making the case for comms strategy. south west regional group: demonstrating the value of comms, 16...
TRANSCRIPT
Making the case for comms strategy Charity Comms presentation, October 2015.
Chris Deary / @ChrisDeary
Charity objectives
Campaigning for change
Fundraising
Provide services
Change behaviour
Research
Campaigning for change
We want to make people angry about this injustice
Michael Owen’s people say he might be up for doing
something, so we need an idea to inspire him
It’s the World Cup and our audience is men, so we
need to make a big splash
Not enough people know about the research we do
COMMS BRIEFS SAY STUFF LIKE THIS
We want to shake up how we sound. Make it more
authentically female
Raising awareness
Photo: Nathalie Capitan, Flickr
Comms strategy
Campaigning for change
Fundraising
Provide services
Change behaviour
Research
Raising awareness
Building advocacy
Changing behaviour
Inspiring action
Fund-raising
Photo: Cfishy, Flickr
A COMMS STRATEGY TO SELL IN A COMMS STRATEGY
TO SELL IN COMMS STRATEGIES
Campaigning for change
THIS ISN’T A COMMS STRATEGY
BLOG POSTS FACEBOOK POSTS TWITTER POSTS
MON CEO update Promote CEO blog post
TUES Promote CEO blog post
Fundraiser shout out
WED Petition reminder
THURS Fundraiser shout out Services reminder
FRI Annual report plug
Promote annual report blog post
Mums aged between 25 and 40 Influential journalists
THIS ISN’T A COMMS STRATEGY
COMMS STRATEGY
STARTS HERE
Business needs
Audience needs
PROSTATE CANCER UK
COMMS STRATEGY
We need men to get together to help beat
prostate cancer
Men don’t see their friends enough
A COMMS STRATEGY TO SELL IN
Keeping Friendships
Alive
TOOLS
COMMS STRATEGY
BUILDING
PERFORMANCE EVALUATION
QA
PRODUCTION
COMMISSIONING
AUDITING
TOV GUIDELINES
STYLE GUIDE
CONTENT CALENDAR
CONTENT DECISION
TREE
POSTING GUIDELINES
KPI DASHBOARD
PROCESSES
Co-create tools with
stakeholders
Produce digestible
guides
Copyright: Econsultancy / Chris Lake
Provide training
A COMMS STRATEGY TO SELL IN A COMMS STRATEGY
TO SELL IN COMMS STRATEGIES
Audience Senior decision makers
Audience
Goal
Senior decision makers
Secure stakeholder buy in strategic approach to comms
Audience
Goal
? Barriers ? ?
Senior decision makers
Secure stakeholder buy in strategic approach to comms
? ?
Photo: dorfun, Flickr
Campaigning for change
OUR SURVEY SAID…
Campaigning for change
OUR SURVEY SAID…
• Lack of knowledge of how comms work
Campaigning for change
OUR SURVEY SAID…
• Lack of knowledge of how comms work • Lack of vision around what they could achieve
Campaigning for change
OUR SURVEY SAID…
• Lack of knowledge of how comms work • Lack of vision around what they could achieve • Internal politics preventing strategic focus
Campaigning for change
OUR SURVEY SAID…
• Lack of knowledge of how comms work • Lack of vision around what they could achieve • Internal politics preventing strategic focus • Fear of the unknown / risk aversion
Campaigning for change
OUR SURVEY SAID…
• Lack of knowledge of how comms work • Lack of vision around what they could achieve • Internal politics preventing strategic focus • Fear of the unknown / risk aversion • Lack of budget
A COMMS STRATEGY TO SELL IN KEY MESSAGES
TO OVERCOME THOSE BARRIERS
Comms can help us achieve all
of our business
goals
Photo: Steven Lewarne, Flickr
Trust your comms team
Photo: wales_gibbons, Flickr
Comms can be
measurable and
iterative
Photo: Carol VanHook, Flickr
Photo: Nicolas Raymond, Flickr
Comms can deliver return on
investment (ROI)
Audience
Goal
Lack of vision
Comms can help us achieve all of our
business goals
Barriers
Key messages
Risk aversion
Stretched budgets
It’s measurable & iterative
ROI
Senior decision makers
Secure investment in strategic approach to comms
Lack of knowledge
Trust your comms team
Internal politics
Audience
Goal
Lack of vision
Comms can help us achieve all of our
business goals
Barriers
Key messages
Risk aversion
Stretched budgets
It’s measurable & iterative
ROI
Senior decision makers
Secure investment in strategic approach to comms
Lack of knowledge
Trust your comms team
Internal politics
Content types
? ? ?
Campaigning for change
COMMS CAN HELP US ACHIEVE OUR BUSINESS GOALS
Case studies
Campaigning for change
TRUST YOUR COMMS TEAM
Thought leadership
Campaigning for change
Thought leadership
TRUST YOUR COMMS TEAM
Campaigning for change
MEASURABLE & ITERATIVE / CAN DELIVER ROI
Snackable data
Audience
Goal
Lack of vision
Comms can help us achieve all of our
business goals
Barriers
Key messages
Content types
Channels
Risk aversion
Stretched budgets
It’s measurable & iterative
It delivers ROI
Snackable data
Informal emails
Case studies
Formal internal comms / knowledge sharing sessions
Senior decision makers
Secure investment in strategic approach to comms
Lack of knowledge
Trust your comms team
Thought leadership
Internal politics
Audience
Goal
Lack of vision
Comms can help us achieve all of our
business goals
Barriers
Key messages
Channels
Risk aversion
Stretched budgets
It’s measurable & iterative
It delivers ROI
Snackable data Case studies
Senior decision makers
Secure investment in strategic approach to comms
Lack of knowledge
Trust your comms team
Thought leadership
Internal politics
KPI Open and click rates / Attendance at sessions Conversations started
Formal internal comms / knowledge sharing sessions Informal emails
Content types
MORE INVESTMENT IN
A STRATEGIC APPROACH TO
COMMS
THE ULTIMATE KPI
1 Be ambitious with what comms can achieve
IN SUMMARY
1 Be ambitious with what comms can achieve
2 Make a strategy to sell it in
IN SUMMARY
1 Be ambitious with what comms can achieve
3 Base that strategy on real insights about the barriers you need to overcome
2 Make a strategy to sell it in
IN SUMMARY
1 Be ambitious with what comms can achieve
3 Base that strategy on real insights about the barriers you need to overcome
2 Make a strategy to sell it in
4 Test and learn
IN SUMMARY
Comms strategy
Campaigning for change
Fundraising
Provide services
Change behaviour
Research
Thank you Chris Deary / @ChrisDeary
All credited photos licensed by Creative Commons.
Visit the CharityComms website to view slides from past events,
see what events we have coming up and to check out
what else we do: www.charitycomms.org.uk
South West Regional Group16 October 2015Bristol
#ccsouthwest