Communications on a Shoestring

Conference

27 June, 2012, London

#shoestringcomms

Seeing the bigger picture

Fiona LewisHead of Communications, National Literacy Trust

“I did it my way!”

What sort of document?

Process?

Scope?

Charity goals

Comms objectives

Key messagesAudiences

Tac

tics

an

d

chan

nel

sEvaluation

Research &

analysis

Charity goals to comms objectives

Everyone in the UK has the literacy skills they need

Raise the literacy of the 1 in 6 who has poor literacy skills

Early language

Learning to read

and write

Enjoying reading

Literacy for work

Literacy In the home

Advocacy & campaigning

Community literacy projects

Support for schools

Vision

Mission

Priorities

Strategies

Role of Comms

•Influence policy

•Influence parents

•Support fundraising

•Build profile

•Inform practice

•Promote network & conferences

•Support fundraising

•Build profile

Fundraising

Looking in

•‘Gut feels’ - what annoys you?

•Internal input

•Stakeholder/ audience analysis

Research and analysis

Looking out

•PEST

•Competitor analysis

•Parallel worlds

•Surveys and focus groups

SWOT

Policy makers

Funding orgs

Individual supporters

PractitionersBeneficiaries (C2DE parents)

•Our research & analysis = authority on literacy

•We transform lives in the poorest communities

•We support practice in schools

•Reading for enjoyment

•Importance of talk

•Role of family

Donate/ fund/ fundraise/ support

Website/ newsletter/ social media

Join network

Attend training

Website/ newsletter / social media

Aud

ienc

eM

essa

ges

Cal

ls t

o ac

tion

Support your child’s literacy

Website/ newsletter/ social media

WHERE DOES SHE HANG OUT?

Bookshops/ library/ Book group/Literary festivals

Waitrose/ John Lewis

Saga holidays/ U3A

WHAT WOULD SHE FIND INTERESTING OR USEFUL?

How to support your grandchild’s literacy

Top 25 forgotten classics free on your e-reader

The books every child should have read to them

MEDIA

Woman’s Hour

The Telegraph

The Lady

The Week

Mary, 64, Tunbridge Wells

Self-confessed bookworm

Primary school teacher before she had children

Just had her first grandchild

Online

Website

Microsite for parents

Social media

E-comms

Newsletters/ eshots – supporter, practitioner, parent

Public affairs

APPG

Party conference events

Corporate partnerships

Packet/ store messaging

PR content

Print

Impact report

Supporter leaflet

Schools Guide

Media

News generation – our research, celebs

Expert comment

Tactics and channels

Outputs

• £800K yearly media value

• 30 in APPG• 20% email

opening rate• 45K monthly

web visits• 13 million yearly

parent Opps to View

• 6000+ Twitter• 3000+ Facebook

Highlights Outcomes?

• Policy influenced

• More parent support

• Practice influenced

• Network membership

• Funds raised• Profile/ brand

awareness

My top tips

• Do it your way

• PowerPoint Power

• Charity goals = comms objectives• SWOT, SWOT, SWOT

• Get to know your audiences

• Bigger picture vs. smaller picture

• Outputs and outcomes