taking the pain out of communications planning
TRANSCRIPT
Taking the pain out of communications planning ...
CharityComms September 2012Randallfox.co.uk
#TBC
Our task for today ...
Share the pain ... common key challenges, barriers, any ‘golden moments’
Sanity check ....understand the principles of good communications planning
Share what works ... tools, templates, ideas
How to bring colleagues on board
Planning principles – busting some myths
Providing information is the primary goal of communications ....
Strategic planning is just a paper exercise/ticks the boxes for board, Trustees, etc ...
An all-singing launch is the most important element of a comms plan ...
Others? ...
Strategy vs. tactics
Vision, Mission, Organisational goals – fundamental but not in our territory. Push for clarity/guidance if necessary.
Strategy plan – how to focus and prioritise in order to deliver organisational goals/objectives. And how do we resource that?
Ideas/content/stories/ products– the tactical, delivery plan which must include evaluation
Policy makers
Funding orgs
Individual supporters Practitioners Beneficiaries
(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 to
act
ion
Support your child’s literacy
Website/ newsletter/ social media
Annual plan – basic principles
• Plan in line with budget round
• Work within organisational planning framework ... but you can also add to/enhance it
• Plan across deptartments and with colleagues
• Expect change but agree some boundaries (organisational priorities, lead times, review periods, circumstances under which one project will be shelved and another come on board)
Planning for the year – how to prioritise activity?
Campaign plan – some basic principles
• Timing is everything – control the flow
• Build relationships – involve, engage, don’t make every communication an ask
• Channel integration - the more they hear in a variety of channels (that are popular with them)—the more they’ll remember you and respond.
A sample campaign planQuarter Channel/lead Audience 1 Audience 2 Audience 3
Quarter 1 Publication/X Activity summary
Events/X Activity summary
PR & media/X Activity summary Activity summary Activity summary
Blog/X
Review of progress against communications objectives
Quarter 2
Review of progress against communications objectives
Quarter 3
Etc ....
PEST template & some prompts
Auditing – the random supporter test
• Take a random sample of up to five of your supporters, stakeholders, those who feel like representatives of key audiences
• Analyse what they are likely to have received/heard/seen about and from you in the last year
• Make packages for each of these sample supporters – include examples of all communications they have received or are likely to have seen/heard in the last 12-24 months. Where possible include hard copy examples of every piece of communication.
• Look at these packages as objectively as possible (use fresh or external feedback where you can)
• What picture are you presenting to each of these supporters about your organisation? Is it coherent, is it clear, is it engaging, is it enough, is it too much, is the tone right, are you asking enough, are you thanking enough?
• Draw conclusions and carry forward into future development.
Objectives template
Objective for (specific audience – never ‘general public’) ..................................................
To achieve: AwarenessEngagementAction
Specifically to: Create/Generate/Prompt/Increase/Maintain/Reinforce/Decrease/Minimise
Effect Attention/knowledgeInterest/develop a positive attitudeJoin/visit/sign-up/buy/disseminate/change behaviour
Performance measurement .........................................................
Timeframe .........................................................
Keep the spark/creativity
• Workshop technique – yes, and ...• Forfeit box• Prompt questions:
- What trends can we link to?- What problems can we solve in new, better, different ways?- Can we make something complex simple?- What are our competitors doing – can we extend, challenge, adapt?- Take time out for surfing and report back – you tube, podcasts, read,
listen, watch what you wouldn’t normally
(CIPR Innovation and Creativity Toolkit)