STRATEGIC COMMUNICATIONSPLANNING FORNOT-FOR-PROFITSCONNECTING UP 20131
IF YOU CAN DREAM IT YOUCAN MAKE IT HAPPEN.2
WHAT’S YOUR VISION?3
WHAT CHANGE DO YOU WANTTO MAKE?AND WHAT ARE THE STEPSINVOLVED IN MAKING THATCHANGE HAPPEN?4
Fifty Acres – The Communications AgencyOUTLINE Importance of your vision What’s your dream? How should the world be? Commu...
Fifty Acres – The Communications AgencyIdentify realistic but definite goals.Map a path from needs to activities tooutcomes...
Fifty Acres – The Communications AgencyWHAT SHOULD THE WORLDLOOK LIKE?Let’s describe it.Own it.Feel passionate about it.7
COMMUNICATIONS NEEDS TOBE PART OF EVERYTHINGYOU DO.8
Fifty Acres – The Communications AgencyIT’S NOT JUST A PLANStrategic planning andcommunications is key tosuccess.To ensure...
PRACTICAL STEPS.10
Fifty Acres – The Communications AgencyDEVELOPING A PLAN.THE PROCESS. Prepare an action plan. Think about your timetable a...
Fifty Acres – The Communications AgencyHow do you want to talk about yourstakeholder engagement?SCENARIOSCommunications ne...
Fifty Acres – The Communications AgencyInteractionEnvironment ReachWhat are yousaying to them?What feedbackhave youreceive...
Fifty Acres – The Communications AgencyAre you tryingto…encourage,educate orinform youraudience?Whatexpectations dothey ha...
Fifty Acres – The Communications AgencyWhat are the key points that you want to say?YOUR MESSAGES.It’s important to consid...
Fifty Acres – The Communications AgencyTarget appropriate.Understanding the different forms ofstakeholder engagement.Knowle...
Fifty Acres – The Communications AgencyMediaENGAGEMENTCHANNELS.Multi-channel:Marketing & eventsSocial mediaGovernment & in...
Thinking about your sustainedmedia strategy requires planningand being clear about what youwant to say, what you want toac...
Fifty Acres – The Communications AgencyCOMMUNICATIONS.MEDIA. Developing a media plan, think about… Who are you targeting w...
Fifty Acres – The Communications AgencyThinking about your sustained mediastrategy…Aims, content, a 12 month plan, your me...
Fifty Acres – The Communications AgencyWhat do youhope toachieve?What’s thelook and thetone?The budget?Small or big?EVENT ...
Fifty Acres – The Communications AgencyBEING PREPARED FOR ACRISIS. Be prepared. How might a crisis unfold? What’s the look...
LET’S THINK ABOUTSOCIAL MEDIA...THE FIRST IPHONE WENT ONSALE THE YEAR KEVIN RUDDWAS ELECTED IN 2007.THAT’S 5 YEARS AGO. WH...
IT’S FAST, IT’S VIRAL, IT CANSPARK COMMUNITYENGAGEMENT, AND IT’S FREE.24
AND WE RUN THE RISK OFBECOMING IRRELEVANT IF WEDON’T DO IT PROPERLY ANDEMBRACE IT FULLY.25
Fifty Acres – The Communications AgencyResourceFramework RelateInvest in thestaff &budget to run aprogram in-linewith define...
Fifty Acres – The Communications AgencyWhoAppropriate TimingThe choices youmake are veryimportant.Consider whenyou engage ...
Fifty Acres – The Communications AgencyMeetingsENGAGEMENTCHOICESConsider your options:Parliamentary hearings and committee...
Fifty Acres – The Communications AgencySpend time thinking about your ‘asks’How many should there be? What’s realistic?Wha...
Fifty Acres – The Communications AgencySTAKEHOLDER MEETINGSFOLLOW-UP & REVIEWStakeholder engagement is an ongoing process....
Fifty Acres – The Communications AgencyWhat happened?What did youget right?What can welearn for nexttime?Where can weimpro...
Fifty Acres – The Communications AgencyCHECKLIST. NEXT 12-24 MONTHS.What will the next year or two bring?We need to plan a...
Vision Stakeholders Messages PlatformsFifty Acres – The Communications AgencyNFP PLANNING MATRIX33
REVIEW AND Q&A.WHAT HAVEN’T WEANSWERED?AND WHAT WILL BE YOURNEXT STEPS?34
FIFTY ACRES - AUSTRALIASLEADING NOT-FOR-PROFITCOMMUNICATIONS AGENCY35
THANK YOUCONTACT: INFO@FIFTYACRES.COM36
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Strategic communications planning for not-for-profits - Jo Scard

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Strategic communications planning for not-for-profits - Jo Scard

  1. 1. STRATEGIC COMMUNICATIONSPLANNING FORNOT-FOR-PROFITSCONNECTING UP 20131
  2. 2. IF YOU CAN DREAM IT YOUCAN MAKE IT HAPPEN.2
  3. 3. WHAT’S YOUR VISION?3
  4. 4. WHAT CHANGE DO YOU WANTTO MAKE?AND WHAT ARE THE STEPSINVOLVED IN MAKING THATCHANGE HAPPEN?4
  5. 5. Fifty Acres – The Communications AgencyOUTLINE Importance of your vision What’s your dream? How should the world be? Communications is integral to everything you do How to factor it in… Practical steps Developing a plan Reviewing engagement Target audiences & developing key messages Communication channels Measuring success Crisis planning Recap and questions5
  6. 6. Fifty Acres – The Communications AgencyIdentify realistic but definite goals.Map a path from needs to activities tooutcomes and impact.What can you achieve alone, and what willyou need help with?WHAT’S YOUR VISION?6
  7. 7. Fifty Acres – The Communications AgencyWHAT SHOULD THE WORLDLOOK LIKE?Let’s describe it.Own it.Feel passionate about it.7
  8. 8. COMMUNICATIONS NEEDS TOBE PART OF EVERYTHINGYOU DO.8
  9. 9. Fifty Acres – The Communications AgencyIT’S NOT JUST A PLANStrategic planning andcommunications is key tosuccess.To ensure your long termsustainability strategicthinking andcommunications needsbuy-in.It needs to be an integralpart of your day-to-daythinking.9
  10. 10. PRACTICAL STEPS.10
  11. 11. Fifty Acres – The Communications AgencyDEVELOPING A PLAN.THE PROCESS. Prepare an action plan. Think about your timetable and what issues you need toprosecute over that period. Consider what your methods of communication will be? What activities and approaches will you use. Give thought to ongoing engagement and what that looks like. And external communications needs to be factored in.11
  12. 12. Fifty Acres – The Communications AgencyHow do you want to talk about yourstakeholder engagement?SCENARIOSCommunications needs tobe part of your planningacross all activities:What opportunities might come out ofevents?What sort of crisis planning have youdone?What issues need your focus?And what is your social media strategy,because it’s important.12
  13. 13. Fifty Acres – The Communications AgencyInteractionEnvironment ReachWhat are yousaying to them?What feedbackhave youreceived?Who elsewould you liketo reach?Who are youengaging withat the moment?REVIEWING ENGAGEMENT13
  14. 14. Fifty Acres – The Communications AgencyAre you tryingto…encourage,educate orinform youraudience?Whatexpectations dothey have ofyou?Who are yourtargetaudiences…individuals,other cohorts,internal andexternal?YOUR TARGET AUDIENCES14
  15. 15. Fifty Acres – The Communications AgencyWhat are the key points that you want to say?YOUR MESSAGES.It’s important to consider:Do they differ across different audiences?How do you want people to react?What do you want them to do?And how will you reach them?15
  16. 16. Fifty Acres – The Communications AgencyTarget appropriate.Understanding the different forms ofstakeholder engagement.Knowledge and research.TACTICS TO IMPROVEENGAGEMENT16
  17. 17. Fifty Acres – The Communications AgencyMediaENGAGEMENTCHANNELS.Multi-channel:Marketing & eventsSocial mediaGovernment & influencer relationsStakeholder meetings17
  18. 18. Thinking about your sustainedmedia strategy requires planningand being clear about what youwant to say, what you want toachieve and what success looks like.THINKING ABOUTCOMMUNICATIONS.18
  19. 19. Fifty Acres – The Communications AgencyCOMMUNICATIONS.MEDIA. Developing a media plan, think about… Who are you targeting with yourcommunications, and what media do you needto be talking to. How will you communicate? What’s the timing and why? What will you say?19
  20. 20. Fifty Acres – The Communications AgencyThinking about your sustained mediastrategy…Aims, content, a 12 month plan, your media targets.Where have you succeeded?And where has media not worked…Butchers paper and sticky notes.Write it down.COMMUNICATIONS OBJECTIVES20
  21. 21. Fifty Acres – The Communications AgencyWhat do youhope toachieve?What’s thelook and thetone?The budget?Small or big?EVENT PLANNING21
  22. 22. Fifty Acres – The Communications AgencyBEING PREPARED FOR ACRISIS. Be prepared. How might a crisis unfold? What’s the look and the tone of your possibleresponse? Think about what the media, social media andother stakeholders might want to know?22
  23. 23. LET’S THINK ABOUTSOCIAL MEDIA...THE FIRST IPHONE WENT ONSALE THE YEAR KEVIN RUDDWAS ELECTED IN 2007.THAT’S 5 YEARS AGO. WHEREWILL WE BE IN 5 YEARSTIME?23
  24. 24. IT’S FAST, IT’S VIRAL, IT CANSPARK COMMUNITYENGAGEMENT, AND IT’S FREE.24
  25. 25. AND WE RUN THE RISK OFBECOMING IRRELEVANT IF WEDON’T DO IT PROPERLY ANDEMBRACE IT FULLY.25
  26. 26. Fifty Acres – The Communications AgencyResourceFramework RelateInvest in thestaff &budget to run aprogram in-linewith definedgoalsHave flexibilityto respond &inform - shapeengagementaround peoplesneedsDefine what youwant to achieveand developstrategies &protocols toguide youGETTING STARTED26
  27. 27. Fifty Acres – The Communications AgencyWhoAppropriate TimingThe choices youmake are veryimportant.Consider whenyou engage - thetiming is veryimportant.Engagementneeds to berelevant andappropriate.GOVERNMENT & INFLUENCERENGAGEMENT27
  28. 28. Fifty Acres – The Communications AgencyMeetingsENGAGEMENTCHOICESConsider your options:Parliamentary hearings and committeesInformal gatheringsPresentations, forums, eventsVia social media28
  29. 29. Fifty Acres – The Communications AgencySpend time thinking about your ‘asks’How many should there be? What’s realistic?What is the game plan, what do want toachieve?Think about your aims and objectives for theengagement.Research, scenario plan & understand the pressures.PreparationSTAKEHOLDER MEETINGS29
  30. 30. Fifty Acres – The Communications AgencySTAKEHOLDER MEETINGSFOLLOW-UP & REVIEWStakeholder engagement is an ongoing process.Following-up is vital for continuing the relationship.What are the next-steps and how will you make themhappen?Staying in contact is a positive to develop trust.Think about how you can continue to build the relationshipand develop future connections.It is important to think about what happened and reviewthe engagement.What could you have done better?30
  31. 31. Fifty Acres – The Communications AgencyWhat happened?What did youget right?What can welearn for nexttime?Where can weimprove?What forum hasbeen the mosteffective foryou?Why was itsuccessful?MEASURING SUCCESS31
  32. 32. Fifty Acres – The Communications AgencyCHECKLIST. NEXT 12-24 MONTHS.What will the next year or two bring?We need to plan and think, what else might happen?How will we approach media?Can we engage third-party supporters, influencers,celebrities, the public or others?How will we do it?32
  33. 33. Vision Stakeholders Messages PlatformsFifty Acres – The Communications AgencyNFP PLANNING MATRIX33
  34. 34. REVIEW AND Q&A.WHAT HAVEN’T WEANSWERED?AND WHAT WILL BE YOURNEXT STEPS?34
  35. 35. FIFTY ACRES - AUSTRALIASLEADING NOT-FOR-PROFITCOMMUNICATIONS AGENCY35
  36. 36. THANK YOUCONTACT: INFO@FIFTYACRES.COM36

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