2. Communications Plan (BCP)
1. Summary
The main aim of the present document, is to provide the Baytree Communication
Department with a reliable, effective and sound document, in which will be outlined the key
lines that will help the organisation with the development of a timeless and consistent
communication plan, that will have a direct and measurable outcome on the required long
term guided communication strategy of the organisation.
All the described ideas explained below, will bring higher levels of structure, effectiveness
and engagement with their potential and present stakeholders, that will mean an important
contribution to initiate the route of the news changes that the organisation will have to
address on the upcoming future, as a result of the latest territorial, political and financial
events occurred in the country.
2. Vision
The Baytree Center has been subsisting until 2015, mainly thanks to the public funding
provided by the British Government and the symbolic fees that have been paid by the
individuals who receive some kind of service or support from the charity.
On the aftermath of the Brexit decision expressed by the UK citizens and also due to a
considerable shrinking of the economic resources allocated by the Government to the
different charities across the British territory, Baytree is nowadays under the obligation of
triggering and implementing new ways of receiving funding in order to continue their
activities, that indicate a need to provide private equity companies and philanthropic
investors with a clear and defined catalogue of the activities and milestones intended by the
organisation, as well as a set of projects and events that will justify and convince those
investors of the beneficial element that will bring for them investing money or other
resources on the Baytree Center, forging a partnership scheme aimed to last over the years
allowing the charity institution to continue with their activities and the funding investors to
3. have a Return Of Investment (ROI) that compensates their donations and allocation of
resources to the charity.
This new Business to Business relation, can be defined as critical and predominantly
important for the future of Baytree as without it, the pace, future, succeed and possibilities
of the charity will drastically plunge to minimum levels that will seriously compromise the
expectations and durability of the institution.
Across this document, different strategies and suggestions are explained in detail to provide
the Baytree Center with a starting point of the decisions and reforms that have to be taken
into consideration in the following months.
3. Objectives
The Objectives of the mentioned Communications plan, can be summarised on the
following five key points detailed below:
A) Increase the awareness that the society has of the existence of Baytree and the
activities that the institution is currently developing and trying to put into practice.
B) Reach a bigger and suitable chosen audience of investors and organisations to develop
partnerships that will increase the possibilities and expectations that the organisation
has.
C) Improve the presence and positioning of the organisation throughout a wide range of
social media platforms as well as on the charity sector environment, achieving the goal
of being placed on the top 20 of the most reputable and well known charity
organisations of the city of London.
D) Improving and providing investors and other stakeholders with better contents with
regards to the activities of the organisation, their structure and needs, and also the
benefits for this collectives of partnering with the organisation.
E) Provide the organisation with a clear and extendable communication policy and
strategy that will allow the organisation to make the transition from a public funding
scenario to one where the private capital will constitute the core element of the daily
basis of the organisation.
4. 4. Preferred Communication Channels
After a considerable and thorough analysis of the aims, environment and goals pursued by
Baytree, my recommendations in terms of the communication channels that could bring a
better outcome for the organisation keeping in mind their main attributes and key opening
characteristics, go on the way of a four basic pillars strategy, formed by LinkedIn, Twitter,
Instagram and YouTube, that will effectively reach different stakeholders with regards to the
expected contribution from them.
To this communication channels has been assigned a considered percentage of the effort
and attention that should be putted on each, thinking on the benefits that each of them can
bring to different from the perspective of their communication features.
LinkedIn, despite the fact of being considered as an excessively social media network
platform more designed for big companies, can bring to Baytree a corporative element
needed by the organisation, if we consider the fact, that despite their charity spirit and
purpose it was created as a non-profit organisation and therefore, in a certain way has several
elements which indicate the appropriateness of having a profile on this platform, allowing the
organisation to spread out an aura of professionalism and formality that can increase the
consideration of other powerful organisation to reach agreements and collaborations that
have to be framed inside of a business reputable environment as this platform provide.
With regards to the percentage of attention that should be placed over this platform, it would
be highly appropriate to allocate a 30% of the time to this platform in order to maintain a
representative image towards potential investors and public institutions to keep with the
formal structure of the organisation.
With regards to the tone of the messages and the layout displayed on the profile, those two
should be precise, accurate and with a high content of corporatism that will draw an imagen
of respectability and formality that would encourage other companies to follow the activity of
the charity and also think about establishing potential alliances and projects that will be worth
for both.
5. Other charities, similar to Baytree, public and private institutions and associations on the non-
profit sector should be included on the contacts and followers and special attention should
be taken to their activities and movements in order to timely achieve partnerships and
collaboration gaps with them.
Twitter, despite of his flat and bland way of providing information can be an interesting
platform for Baytree to increase their presence, using the platform as a feeding engine with
regards to the different news and improvements on the sector of the charity institutions,
where interested and applicable figures, charts and data’s can be extracted in order to drive
the position of the organisation with regards to similar institutions that have similar purpose.
With regards to the tone of the messages and individuals that should be targeted, the
suggestion would be to produce tweets that open a debate and appeal to the education
sector, expressing figures and structured opinions that create a noise around the education
and charity environment.
With regards to targeted individuals, journalists, content editors and individuals along this
sector should be the main priority as interaction with these members can bring to Baytree,
diffusion and a place on written media that can represent an asset for the charity based on
a massive informed audience where opinion and personal thoughts are daily embedded on
the patterns of behaviours of the society.
Addressing the topic of the percentage of attention that this platform should receive, it is
estimated on a 5% as it only fulfils the need for related information of the sector and
therefore the effort on it should be moderated as other communication channels can result
on a much more substantial outcome.
6. Due to the number of followers and their recent position as the social media platform most
liked by the audience, Instagram should have a central role on the communication strategy
of the Baytree Center, as the way in which the content (Visual) is displayed can be described
as extremely appealing and get the attention of a wide range of audience that can lead into
a massive following culture of the day to day activities of the organisation, being the main
source of wake up call to increase the attendance of people to news Baytree events and also
a catalyst of the activities, needs and benefits of the organisation.
The tone and content of the messages can be much more informal and with a high dose of
creativity that tries to call the attention of the follower in order to establish with him a daily
relation that promotes an increase of the level of engagement that this individual has with the
charity institution.
Therefore, it is extremely important to remain constant and stable on the frequency of
publications to give the impression that Baytree has always new things to unleash and by
that an attentive awareness by the followers should be carried out.
The visual content can include a wide ranges of techniques an approaches as the important
thing is to present the activities of Baytree on a fresh and appealing way.
Based on their features and characteristics, Instagram should be the new platform through
the one the new communication strategy will pivot, and therefore this attention can be
expressed on a 40% of the time spent on the branding process in order to achieve the results
expected and increase the audience of Baytree and their visibility on the social media
environment.
7. Finally, and due to time constraints in our life’s, YouTube has contributed presenting to
society a social media tool that includes an important and engaging factor like video is.
Baytree can make the most of this social media platform, as with the creation of short video
clips that allow numberless themes, can contribute to present Baytree, the activities, and
other important material on a much more efficient and interesting way than any other social
media platform.
The idea behind YouTube is to create a slow pace trend focused on producing videos that
tell short stories about the people, motives and activities of Baytree, that deliver weekly
insights to the people about the ideas and experiences of all the human beings around
Baytree.
With regards to tone and message, YouTube should be a mix of creativity and formal
videos in which the message to deliver must be and active, conscious and determined
intent for the education and the learning development of those who are part of the centre.
With regards to the attention that should be placed on this social media platform, a 25%
appears to be appropriate, as with little percentage, the level of exposure achieved by the
charity can be gigantic if well implemented and developed.
These four social media platforms constitute the skeleton of what it should be the news
communications strategy of Baytree in order to take the next step into the renewing process
of the centre and also on the clear intention of attracting another kind of economic
resources that require of a better and more accurate presented content.
These platforms suggest in some way a whole refurbishment of the pre-existing channels
and perhaps the need to remove some of the old ones in order to bring efficiency and ROI
to the communication of the organisation.
This circumstance can be modified and discussed in order to implement the transition in the
best way possible also including news ideas that make the communication more robust and
accurate.
8. 5. Frequency of the Communication Strategy
After the analysis of the whole communication strategy acquired by Baytree, the most
relevant thing to highlight is the insufficient level of attention and continuity that over the last
periods this area has received. Due to this, people only close to Baytree really know about
the activities, important and potential of the organisation, creating this a certain feeling of
isolation that has to be removed for the good of the organisation.
Till now, the events, future projects and needs experienced by Baytree have not been
amplified to the environment and minor levels of engagement have been achieved with
important stakeholders that can represent a huge benefit for the organisation.
Therefore, efforts and new approaches must be considered nowadays as part of the new
strategy and desired objectives. Baytree needs to understand that being daily active on social
media is critical for their interests and therefore a change on the patterns of behaviour
towards social media should be addressed.
Far from meaning a massive effort from the human resources of the charity, this can be
achieved by a detailed planning of the contents, ideas to transmit and the best channels to
do it so that require no more than one or two hours a day. So that is the frequency that
Baytree should start working in as the first step of the sending process to the stakeholders
that things on Baytree are changing.
This, will bring on a short period of time, tangible positive outcomes for the organisation that
will show the new initiatives implemented by the communications team are successful and
that levels of awareness and engagement are experiencing a shift with regards to the old
figures and statistics.
