4. RACE / ROPE METHODOLOGY
Research: On demographic of areas, impact of works, identifying of affected
population and publics.
This is crucial is helping us craft and implement an airtight communication
plan and strategies.
Step 1. Research
5. Step 2. Objectives / Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives and informing the audiences via
face-to-face engagements, below-the-line and above-the-line
communications
2. Creating a theme for the program/campaign: to showcase that
these projects are for the greater good, will result in better
environment and lead to increased socio-economic status
6. Step 3. Develop & Implement Communication
Tactics
1. Tactics for communicating – See page
2. Time line for the program/campaign – See page
3. Budget – See page
7. Step 4. Evaluation During & After
Campaign / Program
IWK Comms will evaluate the success of the program/campaign during
& after the projects and thereon submit regular scheduled reports to the
client, JPP.
We will measure whether the campaign achieved its objectives.
8. Research Duration: 1 Week
A team will recce areas
affected and collect data
on demographics.
The data will compiled
and studied to create
target specific
communications.
Communication
collaterals will be
crafted for the
audiences involved.
What we know: The areas affected are high density, high traffic areas with
multiple businesses catering to a multilevel society.
Common fears: Loss of income, disruption of daily routine and massive
traffic congestion
9. Group communications activities into 5 components:
1. Face to face engagement to announce upcoming works and to minimise
fears and worries – assure the objectives of the project will profit and how
positive it is. Initial stage only.
2.Below-the-line approach : Distribution of flyers notifying about project and
duration. Also stating clearly the key messages which include: objectives of the
project, necessity of the project and finally enquiry channels and care-line.
3. Above-the-line approach: Notification via media comprising adverts,
advertorials, interviews with stakeholders especially key JPP reps, radio
announcements, crawlers.
4.On-site presence: IWK Kembara bus will act as ‘site-office’ and mini
exhibition space to further share information and enquiry venue.
5.Engagements: We will continuously keep the stakeholders updated and
involved via briefings/presentations, get-together events and if required, press
conferences
Strategy: Thoughout Project
10. 1. The business community involved
2. Residents
3. Corporate offices population
4. General public (those travel to the area for ad-hoc reasons – dine, shop,
errand, etc)
5. Local representatives
6. Elected officials
Target Audience G6:
11. 1. Track media coverage - major articles appeared in national press, tv
2. Track enquiries
3. Create an interactive website that will utilise JPP’s website as a landing page
to show progress updates and comments
Evaluation
12. Planning and Implementation Team
IWK Communications “in-house” team that has widespread experience
managing communications for the National Sewerage Company and
therefore well versed in potential problems, complaints, brickbats associated
with the sewerage industry including capital works scope.
We offer our clients a range of services which begin with strategy, progress
through development and implementation, and sustain themselves through
on-going monitoring and measurement.
We also have close network with media houses whereby we can obtain
favourable rates and frequentlly FOC coverage which usually will be charged
substantially.
