1. Objectives
• Measurable communication objectives
– Increase media stories and awareness by end of
2012.
– Manage at least three big events in the year and
enrich our database of sponsoring companies
and individuals.
– Develop and/or keep current a content-rich
website and measure visits with a goal of
increasing by 20% monthly visits till end of the
year.

2. Tactics
Our Tactics is To Address Goal of:
Increase Awareness of the
Organization and its value through
– Invest in the creation of a signature
business database.
• Identify and contact companies willing to help :
• Find out what they do and how they are willing to help
by selling to them how their participation will increase
their companies image etc.
• Host a special event and release this as a Signature
Report to media and announce that it will be an annual
report at the same time acknowledging companies that
helped

3. Tactics
– Print business cards with “Mission of our
Organization” printed on the reverse side*.
– Develop and print Key Message Cards or
Magazines
• Distribute to offices of key companies and also at Bus, Metro and
Tram stops.
• Encourages every volunteer to be consistent when highlighting
most important benefits of membership and value of the
organization to well being of society to all.
– Create a small, but compelling membership
brochure with a distribution plan.
• We should have a small membership group that will get our
magazine or flyers no matter what, because of their consistent
contribution

4. Tactics
Utilizing Internet as a tool to build awareness
of our organization:
– Improve the website with content that is rich and timely.
– Drive members and potential members to website.
• Build database of members companies , potential members
companies and companies with influencers.
– Become a resource for media:
• Profile (advertise) successful business that are helping on our website
– Fundraise for your organization
• Sell business publications
– Promote events. Send a teaser to the website, Facebook
page, etc

5. Media Plan
• Media Selection
– We should determine our media plan
– Focus on our goal and the primary target audience to
reach our goal.
– Examine our choices.
– Consider the pro’s and con’s
• Public Relations vs. Advertising
• How much wasted numbers are there?
• What medium is most appropriate to the
message?
– Select best choices
– Evaluate results

6. Measuring Results
• Monitor Media and Advertisements
• Pre and Post Measurement of:
– Attendance at events
• Develop Networking Event Reports:
– Name of event
– Who were there, memorable details
– Put business card info into database
– Follow-up and invite them to other events, share
information, etc.
• Annual Tracking Research