Institute for Democratic
Education in America
March 20, 2014
Today’s Agenda
Situational Analysis
Website
Situational Analysis
“A Year at Mission Hill”
Situational Analysis
Social Media
Situational Analysis
Newsletter
Situational Analysis
Blog
Situational Analysis
External and Internal Communications
Research Overview
•Comparable Organizations
•Stakeholder Interviews
Key Messages
• Brand Purpose:  To  be  a  trusted  leader  in  the  advancement  of 
 democratic  education  around  the c...
Target Audiences
Primary Audiences
•Policy Makers
•Administrators, Teachers, Teacher’s Unions, PTA’s
•Peer Network
Seconda...
Communications Plan
Goal 1
Lead, support, and encourage a national conversation about democratic
education.
Objective 1
Es...
Communications Plan
Strategy 1A
Refresh the IDEA website to make your content targeted, relevant,
actionable and shareable...
Communications Plan
Strategy 1D
Overhaul your social media accounts to better target your audiences,
engage others, and de...
Communications Plan
Goal 2
Increase understanding of IDEA’s mission and work, strengthen
relationships with targeted audie...
Communications Plan
Strategy 2A
Make use of messages identified in the IDEA Brand Book a routine part
of all internal and ...
Communications Plan
Goal 3
Support the advancement of democratic education by collecting and
sharing the stories of teache...
Timeline & Budget
2014
Invest in communications. Clean up channels.
Streamline communications.
2015
Make communications co...
Evaluation
• Track metrics and audience growth.
• Survey your audiences.
• Measure effectiveness of strategies and tactics...
Conclusion
The Institute for Democratic Education in America has the
passion, voice and network to effect greater change i...
Next Steps
This plan was prepared for the Institute for Democratic Education in
America by Prichard Communications. Our te...
Idea presentation
Upcoming SlideShare
Loading in …5
×

Idea presentation

251 views

Published on

Published in: Marketing
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
251
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Idea presentation

  1. 1. Institute for Democratic Education in America March 20, 2014
  2. 2. Today’s Agenda
  3. 3. Situational Analysis Website
  4. 4. Situational Analysis “A Year at Mission Hill”
  5. 5. Situational Analysis Social Media
  6. 6. Situational Analysis Newsletter
  7. 7. Situational Analysis Blog
  8. 8. Situational Analysis External and Internal Communications
  9. 9. Research Overview •Comparable Organizations •Stakeholder Interviews
  10. 10. Key Messages • Brand Purpose:  To  be  a  trusted  leader  in  the  advancement  of   democratic  education  around  the country.  • Brand Promise:  IDEA  promises  to  showcase  the  highest  quality,   most  practical  tools  to support  educational  change  that  fosters  a   healthy  democracy.  • Mission:  Mobilizing action to advance meaningful learning and build a  more just and sustainable democracy.  • Vision:  To  advance  the  implementation  of  core  democratic  values  ---   human  rights,  collaboration, and  equity  ---  in  education  in  America   so  that  young  people  have  the  skills  and  tools  needed  to solve  the   challenges  of  the  21st  century. 
  11. 11. Target Audiences Primary Audiences •Policy Makers •Administrators, Teachers, Teacher’s Unions, PTA’s •Peer Network Secondary Audience •Parents
  12. 12. Communications Plan Goal 1 Lead, support, and encourage a national conversation about democratic education. Objective 1 Establish IDEA as the as a go-to online gathering place for dialogue, tools and other for democratic education. Goal 1 Lead, support, and encourage a national conversation about democratic education. Objective 1 Establish IDEA as the as a go-to online gathering place for dialogue, tools and other for democratic education.
  13. 13. Communications Plan Strategy 1A Refresh the IDEA website to make your content targeted, relevant, actionable and shareable. Strategy 1B Update your blog strategy to better serve your targeted audiences by providing information, resources, and tools that help solve problems and engage others in conversation. Strategy 1C Publish a weekly e-newsletter to share ideas, exchange information, and build community with targeted audiences. Strategy 1A Refresh the IDEA website to make your content targeted, relevant, actionable and shareable. Strategy 1B Update your blog strategy to better serve your targeted audiences by providing information, resources, and tools that help solve problems and engage others in conversation. Strategy 1C Publish a weekly e-newsletter to share ideas, exchange information, and build community with targeted audiences.
  14. 14. Communications Plan Strategy 1D Overhaul your social media accounts to better target your audiences, engage others, and deliver your messages and calls to action. Strategy 1E Convene a national conference to energize and promote the national dialogue about democratic education. Strategy 1F Invest in communications research and infrastructure in order to better understand and serve your target audiences. Strategy 1D Overhaul your social media accounts to better target your audiences, engage others, and deliver your messages and calls to action. Strategy 1E Convene a national conference to energize and promote the national dialogue about democratic education. Strategy 1F Invest in communications research and infrastructure in order to better understand and serve your target audiences.
  15. 15. Communications Plan Goal 2 Increase understanding of IDEA’s mission and work, strengthen relationships with targeted audiences, and build new ties with policymakers and other leaders. Objective 2 Strengthen awareness and understanding of your mission by delivering strong, consistent messages, research the needs and interest of target audiences, and build relationships with local leaders. Goal 2 Increase understanding of IDEA’s mission and work, strengthen relationships with targeted audiences, and build new ties with policymakers and other leaders. Objective 2 Strengthen awareness and understanding of your mission by delivering strong, consistent messages, research the needs and interest of target audiences, and build relationships with local leaders.
  16. 16. Communications Plan Strategy 2A Make use of messages identified in the IDEA Brand Book a routine part of all internal and external communications. Strategy 2B Conduct a survey of IDEA’s existing online audiences. Strategy 2C Conduct a series of focus groups to identify target audience’s problems, needs, and demographics. Strategy 2D Build strong relationship with 10 policy makers in key geographic areas by third quarter of 2015. Strategy 2A Make use of messages identified in the IDEA Brand Book a routine part of all internal and external communications. Strategy 2B Conduct a survey of IDEA’s existing online audiences. Strategy 2C Conduct a series of focus groups to identify target audience’s problems, needs, and demographics. Strategy 2D Build strong relationship with 10 policy makers in key geographic areas by third quarter of 2015.
  17. 17. Communications Plan Goal 3 Support the advancement of democratic education by collecting and sharing the stories of teachers, organizers, administrators and peer groups. Objective 3 Share at least 10 success stories in 2014. Strategy 3 Curate stories from storytellers, organizers, administrators, teachers, and peer groups. Goal 3 Support the advancement of democratic education by collecting and sharing the stories of teachers, organizers, administrators and peer groups. Objective 3 Share at least 10 success stories in 2014. Strategy 3 Curate stories from storytellers, organizers, administrators, teachers, and peer groups.
  18. 18. Timeline & Budget 2014 Invest in communications. Clean up channels. Streamline communications. 2015 Make communications consistent and content valuable. Target audiences and build relationships. 2016-2017 Host annual conferences. Use communications as a foundation to launch new projects and ideas.
  19. 19. Evaluation • Track metrics and audience growth. • Survey your audiences. • Measure effectiveness of strategies and tactics by tying them back to your organization’s strategic goals.
  20. 20. Conclusion The Institute for Democratic Education in America has the passion, voice and network to effect greater change in the movement towards a more democratically educated America. This organization is founded in honorable beliefs that value humility, kindness, authenticity, positivity, and collaboration. The next step is for IDEA to amplify its messages, create greater change on the ground, and share its successes with key audiences that can continue to invest in the work, the movement, and the process towards better education for all. This communications plan creates a roadmap to accomplish this.
  21. 21. Next Steps This plan was prepared for the Institute for Democratic Education in America by Prichard Communications. Our team enthusiastically supports your mission and your work. Please contact me with any questions or to consult with us for training or implementation. Thank you for the opportunity to support such a worthy organization. Jessica Williams Account Director Prichard Communications Jessica@prichardcommunications.com 503-517-2773 ext. 6

×