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CWMTF 2010 Communications Plan


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A presentation of the CWMTF communications plan to be presented to the board of trustees at the Feb. 14 planning meeting.

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CWMTF 2010 Communications Plan

  1. 1. 2010 Communications Plan<br />CWMTF Board Retreat<br />February 14, 2010<br />
  2. 2. Presentation Overview<br />Goals and Objectives<br />Challenges<br />Messages<br />Targets<br />Plan Overview and Elements<br />Implementation<br />Communications Team:<br />Lisa Schell<br />Richard Rogers<br />Sarah King<br />Damon Tatem<br />Cherri Smith<br />Tom Jones<br />Christopher Fipps<br />
  3. 3. Plan Objectives<br />
  4. 4. Objectives<br />Increase awareness of the link between protected water supplies, land conservation and the economy<br />
  5. 5. Objectives<br /> Increase understanding of how critical clean water and grants made by CWMTF are to the economy of North Carolina and its recovery.<br />
  6. 6. Objectives<br />Increase awareness of the importance and need for CWMTF and its continued funding during economically challenging times.<br />
  7. 7. Challenges<br />Unstable Fiscal Climate<br />Changing Traditional News Industry<br />
  8. 8. Early revenue projections mixed at best<br /> Clearer picture of the state’s revenue situation will likely not be available until after February <br />Perception: land acquisition is a luxury in this economy<br />Challenge #1:Fiscal Climate<br />
  9. 9. Challenge #2: Changing News Industry<br />Traditional media is NOT the same<br />
  10. 10. Economic Impacts on News Industry<br />Or…Why Things Aren’t Getting Covered the way They used to<br />Massive mergers leading to heavy debt loads<br />Decrease in revenues because of the recession<br />Changes in the way consumers get their information<br />
  11. 11. Rise of the Net:The Digital Divide Narrows<br />By the end of 2007, 83.3% of all households in NC have access to high speed internet service<br />Nearly 80% of all rural households now have access<br />North Carolinians are using the net in record numbers<br />2004: 71% of NC adults reported using the net at home<br />Source: N.C. Rural Internet Access Authority<br />
  12. 12. Rise of the Net: Impact on Traditional News Media<br />Source: Pew Research Center for the People and the Press<br />
  13. 13. NC Papers Hit Hard<br />Charlotte Observer – 82 Jobs<br />News and Observer – 41 Jobs<br />Asheville Citizen – 60 Jobs<br />Winston Salem Journal – 23 Jobs<br />Va Pilot – 70<br />Fayetteville Observer – 18<br />Wilmington Star - 36<br />Over 500 Jobs Lost in 2009 in Newspapers Alone<br />Sources: “Paper Cuts-Newspaper Buyouts and Layoffs,”; News-Cycle; The AP Layoff List –; The N&O; WRAL<br />
  14. 14. End Result:<br />More Difficult to get positive attention the “Old Fashioned Way”<br />
  15. 15. CWMTF’s Messages<br />What we want to say to the public about our program<br />The Communications Plan is a strategy to communicate these key points <br />
  16. 16. Messages<br />Clean water investments are just as critical to protecting our economy as they are to our environment.<br />
  17. 17. Messages<br /><ul><li>There is still more to be done to protect NC’s water quality. Despite the economic challenges the state still faces, we cannot lose sight of that.</li></li></ul><li>Messages<br /><ul><li>All of CWMTF’s projects play important roles in protecting North Carolina’s economy.</li></li></ul><li>Messages<br /><ul><li>CWMTF must be in a position to resume its legislatively mandated goals for protecting the state’s water quality.</li></li></ul><li>Targets<br /><ul><li>NewsMedia
  18. 18. Legislators
  19. 19. Policy Makers
  20. 20. General Public</li></li></ul><li>Meeting the Plan Objectives<br />Traditional News Media<br />New Media<br />Events and other Collaborations<br />Legislative Outreach<br />
  21. 21. What We’re Doing Now<br />Trustee Op-Eds<br />Charlotte Observer<br />Winston-Salem Journal<br />Asheville Citizen Times<br />Tri-County Area/Foothills<br />Goldsboro<br />
  22. 22. Op Eds<br />
  23. 23. Op Eds<br />
  24. 24. Op Eds<br />
  25. 25. What We’re Doing Now<br />Field Rep Community Outreach<br />Local planning meetings environmental organizations<br />County Commission meetings<br />Workshops<br />Regular contact with local leaders, engineering firms, consultants<br />RC&D functions, Soil and Water meetings <br />
  26. 26. What We’re Doing Now<br />
  27. 27. What We’re Doing Now<br />New Media<br />Web Site redesign<br />1 in 5 adult net users use Twitter, Facebook or other social networking service to keep tabs on friends and interests.*<br />*Pew Research Center, Internet and American Life Project, 12/27/09<br />
  28. 28. Web Site Re-design<br />
  29. 29. Web Site Re-design<br />
  30. 30. Project Promotion<br />Target projects with regional significance and or anniversaries.Promote their successes via:<br />Traditional news releases<br />Stories in stakeholder newsletters<br />Public Events/Tours<br />Use of New Media<br />
  31. 31. Collaboration Opportunities<br />Promote completed projects <br />Reinstate practice of holding public celebratory events<br />Investigate and take advantage of other publicity opportunities where CWMTF has an association<br />
  32. 32. Stakeholder Forums<br />Plan and hold regional meetings to:<br /> discuss needs, challenges, etc. in face of current conditions<br />Grantees, environmental community, local leaders, public<br />INVITE LOCAL LEGISLATORS.<br />
  33. 33. Legislative Outreach<br />Meetings with legislative leadership in Raleigh<br />Meet with local legislators in their home counties to discuss projects and impact of CWMTF<br />Lobby Day<br />ERC Report<br />Annual Report<br />
  34. 34. New Media<br />Create a CWMTF blog<br />YouTube and Flickr Sites for Project Photos, etc.<br />Take advantage of other FREE online promotional opportunities<br />
  35. 35. Timeline for Plan Implementation<br /><ul><li>Web/New Media –Ongoing
  36. 36. Events/Outreach – Spring
  37. 37. Annual Report –In progress
  38. 38. Legislative Outreach –Now through session</li>