The document proposes an internal communications plan for StopBullying.gov with the goals of distributing accurate information to target audiences, monitoring bullying in schools, and developing a strong network. It recommends a three-model approach with increasing responsibilities and budgets. Model 1 focuses on website development. Model 2 adds producing print materials and research. Model 3 further adds organizing conferences and workshops. Key audiences are educators, students, parents, and media. The plan details messaging, timelines, resources, funding, and evaluations for each model.

1. Dok Chon, Jahnvi Manek, Vimvipa Poome and Young Joo Kim
INTERNAL COMMUNICATIONS PLAN PROPOSAL
for
STOPBULLYING.GOV

2. INTRODUCTION

3. WHO WE ARE

4. BACKGROUND

5. WHAT IS BULLYING
Bullying is an aggressive behavior that intends to cause
harm, a pattern behavior repeated over time to gain
power over another person.

6. BULLYING STATISTICS

13. We have done a good job in engaging the public in our first year.
• Recognition from media
• The public’s awareness
• The President and first lady’s involvement
• Visitor traffic on StopBullying.gov has tripled
• High volume of phone calls asking for consulting
CURRENT STATUS

14. NEXT STEP
Why we need it?
•Answer the public’s demand
•Centralize the information
•Distribute the collected data along with real practical
guidance

15. COMMUNICATION
STRATEGY
AND METHODS

16. FIRM STRATEGY
For being an authority on bullying, we have 3 goals.
1. Distribute accurate information to our target audiences
2. Monitor bullying in schools
3. Develop a strong network

17. AUDIENCE + MESSAGES

18. AUDIENCE

19. AUDIENCE

20. AUDIENCE

21. 1. Past year bullying incidents from
the
2. Step taken to resolve the incidents / whether
they were successful or not
3. Ideal way to deal with these bullying
scenarios
4. Short term goal (for next year)
Long term goal (5 years)
5. FAQs
6. Contact information
MESSAGING
Custom Message Group 1 Group 2 Group 3
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
Website
Print
Conferences
Website
Workshop
Website

22. EXTERNAL
COMMUNICATION
For whom
Parents
Students
News media
Community
Tools
1. Annual communications plan through
website
2. Press releases
3. Conferences
4. Marketing materials
5. Reports to government and other
agencies
* Letters, emails and telephone conversations with
parents and community members

23. INTERNAL
COMMUNICATION
For whom
Educators (teachers, counselors)
StopBullying.gov staff
Department of Education staff
Dep. Of Health and Human services
Dep. Of Justice
Tools
1. Annual communications plan through
website and print
2. Formal meetings and briefings
3. Role play & workshops
4. Annual conferences
* E-mail, Internal message boards, newsletters, brochures,
and other printed materials

24. 1 2 3 4 5 6 7 8 9 10 11 12
• Local
workshops
Group 1
Schools end Schools start
Group
Group
TIME FRAME
• Annual review on website
• Annual review in print
(with test)
• Annual conference
• Local workshops
• Annual review on website
• Annual conference (optional)
• Annual review on website
• Local workshops
Educators
Parents
Students
New medias
Communities

25. RESOURCE

26. OVERVIEW
Model 1
Responsibility:
Website development
Time Frame:
May - July (full time)
August -April (part time)
Team:
Web specialist
Data analyst/strategist
Researcher
Human resources
Model 2
Responsibility:
+Model 1
Producing print catalog
(and creating a test)
Time Frame:
May - July (full time)
August -April (part time)
Team:
+Model1
Trained child counselor/
Psychologist
PR/communication personnel
Model 3
Responsibility:
+ Model 2
Planning conference,
Workshops, and employee
engagement events
Time Frame:
All Year (full time)
Team :
+ Model 2
Project coordinator
Event planner

27. FUNDING
Funding Categories
Labor cost
Office expenses
Development cost
Technology/ tools
Travel & entertainment
Office supplies
Funding Steps
Model 1: $814,000
• Develop the website
further
Model 2: $1,124,000
• Develop the website
• Produce print catalog
Model 3: $2,488,000
• Develop the website
• Produce print catalog
• Arrange conferences and
workshops

28. EVALUATION

29. DESIRED ACTION

30. EVALUATION
Model 1: Website: StopBullying.gov
• Increased traffic on website
• Increased activity on Twitter
• Start building relationships with partners
Model 2: Research and Communication
+ Model 1
• Bullying rate based on the field research (data analysis)
• Feedback from teachers, students, and parents
• Inquiries
Model 3: Employee Engagement
+ Model 2
• Conference participation
• Feedback after workshop