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Making the case for comms strategy. South West Regional Group: Demonstrating the value of comms, 16 October 2015
The document outlines the need to develop a communications strategy to secure investment from senior decision makers. It identifies key barriers like a lack of vision, knowledge of comms, and budget constraints. The strategy would use insights from a survey to address these barriers with messages about how comms can help achieve goals, deliver ROI, and be measurable. It would employ content types like case studies and data through channels like emails and sessions to overcome objections and ultimately gain more investment in a strategic comms approach.
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Making the case for comms strategy. South West Regional Group: Demonstrating the value of comms, 16 October 2015
- 1. Making the casefor comms strategy Charity Comms presentation, October 2015. Chris Deary / @ChrisDeary
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- 4. Campaigning for change We wantto make people angry about this injustice Michael Owen’s people say he might be up for doing something, so we need an idea to inspire him It’s the World Cup and our audience is men, so we need to make a big splash Not enough people know about the research we do COMMS BRIEFS SAY STUFF LIKE THIS We want to shake up how we sound. Make it more authentically female
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- 9. A COMMS STRATEGYTO SELL IN A COMMS STRATEGY TO SELL IN COMMS STRATEGIES
- 10. Campaigning for change THIS ISN’TA COMMS STRATEGY BLOG POSTS FACEBOOK POSTS TWITTER POSTS MON CEO update Promote CEO blog post TUES Promote CEO blog post Fundraiser shout out WED Petition reminder THURS Fundraiser shout out Services reminder FRI Annual report plug Promote annual report blog post
- 11. Mums aged between25 and 40 Influential journalists THIS ISN’T A COMMS STRATEGY
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- 13. PROSTATE CANCER UK COMMS STRATEGY We needmen to get together to help beat prostate cancer Men don’t see their friends enough
- 14. A COMMS STRATEGYTO SELL IN Keeping Friendships Alive
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- 19. A COMMS STRATEGYTO SELL IN A COMMS STRATEGY TO SELL IN COMMS STRATEGIES
- 20. Audience Senior decisionmakers
- 21. Audience Goal Senior decision makers Securestakeholder buy in strategic approach to comms
- 22. Audience Goal ?Barriers ? ? Seniordecision makers Secure stakeholder buy in strategic approach to comms ??
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- 25. Campaigning for change OUR SURVEYSAID… • Lack of knowledge of how comms work
- 26. Campaigning for change OUR SURVEYSAID… • Lack of knowledge of how comms work • Lack of vision around what they could achieve
- 27. Campaigning for change OUR SURVEYSAID… • Lack of knowledge of how comms work • Lack of vision around what they could achieve • Internal politics preventing strategic focus
- 28. Campaigning for change OUR SURVEYSAID… • Lack of knowledge of how comms work • Lack of vision around what they could achieve • Internal politics preventing strategic focus • Fear of the unknown / risk aversion
- 29. Campaigning for change OUR SURVEYSAID… • Lack of knowledge of how comms work • Lack of vision around what they could achieve • Internal politics preventing strategic focus • Fear of the unknown / risk aversion • Lack of budget
- 30. A COMMS STRATEGYTO SELL IN KEY MESSAGES TO OVERCOME THOSE BARRIERS
- 31. Comms can help us achieveall of our business goals Photo: Steven Lewarne, Flickr
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- 33. Comms can be measurable and iterative Photo: CarolVanHook, Flickr
- 34. Photo: Nicolas Raymond,Flickr Comms can deliver return on investment (ROI)
- 35. Audience Goal Lack of vision Comms canhelp us achieve all of our business goals Barriers Key messages Risk aversion Stretched budgets It’s measurable & iterative ROI Senior decision makers Secure investment in strategic approach to comms Lack of knowledge Trust your comms team Internal politics
- 36. Audience Goal Lack of vision Comms canhelp us achieve all of our business goals Barriers Key messages Risk aversion Stretched budgets It’s measurable & iterative ROI Senior decision makers Secure investment in strategic approach to comms Lack of knowledge Trust your comms team Internal politics Content types ?? ?
- 37. Campaigning for change COMMS CANHELP US ACHIEVE OUR BUSINESS GOALS Case studies
- 38. Campaigning for change TRUST YOURCOMMS TEAM Thought leadership
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- 40. Campaigning for change MEASURABLE &ITERATIVE / CAN DELIVER ROI Snackable data
- 41. Audience Goal Lack of vision Comms canhelp us achieve all of our business goals Barriers Key messages Content types Channels Risk aversion Stretched budgets It’s measurable & iterative It delivers ROI Snackable data Informal emails Case studies Formal internal comms / knowledge sharing sessions Senior decision makers Secure investment in strategic approach to comms Lack of knowledge Trust your comms team Thought leadership Internal politics
- 42. Audience Goal Lack of vision Comms canhelp us achieve all of our business goals Barriers Key messages Channels Risk aversion Stretched budgets It’s measurable & iterative It delivers ROI Snackable dataCase studies Senior decision makers Secure investment in strategic approach to comms Lack of knowledge Trust your comms team Thought leadership Internal politics KPI Open and click rates / Attendance at sessions Conversations started Formal internal comms / knowledge sharing sessions Informal emails Content types
- 43. MORE INVESTMENT IN A STRATEGIC APPROACHTO COMMS THE ULTIMATE KPI
- 44. 1 Be ambitiouswith what comms can achieve IN SUMMARY
- 45. 1 Be ambitiouswith what comms can achieve 2 Make a strategy to sell it in IN SUMMARY
- 46. 1 Be ambitiouswith what comms can achieve 3 Base that strategy on real insights about the barriers you need to overcome 2 Make a strategy to sell it in IN SUMMARY
- 47. 1 Be ambitiouswith what comms can achieve 3 Base that strategy on real insights about the barriers you need to overcome 2 Make a strategy to sell it in 4 Test and learn IN SUMMARY
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- 49. Thank you Chris Deary/ @ChrisDeary All credited photos licensed by Creative Commons.
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- 51. South West RegionalGroup 16 October 2015 Bristol #ccsouthwest