Seeing the bigger picture

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This document provides information about communications strategies on a limited budget. It discusses using research and analysis to understand audiences and key messages. Tactics and channels are suggested to reach different audiences like individual supporters, funding organizations, policymakers, and beneficiaries. Metrics for outputs like media value, website visits, and social media followers are presented along with potential outcomes around influencing policy, supporting practice, and fundraising. Overall tips emphasize aligning communications objectives with charity goals and knowing your audiences.

Education

Communications
on a Shoestring

Conference

27 June, 2012, London

#shoestringcomms

Seeing the bigger picture

Fiona Lewis
Head of Communications, National Literacy Trust

“I did it my way!”

What sort of
document?
Process?
Scope?

Charity goals

Comms
objectives
Research
&
analysis Audiences Key messages

Tactics and
channels
Evaluation

Research and analysis

Looking in Looking out
SWOT
•‘Gut feels’ - what •PEST
annoys you?
•Competitor
•Internal input analysis
•Stakeholder/ audience •Parallel worlds
analysis
•Surveys and focus
groups

Audience

Individual Funding Policy Beneficiaries
Practitioners
supporters orgs makers (C2DE
parents)

•Our research & analysis =
authority on literacy
•Reading for enjoyment
Messages

•We transform lives in the •Importance of talk
poorest communities
•Role of family
•We support practice in schools
Calls to action

Donate/ fund/ fundraise/ Join network Support your
support child’s literacy
Attend training
Website/ newsletter/ social Website/
Website/ newsletter
media newsletter/ social
/ social media
media

Mary, 64, Tunbridge Wells
Self-confessed bookworm
Primary school teacher before she had children
Just had her first grandchild
WHERE DOES SHE HANG OUT?
Bookshops/ library/ Book group/Literary
festivals
Waitrose/ John Lewis
MEDIA Saga holidays/ U3A
Woman’s Hour
WHAT WOULD SHE FIND
The Telegraph INTERESTING OR
USEFUL ?
The Lady
How to support your
The Week
grandchild’s literacy
Top 25 forgotten classics
free on your e-reader
The books every child
should have read to them

Corporate partnerships
Public Packet/ store messaging
affairs
PR content
APPG
Party
conference E-comms
events
Newsletters/ eshots
– supporter,
practitioner, parent
Tactics and channels

Print Media
Online
Impact News
report generation – Website
our
Supporter Microsite for parents
research,
leaflet celebs Social media
Schools Expert
Guide comment

My top tips
• Do it your way
• PowerPoint Power
• Charity goals = comms objectives
• SWOT, SWOT, SWOT
• Get to know your audiences
• Bigger picture vs. smaller picture
• Outputs and outcomes

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1. Communications on a Shoestring Conference 27 June, 2012, London #shoestringcomms

2. Seeing the bigger picture Fiona Lewis Head of Communications, National Literacy Trust

3. “I did it my way!” What sort of document? Process? Scope?

4. Charity goals Comms objectives Research & analysis Audiences Key messages Tactics and channels Evaluation

5. Charity goals to comms objectives Vision Everyone in the UK has the literacy skills they need Mission Raise the literacy of the 1 in 6 who has poor literacy skills Learning Literacy Early Enjoying Literacy Priorities to read In the language reading for work and write home Community Advocacy & Support for Strategies literacy Fundraising campaigning schools projects •Inform •Support Role of •Influence •Support practice fundraising Comms policy fundraising •Promote •Build •Influence •Build profile network & profile parents conferences

6. Research and analysis Looking in Looking out SWOT •‘Gut feels’ - what •PEST annoys you? •Competitor •Internal input analysis •Stakeholder/ audience •Parallel worlds analysis •Surveys and focus groups

7. Audience Individual Funding Policy Beneficiaries Practitioners supporters orgs makers (C2DE parents) •Our research & analysis = authority on literacy •Reading for enjoyment Messages •We transform lives in the •Importance of talk poorest communities •Role of family •We support practice in schools Calls to action Donate/ fund/ fundraise/ Join network Support your support child’s literacy Attend training Website/ newsletter/ social Website/ Website/ newsletter media newsletter/ social / social media media

8. Mary, 64, Tunbridge Wells Self-confessed bookworm Primary school teacher before she had children Just had her first grandchild WHERE DOES SHE HANG OUT? Bookshops/ library/ Book group/Literary festivals Waitrose/ John Lewis MEDIA Saga holidays/ U3A Woman’s Hour WHAT WOULD SHE FIND The Telegraph INTERESTING OR USEFUL ? The Lady How to support your The Week grandchild’s literacy Top 25 forgotten classics free on your e-reader The books every child should have read to them

9. Corporate partnerships Public Packet/ store messaging affairs PR content APPG Party conference E-comms events Newsletters/ eshots – supporter, practitioner, parent Tactics and channels Print Media Online Impact News report generation – Website our Supporter Microsite for parents research, leaflet celebs Social media Schools Expert Guide comment

10. Outputs Highlights Outcomes? • £800K yearly • Policy media value influenced • 30 in APPG • More parent • 20% email support opening rate • Practice influenced • 45K monthly • Network web visits membership • 13 million yearly • Funds raised parent Opps to • Profile/ brand View awareness • 6000+ Twitter • 3000+ Facebook

11. My top tips • Do it your way • PowerPoint Power • Charity goals = comms objectives • SWOT, SWOT, SWOT • Get to know your audiences • Bigger picture vs. smaller picture • Outputs and outcomes

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