The document outlines an agenda for a communications workshop. It includes exercises for participants to develop communications plans for their projects. They will identify their current positioning and context, target audiences and objectives, communication channels and tactics, and create timelines and activities. The goal is for participants to collaboratively develop strategic communications plans and stay connected going forward.

1. STRATEGIC
COMMUNICATIONS
Diversity, Drama, Development Workshops
Amman – 12 February 2015

2. Hi, I’m Wiebke.
Activist &
Computer Scientist
Communications
Manager &
Marketing Expert
Consultant &
Change Facilitator

3. Our task for this morning
Develop a
communications
plan for our
projects
& consider
social media

4. HOW HAVE YOU COMMUNICATED
YOUR PROJECTS IN THE PAST?

5. WHAT ARE YOUR WISHES AND
QUESTIONS FOR THIS TRAINING?

6. Outline of the morning
2. Who do we want to reach?
Audiences & Objectives
3. How can we reach them?
Tactics & Channels
1. Where are we now?
Positioning & Context
4. How will we do this?
Activities & Timelines
Overview & Framework Review & Collaboration

7. Strategic Communications
Ac#on&

8. Strategic Communications
Ac#on&
?
?
?
?
Exploring
complexity
Motivating
certainty

9. IF YOU FIND A FIRE
1. RAISE THE ALARM
2. GO IMMEDIATELY TO A
PLACE OF SAFETY
3. CALL THE FIRE BRIGADE
If you find a fire
1. Network with your neighbours.
2. Explain the issues & processes of ignition,
fuel effects, oxidation & ion plasmas.
3. Address the social & economic justice
dimensions.
4. Educate decision-makers regarding the
establishment of an adequately resourced
fire brigade & fire prevention culture & ask
your neighbours to join in.
Keep it simple
Awareness Raising Behaviour Change

10. Message&
Strategic Communications
Communica#on& Ac#on&
Messenger& Audience&

12. Prepared by
Date
Our objectives
Project Title
Our project in one sentence
Our context Our target audiences
Communications Planning Canvas
Our channels Our first step Final resultPreparation Tour Follow-up
ThisworkislicensedunderaCreativeCommons
Attribution-ShareAlike4.0InternationalLicense.MomentumforSustainability
1
21
2 3 4
2. Who do we want to reach?
Audiences & Objectives
3. How can we reach them?
Tactics & Channels
1. Where are we now?
Positioning & Context
4. How will we do this?
Activities & Timelines

13. 1. Where are we now?
Positioning
Boilerplate text
• Project title
• In one sentence (140
characters)
• Short description (100
words)
• Full article (400 words)
Visual identity
• Logo
• Fonts
• Colours
• Images and other
visual elements

14. Game: Who are you?
In mixed groups of 3:
1. A describes their project briefly (1’)
2. B and C write a description of the
project, max. length 140 characters /
20 words (1’)
3. Switch roles and repeat ;)
In your teams: choose the best
description and add it to your canvas.

15. 1. Where are we now?
Context

16. Game: Snakes and Ladders
In mixed groups of 3:
1. A describes the current situation of their
organisation with regards to communications (1’)
2. B and C ask follow-up questions to determine
opportunities and challenges (3’)
3. B and C write 3 most important challenges and
opportunities on a post-it which A then adds to
their canvas.

17. 2. Who do we want to reach?
Communications Objectives
Improve minority experience and increase
respect for cultural diversity, by:
• Creating inspiring plays
• Attracting people to
shows
• Inspiring others to
take action

18. WHO IS YOUR TARGET AUDIENCE?

19. 2. Who do we want to reach?
Target Audiences
1. On your own,
brainstorm a list of
10-12 groups and
individuals that your
project will need to
involve.
2. Mark the 3-5 most
important ones.
3. With your team,
position these target
audiences on the
template.
Easier to reach
MoreimportantLessimportant
Harder to reach

20. Understanding audiences
?
Awareness
Do they know we exist?
Alignment
Do they agree with us?
Action
Is it important & easy enough?
Where are they now?

21. Understanding audiences
?
Awareness
Do they know we exist?
Alignment
Do they agree with us?
Action
Is it important & easy enough?
Where are they now?
What’s in it for them?
Belonging&Ease&
Status&
Approval&
Habits&
Iden#ty&
Values&
Emo#ons&

22. Understanding audiences
• Where are they now?
• What’s in it for them?
• What do we want them to…
– do?
– think?
– feel? ?

23. 3. How can we reach them?
Channels
Own media Earned media Paid media
Email list
Flyers
Canvassing
…
Media relations
Social media
Articles
…
Advertising
Posters
Sponsoring
…

24. GOOD
COMMUNICATIONS
1. Establish Connection
2. Promise Reward
3. Inspire Action
4. Stick in Memory

25. 4. How will we do this?
Activities & Timeline
Now: complete your
canvas.
• For each of your three
objectives, identify the
channels you will use.
• Then find the final result
you want to achieve.
• For your work plan,
identify:
– Your first step
– One step each for
preparation, tour,
follow-up

26. VISIBILITY
GUIDELINES

27. Key Points
• Activities need to be timely
• Information used must be
accurate
• The right audience(s) should be
targeted
• Messages should interest the
target audience(s)
• Activities should be appropriate in
terms of resources spent, timing
and expected impact
• Activities should be coordinated
closely with the Commission
http://ec.europa.eu/europeaid/communication-and-visibility-
manual-eu-external-actions_en

28. Communication and
Visibility Plan Template
Objectives
1. Overall communication
objectives
2. Target groups
3. Specific objectives for each
target group
Communication Activities
1. Main activities that will take
place during the period covered
by the communication and
visibility plan
2. Communication tools chosen
Indicators of Achievement
1. Completion of the
communication objectives
2. Provisions for feedback (when
applicable)
Resources
1. Human Resources
2. Financial resources

29. Visibility
• Display the logo in a
prominent position and
visible.
• Add: “this project is
funded by the EU” (or
alike)
! Include a disclaimer
“This publication (website, video) has been
produced with the assistance of the European
Union. The contents of this publication are
the sole responsibility of <name of the
author/ contractor/implementing partner/
international organisation> and can in no way
be taken to reflect the views of the European
Union.”

30. Prepared by
Date
Our objectives
Project Title
Our project in one sentence
Our context Our target audiences
Communications Planning Canvas
Our channels Our first step Final resultPreparation Tour Follow-up
ThisworkislicensedunderaCreativeCommons
Attribution-ShareAlike4.0InternationalLicense.MomentumforSustainability

31. HOW DO WE WANT
TO WORK TOGETHER?

32. Outline of the morning
2. Who do we want to reach?
Audiences & Objectives
3. How can we reach them?
Tactics & Channels
1. Where are we now?
Positioning & Context
4. How will we do this?
Activities & Timelines
Overview & Framework Review & Collaboration

33. Let’s stay in touch!
@wiebkehere
wiebke@onsubject.eu
+31 61 55 073 66
http://www.onsubject.eu/newsletter
• What I learned today…
• I particularly liked…
• One idea for next time…