OUR STRATEGIC COMMUNICATIONS PLAN

Our Mission statement

	

Our 20-WORD Organizational description

	

Project:	
	
Submitted by:
		
Date:

                        TABLE OF CONTENTS                     PAGE	
		
STEP ONE: CONDUCT A SITUATION ANALYSIS		
  A. EXAMINE THE EXTERNAL ENVIRONMENT………………..…………….	3-4	
  B. EXAMINE THE INTERNAL ENVIRONMENT…………………………..….	5-6	
		
STEP TWO: CONNECT WITH YOUR AUDIENCE		
  A. AUDIENCE IDENTIFICATION……………………………………….……..	7	
  B. AUDIENCE PROFILE …………………..……………..………………..………	8-12	
  C. SELECT PRIORITY AUDIENCES …………………………………………….	13	
		
STEP THREE: DEFINE COMMUNICATIONS OBJECTIVES………………	14-16	
		
STEP FOUR: TAILOR MESSAGES………………………………………………	17-21	
		
STEP FIVE: DEVELOP APPROPRIATE STRATEGIES AND VEHICLES…	22-27	
		
STEP SIX: EVALUATE YOUR EFFORTS		
  A. STRATEGY FOR EVALUATION……………………………………….……...	28	
  B.  DEVELOP OUTCOME MEASURES…………..……………………..………..	29-31	
		
STEP SEVEN: CREATE A TIMELINE AND BUDGET		
  A. DEVELOP A CALENDAR………………………………………………………..	32	
  B. COMMUNICATIONS BUDGET SHEET……………………………………..	33	
Strategic communications plan

STEP ONE
CONDUCT A SITUATION ANALYSIS

A.	EXAMINE THE EXTERNAL ENVIRONMENT

Demographics:  Has there been a shift or change in the populations or the makeup of the communities you serve?  If yes, what does that mean?  If no, is that cause for alarm?

Economic:  How do donors perceive the economy and what does that mean for our financial future?  Will the economy impact the funding available from private foundations? Is the economy shifting in ways that will cause a growth or a decline in demand for services from the populations we serve?  

Technological developments:  What are the latest trends in business technology that we might use to become more cost-effective?  What are the latest products or trends in technology that could impact our program areas of interest  – health delivery, social services, job training, education, etc?  How will these trends impact our organization?  Can we afford to apply this technology to create a better product, provide improved services, and conduct more cost-effective advocacy efforts?  Are we on the Internet?

Political: What do we expect to be on the national, local, and state political agenda this year?  Could it affect our organization or the populations we serve? If the winds blow our way, what can we expect?  If they go against us, what’s the worst that can happen?  Is there something we’re not seeing?

Social:  What social or cultural trends are we seeing in the community, in the state, in the nation?  What does this mean for our organization and its work?  What social or cultural values do our constituents subscribe to?  Have these values changed recently?  If so, why?  Does that impact our relationship to our constituents?  What is the “mood” of the nation?  Our community?  What’s the latest fear in society?  What’s the latest demand?  What’s the latest “hope” or “solution” being talked about?  How could these fears, demands, and hopes impact our work?

B.	
EXAMINE THE INTERNAL ENVIRONMENT

Management Objectives: Are there clear management objectives? Is staff aware of the management objectives of the organization?  How do they relate to program objectives?  Have we defined what each management objective means and why it is important for the organization’s success?  Is there input or feedback from the staff? 

	

Human Resources:  What expertise does our staff have?  What knowledge base resides in our staff?  Do we provide training for our staff?  Do we have staff expertise in all the areas on which our organization is focused?  Do we have too many or not enough volunteers for the programs that require volunteer involvement?  What additional staffing do we require?

	

Financial Resources:  Are our financial resources covering our existing activities?  Do we pay our expenses in a timely manner?  Do we have a reserve fund?  Do we have a core group of supporters and donors?  Does this base need to be expanded?  

	

Physical Infrastructure:  Does the organization have enough workspace for staff, consultants and temporary workers?  Is the space conducive to teamwork?  Are there adequate light, air and heat?  Can people have a private conversation if they need to?  Is the neighborhood safe for staff working odd hours?  Is there room to expand if we take on new programs?

 

	

Technology Infrastructure:  Do people have adequate computers and software to perform their jobs?  Are there an adequate number of phone lines so that callers don’t experience a busy signal?  Are we maximizing the use of our printers?  Our telephone system?  Do we have access to a VCR and monitor?  To a video camcorder?  Does staff do a lot of conference calling?  Is it worth buying a phone made especially for conference calls?

	

How will these factors influence the implementation of our strategic communications plan?

	

STEP TWO 
CONNECT WITH YOUR AUDIENCE
A. AUDIENCE IDENTIFICATION

Step 1. Review the list below and rate each “audience” in terms of their importance to your work (somewhat important, critically important or not applicable).  Step 2. Decide whether you have been effective or not effective at reaching out to them. Step 3. Rank the 5 most critical audiences for this planning process.  Check the appropriate boxes.

STEP 1	Step 2	STEP 3	
Category	N/A	Somewhat Important	Critical	Not
Effective	Effective	Rank the Top 5	
Colleagues at other organizations  	       						
Organizations with similar program interests and values or with whom we partner							
Organizations that oppose our work							
Activists/advocates  (against us)							
Clients							
Activists/advocates (for us)							
Board members							
Volunteers							
Staff							
Private foundations							
Corporate foundations							
Donors							
Community leaders							
Community groups							
Church groups							
Government officials/policymakers							
Non-government policymakers							
Parents							
Educators/teachers								
Corporations – senior managers							
Small business owners							
Young people								
Health care providers							
Social service agencies							
Academic or trade press							
National press							
State and local reporters, editors, media outlets, specific programs							
Other audience(s) not on this list:	

							

B. AUDIENCE PROFILE

AUDIENCE_____________________________________________________

1.	Describe your audience:  What are their concerns?  What characteristics of your audience are important to your organization (e.g. their education levels, income levels; family size, health issues)?

2.	Why are they important to you?

3.	Why should your audience care about your organization and its issues?

4.	What do you want from this audience?

5.  How does this audience receive information?

6. Are there particular individuals who have credibility or power over the target audience?  What are their names?

7.  Are there other individuals that can help you better reach this target audience? Who?

8.  How will you know if you have successfully reached this audience?

B. AUDIENCE PROFILE

AUDIENCE_____________________________________________________

1.	Describe your audience:  What are their concerns?  What characteristics of your audience are important to your organization (e.g. their education levels, income levels; family size, health issues)?

2.	Why are they important to you?

3.	Why should your audience care about your organization and its issues?

4.	What do you want from this audience?

5.	How does this audience receive information?

6.	Are there particular individuals who have credibility or power over the target audience?  What are their names?

7.	Are there other individuals that can help you better reach this target audience? Who?

8.	How will you know if you have successfully reached this audience?

B. AUDIENCE PROFILE

AUDIENCE_____________________________________________________

1.	Describe your audience:  What are their concerns?  What characteristics of your audience are important to your organization (e.g. their education levels, income levels; family size, health issues)?

2.	Why are they important to you?

3.	Why should your audience care about your organization and its issues?

4.	What do you want from this audience?

5.	How does this audience receive information?

6.	Are there particular individuals who have credibility or power over the target audience?  What are their names?

7.	Are there other individuals that can help you better reach this target audience? Who?

8.	How will you know if you have successfully reached this audience?

B. AUDIENCE PROFILE

AUDIENCE_____________________________________________________

1.	Describe your audience:  What are their concerns?  What characteristics of your audience are important to your organization (e.g. their education levels, income levels; family size, health issues)?

2.	Why are they important to you?

3.	Why should your audience care about your organization and its issues?

4.	What do you want from this audience?

5.	How does this audience receive information?

6.	Are there particular individuals who have credibility or power over the target audience?  What are their names?

7.	Are there other individuals that can help you better reach this target audience? Who?

8.	How will you know if you have successfully reached this audience?

B. AUDIENCE PROFILE

AUDIENCE_____________________________________________________

1.	Describe your audience:  What are their concerns?  What characteristics of your audience are important to your organization (e.g. their education levels, income levels; family size, health issues)?

2.	Why are they important to you?

3.	Why should your audience care about your organization and its issues?

4.	What do you want from this audience?

5.	How does this audience receive information?

6.	Are there particular individuals who have credibility or power over the target audience?  What are their names?

7.	Are there other individuals that can help you better reach this target audience? Who?

8.	How will you know if you have successfully reached this audience?

C. SELECT PRIORITY AUDIENCES

Review the previous list and select five groups that you will focus on for your strategic communications plan.  Indicate how they are important to your work and the desired action you would like them to take.

AUDIENCE	WHY ARE THEY IMPORTANT TO US?	DESIRED ACTION	
EXAMPLE: NPO	Provides coordination with similar projects around our mission.  Identifies resource needs and develops standard language on our issue.
	How to work together and when we can work alone.	
1.

			
2.

			
3.

			
4.

			
5.

			

STEP THREE
DEFINE COMMUNICATIONS OBJECTIVES  

Remember that Communications Objectives focus on changing specific knowledge, attitudes, or behaviors in the audience.  Communications Objectives have action verbs (e.g., educate, teach, inform, provide, conduct, enlist, mobilize, discuss, promote, build consensus).

Communications Objective #1	
	
Target Audience:		
	
Select One:	•	Inform	•	Engage	•	Motivate	•	 Maintain	
	
Desired Action:		
	
Target Date:		
		
State Objective:		

Communications Objective #2	
	
Target Audience:		
	
Select One:	•	Inform	•	Engage	•	Motivate	•	 Maintain	
	
Desired Action:		
	
Target Date:		
		
State Objective:	
	
___________________________________________________________________________
Apply the SMART test.  Are your Communications Objectives:

•	Specific?	•	Measurable?	•	Appropriate?	•	Realistic?	•	Timebound?	

Communications Objective #3	
	
Target Audience:		
	
Select One:	•	Inform	•	Engage	•	Motivate	•	 Maintain	
	
Desired Action:		
	
Target Date:		
		
State Objective:		

Communications Objective #4	
	
Target Audience:		
	
Select One:	•	 Inform	•	Engage	•	Motivate	•	 Maintain	
	
Desired Action:		
	
Target Date:		
		
State Objective:		

___________________________________________________________________________
Apply the SMART test.  Are your Communications Objectives:

•	Specific?	•	Measurable?	•	Appropriate?	•	Realistic?	•	Timebound?	

Communications Objective #5	
	
Target Audience:		
	
Select One:	•	Inform	•	Engage	•	Motivate	•	 Maintain	
	
Desired Action:		
	
Target Date:		
		
State Objective:	

Communications Objective #6	
	
Target Audience:		
	
Select One:	•	 Inform	•	Engage	•	Motivate	•	 Maintain	
	
Desired Action:	

Target Date:		
		
State Objective:	

___________________________________________________________________________
Apply the SMART test.  Are your Communications Objectives:

•	Specific?	•	Measurable?	•	Appropriate?	•	Realistic?	•	Timebound?	

STEP FOUR
  TAILOR MESSAGES

Create a message for each of your priority audiences.  It should have three parts. It should identify the issue and desired change, make it relevant to the audience and provide an action step that they can take.  Your message should be written as a complete sentence or two.  Try to use the most persuasive language and use the word “you” at least once.

TARGET AUDIENCE:______________________________________________

DESIRED CHANGE:_______________________________________________

WHY SHOULD YOUR AUDIENCE CARE

THE ISSUE

  				                 

WHAT YOU WANT YOUR AUDIENCE TO DO, THINK, OR FEEL

PART 1. (THE ISSUE)  	

PART 2. (WHY SHOULD YOUR AUDIENCE CARE) 	

PART 3. (WHAT YOU WANT YOUR AUDIENCE TO DO, THINK, OR FEEL) 	

NOW, WRITE A MESSAGE COMBINING ALL 3 PARTS 
AS IF YOU ARE TALKING TO THE AUDIENCE.	

Create a message for each of your priority audiences.  It should have three parts. It should identify the issue and desired change, make it relevant to the audience and provide an action step that they can take.  Your message should be written as a complete sentence or two.  Try to use the most persuasive language and use the word “you” at least once.

TARGET AUDIENCE:______________________________________________

DESIRED CHANGE:_______________________________________________

WHY SHOULD YOUR AUDIENCE CARE

THE ISSUE

  				                 

WHAT YOU WANT YOUR AUDIENCE TO DO, THINK, OR FEEL

PART 1. (THE ISSUE)   	

PART 2. (WHY SHOULD YOUR AUDIENCE CARE) 	

PART 3. (WHAT YOU WANT YOUR AUDIENCE TO DO, THINK, OR FEEL) 	

NOW, WRITE A MESSAGE COMBINING ALL 3 PARTS 
AS IF YOU ARE TALKING TO THE AUDIENCE.	

Create a message for each of your priority audiences.  It should have three parts. It should identify the issue and desired change, make it relevant to the audience and provide an action step that they can take.  Your message should be written as a complete sentence or two.  Try to use the most persuasive language and use the word “you” at least once.

TARGET AUDIENCE:______________________________________________

DESIRED CHANGE:_______________________________________________

WHY SHOULD YOUR AUDIENCE CARE

THE ISSUE

  				                 

WHAT YOU WANT YOUR AUDIENCE TO DO, THINK, OR FEEL

PART 1. (THE ISSUE)   	

PART 2. (WHY SHOULD YOUR AUDIENCE CARE) 	

PART 3. (WHAT YOU WANT YOUR AUDIENCE TO DO, THINK, OR FEEL) 	

NOW, WRITE A MESSAGE COMBINING ALL 3 PARTS 
AS IF YOU ARE TALKING TO THE AUDIENCE.	

Create a message for each of your priority audiences.  It should have three parts. It should identify the issue and desired change, make it relevant to the audience and provide an action step that they can take.  Your message should be written as a complete sentence or two.  Try to use the most persuasive language and use the word “you” at least once.

TARGET AUDIENCE:______________________________________________

DESIRED CHANGE:_______________________________________________

WHY SHOULD YOUR AUDIENCE CARE

THE ISSUE

  				                 

WHAT YOU WANT YOUR AUDIENCE TO DO, THINK, OR FEEL

PART 1. (THE ISSUE)  	

PART 2. (WHY SHOULD YOUR AUDIENCE CARE) 	

PART 3. (WHAT YOU WANT YOUR AUDIENCE TO DO, THINK, OR FEEL) 	

NOW, WRITE A MESSAGE COMBINING ALL 3 PARTS 
AS IF YOU ARE TALKING TO THE AUDIENCE.	

Create a message for each of your priority audiences.  It should have three parts. It should identify the issue and desired change, make it relevant to the audience and provide an action step that they can take.  Your message should be written as a complete sentence or two.  Try to use the most persuasive language and use the word “you” at least once.

TARGET AUDIENCE:______________________________________________

DESIRED CHANGE:_______________________________________________

WHY SHOULD YOUR AUDIENCE CARE

THE ISSUE

  				                 

WHAT YOU WANT YOUR AUDIENCE TO DO, THINK, OR FEEL

PART 1. (THE ISSUE)  	

PART 2. (WHY SHOULD YOUR AUDIENCE CARE) 	

PART 3. (WHAT YOU WANT YOUR AUDIENCE TO DO, THINK, OR FEEL) 	

NOW, WRITE A MESSAGE COMBINING ALL 3 PARTS 
AS IF YOU ARE TALKING TO THE AUDIENCE.	

STEP FIVE
DEVELOP STRATEGIES AND VEHICLES

COMMUNICATIONS OBJECTIVE #1	
		
Target audience:		
		
state objective:		
Which vehicles will you use, how will you use them, and why are they good strategic choices?	
		
•	Face-to-face:		
		
•	print:	

•	audio:		
		
•	video:	

•	Website/EMAIL:	

•	other:	

COMMUNICATIONS OBJECTIVE #2	
		
Target audience:		
		
state objective:		
Which vehicles will you use, how will you use them, and why are they good strategic choices?	
		
•	Face-to-face:		
		
•	print:	

•	audio:		
		
•	video:	

•	Website/EMAIL:	

•	other:	

	

COMMUNICATIONS OBJECTIVE #3	
		
Target audience:		
		
state objective:		
Which vehicles will you use, how will you use them, and why are they good strategic choices?	
		
•	Face-to-face:		
		
•	print:	

•	audio:		
		
•	video:	

•	Website/EMAIL:	

•	other:	

COMMUNICATIONS OBJECTIVE #4	
		
Target audience:		
		
state objective:		
Which vehicles will you use, how will you use them, and why are they good strategic choices?	
		
•	Face-to-face:		
		
•	print:	

•	audio:		
		
•	video:	

•	Website/EMAIL:	

•	other:	

COMMUNICATIONS OBJECTIVE #5	
		
Target audience:		
		
state objective:		
Which vehicles will you use, how will you use them, and why are they good strategic choices?	
		
•	Face-to-face:		
		
•	print:	

•	audio:		
		
•	video:	

•	Website/EMAIL:	

•	other:	

COMMUNICATIONS OBJECTIVE #6	
		
Target audience:		
		
state objective:		
Which vehicles will you use, how will you use them, and why are they good strategic choices?	
		
•	Face-to-face:		
		
•	print:	

•	audio:		
		
•	video:	

•	Website/EMAIL:	

•	other:	

STEP SIX
EVALUATE YOUR EFFORTS

A.	STRATEGY FOR EVALUATION

Define the purpose of the evaluation. What activities are you planning to evaluate?  Will you be measuring communication activities or communication impact?  Who is the target audience?

 	
Who will be on the evaluation team?

 	
Please list the measurable aspects of your communications objectives in the first column and indicate how you intend to measure those aspects in the second column.	

	

b. Develop Outcome Measures

Re-examine the Communications Objectives you created for.  List three measurable activities AND three measurable impacts below.  If need be, revise the Communications Objective to be sure you are measuring both impact and activities. 
 
Communications Objective #1	

Activities to Measure:	
1. 	
2. 	
3. 	

Impacts to Measure:	
1. 	
2. 	
3. 	

State or revise the Communications Objective to demonstrate impact:	

Communications Objective #2	

Activities to Measure:	
1. 	
2. 	
3. 	

Impacts to Measure:	
1. 	
2. 	
3. 	

State or revise the Communications Objective to demonstrate impact:	

Communications Objective #3	

Activities to Measure:	
1. 	
2. 	
3. 	

Impacts to Measure:	
1. 	
2. 	
3. 	

State or revise the Communications Objective to demonstrate impact:	

Communications Objective #4	

Activities to Measure:	
1. 	
2. 	
3. 	

Impacts to Measure:	
1. 	
2. 	
3. 	

State or revise the Communications Objective to demonstrate impact:	

Communications Objective #5	

Activities to Measure:	
1. 	
2. 	
3. 	

Impacts to Measure:	
1. 	
2. 	
3. 	

State or revise the Communications Objective to demonstrate impact:	

Communications Objective #6	

Activities to Measure:	
1. 	
2. 	
3. 	

Impacts to Measure:	
1. 	
2. 	
3. 	

State or revise the Communications Objective to demonstrate impact:	

STEP SEVEN 
CREATE A TIMELINE 
AND BUDGET 

A. DEVELOP A CALENDAR

Write the month, date, activity and person responsible for each task involved in implementing each strategy.  Note events, holidays, lunch dates, etc.

DUE
DATE	ACTION/TASK/EVENT/HOLIDAY, ETC.	PERSON RESPONSIBLE	

	

		

	

		

	

		

			

B. COMMUNICATIONS BUDGET SHEET

STRATEGY/TASKS	TARGET DATE	COST