developing a communications strategy kelly r hall, cce iom president/ceo longview chamber of...
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DEVELOPING ACOMMUNICATIONS STRATEGY
Kelly R Hall, CCE IOMPresident/CEO
Longview Chamber of [email protected]
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Developing Your Plan
Where To Begin• Why do want to have a communications plan?• What do you want to communicate?• Have you asked each person on the team what they need
to accomplish?• What results do you want?• How will you measure success?• How will you use it?• How to you engage staff? How do you secure buy in and
support of staff?
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Communication Checklist
Information Collection
OrganizationFAQs
Template for Press Releases
Relationshipsw/ Media
Defined Framework
ChamberNews Room
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7 Steps to Writing a Communications Plan
Executive Summary
• Written Last• Description of the communication process for non-communication-
trained decision makers• Compelling opening that gets the readers to say “ah ha”
Background
• Provide history of organization• What led your organization to need a communication plan
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Situational Analysis
• Formative Research
Step 3
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Situation Analysis
What are
Facts?
Outstanding Issues?
Focus Groups
Where are the gaps?
Surveys
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Step 4
•Set your goals and objectives•Objectives are SMART
(specific, measurable, attainable, relevant and time-sensitive)
Strategic Summary
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ScheduleCreate an implementation schedule•What tactics are you using to reach your target markets?•How do you build your content calendar?•Where is the information released?•How do to track progress?•How do you tract and measure … Gantt chart
Step 5
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Longview Sample
TOOLS NETWORKING RESOURCES SERVICES PROMOTIONPROFESSIONAL DEVELOPMENT
The ChamberBusiness ReferralTotal Resource CampaignStrategic PlanPlan of WorkMember Business DirectoryUniquely LongviewMapMailing ListsRibbon CuttingsTechgnology WebinarsWoman's Leadership SeriesPast Chairman's CouncilBusiness Development SeriesCertificate of OrginBusiness After HoursLeadership LongviewLeadership AlumniMeeting Room RentalCVBVisitor BrochureMeeting Planners GuideEvent GuideHospitality TrainingConvention ServicesPromotional ItemsMain StreetFaçade GrantDesign GuidelinesSmall Business AssistanceDowntown EventsPreservation Guidelines
As a COMMUNICATION TOOL The Chamber provides or communicates…
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Longview SampleEVENTS
Key Publics/ Target Audience
Chamber of Commerce Fax Radio TVBanner
AdLP Buzz
E-NewsletterPress
ReleaseSocial Media
Website Billboard BrochureEvent
ProgramLPR
NewsletterNewspaper
AdPostcard/Invitation
Rack Card
P - Primary, S - Secondary, T- Tertiary
Annual Banquet t t t t t t t P
Boat Show t t t t t t t t t P, S, T
Business Advocacy Events t t t t P, S, T
Business EXPO t t t t t t t t t t t t P, S, T
Member2Member t t t P
PAR BUSTERS t t t t P,TQuarterly Membership
Luncheonst t t t t t P
Main Street
AlleyFest t t t t t t t t t t t t t t t P, S, T
ArtWalk t t t t P, S, T
Music on the Plaza t t t t t t P, S, T
Downtown Live t t t t t t t P, S, T
Movies on the Plaza t t t t t t P, S, T
Christmas Parade t t t t t t t t P, S, T
CVB
Hospitality Training t t t t t t t t t P, S, T
Webinar t t t t t t P
Party in the Pines t t t t t t P, S, T
AlleyFest t t t t t t t t t t t t t t t P, S, T
Great TX Balloon Race t t t t t t t P, S, T
Electronic Communications Print CommunicationsBroadcast Communications
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Samples
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Samples
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PUBLICATION ONLINE ANNUAL ISSUE MONTHS SIZE TO PUBD ONLINE Y Y TRAVEL LISTING ALL 11/1/2011-10/31/2012
D TRAVEL SPRING TRAVEL PLANNER
MAR 1/2 PAGE H 3/1/2012
EAST TEXAS COMMUNITY NEWSPAPERS Y NEWSPAPER INSERT ALL FULL PAGE 7/1/2012EAST TEXAS TOURISM Y VACATION GUIDE ALL 1/1/2012-12/31/2012EAST TEXAS TOURISM Y GROUP TOUR MANUAL ALL 1/4 PAGE 1/1/2012-12/31/2012EAST TEXAS TOURISM Y FUN MAP ALL 1/1/2011
FESTIVAL BROCHURE Y2012 FOCUSED PUBLICATION ALL 4 FOLD 12/1/2012
FISH & GAME - Green Agency MONTHLY - CLASSIFIED NOV 5 INCH 11/1/2011FORBES & BUTLER - DESIGN DESIGN WORKKOLOR VIEW ALLEYFEST FEB-MAY RACKCARD-10K 2/1/2011KOLOR VIEW E.T. OUTDOOR EXPO OCT-JAN RACK CARD - 5K 11/1/2011
KOLOR VIEWGREAT TEXAS BALLOON RACE MAR-JUL RACK CARD - 10k 3/1/2012
KOLOR VIEW* PARTY IN THE PINES FEB-MAY RACK CARD - 5K 2/1/2012MADDEN MEDIA FALL STF SEP-DEC 1/8/PAGE 9/15/2011-12/30/2011MADDEN MEDIA SPRING STF 2012 APR-JUL 1/8 PAGEMADDEN MEDIA Y ANNUAL ALL Ibrochure 10/1/2012-9/30/2012NETTC FESTIVAL GUIDE Y Y 1/1/2013-12/1/2013NETTC MAP Y Y 3/1/2012-2/28/2013RIDE TEXAS WINTER 2012 JAN,FEB,MAR 1/2 PAGE H 1/4/2012RIDE TEXAS SPRING 2012 APR,MAY,JUN 1/2 PAGE H 4/5/2012SOUTHERN TRAVELER BI-MONTHLY MAR-APR 1/3 SQ 3/1/2012-4/30/2012SOUTHERN TRAVELER BI-MONTHLY MAY-JUN 1/3 SQ 5/1/2012-6/30/2012SOUTHERN TRAVELER BI-MONTHLY JUL-AUG 1/3 SQ 7/1/2012-8/31/2012SOUTHERN TRAVELER BI-MONTHLY SEP-OCT 1/3 SQ 9/1/2012-10/31/2012TEXAS FISH & GAME - Green MONTHLY -CLASSIFIED DEC 5 INCH 12/1/2011TEXAS FISH & GAME - Green N. ALMANAC JAN 1/2 H 1/1/2012TEXAS HIGHWAYS Y Y 2012 ALL MARKETPLACE 1/1/2012-12/31/2012TEXAS HIGHWAYS MONTHLY MAR 1/3 PAGE H 3/1/2012TEXAS HIGHWAYS MONTHLY APR 1/3 PAGE H 4/1/2012TEXAS HIGHWAYS MONTHLY MAY 1/3 PAGE H 5/1/2012TEXAS HOSPITALITY AND LODGING ASSOCIATION Y MEMBERSHIP FOR HOTELS
TEXAS MONTHLY Y Y ANNUAL ALL
SPONSORSHIP OF LONGVIEW, TX OVERVIEW WEB PAGE ON TEXTRAVELER.COM 10/1/2011-9/1/2012
TEXAS MONTHLY YANNUAL - TACVB SPORTS FACILITY DIRECTORY ALL 1/2 PAGE H
TEXAS STATE TRAVEL GUIDE Y ANNUAL ALL 1/3 PAGE H 1/1/2012TEXAS TRAVEL INDUSTRY ASSOCIATION - TTIA Y FILE FOLDER ALL BROCHURE AD 1/1/2012TOUR TEXAS Y MONTHLY ALL TOP BANNER 1/1/2012-12/31/2012
TRIPADVISOR Y Y ANNUAL ALL
SPONSORSHIP OF LONGVIEW, TX OVERVIEW WEB PAGE 2/17/2011
TRIPADVISOR Y Y ANNUAL ALL
DALLAS/FTW/ HOUSTON TARGET MARKETING 5/1/2011 - 7/30/2011
Longview Ad Schedule
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• What will it cost your organization to execute?Staff time, consultant, graphics
designer, ad space, editorial space, website, e-news, etc.
Budget
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Evaluation&
Measurement
• Consider through out all phases …
• Remember the process is not linear but rather a series of loops
Evaluate
• Metrics, objectives and measurement tools
Measure • Who do you want to reach
• How will you reach them
Results
A Marathon Not a Race
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Moving Your Plan Forward
Four Steps to Begin
Identify a lead person
Form a cross
functional team
Establish parameters
Empower and let go
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Resources: http://www.acce.org/information-office/hero/
http://www.iabc.com/cwb/archive/2012/0312/
http://www.slideshare.net/davefleet/strategic-communications-planning-a-free-ebook
https://www.uschamber.com/chambers/accreditation/best-practices
http://www.inc.com/guides/2010/09/how-to-write-an-executive-summary.html
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Next Steps for Discussion
Visit with your team members and/or key
stakeholders
Identify Potential Frustrations &
Concerns
What Does Success Look Like?
Plan for Success!
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Executive Summary
Background
Situation Analysis
Strategic Summary
Schedule
Budget
Evaluation &
Monitoring
7 Key Sections of a Communications Plan
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Q & A
Get Set Ready …. GO!