increasing stakeholder engagement through strategic communication
DESCRIPTION
Presentation given at the NCCEP/GEAR UP National Conference in San Francisco July, 2013. Includes content on strategic communications and communication planning.TRANSCRIPT
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Increasing Stakeholder Engagement Through Strategic CommunicationsConvener:Daniel Bremer-Wirtig, Associate Director, Government Relations, NCCEP
Presenters:Sean K. Brennan, Communications, California GEAR UPAlison Eldridge, Communication Specialist, Washington State GEAR UP
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Agenda
• Why?• The Toolset:• Communications Strategy (aka “A failsafe
strategy”)• Step-by-step• Starting Points
• Communications Plan (aka “An easy-to-execute plan”)
• The Worksheets• The Q&A
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Questions
•With whom should you communicate (Audience)?•What to communicate (Message)?• How to create Content (and then some)?•When to communicate (Timing)?•What methods of communication to use
(Delivery)?
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THE WHY
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Why do we need to communicate?
1. We have customers, just like a business.2. They need to be persuaded to work with
us. 3. They need to understand the benefits of
what we do. 4. They need to know how they can help us
do it more effectively.5. They need to be motivated to do it.
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The Toolset
• Who (Audience)• What (Message)• Where (Delivery)
A Failsafe Strategy
• When (Timing)• How (Content)
Easy to Execute
Plan 6
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COMMUNICATION STRATEGY: THEORY & OVERVIEW
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A Failsafe Strategy
Why strategic communications?• Consistency and coordination: ensuring programmatic
collaboration and cohesion. • New methods of outreach: social media.• Professionalism: clip art and sporadic emails don’t cut
it anymore.
Integrating communications into a master plan:• It’s strategic…• Accomplish specific, concrete goals.• Program plan should have communications mirror.
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Who - Identify Your Audience
• Are they an internal or external audience?• Are they…• Students?• Families?• Teachers?• Media?• Congress?
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Your program will have multiple audiences, but… 10
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You can’t communicate with all of them all of the time.11
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What We Know
What the Audience Needs to
Know
THE MESSAGE
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What Do They Need to Know?
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“GEAR UP is local,
sustainable, and proven to
increase college
readiness in communities
of need.”
“California GEAR UP Bridge Project cohort increased
Algebra completion rates
by 34%.”
“GEAR UP mentoring is for ALL students and increases college completion rates
by 50%.”
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What - Identify Your Message
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Content -
•Print publications•Online communications•Media and public relations materials•Certificates and awards•Annual reports• Speeches
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Content - Topic Brainstorm
GEAR UP
Graduation Rates
Tutoring
College Visits
College Completion
Professional Development
Mentoring
Family Engagement
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When - The Calendar
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Tweets (daily)
Facebook(weekly)
Reports (annual)
Event-Driven (as scheduled)
Newsletter (quarterly)
Calls to Action(as needed)
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Donuts, delivered.
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Delivery - But How?
•Tumblr•Wordpress•Blogger•Posterous
Blogs•Twitter•Facebook•LinkedIn•Pinterest
Social•Mail Chimp•Constant Contact•Campaign Monitor•Community Partners’ Newsletters
Newsletters 18
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COMMUNICATION PLAN:THEORY & OVERVIEW
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What is a Communication Plan?
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A communication plan is a road map for getting your
message across to your audience.
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The 5-Step Communication Plan
The 5-Step Plan
Audience
Message
Content (creation)
Timing
Delivery
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Why Bother?
It makes your life easier.
Provides Clarity Sets Priorities Gains Support Prevents Confusion
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National GEAR UP Week PlanAudiences Message Content Delivery Timing Next Steps…
General public, media, legislators.
GEAR UP has broad support
Proclamation from Governor.
Press release, newsletter item.
By 8/15/13 Director to ask Gov’s office.
Senators, Members of Congress, & their staffs.
GEAR UP changes lives
Students send advocacy postcards to legislators.
Postcards, Facebook post. Have students send copies to media?
By 9/15/13 Staff design postcard. Print & distribute to schools.
Students, teachers, families.
GEAR UP changes communities
Message for students & teachers from Gov.
YouTube, Twitter, Facebook, Tumblr.
By 9/1/13 Director to ask Gov’s office. Provide fact sheet.
Media, general public.
GEAR UP works
Op-Eds in local papers.
Op-ed template, fact sheets, email list.
By 9/15/13 Staff draft template/fact sheet. Provide to schools, partners.
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WorksheetSimple Communication Plan
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Resources
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www.talkabouttalking.tumblr.com
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Tell Us What You’re Doing!• Daniel Bremer-Wirtig at [email protected]
• Sean Brennan at [email protected]
• Alison Eldridge at [email protected]
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