10. Communications planning
Brand
Communications tune up
Defining who we need to reach
Clear messages
Delivery systems
Time and money
Responsibilities
Measure your marketing
11.
12.
13.
14. Your brand is important
The image people associate with your organisation or issue
Others determine brand value
Every action shapes your brand
Branding is the bedrock of communications
17. Set communications objectives
S Specific - what exactly will you do
M Measurable goals
A Agreed - by your Board etc
R Realistic and achievable
T Limited by time
18. Sample objectives
In 2012 we want to:
Get 25% more companies involved
Attract media attention to the ALERT program
Boost demand for the Hard Hat Chat program
Secure $100 000 in new sponsorships
19. Workshop
Identify communications
objectives for 2012 - 2013
20. Communications tune - up
What do we now?
What really works?
What can be improved?
What do we stop doing?
21. OZ Help audiences
who are they?
where are they?
what do they already know?
what gets their interest?
Key Audiences best ways to reach them?
24. Hinchinbrook Shire
14 000 people
Herbert River Express
4KZ and ABC Tvlle
Australian-Italian Festival in May
25. Today’s audiences
They’re busy ….. so ….. keep it short and sharp
They’re sophisticated ….. so ….. they expect you to be good
They’re sceptical ….. so ….. earn their trust
They’re swimming in information …so ... be relevant
They’re diverse ….. so ….. be respectful
26.
27. Key influencers
some-one who can use their networks
to help or hinder you
28. Trust imperative
Academic/expert 64%
Industry expert 52%
NGO rep 45%
Person like me 44%
CEO 40%
Govt official 35%
Employee 32%
31. Workshop
Who are your audiences?
Is there a priority?
Who can help you reach them?
32. Messages
“Trade is important for Australia: 1 in 5 jobs depends on trade” DFAT
“This is about whales for lunch not whales for science”
Anthony Albanese MP
“Make Poverty History”
Bob Geldorf
understandable
relevant
consistent
33.
34. Why should people trust you?
facts n’ figures
case studies
stories
research and reports
comparisons
contrasts
s tor ies
ea ll record
abov
previous
…
35. Workshop
What are your messages?
Are they persuasive?
36. Something old, something really old, something new
Media relations Social media
More expensive
Word of mouth
strategies
48. The media is attracted by…
Newsworthy Calendar Dates
Topical Issues
49. Tip: Use the calendar
January February March April
New Year resolutions Return to school Internl Women’s Day April Fools
Australia Day Valentines Day Clean up Australia Arthritis Awareness
Summer holidays Harmony Day ANZAC Day
Children with special needs Canberra Day Road safety
Young people starting work Easter
May June July August
May Day Environment Day Christmas in July Vietnam Veterans Day
Mother’s Day Tax time Small Business Awards Missing Persons Week
Law Week Ski season Diabetes Week Hearing Awareness Month
Heart Week Literacy and Numeracy Week
Volunteer Week
September October November December
Start of spring Mental Health Week Remembrance Day Internl Volunteer Day
Floriade Water Week Melbourne Cup School year ends
Citizenship Day Mental Health Week End of university year Christmas
Father’s Day Breast Cancer Day
69. Elements of word of mouth
Topics
Talkers
Tools
Tracking
Continuity
70. Recruit influencers
Faceto face works best
to face
Face
Stories
Explain tools you are
Pass-on who
Continuous contact
Tell stories
Be specific
Thank and reward
Continuous contact
71. Pass on tools
business cards
content for social media
leaflets, fliers, brochures, bulletins
ready to go copy for newsletters, websites
video, audio, images
samples
74. Timetable
Spring
Work rate Winter
Summer
Autumn
Continuing conversation
Prepare com m unications Engage key influencers Annual fund raising event Issue special report to the
m aterials m edia
PR activity
75. Example timetable
June – September 2012 Refine strategy for coming 12 months
Engage commercial photographer
Increase case studies and stories
Develop issues management plan
Redevelop website
Social media policy
Communications mentoring for staff begins
October – December 2012 Site visit by funding agencies
Trial social media
Step up media efforts
January – March 2013 Launch research/white paper
Sponsorship drive
Media relations
April – June 2011 Major event
Opportunistic media comment
76. Continuing conversation
Media relations Event New publication
Word of mouth & social media
Talk continually about your brand
77. Put it together
Radio Other
TV Websites
Newspaper
Social media Word of mouth
79. Budget options - DIY
Plan, manage, coordinate
Volunteer communications
Government relations
Industry leadership
Write
Database management
Events
Word of mouth marketing
80. Budget options - Mentoring
Online communications
Preparing media collateral
Media relations
Presentation training
81. Budget options - Outsource
Communications mentoring for staff
Advertising
Issues management
Web development
Design and printing
Media training
Photography
86. Measure your marketing
Advertising Inquiries/phone calls
Website visitors
Attendance at events
Feedback
Numbers attending
Events Numbers of VIPs
Media coverage
Our assessment of success
Number of media items
Favourability of coverage achieved
Media Requests from the media for information
“Share of media voice”
Numbers of unique visitors
Time on site/page
Website Page rankings
Feedback obtained through the site
87. Measure your marketing
Government relations Appointments with key people
Access to decision makers
Invitations to participate in government
publications, events, panels
Number of MPs and officials at events,
site visits etc
Staff and Board’s subjective
assessment of the state of relationships
Sector leadership Reaction to our efforts
Invitations to be on panels etc
Other organisations seek our views
Media requests for information
88. Issues Planning
Define the issue
Fix the problem
Talking points
Spokespersons
Who else can help
Board and staff buy-in
Build Up Slide Let’s look reaching can producers using geographic segmentation. We know that sugar cane grows in three states: 95% comes from QLD 5% comes from NSW WA grows a small amount in the Ord River. Breaking that down further
Build Up slide In QLD a key geographic area in Far North Queensland. Within FNQ, the Shire of Hinchinbrook is a key area for growers.
Using geography let’s put a face to the cane growing constituency of Australia: 14 000 people live in the shire. Herbert River Express is the local (weekly) paper and that is published by the Townsville daily Bulletin 4KZ Innisfail is the most listened to commercial station and likes to carry news of interest to people in the area. May 2004 Australian-Italian Festival is the biggest event in the area and a good way to reach a lot of locals people in a short time. And for Key stakeholders we know that: Mayor Keith Phillips is a member of Lions. Three of the councilors are long time cane growers (Arthur Bosworth, Sherry Kaurila and Paul Mizzi) Male councilors all have fishing and boating as a common hobby.
Let us take a stroll then, through this online world and see what has changed in strategic communication, strategic influence and online Government, and what lessons we can draw from it. CHANGE While new media technologies are in themselves pretty old hat, it is the way that they are being used which is innovative and unpredictable. And because they are already impacting on Australia right now, and have the capacity to be even more unsettling in the future, we need to pay attention to them. It is important to state that these technologies in themselves do not cause change, but are change agents, and enablers.
If Facebook were a country it would be the world’s 3rd largest. Over 500 million users. 70% outside the United States. In 70 languages. Most of the young people on it have now forsaken traditional email. They now use Facebook for their email service. Employers now frequently look at facebook pages of prospective staff. The media often to facebook sites of military victims of Afghanistan, for example. In Australia 21.5 million Australians. About 11 million to date are on Facebook with over 8 million “active” monthly. The most popular sites are lifestyle ones – there are a few activist ones, but with relatively small membership
