Slide package for a three hour master class on developing a communication strategy for 2013. Delivered to four leading not for profits in Canberra on 12 Dec 2012

1. Communicating to Canberra
Promoting our value to our community

3. 12 month communications plan
communications audit
objectives
define who to reach
messages that persuade
delivery systems
time, budget, measurement

4. Communications audit
what do we now?
what works?
what do we keep?
what do we ditch?

5. Set marketing 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

6. Your audiences
who are they?
where are they?
what do they know?
what gets their attention?
how do I reach them?
Key Audiences

7. Key influencers
some-one who uses their networks
to help or hinder you

8. Your message
“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

9. How can people trust you
facts n’ figures
case studies
es
research
ori e
all st
ab ove
… compare and contrast

10. Something old …. something new …..
Media Social media
Adverstising and
Influencer relations other more expensive
strategies

11. media

12. word of mouth marketing

13. social media

14. Integrating your approach
Radio Social media
TV Online
Events
Newspaper Word of mouth
Collateral
Sponsorship

18. Quality control
track
measure
evaluate
report
remember

19. Communications planning
communications audit
objectives
define who to reach
messages that persuade
delivery systems
time, budget, measurement