1. STRATEGIC COMMUNICATIONS
PLANNING FOR
NOT-FOR-PROFITS
CONNECTING UP 2013
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2. IF YOU CAN DREAM IT YOU
CAN MAKE IT HAPPEN.
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3. WHAT’S YOUR VISION?
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4. WHAT CHANGE DO YOU WANT
TO MAKE?
AND WHAT ARE THE STEPS
INVOLVED IN MAKING THAT
CHANGE HAPPEN?
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5. Fifty Acres – The Communications Agency
OUTLINE
Importance of your vision
What’s your dream? How should the world be?
Communications is integral to everything you do
How to factor it in…
Practical steps
Developing a plan
Reviewing engagement
Target audiences & developing key messages
Communication channels
Measuring success
Crisis planning
Recap and questions
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6. Fifty Acres – The Communications Agency
Identify realistic but definite goals.
Map a path from needs to activities to
outcomes and impact.
What can you achieve alone, and what will
you need help with?
WHAT’S YOUR VISION?
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7. Fifty Acres – The Communications Agency
WHAT SHOULD THE WORLD
LOOK LIKE?
Let’s describe it.
Own it.
Feel passionate about it.
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8. COMMUNICATIONS NEEDS TO
BE PART OF EVERYTHING
YOU DO.
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9. Fifty Acres – The Communications Agency
IT’S NOT JUST A PLAN
Strategic planning and
communications is key to
success.
To ensure your long term
sustainability strategic
thinking and
communications needs
buy-in.
It needs to be an integral
part of your day-to-day
thinking.
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10. PRACTICAL STEPS.
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11. Fifty Acres – The Communications Agency
DEVELOPING A PLAN.
THE PROCESS.
Prepare an action plan.
Think about your timetable and what issues you need to
prosecute over that period.
Consider what your methods of communication will be?
What activities and approaches will you use.
Give thought to ongoing engagement and what that looks like.
And external communications needs to be factored in.
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12. Fifty Acres – The Communications Agency
How do you want to talk about your
stakeholder engagement?
SCENARIOS
Communications needs to
be part of your planning
across all activities:
What opportunities might come out of
events?
What sort of crisis planning have you
done?
What issues need your focus?
And what is your social media strategy,
because it’s important.
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13. Fifty Acres – The Communications Agency
InteractionEnvironment Reach
What are you
saying to them?
What feedback
have you
received?
Who else
would you like
to reach?
Who are you
engaging with
at the moment?
REVIEWING ENGAGEMENT
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14. Fifty Acres – The Communications Agency
Are you trying
to…
encourage,
educate or
inform your
audience?
What
expectations do
they have of
you?
Who are your
target
audiences…
individuals,
other cohorts,
internal and
external?
YOUR TARGET AUDIENCES
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15. Fifty Acres – The Communications Agency
What are the key points that you want to say?
YOUR MESSAGES.
It’s important to consider:
Do they differ across different audiences?
How do you want people to react?
What do you want them to do?
And how will you reach them?
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16. Fifty Acres – The Communications Agency
Target appropriate.
Understanding the different forms of
stakeholder engagement.
Knowledge and research.
TACTICS TO IMPROVE
ENGAGEMENT
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17. Fifty Acres – The Communications Agency
Media
ENGAGEMENT
CHANNELS.
Multi-channel:
Marketing & events
Social media
Government & influencer relations
Stakeholder meetings
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18. Thinking about your sustained
media strategy requires planning
and being clear about what you
want to say, what you want to
achieve and what success looks like.
THINKING ABOUT
COMMUNICATIONS.
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19. Fifty Acres – The Communications Agency
COMMUNICATIONS.
MEDIA.
Developing a media plan, think about…
Who are you targeting with your
communications, and what media do you need
to be talking to.
How will you communicate?
What’s the timing and why?
What will you say?
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20. Fifty Acres – The Communications Agency
Thinking about your sustained media
strategy…
Aims, content, a 12 month plan, your media targets.
Where have you succeeded?
And where has media not worked…
Butchers paper and sticky notes.
Write it down.
COMMUNICATIONS OBJECTIVES
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21. Fifty Acres – The Communications Agency
What do you
hope to
achieve?
What’s the
look and the
tone?
The budget?Small or big?
EVENT PLANNING
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22. Fifty Acres – The Communications Agency
BEING PREPARED FOR A
CRISIS.
Be prepared.
How might a crisis unfold?
What’s the look and the tone of your possible
response?
Think about what the media, social media and
other stakeholders might want to know?
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23. LET’S THINK ABOUT
SOCIAL MEDIA...
THE FIRST IPHONE WENT ON
SALE THE YEAR KEVIN RUDD
WAS ELECTED IN 2007.
THAT’S 5 YEARS AGO. WHERE
WILL WE BE IN 5 YEARS
TIME?
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24. IT’S FAST, IT’S VIRAL, IT CAN
SPARK COMMUNITY
ENGAGEMENT, AND IT’S FREE.
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25. AND WE RUN THE RISK OF
BECOMING IRRELEVANT IF WE
DON’T DO IT PROPERLY AND
EMBRACE IT FULLY.
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26. Fifty Acres – The Communications Agency
ResourceFramework Relate
Invest in the
staff &
budget to run a
program in-line
with defined
goals
Have flexibility
to respond &
inform - shape
engagement
around peoples
needs
Define what you
want to achieve
and develop
strategies &
protocols to
guide you
GETTING STARTED
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27. Fifty Acres – The Communications Agency
WhoAppropriate Timing
The choices you
make are very
important.
Consider when
you engage - the
timing is very
important.
Engagement
needs to be
relevant and
appropriate.
GOVERNMENT & INFLUENCER
ENGAGEMENT
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28. Fifty Acres – The Communications Agency
Meetings
ENGAGEMENT
CHOICES
Consider your options:
Parliamentary hearings and committees
Informal gatherings
Presentations, forums, events
Via social media
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29. Fifty Acres – The Communications Agency
Spend time thinking about your ‘asks’
How many should there be? What’s realistic?
What is the game plan, what do want to
achieve?
Think about your aims and objectives for the
engagement.
Research, scenario plan & understand the pressures.
Preparation
STAKEHOLDER MEETINGS
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30. Fifty Acres – The Communications Agency
STAKEHOLDER MEETINGS
FOLLOW-UP & REVIEW
Stakeholder engagement is an ongoing process.
Following-up is vital for continuing the relationship.
What are the next-steps and how will you make them
happen?
Staying in contact is a positive to develop trust.
Think about how you can continue to build the relationship
and develop future connections.
It is important to think about what happened and review
the engagement.
What could you have done better?
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31. Fifty Acres – The Communications Agency
What happened?
What did you
get right?
What can we
learn for next
time?
Where can we
improve?
What forum has
been the most
effective for
you?
Why was it
successful?
MEASURING SUCCESS
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32. Fifty Acres – The Communications Agency
CHECKLIST. NEXT 12-24 MONTHS.
What will the next year or two bring?
We need to plan and think, what else might happen?
How will we approach media?
Can we engage third-party supporters, influencers,
celebrities, the public or others?
How will we do it?
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33. Vision Stakeholders Messages Platforms
Fifty Acres – The Communications Agency
NFP PLANNING MATRIX
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34. REVIEW AND Q&A.
WHAT HAVEN’T WE
ANSWERED?
AND WHAT WILL BE YOUR
NEXT STEPS?
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35. FIFTY ACRES - AUSTRALIA'S
LEADING NOT-FOR-PROFIT
COMMUNICATIONS AGENCY
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36. THANK YOU
CONTACT: INFO@FIFTYACRES.COM
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