Need to Create a Communications Plan? Here's What It Should Look Like
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https://bloomerang.co/resources/webinars/ Kivi Leroux Miller will give you the straight answer for what your communications plan should look like.
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Need to Create a Communications Plan? Here's What It Should Look Like
- 1. Need to Create a Communications Plan? Here’s What It Should Look Like The presentation will begin shortly.
- 2. 3 This presentation is being recorded! The recording and slides will be emailed to you. Please chat in any questions for our guest. We will answer them in the formal Q&A session at the end of the presentation. Follow along on Twitter with #Bloomerang @BloomerangTech. For best audio quality, dial in by phone. (check your email for dial-in info from ReadyTalk) Before we get started »
- 4. 3 Our guest presenter » Kivi Leroux Miller • Founder of Nonprofit Marketing Guide, which helps nonprofit communicators both learn their jobs and love their jobs • Award-winning author of two books: • Content Marketing for Nonprofits • The Nonprofit Marketing Guide • Creator of the annual Nonprofit Communications Trends Report
- 5. Need a Communications Plan? Here’sWhat It Should Look Like
- 6. Daily blog, weekly e-newsletter, and helpful downloads. All free. A La Carte Training. New webinars each month. All-Access Training Pass. Ongoing, consistent professional development and a community of other communications directors. Save a bundle over a la carte. Nonprofit Marketing Accelerators. Six-week intensive coaching programs where you decide the strategy, do the work, and deliver the goods. New topic each quarter. Communications Director Mentoring Program. The ultimate six-month professional development program for nonprofit communications directors. January–June and July-December sessions. Kivi Leroux Miller Founder and CEO Nonprofit Marketing Guide @npmktgd @kivilm #npcomm
- 8. My Goal Today: GiveYou the Fundamentals SoYou Can Participate in or Lead Intelligent Conversations about Communications Planning atYour Nonprofit
- 9. What does a nonprofit communications plan look like?
- 11. Three Documents That Make Up a Complete Plan
- 12. Three Marketing Questions You Should be Asking and Answering All the Time
- 13. Who are we trying to reach? (Who cares?) What’s our message to them? What do we want them to do and why should they? (So what?) What’s the best way to deliver that message to those people?
- 15. Fill the Glass with More of the Same? Or with Something New?
- 17. How to target communications • Geography (e.g., in a certain neighborhood) • Behaviors (e.g., only votes in Presidential years, opens newsletter) • Interests (e.g., which programs)
- 18. Message? Make everything they see from you relevant to them! Boring Nonprofit Boring Nonprofit Boring Nonprofit Boring Nonprofit Boring Nonprofit Boring Nonprofit We Get You!
- 19. Clear, Specific and Limited Calls to Action
- 20. Delivery? Pick the best communication channels and coordinate them.
- 21. Three Documents That Make Up a Complete Plan
- 22. Marketing Strategy. Answers the big questions about how communications achieves mission-related goals. Big Picture Communications Timeline. Roadmap to the life of your nonprofit, month by month. Editorial Calendar. What’s actually communicated when and where.
- 27. Major Donors Small – Medium Donors Fundraising Events Recruiting Volunteers Recruiting Members Raising Awareness of Issues Internal Comms Thought Leadership Brand and Reputation Management Engaging Community Recruiting Participants Advocating on Issues
- 28. Major Donors Small – Medium Donors Raising Awareness of Issues Internal Comms Thought Leadership Brand and Reputation Management Engaging Community Recruiting Participants Fundraising Events Recruiting Volunteers Recruiting Members Advocating on Issues
- 29. Situational Analysis / Marketing Audit
- 30. Key Groups to Reach
- 31. Calls to Action / Framing the Message
- 33. Primary Tactics
- 34. Resources
- 35. “If – Then” Your Budget and Staffing Bu ild a Bu dget M enu
- 38. It All Has to Make Sense in the “Big Picture” Life ofYour Nonprofit.
- 39. January February March April May June July August September October November December EventsorMilestones OutofOurControl EventsorMilestones WithinOurControlBig Picture Communications Timeline Story Arcs Core Topics Core Topics MainCalls toAction
- 40. What things happen every year? What’s the seasonal to-do list? http://www.flickr.com/photos/fog6y/3503028725/
- 41. What events, programs, or services also need to be mapped (these are largely within your control)? http://www.flickr.com/photos/28481088@N00/315671189
- 42. What are your primary calls to action throughout the year? flickr.com/photos/pss/1359407958
- 43. flickr.com/photos/zaffi/4597977354 What story arcs can they participate in with you? Are we there yet?
- 44. Bad Answer! http://www.flickr.com/photos/pkz/6222862929/ What are the core topics you want to be known for?
- 45. January February March April May June July August September October November December EventsorMilestones OutofOurControl EventsorMilestones WithinOurControlBig Picture Communications Timeline Story Arcs Core Topics Core Topics MainCalls toAction
- 48. All of your major communications channels –WHERE is the content going out?
- 49. The timing of it all –WHEN is the content going out?
- 50. Strategic messages that get you closer to your goals – WHAT is the content about?
- 51. You can also add optional elements like • Who is responsible • Internal deadlines • Creative brief or direction • What stage the content is in (eg, idea, draft, review, approved, published) • Notes or conversations as the content is created • Post-publication metrics
- 52. An Editorial Calendar in a Spreadsheet at Its Most Basic Level
- 53. A Basic Editorial Calendar in Google Calendars
- 55. Which is most important? It depends on what’s holding you back now, and what you have control over.
- 56. Who are we trying to reach? (Who cares?) What’s our message to them? What do we want them to do and why should they? (So what?) What’s the best way to deliver that message to those people?
- 58. Kivi Leroux Miller Founder, Nonprofit Marketing Guide.com Let’s stay in touch! NonprofitMarketingGuide.com/blog @npmktgd @kivilm kivi@ecoscribe.com Fb.com/nonprofitmarketingguide
- 59. https://bloomerang.co/resources •Nonprofit Wrap-Up •Bloomerang TV •Bloomies •eBooks •Daily blog post •Weekly webinars •Templates •Guides
- 60. Our next free webinar » 12 Nonprofit Thank You Mistakes to Avoid Thursday, June 8, 2017 – 1pm Eastern Claire Axelrad, J.D., CFRE https://bloomerang.co/resources/webinars