COMMUNICATIONS TASK FORCE (CTF)

Goal 2 Develop a communication strategy Past activities Goal 2 Develop a communication strategy Marketing PR Want audience to do something “now” Build relationships Establish credibility Objective 2-A Use data to identify successes in communications to build on as well as address gaps for improvement After looking at the activities, they fell into 2 categories – Mktg or PR. Most marketing activities will take care of themselves = centers must do business visits as a part of performance, event marketing happens to drive attendance. We’re going to focus on the PR side. Strategy Evaluate past activities and outcomes and create future plan. Business Visits Social Media Event Publicity Community Presentations Media appearances Social Media Workforce Ready Website

Leading • Driven/pushing forward • Innovative • Collaborative • Resourceful • Connected • Compassionate • Personal/Individualized/Customized • Knowledgeable • Helpful • Responsive The folks who created the logo, asked staff to describe who we are only using adjectives. These characteristics were used to create the logo and are the foundation of our brand – who we are. Everything that we do and communicate should support this. We feel this is best accomplished by focusing our communications on the PR side.

Goal 2 Develop a communication strategy Develop a concise, clear message: who we are and what we do, both overall and for targeted audiences and channels Goal 2 Develop a communication strategy Objective 2-B Develop a communications plan draft organized around outcomes by September board meeting Measurement Increase volume of communications in all channels (ex. Using SM metrics where available, news releases, presentations, etc.) Another thing looking at previous activities showed us was that there’s communicating “stuff” and communicating the RIGHT stuff. Messaging should focus on…. What is a sale? Could leave off.

Communicate why people should care Messaging Notes: Communicate why people should care More personalized Storytelling vs. facts & statements Focus on people (Members, staff, business reps) Thought leadership What we think about employment trends or Current events that affect workers (ex. New transit plan) How are we different? Positioning. What are we the best at? Another thing looking at previous activities showed us was that there’s communicating “stuff” and communicating the RIGHT stuff. Messaging should focus on…. What is a sale? Could leave off. What is a “sale?” (success) People & business in the door (centers) Being called on for expertise Help comes to us before we have to go looking for it

Funding or alternatives CTF Progress report TASKS Done? Additional Resources Set future meeting dates √ Identify activities for review and measurement (Last 2 yrs) Gather data Review and evaluate data Categorize activities (Mktg, PR, general) Identify best internal and external partners to leverage Determine how to leverage partners In process Ask to add an intern Funding or alternatives Get recommendations for increasing bandwidth of communications team

LEVERAGE INTERNAL & EXTERNAL PARTNERS Who & How “Great idea. Let’s discuss!” JC Economic Development WC Economic Development Research Triangle Regional Partnership Research Triangle Cleantech Cluster JC Public School System JCC Wake Tech A primary method for increasing volume is leveraging our partners. Several are open to discussing it. We really need to understand one another’s goals in order for it to work.

Questions?