1. Cause Consulting Class
Communications Planning
Nonprofit Sector
Consulting

2. Strategic Communications Planning Model
Remember:
Learn from Wilson and Ogden, adapt to Cause Consulting

3. Wilson & Ogden Cause Consulting
Research
1. Background
2. Situation Analysis
3. Core Problem or Opportunity
Action Planning
4. Goal and Objectives
5. Publics and Messages
6. Strategies and Tactics
7. Calendar
8. Budget
9. Communication Confirmation
10. Evaluation
Background
Situation Analysis
Core problem or opportunity
Goal and Objectives
Publics and Messages
Strategies and Tactics
Calendar
Evaluation
References

4. Cause Consulting Communications Plan
Research
Situation Analysis
Core Problem or Opportunity
Goal & Objectives
Publics & Messages
Strategies & Tactics

5. Steps 1, 2, 3
Research/background
Situation Analysis
Core Problem

6. Step 1: Background Pertinent facts; comprehensive, but concise
Mission, history, core programs, staff
Research results:
Communications audit; Competitive analysis
Interviews with internal and external stakeholders
SWOT analysis
Profile potential publics: who, relationship, influentials, self interests

7. Step 1 -- Potential Publics
External
Internal
Community partners
Beneficiaries: Youth, Parents
School administrators
Government officials: Ward, City, Federal
Donors: Individual, Corporate, Foundation
Influentials/Celebrities
Board Of Directors
Volunteers
Staff
TFS – law enforcement and retired; churches; alumni;

8. Steps 1, 2, 3
Research/background
Situation Analysis
Core Problem

9. Step 2: Situation Analysis
Where are We Now?
What Might We Encounter Tomorrow?
Redefine the situation based on the research
Describe the situation
– Identify related issues, barriers to be overcome.

10. Steps 1, 2 and 3
Research/background
Situation Analysis
Core Problem

11. Step 3: Core Problem or Opportunity
One-two sentences
that describe the core of the communications
problem /opportunity,
translated to a tangible consequences
if the problem is not solved.

12. Wilson & Ogden Cause Consulting
Research
1. Background
2. Situation Analysis
3. Core Problem or Opportunity
Action Planning
4. Goal and Objectives
5. Publics and Messages
6. Strategies and Tactics
7. Calendar
8. Budget
9. Communication Confirmation
10. Evaluation
Background
Situation Analysis
Core problem or opportunity
Goal and Objectives
Publics and Messages
Strategies and Tactics
Calendar
Evaluation
References

13. Strategies and Tactics
Steps 4, 5 and 6
Goal & Objectives
Publics & Messages
Strategies and Tactics

14. Step 4: Goal (and Objectives)
Goal = a positive statement of the core problem
Flip the core problem
to create the communications goal

15. Opportunity Statement Goal
TFS has an inspiring founder, a supportive board, a passionate staff, a new facility, and proven results,
yet the organization has not been able to fully capitalize on these strengths. 
The Fishing School has the opportunity to increase its visibility, generate more support, establish new partnerships, and expand its programs by strategically communicating its impact to key stakeholders.
Build on The Fishing School’s foundation of success by strategically communicating about the organization’s impact in order to increase the support it needs to sustain future growth.

16. Problem Statement Goal
College Bound has neither a communications plan nor basic tools for building and maintaining visibility and a relationship with key stakeholders.  This is negatively impacting the organization’s programmatic goals, which is keeping College Bound from growing and establishing a clear identity. 
Establish a strong and clear identity for College Bound by effectively and persuasively communicating its unique attributes, mission, and needs to attract the people and resources essential for continued success. 

17. Step 4: Goal and Objectives
Measureable
Deadline
Change in situation or behavior
Key milestones on the way to achieving the goal

18. Step 5: Publics & Messages1
Message 1.1
Message 1.2 2
Message 2.1
Message 2.2
Publics
Audiences you need to reach in order to achieve the objectives
A subset of the potential publics (2-4)
Messages
Organizational messages
Messages tailored to the public’s self-interest

19. Step 6: Strategies and Tactics
Game plan
The overall approach
Public specific
Execution
Tasks to carry out the approach
Strategy specific

20. Example: The Fishing School
Goal: Build on the Fishing School’s foundation of success by strategically communicating about the organization's impact in order to increase the support it needs to sustain future growth.
Objective: Increase the number of children and parents served by 50 percent by September 2011.
Public: DCPS Administrators

21. Example: The Fishing School
Message: A partnership with The Fishing School contributes to the success of your students.
Strategy: Broaden DCPS administrators’ understanding of, and commitment to, TFS.
Tactic: Create and conduct a 20-minute presentation to administrator

22. Core Problem or Opportunity
Review
Research
Situation Analysis
Core Problem or Opportunity
Goal & Objectives
Publics & Messages
Strategies & Tactics

23. Tools to Keep It All On Track & Evaluate
Wilson & Ogden
Cause Consulting
Step 7 -- Calendar / sequence
Step 8 – Budget = Costs
Step 9 -- Communication confirmation = are you being strategic?
Step Evaluation
Step 7 - Timeline
Deliverable
Key steps to completion
Due dates
Step Evaluation
Objectives that will be accomplished
Implementation conditions
Risks that challenge successful implementation
Critical success factors

24. Wilson & Ogden Cause Consulting
Research
1. Background
2. Situation Analysis
3. Core Problem or Opportunity
Action Planning
4. Goal and Objectives
5. Publics and Messages
6. Strategies and Tactics
7. Calendar
8. Budget
9. Communication Confirmation
10. Evaluation
Background
Situation Analysis
Core problem or opportunity
Goal and Objectives
Publics and Messages
Strategies and Tactics
Calendar
Evaluation
References

25. Next Week
Client finalists announced Friday 9/10; students indicate preferences by noon on Monday 9/13; clients/teams assigned by 9/17
Sign up for the Wiki --
November 24 - Thanksgiving plans
Reading assignments