1. A PF Solutions Presentation
May 26, 2017

2. Agenda Importance of a Communications Plan Statement of purpose
Your Current Situation
PEST Analysis
SWOT Analysis
Competitor Analysis
Organisational and Communications Objectives
Identifying Stakeholders Workshop
Key Communications Methods
Work Plan
Evaluating Success

3. Importance of a Communications Plan

4. Importance of a Communications Plan
Clarifies your agency’s goals and objectives
Clarifies the relationships between audience, messages, channels, activities and materials
To identify and implement a variety of communications activities
Clarifies staff, stakeholders and others role in the process
To develop creativity and camaraderie amongst your team members

5. Importance of a Communications Plan
To help staff and stakeholders “get on the same page”
To include stakeholder input into the communications process
Ensures you are reaching out to stakeholders and constituencies effectively
Allows everyone on the team to have a stake in your success
To gauge your plans success and areas in needs of strengthening

6. Statement of Purpose

7. Statement of Purpose Why have you developed a communications strategy?
What do you hope to achieve?
This does not need to be a detailed exercise
Example: “This communication strategy shows how effective communication can:
help us achieve our overall organisational objectives
engage effectively with stakeholders
demonstrate the success of our work
ensure people understand what we do”

8. Your Current Situation

9. Your Current Situation
Briefly outline what your organisation does
What are your main functions?
Where do you operate?
What are your strengths?
In the past five years, what has been successful? What has not?
The tools on the following slides will be of use

10. PEST Analysis

12. SWOT Analysis

13. S W O T Strengths Weaknesses Opportunities Threats HELPFUL
To Achieving Objective
HARMFUL
To Achieving Objective
Internal Origin
(attributes of the organization) S
Strengths W
Weaknesses
External Origin (attributes of the environment) O
Opportunities T
Threats

14. Competitor Analysis

15. Competitor Analysis
A common method of analyzing a competitor is to create a competitor array
Define Your Industry
Determine Who Your Competitors Are
Who are your customers? What do they expect?
Determine the key strengths of your competitors (i.e. service, price etc.)
Rank the Key Success factors by giving each one a weight.
The sum total of all weightings must equal 1
Rate each competitor on each key success factor
Multiply each cell by the Success Factor

16. Competitor Analysis
Key Industry Success Factors
Weighting
Competitor #1 Ranking
Competitor #1 Weighted
Competitor #2 Ranking
Competitor #2 Weighted
1- Extensive distribution .4 6
2.4 3
1.2
2 – Customer Focus .3 4 5
1.5
3 – Economies of Scale .2 .6
4 – Product Innovation .1 7 .7
Totals
1.0 20
4.9 15
3.7

17. Organisational and Communication Objectives

18. Organisational and Communication Objectives
A communications strategy should closely reflect your overall organisational plan
Examine your organisation’s over all vision and aims
How will communications help deliver these goals?
This section should give a sense of principles of communications that underpin the strategy and the key messages that the organisation wants to convey
It is important that your communications objectives should contribute to overall objectives. Objectives should be complimentary.
Tip: When setting objectives, it is important to be realistic in terms of time, budgets and resources.

19. Identifying
Stakeholders

20. Influence on Policy and Resources
Keep Satisfied
Key Players
Influence on Policy and Resources
Monitor
Keep Informed
Interest in Your Organisation

21. Workshop
Give a detailed description of your main audiences – both internal and external
Examples:
Public
Politicians
Service Users
Staff
Many organisations will have audiences who use only a portion of their services

22. Messages

23. Messages f p By now you have identified your audiences
Next, you must break down your objectives into relevant
messages for each of your audiences
Start with audiences are the highest priority and work down
Messages need to be relevant and appropriate to your audience
Consider using more forthright language with supporters and donors than you would use with local authorities
It is important if you take this approach, you ensure a continuity across the messaging

24. Key Communications
Methods

25. Key Communications Methods
For each previously identified audience, indicate the most appropriate communications channel
Example:
eBulletin
Conference
Workshop
Leaflet
Press Release
There are pros and cons to all these channels

26. Work Plan

27. Work Plan Draw up table to indicate: Key Communications Activities
Budget
Resources
Plan should also include proposed timescales and milestones
There may be specific projects, events or publications that you know will take place and should be highlighted

28. Evaluating
Success

29. Evaluating Success
Any communication strategy should conclude with a section on evaluation
It should indicate which tools will be used for evaluation
Tools could be simple measures such as
number of responses to eBulletins
Hits to your website
Increases in donations following a mail out
Did you have an increase in media coverage? Not just volume, but breadth and depth?
Include milestones in your evaluation section so that you measure progress to ultimate goals

30. How we Do It

31. Action Framework Metrics of Success Personalized Approach
Leader donor engagement
(including company owners)
Personalized Approach
Public Recognition
Sharing information (two way engagement)
Donors inspiring other donors
Early donations (leader donors)
Retention of donors
Increase in donations (movement to the next level)
New leader donors
Some product matching
Year of birth collected
Purchase of table at SOCC
Attendance Kick Off

32. Plan Milestone Who Date RE, AW, CC (Support from SH) June/Early July
Direct Contact from United Way
RE, AW, CC (Support from SH)
June/Early July
Donor Letter
CC, SF
June
eNewsletter once a month
SH ( AP)
Monthly
Personal Invitation to SOCC
RE, AW or CC (Support from SH)
February