2. DEVELOPING A COMMUNICATIONS STRATEGY Kelly R Hall, CCE IOM President/CEO Longview Chamber of Commerce president@longviewtx.com

3. Developing Your Plan Where To Begin Why do want to have a communications plan? What do you want to communicate? Have you asked each person on the team what they need to accomplish? What results do you want? How will you measure success? How will you use it? How to you engage staff? How do you secure buy in and support of staff?

4. Communication Checklist Information Collection Organization FAQs Template for Press Releases Relationships w/ Media Defined Framework Chamber News Room

5. 7 Steps to Writing a Communications Plan Executive Summary Written Last Description of the communication process for non-communication- trained decision makers Compelling opening that gets the readers to say “ah ha” Background Provide history of organization What led your organization to need a communication plan

6. Situational Analysis Formative Research Step 3

7. Situation Analysis

8. Step 4 Set your goals and objectives Objectives are SMART (specific, measurable, attainable, relevant and time-sensitive) Strategic Summary

9. Schedule Create an implementation schedule What tactics are you using to reach your target markets? How do you build your content calendar? Where is the information released? How do to track progress? How do you tract and measure … Gantt chart Step 5

10. Longview Sample

12. Samples

14. Longview Ad Schedule

15. What will it cost your organization to execute? Staff time, consultant, graphics designer, ad space, editorial space, website, e-news, etc. Budget

16. Evaluation & Measurement Consider through out all phases … Remember the process is not linear but rather a series of loops Evaluate Metrics, objectives and measurement tools Measure Who do you want to reach How will you reach them Results A Marathon Not a Race

17. Moving Your Plan Forward Four Steps to Begin Identify a lead person Form a cross functional team Establish parameters Empower and let go

18. Resources: http://www.acce.org/information-office/hero/http://www.iabc.com/cwb/archive/2012/0312/ http://www.slideshare.net/davefleet/strategic-communications- planning-a-free-ebook https://www.uschamber.com/chambers/accreditation/best-practices http://www.inc.com/guides/2010/09/how-to-write-an-executive- summary.html

19. Next Steps for Discussion Visit with your team members and/or key stakeholders Identify Potential Frustrations & Concerns What Does Success Look Like? Plan for Success!

20. Executive Summary Background Situation Analysis Strategic Summary Schedule Budget Evaluation & Monitoring 7 Key Sections of a Communications Plan

21. Q & A Get Set Ready …. GO!