Post on 30-Nov-2014
description
Dok Chon, Jahnvi Manek, Vimvipa Poome and Young Joo Kim
INTERNAL COMMUNICATIONS PLAN PROPOSAL for
STOPBULLYING.GOV
INTRODUCTION
WHO WE ARE
BACKGROUND
WHAT IS BULLYING
Bullying is an aggressive behavior that intends to cause harm, a pattern behavior repeated over time to gain power over another person.
BULLYING STATISTICS
We have done a good job in engaging the public in our first year.• Recognition from media• The public’s awareness• The President and first lady’s involvement• Visitor traffic on StopBullying.gov has tripled• High volume of phone calls asking for consulting
CURRENT STATUS
NEXT STEP
Why we need it?•Answer the public’s demand •Centralize the information •Distribute the collected data along with real practical guidance
COMMUNICATION
STRATEGY
AND METHODS
FIRM STRATEGY
For being an authority on bullying, we have 3 goals.
1. Distribute accurate information to our target audiences2. Monitor bullying in schools3. Develop a strong network
AUDIENCE + MESSAGES
AUDIENCE
AUDIENCE
AUDIENCE
1. Past year bullying incidents from
the
2. Step taken to resolve the incidents / whether
they were successful or not
3. Ideal way to deal with these bullying
scenarios
4. Short term goal (for next year)
Long term goal (5 years)
5. FAQs
6. Contact information
MESSAGING
Custom Message Group 1 Group 2 Group 3
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
xWebsitePrint Conferences
WebsiteWorkshop
Website
EXTERNALCOMMUNICATION
For whomParentsStudentsNews mediaCommunity
Tools1. Annual communications plan through
website 2. Press releases3. Conferences4. Marketing materials5. Reports to government and other
agencies
* Letters, emails and telephone conversations with parents and community members
INTERNALCOMMUNICATION
For whomEducators (teachers, counselors)StopBullying.gov staffDepartment of Education staffDep. Of Health and Human servicesDep. Of Justice
Tools1. Annual communications plan through website and print2. Formal meetings and briefings3. Role play & workshops4. Annual conferences
* E-mail, Internal message boards, newsletters, brochures, and other printed materials
1 2 3 4 5 6 7 8 9 10 11 12
• Local workshops
Group 1
Schools end Schools start
Group 2
Group 3
TIME FRAME
• Annual review on website• Annual review in print (with test)• Annual conference• Local workshops
• Annual review on website• Annual conference (optional)
• Annual review on website
• Local workshopsEducators
ParentsStudents
New mediasCommunities
RESOURCE
OVERVIEW
Model 1
Responsibility: Website development
Time Frame: May - July (full time)August -April (part time)
Team:Web specialistData analyst/strategistResearcherHuman resources
Model 2
Responsibility: +Model 1Producing print catalog(and creating a test)
Time Frame: May - July (full time)August -April (part time)
Team:+Model1Trained child counselor/PsychologistPR/communication personnel
Model 3
Responsibility: + Model 2Planning conference, Workshops, and employeeengagement events
Time Frame: All Year (full time)
Team :+ Model 2Project coordinatorEvent planner
FUNDING
Funding Categories
Labor costOffice expensesDevelopment costTechnology/ toolsTravel & entertainmentOffice supplies
Funding Steps
Model 1: $814,000 • Develop the website further
Model 2: $1,124,000 • Develop the website• Produce print catalog
Model 3: $2,488,000 • Develop the website• Produce print catalog• Arrange conferences and workshops
EVALUATION
DESIRED ACTION
EVALUATION
Model 1: Website: StopBullying.gov
• Increased traffic on website• Increased activity on Twitter• Start building relationships with partners
Model 2: Research and Communication
+ Model 1• Bullying rate based on the field research (data analysis)• Feedback from teachers, students, and parents• Inquiries
Model 3: Employee Engagement
+ Model 2• Conference participation• Feedback after workshop