PLANNINGKEY ELEMENTS OF A COMMS STRATEGY INCLUDE:
OBJECTIVES – WHY DO WE NEED TO COMMUNICATE?
STAKEHOLDER AUDIENCES – WHO DO WE NEED TO COMMUNICATE WITH?
KEY MESSAGES – WHAT WILL YOU COMMUNICATE?
CHANNELS – HOW AND WHERE WILL YOU DELIVER THE MESSAGES?
TIMING – WHEN WILL STAKEHOLDERS RECEIVE THE MESSAGES
BRANDING – WILL YOU DEVELOP AN IDENTITY FOR YOUR PROJECT
MEASUREMENT – HOW WILL YOU MEASURE THE SUCCESS?
COMMITMENT CURVE
Daryl Conner’s Commitment Curve - http://www.connerpartners.com/blog-posts-containing-downloadable-tools/the-eight-stages-of-building-commitment
COMMUNICATIONS IMPACT
CAMPAIGN PLANNING
Objectives
Target
Key
Messages
Channels
Evaluation
• Use SMART goals
• Profile
• Needs
• Theme/key message 1
• Theme/Key message 2
• Channel 1
• Description, timing, budget, owner
• Method
• Timing
KEY MESSAGES
Why are we changing?
What is changing and when?
What does this mean for you?
What are the benefits?
Change vision
CHANNELS
Chart based on Prosci’s® ADKAR® model stages
GRAPHICS TOOLSwww.canva.com
www.picktochart.com
PROJECT BRANDING
BRAND ASSESSMENT
STYLE GUIDELINES
Brand essence summary
Logos and usage guidelines
Colour palette and usageguidlines
Approved graphics
Tone of voice and writing style
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