Comprehensive Communications Strategy for Target Audience Engagement

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TEAM NAMES
 
Elements
 
 
Situational Analysis
 
Communication Plan Goals
 
Target Audience
 
Audience Characterization
 
Messaging
 
 
Tactics
 
Metrics
 
Schedule
 
Resources
 
Risks
 
Situational Analysis
 
 
Context for creating and executing Communications strategy
Competitive landscape
Political landscape
Economic situation
Employee morale
 
Communications Goal(s)
 
 
What are the objectives or goals the team will deliver?
Is it: educate? inform? A specific behavior or action?
Is it measurable?
 
Target Audience(s)
 
 
Who
 do you want to reach
 
Why
 do you want to reach them
 
What’s the 
priority
 of audiences
 
Audience Characterization
 
 
Who are they – age, ethnicity, education, location
 
What’s their level of awareness of your business
 
What’s their perception of your business (your competitors?)
 
What motivates them
 
What keeps them up at night
 
How do they receive information
 
How do they 
want 
to receive information
 
What do 
they
 have that 
you
 need
 
What do 
you
 have that 
they
 need
 
Audience Matrix
 
Key messages and proof points
 
 
Top 3 messages that resonate with this audience
 
Which ‘proof points’ support each message
 
Tactics Matrix
 
Measurement
 
Schedule
 
 
Create clear schedule of Start, End timelines
 
Assign to specific individuals
 
Resources
 
 
Make sure you address:
If any of these tactics are new or increased in frequency, will you need:
More FTEs?
Additional dollars for subcontracting?
Will this require reductions in other tactics to free up FTE for new ones?
 
Risks
 
 
Consider what the risks might be, such as:
Lack of leadership support
Lack of cooperation from those you rely for information
Lack of resources
Changes in customer expectations
External changes
 
Then lay out how the team will mitigate or prevent the risks
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This communications strategy template covers various elements such as tactics, situational analysis, communication goals, target audience characterization, audience matrix, key messages, and tactics matrix. It provides a structured approach to creating and executing effective communication plans tailored to reach and engage specific target audiences.


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  1. Communications Strategy Template Communications Strategy Template TEAM NAMES

  2. Elements Tactics Situational Analysis Metrics Communication Plan Goals Schedule Target Audience Resources Audience Characterization Risks Messaging

  3. Situational Analysis Context for creating and executing Communications strategy Competitive landscape Political landscape Economic situation Employee morale

  4. Communications Goal(s) What are the objectives or goals the team will deliver? Is it: educate? inform? A specific behavior or action? Is it measurable?

  5. Target Audience(s) Who do you want to reach Why do you want to reach them What s the priority of audiences

  6. Audience Characterization Who are they age, ethnicity, education, location What s their level of awareness of your business What s their perception of your business (your competitors?) What motivates them What keeps them up at night How do they receive information How do they want to receive information What do they have that you need What do you have that they need

  7. Audience Matrix Audience What we know about this audience Goal Audience 1 - Details here - Details here Audience 2 - Details here Details here Audience 3 - Details here - Details here

  8. Key messages and proof points Top 3 messages that resonate with this audience Which proof points support each message

  9. Tactics Matrix Tactic Staff Community Elected Officials Customer Timing Comm Lead External Newsletter X X X Bimonthly Person 1 Fact sheets X X X X Q1 Person 2 Virtual Tour X X X X Q3 Person 3 News releases X X X X Q1-Q4 Person 1 Charitable Giving X X X X Q1-4 Person 2 Podcasts X X X X Monthly Person 3 Advertising X X X X 2X/year Person 1 Social media X X X X Q1-Q4 Person 2 Internal Daily E-News X Daily Person 3 Handwritten Message X X X X Q2-Q3 Person 1 Videos X X X X Q1-Q4 Person 2 External website X X X X Q1-4 Person 3 All-Employee Meetings X X January + July Person 1

  10. Measurement Tactic Measurement Daily E-News Via PoliteMail: Open Rate, Read Rate? External Newsletter Constant Contact, Mail Chimp, etc: Open Rate?

  11. Schedule Create clear schedule of Start, End timelines Assign to specific individuals

  12. Resources Make sure you address: If any of these tactics are new or increased in frequency, will you need: More FTEs? Additional dollars for subcontracting? Will this require reductions in other tactics to free up FTE for new ones?

  13. Risks Consider what the risks might be, such as: Lack of leadership support Lack of cooperation from those you rely for information Lack of resources Changes in customer expectations External changes Then lay out how the team will mitigate or prevent the risks

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