cwmtf 2010 communications plan
DESCRIPTION
Overview of the 2010 communications strategy for the NC Clean Water Management Trust Fund, by Lisa Schell.TRANSCRIPT
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S
2010 Communications
Plan
CWMTF Board Retreat
February 14, 2010
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Presentation Overview
Goals and Objectives
Challenges
Messages
Targets
Plan Overview and Elements
Implementation
Communications Team:
Lisa Schell
Richard Rogers
Sarah King
Damon Tatem
Cherri Smith
Tom Jones
Christopher Fipps
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Plan Objectives
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Objectives
Increase awareness of the link between protected water supplies, land conservation and the economy
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Objectives
Increase understanding of how critical clean water and grants made by CWMTF are to the economy of North Carolina and its recovery.
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Objectives
Increase awareness of the importance and need for CWMTF and its continued funding during economically challenging times.
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Challenges
Unstable Fiscal Climate
Changing Traditional News Industry
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Challenge #1:Fiscal Climate
Early revenue projections mixed at best
Clearer picture of the state’s revenue situation will likely not be available until after February
Perception: land acquisition is a luxury in this economy
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Challenge #2: Changing News Industry
Traditional media is NOT the same
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Economic Impacts on News Industry
Massive mergers leading to heavy debt loads
Decrease in revenues because of the recession
Changes in the way consumers get their information
Or…Why Things Aren’t Getting Covered the way They used to
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Rise of the Net:The Digital Divide Narrows
By the end of 2007, 83.3% of all households in NC have access to high speed internet service
Nearly 80% of all rural households now have access
North Carolinians are using the net in record numbers
2004: 71% of NC adults reported using the net at home
Source: N.C. Rural Internet Access Authority
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Rise of the Net: Impact on Traditional News Media
Source: Pew Research Center for the People and the Press
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NC Papers Hit Hard
Charlotte Observer – 82 Jobs
News and Observer – 41 Jobs
Asheville Citizen – 60 Jobs
Winston Salem Journal – 23 Jobs
Va Pilot – 70
Fayetteville Observer – 18
Wilmington Star - 36
Over 500 Jo
bs Lost
in 2009 in N
ewspapers
AloneSources: “Paper Cuts-Newspaper Buyouts and Layoffs,” www.wewereprint.com; News-Cycle; The AP Layoff List – Gawker.com; The N&O; WRAL
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End Result:
More Difficult to get positive attention the “Old Fashioned Way”
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CWMTF’s MessagesWhat we want to say to the public about our program
The Communications Plan is a strategy to communicate these key points
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Messages
Clean water investments are just as critical to protecting our economy as they are to our environment.
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Messages
There is still more to be done to protect NC’s water quality. Despite the economic challenges the state still faces, we cannot lose sight of that.
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Messages
All of CWMTF’s projects play important roles in protecting North Carolina’s economy.
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Messages
CWMTF must be in a position to resume its legislatively mandated goals for protecting the state’s water quality.
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Targets
General Public
News Media
Legislators
Policy Makers
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Meeting the Plan Objectives
Traditional News Media
New Media
Events and other Collaborations
Legislative Outreach
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What We’re Doing Now
Trustee Op-Eds
Charlotte Observer
Winston-Salem Journal
Asheville Citizen Times
Tri-County Area/Foothills
Goldsboro
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Op Eds
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Op Eds
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Op Eds
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What We’re Doing Now
Field Rep Community Outreach Local planning meetings environmental
organizations County Commission meetings Workshops Regular contact with local leaders,
engineering firms, consultants RC&D functions, Soil and Water meetings
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What We’re Doing Now
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What We’re Doing Now
New Media
Web Site redesign
1 in 5 adult net users use Twitter, Facebook or other social networking service to keep tabs on friends and interests.*
*Pew Research Center, Internet and American Life Project, 12/27/09
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Web Site Re-design
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Web Site Re-design
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Traditional news releases
Stories in stakeholder newsletters
Public Events/Tours Use of New Media
Project Promotion
Target projects with regional significance and or anniversaries. Promote their successes via:
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Collaboration Opportunities
Promote completed projects
Reinstate practice of holding public celebratory events
Investigate and take advantage of other publicity opportunities where CWMTF has an association
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Stakeholder Forums
Plan and hold regional meetings to: discuss needs, challenges, etc. in
face of current conditions Grantees, environmental community,
local leaders, public INVITE LOCAL LEGISLATORS.
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Legislative Outreach
Meetings with legislative leadership in Raleigh
Meet with local legislators in their home counties to discuss projects and impact of CWMTF
Lobby Day
ERC Report
Annual Report
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New Media
Create a CWMTF blog
YouTube and Flickr Sites for Project Photos, etc.
Take advantage of other FREE online promotional opportunities
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Timeline for Plan Implementation
Web/New Media –Ongoing
Events/Outreach – Spring
Annual Report –In progress
Legislative Outreach –Now through session