DEVELOPING ACOMMUNICATIONS STRATEGY

Kelly R Hall, CCE IOMPresident/CEO

Longview Chamber of Commercepresident@longviewtx.com

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?

Communication Checklist

Information Collection

OrganizationFAQs

Template for Press Releases

Relationshipsw/ Media

Defined Framework

ChamberNews Room

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

Situational Analysis

• Formative Research

Step 3

Situation Analysis

What are

Facts?

Outstanding Issues?

Focus Groups

Where are the gaps?

Surveys

Step 4

•Set your goals and objectives•Objectives are SMART

(specific, measurable, attainable, relevant and time-sensitive)

Strategic Summary

ScheduleCreate 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

Longview Sample

TOOLS NETWORKING RESOURCES SERVICES PROMOTIONPROFESSIONAL DEVELOPMENT

The ChamberBusiness ReferralTotal Resource CampaignStrategic PlanPlan of WorkMember Business DirectoryUniquely LongviewMapMailing ListsRibbon CuttingsTechgnology WebinarsWoman's Leadership SeriesPast Chairman's CouncilBusiness Development SeriesCertificate of OrginBusiness After HoursLeadership LongviewLeadership AlumniMeeting Room RentalCVBVisitor BrochureMeeting Planners GuideEvent GuideHospitality TrainingConvention ServicesPromotional ItemsMain StreetFaçade GrantDesign GuidelinesSmall Business AssistanceDowntown EventsPreservation Guidelines

As a COMMUNICATION TOOL The Chamber provides or communicates…

Longview SampleEVENTS

Key Publics/ Target Audience

Chamber of Commerce Fax Radio TVBanner

AdLP Buzz

E-NewsletterPress

ReleaseSocial Media

Website Billboard BrochureEvent

ProgramLPR

NewsletterNewspaper

AdPostcard/Invitation

Rack Card

P - Primary, S - Secondary, T- Tertiary

Annual Banquet t t t t t t t P

Boat Show t t t t t t t t t P, S, T

Business Advocacy Events t t t t P, S, T

Business EXPO t t t t t t t t t t t t P, S, T

Member2Member t t t P

PAR BUSTERS t t t t P,TQuarterly Membership

Luncheonst t t t t t P

Main Street

AlleyFest t t t t t t t t t t t t t t t P, S, T

ArtWalk t t t t P, S, T

Music on the Plaza t t t t t t P, S, T

Downtown Live t t t t t t t P, S, T

Movies on the Plaza t t t t t t P, S, T

Christmas Parade t t t t t t t t P, S, T

CVB

Hospitality Training t t t t t t t t t P, S, T

Webinar t t t t t t P

Party in the Pines t t t t t t P, S, T

AlleyFest t t t t t t t t t t t t t t t P, S, T

Great TX Balloon Race t t t t t t t P, S, T

Electronic Communications Print CommunicationsBroadcast Communications

Samples

Samples

PUBLICATION ONLINE ANNUAL ISSUE MONTHS SIZE TO PUBD ONLINE Y Y TRAVEL LISTING ALL 11/1/2011-10/31/2012

D TRAVEL SPRING TRAVEL PLANNER

MAR 1/2 PAGE H 3/1/2012

EAST TEXAS COMMUNITY NEWSPAPERS Y NEWSPAPER INSERT ALL FULL PAGE 7/1/2012EAST TEXAS TOURISM Y VACATION GUIDE ALL 1/1/2012-12/31/2012EAST TEXAS TOURISM Y GROUP TOUR MANUAL ALL 1/4 PAGE 1/1/2012-12/31/2012EAST TEXAS TOURISM Y FUN MAP ALL 1/1/2011

FESTIVAL BROCHURE Y2012 FOCUSED PUBLICATION ALL 4 FOLD 12/1/2012

FISH & GAME - Green Agency MONTHLY - CLASSIFIED NOV 5 INCH 11/1/2011FORBES & BUTLER - DESIGN DESIGN WORKKOLOR VIEW ALLEYFEST FEB-MAY RACKCARD-10K 2/1/2011KOLOR VIEW E.T. OUTDOOR EXPO OCT-JAN RACK CARD - 5K 11/1/2011

KOLOR VIEWGREAT TEXAS BALLOON RACE MAR-JUL RACK CARD - 10k 3/1/2012

KOLOR VIEW* PARTY IN THE PINES FEB-MAY RACK CARD - 5K 2/1/2012MADDEN MEDIA FALL STF SEP-DEC 1/8/PAGE 9/15/2011-12/30/2011MADDEN MEDIA SPRING STF 2012 APR-JUL 1/8 PAGEMADDEN MEDIA Y ANNUAL ALL Ibrochure 10/1/2012-9/30/2012NETTC FESTIVAL GUIDE Y Y 1/1/2013-12/1/2013NETTC MAP Y Y 3/1/2012-2/28/2013RIDE TEXAS WINTER 2012 JAN,FEB,MAR 1/2 PAGE H 1/4/2012RIDE TEXAS SPRING 2012 APR,MAY,JUN 1/2 PAGE H 4/5/2012SOUTHERN TRAVELER BI-MONTHLY MAR-APR 1/3 SQ 3/1/2012-4/30/2012SOUTHERN TRAVELER BI-MONTHLY MAY-JUN 1/3 SQ 5/1/2012-6/30/2012SOUTHERN TRAVELER BI-MONTHLY JUL-AUG 1/3 SQ 7/1/2012-8/31/2012SOUTHERN TRAVELER BI-MONTHLY SEP-OCT 1/3 SQ 9/1/2012-10/31/2012TEXAS FISH & GAME - Green MONTHLY -CLASSIFIED DEC 5 INCH 12/1/2011TEXAS FISH & GAME - Green N. ALMANAC JAN 1/2 H 1/1/2012TEXAS HIGHWAYS Y Y 2012 ALL MARKETPLACE 1/1/2012-12/31/2012TEXAS HIGHWAYS MONTHLY MAR 1/3 PAGE H 3/1/2012TEXAS HIGHWAYS MONTHLY APR 1/3 PAGE H 4/1/2012TEXAS HIGHWAYS MONTHLY MAY 1/3 PAGE H 5/1/2012TEXAS HOSPITALITY AND LODGING ASSOCIATION Y MEMBERSHIP FOR HOTELS

TEXAS MONTHLY Y Y ANNUAL ALL

SPONSORSHIP OF LONGVIEW, TX OVERVIEW WEB PAGE ON TEXTRAVELER.COM 10/1/2011-9/1/2012

TEXAS MONTHLY YANNUAL - TACVB SPORTS FACILITY DIRECTORY ALL 1/2 PAGE H

TEXAS STATE TRAVEL GUIDE Y ANNUAL ALL 1/3 PAGE H 1/1/2012TEXAS TRAVEL INDUSTRY ASSOCIATION - TTIA Y FILE FOLDER ALL BROCHURE AD 1/1/2012TOUR TEXAS Y MONTHLY ALL TOP BANNER 1/1/2012-12/31/2012

TRIPADVISOR Y Y ANNUAL ALL

SPONSORSHIP OF LONGVIEW, TX OVERVIEW WEB PAGE 2/17/2011

TRIPADVISOR Y Y ANNUAL ALL

DALLAS/FTW/ HOUSTON TARGET MARKETING 5/1/2011 - 7/30/2011

Longview Ad Schedule

• What will it cost your organization to execute?Staff time, consultant, graphics

designer, ad space, editorial space, website, e-news, etc.

Budget

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

Moving Your Plan Forward

Four Steps to Begin

Identify a lead person

Form a cross

functional team

Establish parameters

Empower and let go

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

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!

Executive Summary

Background

Situation Analysis

Strategic Summary

Schedule

Budget

Evaluation &

Monitoring

7 Key Sections of a Communications Plan

Q & A

Get Set Ready …. GO!