wap communications strategy 2010-2011 v2

Communications Strategy 2010-2011

Matt Carwardine-Palmer Communications Consultant

February 2010

Wiltshire Arts Promoters Communications Strategy 2010-2011 2

Contents 1.0 Introduction ………………………. p3 2.0 Context ………………………. p4

2.1 About Wiltshire ………………………. p4 2.2 About WAP ………………………. p5

2.2.1 WAP‟s vision ………………………. p5 2.2.2 WAP‟s membership ………………………. p6

2.3 Business Plan and objectives 2009-2011 ………………………. p7 2.4 Wiltshire Council ………………………. p9

2.4.1 Wiltshire Council – structure ………………………. p10 2.4.2 Wiltshire Council – arts provision ………………………. p12

2.5 Arts Council England South West ………………………. p14 2.6 Wiltshire and Swindon Arts Alliance …………………….… p15

3.0 Stakeholder engagement ………………………. p16 4.0 Communications Objectives 2010-2011 ………………………. p17 5.0 Key Messages ………………………. p19

5.1 Elevator speech ………………………. p20 6.0 Promotional Mix ………………………. p21

6.1 Online Activity ………………………. p21 6.2 Press & PR ………………………. p21 6.3 Advocacy ………………………. p21 6.4 Events ………………………. p22 6.5 Direct marketing ………………………. p22 6.6 Advertising ………………………. p22 6.7 Publications ………………………. p22

7.0 Resources ………………………. p23

7.1 Budget ………………………. p23 7.2 Staffing ………………………. p23

8.0 Monitoring & Evaluation ………………………. p24 9.0 Action Plan 2010-2011 ………………………. p25

9.1 Activity timeline 2010-11 ………………………. p26 9.2 Stakeholder targeting 2010-11 ………………………. p27

Appendix A – Stakeholder detail


1.0 Introduction In July 2009, Wiltshire Arts Promoters (WAP) sought professional input into the creation of a Communications Strategy, initially to run from autumn 2009 – spring 2010, but later changed to run for the period from January 2010 to April 2011. Following the appointment of the consultant, an initial meeting was held with members of WAP‟s Core Group in August 2009. A first draft of the strategy was delivered in September 2009, and was revised and re-issued as a final draft in November 2009. Following a meeting with the Core Group on 1 February 2010, the strategy has been further updated and completed. Effective communication Effective communication involves: Reaching the right people (WHO) With the right message (WHAT) Via the right medium (HOW) At the right time (WHEN)

This strategy begins with some context setting about WAP, its vision, Business Plan and Objectives, and relevant information about Wiltshire Council, Arts Council England and Wilshire & Swindon Arts Alliance. The strategy goes on to address „WHO‟ Wiltshire Arts Promoters needs to communicate with, breaking down stakeholders into groupings (with more detail added as Appendix A). A set of communications objectives are then proposed, and a set of key messages suggested („WHAT‟). This is followed by a breakdown of the promotional mix („HOW‟) and a look at resources, implementation, monitoring and evaluation. Lastly, the strategy suggested a detailed Action Plan for communications activities (WHEN) for 2010-11. This strategy is intended to be a living document, and it will require regular updating (especially the stakeholder list and action plan). It will also be worth revisiting the Communications Objectives midway through the year to make sure the phased approach is still appropriate. About the author Matt Carwardine-Palmer is a freelance marketer and consultant, working with organisations in the cultural and not-for-profit sectors. He has written marketing and communications strategies for various clients and has delivered projects for organisations as diverse as Orchestras Live, Shakespeare‟s Globe, Wales Millennium Centre, the British Film Institute and Dance South West. Prior to starting a freelance career in 2006, Matt was Head of Marketing at Bristol Old Vic, Marketing Director for HST Theatres, and Marketing Manager at AMH. He holds a First Class Honours Degree in Arts Management and is a Member of the Chartered Institute of Marketing. For further information about Matt Carwardine-Palmer, visit www.marketingculture.org.uk


2.0 Context 2.1 About Wiltshire Headlines from May 2009 Wilshire Brief by the GOSW Regional Intelligence Team Wiltshire has a population of 452,600 – nearly 9% of the total South West population. In the 10 years to 2007, Wiltshire‟s population grew by 8.1% (compared with South West

average of 7.3% and England average of 5.0%). Wiltshire has a total land area of 3,255 sq km. Wiltshire has a population density of 139 persons per sq km (compared with South West

average of 217 and England average of 392). Wiltshire has a considerably lower proportion of ethnic minorities (1.6%) than the South

West average of 2.3% and England average of 9.1%. Wiltshire contains two World Heritage Sites – Stonehenge and Avebury.

Age profile of Wiltshire from 2001 Census

Wiltshire Wiltshire (%) South West South West (%)

Under 16 88,636 20.5% 938,570 19.0%

16-19 19,429 4.5% 232,693 4.7%

20-24 20,928 4.8% 264,173 5.4%

25-29 25,151 5.8% 282,280 5.7%

30-44 99,928 23.1% 1,049,175 21.3%

45-59 85,892 19.8% 982,263 19.9%

60-74 58,796 13.58% 723,874 14.7%

75+ 34,213 7.90% 455,406 9.3%

Total 432,973 4,928,434


2.2 About WAP Wiltshire Arts Promoters (WAP) was established in 2005 as a representative group of professional arts organisations in the county. The initial development was facilitated by TheatreWorks assisted by a freelance consultant funded by Arts Council England South West (ACESW). This followed Diana Johnson‟s Wiltshire Forward report in spring 2005 (commissioned by ACESW) that mapped arts provision in Wiltshire and raised a number of issues in a regional context. In 2006, WAP successfully applied for a Grants for the Arts award from Arts Council England, and it has continued to receive support from ACESW since. In particular, it is appreciated by ACESW that since the creation of Wiltshire Council as a unitary authority that there is currently a vacuum where an arts strategy should be, and that WAP has a vital role in advising and developing a strategy in partnership with Wiltshire Council‟s Lead Officer. By its nature, WAP needs to be flexible and its priorities will change depending on the internal and external factors. In the medium term, WAP may focus more on networking for its members, projects and joint initiatives for its members – all with the over-riding purpose of developing audiences across Wiltshire. However, for the 15-month period between February 2010 and April 2011, the priority is very much on advocacy, lobbying and working with the newly-formed Wiltshire Council on developing an arts strategy and securing funding for arts in Wiltshire. Running in parallel with this is a commitment to focus more on communicating directly with Wiltshire audiences. 2.2.1 WAP’s vision Working together to develop arts opportunities in Wiltshire to maximize the benefits for our diverse communities Wiltshire has a world-class arts offering to be proud of. As well as international festivals and the South West‟s leading producing theatre, it boasts museums, galleries, arts centres, carnivals, orchestras producing theatre companies, individual artists and fantastic community arts organisations. From dance activities to youth theatre opportunities for young people, to bringing colour and inspiration to NHS patients, the arts in Wiltshire changes people‟s lives for the better. Wiltshire Arts Promoters is an association of professional arts organisations in the county that produce, develop and promote this work. Together we are committed to contributing to an arts strategy for the county that enables:

excellent artistic experiences that entertain and inspire our communities;

access for everyone to high quality arts events;

performances, events and programmes that reflect our region;

an environment that enables artists and creative practitioners working in the region to thrive;

the creative talents and achievements of our region in the national and international arena;

members of our communities to participate in creative activities to develop their own potential as individuals and that of their communities;

the development of the creative arts to support and regeneration and the economy.


2.2.2 WAP’s membership WAP‟s membership is made up of: Arc Theatre, Trowbridge Artcare Big State Theatre Devizes Carnival and International Street Festival Hoodwink Theatre Hullavington Arts Festival Marlborough Jazz Festival Pound Arts, Corsham Reach Inclusive Arts Salisbury & South Wiltshire Museum Salisbury Arts Centre Salisbury International Arts Festival Salisbury Libraries & Galleries Salisbury Playhouse Sarum Orchestra TheatreWorks (*) Trowbridge Museum Wiltshire Dancing Wiltshire Music Centre Wiltshire Youth Arts Partnership

(*) TheatreWorks is based at ICIA in Bath and covers Bath, NE Somerset, Swindon and Wiltshire. Until the end of 2009, WAP received one day per week administrative support from Katharine Meadows, who worked on a Business Plan for WAP, co-ordinated meetings and acted as a single point of contact for WAP‟s members. However, Katharine left WAP in December 2009, and a freelance Development Manager (Tracy Sullivan) has been appointed to start work in February 2010 with an extended two day per week contract, to include delivery of this communications strategy. More detail is included in Section 7.2. With 20 members, it is necessary for WAP to have a Core Group that meets more regularly and is able to address issues on behalf of the full membership. The Core Group is made up of: Maria Bota (Salisbury International Arts Festival) Michelle Carwardine-Palmer (Salisbury Playhouse) Angela Conlan (Wiltshire Dancing) Deryck Newland (Salisbury Arts Centre) Keith Nimmo (Wiltshire Music Centre) Dominic Somers (TheatreWorks) Peter Ursem (Artcare)


2.3 Business Plan and objectives 2009-2011 An 18-month Business Plan is currently being developed, around a series of shared objectives. Mostly these related to how WAP will develop its relationship with Wiltshire Council, but also there are objectives relating to WAP itself and the development of its member organisations. Priority A Produce an advocacy pack which summarises how the arts impact on Wiltshire‟s Local

Area Agreement (LAA)(including the „elevator speech‟, a DVD, elements delivered, leverage, statistics and compelling case studies of projects meeting LAA objectives).

Participate in the new local authority framework. For example, give presentations to

Area Boards, secure seats on Community Area Partnerships and advocate for the arts as a crucial part of the funded mix.

Work with the lead officers in Wiltshire and ACESW to identify priorities for audience and

artform development, setting out joint development and implementation plans. Map out Members‟ plans for the next two years and WAP‟s role in supporting these.

Develop and implement a comprehensive Communications Strategy for WAP.

Priority B Instigate and maintain effective, working dialogue with Wiltshire Council and Arts Council

England South West, in order to ensure strong support for shared objectives for the arts in Wiltshire, and secure the funding that underpins this. For example: quarterly meetings with the lead officers and Wiltshire‟s Cabinet Member.

Establish mechanisms to facilitate WAP‟s ability to reach a consensus for prompt decision

making, sharing information, identifying and resolving differences. Priority C Play a major role in supporting Wiltshire Council in the devising and implementation of

its cultural plans, offering a collective, persuasive vision. For example, helping to recruit the Arts team, supporting their induction, providing their Arts in Wiltshire „toolbox‟ and regular consultations, offering a platform for meeting the arts community.

Facilitate opportunities for members to collaborate on projects, where agendas overlap.

For example, regular sharing of the wider context and our organisational visions. Create an arts conference for Wiltshire.


Priority D Map out WAP‟s network of natural advocates, involving our Boards, and lobby councillors,

key decision-makers, arts officers and the general public as required. Map out potential scenarios and responses in order to plan future strategy.

Consider hosting a placement under the ACE / Dept. for Work & Pensions Future Jobs

fund to enhance WAP‟s capacity to deliver a robust responsive programme. Priority E Proactively establish the model for working with Wiltshire Council which reaches across a

broad, cross-authority agenda. For example, by inviting other heads of services to meet WAP representatives. This will help to move the arts more centre-stage in Wiltshire, for example, with tourism bodies, non-arts Wiltshire Council departments, so that the benefits can be more widely spread and sustainable.

Help pilot the new Arts Council plans for Self Appraisal and Peer Review in Wiltshire.

General – not prioritised Develop the dialogue with organisations and artists out of which can emerge a structure

within which all organisations and artists can participate. Continue to increase/develop WAP membership in order to represent the wide range of

arts activities in the county. Provide information to support the provision of routes of progression for young, emerging

and established arts practitioners, letting members know where and how they can grow their experience and creative enterprise.


2.4 Wiltshire Council On 1 April 2009, the former Wiltshire County Council and its four district councils merged to become the single unitary authority called Wiltshire Council. Wiltshire Council has a gross budget of £836.8million – representing just under £1,850 per head of population. Wiltshire Council‟s slogan is „Where Everybody Matters‟ and this is used across their publications and other public-facing materials. It may be useful for WAP to allude to this in its advocacy pack, and perhaps to adopt „Wiltshire: Where the Arts matter‟ as a slogan, Wiltshire Council‟s vision To create stronger and more resilient communities

“Our vision is founded on a sense of „community spirit‟. We seek to encourage and support communities to become involved and to work with us to strengthen their ability to deal with local challenges, making Wiltshire a good place in which to live and work.” Wiltshire Council‟s goals Deliver high quality, low cost, customer focused services Ensure local, open, honest decision making Work together to support Wiltshire‟s communities

First Year Plan Amongst the actions stated in Wiltshire Council‟s First Year Plan (2009/10) is to „create a Wiltshire Arts Service to support all arts throughout the county‟: “We are merging the existing county and district art services into one countywide team to support and help develop Wiltshire‟s art and music centres, festivals, theatres and community arts events. Wiltshire‟s theatres, arts and music centres staged over 1,721 events, attracting over 230,551 people in the last year.” Communications Department The Communications Department advises on communications issues and supports the work of the Council corporately and that of individual services, working with senior and middle management as well as the Council Leader and Portfolio holders. Amongst its activities are to: ensure that staff and members are fully informed about issues that affect the Council; help plan campaigns and support key initiatives; produce the quarterly resident's magazine, Wiltshire Magazine (delivered door-to-door to

all residents in Wiltshire) and the internal staff magazine the Mag.


2.4.1 Wiltshire Council – structure

Council The Council is a decision-making body made up of members (councillors) and meets at least four times per year. It comprises all 98 members. Amongst its responsibilities are approving the policy framework of the Council and approving the Council‟s annual budget. Cabinet Cabinet is responsible for most day-to-day decisions, and is made up of the Leader and up to nine other councillors appointed by the Leader. The Cabinet makes decisions which implement the Council‟s overall policy framework and budget. The Leader has also appointed 13 Portfolio Holders to support the work of the Cabinet. Area Boards Area Boards are designed to give local people the power to influence what Wiltshire Council does in their Community Area, and to help make sure that decisions about local issues are made locally. There are 18 Area Boards in Wiltshire, made up of: Unitary councillors A cabinet member from Wiltshire Council Elected representatives from town and parish councils Community Area Partnership representatives Senior representatives from the police, Fire and Health services Representatives of young people in the community area Housing associations, the armed services and other groups & organisations that are active

in the area In addition, some Area Boards are joining up to work together on particular issues, for example the Salisbury, Amesbury, Southern Wiltshire and South West Wiltshire Area Boards (effectively the old Salisbury District Council area) are combining to create a South Wiltshire Core Strategy that will address planning policies and a framework for the long-term development of south Wiltshire.

COUNCIL

All 98 members / councillors

CABINET

Leader plus 9 councillors

AREA BOARDS

18 across the county

COMMUNITY AREA PARTNERSHIPS

Local involvement feeding into Area Boards


Community Area Partnerships Community Area Partnerships (CAPs) are independent, voluntary and non-political organisations that bring together public bodies, businesses and voluntary and community groups. Is it the role of the CAP to involve and consult with the community in the area, and to feed back those views to the Area Board with the purpose of helping to set and steer the agenda. Wiltshire Assembly Wiltshire Assembly meets twice a year, and is Chaired by John Wraw, Archdeacon of Wiltshire. The purpose of the Wiltshire Assembly is „review, deliberation and direction‟. It is made up of a wide cross-section of partnerships and agencies, including public, voluntary and community; faith, business and major employers, local councils and Community Area Partnerships. Local Agreement for Wiltshire The Local Agreement for Wiltshire (LAW) is an agreement between organisations in Wiltshire to take action to improve the quality of life in Wiltshire. Included within the LAW is the Local Area Agreement (LAA) which gives the 28 performance targets agreed with central government. The ambitions included within the LAW are „resilient communities‟, „lives not services‟ and „economic growth‟. As such, WAP has a role to play in contributing to the LAW on several levels. However, NI 11 (National Indicator for Participation in the Arts) is not currently part of the delivery mechanism for the LAW, and perhaps this is something that WAP can seek to change.


2.4.2 Wiltshire Council - arts provision Prior to April 2009, each of the four Local Authorities in Wiltshire had Arts Officers. The new Wiltshire Council then created a „Heritage, Libraries and Arts‟ department, bringing together their existing Heritage and Libraries departments with the creation of a new Arts department for the county.

According to the Wiltshire Council website: “Wiltshire Council is currently reforming its Arts Service, bringing together all the services that were provided by the former county and district authorities. The arts cover a wide range of creative opportunities, including performing arts, visual arts and crafts, literature and media arts. The arts development teams have supported a range of accessible, high quality, funded activities and directly provided services, which reflect social, educational and cultural needs. The new team will be working to build on these services.” In September 2009, the Head of Arts job was advertised internally at Wiltshire Council, but no appointment was made. The job was then advertised externally, and in January 2010, Wiltshire Council confirmed the appointment of Peter Tyas as Head of Arts, who will be relocating from Cumbria during spring 2010. Some of the wording from the advert is worth stating: “The Head of Arts will work to deliver corporate objectives and improving the quality of life and well-being of all Wiltshire‟s communities. The postholder will regularly brief Councillors to facilitate effective corporate and community decision making. Key initial initiatives will include a public arts project, management systems, external funding and grants programmes, all aimed at improving the performance of the Wiltshire Council Arts Service and increasing the impact of Wiltshire Arts.”

Heritage, Libraries & Arts (Tom Craig)

Heritage team (existing function)

Arts team (new function)

Libraries team (existing function)

Head of Arts (Peter Tyas from Apr 2010)

Arts Officer (North) Meril Morgan

Arts Officer (South) VACANT

Arts Assistant VACANT


Arts Budget

The arts budget for 2009/10 is £834,000. This represents 9.5% of the total budget for Libraries, Arts and Heritage of £8,734,000.

The total Council budget for 2009/10 is £836,800,000 so the total arts budget represents just under 0.1% of the Council‟s total budget.

Based on the 2009 population figure for Wiltshire of 452,600, the arts budget represents £1.84 per head of population.

Average Council Tax 2009/10 for Wiltshire = £1,453

Average Council Tax going to Wiltshire Council = £1,193

Total Council Tax contribution to Wiltshire Council budget = £212,100,000

In 2009/10, there are approximately 177,787 Council Tax payers in Wiltshire, contributing £202,772 towards the arts budget – therefore costing each Council Tax payer £1.14 for the year. This is less than 10p per month.

It would be worthwhile doing some further desk research to look at how these figures compare with other counties in the South West (and with other comparable authorities in England). The Audit Commission‟s online „Value for Money Profile Tool‟ is a useful starting point for comparison purposes. For example, a graph for both the „County Councils culture expenditure per head‟ and „County Councils total culture expenditure‟ in 2008 – which almost certainly includes libraries – showed Wiltshire coming 31st out of 34 County Councils, so clearly a low level of investment. Wiltshire Council website – arts coverage Within the „Leisure and Culture‟ section of the Wiltshire Council website are some pages relating to „Arts and Galleries‟. The main webpage states: Wiltshire Council is currently reforming its Arts Service, bringing together all the services that were provided by the former county and district authorities. The arts cover a wide range of creative opportunities, including performing arts, visual arts and crafts, literature and media arts. The arts development teams have supported a range of accessible, high quality, funded activities and directly provided services, which reflect social, educational and cultural needs. The new team will be working to build on these services. There are then three sub-pages for:

Arts Project grants

Community Arts training

Participatory Arts workshop scheme (PAWS) In addition, there is a page about Salisbury City Hall (which is directly managed by Wiltshire Council).


2.5 Arts Council England South West Arts Council England South West (ACESW) has a historic funding relationship with WAP (starting with a Grants for the Arts Award in 2006) and ACESW continue to fund WAP to the present day. The current funding is to support the organisation in their new relationship with Wiltshire Council especially in light of the current absence of a full arts team at Wiltshire Council. The Lead Officer for WAP is currently Chris Humphrey (Interim Regional Executive Director). On 1 February, it was announced that Phil Gibby (ex-Bristol Old Vic, Arts & Business and WNO) has been appointed as Regional Executive Director for ACESW and will start in late March. In addition, each WAP member who is regularly funded by ACESW will have a relationship with their own Lead Officer, so there is scope for building strong support for WAP at different levels within ACESW. However, Arts Council England is going through a major reorganisation that will see a shake-up across its regional offices from April 2010, and there will be new relationships to be built. ACE has now published in detail the structure of each regional office, and a major recruitment drive is currently underway. The South West office will downsize from 40 staff to 27 staff, and will lead on: Relationships with arts organisations and partners in their region; Relationships with artists, including helping to develop appropriate applications for

Grants for the Arts in their region; Raising funding for the arts in their region, building funding partnerships and levering in

funding for the arts wherever possible. Regional offices will also deliver nationally agreed programmes of work and provide expertise and support to colleagues across the organisation through collaborative working. In addition, four new Business Units will be created. This will see the South West join with East Midlands and West Midlands on issues of planning, investment strategy and other budget decision-making. The „Midlands and South West‟ Business Unit will be in Birmingham, led by Laura Dyer (currently Executive Regional Director at Arts Council England East Midlands). The new structure also includes a „streamlined advocacy and communications team‟ consisting of a head office team and three area advocacy teams supporting regional offices. Therefore, all advocacy and communications for the South West region will be managed in Birmingham.


2.6 Wiltshire and Swindon Arts Alliance Wiltshire and Swindon Arts Alliance (W&SAA) is a strategic umbrella body for the arts in the sub-region, encompassing local authorities, Arts Council England, regularly funded and key strategic organisations representing a wide variety of art forms and sectors. W&SAA is currently funded by Swindon Borough Council and Wiltshire Council and is made up of a small number of large, regularly funded arts organisations within the geographic county. W&SAA‟s vision W&SAA is a united voice for the arts. It provides a strategic overview and co-ordinating mechanism, adding value to artistic organisations and infrastructures. W&SAA‟s values W&SAA believes that the collective voice of Wiltshire and Swindon can assert the following values more effectively: The arts and creativity are central to quality of life; Everyone has creative potential; access to quality arts experiences is a universal right

and must reflect identified community need; Artistic and creative activity, and its infrastructure, contribute to the lives of our

community and should be championed and celebrated; Dialogue with the region‟s key decision makers is vital in order to inform strategic

planning and ensure effective, sustainable delivery of the arts, maximising personal, social and economic benefits.

Arts and creativity play a distinctive and important part in the nation‟s cultural life. W&SAA‟s members are representatives from: Arts Council England (South West) Swindon Borough Council Wiltshire Council Regularly Funded Organisations:

o Salisbury Arts Centre o Salisbury International Arts Festival o Salisbury Playhouse o Sixth Sense Theatre Company o Swindon Dance o Wiltshire Music Centre

So, whilst WAP‟s current priority is to lobby Wiltshire Council on behalf of arts promoters in Wiltshire in order to secure funding for the arts across the county, W&SAA‟s priority is to become a facilitator and enabler of debate and joint action for its members.


3.0 Stakeholder engagement WAP needs to engage with a large number of stakeholders in different ways. These range from funders and politicians to audiences, participants, colleagues, media and the WAP membership internally. The main stakeholder groups can be summarised as follows:

Funders and Politicians o Wiltshire Council – key influencers o Area Boards o Community Area Partnerships o Wiltshire Assembly o Town and Parish Councils o Arts Council England South West o National and European Government o Trusts and Foundations

Colleagues and Networks o Wiltshire and Swindon Arts Alliance o South West-based networks and organisations o National networks and organisations o Local advocates o Local sponsors and businesses

Wiltshire Audiences and Participants o Audiences and participants of WAP members o Resident artists o Patrons o Individual donors/supporters o Friends schemes/memberships/societies

Media o Local and regional newspapers o Local and regional magazines o Local and regional radio & television o Industry media o National media

Internal o WAP members

A detailed breakdown of each sub-category is essential, and this work needs to be carried out by the WAP membership individually. In some cases (e.g. politicians), individual names are needed, in other cases (e.g. Friends schemes), at this stage it is useful just to gather numbers. Gathering this information will be an ongoing task, and much of the groundwork has been done as part of this strategy – see Appendix A for details.


4.0 Communications Objectives It is suggested that the Communications Objectives are split into three phases – a „quiet diplomacy‟ phase, largely involving direct engagement with Wiltshire Council – this to run concurrently with a „profile raising‟ phase when WAP becomes more publicly visible. Finally, a „hearts and minds‟ phase that is a public campaign for support for the arts in Wiltshire. Throughout this final phase, there needs to be an ongoing campaign garnering support for the arts in Wiltshire, seeking letters of support from sponsors, local businesses, trusts & foundations and starting an online petition for audiences. It‟s partly a „numbers game‟ – the weight of potentially hundreds of letters of support from businesses, and tens of thousands of signatures from audiences will be powerful. February 2010 – August 2010 („quiet diplomacy‟) To produce a mini-manifesto for the arts in Wiltshire, via an advocacy pack (with DVD) to

be produced and circulated to key stakeholders, especially Wiltshire Council. To continue to develop the Elevator Speech for both politicians and public that makes the

case for arts funding in Wiltshire in plain English.

To establish regular meetings with Cllr Stuart Wheeler to prepare the ground for Wiltshire Council‟s budget setting for 2011/12 onwards.

To seek representation on as many Community Area Partnerships as possible, and to

attend the Wiltshire Assembly meetings in March and October. To map out the best way to achieve influence for the arts within all 18 Area Boards.

February – August 2010 („profile raising‟) To ensure that all of WAP‟s members start using the WAP logo and name on marketing

materials, with links to the WAP website from their own websites. To plan and issue regular (quarterly?) press releases celebrating work undertaken and

planned within the County. Also, to make contact with the most influential press people (e.g. newspaper Editors) to get them on-side.

To secure a feature in Wiltshire Magazine (via Wiltshire Council Communications Team)

with a good-news story about the benefits of the arts to Wiltshire. To plan event invitations to key stakeholders (especially Wiltshire Council) and keep

record of attendance/engagement To seek to be recognised and included on Wiltshire Council‟s list of partner sites on the

„Useful Links‟ section of their website.


September 2010 – April 2011 („hearts and minds‟) To start an online petition seeking support for arts in Wiltshire, publicised by WAP‟s

members throughout the coming year. Start by contacting Friends groups and encouraging them to pass it onto five other people in their address book. This can also be supported by a Facebook campaign especially for younger audiences and participants.

To investigate the possibility of a „send a postcard to your MP/Councillor‟ campaign to

launch in spring 2011. To get all WAP members to ask their sponsors and corporate patrons to write open letters

of support, to be published on the website. This should also be extended to include expressions of support from other influential individuals, such as high profile arts advocates, Trustees and Patrons of WAP members, as well as Trusts and Foundations that currently support the arts in Wiltshire.


5.0 Key Messages Having identified WHO we need to communicate with, the next step is to define WHAT we need to communicate to them. Taking into account the WAP vision statement in section 2.2, and the Communications Objectives in section 4.0, the following Key Messages are suggested for use during 2010 and 2011. Wiltshire is home to a vibrant and growing arts scene.

Everyone in Wiltshire can enjoy great arts experiences within the county.

Everyone in Wiltshire can access excellent arts facilities within the county.

Wiltshire residents of all backgrounds enjoy and participate in local arts events.

From dance classes for older people and youth theatre opportunities for young people, to

bringing colour and inspiration to NHS patients, the arts in Wiltshire changes people lives. Wiltshire boasts the South West‟s leading producing theatre, an award-winning live music

venue, an International Arts Festival. Wiltshire has a network of excellent arts festivals, theatres, museums, galleries and arts

centres – not to mention a carnival, an orchestra and some fantastic community arts organisations.

By continuing to work together, the arts organisations in Wiltshire can realise the full potential of the arts across the county, and create greater opportunities for local people to experience the full range of arts on their doorstep.

Wiltshire‟s arts organisations are valuable part of the tourist sector, attracting visitors

not only from the South West, but from all parts of the UK and from overseas. Involvement and participation in the arts can bring Wiltshire communities together.

Wiltshire‟s arts organisations are committed to reaching more people than ever through

outreach and community projects, including education work both in schools and in a wider community setting.

In addition, some more localised messages can be used as appropriate, especially with regards to economic impact. For example, it may be possible to demonstrate the impact of the Salisbury International Festival within Salisbury, but perhaps not throughout Wiltshire. Not all WAP members are able to generate this kind of information, so it is not possible to give an overall economic impact figure for Wiltshire as a whole. The statistics about arts funding in Wiltshire in section 2.5.2 are also extremely useful and can be used to emphasise, for example, the low level of current spend per head on arts, the financial leverage that Wiltshire arts organisations exert, and the excellent value for money that Wiltshire council tax payers receive. In addition to the economic impact and other financial arguments, it may be valuable to try to express the impact of the arts in Wiltshire through quality of life, and inherent worth, perhaps through genuine, first-hand testimonies.


5.1 Elevator Speech During autumn 2009, WAP has developed an „Elevator Speech‟ – a short introductory piece of text that can be adapted and used for advocacy purposes. For example, it might be used to introduce a presentation; it may also feature on WAP members‟ websites. In its current form, it is aimed particularly at Wiltshire Council but can be adapted to the relevant audience. The current version is as follows: Wiltshire has a world-class arts offering to be proud of. As well as an International Festival and the South West‟s leading producing theatre, it boasts museums, galleries, arts centres, a carnival, an orchestra producing theatre companies, individual artists and some fantastic community arts organisations. From dance classes for older people and youth theatre opportunities for young people, to bringing colour and inspiration to NHS patients, the arts in Wiltshire changes peoples‟ lives for the better. Wiltshire has a thriving arts scene, and Wiltshire Arts Promoters exists to represent the professional arts organisations in the county. Together we are committed to making the arts accessible to all, and to delivering excellent artistic experiences to Wiltshire‟s residents that contribute to the well being of our communities. But like any eco-system, the arts in Wiltshire need support in order to sustain it in the long term, and we feel strongly that some level of public subsidy remains vital. The arts represent amazing value for money both to Wiltshire Council and to the Council Tax payers within the county. This year, the arts accounted for less than 0.1% of the Wiltshire Council budget, costing Council Tax payers less than 10 pence per month. Wiltshire Arts Promoters have a valuable contribution to make to Area Boards and Community Area Partnerships. Working closely with Wiltshire Council‟s Head of Arts, Wiltshire Arts Promoters can act as a delivery mechanism for professional arts in the county, and can help deliver a wide range of Wiltshire Council‟s objectives. Wiltshire Arts Promoters is recognised – and funded by – Arts Council England South West as a valuable organisation in co-ordinating arts activity in the county, working alongside Wiltshire Council‟s own arts team. By acting as a conduit for national arts funding, and county-based subsidy, Wiltshire Arts Promoters is uniquely placed to deliver joint initiatives that can have an even greater impact in future.


6.0 Promotional Mix Having identified the WHO and the WHAT of the communications strategy, the next aspect is to consider HOW: the promotional mix. It is worth remembering that effective, planned communications aims to differentiate, reinforce, inform and persuade. The various communications tools outlined below all play their part in one or more stages of this process. 6.1 Online activity Online activity, via the WAP website, and the websites of the WAP members will be an important – and cost effective – way of increasing WAP‟s profile and reaching (in particular) audiences and participants. The WAP website needs to be refocused; it may not be possible to deliver what is currently advertised („providing information about what‟s happening and what‟s new in the arts throughout the county‟.), but it could be a useful hub of information about WAP including a version of the Elevator Speech, and with Key Messages embedded throughout. All WAP members should be linking to the WAP website from their own website, and with increased prominence. The WAP site would be the address for promoting the online petition, so the sooner WAP members start promoting the URL both online and offline, the better. The online petition can be set up for free with any number of providers (petitionsonline.com, ipetitionse.com and petitionspot.com being just three), and WAP should also create a Facebook Group for gathering support especially from younger audiences and participants. 6.2 Press & PR Developing good relationships with local and regional media – and feeding them interesting, newsworthy stories - will become more important especially as the „hearts and minds‟ phase develops. This is a potentially high-profile way not only of reaching large numbers of people, and it can also carry a great deal of influence with funders and politicians. It would be suggested that the Development Manager works alongside the WAP Core Group on building the important face-to-face relationships in order to create good-will towards the arts in Wiltshire, and that regular press releases are issued (again in collaboration with the WAP Core Group) based around the Key Messages. 6.3 Advocacy Advocacy is at the heart of this strategy, and is illustrated by looking again at the priorities set out in the organisational objectives in Section 2.4. Advocacy is the responsibility of all WAP‟s members – not just the Core Group – and cannot be the function of the part-time Development Manager (whose role will be to coordinate and support in this regard). It is vital that WAP‟s members work hard on stakeholder engagement, and the detail provided in Appendix A needs to be built upon and constantly updated. Each WAP member has the knowledge and contacts to contribute to part of this jigsaw, and the Core Group must agree the best way (and the best person(s)) to approach the most important funders and politicians in particular. In some cases, relationships will already exist, but in other cases this must be created. Tools such as the advocacy leaflet and Elevator Speech will be useful in doing this.


6.4 Events WAP isn‟t seeking to run specific events of its own (unlike WASAA), but it should seek opportunities to represent itself at other events in Wiltshire and beyond. This is where the advocacy pack and Elevator Speech become particularly important. In the main, these opportunities will come via WAP‟s members (rather than the Development Manager) although he/she should log the events and details of who was reached at the event. Although no WAP events are planned, WAP‟s members are almost all in a position to create VIP events of their own, whether a press night, a project launch/culmination, a season launch etc, and these opportunities should be taken to invite particular members of Area Boards, Community Area Partnerships etc and to push the WAP agenda. Again, it would be helpful for details to be provided to the Development Manager so it can be recorded. 6.5 Direct Marketing Direct marketing will mainly involve WAP‟s members individually contacting their audiences, participants, patrons, sponsors at various times to encourage support for the arts in Wiltshire. This will need to be coordinated by the Development Manager, and consistent wording/messages used in this communication across the membership. 6.6 Advertising WAP‟s budget won‟t stretch to paid-for advertising, but in some cases WAP‟s members may be able to secure advertising space for WAP on an „in kind‟ basis, for example in season brochures and programmes. This is likely to be advertising one of the public campaigns scheduled to run from autumn 2010, and will direct people to www.wiltshirearts.co.uk. 6.7 Publications The advocacy leaflet/pack remains urgent, and should be produced as early in the new year as possible. It must include the key messages, a version of the Elevator Speech and WAP‟s vision. It is recommended that a form of Annual Review is produced during 2010 for WAP – this is a chance to highlight the work of the individual members whilst again pushing the key messages. It will be useful for WAP‟s members to have this kind of document to hand for advocacy purposes. When the public campaign for support begins in autumn 2010, there will almost certainly be a need for some print (postcards?) that can be generic or tailored for each WAP member to use – this is something for discussion.

http://www.wiltshirearts.co.uk/


7.0 Resources This section considers the resources – both in terms of budget and staffing – that might be needed to deliver this communications strategy. 7.1 Budget This strategy assumes little budget is available for communications activities, which is partly where there is great emphasis on activities with no direct cost (advocacy, press & PR etc). The main cost items mentioned in this strategy are:

Advocacy document (already budgeted for)

Annual Review document (optional; could be produced cheaply)

Postcard printing for public campaign for support It is assumed that the WAP members will use their own internal resources and systems for raising the profile of WAP (e.g. adding the logo to their print) and also the individual members will need to take responsibility for distributing postcards, writing to corporate patrons etc. Alternatively, these costs could be built into a WAP communications budget if deemed preferable. 7.2 Staffing WAP has successfully recruited a freelance Development Manager – Tracy Sullivan - who will be responsible for delivering this communications strategy from February 2010, working in collaboration with the WAP membership. The key parts of the job are as follows:

To implement the recently completed Communications Strategy to increase the profile of the arts in Wiltshire.

To liaise with ACE SW, the Wiltshire and Swindon Arts Alliance and local authorities in Wiltshire in order to provide effective communication between the members of WAP and the arts funding system.

To draw up briefs as required by WAP, in consultation with the Steering Group, for future activities and programmes, to seek funding for them and oversee their implementation.

To provide general administration including organisation of regular meetings of WAP members, liaison with members, budgeting and managing finance.

Tracy will work two days per week as Development Manager, and it is expected that communications will take up one day per week of her time. It will be great for WAP to have someone dedicated to implementing this communications strategy; some of it can be delivered directly by Tracy, and some will need to be utilising WAP‟s membership to make it happen (for example, accessing databases).


8.0 Monitoring and Evaluation Ultimately the success of this strategy will be measured by the arts in Wiltshire retaining (and hopefully increasing) its level of funding by Wiltshire Council and Arts Council England. Delivering this strategy will create a compelling case for arts funding in Wiltshire, and will involve WAP‟s members, audiences, participants, patrons, sponsors and others along the way. It may be worth considering an online survey, aimed at different stakeholder groups, to test levels of understanding of the arts in Wiltshire (and of WAP itself). For example, the WAP key messages can be tested against a ratings scale – „to what extent do you agree with the following sentences…‟, and WAP itself can be tested – „do you know what WAP represents?‟. Understandably, this kind of evaluation will need careful planning and managing – and won‟t be suitable for all stakeholders - but it may be a useful barometer of how effectively WAP is putting its campaign across. Meanwhile, on a micro-level, it is possible to monitor and evaluate activity progress in different ways. These can include: Website statistics & online tracking One of the great benefits of online communications activities is the built-in metrics, for example:

WAP website visitor statistics

Click-through rates to the online petition

Online petition sign-ups

Facebook Group sign-ups Press & PR tracking Media impact can be partly measured by the amount of coverage gained as a result of press & PR activities. Levels of expressions of support Gathering letters of support from sponsors and local businesses has been suggested as part of the „hearts and minds‟ phase, and the response rate to this kind of request can be measured.


9.0 Action Plan 2010-2011 The following page provides a month-by-month timeline for communications activities for February 2010 until April 2011, based around five strands:

Advocacy

Identity

Press & PR

Publications & events

Direct action This timeline is a best-guess at the time of writing, and will be subject to change as circumstances dictate. It provides a clear set of actions that should be achievable with the Development Manager working one day per week on communications, working in collaboration with WAP‟s membership as necessary. It is followed by a framework for stakeholder targeting. This is intended for discussion internally (at least by the Core Group) as to the Key Messages that need to be targeted at the various stakeholder groupings, and the best way to achieve that. Most of this will be self-explanatory, and some examples have been included to illustrate how this grid works.


9.1 Activity timeline 2010-2011 Advocacy Identity Press & PR Publications & events Direct Action

Feb ‘10

Continue to seek representation on CAPs, Area Boards etc (ongoing)

All WAP members to start using WAP logo on print & websites, and update WAP website with key messages etc.

Invite key stakeholders to attend WAP members events, pushing WAP agenda (ongoing)

Mar ‘10

Attend Wiltshire Assembly meeting

WAP press release Advocacy pack released?

Apr ‘10

Meeting with Stuart Wheeler

Meet with local and regional media?

May ‘10

WAP to be included on Wiltshire Council‟s list of partner sites

Jun ‘10

WAP press release

Jul ‘10


Short Annual Review for WAP published?

Plan online petition

Aug ‘10

Create online petition and Facebook group

Sep ‘10

Meeting with Stuart Wheeler

WAP members to actively promoter WAP website, online petition and Facebook group

WAP press release Launch online petition and Facebook group

Oct ‘10

Attend Wiltshire Assembly meeting


Gather letters of support from patrons

Nov ‘10

Gather letters of support from patrons

Dec ‘10 WAP press release Plan and create postcard campaign?

Jan ‘11 Meet with local and regional media?

Launch postcard campaign?

Feb ‘11

Mar ‘11

WAP press release

Apr’11 Meeting with Stuart Wheeler


9.2 Stakeholder targeting 2010-2011 – FRAMEWORK FOR DISCUSSION

WHO

WHAT HOW WHEN

Funders and politicians Wiltshire Council – key influencers Area Boards – Community Area Managers Area Boards - Chairs & Vice Chairs Community Area Partnerships Wiltshire Assembly Town and Parish Councils Arts Council England South West National & European Government Trusts & Foundations

Excellence, inclusion, community engagement, economic impact, value for money. Bringing communities together, inclusion, involvement and participation.

Advocacy & publications Identify areas of influence on each Area Board / advocacy

Ongoing Ongoing

Colleagues and networks Wiltshire and Swindon Arts Alliance South West-based networks National networks / organisations High-profile Wiltshire-based advocates Local sponsors/businesses


Wiltshire audiences and participants WAP audiences & participants Resident Artists Patrons Individual donors/supporters Friends schemes/memberships/societies

Vibrant arts scene, great experience and facilities in Wiltshire, involvement and participation

Online petitions / postcards

Sep 2010 onwards

Media Local/regional newspapers Local/regional magazines Local/regional radio and television Industry media National media

Internal WAP members


Appendix A – Stakeholder detail Funders and Politicians

Wiltshire Council – key influencers Chairman of the Council Vice-Chairman of the Council Leader of the Council (Chair of Cabinet) Cabinet Member for Leisure, Sport & Culture Cabinet Member for Children‟s Services Cabinet Member for Finance, Performance & Risk Portfolio Holder for Communities Portfolio Holder for Leisure Chief Executive Corporate Director, Community Services Service Director – Libraries, Heritage & Arts Acting Service Director - Libraries, Heritage & Arts Head of Arts Arts Development Officer Head of Communications

Cllr Brigadier Robert Hall (Con) Cllr Bill Moss (Con) Cllr Jane Scott (Con) Cllr Stuart Wheeler (Con) Cllr Fleur de Rhé-Philipe (Con) Cllr Lionel Grundy (Con) Cllr Chris Williams (Con) Cllr Jerry Kunkler (Con) Dr Keith Robinson Sue Redmond Pauline Palmer (on long-term leave) Tom Craig Peter Tyas (from April 2010 approx) Meril Morgan Saira Khan

Area Boards – Community Area Managers Amesbury Bradford on Avon Calne Chippenham Corsham Devizes Malmesbury Marlborough Melksham Pewsey Salisbury Southern Wiltshire South West Wiltshire Tidworth Trowbridge Warminster Westbury Wootton Bassett & Cricklade Also add in Chair & Vice Chair for each Area Board

Karen Linaker Elly Townsend Jane Vaughan Victoria Welsh Dave Roberts Jonathan Gale Miranda Gilmour Alison Sullivan Abbi Guttierrez Caroline Brailey Marianna Dodd Tom Bray Richard Munro Val Powley Rachel Efemey Katharine Dew Sally Hendry Karen Scott Names

Community Area Partnerships Need to add in Chair, Vice Chair and Project Officer for each Community Area Partnership

Wiltshire Assembly Chairman Others to add?

Rt Rev John Wraw

Town and Parish Councils Bradford on Avon Town Council Calne Town Council Corsham Town Council Devizes Town Council Keevil Parish Council Melksham Town Council Westbury Town Council

Names Names Names Names Names Names Names


Arts Council England South West Interim Regional Executive Director Regional Executive Director Head of Development Head of Communications Head of Performing Arts Officer, Literature Officer, Music Officer, Visual Arts Assistant Officer, Development (Arts & Health) Officer, Communications Area Executive Officer (Midlands and South West) Regional Arts Council member (Interim Chair) Regional Arts Council member Regional Arts Council member Regional Arts Council member Regional Arts Council member Regional Arts Council member Regional Arts Council member Regional Arts Council member Regional Arts Council member

Chris Humphrey (until March 2010) Phil Gibby (from March 2010) Simon Jutton Caroline Arbon Paul Goddard Kate Offord Moragh Brooksbank Andrew Proctor Denise Sparkes Gillian Taylor Laura Dyer Sir Chris Clarke Tim Brinkman Graham Carr-Jones Michele Farmer Carolyn Hassan Morven Hughes Mary La Trobe-Bateman Tony Lopez Cllr Marian McNeir

National & European Government MP for Devizes MP for North Wiltshire MP for Salisbury MP for Westbury MP for Swindon North MP for Swindon South MEPs for South West region Director of DCMS Secretary of State for Culture, Media & Sport Minister for Culture and Tourism Shadow Secretary for Culture, Media & Sport Shadow Arts Minister

Michael Ancram (Con) James Gray (Con) Robert Key (Con) – retires at next election Dr Andrew Murrison (Con) Michael Wills (Lab) Anne Snelgrove (Lab) Julie Girling (Con) Giles Chichester (Con) William (The Earl of) Dartmouth (UKIP) Trevor Colman (UKIP) Graham Watson (Lib Dem) Ashley Fox (Con) Mick Elliott Ben Bradshaw (Lab) Barbara Follett (Lab) Jeremy Hunt (Con) Ed Vaizey (Con)

Trusts & Foundations Esmee Fairbairn Foundation Joyce Fletcher Charitable Trust Medlock Charitable Trust Pixiella Trust Ray Harris Charitable Trust Other Trusts and Foundations who support other WAP members to be added

Via Wiltshire Music Centre Via Wiltshire Music Centre Via Wiltshire Music Centre Via Wiltshire Music Centre Via Wiltshire Music Centre


Colleagues and Networks

Wiltshire and Swindon Arts Alliance Swindon Borough Council representative W&SAA member (not part of WAP) W&SAA member (not part of WAP)

Helen Miah (Head of Culture) Ben Eccles (Sixth Sense) Marie McCluskey (Swindon Dance)

South West-based networks / organisations Hospital Trust Board Arts & Health South West Dorset Visual Arts Public Arts South West Visit Wiltshire

(Peter Ursem is a Trustee) (Peter Ursem is a Trustee) Maggie Bolt Alun Williams

National networks / organisations NCA NSEAD – National Society for Education in Art & Design – based in Corsham

High-profile Wiltshire-linked arts advocates Trustees of WAP members High-profile locally-based artists/celebrities

Names Peter Gabriel – lives in Box Jamie Cullum – grew up in Hullavington Ian Anderson – lives near Malmesbury More to be added

Local sponsors/businesses with interest in arts Salisbury Arts Centre Business Members Group Sarum Orchestra Corporate Patrons & sponsors Salisbury Playhouse Corporate Patrons & Associates Wiltshire Music Centre sponsors & business partners

38 local businesses c. 20 local businesses c. 15 local businesses


Wiltshire audiences and participants

Audiences & Participants of WAP members Arc Theatre, Trowbridge Artcare Big State Theatre Devizes Carnival Hoodwink Theatre Hullavington Arts Festival Marlborough Jazz Festival Pound Arts, Corsham Reach Inclusive Arts Salisbury & South Wiltshire Museum Salisbury Arts Centre Salisbury International Arts Festival Salisbury Libraries & Galleries Salisbury Playhouse Sarum Orchestra TheatreWorks Trowbridge Museum Wiltshire Dancing Wiltshire Music Centre Wiltshire Youth Arts Partnership

Numbers? Numbers? Numbers? Numbers? Numbers? Numbers? Numbers? Numbers? Numbers? Numbers? Numbers? Numbers? Numbers? Numbers? Numbers? Numbers? Numbers? Numbers? Numbers? Numbers?

Resident Artists etc Artcare artists database

Names

Patrons Salisbury Playhouse Patrons of other WAP members to be added

Alan Bennett Melvyn Bragg Joanna David Edward Fox Howard Goodall Prunella Scales Sting Trudie Styler Timothy West

Individual donors/supporters To be added

Names/numbers?

Friends schemes/memberships/societies Salisbury Arts Centre – Movers & Shakers Salisbury Playhouse – Friends scheme

Numbers? Numbers?


Media

Local / regional newspapers Wiltshire Times Salisbury Journal More newspapers to be added

Gary Lawrence (Editor) Craig Evry (News Editor) Alison Phillips (Features) Bill Browne (Editor) Lesley Bates (Features) Anne Morris (Features) Names

Local / regional magazines Blackmore Vale magazine Wessex Muse magazine (monthly) Evolver magazine (six times a year) Wiltshire magazine (three times a year) Wiltshire View (monthly) Wiltshire Society (monthly) More to be added

Fanny Charles (Editor) Gill Kaye (Editor) Simon Barber Saira Khan (Wiltshire Council) Heidi King (Editor) Sara Mills (Managing Editor) Morwenna Blake (Editorial Co-ordinator)

Local / regional radio and television BBC Wiltshire WCR Community Radio (Warminster) Spire FM BBC South Today

Industry media Arts Professional Arts Industry The Stage Classic FM Arts Daily podcast

Catharine Rose (Editor) Simon Tait & Patrick Kelly (Editors) Lalayn Baluch Bob Jones (Presenter)

National media To be added


Internal

WAP members Arc Theatre, Trowbridge Artcare Big State Theatre Devizes Carnival and International Street Festival Hoodwink Theatre Hullavington Arts Festival Marlborough Jazz Festival Pound Arts, Corsham Reach Inclusive Arts Salisbury & South Wiltshire Museum Salisbury Arts Centre Salisbury International Arts Festival Salisbury Libraries & Galleries Salisbury Playhouse Sarum Orchestra TheatreWorks Trowbridge Museum Wiltshire Dancing Wiltshire Music Centre Wiltshire Youth Arts Partnership

??? Peter Ursem Mark Bishop Dave Buxton Adam Gent & Stephanie Jalland Michael Graves Nicholas Fogg Ian Martin & Nicholas Keyworth Helen Whelehan Adrian Green Deryck Newland Maria Bota Peter Riley Michelle Carwardine-Palmer Sue Kent Dominic Somers Clare Lyall Angela Conlon Keith Nimmo Rachel Cappell

wap communications strategy 2010-2011 v2

Documents

wiltshire arts promoters

wiltshire council structure

communications strategies

communications activities

wilshire swindon arts

business plan

detailed action plan

right message