Connecting up: build a communication strategy that achieves real business outcomes-slides
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The document outlines a comprehensive communications plan tailored for nonprofits, emphasizing the importance of a strategic approach to messaging. It highlights how technology and social media can enhance outreach and discusses essential components like audience definition, messaging development, and evaluation. Additionally, it underscores the need for continuous measurement to drive improvement and communication efficacy.
Connecting up: build a communication strategy that achieves real business outcomes-slides
- 1. Achieve real business outcomes Lee Hopkins 30th Oct 2012
- 2. Communications plan: LeeHopkins.com/commsplan
- 3. Communication Why your nonprofit matters Social media/technology How technology & social media can make a difference
- 4. What is a communication strategy? What is a communication plan?
- 5. Your communication landscape
- 6. “The Communications Plan puts it all together in one place and pulls out a bulleted list of things to work on. We kind of know all of this about how to communicate, but we often forget in the moment about what we’re doing and why. It’s good to have it in black and white.” Alaric Bien, Executive Director, Chinese Information and Service Centre
- 7. Competition Knowledge base Perceptions What’s working Challenges Image: costi - http://www.constantin.me.uk/
- 8. CORE FLEXIBLE Positioning Audiences Tagline Benefits and attributes Elevator speech Features
- 9. CORE FLEXIBLE Positioning Audiences Tagline Benefits and attributes Elevator speech Features
- 11. What is an ‘audience’ How do I define my audience(s)? Why do this before messages and tactics?
- 12. Develop Test and refine Talking points
- 13. Develop “Your messages deliver important information about the issue and Test and refine compel the targeted audience to think, feel or act.” Talking points Elements of a Strategic Communications Plan, Kellog Foundation
- 14. Channels and tactics Making effective use of technology Evaluation
- 15. Left unmeasured, it won’t grow Katie Paine: Objectives Audience Priorities Benchmark Measurement tool
- 17. Business communication: FIR: ForImmediateRelease.biz Shel Holtz: holtz.com The Next Web: TheNextWeb.com Jeremiah Owyang: web-strategist.com
- 18. LeeHopkins.com (comms articles) LeeHopkins.net (blog) au.linkedin.com/in/leehopkins @LeeHopkins