Communications Strategy Framework
From Common Energy UVic
The Communications Strategy Framework provides a template for the CommunicationTeam when planning to promote events. This framework was created to help build on the Communication Strategy: October Conference
The basic element of any communications strategy is to share with the public what your product can offer them. A communications strategy is basically a comprehensive marketing plan. The following marketing strategies are designed to provide Common Energy with a communications strategy for promoting events.
[edit] Major Objectives of a CE Communications Strategy
- To recruit volunteers for Common Energy.
- To educate the general public and/or the campus community about Common Energy and the specific event.
- To create awareness within the institution and the community.
- To promote CE as a valuable commodity to the region.
- To increase attendance for the event.
[edit] Elements of a Successful Communications Strategy
[edit] Situational Analysis
Identify key issues, opportunities, key stakeholders, and any important trends.
[edit] Competitive Analysis
Identify any other competitive event that will also be of interest to the target market.
[edit] Goals
Identify attendance level, and engagement level, and revenue goals.
[edit] Identification of Target Market
Identify groups of individuals to whom the event could be successfully promoted. Also identify the key persons who could aid in the implementation and planning for the Beyond Climate Neutral Plan.
Common target markets may include:
- Corporations and Businesses
- University Administration
- Faculty and Staff
- On-campus Research Teams
- Student Services
- Reps from other Universities or Colleges
- Municipal Leaders
- Regional Planning groups
- Students from topic-related Faculties/Departments
- Potential Sponsors
[edit] Strategies to Reach Goals
Identify strategies for reaching goals and budgets for implementing those strategies.
These strategies should include the development of:
- A media relations plan
- An advertising campaign plan
- An internal marketing plan
- A promotions plan
- A campus and community communications plan
[edit] Identification of Potential Marketing Partners
Identify those individuals/groups who may have an interest in becoming involved or included in the marketing of the CE event.
These individuals may include:
- Local convention and visitors bureau
- Leaders in the local green community
- Corporate partners
- Local Businesses
- Licensees
- Local media
- UVic Communications
- Local area chambers of commerce
- Other related events
[edit] Creation of a Marketing Team
Identify those individuals who can represent those groups that have an active role in marketing the event.
These roles may include:
- Member(s) from Business and the Economy to approach local businesses.
- Member(s) from the Communications Team to coordinate the implementation of the Communication Strategy.
- Member(s) from Civic Engagement and Governance to create a community-based promotions plan.
- Member(s) from Coordination to approach and coordinate with local media.
- Member(s) from the Communications Team to touch base with key stakeholders on-campus.
- Member(s) from the relative teams or working groups to touch base with local leaders in the green community.
- Member(s) of the Organizational Development Team to assign a budget for the communications strategy.
(Define each role with a job title!)
[edit] Tactical Timeline
Set a timeline for producing and executing each activity listed in the Communications Strategy. Assign tasks to individuals.
[edit] Ideas for Internal Promotion
- Image enhancement tactics. Communicate the fact that the success of the event is a reflection on the society's efforts and the community.
- Communication amongst members. Make sure every member is informed about the promotional initiative through meetings, emails, newsletters, posters,ect.
- Using the Wiki. Include logo, contacts, times of event, ect.
[edit] Ideas for External Promotion
- Contact the local convection and visitors bureau or Chamber of Commerce to use their resources.
- Public Appearances (internal- by CE members promoting the event at a lecture series for example).
- Public Appearances (external- by high profile leaders in fighting climate change).
- Special Ticket Booth/Displays.
- Supportive Local Businesses
- Involve students in promotional events
- Posters, notices, marketing on-campus (Academic, Administrative and Residence Buildings)
- Through the University's sponsors ( Credit Union for example)
[edit] Ideas for Cross Promotion with other Events
- Ideas to market within a Common Energy Event
- Use programs with section including articles and/or advertisements
- Have sponsors announced
- Gifts to attendees with coupons/promotional material from sponsors
- CE T-shirts with sponsors on back
- Ideas to market the Common Energy Event within another Event
- Make an announcement at related events (example green drinks)
- Advertise on supportive groups' websites.
- Send CE reps to related events prior to the Common Energy event to network and spread word of mouth.
- Special Booth/Display at related events
- Organize a promotional event.
- Hang Banners to promote Common Energy's event at other events
[edit] Group Promotions
Promote group attendance to the following groups:
- Principal, teachers and staff from local schools.
- UVic Administration
- UBC Administration
- Municipal Leaders from the region
- Faculty from specific departments
- Facilities Management
- Community Groups
- Green Developers
- Research Teams
[edit] Group Promotional Ideas
- Posters
- Personal Appearances
- Follow-up with personal letters
- Give a talk/speech
- Provide transportation
- Advertise within their workplace
- Find Common Ground (meet in person if possible)- what can attending this event do for them? How will they contribute?
- Get someone they personally know to invite them
- Discounted tickets (is applicable)
[edit] Involving Students in Promotional Programs
- Provide opportunity to gain practical experience. SOlicit the involvement of undergraduate and graduate students in majors such as project management, marketing, journalism, public relations, environmental studies ect.
- Use campus organizations and /or clubs.
- Earning school credit. If enough work is involved, arrange for students to earn credit in exchange for their participation.
- Allow students to meet key members in the region.
[edit] Ideas for Creating Awareness
- Ask local newspaper/media to do features on key members involved in Common Energy.
- Media appearances
- Radio Talk shows
- Advertise:
- Website
- Talk Radio
- Uvic Communications
- Outdoor advertisements
- TV and newspaper
- Local Cable
- Street pole banners
- Student media
- CVBs
- Group promotions
- Political and Corperate leaders
- Targeted Mailings
- marketing Tactic- promote the event as a community event
- Cross promote with another event
[edit] Ideas for Selling Tickets (if applicable)
- Convenience
- Advertising Campaign
- Brochures
- Campus communities
- Special ticket booth/display
- Promote through residence
- Targeted mailings
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