MARKETING AND COMMUNICATION PLAN What is the best When will we How will we know What groups do What do they way to find and communicate if they have we need to serve need to hear from communicate with them? How heard our most? us? with them? often? message? Try to divide your What need do they Where are they? Will you reach out If this works, how audience into have? What Do they to them daily? will you know they groups service problem can you communicate Hold networking have heard you? – users, community solve for them? online? In events once a What will success leaders, funders, person? Are there month? Hold a look like? etc. There may be In the case of networking groups, supporter’s several groups but community events, or trainings luncheon? Send they will need you leaders, etc., what that you can out a quarterly to communicate do they need to participate in to newsletter? slightly different hear about us? give an opportunity messages to them. to communicate with them? Objectives and Priorities This Year Guidance: Now that you have some clarity about the big picture of your organization and its message to the time to break your activities down into achievable world, it’s steps. In this section, develop 3-5 objectives or priorities that you can focus on THIS YEAR to help take you a few steps closer to the vision. Keep them somewhat high level and try to make these SMART: S Specific – M Measurable – A Achievable – R Realistic – T Timebound – For example, a SMART objective might be: To develop two or three packages of services and materials to support single mothers in attaining well-paid work, and launch these online by August 2012.
MARKETING AND COMMUNICATION PLAN What groups do we need to serve most? What do they need to hear from us? What is the best way to find and communicate with them? When will we communicate with them? How often? How will we know if they have heard our message? Try to divide your audience into groups – service users, community leaders, funders, etc. There may be several groups but they will need you to communicate slightly different messages to them. What need do they have? What problem can you solve for them? In the case of community leaders, etc., what do they need to hear about us? Where are they? Do they communicate online? In person? Are there networking groups, events, or trainings that you can participate in to give an opportunity to communicate with them? Will you reach out to them daily? Hold networking events once a month? Hold a supporter’s luncheon? Send out a quarterly newsletter? If this works, how will you know they have heard you? What will success look like? Objectives and Priorities This Year Guidance: Now that you have some clarity about the big picture of your organization and its message to the world, it’s time to break your activities down into achievable steps. In this section, develop 3-5 objectives or priorities that you can focus on THIS YEAR to help take you a few steps closer to the vision. Keep them somewhat high level and try to make these SMART: S – Specific M – Measurable A – Achievable R – Realistic T – Timebound For example, a SMART objective might be: To develop two or three packages of services and materials to support single mothers in attaining well-paid work, and launch these online by August 2012.