Strategic Communications Planning for Your Pool

Transcription

1 Strategic Communications Planning for Your Pool 10/20/15 Strategic Communications Planning for Your Pool

2 Strategic Communications Planning for Your Pool Presented by: Hollie S. Cammarasana, MPA, APR Director of Communications VML Insurance Programs Jeff Cole, CPCU Director of Member Services VML Insurance Programs

3 Objectives! Learn steps for establishing a strategic communications plan! Align communications plan with strategic initiatives of the organization! Clearly defined messages shared by all stakeholders! Tools and resources to keep stakeholders informed/engaged

4 Your Communications Plan

5 RPIE! Research " Who do we want to reach? " What do we want them to do? " What messages do we want to communicate?! Planning " GOST: Goals, Objectives, Strategies, Tactics! Implementation " Execution of the plan! Evaluation " Measure effectiveness and outcomes of plan

6 Research

7 Research Goals! Situation analysis! Who do we want to reach?! What do we want them to do?! What messages do we want to communicate that will... " Encourage desired behavior " Increase knowledge " Change attitudes! What are the current behaviors/knowledge/attitudes? " Establish a baseline to measure against (analyze existing data, develop surveys)! Look at existing strategic plan for guidance...

8 Research: VMLIP s Vision! A pool that is a leader! A pool that is strategic and adaptable! A pool with increased value as perceived by members! A pool that is competitive! A culture of strong marketing and communications! A pool that is financially healthy! A pool that is tech savvy

9 Research: VMLIP s Strategic Goals! Financial Strength! Technology! Marketing and Communications! Products and Services! Staffing! Leadership

10 Research: VMLIP s Strategic Goals! Marketing and Communications " Decision makers/influencers are aware of and buy into the pool s value proposition. " Designated member representatives are aware of the depth and breadth of the pool s risk management resources. " VMLIP is visible in member communities and attends various local government conferences and meetings.! Products and Services " Ensure that the pool s products and services are simple to access, use and understand. " Increase member use of current products and service offerings.

11 Research Methods! Data Tracking! Surveys Online, Mail, Telephone! Focus Groups! In-depth interviews with key members/ stakeholders! Communications audit! Literature review

12 Planning

13 Planning: Target Audiences! Define your target audiences from research and the strategic plan. " Who needs to know or understand? Who needs to be involved? Whose advice/support do you need? # Decision makers # Safety contacts (general, law enforcement, school, WTRMTR, etc.) # HR contacts # WC contacts # P&L contacts # Communications contacts # Underwriting contacts # Finance contacts # All membership (general mailings) # Segmented members (by type) # Media and general public

14 Planning: GOST Goals Objectives Strategies Tactics

15 Planning: Goals! Overall Goal: To support the VML Insurance Programs strategic plan and goals, as well as the marketing goals of the member services team. " Goal: Increase member use of current products and service offerings. " Goal: Position the pool with one perceived to have increased value by members.

16 Planning: Objectives! Should be: " Specific " Measurable " Attainable " Results (Outcome Oriented) " Time-Specific! Awareness: Attention, comprehension, retention! Acceptance: Interest, attitude! Action: Opinion, behavior

17 Planning: Objectives! Objective: " Audience - Objective for " Category - To have an effect on: # Awareness # Acceptance # Action " Direction: Specifically to: # Create, Generate # Increase, Maximize # Maintain, Reinforce # Decrease, Minimize " Performance Measure " Time Period

18 Planning: Objectives! Awareness: " To have an effect on the awareness of VMLIP members to increase their awareness of the advantages of utilizing the VMLIP Online University for online learning by 60 percent within three months.! Acceptance: " To have an effect on the acceptance of VMLIP members to increase their positive attitudes toward utilizing the VMLIP Online University for online learning by 30 percent within six months.! Action: " To have an effect on the action of VMLIP members to obtain an increase in usage of the VMLIP Online University for online learning by 10 percent within a year.

19 Planning: Strategies! Broad statement describing how an objective is achieved. May have several tactics. " Enlist board members to share share information with peers... " Utilize media relations " Utilize employee/board member engagement... " Engage opinion leaders... " Celebrate success among members... " Position the organization as... " Educate members... " Encourage loyalty...

20 Planning: Strategies - Messaging! Messaging: " Salience Degree the information is useful to the audience " Predisposition What are the needs, concerns, attitudes of audience so you can find a mutual orientation " Media Framing Impact on audience, proximity, timeliness, conflict " 7 C s of Communication: # Clarity Easily understood (Fog Index) # Credibility Of organization/speaker # Content Message must have meaning, relevance # Context Be in line with the environment # Continuity Message must be repeated & compressed # Capability Of the audience to comprehend the message # Channels Pick the channels your receivers use

21 Planning: Tactics/Activities! Specific actions that will be taken to implement the plan: " News releases " Events " Blog articles " Social media posts " Targeted communications " Personal communications " Advertisements! Have numbers and dates attached

22 GOST: Example! Goal: Increase member use of current products and service offerings. " Action Objective: To increase usage of the VML Insurance Programs Online University among members by 20 percent over fiscal year by the end of fiscal year " Strategies: To promote timely courses to targeted member staff through e-blasts and other communications throughout the year. # Tactics: To send one e-blast per month featuring a timely course to targeted members. # Tactics: To update the rotators/touts on the website each month with a promotion of a timely course. # Tactics: To launch a contest for new VMLIP Online University students to increase participation during a specified time period twice per year.

23 GOST: Example 2! Goal: A pool with increased value as perceived by members. " Action objectives: To increase the usage of resources such as the VMLIP Online University, EPL Assist, Agility Recovery, and eriskhub by 20 percent over by the end of " Strategies: Engage risk managers and other key staff in learning about these resources and incentivize their usage. # Tactic: Highlight each of these resources through two blog articles for each shared on Facebook, Twitter and our home page throughout the year. # Tactic: Feature members utilizing these services on four or more blog posts throughout the year, shared on Facebook, Twitter, website. These blogs should be shared as press releases to the member s local paper and in Town and City monthly ads. # Tactic: Highlight key resources each month via rotators, blogs, social media posts, and more.

24 Planning! Timetables and Task List " Actual messages to be sent... " Through which channels... " When... " To who? " To how many? " Monitoring tools! Materials " What do you need to implement/ execute the tactics?! Budget " Staff time " Out of pocket costs " Volunteer energy " Materials

25 Implementation

26 Evaluation

27 Evaluation! Measure outcomes, not outputs! Measure effectiveness against objectives " Number of clicks on social media " Number of hits on webpage " Number enrolled in a course " Number taking advantage of a resource " Number who respond to an evaluation survey with changed attitudes/opinions/awareness! Adjust the plan as you go

28 VMLIP Examples

29 In Practice: VMLIP Online University! Action Objective: To increase usage of the VML Insurance Programs Online University among members by 20 percent over fiscal year by " Strategies: To promote timely courses to targeted member staff through e-blasts and other communications throughout the year. # Tactics: To send one e-blast per month featuring a timely course to targeted members. # Tactics: To update the rotators/touts on the website each month with a promotion of a timely course. # Tactics: To launch a contest for new VMLIP Online University students to increase participation during a specified time period twice per year.

30 In Practice: VMLIP Online University

31 In Practice: eriskhub! Action objectives: To increase the usage of resources such as the VMLIP Online University, EPL Assist, Agility Recovery, and eriskhub by 20 percent over " Strategies: Engage risk managers and other key staff in learning about these resources and incentivize their usage. # Tactic: Highlight each of these resources through two blog articles for each shared on Facebook, Twitter and our home page throughout the year. # Tactic: Feature members utilizing these services on four or more blog posts throughout the year, shared on Facebook, Twitter, website. These blogs should be shared as press releases to the member s local paper and in Town and City monthly ads. # Tactic: Highlight key resources each month via rotators, blogs, social media posts, and more.

32 In Practice: eriskhub

33 In Practice: Content Calendar Visualize activities for the month/ year/week Plan content around key observances Meet deadlines, prepare content on time Consistent content

34 In Practice: Content Calendar Facebook posts Targeted e- blasts: Online U, Great ShakeOut Blogs: One per week Updates to website touts, rotators, 5 Things You Need to Know

35 In Practice: Content Calendar

36 In Practice: Content Calendar

37 In Practice: Content Calendar

38 In Practice: Content Calendar

39 In Practice: Content Calendar

40 In Practice: Resource Promotions! EPL Assist " Four blogs " Two videos " Eight Facebook posts " Four e-blasts " Website tout " Website rotator " Social Media " 5 Things You Need to Know! Track: " Hits to the web page (Google Analytics) " Clicks in e-blasts, social media posts (HootSuite) " Increased usage of EPL Assist " Increased awareness of EPL Assist in year-end survey

41 In Practice: Core Messaging

42 In Practice: Core Messaging! Tie all communications to core messaging " Partnership + supporting messages " Performance + supporting messages " Service + supporting messages! AGRiP/NLC-RISC PR Toolkit: "

43 In Practice: Core Messaging! Share with staff, board members, stakeholders, etc.! Distributed via: " Fact Sheets and backgrounders " Wallet cards for staff/board members " Boiler plate on press releases " About Us page on website " Social media organization description " Brochures and collateral materials " Speeches and talking points " One-on-one meetings with elected officials! Delivered frequently and consistently! Constantly reviewed and updated

44 In Practice: Messaging Chart Audience - Elected Officials - Board members - Risk Managers - HR Managers - LE contacts - WC contacts - P&L contacts - Underwriting contacts - Library contacts - Parks/Rec contacts - Portal users - Public Works - Transportation Communications Channels/Tactics - Press releases - Op/Ed s - Advertising - Blog posts - Social media - E-blasts - Newsletters - In-person - Website touts - Website rotators - Printed fliers - YouTube video Message - Partnership - Performance - Service - Resources we have - Services we offer - Risk management best practices - Observances coming up - Training assistance

45 Plan and Plan Again