Communicating Your Message: Engaging the Media & Building Strategy Canadian Fair Trade Network January 11, 2014 Karin Basaraba, ABC

Agenda Session overview Introductions Purpose of a communications plan Elements of an communication plan Developing your communication plan

What is communications? The imparting or exchanging of information by speaking, writing, or using some other medium. – Oxford Dictionary Communication is strategic when it is completely consistent with a corporations mission, vision, values and is able to enhance the strategic positioning and competitiveness of the organization. – Financial Times Lexicon

What is a communications plan?

1. Business Need & Opportunity 2. Audience Analysis 3. Goals & Objectives 4. Solution Overview 5. Measurement & Evaluation 1.Business Need & Opportunity 2.Audience Analysis 3.Goals & Objectives 4.Solution Overview 5.Measurement & Evaluation Elements of a communications plan

1. Business Need & Opportunity Sets the stage for the rest of the plan Background of your organization: – who you are – what you do – when you began – where you operate – why you exist (your purpose)

1. Business Need & Opportunity cont. Explain the business and communications environment and specific challenges Use research to back up the business need and the direction of the communications plan Align the communications opportunity and the business need by explaining how the project will help the organization Most important: what is the business problem that you are trying to solve, and what will happen if you dont do this communications project?

Business Need & Opportunity: EXAMPLE Mothers Against Drunk Driving (MADD Canada) is a charitable, grassroots organization that is committed to stopping impaired driving and supporting the victims/survivors of this violent crime. Each and every year, thousands of Canadians are killed or injured in impaired driving crashes. Driving under the influence of alcohol or other drugs is a terrible crime that touches all our lives. It is an irresponsible, dangerous and intolerable act. MADD Canada strives to offer support services to victims/survivors and their families and friends, heighten awareness about the dangers of alcohol and/or drug-impaired driving, and to save lives and prevent injuries on our roads. The holiday season is fast approachinga busy time of year for MADD. While instances of drunk driving are down across the country, stats show that people still tend to drink and drive after holiday parties. MADD needs to continue to educate the public and change perception around drunk driving, so that people will make safer choices this holiday season after drinking.

2. Audience Analysis Who are you trying to reach? Things to consider: – Age – Gender – Communications preferences – Attitudes – Education – Language spoken – Demographics (how much money do they make, where do they live, how do they like to buy things) Ideally backed by research

2. Audience Analysis cont. Break your audiences into segments – Males who are years old – Young mothers – Male farmers Avoid the general public Try not to list more than three How do these groups relate to your business goal?

Audience Analysis: EXAMPLE Statistics show that men between the ages of 45 and 65 are most likely to choose to drive drunk after a holiday party. These are men who grew up during a time where driving drunk was socially acceptable, and there were little legal consequences for doing so. The Toronto chapter of MADD wanted to target white collar men who were coming home from office holiday parties. They knew that these men were well educated, and usually made more than $100,000 per year. They tended to live a more suburban lifestyle and relied heavily on their cars to get to and from work. They seldom took cabs. MADD also wanted to focus on a secondary audience: their wives. MADD knew that if they could also have their message reach those who were likely to be with them at these parties, they would have a better success rate. These women were around the same age, and typically equally as educated.

3. Goals & Objectives Why set goals and objectives? What is a goal? – Long-term aim that you want to accomplish – Big picture aims, general intentions For example: All products sold in our stores are Fair Trade. Goals cant be measured.

3. Goals & Objectives cont. What is an objective? Should be S.M.A.R.T: – S pecific – M easurable – A chievable – R elevant – T ime-bound

3. Goals & Objectives cont. Difference between outputs & outcomes Outputs measure strictly volume: – The news media will carry 100 stories. – The publication will be downloaded 1,000 times per year. – The number of website hits will increase by 10%. Good to track, but not a great measure of whether the message was received.

3. Goals & Objectives cont. Outcomes are a much stronger way to measure success. They measure a change in behaviour or attitude. – Audience awareness of the product will increase from 10% to 50%. – 65% of employees will follow the safety protocol. – Product sales will increase by 10% by the end of the year.

Goals & Objectives: EXAMPLE GOAL: To eliminate drunk driving in Canada this holiday season. OBJECTIVES: – Increase the number of unique visitors to our website from November to January by 100% from 2,000 to 4,000. – Ensure that 80% of our key messages appear in 100% of the media coverage we receive. – Decrease the number of DUIs the Toronto Police hand out between November and January from 500 to 200.

4. Solution Overview How you will achieve your goals and objectives? Three main elements of the solution: 1.Tactical work plan 2.Key Messages 3.Budget

4. Solution Overview – Tactics Tactics describe: – what youre going to do – who is going to do it – when youre going to do it Remember to keep the audience in mind when creating tactics

Types of Tactics Media relations Websites Direct mail/ Social media Collateral material (fact sheets, Q&As, presentations, etc.) Community meetings Advertising (print/radio/online/TV/direct) Posters Events In-person meetings

Solution Overview: TACTICAL WORK PLAN EXAMPLE TaskWhoDue ByNotesComplete? Write work planKateOctober 1 Yes Write key messagesJimOctober 15In progress No Update websiteJimOctober 31Get help from Sandy Smith No Create packages and distribute for offices JimOctober 31Get help from Sandy Smith No Send out news releasesKateNovember 1, December 1, 15 & 31 Get assistance from MADD Canada No Hold info booths in mallsKate & Volunteer s Saturdays & Sundays Need to book with malls No

4. Solution Overview – Key Messages The main points that you want your audience to understand Simple, clear, and to the point Three to five Keep your audience in mind when writing them Avoid jargon

Solution Overview: KEY MESSAGES EXAMPLE 1.Just because your dad did it, it doesnt mean its okay. 2.Drinking and driving can affect your professional life, too. 3.Keep you and your family safe by planning ahead before going out.

4. Solution Overview – Budget Develop your budget at the same time as your tactics Need to ensure you have enough money to roll out the plan before you start Dont always need a big budget to be effective If using outside help, try to get a few quotes Double check by going through your tactical work plan

Solution Overview: BUDGET EXAMPLE ItemBudgetActual Office package development & design $2,400 Brochure production$1,000 Website update$800 Mall booth fees$1,000 Refreshments for volunteers$200 Total $5,400

Implementation!

5. Measurement & Evaluation Track the objectives that you have set Can also use more informal ways Some measurement tools include: – Tracking website visitors – Clicks on links – Surveying those involved – Customer satisfaction – Return business

THANK YOU! Karin Basaraba, ABC k-bas-communications.com