Your Councillors

Communications Plan -  Template – EXAMPLE ONLY

Background:

This would normally be a summary of the topic. Background issues to be aware of.

It may also contain previous areas for former campaigns.

 

SWOT Analysis:

Example of how a SWOT analysis may look for a campaign.

Strengths

  • Better value for some users
  • Promotes car sharing up to 5 people + 1 driver
  • Supports Integrated Transport Strategy
  • Eases congestion in Town
  • Consultation undertaken and user and potential users have responded

 

Weaknesses

  • More expensive for some users as fare has increased.
  • No season ticket

 

 

Opportunities

  • Increase number of users to service by 10% to fulfil target
  • Business Community will support
  • Extended operating hours  Monday – Friday - 7pm may attract new audience
  • Flat rate fee of £2.50 for up to 5 passengers + 1 driver  in the car – promotes car sharing
  • Eases congestion within the town

 

Threats

  • Adverse publicity

·         Limited time frame to change behaviour

  • Lack of budget to sufficiently promote the service TBC

 

 

 

 

 

Risk Appraisal:

This is to outline any risks to the Council or service in respect of the campaign service. It also identifies any measures put in place to negate identified risks.

 

Risk

Mitigation

XXX

XXX

 

Stakeholder Analysis:

Example of stakeholder mapping.

Stakeholders

                            Required Engagement

Residents

·         Clear communications through channels including Borough Insight, MBC website (specific page for P& R service videos, news stories, highlighting success), media channels, Arriva  methods of communication online (website, social media), on-site (London Road and Willington Street) signage, Advertising as agreed.

Councillors

·         Regular updates and briefings to members.

Media

·         Prepared press releases detailing changes to service

·         Statements as necessary from committee Chairman and Leader of Council

·         Prepared talking heads for interviews from  Leader of the Council, Council supporters

·         Invitation to launch event, openings and PR opportunities with Mayor and other key stakeholders

 

MBC and Shared Service Staff

·         Regular updates through Wakey Wakey, Intranet, social media, engagement days, staff forum presentation internal posters and flyers

 

Businesses

·         Direct mail, social media, One Maidstone, Business Terrace

Community Groups

·         Involve

Parish Clerks

·         General updates as required for notification in newsletter and communications

 

 

Objectives & Strategies:

Objective

Strategy

Measurement

1

Outline all key objectives

How are you going to achieve this 

Measurement of success

2

 

 

 

3

 

 

 

4

 

 

 

5

 

 

 

6

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Communications and Marketing Activity Action Timetable - Example

 

Media

Action

 

 

 

 

 

 

   Progress                                                       

Target

Responsible

 

 

Mar

Apr

May

Jun

Jul

Aug

 

 

 

 

MBC Website

Change Service pages

X

 

 

 

 

 

 

Completed

User/Residents

MBC Comms for updates

 

 

Press

Press Release – detailing development

X

 

 

 

 

 

 

Completed

Park users/Residents

MBC Comms

Intranet

New story – launch details, changes, its coming, why you should use it, it’s open, it’s great!

 

X

X

X

X

X

X

 

 

Staff and Members

MBC Comms

Internal News Letter

Internal MBC News Letter WW Article explaining s and ongoing news each month

X

X

X

X

 

 

 

 

Staff and Members

MBC Comms

Print

Information boards to be sited

Concept graphic and information

X

X

X

X

 

 

 

 

Residents and visitors/park users

MBC Comms and Print Provider

Print

Roller Banner in Link/Business Terrace/Involve hub

X

X

X

X

X

 

 

 

Resident

MBC Comms/Print Provider

Print

Graphics for Advertising

X

X

X

X

 

 

 

 

Residents

MBC Comms and Print Provider

Social Media

 

 

 

 

 

Facebook and Twitter

Updates through the project. Separate content plan

 

 

 

 

X

X

X

X

X

 

 

Residents /P& R  non- users target by interest, profession /Business

Press

MBC Comms/

Service area

MBC Website and Social Media

Frequently asked questions on MBC website and social media -  to be circulated as need

 

 

 

X

X

X

X

X

X

 

 

Residents

MBC Comms

Digital

Video

Users experience from start to finish.

 

 

 

 

 

 

 

 

 

 

 

Resident

Third party provider

Digital

Video – internal ‘how to campaign’

 

 

 

X

X

 

 

 

Resident

MBC Comms

Radio

Heart  Radio Campaign 20/30s advert

 

 

X

X

X

 

 

 

Resident

Third party provider

Face-to-face

Engagement days - roadshows

 

 

 

 

 

 

 

 

Resident, visitor,

MBC Comms, Service

TV

KMTV - interview

 

 

 

X

 

 

 

 

Resident, Councillors, Business

MBC Comms

Direct Email

Newsletter

X

 

 

 

 

 

 

 

Resident

MBC Comms

 

 

 

 

 

 

 

 

 

 

 

 

Advertising – Costs

 

Cost Code: XXX

 

Medium

 

 

Details

Length of Advertising

£ Cost per unit

Total

Approval for £XX budget

Actual

Progress Comms

Booked

Date

Video

1x 2 minute video user experience

Reusable resource

£XX

£XX

£XX

£XX

Have approached provider Video, Digital Visual display and Partner Visual Display.

Booked April 2018 Approved spend by service

Third week in May

Radio (Heart)

10s 20s and 30s second  radio advert

Campaign length

TBC

 

 

 

 

 

 

Radio (KM)

Radio Package

7 days/10 days

£XX

 

£XX

 

10 days of Radio adverts

 

 

Billboard

Wat Tyler Way

2 weeks

£XX

 

£XX

£XX

Sites are being looked at along Wat Tyler Way and potential London Road

 

18 June  for 2 weeks

Bus

Bus stops

2 weeks

£XX

 

 

 

 

 

 

Bus stops in town are being looked at.

 

 

Mall Screen

Large Electronic Screen

2 weeks

£XX

 

£XX

£XX

July 2018

 

 

 

Booked with Emily 21 June 2018

 

KM Advert

¼ page print advert

1 week

£XX

 

 

 

 

 

 

KM Advert

½ page

1 week

£XX

 

 

 

 

 

 

 

 

Social Media

Internal Campaigns (comms lead)

24 weeks

£XX

Reduce to £XX

Budget can be reduced to and is only payable per click. This is roughly £XX for 6 months

£XX

£XX

Reduce budget to £XX and start May

 

 

Social Media KM

 

 

 

Across online

4 weeks

£XX

 

 

 

**If we can reduce budget we will pick this up to increase engagement.

 

 

 

Borough Insight

1 x July edition full page advert

1 x November

Too

 

 

 

 

 

July  - November

£XX

 

 

 

 

 

 

 

 

 

 

 

 

.

 

£0

 

Booked with Comms

 

Find it 365

KM media package

 

 

 

Links to social media, Google AdWords, targeted approach.

Monthly

£XX per month (minimum 12 months contract)

 

 

 

 

 

£XX

 

 

 

 

 

 

Design and print of flyers, posters and pop-ups

 

 

Through campaign

 

£XX

 

 

 

 

 

Leaflets 5K

 

 

 

£XX

 

 

 

 

 

Bus rears

 

 

 

£XX

£XX

£XX

Mid May until mid-June

Booked

 

External Posters throughout town

 

 

 

£XX

£XX

£XX

Mid May until mid-June

 

 

Booked

 

Business cards

 

Throughout campaign

 

£XX

£XX

£XX

Available from May

 

 

 

 

 

 

TOTAL

£XX

£XX

 

 

 

 

 

 

 

 

 

 

Messages:

What is the overarching message/s of the campaign?

Key Messages

Bullet points of all key messages – clear and concise.

Supporting information

Other points for the Communications team to be aware of. Ref documents, reports etc.

Draft article for press

Draft article for website

Press Release

 

FAQs

Question

Answer

Comments

Approved by?

 

 

 

 

 

 

 

 

 

Additional copy:

Social media content: