What communications capacity do you have – staff and time? Who will do the work? What budget do you have to do this work?

·         Mira: full time

·         Mary Ann: full time in the summer; part time during school year

·         Walter: full time

·         Deby: part time

·         There is a very, very limited budget. We received a grant for the original brochure.

 

Why are you launching communications efforts in the first place? What do you want?

·         To become more recognized in the community

·         To attract members, volunteers, donors, community partners, funding

·         Expand our capacity for education

 

Target/ Target Audience

Who can give you what you want? Can you directly influence this individual’s decision making? If not, who is your target audience? Who do you need on your side to get what you want?

·         Individuals- yes; N/A; active individuals in the community

·         Other organizations- yes; N/A; active individuals in orgs (LTC, ALL)

·         Universities- students & faculty members; UML Music, Art and American Studies programs, MCC Art program, WUML Radio, Sunrise and Thinking Out Loud

 

Research

What do you need to know about your target audience?

    â€¢    How do we attract more awareness about our events?

    â€¢    What types of events/programs/education will engage more people?

    â€¢    Where do these people most often get their information?

    â€¢    How can we identify potential collaborators?

 

Problem

·         Not enough people are aware of what we offer

 

Solution

·         Expand our outreach, focus our mission

 

Action

·         Enlist a diverse group of people to give input on how we can raise awareness of and engagement in our events - our volunteers

 

Who are the best messengers to reach your target audience?

·         Our members

 

 

What are newshooks for the issue?

·         We are a safe place for underage kids to see local music

·         We are focused on cutting edge technology in the arts

·         We give a voice to artists/performers who might not otherwise have a place to show their talents

 

Communications Channels and Outlets

How will you reach your target audience, e.g., news media, door-knocking, newsletters, email blasts, PSAs?

·         News Media

·         Blogs

·         Email blasts

·         Partnerships with other organizations

 

 

 

News Media

The remainder of the template assumes you’ve selected news media as one vehicle to reach your target audiences. The following are general ways in which to receive coverage. Check the ones that will reach your target audience:

 

 

Which section will press releases be directed towards?

·         Arts and entertainment

·         Op Ed (regarding art as community building)

·         Letter to the Editor (is the creative economy actually contributing to real artists?)

·         Radio talk shows (regarding upcoming events)

·         Television talk shows

 

  

Based on what you’ve checked above, rank the top 20 outlets you want coverage in and identify the reporter from each outlet whom you want to target:

 

• Weekly Dig
•  Lowell Sun 
• Cultural Organization of Lowell Eblast
• Arts League of Lowell Eblast
• Big Red & Shiny Blog
• Artscope 
•  Lowell Telecommunications Corporation 
•  National Alliance for Media Arts and Culture
• Hippopress 
• Boston Phoenix 
• Art New England 
•  The Boston Globe 
• The Boston Herald
• Lowellrocks.com
• Boss-improv listserv
• CTC Vista Listserv
• Facebook
• Myspace
• Art New England
• The Lowell Connector
• The Improper Bostonian
• WUML

  

STRATEGIC COMMUNICATIONS PLAN TEMPLATE

 What will you pitch to the above reporters (where applicable)?

·         Music/art events

·         Partnership opportunities

·         Educational events

 

 

 

 

What deliverables/collaterals/events do you need to communicate with reporters?

·         News releases

·         Fact sheets

·         Brochures

·         Bios of spokespeople