Carrying the Banner: Event Communications
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Transcript of Carrying the Banner: Event Communications
Carrying the Banner: Event Communications
• Why a framework• What to consider• Tackling the plan
– How to start– What to include
SESSION OUTCOMES
• Strategic– Staffing, budgeting, scheduling– Part of the management function
• Chaos management• Consistency in message and brand/theme
WHY A FRAMEWORK
“We need a ________.”
Our role:• Seat at the management table• Discussions early and often• Regular review and revision• Be the strategist
Dedicated planning session• Calendar• Representation from key staff• Answer to this question: “What are we trying to achieve?”
IN THE BEGINNING
SETTING THE STAGE
ROPE (Research, Objectives, Plan, Evaluation)RACE (Research, Action Plan, Communications Tactics, Evaluation)SWOT (Strengths, Weaknesses, Opportunities, Threats)
Research • Internal• External
• Audience identification
It isn’t about what we want, it’s about what impacts and moves our audiences.
RESEARCH
Understanding of internal elements:• Organization history• Campaign history• Resources• Staff• CultureUnderstanding of external elements:• Community climate• Constituency climate and culture• Competition
RESEARCH
• Alumni• Friends/Members—individuals/corporate/foundation• Faculty/staff/employees• Students and families• Volunteers• Media• Community and peer institutions
Our role: Identify audiences’ roles in the campaign and why it matters to them.
AUDIENCES
QUESTIONS?
• Goal(s)• Objective(s)• Audiences• Strategies• Tactics• Evaluative measures• Budget• Timeline
STRATEGIC PLAN
What am I trying to do?
Example:To create excitement and understandingabout the impact of private support at [my campus].
GOAL(S)
How do I know I’ve succeeded?
Measurable!Examples:• Post-event solicitation where donors increase
their giving by 20 percent• Establish the launch as a historic moment in [my
campus’] history
OBJECTIVES
Who cares and why?
AUDIENCES
What types of things am I going to do to reach my objectives?
Concepts and ideas.Example: Involve students in welcoming donors
and telling our story.
STRATEGIES
What steps to I need to take to fulfill my ideas?
Details, very specificExamples: Enlist students to create a “welcome
tunnel” leading from the parking lot to the venue.Hand-deliver a thank you note to donors at the
end of the event.
TACTICS
What factors am I looking at to measure my success?
Measurable as key performance indicators, benchmarks, totals, project completed or timeline achieved. (hint: draw from objectives)
EVALUATION
What are all the costs associated with the project?
Include printing, contract labor, campus costs, security, etc.
BUDGET
• Project initiation (can include research)• Project implementation• Frequency• Can also include evaluation, assigned staff, key
dates for follow up
TIMELINE
FINAL THOUGHTS ON PLAN DEVELOPMENT
• Multiple versions• Annual plan• Strategic plan• Summary of plan• Regular review of plan• Make your plan friendly• Share widely
QUESTIONS?
Samples of Plans
Managing the Workflow
PROJECT MANAGEMENT SOFTWARE Bubble: http://projectbubble.com/ Trello: https://trello.com/ Intervals: http://www.myintervals.com/
Asana: https://asana.com/ 5pmweb: http://www.5pmweb.com/ Basecamp: https://basecamp.com/ Wrike: https://www.wrike.com/
ASANA