PROJECT CONNECT

CREATING A SMART NEWS HUBCommunications review, Corrimal Region Uniting ChurchNovember 2016

PROJECT CONNECT

Simple, strategic, sustainableCorrimal Region Uniting Church engaged Flame Tree Media to review the effectiveness of communication practices and to develop a plan fit for the times.

This is the result – a simple, strategic and sustainable way for the Church to fulfill its mission of “connecting with God and community”.

EXECUTIVE SUMMARY (1)

Creating a Smart News HubThis communications strategy provides the framework for maximising engagement within the life of the Church and with the wider community.

We suggest the Church adopt the practices of a modern newsroom – exercising strategic control over messaging and across communication channels.

Like a newsroom, the Church produces its own content. Guided by the strategy, it can package that content in a more deliberate fashion with the right media and via the appropriate means.

EXECUTIVE SUMMARY (2)

Creating a Smart News HubWhether large or small, commercial or non-profit – any organisation can engage in new and exciting ways with their defined audiences through our smart newsroom approach.

Two components are critical. One is Smart Thinking – the five steps that establish the foundation of success. These steps include forming a content ecosystem - the agreed channels of communication.

The other five steps are the Smart Delivery. Here, a key aspect is the content calendar – a monthly guide for scheduling content across channels.

SMARTer COMMUNICATIONS

About Flame TreeFlame Tree Media sets up public relations functions for organisations to create, curate and distribute content for maximum impact. We take a unique SMART Newsroom approach.

Founding director Stuart Howie has designed strategy for big media in Australia and New Zealand. Stuart is a former editorial director of Fairfax Regional Media and ex-editor of the Illawarra Mercury.

“I’m passionate about inspiring teams to be the best they can be,” Stuart says. “Our philosophy centres on creating solutions for clients that are simple, strategic and sustainable.”

PROJECT CONNECT

Our methodologyFlame Tree Media created this strategy alongside a Church working party. The discovery process began in April 2016. “Connect” customised typical project processes for the Church’s circumstances. Here’s an outline of our methodology applied over about six months:

Survey of congregation

Church group comms audit

Reference to advisory group

Regular project meetings

Full project process (PMBOK)

Social media audit 85-point communications health check

Subject matter expertise sought

Resource analysis

COMMUNICATIONS LANDSCAPE

5 forces of changePublic relations, content marketing; however you’d like to describe it, communications has remarkably changed.

Today, several factors are driving the connection between those with something to say and their intended audiences.

In the Smart News Hub, we frame our content strategy around these forces.

1. Social mediaTargeted, smart use of

platforms that optimise audience user experience

4. Distributed contentStrategic, scheduled publishing of

content across identified channels

2. MobileAn understanding of a

world increasingly on the move*

3. VideoA key content prime

mover. Watch this space!

5. Search & findA global information network

driven by data and SEO

* Smartphones will reach 80 per cent of the world’s population by 2020 (Reuters 2016)

THE INFORMATION REVOLUTION

Feeling overwhelmed?

FACT

The amount of information distributed online will treble by 2020. - International News Media Association, News Media Outlook 2016

THE INFORMATION REVOLUTION

Mobile mania

FACT

Every Australian spends an average of 28 hours per month

on a smart phone - Nielson, 2016

THE INFORMATION REVOLUTION

Let’s Face it!FACT

Facebook has 1.8 billion users globally.

In Australia, there’s 15 million users – 62

per cent of the population

- socialmedianewsaustralia.com.au

THE INFORMATION REVOLUTION

Sinking print

FACT

In Australia, newspaper readership has dropped 45% since 2011. In NZ, metropolitan newspaper sales have declined 25% in the same period. Sources: Industry data, New York Times, September 2016; Audited Bureau of Circulation NZ

PROJECT CONNECT

COMMUNITY SURVEY

ABOUT THE SURVEY

Feeling the pulseWe surveyed the Church community across two weeks to gauge what it thought of communications and to establish preferences.

Conducted online and via paper surveys, the poll gave us a valuable biopsy of opinion and behaviours.

Female: 56 per centMale: 44 per cent

77 per cent regulars7 per cent occasional

101 respondents, mainly online

Variety of Church touchpoints

PREFERRED DELIVERY

When we want itWe gave respondents five options, but they were clear about frequency of communications – 99 per cent saying weekly or when relevant.

Elsewhere they suggested a mix of delivery formats.

Here? Give me meaningful comms as you determine, but please don’t spam! 28%

whenever relevant

1%every day

71%weekly

SURVEY SUMMARY

At the crossroadsThe current communications mix still works for the majority of existing worshippers.

This is an inward-facing communications model not a community-facing one. As the Church seeks to attract new members, it must lean towards the latter.

As well, there is an appetite to receive news and updates via digital means.

A community of seniors comfortable with the current communications mix

From digital channels offered, respondents showed openness to receive updates via email

SURVEY SUMMARY

Church responseToday, the Church has numerous options to meet the needs of both a traditional print audience and a digitally tuned-in one.

The communications review identifies which information the Church pushes to what channel.

Maintain print, Sunday mix, but review content. Less is more approach

Strategically publish/share content to relevant channels within resource capability

Send weekly Mail Chimp newsletter

Establish communications schedule to coordinate and time information flow

PROJECT CONNECT

SMART NEWS HUB

CREATING THE SMART NEWS HUB

10 Smarts for successSetting up a great public functions unit - a Smart News Hub – relies on 10 “smarts”.

Five are about developing the perfect process. This is Smart Thinking.

The other five steps relate to what we do in practice, Smart Delivery.

Following these will distinguish us as a superb communicator in the Church sector.

CREATING THE SMART NEWS HUB

Smart ThinkingSmart Thinking is the theory that underpins creating the Smart News Hub.

These five steps culminate in the creation of an agreed content ecosystem.

The content ecosystem comprises a defined number of channels via which we distribute compelling and relevant content.

2. Content mapCharting of content opportunities across

activities

3. Audience register

Review of internal, external segments

4. Media asset log

Review of media, and their use, at our disposal

1. Content auditUnpack of current

practice for all platforms

5. Content ecosystem

Agreement on digital, other communication channels

CREATING A SMART NEWS HUB

Smart DeliveryThis is about putting what we have set up into practice. These five steps, our Smart Delivery, represent a best-practice distributed content approach.

The content calendar is a guiding light for Corrimal Region Uniting Church. Combined with our other ‘smarts’, it informs us what to post, when, how and to whom.

5. Smart resourcing

Mobilising resources –driving efficiencies

2. Tools for success

Introduction of tools that make the process

production light

3. Measures of success

Sharp analytics, targets focus content aim

1. Content calendar

Scheduling of distributed content for typical month

4. Account register

Quality management of social media accounts

PROJECT CONNECT

WHEN WE’RE DONE

PROJECT CONNECT: WHEN WE’RE DONE

Being heard. Not herd

Clear, precise, efficient distribution of information

Communicating with clarity

Lighting the way

Exemplar of great communications in non-profit sector

Dynamic community

Measurably more engaged

community

Living God’s Word

Using modern means to

evangelise

COMMUNICATIONS REVIEWNovember 2016

This presentation and the design, branding, methodology and description of the Smart News Hub, Smart Thinking and Smart Delivery are the intellectual property of Flame Tree Media Pty Ltd. These are not be replicated without express permission. Images used here are subject to copyright.

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