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2014 Communications Plan

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by

Caitlin Moffitt

on 18 December 2013

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Transcript of 2014 Communications Plan

2014 Communications Plan
Goals
Strengths
Weaknesses
Opportunities
Threats

Create a plan and calendar for 2014 PR efforts
Integrate social media and marketing tools into PR plan
Increase brand awareness
Increase sales opportunities
Build thought-leadership and credibility
Key Messages
Graduation Alliance has a successful model for recovering dropouts and helping them reach graduation — a solution for the problems your district encounters
Graduation Alliance has an interest and voice in education-related discussions and current events
Graduation Alliance wants to expand into more school districts to help more students earn their diplomas
Graduation Alliance continues to see growth
Graduation Alliance is driven by our company mission
Graduation Alliance offers Flexibility, accountability, support.
Student stories
Copywriters and marketing team
Event attendance
Management connections with education leaders
Staff knowledge and credibility
Company model and methods
Social media use

Placement of stories in publications
Specific angles of stories
Narrow target audience and consumers
Key message(s) change depending on audience
Limited education-focused news outlets
Partnerships with similar organizations
Utilize content from management
Incorporate new social media platforms into plan
Use company voice to speak about various education topics
Current events
Organizations beating us to newsworthy content
Student stories vary — not consistent in time
Target Audience
Competitors
School districts — current and potential partners
Investors
Students
Graduation Alliance employees
Strategies and Tactics
Local Media
National media
Magazines
Education "beat"
Community "beat"
Local media
National Media
Editorials
NDPN Conference newsletter
Student stories
District news
Graduation rates
Company news
Social media
Newsletters
Employee highlights
Nodropouts.org
Education blogs
Guest posts on blogs
Online
Internal
Print
Social media
Monthly
Flexible
Campaigns
Press releases
New graduates
New districts
Recognitions
Company news
Guest posts/ editorials
Thought-leadership
Company model
Social media
Blog posts on NoDropouts.org
Current Events
Education news
Presidential comments
Social media campaigns
Conference attendance
Speaking engagements
Recovery walks
Goal: one per quarter
Marketing videos
Student stories
District-focused
Company success
Social media incorporated

National
Dropout prevention
Dropout awareness
Graduation rates released
2014 Calendar
Target Media
Magazines
American Educator
American School Board Journal
Education Next
Education Week
Online
Education Week
Education blogs
Teaching blogs
Best practices blogs
Editorials
Tactics
Press releases
Social media
Videos
Campaigns
Student involvement
Editorials
Management
Sales team
District-focused
Build online news room
FAQ page
Publish press releases
Conference Attendance
Increase brand awareness
Increase thought leadership
Create content for sharing online — social media, editorial, etc.
Preparations for 2014
Create contact lists
Local reporters for current districts
National reporters for larger lists
Contact information for blogs
Evaluate when to use wire services
PR Newswire, BusinessWire, etc.
Online Newsroom
Does this benefit us?
What additional content do we need?
More social media
Is another blog needed?
Measurements
Track and record all articles and editorials placed in 2014
Monitor student/district contact
Referral methods
Continue to track social media interactions and metrics
Analytic tools
Keyword searches
Google Analytics
Full transcript