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Achieve real business outcomes                                 Lee Hopkins                                     30th Oct 2012
   Communications plan:    LeeHopkins.com/commsplan
   Communication     Why your nonprofit matters   Social media/technology     How technology & social media can make a...
   What is a communication strategy?   What is a communication plan?
   Your communication landscape
“The Communications Plan puts it all together inone place and pulls out a bulleted list of thingsto work on. We kind of kn...
   Competition                                                 Knowledge base                                           ...
CORE                  FLEXIBLE   Positioning          Audiences   Tagline              Benefits and attributes   Elev...
CORE                  FLEXIBLE   Positioning          Audiences   Tagline              Benefits and attributes   Elev...
   What is an ‘audience’   How do I define my audience(s)?   Why do this before messages and tactics?
   Develop   Test and refine   Talking points
   Develop                      “Your messages deliver important                      information about the issue and   ...
   Channels and tactics   Making effective use of technology   Evaluation
   Left unmeasured, it won’t grow   Katie Paine:     Objectives     Audience     Priorities     Benchmark     Measu...
   Business communication:    FIR: ForImmediateRelease.biz    Shel Holtz: holtz.com    The Next Web: TheNextWeb.com    Je...
   LeeHopkins.com (comms articles)   LeeHopkins.net (blog)   au.linkedin.com/in/leehopkins   @LeeHopkins
Connecting up: build a communication strategy that achieves real business outcomes-slides
Connecting up: build a communication strategy that achieves real business outcomes-slides
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Connecting up: build a communication strategy that achieves real business outcomes-slides

Webinar presentation to non-profits in Australia and New Zealand on how to build a communication strategy and plan.

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Connecting up: build a communication strategy that achieves real business outcomes-slides

  1. 1. Achieve real business outcomes Lee Hopkins 30th Oct 2012
  2. 2.  Communications plan: LeeHopkins.com/commsplan
  3. 3.  Communication  Why your nonprofit matters Social media/technology  How technology & social media can make a difference
  4. 4.  What is a communication strategy? What is a communication plan?
  5. 5.  Your communication landscape
  6. 6. “The Communications Plan puts it all together inone place and pulls out a bulleted list of thingsto work on. We kind of know all of this abouthow to communicate, but we often forget in themoment about what we’re doing and why. It’sgood to have it in black and white.”Alaric Bien, Executive Director, Chinese Information and Service Centre
  7. 7.  Competition  Knowledge base  Perceptions  What’s working  ChallengesImage: costi - http://www.constantin.me.uk/
  8. 8. CORE FLEXIBLE Positioning  Audiences Tagline  Benefits and attributes Elevator speech  Features
  9. 9. CORE FLEXIBLE Positioning  Audiences Tagline  Benefits and attributes Elevator speech  Features
  10. 10.  What is an ‘audience’ How do I define my audience(s)? Why do this before messages and tactics?
  11. 11.  Develop Test and refine Talking points
  12. 12.  Develop “Your messages deliver important information about the issue and Test and refine compel the targeted audience to think, feel or act.” Talking points Elements of a Strategic Communications Plan, Kellog Foundation
  13. 13.  Channels and tactics Making effective use of technology Evaluation
  14. 14.  Left unmeasured, it won’t grow Katie Paine:  Objectives  Audience  Priorities  Benchmark  Measurement tool
  15. 15.  Business communication: FIR: ForImmediateRelease.biz Shel Holtz: holtz.com The Next Web: TheNextWeb.com Jeremiah Owyang: web-strategist.com
  16. 16.  LeeHopkins.com (comms articles) LeeHopkins.net (blog) au.linkedin.com/in/leehopkins @LeeHopkins

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