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Increasing Stakeholder Engagement Through Strategic CommunicationsConvener:Daniel Bremer-Wirtig, Associate Director, Government Relations, NCCEP

Presenters:Sean K. Brennan, Communications, California GEAR UPAlison Eldridge, Communication Specialist, Washington State GEAR UP

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Agenda

• Why?• The Toolset:• Communications Strategy (aka “A failsafe

strategy”)• Step-by-step• Starting Points

• Communications Plan (aka “An easy-to-execute plan”)

• The Worksheets• The Q&A

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Questions

•With whom should you communicate (Audience)?•What to communicate (Message)?• How to create Content (and then some)?•When to communicate (Timing)?•What methods of communication to use

(Delivery)?

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THE WHY

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Why do we need to communicate?

1. We have customers, just like a business.2. They need to be persuaded to work with

us. 3. They need to understand the benefits of

what we do. 4. They need to know how they can help us

do it more effectively.5. They need to be motivated to do it.

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The Toolset

• Who (Audience)• What (Message)• Where (Delivery)

A Failsafe Strategy

• When (Timing)• How (Content)

Easy to Execute

Plan 6

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COMMUNICATION STRATEGY: THEORY & OVERVIEW

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A Failsafe Strategy

Why strategic communications?• Consistency and coordination: ensuring programmatic

collaboration and cohesion. • New methods of outreach: social media.• Professionalism: clip art and sporadic emails don’t cut

it anymore.

Integrating communications into a master plan:• It’s strategic…• Accomplish specific, concrete goals.• Program plan should have communications mirror.

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Who - Identify Your Audience

• Are they an internal or external audience?• Are they…• Students?• Families?• Teachers?• Media?• Congress?

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Your program will have multiple audiences, but… 10

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You can’t communicate with all of them all of the time.11

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What We Know

What the Audience Needs to

Know

THE MESSAGE

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What Do They Need to Know?

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“GEAR UP is local,

sustainable, and proven to

increase college

readiness in communities

of need.”

“California GEAR UP Bridge Project cohort increased

Algebra completion rates

by 34%.”

“GEAR UP mentoring is for ALL students and increases college completion rates

by 50%.”

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What - Identify Your Message

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Content -

•Print publications•Online communications•Media and public relations materials•Certificates and awards•Annual reports• Speeches

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Content - Topic Brainstorm

GEAR UP

Graduation Rates

Tutoring

College Visits

College Completion

Professional Development

Mentoring

Family Engagement

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When - The Calendar

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Tweets (daily)

Facebook(weekly)

Reports (annual)

Event-Driven (as scheduled)

Newsletter (quarterly)

Calls to Action(as needed)

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Donuts, delivered.

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Delivery - But How?

•Tumblr•Wordpress•Blogger•Posterous

Blogs•Twitter•Facebook•LinkedIn•Pinterest

Social•Mail Chimp•Constant Contact•Campaign Monitor•Community Partners’ Newsletters

Newsletters 18

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COMMUNICATION PLAN:THEORY & OVERVIEW

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What is a Communication Plan?

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A communication plan is a road map for getting your

message across to your audience.

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The 5-Step Communication Plan

The 5-Step Plan

Audience

Message

Content (creation)

Timing

Delivery

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Why Bother?

It makes your life easier.

Provides Clarity Sets Priorities Gains Support Prevents Confusion

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National GEAR UP Week PlanAudiences Message Content Delivery Timing Next Steps…

General public, media, legislators.

GEAR UP has broad support

Proclamation from Governor.

Press release, newsletter item.

By 8/15/13 Director to ask Gov’s office.

Senators, Members of Congress, & their staffs.

GEAR UP changes lives

Students send advocacy postcards to legislators.

Postcards, Facebook post. Have students send copies to media?

By 9/15/13 Staff design postcard. Print & distribute to schools.

Students, teachers, families.

GEAR UP changes communities

Message for students & teachers from Gov.

YouTube, Twitter, Facebook, Tumblr.

By 9/1/13 Director to ask Gov’s office. Provide fact sheet.

Media, general public.

GEAR UP works

Op-Eds in local papers.

Op-ed template, fact sheets, email list.

By 9/15/13 Staff draft template/fact sheet. Provide to schools, partners.

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WorksheetSimple Communication Plan

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Resources

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www.talkabouttalking.tumblr.com

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Tell Us What You’re Doing!• Daniel Bremer-Wirtig at Daniel_Bremer@edpartnerships.org

• Sean Brennan at Sean.Brennan@ucop.edu

• Alison Eldridge at Alisone@wsac.wa.gov

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