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Overview
• Communications Action Plan, included:
 Branded Look
 Key Messages
 Recommended Communication
Tools/Collaterals
 Recommended Strategies/Tactics to Get
Out the Messages
 Evaluating the Effort
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Communications Action Plan
Primary Audiences
 State and local policymakers and
elected officials
 Consider board members,
community business partners,
employers and media
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Umbrella Strategies
Communications Action Plan
A. Brand Goodwill as a Credible Contributor to California’s
Economic Health and to Jobs in Local Communities
B. Develop Materials that Matter
C. Create Awareness
D. Prepare for the Media Launch and Rollout
E. Select the Right Messengers
F. Build Local Support
G. Leverage Good Results
NOTE: Some of these occur in tandem.
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Brand Goodwill as a Credible Contributor to California’s
Economic Health and to Jobs in Local Communities
Tactic #1: Develop an overall “look” for the materials and tools.
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Brand Goodwill as a Credible Contributor to California’s
Economic Health and to Jobs in Local Communities
Tactic #2: Craft messages and template language that can
be used in all Goodwill communications with key
audiences.
Key Messages
GOODWILL IS GOOD FOR THE ECONOMY
GOODWILL CONNECTS THOUSANDS OF
CALIFORNIANS TO JOBS
WE REINVEST IN OUR LOCAL COMMUNITIES
Supported by facts or “proof points” from the 2012 Report.
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Develop Materials that Matter
Tactic #1: Develop compelling “buck slips” incorporating key
messages.
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Develop Materials
that Matter
Tactic #2: Identify a customizable
product with a longer shelf life
mailed directly to policymakers/
elected officials, board members,
community business partners
and donors/funders.
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Develop Materials that Matter
Tactic #3: Develop a flexible information toolkit with templates,
to be used at both the state and local levels. Toolkit includes:
• The 2012 Report.
• Fact sheet summarizing key details within the 2012 Report.
• Quick reference of questions and answers about the 2012
Report.
• One or more buck slips.
• Press release seizing on Goodwill’s strength as a leading
economic contributor.
• Calendar.
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Create Awareness
Tactic #1: Distribute a “Goodwill
Welcomes You” card to newly elected
legislators and officials.
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Create Awareness
Tactic #2: Distribute buck slips to
legislators at the state Capitol, key
regulatory agencies and local legislative
district offices.
Tactic #3: Meet with legislators at the
Capitol and within the district offices to
personally deliver and discuss the 2012
Report.
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Create Awareness
Statewide and Local
Fact Sheets
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Create Awareness
Tactic #4: Conduct a Day at the Capitol event with “leavebehind” materials.
Tactic #5: Push printed articles/stories to policymakers at the
Capitol and in their district offices. (Clipped news stories on
economic growth or decline in local markets/legislative
districts attached to a buck slip sent to legislators with a
personal note.)
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Prepare for Media Launch and Rollout
Tactic #1: Prepare media kit.
Tactic #2: Draft media advisory, statewide press
release and sample local press release.
GOODWILL DRIVES ECONOMIC GAINS FOR CALIFORNIA AND
ITS COMMUNITIES
New Study Proves Goodwill’s Worth in Pumping Millions into
State and Local Economies While Connecting Thousands of
Unemployed Individuals to Jobs
Tactic #3: Create statewide Goodwill media list.
Tactic #4: Coach, as needed, spokespersons on
anticipated questions from the media.
Tactic #5: Pitch media.
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Prepare Media Launch and Rollout
Media Outlets
• Capitol Press Corps
• Major Media Markets
• Business Journals
Distribution
 March 19 a.m. – Capitol Morning Report and AP
Daybook
 March 20 a.m. –PR Newswire and ACS Media List
Pitching
 March 20 – Major media markets and Business
Journals
 March 21 a.m. – Capitol Press Corps and
Sacramento media
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Select the Right Messengers
Tactic #1: Identify at least two primary
messengers or spokespersons to
speak to the media on a statewide
level.
Tactic #2: Identify key spokespersons
for local Goodwill media markets.
Tactic #3: Arm spokespersons with the
media kit.
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Build Local Support
Tactic #1: Schedule meetings with board members and
community partners/leaders to inform them about the 2012
Report.
Tactic #2: Distribute buck slips with personal notes to
community partners/leaders to keep Goodwill’s role as an
economic contributor in front of them.
Tactic #3: Write letters to the editors of local newspapers.
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Leverage Good Results
Tactic #1: Audit news coverage for results.
Send stories to legislators and local
officials, board members, and community
partners.
Tactic #2: Post positive comments about media stories on
Goodwill Facebook, Twitter and other social media sites.
Tactic #3: Reprint and post or link to news articles on
Goodwill websites, in newsletters, email blasts and alerts.
Tactic #4: Encourage local Goodwill leaders, employees and
customers, as appropriate, to write letters to the editors that
support Goodwill and highlight media accounts of
Goodwill’s contributions.
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