CfE Communications and Stakeholder Engagement Plan for Community Learning &
Development (CLD)
CfE Management Board – 11 June 2013 – paper 5.2
CLD / CFE Communications Strategy and Communications Activity Plan
Introduction
As a national programme CfE attracts a wide and diverse range of stakeholders. Dedicated
communications and engagement plans for practitioners and parents have been developed
and implemented. There is now a requirement to develop and implement a similar plan for
the CLD sector to ensure that CLD is implicit and explicit in all CfE communications.
To ensure that the CLD sector is fully engaged in CfE strong, robust and targeted
communications and engagements are vital to build a greater understanding and continue to
embed the principles of CfE.
To achieve this we must assess the wider understanding of the role of CLD in CfE; we must
understand what information and level of involvement the CLD sector require; we must use
approaches that reflect the climate and culture of the CLD audience; we must be clear in our
expectations and we must blend traditional communications with new and emerging
approaches to ensure the most effective reach and impact of our communications.
It is also vital that CLD is embedded across the work of Education Scotland and its partners
to ensure that all stakeholders are fully aware of the key role that CLD has in the delivery of
CfE.
Evidence and research to understand the stakeholders’ perceptions and attitudes towards
our communications is essential. Ongoing evaluation and feedback form an integral part of
our communications plan and will be used to assess impact and inform future strategies.
There is also a need to ensure that we include strong internal communications in our plans
and also ensure that other stakeholders are aware of the role of the CLD sector in
supporting the delivery of CfE.
Aims
The Communications Strategy aims to:;
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Improve understanding and promote the benefits of CfE to the CLD sector
Improve understanding and promote the role that CLD plays in the wider CfE agenda
Improve understanding by parents of the role that CLD plays in the wider CfE agenda
These aims will be achieved through the effective and innovative application of responsive
and dynamic communications.
Objectives
The following objectives have been identified:CfE Management Board – 11 June 2013 – paper 5.2
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To develop and deliver a communications strategy and plan that inspires and
develops the confidence of CLD practitioners to contribute to CfE.
To develop and deliver a communications strategy and plan that improves the
understanding of teachers and promotes the role that CLD plays in delivering CfE.
Demonstrate the widening positive impact that CLD can bring to Scotland’s learners.
Ensure that messages are relevant to the audience, easily understood, inspiring and
address any concerns that might arise around CfE in a CLD context.
Create an open and transparent approach to communications which actively
encourages stakeholder engagement.
Measure the effectiveness and impact of our communications approaches and use
this evidence to enrich our planning.
Stakeholders
Within the CLD sector there are many stakeholders to engage with and understanding and
analysing the position and needs of stakeholders will inform our communications strategy
and helps us identify stakeholders whose strong support we can call upon and those who
may be more resistant.
Part of the work on the Strategic Implementation Group (SIG) is to identify a complete
stakeholder list for the CLD sector, with each stakeholder being allocated a key contact.
Below are details of the organisations that are considered to be key stakeholders in the CLD
sector.
Organisation
Area of Responsibility
Communications
Channels
CLD All Strands
CLD Standards Council for
Scotland
Professional standards body
for CLD.
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Community Learning and
Development Managers
Scotland (CLDMS)
Represents managers of
CLD services in all 32 local
authorities
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Website
Monthly e-bulletin
Twitter
Facebook
YouTube
I-develop (national
CPD framework)
Website
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Website
Fortnightly e-bulletin
Youth Work
YouthLink Scotland
National Youth Work
Agency
CfE Management Board – 11 June 2013 – paper 5.2
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Youth Scotland
Network of youth groups in
Scotland
LBGT Youth Scotland
Youth and community
based organisation for
LGBT people in Scotland
Young Scot
National youth information
and citizenship charity
Scottish Youth Parliament
Young people’s parliament
designed and led by young
people.
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Twitter
Facebook
Project specific
micro-sites
Website
Regular e-news
3 project specific eupdates
Twitter
Facebook
Website
Twitter
Facebook
YouTube
Website
Micro-sites for
projects
Regular e-updates
Twitter
Facebook
YouTube
Website
Twitter
Facebook
YouTube
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Website
Members e-bulletin
Twitter
LinkedIn
Website
Occasional emails
Twitter
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Adult Learning
Learning Link Scotland
National organisation
representing voluntary
sector adult learning
Worker’s Educational
Association (WEA)
Scotland
Scotland’s Learning
Partnership
National provider of
community and work based
adult learning
National partnership of adult
learners and providers
Community Development/Community Capacity Building
Scottish Community
Development Centre
(SCDC)
National lead body for
community development
Community Development
Alliance Scotland (CDAS)
Network promoting
community development in
Scotland
CfE Management Board – 11 June 2013 – paper 5.2
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Website
Regular e-mails
Twitter
Facebook
YouTube
Website
Monthly e-bulletin
Other national organisations
Black and Ethnic Minority
Infrastructure in Scotland
(BEMIS)
Scottish Council for
Voluntary Organisations
College Development
Network
Umbrella body supporting
the development of the
ethnic minorities voluntary
sector in Scotland
National body for Scotland’s
charities, voluntary
organisations and social
enterprises
Supports colleges to deliver
learning
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Website
Weekly e-update
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Website
Third Force news
website
Goodmoves website
Six regular ebulletins
Twitter
Facebook
YouTube
Websites
Twitter
Facebook
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In addition to the organisations listed above, there are many other organisations working in
CLD and offering benefits to young people and communities across Scotland, these include
voluntary organisations and 3rd sector organisations.
Key messages
The communications and engagement strategy is founded on the principle of establishing
consistent and clear messages that can be shared with stakeholders. To build a framework
of strong and effective communications a series of key messages will be established and
used to inform communications across all channels.
The key messages must address the following issues;
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What is CLD?
CLD provides opportunities for all learners and is important for all practitioners and
partners. It is the overarching description given to the wide range of programmes
and activities, often delivered in partnership with educational establishments, that are
aimed at improving life opportunities for learners, families and adults, and which help
to build and strengthen communities.
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What are the different approaches to learning and the benefits available from CLD?
There are many approaches available from CLD and partnership working which
enhance the learning opportunities for young people. The benefits of engaging with
CLD include opportunities for curriculum flexibility, learner journey and improving life
skills and opportunities.
How does wider achievement contribute to the overarching theme of attainment?
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CfE Management Board – 11 June 2013 – paper 5.2
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CLD must be forward thinking
CLD should continue to develop ways in which it can improve in the future through
self-evaluation and planning. It is also about working together with partners to close
the opportunity gap.
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Re-position CLD as a central part of CfE
Reflect that CLD can provide opportunities and benefits for all young people
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The principles and themes of CfE can and should be applied to lifelong learning and
are not restricted to learning from 3-18
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High level messages must be broad to encompass the work and benefits of this
diverse sector
Further consultation with colleagues and partners, through the CLD Strategic
Implementation Group (SIG) is required to ensure that the key messages are addressed and
the issues identified above are fully considered.
Approaches
A range of approaches will be deployed to deliver the communications plan to support the
CfE communications and engagement plan for CLD.
1. Develop a plan of communications activities to ensure that messages are
delivered to the key audiences
In consultation with colleagues/partners we will prepare a plan of communications
activities to reach stakeholders using appropriate communications channels. These
will include, amongst others, stakeholder engagement, e comms and media
opportunities
2. Maximise the potential of partners’ communications channels to deliver
coherent joined up messages to the various audiences
This will be achieved by establishing a database of all partners’ communications
channels and ensuring the key messages are used appropriately and effectively
where relevant.
3. Plan specific media campaigns to proactively reinforce key messages and to
counter act negative comments
There has been a great deal of media coverage on CfE and the implementation in
schools. We will use a proactive national and local media plan to promote the CfE
communications and engagement plan for CLD. This would include interviews with
key people from the CLD sector, case studies from the critical friend’s network
delivered and possible Ministerial input through visits.
CfE Management Board – 11 June 2013 – paper 5.2
4. Identify and prepare key critical friends from the CLD sector and build a bank
of supportive evidence and case studies around successful approaches to CfE
across CLD
This will be achieved by establishing a database of case studies and supportive
quotes, this information held on the database will then be used across the various
activities described above.
5. Identify and prepare a stakeholder contacts plan
This will be achieved by identifying the key stakeholder groups and allocating
representatives from within Education Scotland to contact each group to share the
key messages of the plan.
Communications Channels
Education Scotland has well established communications channels that are successful in
reaching audiences within formal learning however there is a need to develop our
communications channels for the CLD sector. The use of partners’ communications
channels will be vital to ensure we are reaching audiences. This approach, coupled with the
development of Education Scotland’s CLD channels, will ensure the messages are reaching
the intended stakeholders.
Key Communication Channels
Press and media:
Professional journals:
TESS
Rapal, etc
Herald
Scotsman
Guardian
Internal channels:
Tabloids
Staff briefing document
Sundays
Staff briefing session
GTCS Magazine
Staff newsletter, e-card
All Scottish regional and local press
Specialist press where appropriate
Broadcast
Advertising /Advertorial
CfE Management Board – 11 June 2013 – paper 5.2
Partner channels:
Social media:
CLD Standards Council website/channels
Facebook
Scottish Government website
Twitter
Scotland’s Colleges website/channels
YouTube
Local Authority channels
Advertising (Google, Facebook)
i-Develop
Education Scotland channels:
External engagements/events:
Education Scotland website
Education Scotland Inspectors, Area
Advisors and DOs
Education Scotland News Service (daily and
weekly)
Practitioner Groups
E-bulletins/campaigns
CfE events
CfE & Glow Newsletter
SLF
Education Scotland Newsletter
Learning Blog
Adult Literacies Online
Connect
Communications Activity Plan
The communications activity plan is detailed at the end of this paper. This sets out how we
will utilise the communications approaches and channels into a plan with timescales and
resources required also noted.
To ensure that we can deliver this plan a team of key people from across Education
Scotland need to work together to support the implementation and delivery.
Internal communications
There is also a strong requirement to develop an internal communications plan to ensure
that staff are fully aware of the wider external stakeholders plan. The internal
communications plan should include a briefing document and briefing session with staff.
Evaluation
CfE Management Board – 11 June 2013 – paper 5.2
To ensure that the communications strategy and plan are effective an ongoing process of
evaluation and feedback will be an integral part of the communications plan. This will take
the form of seeking regular feedback from stakeholders through a number of channels
including informal face-to-face meetings/discussions, online surveys and impact analysis.
Findings from the evaluation will be used to inform future strategies and plans.
CfE Management Board – 11 June 2013 – paper 5.2
Communications Activity Plan
April - June
Date
Channel
Activity
Audience
Status
April June
Communications Plan
Develop a communications campaign and
plan with all activities aligned to the key
messages outlined in the Communications
strategy.
All stakeholders –
teaching practitioners
and CLD practitioners
Complete
April
Education Scotland digital
and social media channels
Strategic Implementation Group (SIG)
email.
CLD practitioners
Complete
All stakeholders –
teaching practitioners
and CLD practitioners
Complete
Resources
Required
The SIG has been set up following the
publication of the Strategic Guidance for
Community Planning Partnerships in CLD to
help manage the implementation of the
assigned responsibilities and to ensure
appropriate involvement of key delivery
partners.
The Group is made up of representatives
from across the CLD sector in Scotland
May
Education Scotland digital
and social media channels
CfE Comms and Engagement Plan for CLD
Publication and promotion of CfE briefing on
CLD
June 2013
April
Education Scotland digital
and social media channels
CLD content in CfE Implementation Ebulletin
Teaching practitioners
Complete
May
Education Scotland digital
and social media channels
CLD content in CfE Implementation Ebulletin
Teaching practitioners
Complete
Comms team to
lead.
June
Internal Communications
Notify staff of CLD/CfE communications
plan and activities
ES, SG and SQA Staff
Ongoing
Comms team to
lead.
June
Education Scotland digital
and social media channels
Strategic Implementation Group (SIG) email
CLD practitioners
Comms team to
lead.
June
Education Scotland digital
and social media channels
Promotion of CLD activities at SLF 2013,
including CLD focussed seminars and how
they support key campaign messages and
CLD activities on ES stand and also within
CLD village.
Teaching practitioners
CLD DT to
identify
activities.
Comms team to
promote as part
of SLF comms
plan.
June
Education Scotland digital
and social media channels
Promotion of CfE activities at SLF 2013,
including CfE focussed seminars, CfE
activities on ES stand and also within CLD
village.
CLD practitioners
CLD DT to
identify
activities.
Comms team to
promote as part
of SLF comms
plan.
CfE Comms and Engagement Plan for CLD
June 2013
June
Internal Communications
Update staff of CLD/CfE communications
plan and activities
ES, SG and SQA Staff
Comms team to
lead.
June
Education Scotland digital
and social media channels
CLD content in CfE Implementation Ebulletin
Teaching practitioners
Comms team to
lead.
July - December
July –
Dec
Promotional Campaign
Development and implementation of a
promotion campaign to promote the benefits
of CLD for all learners. Campaign would
include adverts, posters showcasing
different learner journeys and the positive
impact CLD has made on them.
All stakeholders –
teaching practitioners,
CLD practitioners and
parents
CLD
development
team (CLD DT)
and Comms
team to work
with design
agency on
development of
campaign.
Comms team to
promote when
finalised.
August
Education Scotland digital
and social media channels
Further promotion of CLD activities at SLF
2013, including CLD focussed seminars,
CLD activities on ES stand and also within
CLD village.
Teaching practitioners
CLD DT to
identify
activities.
Comms team to
promote as part
of SLF comms
plan.
CfE Comms and Engagement Plan for CLD
June 2013
August
Education Scotland digital
and social media channels
Further promotion of CfE activities at SLF
2013, including CfE focussed seminars, CfE
activities on ES stand and also within CLD
village.
CLD practitioners
CLD DT to
identify
activities.
Comms team to
promote as part
of SLF comms
plan.
Aug
Education Scotland digital
and social media channels
CLD content in CfE Implementation Ebulletin
Teaching practitioners
Comms team to
lead.
Aug
Internal Communications
Update staff of CLD/CfE communications
plan and activities
ES, SG and SQA Staff
Comms team to
lead.
Aug –
Oct
Case studies
Collation of case studies for use throughout
communications plan particularly to
generate positive media stories and to raise
awareness of CLD.
All stakeholders –
teaching practitioners
and CLD practitioners
CLD DT to
identify/collate
case studies.
Comms team to
prep for use in
comms plan.
Sept
Education Scotland digital
and social media channels
CLD content in CfE Implementation Ebulletin
Teaching practitioners
Comms team to
lead.
Sept
Internal Communications
Update staff of CLD/CfE communications
plan and activities
ES, SG and SQA Staff
Comms team to
lead.
Sept
Events
CLD activities at SLF 2013, including CLD
focussed seminars, CLD activities on ES
Teaching practitioners
CLD DT to
identify
CfE Comms and Engagement Plan for CLD
June 2013
stand and also within CLD village. Includes
promotion during SLF using dedicated
social media channels.
activities.
Comms team to
promote as part
of SLF comms
plan.
Sept
Events
CfE activities at SLF 2013, including CfE
focussed seminars, CfE activities on ES
stand and also within CLD village. Includes
promotion during SLF using dedicated
social media channels.
CLD practitioners
CLD DT to
identify
activities.
Comms team to
promote as part
of SLF comms
plan.
Sept –
Nov
Media activity
Promotion of CLD work through case
studies in local media.
All stakeholders –
teaching practitioners
and CLD practitioners
Comms team to
liaise with
media. Support
from CLD DT.
Sept –
Dec
Ministerial visits
Opportunities for Ministerial visits,
suggested schedule would be 1 visit per
month or bi-monthly.
All stakeholders –
teaching practitioners
and CLD practitioners
CLD DT to
identify
opportunities.
Comms team to
liaise with SG
and media.
Sept –
Dec
Media activity
Develop a series of regular news
pieces/stories for TESS that incorporates
the key messages. The case studies and
All stakeholders –
teaching practitioners
and CLD practitioners
CLD DT to
identify opps
and Comms
CfE Comms and Engagement Plan for CLD
June 2013
supportive quotes would be used
throughout the articles.
team to liaise
with media.
Sept –
Dec
Media activity
Develop a story for inclusion in Sunday
papers to provide national coverage and
raise awareness of and impact of CLD in
supporting CfE. The case studies and
supportive quotes would be used
throughout the articles.
All stakeholders –
teaching practitioners
and CLD practitioners
CLD DT to
identify opps
and Comms
team to liaise
with media.
Sept –
Dec
Media activity
Develop a series of regular news
pieces/stories for GTCS that incorporates
the key messages. The case studies and
supportive quotes would be used
throughout the articles.
All stakeholders –
teaching practitioners
and CLD practitioners
CLD DT to
identify opps
and Comms
team to liaise
with media.
Sept –
Oct
Education Scotland online
service
Revision and promotion of CLD section of
ES online service to ensure the content
reflects CLD input to CfE.
Also to include CfE information for CLD
practitioners.
All stakeholders –
teaching practitioners
and CLD practitioners
CLD DT to
review content,
provide updated
content.
Comms team to
promote revised
website.
Sept –
Dec
Events
Delivery for an event or series of regional
events for CLD practitioners. The purpose
of the events would be to improve the
practitioners understanding of CfE.
CLD practitioners
CLD DT to plan
and lead of
events. Comms
team to promote
events to CLD
community.
CfE Comms and Engagement Plan for CLD
June 2013
Sept –
Dec
Events
Input at events (local or national) for
teaching practitioners. The purpose would
be to improve teaching practitioners
understanding of the benefits of CLD.
Teaching practitioners
CLD DT to
identify opps
across ES.
Comms team to
promote events
to school
community.
Sept –
Dec
Education Scotland digital
and social media channels
Publication and promotion of additional CfE
briefings focussing on CLD
All stakeholders –
teaching practitioners
and CLD practitioners
CLD DT to
identify areas to
be covered in
briefings and to
provide content.
Comms team to
promote
briefings.
Oct
Education Scotland digital
and social media channels
CLD content in CfE Implementation Ebulletin
Teaching practitioners
Comms team to
lead.
Oct
Internal Communications
Update staff of CLD/CfE communications
plan and activities
ES, SG and SQA Staff
Comms team to
lead.
Oct –
Nov
Events
Delivery of an event or series of events
(possibly Glow meets) for guidance
teachers to raise awareness of CLD/CfE
links
Teaching practitioners
CLD DT to work
with ES
colleagues to
identify content
for events.
Comms team to
promote.
CfE Comms and Engagement Plan for CLD
June 2013
Oct
Education Scotland digital
and social media channels
CLD content in CfE Implementation Ebulletin
Teaching practitioners
Comms team to
lead.
Oct
Internal Communications
Update staff of CLD/CfE communications
plan and activities
ES, SG and SQA Staff
Comms team to
lead.
Nov
Education Scotland digital
and social media channels
CLD content in CfE Implementation Ebulletin
Teaching practitioners
Comms team to
lead.
Nov
Internal Communications
Update staff of CLD/CfE communications
plan and activities
ES, SG and SQA Staff
Comms team to
lead.
Nov
Education Scotland digital
and social media channels
Strategic Implementation Group (SIG)
email
Teaching practitioners
Dec
Education Scotland digital
and social media channels
CLD content in CfE Implementation Ebulletin
Teaching practitioners
Comms team to
lead.
Dec
Internal Communications
Update staff of CLD/CfE communications
plan and activities
ES, SG and SQA Staff
Comms team to
lead.
Dec
Evaluation
Collation of ongoing evaluation and
feedback on communications activities
implemented throughout the plan
All stakeholders –
teaching practitioners
and CLD practitioners
Comms team
and CLD DT to
work together to
evaluate.
CfE Comms and Engagement Plan for CLD
To be issued
after SIG
meeting in
November
Comms team to
lead.
June 2013