Communications Plan
When you are busy with the everyday business of your own organisation or practice, it can
be hard to space the time to communicate the fantastic work you are doing to your
audiences
Often, communications are done on the fly, squeezed into a spare few minutes.
But by taking some time to think strategically, you can save valuable time and make sure
your efforts will pack the most punch.
Use this template to create a communications plan for any event, campaign, or project you
are running. This plan takes six key steps:
1. Set Objectives – What do you want your communications to achieve?
2. Get an Overview – Pin down the key dates and details of the event.
3. Target Your Audience – figure out who you are talking to? Who do you want to connect
with?
4. Write Copy – Create ‘blurb’ for your project.
5. Plan Your Comms – What platforms will you use? What messages will be posted, and
when?
6. Measure Success – Check back on how you did, and see how you could improve next
time.
How to use this template
Under each heading we will explain what info is needed and give some examples.
Then there will be a pink text box for you to fill in the information about your own project.
The textboxes in the pack look like this, and will expand as you type.
So, let’s get started….
Step One – Set Objectives
Before putting pen to paper, take some time to figure out what you want to achieve.
Think about the broader objectives of your organisation. How does this communications
plan sit within this? Is it a year-long overall plan, or project-specific?
Then look at how you’ve done with previous campaigns or projects and you can begin to see
realistic targets for success. If you don’t know how you are doing at the moment, do a little
research to establish your starting point.
Do you want an event fully signed up?
An increase in season ticket holders? By how much?
If you are promoting your gallery’s tour programme, what does success look like? How many
visitors per month take a tour now? How much do you want to increase it by?
Objectives
Step Two – Overview of Key Details
Short description of project(s) or event(s). This is useful to keep information consistent
across your whole team.
List the important details: key dates, times, venue, price etc.
Key Details
Step Three - Target Market
It’s easy to say your target market is ‘everyone’, but this won’t get you the results you want.
Some audiences will respond to pieces that are challenging, some will not. Others might
respond to light funny work, others might not.
Think about who is most likely to buy a ticket or visit your venue? Can you come up with a
persona for them?
So, if you are putting on a theatre show for children, target markets might be; families with
children aged 4-8, Schools, Nursery Schools, SureStart/Family Support Groups, after school
clubs especially drama or speech and drama, private drama schools, etc.
Target Markets
Key messages
Once you have your target markets identified, think about the best ways to communicate
with them. For example:
Target Market
Key Messages
Communications Method
Families
Weekly Sunday workshops suitable
for children of all ages – bring your
big kids and little kids too.
PR, website, social media,
event listings, targeted email
campaign, monthly newsletter
(your organisation or relevant
organisations you can ask to
share your news/events),
networking, etc.
Our gallery is family-friendly - with
easy and free parking outside the
front door, baby changing facilities
and is a breastfeeding welcome
venue.
Key Messages
Target
Audience
Key Messages
Communications Method
Step Four - Marketing Copy
Writing copy can be hard. But clear your diary for a few hours and concentrate. Once it is
done, it is done and you won’t have to panic when someone asks you for a ‘blurb’. Try to
keep your copy clear, free of jargon, with one simple message. Say the most important
things first.
Could include:
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Short description (20 words) i.e. how you talk about it in person/by email
Longer (100 words) description for brochures, press releases, web.
Should detail any relevant credits that need to be included in communications e.g. project
partners, funders, sponsors, etc.
Marketing Copy
Step Five - Communications Plan
It’s not necessary to use every communications platform just because you can. Here is a list
of the most popular platforms, and some things you might do with them. Select the
platforms that you have enough time to properly run, and more importantly, that will reach
your target market.
Print
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Flyer
Postcards
Posters
Programmes
Information leaflets to be handed out at events or exhibitions
Feedback postcards
Social media/photo props to encourage visitors to share their visit on social media
Print Communications
Digital Content
Opportunities/requirements for photo, video or podcast content - include dates, timescales
and who has responsibility.
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Photos that can be used in promotional activity (website, social media or email campaigns)
Photos that can be used to promote similar events in future to create a photo bank
Promotional videos (pre or post project/event) – can be used for sales or to report to
funders
Social media content during a project/event e.g. Instagram Stories, Facebook Live, Twitter
Gallery tours, etc.
Identify opportunities to create blog posts, short interviews, guest reviewers or vox pops
with those involved and/or your customers
Digital Content
Website & Blog
Overview of content, how/where it will be used and dates/timescales.
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News story
Event
Blog post
Website & Blog
Email Campaigns
List any email campaigns with the following information for each:
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Target Audience
Date to be sent
Brief overview of email content
Email Campaigns
Social Media
Overview of social media opportunities and ideas. Ideally you will have a separate (detailed)
social media plan. Include key messages, key dates and responsibilities.
Social Media
Other Orgs & Listings
Add an overview of opportunities, if relevant, to share information through other
organisations via a new story, emails and social media e.g.
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Free listing or event promotion opportunities
Supporters & Partners e.g. artists involved, family groups, bloggers, etc.
Local and tourism organisations and listings.
Other Orgs & Listings
PR
Overview of any PR angles and opportunities. Include dates/timescales and who you want
to be involved e.g. artist, producer, key staff, those taking part in the project, etc.
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TV
Radio
Newspaper e.g. listings, feature pieces (if there’s a link between your event, show or
workshop which fits a features column)
PR
Step Six - Measuring Success and Refine
Identify what content is working, what isn’t and how this shapes what you do in future - by
focusing on what works best.
Look back at the objectives you set in step one – were these achieved?
Below are some measures you could use to track your communications effectiveness.
Email Mailings
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no. of sign ups
email open rate
link clicks
shares
Website (Google Analytics)
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No. of visitors (unique vs total no. of views)
most popular pages
dwell time
Site traffic acquisition i.e. how are people coming to the site.
o organic searches
o Through activity on your social media or blog driving people back to the
website
o Referrals - can you identify any significant referral sites that you can establish
a relationship with.
Blog
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No. of Followers
No. of posts
No. of views (total and by post)
No. of likes and comments (by post)
Twitter
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Followers
No. of Tweets
Tweet impressions
Profile visits
Mentions
Top 5 performing tweets – what type of content was it
Facebook
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Likes
No. of Posts
Page views and likes
Post activity - likes, shares & comments
Top 5 performing posts - what type of content was it
LinkedIn
If staff are on LinkedIn to network on behalf of your organisation, ask them to share details
about posts they made relating to the campaign and any associated activity or new contacts
made.
Instagram
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Impressions
Reach
Example Communications Report:
Platform
Facebook
Mailchimp newsletter
Measure
10 shares on three posts
about event
100 sent out, 30% opened
Notes
Usual performance
40% opened for last
event – try sending
emails out earlier in the
week, rather than Friday
evening.
Communications Report
Platform
Measure
Notes
Objectives Achieved:
Changes for Future Campaigns:
For more practical resources visit: www.wewillthrive.co.uk