Maple Ridge Neighborhood
Association
Communication Plan
Last Modified: 06/26/15
Version: 1.0
Introduction
The Maple Ridge Neighborhood Association Communication Plan has been developed as a complement
to the Maple Ridge Neighborhood Association goals, strategies and projects. We don’t just want to
convey the message we want to inform the community, influence the behavior and that influence to
take action towards the communication objectives. The plan documents the Maple Ridge Neighborhood
communication strategy. It also provides guidance to execute most communications to ensure a more
consistent proactive approach including status and change.
Purpose
The purpose of the Maple Ridge Neighborhood Association Communication Plan is twofold. The first is
to provide a consistent approach for the more complex communication strategies and where more
people are involved. This plan describes communication to be planned in advance; taking into account
the particular needs of the people involved outlining key points to think through how to communicate
most efficiently and effectively to the various constituents providing information in the right format, at
the right time, and with the right impact. (See communication plan implementation matrix &
communication vehicle attachments.)
Secondly the communication plan supports more simple communication that does not require advanced
planning but focuses on main communication points to direct change, making it understood, how to get
your message noticed and ways to influence others to drive the desired outcome. (See Strategy)
Objectives
The Communication plan objectives are to promote awareness, provide a reason to listen, building
relationships which support community goals and how this ties in with the receiver of the message.
Strategy
The strategy is to provide concise and beneficial communication to support the objectives. The
framework of the communication messages will be focused on describing the value, impact and
importance relevant to the goals of the community and its residents. Using this framework combined
with specific strategies and key messages will increase the likelihood to get the attention of the target
audiences.
1. Value:


Always include the benefit(s) to the community.
Find ways to gather feedback to make continuous improvements.
2. Impact:




The sender of the information makes a difference (Tone at the Top)
Keep the message organized and as brief as possible
Residents prefer to get information from their community leaders
Take advantage of existing events to communicate.
3. Importance:


Promote tie in with community goals and (defined relationships).
Include the benefit(s) to the residents of the community goals and enhancements.
How to use the communication plan implementation
matrix?
The communication plan implementation matrix (attached) is a collection of different communication
events with guidance to ensure a consistent approach. It’s by no means is inclusive of all
communication options and it is expected that the users of this information will submit additions and
changes per the community needs. (See determine effectiveness) The example table provides a brief
definition of each part of a communication event.
Purpose
Event,
Issue
Audience
Person or
group that
benefits
from the
information,
receiver
Timing
Frequency,
timing
Message
Statement,
Goal,
Objective,
Purpose,
Clarity
Method
Accountability Requirements
Vehicle for
Approver of
Channel of
specific
message
communication,
communication
restrictions,
distribution,
format,
approval,
internal,
external,
spokesperson
How to Determine Effectiveness (how do we know) and Lessons
Learned?
The biggest problem in communication is the illusion that it has been accomplished. The key to
determining the effectiveness of the communication plan will be based on:




The desired outcome of each communication event.
Feedback from the target audience and related members.
The results from the event or issue for which the communication supported.
Changes made to the communication plan for continuous improvement.