Page Comparison

Info

General goals:

Clear internal communication with all staff and volunteers about plan for and goals of the campaign
Generate interest and engagement with beneficiaries

Re-written goals from Lisa:

To inform staff and volunteers about our new Stroke-specific 4-week programme of short videos to help people who have had a stroke be more active at home.
To generate interest and engage beneficiaries with the Stroke-specific 4-week programme of short videos to help them be more active at home.

Tip

Measureable goals

YouTube
- Over 16,000 views and 15 shares/likes per video on YT (combined) by the end of campaign (Playlist views w/in 6 months of over 25,000)
- Grow YT subscribers to 800
Adverts?
- Reach of ?? people (?? views)
- ??% driven to website
- Conversion rate: 75%
Website / News article
- Page views of 1600 (w/in 30 days of publishing article)
- Bounce rate < 70%
Intranet/Yammer
- ??

Our stakeholders

Audience/Stakeholder	Communication method(s)Available options
Staff	Yammer Intranet (News / Blog) Your week - weekly bulletin Content must: be submitted to Internal Comms by 5pm each Friday (Friday before the digest) be need to know for 80% or more of our staff include a title (maximum 10 words) link to more information in a news article or page on the intranet Associate Directs weekly email
Volunteers	Monthly digital newsletter (8-16th) All volunteer communication requests go via internalcomms@stroke.org.uk Yammer (what do they have access to?) Intranet (what do they have access to?)
Beneficiaries	Under our control My Stroke Guide site YouTube (MSG) My Stroke Guide forum My Stroke Guide Newsletter Paid YouTube ads? (budget dependent) Outside our direct control Beneficiary Newsletter Stroke.org Homepage block Social (Twitter, Facebook, etc) Paid social ads (budget dependent) YouTube (stroke.org) Stroke of Luck (all)
Comms team (Marketing / Social Depts)	Email Teams
Management (directorate)	Teams Jira updates Washup meeting Customer care meeting

Key communication points / messages

Stroke of Luck Communication Plan

Date

Phases

Phase	Audience

Method

Channel	Message Content

Responsible

Lead

When

Production

Comms team (Marketing / Social Depts) TBC

Internal comms

Email

Communicate the start date and goal(s) of the campaign / schedule meeting

Request for intranet article announcement and details of programme	Alex
	Production	Social media marketing	Meeting	Plan / discuss social media campaign (if they're on board)

TBC


	Production

Already in place

Beneficiaries (Under our control)

MSG Site

News post - looking forward to Campaign

- blog

Production process reflection: why exercise is important in recovery, working with ASL again, etc

Image Added

Alex

February

Production

Beneficiaries (Under our control)

MSG Site

Blog article talking about the production process

Image Removed

Alex

MSG Newsletter	Looking forward to exercise videos using the below Image Modified	Lisa
	Week

0 - Week before video release

-1	Staff (and Volunteers)	Intranet - News	Publishing announcement and details of programme	Internal comms
Wednesday	Week -1	Internal comms	Email	Request for inclusion in “Your week” include a title (maximum 10 words) link to more information in a news article or page on the intranet	Ashley
	Week -1	Internal comms	Email	Request for inclusion in “Monthly digital newsletter”	Ashley
Thursday	Week 0	Beneficiaries (Under our control)	MSG Forum

Post in announcements category with

- announcements

Excited about programme starting next week, here is the schedule

Ashley

Thursday of week Write Blog post (

	Week 0	Staff	Your week - weekly bulletin	Link to Intranet article, relying announcement and details of programme	Internal comms
	Week 0	Volunteers	Monthly digital newsletter

Intranet

Link to Intranet article, relying announcement and details of programme

)

[image from video]

Alex

Make sure this news post goes onto weekly bulletin

Lisa?

	Internal comms
Monday	Week 1 - Strength	Staff (and Volunteers)	Yammer - All Company	Reminder of start of programme. Include full schedule and link to Intranet page for details of

production process

schedule

Make sure this links to YouTube playlist and MSG landing page

Ashley

Monday

of week

Week 1 - Strength

Beneficiaries (Under our control)

MSG Site - News

News article announcing

Announcing the start of the Campaign - this will be the main landing page

[image: either from videos or generic of people exercising]

	Alex
Monday

of week 1

Week 1 - Strength

Beneficiaries (Under our control)

MSG Site - Video library

Videos added

to MSG - Keeping Active

Alex

ad hoc

YouTube MSG

Videos / Playlist

YouTube MSG

Post about the


Monday	Week 1 - Strength	Beneficiaries (Under our control)	MSG YouTube - Videos	Videos added (CTA - End Cards / Description)	Alex

ad hoc

Monday

Week 1 - Strength

Beneficiaries (Under our control)

MSG YouTube - Post

Announce start of the

Campaign

[image from video]

Alex

Monday of week 1

MSG Forum

Post in "Getting active after stroke" to announce the schedule

Ashley

With release of first video

MSG Forum

campaign	Ashley
Monday	Week 1 - Strength	Beneficiaries (Under our control)	MSG Forum - Getting active after stroke category	Announce start of campaign and post the schedule	Ashley
Monday	Week 1 - Strength	Beneficiaries (Under our control)	MSG Forum - Getting active after stroke category	Reply to post in “Getting active after stroke” with the link to week 1 videos	Ashley
Monday

of week

Week 1 - Strength

Beneficiaries (Outside our control)

YouTube (stroke

Stroke.org

)

Post about the start of the Campaign

Wednesday of week 1

Stroke.org

Make sure website links get updated

Are there website links that need updating?

Monday

Week 1 - Strength

Beneficiaries (Outside our control)

Social Media organic

Announcing start of campaign (tagging in Stroke of Luck)

Monday

of week 1

Week 1 - Strength

Beneficiaries (Outside our control)

Stroke of Luck

TBC

n/a

	ASL
Monday	Week 2 - Stability	Beneficiaries (Under our control)	MSG YouTube	Videos / Playlist	Alex
Monday	Week 2 - Stability	Beneficiaries (Under our control)	MSG Site - News & Video library	Add videos

to video & landing pages

YouTube MSG

Videos / Playlist

Alex

ad hoc

MSG Forum

Alex

ad hoc

Monday

Week 2 - Stability

Beneficiaries (Under our control)

MSG Forum - “Getting active after stroke”

Reply to original “Getting active after stroke” to announce the start of week 2: “Stability”

Ashley

Monday of week 2

Wednesday

Week 2 - Stability

Beneficiaries (Outside our control)

Social media organic

Sharing a video / link to our post with all the videos (tagging in Stroke of Luck)

Wednesday of week


	Week 2 - Stability	Beneficiaries (Outside our control)	Stroke of Luck	TBC

TBC

YouTube MSG

Videos / Playlist

Alex

ad hoc

YouTube MSG

ASL

Week 3 - Stamina

Beneficiaries (Under our control)

MSG YouTube - Videos

Videos / Playlist

Alex

Week 3 - Stamina

Beneficiaries (Under our control)

MSG Site - News & Video library

Add videos to video & landing pages

Alex

ad hoc

Thursday

Week 3 - Stamina

Beneficiaries (Under our control)

MSG YouTube - Post

Post to update on progress of campaign (excited about the feedback we're getting)

Alex

Ashley

Thursday of week 3

Week 3 - Stamina

Beneficiaries (Under our control)

MSG Forum - “Getting active after stroke”

Reply to original “Getting active after stroke” to announce the start of week 3: “Stamina”

Ashley

Monday of week 3

Week 3 - Stamina

Beneficiaries (Under our control)

MSG Newsletter

??

Link to MSG landing page	Lisa
Wednesday	Week 3 - Stamina	Beneficiaries (Outside our control)	Social Media organic	Sharing of 1-2 videos (tagging in Stroke of Luck)

Wednesday of week 3


	Week 3 - Stamina	Beneficiaries (Outside our control)	Stroke of Luck	TBC	ASL

TBCMonday of week 1

Monday

Week 4 - Flexibility

Staff and Volunteers

Yammer

Post in All Company that we’re in the last week of the campaign (link to intranet news and maybe some of our other collateral)

Ashley

YouTube MSG

Videos / Playlist

Alex

ad hoc

YouTube MSG

Beneficiaries (Under our control)

MSG YouTube - Videos

Videos / Playlist

Alex

Monday

Week 4 - Flexibility

Beneficiaries (Under our control)

MSG Site - News & Video library

Add videos to video & landing pages

Alex

ad hoc

Friday

Week 4 - Flexibility

Beneficiaries (Under our control)

MSG YouTube - Post

Post to say

that MSG Forum

the campaign is over, but you can find all the videos on this playlist (link)

Alex

Friday of week 4

Monday

Week 4 - Flexibility

Beneficiaries (Under our control)

MSG Forum - “Getting active after stroke”

Reply to original “Getting active after stroke” to announce the start of week 4: “Flexibility”

Ashley

Monday of week 4


Week 4 - Flexibility	Staff (and Volunteers)	Yammer - All company	Post that we’re in the last week of the campaign (link to intranet news and maybe some of our other collateral)	Ashley
Week 4 - Flexibility	Beneficiaries (Outside our control)	Stroke.org - news	News post to say the campaign is now over but you can find all the great content over on our sister site Image Modified

Thursday of week 4

Amy / Lindsay
Friday	Week 4 - Flexibility	Beneficiaries (Outside our control)	Social media organic	Sharing of the completed video library and/or playlist page

Friday of week


	Week 4 - Flexibility	Beneficiaries (Outside our control)	Stroke of Luck	TBC

TBC

ASL

Post / During Washup

Staff (and volunteers)

Yammer - All company

Results of the campaign (mini report)

in All Company

Clement

TBC


	Post / During Washup	Staff (and volunteers)	Intranet	Blog post reflecting on production and results of campaign Image Modified	Alex

TBC

	Post / During Washup	Management	Washup meeting	Dissection of production, running and results of campaign, lessons learned, etc	Clement
	Post / During Washup

TBC

Management

Directorate meeting

Results of campaign

Clement

TBC


+2 weeks	Post / During Washup	Beneficiaries (Under our control)	MSG

Site

Next team blog post - all videos, reflection on process, great to work with Stroke of Luck, funny pictures from production process, etc

Image Removed

Alex

April

MSG Forum

Forum - “Getting active after stroke”	Poll to enquiry how people found the program	Alex
+1 month	Post / During Washup	Beneficiaries (Under our control)	MSG Site - Blog

Blog post

Post about the benefits of strength training on stroke recovery and embedded videos

Ashley

TBC


+2 months	Post / During Washup	Beneficiaries (Under our control)	MSG Site - Blog

Blog post

Post about the importance of stability exercises with embedded videos

Ashley

TBC

+3 months

Post / During Washup

Beneficiaries (Under our control)

MSG Site - Blog

Blog post

Post about the importance of stamina exercises with embedded videos

Ashley

TBC

+4 months

Post / During Washup

Beneficiaries (Under our control)

MSG Site - Blog

Blog post

Post about the importance of flexibility exercises with embedded videos

Ashley

TBC

Key communication points / messages

Info
For stakeholder communications pro tips from Atlassian teams visit: https://www.atlassian.com/team-playbook/plays/stakeholder-communications-plan

Versions Compared

Old Version 7

New Version 8

Key

Our stakeholders

Key communication points / messages

Stroke of Luck Communication Plan

Key communication points / messages