General goals:
Clear internal communication with all staff and volunteers about plan for and goals of the campaign
Generate interest and engagement with beneficiaries
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
Advert
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) |
|---|---|
Staff and Volunteers (internal general) |
|
Beneficiaries | Under our control
Outside our direct control
|
Comms team (Marketing / Social Depts) |
|
Management (directorate) |
|
Our comms cadence
Phases | Audience | Method | Content | Responsible | When |
|---|---|---|---|---|---|
Production | Comms team (Marketing / Social Depts) | Communicate the start date and goal(s) of the campaign / schedule meeting | TBC | ||
Meeting | Plan / discuss social media campaign (if they're on board) | TBC | |||
Already in place | Beneficiaries (Under our control) | MSG Site | News post - looking forward to Campaign | Alex | |
February | Beneficiaries (Under our control) | MSG Site | News article talking about the production process  | Alex | |
MSG Newsletter | Looking forward to exercise videos using the below  | Lisa | |||
Week 0 - Week before video release | Beneficiaries (Under our control) | MSG Forum | Post in announcements category with schedule | Ashley | Thursday of week 0 |
Staff and Volunteers | Intranet | Write Blog post (announcement and details of programme) [image from video] | Alex | ||
Make sure this news post goes onto weekly bulletin | Lisa? | ||||
Week 1 - Strength | Staff and Volunteers | Yammer | Reminder and link to Intranet page for details of production process Make sure this links to YouTube playlist and MSG landing page | Ashley | Monday of week 1 |
Beneficiaries (Under our control) | MSG Site | News article 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 | |
MSG Site | Videos added to MSG - Keeping Active | Alex | ad hoc | ||
YouTube MSG | Videos / Playlist CTA - End Cards / Description | Alex | ad hoc | ||
YouTube MSG | Post about the 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 | Reply to post in “Getting active after stroke” with the link to week 1 videos | Ashley | Monday of week 1 | ||
Beneficiaries (Outside our control) | YouTube (stroke.org) | Post about the start of the Campaign | Wednesday of week 1 | ||
Stroke.org | Make sure website links get updated | ||||
Social Media organic | Announcing start of campaign (tagging in Stroke of Luck) | Monday of week 1 | |||
Stroke of Luck | TBC | n/a | |||
Week 2 - Stability | Beneficiaries (Under our control) | MSG Site | Add videos to video & landing pages | Alex | ad hoc |
YouTube MSG | Videos / Playlist | Alex | ad hoc | ||
MSG Forum | Reply to original “Getting active after stroke” to announce the start of week 2: “Stability” | Ashley | Monday of week 2 | ||
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 2 | ||
Stroke of Luck | TBC | TBC | |||
Week 3 - Stamina | Beneficiaries (Under our control) | MSG Site | Add videos to video & landing pages | Alex | ad hoc |
YouTube MSG | Videos / Playlist | Alex | ad hoc | ||
YouTube MSG | Post to update on progress of campaign (excited about the feedback we're getting) | Alex | Thursday of week 3 | ||
MSG Forum | Reply to original “Getting active after stroke” to announce the start of week 3: “Stamina” | Ashley | Monday of week 3 | ||
MSG Newsletter | ?? | Lisa | |||
Beneficiaries (Outside our control) | Social Media organic | Sharing of 1-2 videos (tagging in Stroke of Luck) | Wednesday of week 3 | ||
Stroke of Luck | TBC | TBC | |||
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 | Monday of week 1 |
Beneficiaries (Under our control) | MSG Site | Add videos to video & landing pages | Alex | ad hoc | |
YouTube MSG | Videos / Playlist | Alex | ad hoc | ||
YouTube MSG | Post to say that the campaign is over, but you can find all the videos on this playlist | Alex | Friday of week 4 | ||
MSG Forum | Reply to original “Getting active after stroke” to announce the start of week 4: “Flexibility” | Ashley | Monday of week 4 | ||
Beneficiaries (Outside our control) | Stroke.org | News post to say the campaign is now over but you can find all the great content over on our sister site | Thursday of week 4 | ||
Social media organic | Sharing of the completed video library and/or playlist page | Friday of week 4 | |||
Stroke of Luck | TBC | TBC | |||
Post / During Washup | Staff and volunteers | Yammer | Results of the campaign (mini report) in All Company | Clement | TBC |
Intranet | Blog post reflecting on production and results of campaign  | Alex | TBC | ||
Management | Washup meeting | Dissection of production, running and results of campaign, lessons learned, etc | Clement | TBC | |
Directorate meeting | Results of campaign | Clement | TBC | ||
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 | Alex | April | |
MSG Site | Blog post about the benefits of strength training on stroke recovery and embedded videos | Ashley | TBC | ||
MSG Site | Blog post about the importance of stability exercises with embedded videos | Ashley | TBC | ||
MSG Site | Blog post about the importance of stamina exercises with embedded videos | Ashley | TBC | ||
MSG Site | Blog post about the importance of flexibility exercises with embedded videos | Ashley | TBC |
Open actions
For stakeholder communications pro tips from Atlassian teams visit: https://www.atlassian.com/team-playbook/plays/stakeholder-communications-plan
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