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.
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 | Available options |
|---|---|
Staff |
|
Volunteers |
|
Beneficiaries | Under our control
Outside our direct control
|
Comms team (Marketing / Social Depts) |
|
Management (directorate) |
|
Key communication points / messages
Stroke of Luck Communication Plan
Date | Phase | Audience | Channel | Message Content | Lead |
|---|---|---|---|---|---|
Production | Internal comms | 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) | ||
Production | Beneficiaries (Under our control) | MSG Site - blog | Production process reflection: why exercise is important in recovery, working with ASL again, etc  | Alex | |
Production | Beneficiaries (Under our control) | MSG Newsletter | Looking forward to exercise videos using the below  | Lisa | |
Week -1 | Staff (and Volunteers) | Intranet - News | Publishing announcement and details of programme | Internal comms | |
Wednesday | Week -1 | Internal comms | Request for inclusion in “Your week”
| Ashley | |
Week -1 | Internal comms | Request for inclusion in “Monthly digital newsletter” | Ashley | ||
Thursday | Week 0 | Beneficiaries (Under our control) | MSG Forum - announcements | Excited about programme starting next week, here is the schedule | Ashley |
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 | Link to Intranet article, relying announcement and details of programme | 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 schedule Make sure this links to YouTube playlist and MSG landing page | Ashley |
Monday | Week 1 - Strength | Beneficiaries (Under our control) | MSG Site - News | Announcing the start of the Campaign - this will be the main landing page | Alex |
Monday | Week 1 - Strength | Beneficiaries (Under our control) | MSG Site - Video library | Videos added | Alex |
Monday | Week 1 - Strength | Beneficiaries (Under our control) | MSG YouTube - Videos | Videos added (CTA - End Cards / Description) | Alex |
Monday | Week 1 - Strength | Beneficiaries (Under our control) | MSG YouTube - Post | Announce start of the 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 | Week 1 - Strength | Beneficiaries (Outside our control) | Stroke.org | 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 | Week 1 - Strength | Beneficiaries (Outside our control) | Stroke of Luck | TBC | 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 | Alex |
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 |
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) | |
Week 2 - Stability | Beneficiaries (Outside our control) | Stroke of Luck | TBC | 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 | |
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) | Ashley |
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 | |
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) | |
Week 3 - Stamina | Beneficiaries (Outside our control) | Stroke of Luck | TBC | ASL | |
Monday | Week 4 - Flexibility | 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 |
Friday | Week 4 - Flexibility | Beneficiaries (Under our control) | MSG YouTube - Post | Post to say the campaign is over, but you can find all the videos on this playlist (link) | Alex |
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 |
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 | Amy / Lindsay | |
Friday | Week 4 - Flexibility | Beneficiaries (Outside our control) | Social media organic | Sharing of the completed video library and/or playlist page | |
Week 4 - Flexibility | Beneficiaries (Outside our control) | Stroke of Luck | TBC | ASL | |
Post / During Washup | Staff (and volunteers) | Yammer - All company | Results of the campaign (mini report) | Clement | |
Post / During Washup | Staff (and volunteers) | Intranet | Blog post reflecting on production and results of campaign  | Alex | |
Post / During Washup | Management | Washup meeting | Dissection of production, running and results of campaign, lessons learned, etc | Clement | |
Post / During Washup | Management | Directorate meeting | Results of campaign | Clement | |
+2 weeks | Post / During Washup | Beneficiaries (Under our control) | MSG 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 | Post about the benefits of strength training on stroke recovery and embedded videos | Ashley |
+2 months | Post / During Washup | Beneficiaries (Under our control) | MSG Site - Blog | Post about the importance of stability exercises with embedded videos | Ashley |
+3 months | Post / During Washup | Beneficiaries (Under our control) | MSG Site - Blog | Post about the importance of stamina exercises with embedded videos | Ashley |
+4 months | Post / During Washup | Beneficiaries (Under our control) | MSG Site - Blog | Post about the importance of flexibility exercises with embedded videos | Ashley |
For stakeholder communications pro tips from Atlassian teams visit: https://www.atlassian.com/team-playbook/plays/stakeholder-communications-plan
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