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Department goals:

  • Clear internal communication with all staff and volunteers about plan for and goals of the campaign

  • Generate interest and engagement with beneficiaries 

Outward facing goals:

  • 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

  • Yammer (All Company)

  • Intranet (News article / Blogs)

  • Your week (weekly bulletin)

  • Associate Directors weekly email

Volunteers

  • Monthly digital newsletter (8-16th)

  • Intranet (News - different from staff)

Stroke group network

  • SA support group newsletter

  • Independently run group newsletter

Beneficiaries

Under our control

  • My Stroke Guide site (Blog, News, & Video library)

  • YouTube (MSG)

  • My Stroke Guide forum (Getting active after stroke)

  • 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)

Communications team

  • External comms brief / email

Management (directorate)

  • Teams

  • Jira updates

  • Washup meeting

  • Customer care meeting

Key communication points / messages

Audience

Key message

Supporting message

Call to action

Secondary call to action

Beneficiaries

Being active is a great way to improve overall health throughout your recovery. It can help improve mood and increase energy levels. It can also help reduce the risk of another stroke.

Working with the charity A Stroke of Luck, who specialise in exercise-based recovery for stroke survivors, the videos offer three levels of difficulty and cover different aspects of movement.

You can watch each weekly video by visiting our page on My Stroke Guide. (add hyperlink)

 

You can also subscribe to the My Stroke Guide YouTube channel

Supporters

The Stroke Association have teamed up with the charity A Stroke of Luck, who specialise in exercise-based recovery for stroke survivors, to produce a stroke-specific 4-week programme of short videos to help people who have had a stroke be more active at home.  

The videos offer three levels of difficulty and cover different aspects of movement.

You can share the videos  by visiting My Stroke Guide YouTube channel.

 

Help us to create more resources that help people affected by stroke to rebuild their lives. stroke.org.uk/donate

Professionals

The Stroke Association have teamed up with the charity A Stroke of Luck, who specialise in exercise-based recovery for stroke survivors, to produce a stroke-specific 4-week programme of short videos to help people who have had a stroke be more active at home.  

The videos offer three levels of difficulty and cover different aspects of movement. Each video is led by a qualified physiotherapist and includes written coaching notes to emphasise points to work on.

An introduction video explains how the videos work and how stroke survivors can assign themselves to a level of difficulty. There is also a video for carers to help them feel confident in supporting the person who has had a stroke.  

If your patients are looking for support and encouragement to keep active, please share these videos. Visit our page on My Stroke Guide. (add hyperlink)

 

 

You can also subscribe to the My Stroke Guide YouTube channel.

 

Our people, incl. volunteers

The Stroke Association have teamed up with the charity A Stroke of Luck, who specialise in exercise-based recovery for stroke survivors, to produce a stroke-specific 4-week programme of short videos to help people who have had a stroke be more active at home.  

The videos offer three levels of difficulty and cover different aspects of movement. Each video is led by a qualified physiotherapist and includes written coaching notes to emphasise points to work on.

An introduction video explains how the videos work and how stroke survivors can assign themselves to a level of difficulty. There is also a video for carers to help them feel confident in supporting the person who has had a stroke.  

Help rebuild lives, and share this 4-week programme with our audiences. Go to mystrokeguide.com/news (suggest sign post people to the main site)

You can also share the My Stroke Guide YouTube channel

Stroke of Luck communication/action plan

Date

Phase

Audience

Channel

Message Content

Lead

Production

Internal comms

Email

Submit two Intranet articles for announcement detail of programme

  • Volunteer

  • Staff

Alex

Production

Social media marketing

Meeting

Submit brief

  • Work with Social Media team to plan an organic social media campaign (if they're on board)

Lisa/Alex/Ashley

Production

Stroke.org team / Web Support

Meeting

Discussion about updating org.uk pages / news

Lisa/Alex/Ashley

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 Forum - Exercise category

We want your opinion, what do you think of this video?

[short preview of the video]

Add a poll

Alex/Ashley

Production

Beneficiaries (Under our control)

MSG Newsletter

Looking forward to exercise videos using the below

Lisa

Week -1

Staff

Intranet - News article

Publishing announcement and details of programme

Internal comms

Week -1

Volunteers

Intranet - News article

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”, SA Support Group newsletter, Independent group 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

Week 0

Stroke group network

Monthly digital newsletter

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

Update website links

Lisa/Websupport/Alex/Ashley

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

Could be a different week

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

(write) Alex / Ashley

(post) 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

Yammer - All company

Results of the campaign (mini report)

Clement

Post / During Washup

Staff

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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