Strategic Comm. Plan Template

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Strategic Communications Plan Template
Mission Statement

20- to 25-Word Organization Description

Program Goals

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Strategic Communications Plan Outline
Step One: Conduct a Situation Analysis A. Examine the External Environment B. Examine the Internal Environment C. Strengths, Weaknesses, Opportunities, Threats D. Analyze the SWOT Step Two: Connect with Your Audience A. Audience Identification B. Audience Profile C. Select Priority Audiences Step Three: Communications Objectives Step Four: Tailor Messages A. Persuasive Messages B. Put a Human Face on the Work Step Five: Develop Appropriate Strategies and Vehicles A. Evaluate Strategic Options B. Evaluate Existing Vehicles and Strategies C. Develop New Strategies and Vehicles Step Six: Evaluate Your Efforts A. Strategy for Evaluation B. Develop Outcome Measures Step Seven: Create a Timeline and Budget A. Develop a Calendar B. Communications Budget Sheet

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Step One Conduct a Situation Analysis
A. Examine the External Environment

Demographic Force: Who are the primary groups that benefit from the organization? Has there been a shift or change in the populations or the makeup of the communities you serve? If yes, what does that mean? If no, is that cause for alarm?

Economic Forces: What are the sources of revenue for the organization? Is the financial base sufficiently diversified? How do donors perceive the organization, and what does that mean for its financial future (consider government funding, foundations, and corporate contributors)? Is the economy shifting in ways that will cause a growth or a decline in demand for services from the populations we serve?

Technological Forces: What are the latest trends in business technology that might allow the organization to be more effective? What are the latest products or trends in online technology that could impact the work: program development, technical assistance, volunteer recruitment, training, education, and so on? How will recent trends impact the organization? Does the organization need to improve its technology to create better products, improve services, and/or conduct more cost-effective advocacy efforts?

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Political Forces: How do current political priorities influence the organization and its work? What will be on the national, local, and state political agenda this year? Could it affect the organization or the populations it serves? If the winds blow our way, what can we expect? If they go against us, what is the worst that can happen? Is there something we are not seeing?

Social Forces: What social or cultural trends are occurring in the community, in the state, in the nation? What does this mean for the organization and its work? What social or cultural values are embraced by the constituents that we serve? Have these values changed recently? If so, why? Does that impact the organization’s relationship to its constituents? What is the mood of the nation? the community? What is the latest fear in society? What is the latest demand? What is the latest hope or solution being talked about? How could these fears, demands, and hopes impact the organization and its work?

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B. Examine the Internal Environment

Management Objectives: Is there a strategic plan that guides the work of the organization? Are there clear management objectives? Are staff members aware of the management objectives of the organization and what that means for their job performance? How do they relate to program objectives? Has the organization defined what each management objective means and why it is important for the organization’s success? Are there mechanisms for...
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