Institute for Democratic Education in America March 20, 2014
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Institute for Democratic Education in AmericaMarch 20, 2014
Today’s Agenda
Situational AnalysisWebsite
Situational Analysis“A Year at Mission Hill”
Situational AnalysisSocial Media
Situational AnalysisNewsletter
Situational AnalysisBlog
Situational AnalysisExternal and Internal Communications
Research Overview
•Comparable Organizations
•Stakeholder Interviews
Key Messages• Brand Purpose: To be a trusted leader in the advancement of
democratic education around the country.
• Brand Promise: IDEA promises to showcase the highest quality, most practical tools to support educational change that fosters a healthy democracy.
• Mission: Mobilizing action to advance meaningful learning and build a more just and sustainable democracy.
• Vision: To advance the implementation of core democratic values - ‐ human rights, collaboration, and equity - in education in America ‐ so that young people have the skills and tools needed to solve the challenges of the 21st century.
Target AudiencesPrimary Audiences
•Policy Makers•Administrators, Teachers, Teacher’s Unions, PTA’s•Peer Network
Secondary Audience•Parents
Communications PlanGoal 1
Lead, support, and encourage a national conversation about democratic education.
Objective 1
Establish IDEA as the as a go-to online gathering place for dialogue, tools and other for democratic education.
Goal 1
Lead, support, and encourage a national conversation about democratic education.
Objective 1
Establish IDEA as the as a go-to online gathering place for dialogue, tools and other for democratic education.
Communications PlanStrategy 1A
Refresh the IDEA website to make your content targeted, relevant, actionable and shareable.
Strategy 1B
Update your blog strategy to better serve your targeted audiences by providing information, resources, and tools that help solve problems and engage others in conversation.
Strategy 1C
Publish a weekly e-newsletter to share ideas, exchange information, and build community with targeted audiences.
Strategy 1A
Refresh the IDEA website to make your content targeted, relevant, actionable and shareable.
Strategy 1B
Update your blog strategy to better serve your targeted audiences by providing information, resources, and tools that help solve problems and engage others in conversation.
Strategy 1C
Publish a weekly e-newsletter to share ideas, exchange information, and build community with targeted audiences.
Communications PlanStrategy 1D
Overhaul your social media accounts to better target your audiences, engage others, and deliver your messages and calls to action.
Strategy 1E
Convene a national conference to energize and promote the national dialogue about democratic education.
Strategy 1F
Invest in communications research and infrastructure in order to better understand and serve your target audiences.
Strategy 1D
Overhaul your social media accounts to better target your audiences, engage others, and deliver your messages and calls to action.
Strategy 1E
Convene a national conference to energize and promote the national dialogue about democratic education.
Strategy 1F
Invest in communications research and infrastructure in order to better understand and serve your target audiences.
Communications PlanGoal 2
Increase understanding of IDEA’s mission and work, strengthen relationships with targeted audiences, and build new ties with policymakers and other leaders.
Objective 2
Strengthen awareness and understanding of your mission by delivering strong, consistent messages, research the needs and interest of target audiences, and build relationships with local leaders.
Goal 2
Increase understanding of IDEA’s mission and work, strengthen relationships with targeted audiences, and build new ties with policymakers and other leaders.
Objective 2
Strengthen awareness and understanding of your mission by delivering strong, consistent messages, research the needs and interest of target audiences, and build relationships with local leaders.
Communications PlanStrategy 2A Make use of messages identified in the IDEA Brand Book a routine part of all internal and external communications.
Strategy 2BConduct a survey of IDEA’s existing online audiences.
Strategy 2C Conduct a series of focus groups to identify target audience’s problems, needs, and demographics.
Strategy 2D Build strong relationship with 10 policy makers in key geographic areas by third quarter of 2015.
Strategy 2A Make use of messages identified in the IDEA Brand Book a routine part of all internal and external communications.
Strategy 2BConduct a survey of IDEA’s existing online audiences.
Strategy 2C Conduct a series of focus groups to identify target audience’s problems, needs, and demographics.
Strategy 2D Build strong relationship with 10 policy makers in key geographic areas by third quarter of 2015.
Communications PlanGoal 3
Support the advancement of democratic education by collecting and sharing the stories of teachers, organizers, administrators and peer groups.
Objective 3
Share at least 10 success stories in 2014.
Strategy 3
Curate stories from storytellers, organizers, administrators, teachers, and peer groups.
Goal 3
Support the advancement of democratic education by collecting and sharing the stories of teachers, organizers, administrators and peer groups.
Objective 3
Share at least 10 success stories in 2014.
Strategy 3
Curate stories from storytellers, organizers, administrators, teachers, and peer groups.
Timeline & Budget2014
Invest in communications. Clean up channels. Streamline communications.
2015
Make communications consistent and content valuable. Target audiences and build relationships.
2016-2017
Host annual conferences. Use communications as a foundation to launch new projects and ideas.
Evaluation• Track metrics and audience growth.• Survey your audiences.• Measure effectiveness of strategies and tactics by tying them back
to your organization’s strategic goals.
ConclusionThe Institute for Democratic Education in America has the passion, voice and network to effect greater change in the movement towards a more democratically educated America. This organization is founded in honorable beliefs that value humility, kindness, authenticity, positivity, and collaboration.
The next step is for IDEA to amplify its messages, create greater change on the ground, and share its successes with key audiences that can continue to invest in the work, the movement, and the process towards better education for all. This communications plan creates a roadmap to accomplish this.
Next StepsThis plan was prepared for the Institute for Democratic Education in America by Prichard Communications. Our team enthusiastically supports your mission and your work. Please contact me with any questions or to consult with us for training or implementation. Thank you for the opportunity to support such a worthy organization.
Jessica Williams Account Director Prichard Communications
[email protected] 503-517-2773 ext. 6
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