S

2010 Communications

Plan

CWMTF Board Retreat

February 14, 2010

Presentation Overview

Goals and Objectives

Challenges

Messages

Targets

Plan Overview and Elements

Implementation

Communications Team:

Lisa Schell

Richard Rogers

Sarah King

Damon Tatem

Cherri Smith

Tom Jones

Christopher Fipps

Plan Objectives

Objectives

Increase awareness of the link between protected water supplies, land conservation and the economy

Objectives

Increase understanding of how critical clean water and grants made by CWMTF are to the economy of North Carolina and its recovery.

Objectives

Increase awareness of the importance and need for CWMTF and its continued funding during economically challenging times.

Challenges

Unstable Fiscal Climate

Changing Traditional News Industry

Challenge #1:Fiscal Climate

Early revenue projections mixed at best

Clearer picture of the state’s revenue situation will likely not be available until after February

Perception: land acquisition is a luxury in this economy

Challenge #2: Changing News Industry

Traditional media is NOT the same

Economic Impacts on News Industry

Massive mergers leading to heavy debt loads

Decrease in revenues because of the recession

Changes in the way consumers get their information

Or…Why Things Aren’t Getting Covered the way They used to

Rise of the Net:The Digital Divide Narrows

By the end of 2007, 83.3% of all households in NC have access to high speed internet service

Nearly 80% of all rural households now have access

North Carolinians are using the net in record numbers

2004: 71% of NC adults reported using the net at home

Source: N.C. Rural Internet Access Authority

Rise of the Net: Impact on Traditional News Media

Source: Pew Research Center for the People and the Press

NC Papers Hit Hard

Charlotte Observer – 82 Jobs

News and Observer – 41 Jobs

Asheville Citizen – 60 Jobs

Winston Salem Journal – 23 Jobs

Va Pilot – 70

Fayetteville Observer – 18

Wilmington Star - 36

Over 500 Jo

bs Lost

in 2009 in N

ewspapers

AloneSources: “Paper Cuts-Newspaper Buyouts and Layoffs,” www.wewereprint.com; News-Cycle; The AP Layoff List – Gawker.com; The N&O; WRAL

End Result:

More Difficult to get positive attention the “Old Fashioned Way”

CWMTF’s MessagesWhat we want to say to the public about our program

The Communications Plan is a strategy to communicate these key points

Messages

Clean water investments are just as critical to protecting our economy as they are to our environment.

Messages

There is still more to be done to protect NC’s water quality. Despite the economic challenges the state still faces, we cannot lose sight of that.

Messages

All of CWMTF’s projects play important roles in protecting North Carolina’s economy.

Messages

CWMTF must be in a position to resume its legislatively mandated goals for protecting the state’s water quality.

Targets

General Public

News Media

Legislators

Policy Makers

Meeting the Plan Objectives

Traditional News Media

New Media

Events and other Collaborations

Legislative Outreach

What We’re Doing Now

Trustee Op-Eds

Charlotte Observer

Winston-Salem Journal

Asheville Citizen Times

Tri-County Area/Foothills

Goldsboro

Op Eds

Op Eds

Op Eds

What We’re Doing Now

Field Rep Community Outreach Local planning meetings environmental

organizations County Commission meetings Workshops Regular contact with local leaders,

engineering firms, consultants RC&D functions, Soil and Water meetings

What We’re Doing Now

What We’re Doing Now

New Media

Web Site redesign

1 in 5 adult net users use Twitter, Facebook or other social networking service to keep tabs on friends and interests.*

*Pew Research Center, Internet and American Life Project, 12/27/09

Web Site Re-design

Web Site Re-design

Traditional news releases

Stories in stakeholder newsletters

Public Events/Tours Use of New Media

Project Promotion

Target projects with regional significance and or anniversaries. Promote their successes via:

Collaboration Opportunities

Promote completed projects

Reinstate practice of holding public celebratory events

Investigate and take advantage of other publicity opportunities where CWMTF has an association

Stakeholder Forums

Plan and hold regional meetings to: discuss needs, challenges, etc. in

face of current conditions Grantees, environmental community,

local leaders, public INVITE LOCAL LEGISLATORS.

Legislative Outreach

Meetings with legislative leadership in Raleigh

Meet with local legislators in their home counties to discuss projects and impact of CWMTF

Lobby Day

ERC Report

Annual Report

New Media

Create a CWMTF blog

YouTube and Flickr Sites for Project Photos, etc.

Take advantage of other FREE online promotional opportunities

Timeline for Plan Implementation

Web/New Media –Ongoing

Events/Outreach – Spring

Annual Report –In progress

Legislative Outreach –Now through session