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KEEPING COMMUNICATIONS
AGILESherrilynne Starkie
PresidentThornley Fallis Communications
www.thornleyfallis.com
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@sherrilynne
PRESENTATION OVERVIEW
A Look Back
Today’s Media Environment
What is Agile Communications Development
Case Studies and Examples
Replacing R.A.C.E
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R.A.C.E
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Evaluation
Communication
Analysis
Research
IS THE R.A.C.E METHOD STILL RELEVANT?
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Proposed by John E. Marston in 1963
A four-step method for communications planning
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TODAY’S MEDIA LANDSCAPE
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WHAT IS ADAPTIVE PLANNING?
Continuous • The world is constantly changing
• Take advantage of schedule advances • Keep options open
Release early and often• The more often you deliver, the more often you change
• Think small, interactive actions will improve campaign momentum
• Discover interdependencies
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ADAPTIVE PLANNINGWe are helping the United Association of
Canada to effect a cultural change
A hundred years of tradition
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WHAT IS EVOLUTIONARY DEVELOPMENT?Goal Driven
• Articulated as a SMART goal• Often underpinned with smaller objectives
• Goals and objectives remain fixed, while strategies and tactics shift
Creative/Collaborative• Problem solving discussions, brainstorm sessions
• Subject matter experts, creatives, analysts, technologist, more
• Ideas are formulated and tested
Consultative, feedback driven• Stakeholders are consulted often
• Social media and web data is analysed constantly
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EVOLUTIONARY DEVELOPMENT
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To make Canada a global centre for innovation GM had to gain Canadian stakeholder support for the idea
100 top engineers recruited in one year
A YEAR INTO THE CAMPAIGN, THIS
HAPPENED
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HOW TO DELIVER EARLY &
IMPROVEThe ‘Big Launch’ is redefined and may not be the start of a campaign
• A ‘launch’ event or news release might come a third of the way into program
• Reach might be extended in second phase or wave of activity• A website might be launched and left unpromoted for a period
• Content might be published within a closed group
Delivering before launch provides insights to get things right
• Testing messages via Twitter• Sponsoring content on Facebook
• Trialling tags and keywords
Is not risk free
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DELIVERING EARLY
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DELIVERING EARLY
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WHAT IS RAPID RESPONSE?
A solid foundation of policies, procedures, guidelines allows flexibility, agility and responsiveness
Ideas, tactics and strategies can be adjusted on the fly. Changes made and retested in almost real-time
ROI increases as rework is reduced and targeting is honed
Analytics provide actionable insights• Granular data
• Measurable goals
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RAPID RESPONSEGovernment organisations often struggle with
flexibility and responsiveness when it comes to communications
We helped the International Development Research Centre (IDRC), a crown corporation through these
issues
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REPLACING R.A.C.E.
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Analyze
Adjust
Communicate
Analyze
Adjust
Communicate
Analyze
Adjust
Communicate
QUESTIONS
Sherrilynne StarkiePresident
Thornley Fallis CommunicationsSmart Communications for Smart Organizations
www.bulldogreporter.com#BDRinsights
@sherrilynne