CONTENT PLAN • Editorial and production calendar • Distribution and promotion flow • Call to action CONTENT PRODUCTION • Create, commission or curate? • Production timescales • Asset acquisition DISTRIBUTION • Cross-platform distribution • Repurposing and reframing • Third party influencer outreach MONITORING • Owned content and channel monitoring • Third party platform monitoring • Response MEASUREMENT AND EVALUATION • Content • Platforms • Goals REFINEMENT AND REVISION • Understand • Adjust • Explain GOALS AND OBJECTIVES • Organisational goals • Communication goals • Baseline testing and measurement AUDIENCE (RESEARCH) • Channels, platforms and usage • Wants, needs, distractions and motivations • Their relationship with you CONTENT STRATEGY • Overarching approach to all content • Positioning and messaging • Style, tone, voice RESOURCE • Budget • Team and skills • Management buy in approach GOVERNANCE • Quality control and approval workflow • Content ownership • Guidelines and training CHANNELS AND PLATFORMS • Selection and build • Channel marketing plan • Channel ownership CREATING COMPELLING ALUMNI COMMUNICATIONS BUILDING YOUR CONTENT STRATEGY What do you want your alumni to think, feel & do MAKE IT ABOUT THEM What do you want to say? What do they want & need from you? What do they want and need in the rest of their lives? Great alumni communication adds value to our audiences’ lives by putting them and their needs at the heart of your content planning. It doesn’t just talk about “us” Successful communication relies on creating great content. So, what makes great content? Evokes empathy Oﬀers relevance Aligns with their interests Topical Timely Funny Controversial Fun Playful Prompts surprise Challenges Educates Entertains Forms connections Makes them feel good Saves them time Helps them do something better Makes them more successful Is from a credible source Well produced Concise Captivating Amazes them Inspires them Has clarity Evokes nostalgia SEGMENTING ALUMNI AUDIENCES Sometimes we need to segment our audiences to make our communications more relevant to them. How can we do this? • Age • Gender • Year of graduation • Course • Department or faculty • Hall of residence • How “engaged” they are • Interests or hobbies • Clubs or societies • Profession • Work sector • Seniority • Where they live • Where they work • Aspirations • Attitudes to you • Political views • Social connections • Levels of influence • Propensity to give • Family circumstances • Cultural diﬀerence • Personal motivations • Salary level Excellent planning is the key to successful alumni communication. To cut through the noise, your communication needs to add value to your audiences’ lives. This wall chart produced by Pickle Jar Communications sets out some of the important things to consider as you strive to plan compelling alumni communications, and create content that gains attention and action. www.picklejarcommunications.com ?

Alumni Communications

Download PDF Report

Upload
pickle-jar-communications
View
206
Download
0

Tags:

Embed Size (px)

Citation preview

CONTENT PLAN •  Editorial and production calendar •  Distribution and promotion flow •  Call to action

CONTENT PRODUCTION •  Create, commission or curate? •  Production timescales •  Asset acquisition

DISTRIBUTION •  Cross-platform distribution •  Repurposing and reframing •  Third party influencer outreach

MONITORING •  Owned content and channel monitoring •  Third party platform monitoring •  Response

MEASUREMENT AND EVALUATION •  Content •  Platforms •  Goals

REFINEMENT AND REVISION •  Understand •  Adjust •  Explain

GOALS AND OBJECTIVES •  Organisational goals •  Communication goals •  Baseline testing and measurement

AUDIENCE (RESEARCH) •  Channels, platforms and usage •  Wants, needs, distractions and motivations •  Their relationship with you

CONTENT STRATEGY •  Overarching approach to all content •  Positioning and messaging •  Style, tone, voice

RESOURCE •  Budget •  Team and skills •  Management buy in approach

GOVERNANCE •  Quality control and approval workflow •  Content ownership •  Guidelines and training

CHANNELS AND PLATFORMS •  Selection and build •  Channel marketing plan •  Channel ownership

CREATING COMPELLING ALUMNI COMMUNICATIONS

BUILDING YOUR CONTENT STRATEGY

What do you want your alumni to think, feel & do

MAKE IT ABOUT

THEM What do you want

to say?

What do they want

& need from you?

What do they want and need in the rest

of their lives?

Great alumni communication adds value to our audiences’ lives by putting them and their needs at the heart of your content planning. It doesn’t just talk about “us”

Successful communication relies

on creating great content.

So, what makes great content?

Evokes empathy Offers relevance

Aligns with their interests Topical Timely Funny

Controversial Fun

Playful Prompts surprise

Challenges Educates

Entertains Forms connections

Makes them feel good Saves them time

Helps them do something better Makes them more successful

Is from a credible source Well produced

Concise Captivating

Amazes them Inspires them

Has clarity Evokes nostalgia

SEGMENTING ALUMNI AUDIENCES Sometimes we need to segment our audiences to make our communications more relevant to them. How can we do this?

•  Age

•  Gender

•  Year of graduation

•  Course

•  Department or faculty

•  Hall of residence

•  How “engaged” they are

•  Interests or hobbies

•  Clubs or societies

•  Profession

•  Work sector

•  Seniority

•  Where they live

•  Where they work

•  Aspirations

•  Attitudes to you

•  Political views

•  Social connections

•  Levels of influence

•  Propensity to give

•  Family circumstances

•  Cultural difference

•  Personal motivations

•  Salary level

Excellent planning is the key to successful alumni communication. To cut through the noise, your communication needs to add value to your audiences’ lives. This wall chart produced by Pickle Jar Communications sets out some of the important things to consider as you strive to plan compelling alumni communications, and create content that gains attention and action.

www.picklejarcommunications.com