Communication Strategy & Media Plan

Transcription

1 Communication Strategy & Media Plan

2 Purpose of this document Objectives Considerations Target audiences Channels and media partners Messaging framework Approach Phases Communication & Media Plan Contents

3 Purpose of this document To lay out the framework for communicating Rotary Family Health Days in 2016

4 Special Notes Partners working together as one to develop augmenting plan and all partners will use their media contacts for this campaign ongoing By the time the roadshows and national comms meetings commencing 26 th plan will be updated for presentation Radio leaflets flyers in all languages Web site constantly updated with info and flagging Updates will be done on PP template

5 Objectives To persuade community members to attend the Rotary Family Health Days To raise awareness of the partnership To encourage interested parties to get involved with Rotary Family Health Days To reinforce positive relationships with all stakeholders

6 Considerations What worked in 2015 and what did not word of mouth is the major driver of awareness. Distribution of posters and leaflets is a challenge. Sponsors how low key do they want to be? How do the health days tie into their other activities? Integration into DOH overall communication plan Media partners SABC, community papers, media24, Independent, etc. Opportunities for volunteers to get involved Touchpoints which message when and where?

7 DOH framework The Power of Knowing as a strategic thrust fits in well with the screening focus of RFHD including Girls and Young Women campaign Clear call to action the role of RFHD comms will be to get to the sites, while DOH will provide the overall healthy lifestyle communication context Work with DOH on finding health hotspots

8 Messaging Primary Call to action: Come to the Rotary Family Health Days to get your family s health sorted one time Get screened and enjoy The Power of Knowing Selected DOH messages to be incorporated into RFHD radio and posters Detail of health services available Secondary RFHD an example of a successful partnership between gvt and private sector Get involved and make a real difference Fourth year it has run Statistics on how many people it aims to reach/ how many sites

9 Touchpoints Primary Radio Posters Schools Community leaders (word of mouth) Community press Secondary Print and online Social media PR via radio, print

10 Approach Focus most of communication activity on secondary audience (risk of wastage if we talk to the primary audience too far in advance of the event) Incorporate key DOH messaging into our communications leverage DOH resources to maximize reach in target communities Use the opportunity to position RFHD consistently as positive gvt/ private sector partnership Inspire volunteers to get involved by doing something more than desktop activism

11 Phases Call for volunteers (July onwards) Announcement of sites (end August) Call for community members to attend (mid September onwards) Post event assessment (mid October onwards)

12 Call for Volunteers Timing: August onward Target audience: secondary Messages: Perfect opportunity to get involved in something positive Successful public/ private partnership Makes an impact on the lives of those who need it most Contact Rotary to get involved

13 Announcement of Sites Timing: End August (once sites are confirmed) Target audience: secondary Messages: These are the sites for 2016 (local media to focus on locally relevant information) How this aligns with DOH programmes How you can get involved

14 Call to Action Timing: Mid September onward Target audience: primary Messages: Come to the RFHD events Dates List of services Where to find more information

15 Post Event Assessment Timing: End October Target audience: secondary Messages: Number of people reached Success of partnership Reiteration of commitment to the event

16 Next steps Share the 2016 media plan with Gvt. by 27 th July and Rotary media training by 13 th of August Input form DOH and partners on Media Plan July / August Allocate champions per touchpoint/ channel Draft press releases for each phase Update the Web site Schedule training sessions with Rotary steering committee members Confirm Spokespeople Introduce allocate social media specialist Jayakumar JS

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18 Communication & Media Plan Posters, Flyers & Ads Update designs of all creatives Confirm the NDOH call centre number Site identification number(ussd) to be confirmed and be active before publication of adverts in media Distribute to various media houses Radio adverts - translations and recording as well as schedule for broadcast Print poster and place on web site for downloads

19 General information Posters All posters could be printed in A2 size All 11 Official Languages Creatives can be printed in colour or black & white Flyer A4 / A5 for distributions part of the awareness campaign call to action! Districts / Clubs to download and print own promotional material as per their dedicated budget allocation

20 Sample Posters

21 Advert Advertising campaign Media schedule provided by each media house SABC, Caxton, Media24, Independent, Y FM, Primedia, NCRF, Rotary Africa, etc. Budget: As agreed on by each partner

22 Radio Adverts Y FM to facilitate the recordings SABC handling the majority of the radio campaign Schedule will be provided Budget paid by media partners

23 T-Shirts T-shirts for Rotarians working on event days Bibs for volunteers at the launch site Designs approved by Partners Amount depends on budget allocation Official Launch Site at Rustenburg(North West Province)

24 Volunteer T-Shirt and Cap

25 Press Release and Facts Sheet Bios of Partners in Press Packs Template with boiler plate supplied by Partners Press Release folder for all media houses included: Press Release, Spokesperson List, Final Site List, Facts Sheet, Site plan Biography of Partners as well as Alicia Michael, Sue Paget and Annemarie Mostert Editors and Media given Rotary representative contact person of each province for interviews All Media houses listed on the GCIS media list 2016 will receive press releases of RFHD 2016

26 Radio Schedules Interviews: Designated RFHD spokespersons National and local radio station interviews President of RFHA Inc., Ms Alicia Michael Southern African Program Director, Sue Paget RFHA Media team Annemarie Mostert All Partners

27 SABC Schedules Schedule supplied by SABC Foundation SABC TV1 SABC TV2 SABC TV3 All Radio station broadcasts Interviews: TBC

28 Media schedule Request content scheduling from each partner and media house for RFHD 2016 Media campaign starts 8 weeks prior to the event Follow the phase roll out Intensify and mobilise the week of the event The week after the event Clubs urged to mobilise fellow Rotarians Opportunity to grow Rotary membership Media Team to populate social media platforms to generate overall awareness for campaign

29 How to use the website rfha.org.za Find everything you need to know as a site coordinator under the Site Coordinators tab on Here you will find: Artwork/adverts Partners details Key contacts Updated information related to RFHA Due to sensitive info, entry into this section is protected by a universal password which we will supply to you. Please request from media team

30 #RFHD Create. Post. Share. Media Team, Rotarians and Photographers to be the REPORTERS on the ground. We re live on social media, join in the action! on Twitter Like us on Facebook at invite your club members and friends to like us too. Share your photos and best #RFHD moments on your own social media news feeds, and help us to track your posts and tweets by including #RFHD in the text. Example tweet: I m to help get SA s health sorted one time. #RFHD watch the trailer

31 Your Photos and Articles Submit your photos on Instagram or at rfha.org.za/ under Upload your RFHD pics and Stories here You may also submit a short article. 120 sites, volunteers, what was your best moment?

32 Press Kit on rfha.org.za Invite your local community newspaper to a site nearest to you! Don t send files more than 2MB to the media, rather send them an invitation or short cover letter with the link to the Press Kit section of Here they will find the latest: Press releases Hi-res pictures Spokespersons Biography Partner summaries Media Contact Lists Contact PR Officer Please clip press articles, making note of date and publication, and send to Jayakumar@rfha.org

33 PR/MEDIA REPRESENTATIVES Steering Committee Heads and their dedicated appointed PR/Media representatives for RFHA will ensure updates and local stories are fed through to the RFHA media team

34 Final Structure

35 Q & A?

36 THANK YOU Click on the links in this presentation and get connected with RFHD online. Do it now! THANK YOU FOR YOUR SUPPORT AND DEDICATION. TOGETHER WE ARE MAKING A DIFFERENCE AS ROTARY SERVING HUMANITY