START HERE! Communications Toolkit

Communications Plan—TEMPLATE

The goal of the entire Communications Plan Toolkit is to help you create a communications plan specific to your organization and all of its unique elements. To maximize the value of this Toolkit:

  • Save this document to your computer now.
  • Use it as a worksheet as you review and process the Toolkit: deleting rows/tasks that aren’t a fit for your organization, editing others, and creating whole new ones that come to your mind.
  • Recognize that if your organization cannot use e-mail or an Intranet system as a primary vehicle to reach your associates, you’ll need to adjust the “Distribution Vehicle(s)” to include newsletters, memos, bulletin boards, etc.

Week of / Responsible Party / Distribution Vehicle(s) / Content/Purpose / Notes
TARGET: [MONTH] [DAY], 2011 [INITIAL/PRIMARY WALK DATE(S)]
In Advance / Communications Plan / Set calendar for Key Steps of plan / Guidance based upon Toolkit and your organization’s contemporaneous activities
In Advance / E-mail address / To facilitate communications specific to Walk to End Alzheimer’s™ / IT division to create: ALZ@[Organization].[com or org]
In Advance / Internal protocol / File or report planned communications to meet required policies, if any
In Advance / Customer-related protocol / File or report planned communications to meet required policies, if any
In Advance / Industry or business partner protocol / File or report planned communications to meet required policies, if any / Be sure they check their respective organizational policies and protocol

ANNOUNCE (RECRUIT minus 0 days up to 12 weeks)

Senior leader meeting, call, or memo / Share National Team commitment and the expectation of their support/participation / Send early enough to allow sufficient time/notice to facilitate their involvement in the announcement launch
Senior Leaders / Declare senior leadership support to associates / Coordinate/order ALZ/purple clothing or accessories
Launch event / Alert all to National Team commitment and declare senior leadership support / Existing gathering or one specifically created for the occasion; invite ALZ rep.
Launch action / Alert all to National Team commitment / Ex: Purple lighting or water in fountain; Walkballoon placement; etc.
Install signage / Denoting National Team commitment / Banners, Facts placards, etc. available for order through Alzheimer’s Association
“Talking points” reference cards / Prepare front-facing personnel for season-long support of National Team commitment / Talking points; consider the use of purple
E- mail message / Excite associates re: Walk / Push out to all associates
Voice mail message / Excite associates re: Walk / Push out to all organization phones
Establish Intranet page / Explain National Team commitment; why relevant; how/when to participate; all relevant Walk date(s) / Access ALZ media resources; consider the use of purple
Manager talking points / To help lead associates in response to Walk / In case receive questions
On-hold message / Alert customers and business partners
Mailing notification / To customers via mailing insert or existing newsletter
Internet / Explain National Team commitment; why relevant; how/when to participate / Access ALZ media resources; consider the use of purple

RECRUIT (FUNDRAISE minus 4 or more weeks; match length of FUNDRAISE timeframe)

Leadership message, support / Thank you message to associates volunteering for Floor/Building/ Site/ Function/Department captains / Alert to coming dates, review role/expectations, include physical recognition item (if applicable)
E-mail or Intranet / Registration opens; how to do so (include Mobile Registration, if applicable) / Announce known/relevant captains; announce incentives/prizes or contests, if applicable
Desk-drop cards / Easy reference registration and date reminder / Per person distribution at desks, mailboxes, or upon building entry
Registration event signage, set-up / Begin recruitment/registration process / Out fit for on-the-spot registration; requires laptop(s) and wireless access
Maintain Intranet page / Ongoing reminder of National Team role, Walk date(s), how to register / Offer new “hook” based on progress, challenges made, or latest Alzheimer’s news
Bulletin boards / Ongoing reminder of National Team role, Walk date(s), how to register / Offer new “hook” based on progress, challenges made, or latest Alzheimer’s news
Establish Internet page / Offers participation outlet for business partners and customers / Establish easy access page, e.g., or org]/ALZ
Business Partner message / Explain National Team commitment; why relevant, how able to respond / Refer to created Internet page
Customer message / Explain National Team commitment; why relevant, how able to respond / Refer to created Internet page
Ongoing, weekly / “Welcome” package / Thank participant for registering and direct them to recruitment and fundraising activities / Send weekly, to all newly registered participants; include next step instructions and, if applicable, a physical item and incentives/prize information
E-mail to team captains / Invite to optional check-in call/meeting / Agenda is informal: share updates and address questions or needs

FUNDRAISE (RALLY minus 4 or more weeks; match length of RECRUIT timeframe)

Update Intranet page / Maintain throughout this phase / Include Matching Gift instructions, if applicable
E-mail #1 to registered participants / Offer new insight to connection with Alzheimer’s; encourage their active recruitment and fundraising participation / Include Matching Gift instructions, if applicable
Update Intranet page; e-mail; or posted notices / Invite registered participants to Training call/meeting to review Kintera system
Ongoing, weekly / Congratulations letters / Distribute to participants achieving pre-determined fundraising levels / Done in connection with recognition strategy; complete on a weekly or other structured schedule
E-mail #2 to registered participants / Offer new insight to connection with Alzheimer’s; encourage their active recruitment and fundraising participation / Spotlight success stories; include Matching Gift instructions, if applicable
E-mail #3 to registered participants / Offer new insight to connection with Alzheimer’s; encourage their active recruitment and fundraising participation / Spotlight success stories; include Matching Gift instructions, if applicable
Sept. 21 / Internet / World Alzheimer’s Day awareness / Connect observance to National Team role and opportunity to participate
Sept. 21 / Intranet or associate memo/newsletter / World Alzheimer’s Day awareness / Remind associates they’re part of a larger network of people and Teams taking on Alzheimer’s
E-mail #4 to registered participants / Offer new insight to connection with Alzheimer’s; encourage their active recruitment and fundraising participation / Ensure funds have been properly recorded online; include Matching Gift instructions, if applicable
2 weeks after Walk concludes / “Push to end” e-mail / Walk has passed, response was strong, but help push to the end of the accounting and recognition period / To be sent by Alzheimer’s Association

RALLY (Target minus 1 week)

E-mail / Offer details and logistics re: final steps leading to the Walk / Push for fundraising close and online entry; share meet up details, directions, etc.
Merchandise to Walkers / Show-up “big” at event as Walkers complete course / T-shirts, banners, balloons, or other organization signage as a National Team
Walk-based thank you / At conclusion of local Walk(s); share pertinent stories; solicit feedback/ideas; reinforce final dates / NOTE: This is specific to a local Walk(s); cross-organization wrap-up to all locations will come at the close of the full Walk schedule
Update Intranet page / Add photos as they arrive to excite and celebrate with participants
E-mail concluding Walk season / From top leadership; share photos, pertinent stories; solicit feedback/ideas; announce contest winners, if applicable / NOTE: This is for cross-organization communication once (most) all Walks have occurred
Business Partner insert, newsletter, or similar / Recognize/embrace business partners who provided support / Announce overall success of commitment and highlight business partner participation
Customer insert, newsletter, or similar / Embrace of customers who provided support / Announce overall success of commitment and highlight collective customer participation

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START HERE! Communications Toolkit