STRATEGIC COMMUNICATIONS PLANNING 149 Natoma Street San Francisco, CA 94105 phone 415.227.4200 http://www.spinproject.org info spinproject.org CONTENTS 1 STRATEGIC COMMUNICATIONS The purpose of a plan 2 THE PYRAMID Working from the ground up 5 GET TO WORK How to get your message out 7 FOLLOW THROUGH Track and evaluate your work Some rights reserved.. While each are appropriate at different times and most allow you total control of the message, many can be expensive: Print or electronic newsletters PRO You control the message Sometimes a good fundraising tool CON Print newsletters are expensive to produce Limited audience Organizational Website PRO You control the message Can be edited or updated instantly Can be used to solicit donations CON Needs constant updating to remain relevant Ineffective if left to stand alone must be part of broader online strategy Email Blasts PRO You control the message Inexpensive You can monitor audience use CON Often ignored Advertising and Public Service Announcements PRO You control the message and presentation CON Ads are often expensive PSAs often run late at night to a small audience Door-Knocking PRO You can gauge responses to your message on the spot CON Expensive to reach large numbers of people 2005 The SPIN Project..
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