Metro South Health | Business Care Template
Purpose
Example: This document outlines a communication strategy to support in .
Overview
Provide a brief description of the project, overall project aims, how the project aligns to MSH’s priorities, research including key findings, and any other relevant background information. Keep larger summaries and tables for the appendices but reference them in this section.
Situation analysis
A situation analysis describes the strengths, weaknesses, opportunities and threats associated with the project/program. Factors internal to an organisation are generally classed as strengths and weaknesses, whereas external factors are classified as opportunities and threats.
|Strengths: |Weaknesses: |
| | |
|Opportunities: |Threats: |
| | |
| | |
Communications objectives
Set out the objectives you want to achieve through your communication strategy. Consider whether you have a different purpose behind each objective, such as raising awareness or understanding, building support for the partnership, or inviting action.
Target audiences
Describe who your communications need to reach. Segment your audiences into different groups based on common features or demographics - be sure to acknowledge all audiences and plan accordingly. Consider additional communication requirements needed – different culture/language, people with disabilities.
Key messages
List the key messages that you need to apply consistently throughout your communications activity. Have roughly five (5) key messages and tailor these to different audiences if necessary.
Budget
Detail the amount of the program/project budget that has been allocated to communications. Also explain any conditions or restrictions associated with spending the budget.
Risks and issues
Detail any issues that may negatively impact on the success of your communications. Your SWOT analysis may help identify potential threats or risks.
Implementation
Detail appropriate channels to communicate your project/program or put them in a communications action plan. If the communication action plan is too large, place it in an appendix but reference it in this section.
Communication channel examples include:
• Direct marketing – email, written letter, face-to-face meetings
• Advertising – TV, print (newspapers, trade publications), radio, online
• Marketing collateral – posters, leaflets, fact sheets, newsletters/bulletins
• Events – workshops, forums, ministerial announcements/launch, stakeholder meetings, training sessions
• Media release
• Social media – Facebook, LinkedIn, Twitter, Yammer
• Promotional products – pens, stickers, magnets, mouse mats
• Online information – intranet and website
A communication action plan is usually tabulated and includes:
|Channel |Target audience |Timing |Cost |Responsibility |
| | | | | |
| | | | | |
Evaluation
Explain how you will evaluate this communication strategy against the communication objectives. Briefly describe the measure of success as well as the evaluation tool/s you plan to use.
Examples of common evaluation tools include:
• Website hits
• Questionnaires
• Anecdotal feedback
• Number or nature of enquiries received
• Usage rates
Appendix one/two/three
Add large tables, project plans, research reports, any additional information that is too much for the body of the communication plan, but ensure you reference it where appropriate within the communication plan.
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Communication plan
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