ࡱ>  kPbjbj EH%, , oooooT[7#"3555555$ΠpYoYoonoo33GC\P~|Z0I((CC(oWYY(, 5: Griffin Hub* Strategic Communications Timeline Georgia Statewide Recycling Campaign -- SAMPLE *Please Note: This plan was created for the city of Griffin, but serves as an example of a basic communication plan that you can reference when creating a strategy to rollout the statewide campaign in your community. The sample plans are all formatted similarly to allow you to compare their different elements easily. When adapting this communication plan for your own community, add in your own local media contacts, festivals and events, third-party organizations and other information relevant to your community. Campaign Objective: Use this section to think through exactly what the objectives of implementing the campaign will be for your community. What is most needed in your recycling program? What would you most like the campaign to help address/improve? The overall objectives of the campaign are stated below. If there are additional goals and objectives for your community insert them here. To increase awareness for the benefits/ease of recycling and encourage participation in local programs across the state among the non-committed recyclers (45% of the general population), particularly the 25-34 year old demographic. Campaign Materials/Elements Available for Local Use: The statewide campaign has many materials available for local use. Consider what materials will work best for reaching your objectives. Which ones will work best within your resources? Which characters do you think will appeal most in your community? You may view the character options by visiting gacampaigncentral.org in The Campaign section. Signage: Billboards Bus Shelters Posters Banners Ads/PSA: Print and online ads Radio PSAs Digital cinema ad (tentative) Printed Materials: Flier Templates Postcard Bill Stuffer Miscellaneous/Viral Marketing: T-shirts Coasters Trashcan/truck Stickers Other viral marketing materials (Flat Tommy, etc.) Character Availability: Tommy and Maria are the foundation characters of the campaign. ALL materials will be produced for Tommy and Maria. In addition, we will develop additional Justin and Ronald executions for those pieces we think initially will get used most often: Billboard Poster Print ad Homeowner Postcard Flier shell In addition to those things, there are a few pieces that are not character specific and can be used by all communities, regardless of what character they are using most often: Coasters Can koozies T-shirts Stickers/truck magnets Campaign Tactical Plan and Recommendations In this section start thinking through the activities you will conduct to promote the campaign. These tactics are broken down category and include recommendations for public relations, advertising and Web site improvement. Decide which tactics make the most sense for you to focus on. You may be able to conduct some or all of the activities in each category. Public Relations We recommend using the media to the greatest extent possible to promote this campaign. Since media coverage is free and will position the campaign and recycling as credible, this will be a good investment of your resources. Our goals are to: Secure interviews for Phill Francis (city of Griffin), Johnny Poore (Lamar County) and/or other contacts in surrounding communities or with GA Dept. of Community Affairs Run op-ed, letter to the editor Gain coverage of campaign press releases Generate buzz and awareness for new campaign in the community Air/print PSAs developed for the campaign at no cost Gain coverage of community events including possible launch event A detailed list of publications most likely to reach our target audience will be developed including, publication name, contact name, title and contact information for all media outlets. An initial list includes the following: Print The Griffin Daily News Tim Daly, managing editor,  HYPERLINK "mailto:tim@griffindailynews.com" tim@griffindailynews.com Sheila Marshall, City Editor,  HYPERLINK "mailto:smarshall@griffindailynews.com" smarshall@griffindailynews.com Scoop Magazine Melanie Feltman, Editor,  HYPERLINK "mailto:editor@griffinscoop.com" editor@griffinscoop.com, (678) 898-2338 Scoop prefers to receive editorial information at least 30-days in advance of publication Barnesville Herald-Gazette Walter Geiger, editor,  HYPERLINK "mailto:news@barnesville.com" news@barnesville.com, (770) 358-0754 Radio Griffin WTGA-FM: Carl Pruett, Advertising Manager, David Piper, News Director, (706) 647-7121 WHIE-AM: Clark Douglas, News Director, (770) 412-9443 WKEU-FM/WKEU-AM: William Taylor, News Director, (770) 227-5507,  HYPERLINK "MailTo:wkeu@aol.com%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20" wkeu@aol.com  Barnesville WBAF-AM: Stan Watson, Public Service Contact, (770) 358-1090 Jackson WJGA-FM/WKKP-AM: Don Earnhart, Editorial Director, (770) 775-3151 Other WTGA-FM: Carl Pruett, Sales, cell (770) 468-1322, office (706) 647-7121 --------------------------------------------------------------------------------------------------------------- Estimated PR cost: FREE Communication Materials Separate from the PSA and other marketing materials, a suite of communication materials will be developed to support the public relations efforts behind the statewide campaign in Griffin. These will include: Press release(s) Op-ed(s) Letter to the editor(s) Program fact sheet/fliers Program question and answer document Sample copy for community organizations to use in their newsletters and/or on their Web sites Homeowner letters/fliers -------------------------------------------------------------------- Estimated Communications Materials cost: FREE Paid Media/Direct mail Paid media will play a role in the successful launch of the state-wide campaign locally. A wide range of media including print (newspapers, magazines, outdoor, transit), and electronic (TV, radio, cinema) were evaluated for inclusion in the media strategy. We evaluated paid media options based on: Ability to efficiently and effectively reach the targeted demographic. Willingness to partner with DCA by providing low or no cost promotional opportunities for the recycling program. Print The Griffin Daily News: Advertising contact: Myron Burk (770) 227-3276 Packages start at $500 for four quarter page ads per month. We recommend placing weekly quarter page ads for three months (mid-May-mid-August or longer) for a total cost of $1,500.00. As an added bonus, with the purchase of (8) total ads, Griffin will receive a button on the papers Web site including a link back the main consumer Web site. Griffin cost: $1,500.00 Radio & TV We do not recommend investing in radio or TV at this time. feel that advertising dollars would be more effectively spent on other marketing opportunities Cinema Advertising (Griffin-specific, but benefits others as residents come to Griffin for the movies) We recommend placing 15 second ads at the GTC Griffin Stadium. The ads would run once before every movie on the theaters 10 screens. Cost per month would be $720.00/month. This price reflects a 25% non-profit discount. We recommend running the ads for three months: June/August/October for a total cost of $2,160. Outdoor (possible overlap into other cities/counties outside of Griffin) Outdoor advertising will be crucial to the campaign as billboards are easily the most visible form of advertising and the campaign is suited very well to this type of advertising. We recommend purchasing space on two billboards (can be the same or rotate throughout the hub region.) Costs could be split among the participating communities. Total cost would be $4,850.00 for 12 months. Direct mail* (Griffin-specific) Research showed that our target audience surprisingly would respond to a targeted direct mail/post card campaign about recycling. Thus, we recommend IDing several routes in the city of Griffin with high concentrations of our target audience and using the campaign post card to reach them with state-wide messages. Cost: Printing cost estimate = $1,200 + Postage cost estimate (5000 x .25) =$2,450 We also recommend researching whether we can distribute a bill stuffer to all homeowners via the utility company, etc.** *Direct mail can be expensive so we recommend that you laser focus your outreach in this area and limit any mailing costs to those households that reflect our target audience wherever possible. It may not be an exact science but you should be able to identify areas of your communities, or even zip codes, that have a high concentration of young families, renters, etc. your Community Development Department, etc. should be able to assist you with this. In the case of Griffin, we estimate that roughly 6,000 of their 14,000 households are reflective of our target audience, thus these numbers reflect that sub-group only. **If your utility company is willing to do this, you would only have to pay for printing. Note, however, that in our experience these are not AS effective as direct mail but can still be useful. If you have to prioritize we recommend mailing the post card directly vs., the bill stuffer. --------------------------------------------------------------------------------------------------------------Estimated cost: $10,960+ Other Media Weve provided estimates for additional marketing materials below to help you plan how many of each item you will need. We recommend keeping an inventory of these items on-hand for use at events, community meetings and for other promotional opportunities on an as needed basis. It is more cost effective to print once versus printing a lower amount for a specific event and doing that several times. A good rule of thumb is to print more of the lower cost items (coasters, stickers and koozies) and less of the bigger ticket items (T-shirts) and use those judiciously. More details are below but we recommend approximately 5 banners for a community the size of Griffin (pop. 23,500) and 3-5 Flat Tommys for the year. Strategic placement of the materials we develop will be crucial to reaching the right audience in the Griffin hub. In addition to the traditional outlets of print, radio, etc. we plan to collaborate to launch a viral/buzz campaign (throughout the city in public places with hi-visibility). Buzz Marketing Materials available: T-shirts$600-1400 Flat Tommy$180 Posters$210-340 Litter can stickers$325-470 Banners/signs$275-635 Coasters - $240480 Can koozies$300 - 990 Inventory recommendations per item based on population size. Population SizeBannersT-shirtsFlat TommyPostersStickers/Coasters/ Can koozies25,000 or less525051050025,000 75,0001050010251,50075,000+201,00015503,000 Here is a sampling of the places you could use the marketing materials mentioned above. Each location potentially contains a large portion of the campaigns target audience. Area colleges and Universities (UGA at Griffin, Gordon College, Griffin Tech --- place stickers, posters, banners and even Flat Tommy on campus in high traffic locations. Recycling drop-off location(s) Place stickers on recycling receptacles, banners in high visibility areas City of Griffin Customer Service Building Banners, fliers, posters throughout building. Give away t-shirts to visitors Any other highly visible center of the city (like a town center) Local recreation departments - ball fields, recreation centers Local factories/companies (in their lunch room or places of gathering) Caterpillar / Shaborah (sp?) Work to place materials in areas of high visibility/traffic, like employee lunch/break room, trash cans, recycling carts United Bank/ Ingles Grocery Lamar County ---------------------------------------------------------------------------------------Estimated Other Media cost: $2,130-3,604 The most effective way to reach our target audience is through the Web. Your Web site should be ready to handle this new and internet-savvy audience. Recognizing that there are limitations to what you can do with yoru Web site, below are some suggestions on how you can easily adapt the campaign into your site. Web site Many residents in Griffin may first go to the citys main Web site after being exposed to campaign ads and other materials. It is important to have campaign information in a prominent location on your Web site. Update citys Homepage, www.cityofgriffin.com with campaign banner ad/link Citys recycling Web page:  HYPERLINK "http://www.cityofgriffin.com/index.asp?nid=207" http://www.cityofgriffin.com/index.asp?nid=207 Add link to YouGottaBeKidding.org Use other on-line widgets (pieces of Web art work that can be dropped in to your site) from the campaign as available Review/refresh content on recycling page to reflect the state-wide campaign Promote local Flat Tommy events/sightings on state-wide campaign Web site (photo gallery, etc.) -------------------------------------------------------------------------------------------------------Estimated Web site cost: FREE Third-party sponsors/advocates Another key component to the success of the statewide campaign in Griffin will be the identification of and outreach to various prominent community organizations in the city. These community organizations may not necessarily be comprised of the target audience, but they can be an efficient outlet for spreading campaign messages quickly. In addition, its a good idea to get other organizations that share similar interests, such as the beautification of the city and environment to get involved in the campaign as early in the planning process as possible. Any promotional items you plan to distribute to third-party organizations should be taken from the inventory of items we recommend you purchase under Other Media. We envision working with these organizations on a number of levels, including: Providing program fact sheet/ flyer and speaking at monthly meetings Submitting content for their newsletters Asking them to post a link to the City of Griffins recycling page and ( HYPERLINK "http://www.yougottabekidding.org" www.yougottabekidding.org) to from their organizations Web page Submitting an informational blurb(s) about Griffins recycling program to go on organizations home page The following is a list of community organizations and planned activities in Griffin: OrganizationContactStatusActivityKeep Griffin-Spalding Beautiful Kevin Barkley - ChairmanLunch & Learns, Staff booth at fair, put blurb on web siteGriffin Chamber of Commerce Kiwanis Club of Griffin Newsletter blurb and link from Web site to YouGottaBeKidding.orgKiwanis Club of SpaldingNewsletter blurb and link from Web site to YouGottaBeKidding.orgGriffin Daybreak Rotary Club (770) 228-0710Newsletter blurb and link from Web site to YouGottaBeKidding.orgBoy Scouts of America, Griffin Chapter Engage in launch activity, community outreach activityGirl Scouts of America, Griffin Chapter Engage in launch activity, community outreach activityGriffin Business and Professional Womens ClubNewsletter blurb and link from Web site to YouGottaBeKidding.org Measurement Pratt will report data using Re-TRAC on a monthly basis. The City of Griffin will review compile meaningful campaign milestones and statistics that will be used to generate media stories and press releases. Additionally we will plan to report the campaigns progress to media at various points throughout the campaign, including: One month after campaign kick-off Six months after campaign kick-off One year after campaign kick-off Local Campaign Timeline This sample timeline will help you think through the timing of all of your campaign activities. Once the plan is finalized, refer back to the timeline on a regular basis to help ensure you are on track. March Finalize communication plan, present to Griffin and participating cities Determine activities to move forward with from communication plan Begin arranging media buys (if desired) Develop communication materials: Fact sheet FAQs Community Newsletter blurbs Homeowner letters/fliers April Draft and finalize Op-ed about upcoming statewide campaign gacampaigncentral.org launches to Georgia recycling community April 13th at GRC Order give-aways and/or posters, banners, etc. Finalize media buys (if desired) Draft launch press release Plan launch press conference or other launch activity Reach out to community organizations Distribute newsletter blurb Establish link to YouGottaBeKidding.org from organizational web page Arrange speaking engagements if necessary to discuss Campaign Place Op-ed about statewide campaign in Griffin Daily News (perhaps around Earth Day?) Participate in Griffin May Fling, April 25-26 (possible consumer launch platform) May Launch full campaign Add link and banner to YouGottaBeKidding.org to www.CityofGriffin.com Begin advertisements (print, radio, outdoor, etc) Begin direct homeowner communications Post card Initiate outreach to target media outlets Distribute press release tailored to Griffin and participating cities to local media outlets Griffin record monthly collection data June Continue advertisements (print, radio, outdoor, etc) Draft, finalize and place Op-ed about importance of recycling over the summer months (or more timely topic as opportunities arise) Continue direct homeowner communications Door hanger or flier (magnet?) Griffin record monthly collection data July Continue advertisements (print, radio, outdoor, etc) Continue direct homeowner communications Door hanger or flier (magnet?) Griffin record monthly collection data August Distribute campaign update release with May - July data Continue advertisements (print, radio, outdoor, etc) Continue direct homeowner communications Door hanger or flier (magnet?) 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