Creating Powerful Communications Strategies

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<ul><li><p>Katrina Podlewska</p><p>Communications Manager</p><p>Westonbirt, The National </p><p>Arboretum</p><p>Creating powerful communications </p><p>strategies</p></li><li><p>About</p><p>Westonbirt</p><p> The National Arboretum </p><p>over 16,000 rare &amp; </p><p>important trees from </p><p>around the world</p><p> Heritage landscape</p><p> Tree conservation</p><p> Managed by the Forestry </p><p>Commission</p><p> Supported by the Friends </p><p>of Westonbirt Arboretum</p><p> 350,000 visits per year</p><p> 26,000 Friends</p></li><li><p>My role lead on...</p></li><li><p>Comms strategy</p><p> Covers both </p><p>commercial and </p><p>arboricultural</p><p>aspects</p><p> Foundation for </p><p>media relations, </p><p>marketing &amp; online </p><p>strategic objectives</p><p> End goal of </p><p>supporting visitor </p><p>number objectives</p></li><li><p>Developing the comms strategy</p><p> 3 months to research and </p><p>formulate</p><p> Timed strategy to fit in with </p><p>business plan</p><p> Written to reflect mission </p><p>statement:</p><p>To connect people with trees </p><p>to improve the quality of </p><p>life.</p></li><li><p>Research &amp; background</p><p> Previous comms strategy</p><p> Visitor/ member profiles &amp; research</p><p> Current activities</p><p> Spoke with colleagues in comms/ PR/ media</p><p> Similar organisations work</p></li><li><p>Focus area</p><p> Website (s)</p><p> Facebook</p><p> Twitter</p><p> Blog/forum</p><p> Video</p></li><li><p>Objectives for focus area </p><p> Strategic objective to communicate </p><p>Westonbirt as an all-year-round attraction to </p><p>25-45 year olds via online/ social media.</p><p> Increase online sign-up to the Friends</p><p> Rise in use of the forum and visits to the blog</p><p> Increase sign up to the enewsletter and click </p><p>throughs to the website(s)</p><p> Increase in Facebook &amp; Twitter followers &amp; </p><p>interaction</p></li><li><p>Getting people on-board</p><p> Training</p><p> Presentations</p><p> How-to document</p><p> Social media champions</p></li><li><p>Use of the forum</p><p> Generate and host discussions</p><p> Become a place to discuss experiences </p><p>with other members - FAQs</p><p> Competitions to add content</p></li><li><p>Email newsletter </p><p> Motivation to click to websites</p><p> Incentives to contribute to social </p><p>media</p><p> If effective, will help increase </p><p>valuable email data</p></li><li><p>Facebook &amp; Twitter</p><p> Quick, simple messages</p><p> Drive website traffic</p><p> Photography sharing</p><p> Conversation/ reaction</p></li><li><p>Results...</p><p> Online sign-up up </p><p>60%</p><p> Email database up </p><p>25%</p><p> Facebook likes up </p><p>from 1000 to 2,800</p><p> 700+ Twitter </p><p>followers after 5 </p><p>months</p><p> Families up from 33% </p><p>to 40 %</p></li><li><p>Lessons learnt?</p><p> Involve people in ideas particularly those </p><p>who could help deliver content or </p><p>champion plans</p><p> Speak to colleagues and search online </p><p>networks for advice</p><p> Keep achievable objectives in mind when </p><p>finalising strategy</p></li><li><p>Thank you for your time</p><p></p><p>@Westonbirtarb</p></li></ul>