Creating Powerful Communications Strategies

  • Published on
    13-Jul-2015

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  • Katrina Podlewska

    Communications Manager

    Westonbirt, The National

    Arboretum

    Creating powerful communications

    strategies

  • About

    Westonbirt

    The National Arboretum

    over 16,000 rare &

    important trees from

    around the world

    Heritage landscape

    Tree conservation

    Managed by the Forestry

    Commission

    Supported by the Friends

    of Westonbirt Arboretum

    350,000 visits per year

    26,000 Friends

  • My role lead on...

  • Comms strategy

    Covers both

    commercial and

    arboricultural

    aspects

    Foundation for

    media relations,

    marketing & online

    strategic objectives

    End goal of

    supporting visitor

    number objectives

  • Developing the comms strategy

    3 months to research and

    formulate

    Timed strategy to fit in with

    business plan

    Written to reflect mission

    statement:

    To connect people with trees

    to improve the quality of

    life.

  • Research & background

    Previous comms strategy

    Visitor/ member profiles & research

    Current activities

    Spoke with colleagues in comms/ PR/ media

    Similar organisations work

  • Focus area

    Website (s)

    Facebook

    Twitter

    Blog/forum

    Video

  • Objectives for focus area

    Strategic objective to communicate

    Westonbirt as an all-year-round attraction to

    25-45 year olds via online/ social media.

    Increase online sign-up to the Friends

    Rise in use of the forum and visits to the blog

    Increase sign up to the enewsletter and click

    throughs to the website(s)

    Increase in Facebook & Twitter followers &

    interaction

  • Getting people on-board

    Training

    Presentations

    How-to document

    Social media champions

  • Use of the forum

    Generate and host discussions

    Become a place to discuss experiences

    with other members - FAQs

    Competitions to add content

  • Email newsletter

    Motivation to click to websites

    Incentives to contribute to social

    media

    If effective, will help increase

    valuable email data

  • Facebook & Twitter

    Quick, simple messages

    Drive website traffic

    Photography sharing

    Conversation/ reaction

  • Results...

    Online sign-up up

    60%

    Email database up

    25%

    Facebook likes up

    from 1000 to 2,800

    700+ Twitter

    followers after 5

    months

    Families up from 33%

    to 40 %

  • Lessons learnt?

    Involve people in ideas particularly those

    who could help deliver content or

    champion plans

    Speak to colleagues and search online

    networks for advice

    Keep achievable objectives in mind when

    finalising strategy

  • Thank you for your time

    Katrina.podlewska@forestry.gsi.gov.uk

    @Westonbirtarb