MATHmentum Communications Strategy (v1)
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2015 MATHMENTUM Draft Date: May 13, 2015 2015 MATHMENTUM COMMUNICATIONS & PUBLIC RELATIONS STRATEGY
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Transcript of MATHmentum Communications Strategy (v1)
2015 MATHmentum
Draft Date: May 13, 2015
2015 MATHmentum
CommuniCations & PubliC Relations stRategy
TABLE OF CONTENTS
ABOUT THIS PLAN PAGE 1
SITUATION ANALYSIS PAGE 2
ROLES AND RESOURCES PAGE 3
INTERNAL MESSAGING PAGE 4 Math Event CORE Blog Posts PAGE 4 TinaMorefield“GoodWorks”blogpost PAGE4 CorporateCitizenshipsite PAGE4
INTERNAL RECOMMENDATIONS PAGE 5
Monthly Math Blog PAGE 5
ERG Engagement PAGE 6
EXTERNAL MESSAGING PAGE 7 3BL Press Release PAGE 7 DIRECTVSocialMedia PAGE7
EXTERNAL RECOMMENDATIONS PAGE 7 NationalPublicRadio PAGE8 Podcasts PAGE9 TelevisedAppearances PAGE10 OnlineMedia PAGE10
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ABOUT THIS PLANEffectivecommunicationsandpublicrelationsstrategy is rarely - if ever - set in stone. It is anongoingprocessthatgrowsandadaptsasnecessary.Itisrecommendedtoviewthisdocumentnotasanimmovableobject,butratheralivingdocumentthatwillundergotransformationsandrevisionsasnecessary(e.g.addingspecificcampaigns,changingtactics,inclusionofresearchandmeasurement,etc.).
ThisstrategicplanshineslightonapathdesignedtoincreaseinternalandexternalawarenessofMathmentum,theinformalnameofDIRECTV’smatheducationinitiative.ByhelpingtotelltheMathmentum story,CorporateCitizenshipcanenhanceit’simpressivenamerecognitionandreinforceDIRECTV’scommitmenttothecommunity.
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SITUATION ANALYSISDIRECTVisanexampleoftheimpactsociallyresponsiblecorporationscanhaveonthecommunity,thanksinnosmallparttoitsCorporateCitizenshipdivision.Asamajortechindustryplayer,DIRECTVhaschosentopromotemathematicseducationasoneofthepillarsofitscurrentcommunityoutreachstrategy.
Thisstrategyhasseenatremendouseffectonthelocalcommunity,particularlyinurbanschools,andhasseenthestrongbondsforgedwithcommunitypartnerslikeCityYearandthePartnershipforLASchools.Identifyinginnovativeandengagingwaystocommunicatematheducationevents,programsandresourcesofferedbyDIRECTVisimportanttothecompany’smissiontoincreaseaccesstomatheducationtoallK-12students.
Information Snapshot
CORPORATE CITIZENSHIP NEEDS -KeepinternalaudiencesabreastofCC successes-IncreasedawarenessofCC achievements
CORPORATE CITIZENSHIP GOALS-EnhancedstorytellingofCCachievementsandimpact-IncludeMathmentum metrics in CSR report - Leverage effective communications that engage,inform,andultimatelysupportmissionto“Inspire students to love math.”
TARGET AUDIENCES (INTERNAL)-DIRECTVemployees-AT&T/NewCoemployees
TARGET AUDIENCES (EXTERNAL)-PerspectiveDIRECTVjobcandidates-Potentialcommunitypartners - DIRECTV customers-Mediaoutlets
KEY STAKEHOLDERS-CorporateCitizenship-PartnershipforLASchools-DIRECTVPublicRelations-DIRECTVCorporateCommunications
REVIEWERS-TinaMorefield(CC)-BrookeHanson(CC)-BrynneDunn(CC)-DIRECTVPublicRelations-DIRECTVCorporateCommunicationsM
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ROLES & RESOURCESINTERNAL TEAM
TINA MOREFIELD Director, Corporate CitizenshipTinaandherteam(BrookeHanson,BrynneDunn,andJamieZamora)aretheprimarypointsofcontactforCorporateCitizenshipstrategyandinitiatives.TheyrepresentDIRECTVatcommunityevents,handleeventlogistics,coordinatereporting,andidentifynewopportunitiesforcommunityengagement.
SKYLAR EZELL Senior Specialist, Corporate CommunicationsCorporateCommunicationsliaisontoCorporateCitizenshipchargedwithexecutingcommunicationandPRstrategy.SkylarwillworkwithotherDIRECTVSMEstoidentifyinternalandexternalcommunicationschannelstomaximizecampaignsuccess,maintainemployerbrandandhelpensurecompanycommunicationstandardsareupheld.
SMEs & COLLABORATORS
JADE EKSTEDT Senior Manager, Public Relations AsastrategicleaderinthePublicRelationsdepartment,Jadehasaccesstoexternalcontactsandcanprovideexpertiseinforging/leveragingnewmediacontacts.
NADIA STEWARTSocial Media Specialist, Talent Acquisition AstheleadingstrategistforTalentAcquisition’ssocialmediapresence,Nadiaishighlyadeptinthenuancesofsocialmediaandhowtobestleverageittoengagewithjobseekers.HerexpertisecanhelpCorporateCitizenshipbestpositionitstrackrecordtoexternaljobcandidateswantingtoworkforasociallyresponsibleorganization.
XXSocial Media AsastrategicleaderinDIRECTV’smainSocialMediadepartment,XXhasaccesstovarioustoolsandresourcesandcanprovidecrucialexpertiseinleveragingnewsocialmediastrategiesthatcanbebeneficialtofutureMathmentum socialmediacampaigns.M
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INTERNAL MESSAGINGMath Event CORE Blog PostsBlogpostspromotingparticularevents(e.g.MathChallenge,andthewinningschools(postedinCorporateCitizenshipspaceandCOREhomepagecarousel)
Target Audience–allDIRECTVemployeeswithCOREaccess
Key Messages: + ThrowbacktopreviousMathmentum events + Honoringthehardworkofstudentsandschools + ReinforcingDIRECTV’scommitmenttoSTEM education + ThrowbacktopreviousMathmentum events
Tina Morefield “Good Works” blog postPersonalblogpostfromTinaMorefieldpromotingrecent
Target Audience–Tina’sCOREfollowersandCorporateCitizenshipCOREspace
Key Messages: + CelebrationoftheprogressofMathChallenge + DIRECTV’ssuccessfulrecordofpromotingmatheducation + ReinforcingDIRECTV’scommitmenttoSTEMeducation,particularlyin urbanschools
Corporate Citizenship site Thissite,whichservesbothinternalandexternalaudiences,givesadetailedoverviewofthevariousCorporateCitizenshipinitiatives,includingthecompany’sfocusonSTEM.
Target Audience–Internalemployees,perspectivecandidates,mediaandcommunity partners.Key Messages: + DetailDIRECTV’sCorporateCitizenshipstrategyandinitiatives + DIRECTV’ssuccessfulrecordofpromotingmatheducation + ReinforcingDIRECTV’scommitmenttoSTEMeducation,particularlyin urbanschools
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INTERNAL RECOMMENDATIONS
CommunicatingthesuccessesofDIRECTV’seffortstoincreasematheducationisasimportant,ifnotmoreso,toourinternalaudienceasitistoourexternalone.DIRECTVemployeesarehighlytunedintothegoingsonoftheircompanyandfindagreatsenseorprideinthephilanthropicendeavorstheorganizationengagesinontheirbehalf.
Monthly Math Blog AmonthlyserieswheredifferentemployeessubmitablogpostabouttheirexperienceswithmathandhowtheyleveragetheiraptitudeintheirrolesatDIRECTV
Target Audience(s)–Tina’sCOREfollowersandCorp.CitizenshipCOREspace,general DIRECTVemployeesKey Messages: + Illuminateonwhymatheducationisimportantandhowtheyfeel aboutDIRECTV’sfocusonincreasingaccesstomatheducation
+ PromotionofthesuccessfultrackrecordofDIRECTV’smath educationprograms
+ DIRECTV’ssuccessfulrecordofpromotingmatheducationprograms andshowinghowthecompanyimpactsthelocalcommunity
+ ReinforcingDIRECTV’scommitmenttoSTEMeducation
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INTERNAL RECOMMENDATIONS
ERG EngagementPartnerwithMichaelAmbrozewiczandAngelicaCadiente(CorporateCommunicatinos)andERGleaderstocoordinateengagingpresentationstoEmployeeResourcegroups(e.g.ProfessionalWomen’sAfrican-American,Latino,etc.)highlightingsuccessof“Mathmentum”andhowthatsuccessimpactsminoritygroupsinboththenearandlongterm(e.g.highergraduationrates,collegeadmissions,hiringopportunities,increaseddiversity&inclusioninSTEM,etc.).
SuchpartnershipscanalsoleadtonewcollaborativeMathmentum opportunities,includingexpandingthepoolofeventvolunteers,identifyingpotentialeventandmediaopportunities,etc.ThesestrategicpartnershipswillalsotieintoDIRECTV’scommitmenttodiversityandinclusion.
Target Audience–EmployeeResourceGroups
Key Collaborators - MichaelAmbrozewicz,AngelicaCadiente,ERGleaders
Goals & Outcomes: x IllustratehowCorporateCitizenshipandMathmentum isimpactingkey demographicsofERGsoutinthecommunity x BrainstormhowERGscanpartnerwithCorporateCitizenshiptoadvance the success of Mathmentum intheirdemographicsoutinthegeneralpublic x PromotionofthesuccessfultrackrecordofDIRECTV’smatheducation programs
Success Indicators: x MeasurementofERGmembers’thoughtsonMathmentum x HigherrateofERGmembersvolunteeringatevents
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EXTERNAL MESSAGINGBecauseofDIRECTV’spositionasaleadingplayerinthecorporatecitizenshiparena,wehavemaintainedstrongrelationshipswithcollaborativepartnerstocommunicateinformationexternallyandalsotakethisasignificantportionofthesedutiesin-house.
3BL Press Release
Target Audience(s)–Mediaoutletsandbloggers,CSRcommunity,externalcommunity partners,etc.
Key Messages:
÷ InformationofspecificMathmentum eventsandachievements ÷ DIRECTV’ssuccessfulrecordofpromotingmatheducationprograms andshowinghowthecompanyimpactsthelocalcommunity ÷ ReinforcingDIRECTV’scommitmenttoSTEMeducation
DIRECTV Social MediaSocialMediapostingsandcampaignsvia@DIRECTVSchools,@DIRECTVcareers,and@DIRECTV,YouTube,etc.
Target Audience(s)–CSRcommunity,externalcommunitypartners,etc.
Key Messages:
÷ CelebrationoftheprogressofMathChallenge ÷ Honoringthehardworkofstudentsandschools ÷ ReinforcingDIRECTV’scommitmenttoSTEMeducation ÷ ReinforcingDIRECTV’scommunityinvolvement
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EXTERNAL RECOMMENDATIONS
DIRECTVhasbeenaleadingexampleoftheimpactsociallyresponsiblecorporationscanhaveonthecommunity,thanksinnosmallpartitsCorporateCitizenshipdivision.Asamulti-billiondollartechgiantontheprecipiceofahugelyanticipatedbusinessintegration,DIRECTVisuniquelypoisedtotakeadvantageofexternalmediaandcommunication outlets to illustrate the achievement of the Mathmentum initiative.
National Public RadioEngagewithNationalPublicRadio(NPR)tosecureinterviewtimeand/orsubmitstoryqueriesrelatedtoDIRECTV’sinvolvementwithSTEMeducation,particularlywithpopularLAarea-basedshowslikeTakeTwoandAirTalk.
- WHO:NPRlistenersintheLosAngelesandstatewideregions,aswellas nationalaudienceswhenappropriate/possible.
- WHAT:TakeTwo,AirTalk(LOCAL) Marketplace,MarketplaceWeekend(NATIONAL)
- WHEN: TBD
- WHERE:Interviewsconductedviaphoneand/orinPasadenastudioswhen appropriate/possible.
- WHY:NPRfrequentlycoverstopicspertainingtoSTEMeducation,diversity inthetechindustry,andSouthernCalifornia’sburgeoning“Silicon Beach.”Showsinviteeducators,administratorsandotherstoprovide insightintothesehottopics.Thisfrequentcoverageprovidesan opportunityforDIRECTVCorporateCitizenshiptoreachabroad audienceandcontributetotheconversationsurroundingSTEM education,butfromtheangleoftheroleofbusinessesinpromoting STEMeducationandhowithelpsincreasediversityinemployment.
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EXTERNAL RECOMMENDATIONS
PodcastsEngagewithestablishedSTEMandeducationrelatedpodcaststhathavehighsubscribernumbersandwhoseformatsareinalignmentwithDIRECTV’spositivereputationandbrand.
- WHO: StarTalk Podcast &Sirius Radio,hostedbyDr.NeildeGrasseTyson (Astrophysicist,professor,directorandhostof“Cosmos”onFOX)
Othersasdetermined.
- WHAT:STEM-relatedpodcastswithawidelistener/subscriberbase
- WHEN: TBD
- WHERE:Interviewsconductedviaphoneorinlocalstudioswhen appropriate/possible
- WHY:Podcastscontinuetogeneratesizeablerevenueforitscontent creators/hoststhankstocorproatesponsorshipandlargelistener audiences,asnotedbytheWashingtonPost,NewYorkmagazine, NPR,andothers.
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EXTERNAL RECOMMENDATIONS
Televised AppearancesSecuringtelevisionpromotionmaybedifficultintoday’ssaturatedmarket,butnotimpossible.TherearevariousopportunitiestoengagewithnewsmediaoutletsandjointheongoingdialogueregardingSTEMeducation.
- WHO:TVnewsprogramswhohaveshownaninterestinSTEMand/or improvedlearningoutcomesineducation.
- WHAT: TavisSmileyShow(PBS-FilmedinLosAngeles) PBSNewsHour(PBS)
Othersasdetermined.
- WHEN: TBD
- WHERE:Interviewsconductedremotelyorinlocalstudioswhen appropriate/possible,
- WHY:STEMeducationandincreasinglearningoutcomes-particularlyin lowerincomeschools-isahottopicwithnewsoutletsacrossthe country.Thisprovidesanopportunitytoreachouttotellthe Mathmentum storyinawaythatputstheemphasisonthe achievementofthestudents,teachersandschools.Partnering withDIRECTVPublicRelationstonavigatethenuancesofgaining tractioninthisendeavorwillbecritical.
Online MediaSTEMand/oreducationblogscanprovideanotherplatforminwhichtosharetheMathmentum storytoabroaderaudience.Inaddition,therearenumerousnewsandeditorialsites,suchasFastCompany,thathavealsoshownaninterestintheroleofcorporationsinraisinglearningoutcomesforstudentsofallbackgroundsandSTEMeducationingeneral.LeveragingtheseplatformscanhelpDIRECTV’sCorporateCitizenshipdepartmenthighlightthemanyachievementsoftheoverallMathmentum strategyonstudents,teachers,andschools.
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MATHmentumMATHmentum
