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Overview

• Communications Action Plan, included:

Branded Look

Key Messages

Recommended Communication

Tools/Collaterals

Recommended Strategies/Tactics to Get

Out the Messages

Evaluating the Effort2

Communications Action Plan

Primary Audiences

State and local policymakers and

elected officials

Consider board members,

community business partners,

employers and media3

Umbrella StrategiesCommunications Action Plan

A. Brand Goodwill as a Credible Contributor to California’s Economic Health and to Jobs in Local Communities

B. Develop Materials that Matter

C. Create Awareness

D. Prepare for the Media Launch and Rollout

E. Select the Right Messengers

F. Build Local Support

G. Leverage Good Results

NOTE: Some of these occur in tandem. 4

Brand Goodwill as a Credible Contributor to California’s Economic Health and to Jobs in Local Communities

Tactic #1: Develop an overall “look” for the materials and tools.

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Brand Goodwill as a Credible Contributor to California’s Economic Health and to Jobs in Local Communities

Key Messages

GOODWILL IS GOOD FOR THE ECONOMY

GOODWILL CONNECTS THOUSANDS OF CALIFORNIANS TO JOBS

WE REINVEST IN OUR LOCAL COMMUNITIES

Supported by facts or “proof points” from the 2012 Report.

Tactic #2: Craft messages and template language that can

be used in all Goodwill communications with key

audiences.

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Develop Materials that MatterTactic #1: Develop compelling “buck slips” incorporating key messages.

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Tactic #2: Identify a

customizable product with a

longer shelf life mailed directly

to policymakers/ elected

officials, board members,

community business partners

and donors/funders.

Develop Materials that Matter

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Develop Materials that Matter

Tactic #3: Develop a flexible information toolkit with templates, to be used at both the state and local levels. Toolkit includes:

•The 2012 Report.

•Fact sheet summarizing key details within the 2012 Report.

•Quick reference of questions and answers about the 2012 Report.

•One or more buck slips.

•Press release seizing on Goodwill’s strength as a leading economic contributor.

•Calendar.

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Create Awareness

Tactic #1: Distribute a “Goodwill Welcomes You” card to newly elected legislators and officials.

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Create Awareness

Tactic #2: Distribute buck slips to legislators at the state Capitol, key regulatory agencies and local legislative district offices.

Tactic #3: Meet with legislators at the Capitol and within the district offices to personally deliver and discuss the 2012 Report.

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Statewide and Local Fact Sheets

Create Awareness

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Create Awareness

Tactic #4: Conduct a Day at the Capitol event with “leave-behind” materials.

Tactic #5: Push printed articles/stories to policymakers at the Capitol and in their district offices. (Clipped news stories on economic growth or decline in local markets/legislative districts attached to a buck slip sent to legislators with a personal note.)

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Prepare for Media Launch and RolloutTactic #1: Prepare media kit.

Tactic #2: Draft media advisory, statewide press release and sample local press release.

 GOODWILL DRIVES ECONOMIC GAINS FOR CALIFORNIA AND ITS COMMUNITIES

New Study Proves Goodwill’s Worth in Pumping Millions into State and Local Economies While Connecting Thousands of

Unemployed Individuals to Jobs

Tactic #3: Create statewide Goodwill media list.

Tactic #4: Coach, as needed, spokespersons on anticipated questions from the media.

Tactic #5: Pitch media.

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Prepare Media Launch and RolloutMedia Outlets

•Capitol Press Corps

•Major Media Markets

•Business Journals

Distribution

March 19 a.m. – Capitol Morning Report and AP Daybook

March 20 a.m. –PR Newswire and ACS Media List

Pitching

March 20 – Major media markets and Business Journals

March 21 a.m. – Capitol Press Corps and Sacramento media 15

Select the Right Messengers

Tactic #1: Identify at least two primary messengers or spokespersons to speak to the media on a statewide level.

Tactic #2: Identify key spokespersons for local Goodwill media markets.

Tactic #3: Arm spokespersons with the media kit.

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Build Local Support

Tactic #1: Schedule meetings with board members and community partners/leaders to inform them about the 2012 Report.

Tactic #2: Distribute buck slips with personal notes to community partners/leaders to keep Goodwill’s role as an economic contributor in front of them.

Tactic #3: Write letters to the editors of local newspapers.

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Leverage Good ResultsTactic #1: Audit news coverage for results. Send stories to legislators and local officials, board members, and community partners.

Tactic #2: Post positive comments about media stories on Goodwill Facebook, Twitter and other social media sites.

Tactic #3: Reprint and post or link to news articles on Goodwill websites, in newsletters, email blasts and alerts.

Tactic #4: Encourage local Goodwill leaders, employees and customers, as appropriate, to write letters to the editors that support Goodwill and highlight media accounts of Goodwill’s contributions.

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