IMPACT MEDIA ROLLOUT, 2015 Pre Launch
Launch (est-June 23)
Purpose
Laying the groundwork
Target Audience
–Media Internal audiences t CEO t Board chair & Board t Lead volunteers t Lead staff in community investment, resource –General public development and marketing/communications t All other staff External audiences t Key community partners t Agency executives and their boards t Major individual donors and corporations t Other funders, including foundations and government t Media
Formal public announcement via a media campaign and event
Post Launch Reinforce the reasons for change and report on your progress –Media
–General public
Objectives
Key stakeholders are ready to champion the transformation when United Way is making the case for change
t Media accurately portrays United Way’s new t Media accurately portrays United Way’s work and goals. new work and progress toward Community t The general public gains understanding of impact goals. United Way’s shift in focus, including new t The general public understands and relationships with traditional and nonsupports United Way’s shift in focus, traditional partners including new relationships with traditional and non-traditional partners.
Key messages
t United Way is changing how it does its work t Those changes are going to mean improved lives and improved community conditions. t Leadership is fully informed, on board and ready to champion the transformation
t United Way has a strong tradition of t United Way is a resource in addressing evolving to meet community needs. the underlying causes of problems and t As social issues grow more severe and contributes to long-lasting community complex, our community needs different change. solutions. t United Way is a trusted top-of-mind t United Way will continue to improve lives by community leader, knowledgeable about supporting direct service programs, but will community needs and assets, and worthy also build capacity to tackle the underlying of support and engagement. causes of the most critical issues. t United Way is uniquely positioned to be the catalyst that unites the resources of our community—people, talent, knowledge, finances—to address our community’s critical needs.
Tactics
t One-on-one or small groupconversations, with t Broadcasts United Way staffand board members convey- t Op/ed columns explaining the need for change ingcarefully crafted messages to key partners t Personal visits/meeting with editorial board. t Press release t Event
t Public service announcements t Placed media stories t Scheduled interviews highlighting initiatives such as 2-1-1, VITA, Ways to Work to demonstrate community impact t E-newsletters & Social Media t Infographics, brochures and booklets t Events both inside and outside campaign season