COMMUNICATIONS PLAN

DIFFERENT TYPES OF COMMUNICATIONS

PRINCIPLES OF VALUE-BASED MESSAGING

• Guaranteed reach with audiences

• Traditional placements include TV, print, radio, and outdoor advertisements

• Digital placements include TVOD (transactional video on demand, aka streaming), pre-roll video, search, social, and display digital placements (web banners)

• Opportunities to leverage custom promotions and advertorials (i .e ., event coverage, magazine inserts, custom social posts)

Owned Communications

• Public-facing communications channels include word-of-mouth ambassadors, digital and physical newsletters, social media, public events, and websites

• Internal communication channels to stakeholders and partners include emails, reports, meetings, and forums

Earned Communications

• Organic press coverage with relevant local news and media

*funding and resources required

• Organic peer-to-peer sharing of our messages across social, email, or word of mouth

• Supportive messaging from retailers and external partners