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Comms Plan

Project Title
Version:
1
Date:
Prepared by:
Reviewed by:
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*Delete this when starting plan* This plan has been built out to incorporate elements that allow it to also function as a hand off document should someone else take on this project in the future. Some elements may seem obvious or redundant but will be helpful to others who are unfamiliar with the project. However, not all sections will apply to each project, so use what you need and remove what you don’t.
PROJECT DETAILS
Program/Client Lead Name
Events Lead Name
Comms Lead Name
Creative Needed Yes/No
Video Needed Yes/No
Supporting Documents Link to relevant documents on teams (event brief, project proposal, etc.)
EXTERNAL partner
name of community org, etc.
contact name
relationship manager
approver? Y/N
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Internal partner
name of Strategy, faculty, other comms unit etc.
communicator(S)
approvers
relationship manager
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Key URLs
<Include links to all webpages related to the project that will need to be updated before and/or after the campaign/event>
Page Description
Full URL
Short link/UTM code
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BACKGROUND
<What is required and why?>
Important Dates:
TARGET AUDIENCES
<Who are you trying to reach?>
Primary Audience:
Secondary Audience:
Other:
Goals and objectives
Goals <What are you trying to achieve?>
Objectives <These should be measurable>
Ex. Increase traffic to webpage by …
Ex. Engage # of community members …
Ex. # of registrants
Budget
Item
Estimate
Actual
TOTAL
$
$
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KEY MESSAGES
Key message:
Ex. Primary CTA
Supporting points
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Key message:
Ex. Message you want to send
Supporting points
​
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Key message:
Ex. How this initiative ties to institutional goals
Supporting points
​
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COMMUNICATIONS TACTICS AND DELIVERABLES
<Which tactics will best help you achieve your goals? What deliverables will be needed for this project? Add/remove items from this list as needed. The creative elements table is built to mirror the Workfront creative request form to help you submit requests quickly>
Tactic
Details
Date/Deadline
Drupal Updates
Webpage build
Web form
Web updates
KB article
UToday Story
Getting to Know U reminder
Marketo email
SLT
All staff/All student/all-community
specific group
Internal Newsletter Submissions
UThisWeek (students)
Alumni
UCalgary Now
Strategies?
Senate?
Social media - not just the main one, certain groups/faculties have their own accounts, like IT
My.ucalgary.ca portal post
Comms toolkit distributed to communicators (teams post)
Stock Image pull -Ucalgary login - DAM, Colourbox -outside – many – unsplash, etc.
Contest
Speaking notes
Outreach to community partners (through Community Engagement)
Calgary Pride, Stampede, United Way, CED, Beakerhead, Calgary Library, etc.
Event Specific
Livewhale event
Marketo Email Invite
Confirmation email
Reminder to register
Reminder to attend (x2, day before + 1 hour before)
Thank you for attending/sorry we missed you
Marketo registration page
Landing page
Form
Confirmation landing page
Submit to external events listing
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https://www.eventbrite.ca/d/canada--calgary/lectures/
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https://www.avenuecalgary.com/events/
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https://www.todocanada.ca/whats-on-this-week-calgary/
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Other
Communication with Executive required
Media Advisory/Release
Photography
Video
Swag
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Creative Elements/Deliverables
Digital
Design needed? Y/N
Date Required
Digital screen graphic (EBBs)
Foothills
Hunter Hub
Mac Hall/Downtown
TFDL
Other
Marketo graphics
Banner
Landing page
Motion Graphics
Video animation
Animated GIF
Social Media posts and images
Facebook/LI/Twitter
Instagram post
Instagram story
LiveWhale event graphic
UToday thumbnail and article graphic
Web hero banner
PowerPoint Template
Livestream event, digital background
Paid Advertising
Google display ads
Social media paid ads
Other (CBC, Avenue)
Other
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Print
Design required? Y/N
Quantity
Date required
Postcard
Name tag
Greeting card
Poster
Tent card
Envelope
Brochure
Lamppost sign
Publication
Pull-up banner
Signage (Office, pole signs, or other)
Print advertising
Other
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TIMELINE
<Adjust the workback schedule tasks as needed. This list includes some of the most common tasks we execute but new elements should be added or removed as needed >
Date
Action
Responsibility
Notes/Status
Planning
Planning
Planning
Planning
Comms Plan V1 complete
Comms plan approved by client
Creative Request submitted
Video/photo request submitted
Add important dates to activities tracker
Connect with internal partners (give a heads up):
UToday
Social Media team
Copyeditor
Execution
Execution
Execution
Execution
Write web/email/social media copy
First creative proof received for concept review
V1 of UToday story drafted and sent for approval
Creative feedback due
UToday edits due
Edits to copy/creative/web Send to Alex for review
Approval of final assets by client
Delivery of final creative files
Build webpage
Build marketo registration pages and emails
Build Livewhale event
Send social media images and posts to social team (if needed)
Submit UToday story (noon deadline)
Comms rollout/promotional period begins
Comms rollout/promotional period begins
Comms rollout/promotional period begins
Comms rollout/promotional period begins
Registration or webpage live
Email invite 1
Communications teams message (share graphic files)
UToday published
Add to external and internal calendars
Reminder to register email send
Reminder to attend email
Event day/Launch
Event day/Launch
Event day/Launch
Event day/Launch
Follow-up and evaluation
Follow-up and evaluation
Follow-up and evaluation
Follow-up and evaluation
Thank you for attending email
Revert webpages that need holding copy
Follow-up communication
Pull comms data, reporting
Debrief
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DRAFT COPY FOR REVIEW
General Copy
Web Copy
Email Communications
Email #1
Audience 
From (name) 
From Address  
Replies go to 
Send date 
Send time 
Subject line 
Pre-header text 
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Communications/Senator Toolkit
Communications Teams Post
Social Media Posts
Internal Newsletter content
Title (if required):
Link (if required):
Body copy:
EVALUATION
Metrics
Email Performance
Email Performance
Email Performance
Email
Sent
Open rate
Click Rate
Click-to-open
Unsub rate
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Website Performance
Website Performance
Website Performance
Website Performance
Date
Users (New)
Sessions
Pageviews
Pages/session
Session duration
Bounce Rate
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Webpage Performance for PAGE
Webpage Performance for PAGE
Webpage Performance for PAGE
Webpage Performance for PAGE
Date
Page Views
Unique Page Views
% Page Views
Avg. Time on Page
Bounce Rate
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UToday Performance for:
STORY LINK
UToday Performance for:
STORY LINK
UToday Performance for:
STORY LINK
UToday Performance for:
STORY LINK
Date
Page Views
Unique Page Views
Avg. Time on Page
Bounce Rate
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Social Media Metrics
Social Media Metrics
Social Media Metrics
Social Media Metrics
Social Media Metrics
Date
Post (copy or link)
Channel
Impressions
Engagements
Engagement Rate
Total
Total
Total
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Webinar/Event attendance
Analysis
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