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Presented by Ella Czeisler
Strategic Communications Plan
DUE DATE
Plan Outline1. Vision & Mission Statements 2. Research3. Situation Analysis using
SWOT 4. Branding Attributes 5. Goal & SMART Objective6. Market & Niche Audiences 7. Strategies & Tactics 8. Action Plan & Calendar 9. Budget10.Evaluation & Measurement 11.References & Resources 12.Contact Information
Seattle Children’s Giraffe Entrance
Current Vision We will be the best children’s hospital.
We will provide patients and their families excellent care with compassion and respect
We will provide superior, accessible, cost-effective service
We will attract and retain the best talent at all levels of the organization
We will be one of the top five pediatric research institutions
We will be the nation’s premier pediatric educators
We will achieve worldwide prominence by integrating patient care, research, education and advocacy
Vision Statement AnalysisPros
Positive, self-fulfilling language: “We will…”
Specific goals to be reached: “be one of the top five pediatric research institutions”
Cons
Vision is not stretching far enough: already “provide[s] patients and their families excellent care with compassion and respect”
Too long or could include a slogan
Vision Statement Option
We will improve the lives of children through methodical service while integrating patient care, research,
education and advocacy.
Current Mission
We believe all children have unique needs and should grow up without illness or injury. With the
support of the community and through our spirit of inquiry, we will prevent, treat and eliminate pediatric
disease.
Mission Statement Analysis
Pros
Inclusive language: “we”
By saying, “With the support of the community” it sets company up for fundraising
Cons
Everyone agrees that children “should grow up without illness or injury”, so it is stating an already shared belief
Mission Statement Option
Through the Seattle Children’s Hospital spirit of inquiry and support from the community, we will prevent, treat and eliminate pediatric disease.
BrandingChildren’s Financial Assistance Program
Safe
Affordable
Part of the Community
Top Research Institute & Nationally Ranked Hospital
Community Engagement Through Classes & Events
Goals1. Raise funding for
community classes
2. Raise awareness of community classes within the Greater Seattle Area
3. Raise attendance for community classes
SMART ObjectiveWe will raise $700,000 to fund Seattle Children’s
Hospital Community Classes through the Teaching for Life auction.
Current Strategic Communication
Easy to use website with visuals & relevant information
Identifiable logo & color scheme
Current Strategic Communication
Giving Seattle Children’s a Face
Staying Connected
Research Gathered from Interview
Primary InterviewHeather Cooper Manager, Community Education and Outreach at Seattle Children’s Hospital According to Heather
Cooper, Seattle Children’s Hospital
Strives for
“Community Engagement”
“Customer Service”
“Enthusiasm”
“Optimism”
Recommended ResearchHow successful Social Media has been for the
Seattle Children’s Hospital brand
How the community views Seattle Children’s Hospital What can be done to improve image for current
and incoming patientsHow children view Seattle Children’s Hospital
What Seattle Children’s Hospital rates for pediatric care compared to other Seattle Hospitals
Market & Niche Audiences For Auction
Greater Seattle Community
Parents in the Greater Seattle
Community
Wealthy Parents in the Greater Seattle
Community
Wealthy Parents in the Greater Seattle
Community who have used Children’s
Hospital’s services
Situation Analysis Using SWOT
Internal
Strengths • Evening auctions gain
more publicity• Cooperation with
different Seattle Children’s Hospital departments
Opportunities • Auctions allow time to
include information about Seattle Children’s Hospital and opportunities to support
External
Threats• Other events;
auctions, dances, family events, holidays
• Environmental: traffic, rain, lack of parking or directions
Weaknesses• In this economy,
some may not want to bid as much as in the past
• It is near the end of school year so some families may leave for vacation
Strategies & Tactics
• Invitation Create
excitement over event,
exclusivity creates flattery
• Press Release
Get auction publicity
• Creative Brief
Auction needs a specific feel
Teaching For Life AuctionSaturday June 16, 2012
The Seattle Marriot Waterfront Hotel
Silent auction with wine and champagne at 6pm
$300 donation for 4-course dinner while speaker tells more about Seattle Children’s Hospital at 7pm
Live auction at 7:30pm
Thank you candle gifts per guest at 8pm
Invitations Target only niche market
for the auction Spending less money on
broad marketing
Invitations are more powerful for recipient using pathos
Recipients are based off of former donors to Seattle Children’s Hospital and board members and recommended donors
Press Release Logo Children’s uses on press releases
“Glamorous” catches eye; pathos
History Children’s uses for Press
All important information
Relevant story using male and female subjects, and quotes
Chose June 16th because no conflicting events for Children’s, no Holidays, not a work evening
Creative Brief for Event Planner
All important Seattle Children’s contacts
Possible Budget will be included in packet
Will also have a past large donors list in packet
Sample fabrics and candle scents will be included in packet
SMART Goal included so everyone is on the same page about expectations
BudgetActivities & Deliverables Cost
Renting the Seattle Marriott Waterfront Hotel ballroom
$2,000
Invitations $300
Organizing volunteers using interns $50
Candle gifts $300
Catering $1,000
Event Planner $200
Guest Speaker $400
TOTAL $3,950$4,000
Calendar Supervisor contact information
Name of action so no one forgets
Calendar
Specific tasks to complete
Evaluation & Measurement
1. We will raise an average of 150% profit on live and silent auction items.
2. The amount of press coverage, including social media, will be doubled.
3. 50% of the attendees will request to be invited to the auction next year.
For More Information
Contact Ella Czeisler …………………………..(206)555-5555
References & Resources As Appears
"Images and Logos." Seattle Children's Hospital. Web. 24 Apr. 2012. <http://www.seattlechildrens.org/media/images-and-logos/>.
"ArchDaily: The World's Most Visited Website for Architects." ArchDaily. Web. 24 Apr. 2012.
<http://www.archdaily.com/157175/seattle-childrens-bellevue-clinic-nbbj/>.
Web. 03 June 2012. <http://www.vistaprint.com/vp/ns/default.aspx>.
"Welcome to Seattle Childrenâs." �� Seattle Children's Hospital. Web. 03 June 2012. <http://www.seattlechildrens.org/>.
Heather Cooper, Seattle Children’s Hospital Communication Department
