san joaquin air pollution control district · 10/4/2011 · • understand audience • select...

San Joaquin Air Pollution Control District

TUESDAY, OCTOBER 4, 2011

Wednesday, October 5, 2011

Basics of Communication

Organizational Communications



• External




• External • Internal




Target Audience



• Specific group of people within a target market to which our message is directed to

Target Audience



Managing Internal Communications



• Understand audience




• Understand audience • Select appropriate channels




• Understand audience • Select appropriate channels • Share tasks among communicators




• Understand audience • Select appropriate channels • Share tasks among communicators • Monitor effectiveness




Key Principles to Effective Internal Communications



• Effective communications starts with effective communication skills:





- Listen





- Listen - Be clear





- Listen - Be clear - Be concise





- Listen - Be clear - Be concise - Have an answer




Segmenting & Communicating with Internal Audiences



• CEO




• CEO • Upper Management




• CEO • Upper Management • Middle Management




• CEO • Upper Management • Middle Management • Employees




• CEO • Upper Management • Middle Management • Employees • Program Ambassadors




Downward Communication



• Make sure everyone receives a copy of program




• Make sure everyone receives a copy of program • Hold regular management meetings




• Make sure everyone receives a copy of program • Hold regular management meetings • Share updates/changes




• Make sure everyone receives a copy of program • Hold regular management meetings • Share updates/changes • Regularly celebrate major accomplishments




Upward Communication



• Ensure all supervisors meet with employees regularly




• Ensure all supervisors meet with employees regularly • Use management and staff meetings to solicit feedback




• Ensure all supervisors meet with employees regularly • Use management and staff meetings to solicit feedback • Act on feedback



Engaging Employees

WIIFM?


Engaging Employees

Key Messages


Engaging Employees

• Branding

Key Messages


Engaging Employees

• Branding • Statement, Evidence, Conclusion, Shhh (SECS)

Key Messages


Engaging Employees

• Branding • Statement, Evidence, Conclusion, Shhh (SECS) • Rule of threes

Key Messages


Engaging Employees

Key Messages for eTRIP


Engaging Employees

Key Messages for eTRIPStatement: eTRIP is an incentive program designed to encourage employees to use alternative transportation and ridesharing for their commutes.


Engaging Employees


Evidence: Each day throughout the San Joaquin Valley, more than 93 million miles are driven, and a significant number of these miles are from work-related, single-passenger commutes.


Engaging Employees



Conclusion: eTRIP participation is a crucial part of improving the quality of life for everyone in the Valley, and with your help, [insert co. name] is committed to being part of the solution.


Engaging Employees



Conclusion: eTRIP participation is a crucial part of improving the quality of life for everyone in the Valley, and with your help, [insert co. name] is committed to being part of the solution.

Sshhh.Wednesday, October 5, 2011

Engaging Employees

Marketing Plan: How to get the word out


Engaging Employees

• Objective (What)



Engaging Employees

• Objective (What) • Strategy (How)



Engaging Employees

• Objective (What) • Strategy (How) • Tactics (Execution)



Tools

Tactical Outreachwww.valleyair.org


http://www.valleyair.org

http://www.valleyair.org

Tools

Sample Bulletin Board


Tools

Sample Newsletter


Tools

Sample Rideshare Flyer


Tools

Sample CEO Letter


Tools

Rideshare Orientation for New Employees


Tools

Sample Flyer - Alternate Transportation Incentive


Tools

Tactical Outreach


Tools

• Bulletin Boards • Newsletter • Flyer • CEO Communication • Rideshare Orientation for new employees • Incentives

Tactical Outreach


Tools


• Social media

Tactical Outreach


Tools


• Social media • Corporate Blog

Tactical Outreach


Tools


• Social media • Corporate Blog • Presentation

Tactical Outreach


Tools


• Social media • Corporate Blog • Presentation • FAQs/Talk Points

Tactical Outreach


Tools

Tips for Communicating Effectively


Tools

• Create a calendar



Tools

• Create a calendar • Look for low-cost ways to enhance the program



Tools

• Create a calendar • Look for low-cost ways to enhance the program • Don’t offer too many options



Tools

• Create a calendar • Look for low-cost ways to enhance the program • Don’t offer too many options • Add unexpected bonuses



Tools

• Create a calendar • Look for low-cost ways to enhance the program • Don’t offer too many options • Add unexpected bonuses • Written communication should be short and to the point



Tools

• Create a calendar • Look for low-cost ways to enhance the program • Don’t offer too many options • Add unexpected bonuses • Written communication should be short and to the point • Continually evaluate



Tools

Tips for Successful Print Materials


Tools

• Catchy headline



Tools

• Catchy headline • Use no more than 3 typefaces



Tools

• Catchy headline • Use no more than 3 typefaces • Use white space effectively



Tools

• Catchy headline • Use no more than 3 typefaces • Use white space effectively • Use color, if possible



Tools

• Catchy headline • Use no more than 3 typefaces • Use white space effectively • Use color, if possible • One message



Tools

• Catchy headline • Use no more than 3 typefaces • Use white space effectively • Use color, if possible • One message • Call to action



Tools

Sample Brochure CoverWednesday, October 5, 2011

ToolsSampleTools

Sample Brochure InsideWednesday, October 5, 2011

Tools


Tools

Questions.


san joaquin air pollution control district · 10/4/2011 · • understand audience • select...

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