For associations to achieve their objectives, they need to communicate their missions and projects effectively. The success of their initiatives will largely depend on a well-established communications plan. Understanding and structuring your own communications offers your association the means to raise its profile, mobilize its members and attract funding. Here's a look at the strategy you could adopt.
Defining a communication plan for your association
In essence, a communications plan for an association is a strategic roadmap designed to improve your organization's visibility over the medium term.
Setting up such a project involves a number of objectives:
- increase brand awareness,
- improve image,
- strengthen mobilization,
- certify efficiency and transparency,
- engage employees and partners,
- accentuate the scope of its mission.
Drawing up a communication plan is not something to be taken lightly, and is a long-term process. It's an exercise that requires a substantial investment of time and thought. Planned actions normally extend over several years and should not be called into question impulsively, although adjustments are always possible.
It's strongly advised not to draw up a plan for too long, as the outside world, like your association, undergoes changes that can affect priorities. A good communications plan generally lasts three years.
The communication plan covers various aspects:
- external communication about your association and its mission,
- internal communication to involve volunteers and employees,
- communication to support the development of resources.
A communications plan must be perfectly in line with the organization's associative project. Any communications plan must be built around a clear strategy, an analysis of target audiences and an overall design for the communications concept.
Design and key elements of your communication plan
To lay the foundations for a communications plan, a precise diagnosis is needed to rationalize the objectives pursued. This initial assessment must incorporate data on your association's current situation to enable future evaluation based on concrete measures.
An exhaustive assessment of your association's mission, competition, reputation and image, as well as the evolution of its resources, is essential. A recognized methodology such as SWOT analysis can be very beneficial at this stage.
Objectives must be selected and prioritized according to their respective importance. This approach can focus on the association's strengths, or aim to improve its weaknesses.
The communication plan must also rigorously identify the various target audiences. Communication methods need to be tailored to each audience segment, while maintaining a consistent message across all actions. The definition of a robust communications concept is a central pillar: it reflects the objective, the target audience and the tone of the message. This concept will form the basis of the media and distribution channels used by your association to convey its values and ambitions.
The choice of communication media is a critical phase, as it directly influences the resonance of the message with audiences. Consequently, careful study is required to determine the most appropriate device based on audience, message content and available resources.
Implementation and follow-up
Careful planning of a communications plan for your association must be complemented by meticulous implementation. Presenting and initiating a communications plan is a major undertaking that requires a methodical approach.
Several phases are essential to its successful implementation:
- Internal consultation and ownership by all the players in your association,
- Official presentation to governing bodies,
- Formal approval by the Board of Directors,
- Global announcement to all members and partners,
- Organization of a potential event launch.
This internal enhancement approach requires time and careful management of the decision-making process as a team.
Although devising and adopting a communications plan is a complex process that often spans several months, it's well worth the effort. A successful communications strategy will propel your association to new heights by increasing its visibility, reinforcing its image and maximizing its resources.