Sample Communications Plan
Highlight “big picture” goals for the year, e.g., 10 new school-business partnerships.
Determine target audiences such as business leaders, school principals, chamber of commerce,
higher education and media.
Note target here such as…
District Web site will highlight key aspects of the partnership program and success
Five print and broadcast stories will be written about the program.
Three districtwide newsletters will be published and disseminated to parents,
volunteers and other stakeholders.
Throughout the year, repeat three strategic messages with supporting talking points in all
communication with key audiences. These core messages might include the value of partnerships,
improving student achievement through partnerships and how to get involved. Expand upon them
with success stories, anecdotes and testimonials.
Focus on What Matters
Include strategies that will help guarantee success so they are always front and center as leaders
implement the plan, such as
Face-to-face meetings with chamber of commerce
Ongoing training and orientation of partners
Media coverage of special events
The tactics are based on the desired outcomes and should be organized in chronological order.
These are just a few of the initial tactics that might be used.
Activity Audience Measurement of Deadline Person(s)
Develop Schools, Number of hits Program director
partnership Web Businesses and number of
Host inaugural Schools, Number of Program director;
event Businesses participants; Chamber
number of representative
Prepare media kit Media Number of Program director