Audience Definition

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					                                                                          ORG NAME
                                                                      Communications Plan
                                                                          8/30/2010

Audience Definition
Audience Name          Description                                  Key Messages
Funder execs           Executive management in foundations          The Green Start program will save the nonprofit 4x that amount
                       who have the discretionary funding to        in one year. Currently, your money is litterally being flushed down
                       spend at least $25k to sponsor 5 of          the toilet and going out the window. ROI is 3-4 months.
                       their grantees to do the Green Start
                       program.                                     Connect the Dots connects environmental sustainability efforts to
                                                                    the populations that these nonprofits serve.

Nonprofit executives   Decision-makers within nonprofits.           Connect the Dots saves you money while reducing
                                                                    environmental impact and keeping organization focused on key
                                                                    mission.
Facilities managers    The people in charge of the day-to-day       There are simple, inexpensive (or free) ways to reduce the costs
                       operations of the facilities upkeep.         of the daily operations of facilities, while reducing the impact on
                                                                    the environment.
Office managers        The people in charge of the day-to-day       We can help elevate your status and help you to spearhead the
                       operations of a nonprofit.                   greening of the office. We've got resources to help you.
Vendors                Vendor of green products or services         Connect the Dots understands and serves the nonprofit sector.
                       wanting to sell into the nonprofit sector.   We're a great platform to reach a sector that accounts for 7.5%
                                                                    of the U.S. GDP annually.
Program Officers       Staff in foundations who make                The Green Start program will save the nonprofit 4x that amount
                       decisions on environmental-focused or        in one year. Currently, your money is litterally being flushed down
                       capacity-building grants.                    the toilet and going out the window. ROI is 3-4 months.

                                                                    Connect the Dots connects environmental sustainability efforts to
                                                                    the populations that these nonprofits serve.

Audience #6
Audience #7
Audience #8
                                                                         GFE KM Communications Plan

              Communications Audit
                                         Audience Priority (1=primary;
Objective          Vehicle                                               Key activities + 'should dos'                                                                                Benchmark
                                           2=secondary; 3=tertiary)




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                                                                         Key Activities:
                                                                         - sign-up for Adwords grant
  1, 2, 3           Web site         2      1      3   2   2   1         - optimize and tweak Adwords                                                                                    N/A
                                                                         - monthly statistics from Google Analytics and Adwords about website;
                                                                         - monthly Technorati report on popularity;

  1, 2, 3            Blog                                                ?? Build "thought leadership" in space?                                                                          0

     1         Speaking at events    1      1      2   2   3   1         Which events should we target?                                                                                    -
                                                                         We regularly show up to networking events. We should:
     1         Networking events     1      1      2   2   3   1         - identify 1-2 other networking events to spend some time at (i.e. Green Drinks, REBN, CleanTech               monthly
                                                                         Breakfast, Citizen Hope, YNPN)
                                                                         We should regularly have phone conversations or in-person meetings with foundation executives,
   6, 7        1-on-1 mtgs/phone     1      1      2   2   2   1                                                                                                                      2 per month
                                                                         nonprofit executives, and channel partners.

                                                                         Since one of our goals is brand impressions, having a regular newsletter go out to people would be an
 1, 2, 3, 4       eNewsletter        1      1      1   1   1   1         excellent way of building that (take our web site news to people rather than forcing them to come to us to       0
                                                                         see if there is new news).

                                                                         Partners connected to our key audiences are good sources of leads for us.

                                                                         We should:
                                                                          - Identify the top 20 channel partners that we want to refer leads to us
                                                                         - Ensure we contact those 20 partners at least once quarterly
                                                                         - Lots of phone calling...
     4        Channel Partnerships                         1                                                                                                                               -
                                                                         Ideas:
                                                                         - Center for Nonprofits (China Brotskey)
                                                                         - Compass Point Services
                                                                         - Earth Island
                                                                         - ?? Something for housing center




                                                                                         Page 2 of 4
                GFE KM Communications Plan



2009 YE Goal




     N/A




      0

 12 per year


 8 per month


 20 per month



   quarterly




  1 per month




                         Page 3 of 4
                                                                                                   ORG NAME
                                                                                               Communications Plan
                                                                                                   8/30/2010

Define Objectives & Evaluation
                                                                                                                                           2008       2009
Number Audience Objective                                  Description                                         Measurement                Baseline   Target
       All      Increase exposure to all audiences.        We want more people to know about us and have       Number of contacts and        15            50
  1
                                                           us top of mind for help. Brand awareness.           leads added per month.

         All          Increase number of unique visitors   We want to grow the number of unique people who Unique visitors per month        100          400
   2
                      per month to web site.               come to our web site each month                 (ave)

         All          Increase the number of times other We want to be thought leaders in the                  Number of links to our        20          100
                      organizations point to us (link to our environmental world, especially among nonprofits. site (see Google Search)
   3
                      site).                                 Thus, we want people pointing their constituents
                                                             towards us.

         All          Increase number of news stories      We want to be thought leaders in the                Number of news stories        1             3
                      written about Connect the Dots.      environmental world. Thus, we want people           written about us per
   4
                                                           quoting us.                                         month (google news
                                                                                                               search + other)

         All          Increase number of inquiries about   We would like more qualified leads to contact us    # opportunities/month         2             8
   5
                      our services.                        for help.

         All          Increase conversion rate from        We would like to convert a greater percentage of    Conversion rate              25%         50%
   6
                      inquiries.                           leads.

         Potential    Increase the number of funding       Increase the number of funding decision makers      Number of conversations       2             6
         funders      decision makers that we've pitched   who know about us.                                  with funding decision
   7
         (corp,       to.                                                                                      makers.
         found)

         Nonprofits   Increase the number of target        Increase the number of nonprofit executives who     Number of conversations       5            15
                      nonprofits that we've piteched to.   know about us.                                      with nonprofit execs or
   8
                                                                                                               board members.


                      Objective # 9

                      Objective #10