Communications General Motors’ CSR Campaign Plan

Communications General Motors’ CSR Campaign Plan

Instructions/Descriptions

Communications General Motors’ CSR Campaign Plan

Please see the sample you need to combine all the previous assignment because final is an integrated CSR plan.

Your audience: You are writing the plan for senior-level decision makers or stakeholders of your selected client’s organization.

Executive summary: The executive summary appears first but is written last. In this section, you will provide the readers / decision-makers with the “so what” of your plan, and why it’s important to them.

You will preview your plan’s goals and objectives and its benefits.

You may also concisely convey the type of strategies you will employ to implement the plan, giving the reader / decision-maker confidence in the plan’s success. The executive summary is typically a ratio of the document length and depth of substance; for purposes of the capstone project, half- to three-quarters of a page of text seems to be a good guideline.

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Give the readers what they need to know up front, with an incentive to keep reading. If the executive summary is too long, they’ll move on whatever else is on their desk.

1. Background Demonstrate your knowledge of your client’s mission, vision, values, strategic goals, and operating context.

It sets the scene by introducing your client’s strengths, weaknesses, opportunities and threats vis-à-vis CSR, and where it lies on the CSR continuum.

This section presents information relevant to decision-makers using facts, examples, data, leadership messages, and research findings. You will next discuss how CSR communication can help the readers / decision-makers achieve (maximize, optimize) their organization’s CSR enterprise goals.

The background section could be one to two pages, depending on your client’s mission, scope and reach.

III. Goal and Objectives In this section, you outline your client’s CSR goal and objectives contextualized with the information discussed in the background section.

The goals and objectives section should be one to two pages of text.

1. Stakeholders In this section, you will outline for your readers / decision-makers the primary and secondary stakeholders that you identified already. You could include the figure, if you think it is helpful to the decision-maker.

The challenge of this section is to convince the reader / decision-maker that each stakeholder group you have identified has influence over the CSR campaign’s success, and the organization’s success by extension.

The temptation is to methodically answer the list of “WIFM” questions for each: what are their needs, capabilities and constraints? What do they care about? What do they want? Who influences them? What moves and motivates them? But too much complexity here will undermine readability.

The key here is how to arrange this information about each primary and secondary stakeholder group in a way that is both appealing and informative. Ideally, your readers / decision-will leave the page with an image of each stakeholder group, their role, and their (favorable-neutral-unfavorable) attitudes toward your client’s CSR efforts generally and your proposed campaign specifically.

I would expect the stakeholders section to be three to four pages of text, once all is said and done, but go with your instincts on how much information is sufficient. Don’t feel the need to stretch it to three pages if it’s not warranted. And don’t short-change yourself if you need four pages to cover stakeholders well.

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1. Key Messages Include here an introduction or overview of your messaging strategy.
2. Message themes: In this section, you will introduce the strategic-level messages for your CSR campaign. Strategic-level messages are designed to work with all audiences / stakeholders, and are typically incorporated in executive-level and corporate communication.
3. Message maps: In this section, you will present messages intended to resonate with specific stakeholder groups.

If you’ve done the stakeholder analysis piece well, your readers / decision-makers should not need additional prompts to understand how or why the message is relatable to the stakeholder.

Messaging is not an exhaustive process. I would expect the key messages section to be a one or two pages of text. You may include the message maps in their text boxes as an appendix or figure. The plan should walk readers through the messaging strategy through expository or narrative writing.

1. Strategy and Tactics This section is the most detailed element of the plan, and could easily run 7-10 pages, depending on the complexity and scope of the CSR campaign.

This is where you will showcase your ideas for effective messaging, channel selection, branding, outreach, and other activities and initiatives that to gain public support, involve stakeholders in ways that are productive and beneficial, and achieve results for your client.

This is where you will make full use of your tool kit as a professional communicator. Convince your readers / decision-makers that you are using your tool kit efficiently and effectively to achieve the CSR campaign’s communication goals and objectives. Make explicit how implementation strategies, tactics and assets advance a communications objective.

You may assume that your CSR campaign will be appropriately resourced. In other words, don’t self-censor or limit your ideas because you think they might be costly. However, do consider whether the level of effort and resources required are in balance with the expected outcomes.

You will want to include in this section your timeline for the campaign. This will demonstrate your ability to manage scope, grow and manage campaign momentum, and synchronize communication and outreach efforts for maximum impact.

If appropriate to your campaign, you may incorporate in this section potential implementing partners across multiple sectors, and the value proposition for each potential partner’s participation.

Be sure to distinguish between your strategies and tactics by calling them out separately!

VII. Measurement In this section, you will present your proposed schema to evaluate effectiveness of your communication strategy.

Be sure to clarify exactly what you are measuring and why.

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The metrics will offer specific data points or other qualitative and quantitative criteria to ascertain progress toward your plan’s communication objectives and goals, and the ultimate success of the CSR campaign en toto. I am not sure how much space the M&E section will require, with regard to page length. You may find once you get into it that you need three or four pages to be thorough.

A note on overall page length and quality

Overall quality is one of the criteria for grading the campaign plan, including its visual appeal. In the foregoing sections, I’ve suggested page lengths using vanilla text. I encourage you to think beyond the standard word document, however. Think about fonts, color, white space, and elements of publication layout such as pull-out quotes, fun facts, and pictures with captions.

You want to use design elements to help your readers / decision-makers navigate their way through the document. Additionally, you want to involve your readers / decision-makers cognitively and emotionally in what you are proposing, to make your proposal memorable.

Assuming you employ even minimal design techniques, the overall page length will expand beyond the sum of what I listed in each section.

Communications General Motors’ CSR Campaign Plan

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