Читать книгу The Nonprofit Marketing Guide - Kivi Leroux Miller - Страница 56

Example: How to Use These Three Planning Documents Together

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By using these three planning documents together, Melissa Cipollone, the communications strategist for Pasa Sustainable Agriculture, has greatly improved the efficiency of the organization's publication production process.

“I start the planning at the beginning of each year, where I work with all of our staff to create a Big Picture Communications Timeline for the year,” said Melissa. “Then I schedule creative briefings with staff as needed, where we work together to fill out a creative brief.” This guides their brainstorming process and focuses the conversation on important decisions such as the purpose of each publication, its intended audience, its backward production timeline, etc. “We also clearly define roles, such as who are reviewers, who are approvers, who will design the layout, etc.,” said Melissa.

Next, she adds the production timelines to a shared Google editorial calendar, so everyone involved in a production can see the agreed-upon deadlines. “Having a shared editorial calendar also lets me easily show others where we might encounter bottlenecks or conflicts with other planned projects,” said Melissa.

Finally, she initiates a production and editing process that includes clear steps. These are: (1) creating an outline; (2) reconciling a “global” draft, where they only focus on the content and structure of a piece; (3) reconciling a “local” draft, where they hone in on sentence-level edits; and (4) copyediting and proofreading to polish everything up.

“Creating a streamlined planning and production process has helped me work more collaboratively with our staff, and reduce conflicts,” said Melissa. Before, staff would realize that their visions were misaligned after a lot of time was already spent on a draft, or they wouldn't account for the time needed to allow peer reviewers to participate in the production process. “It's certainly not a fool-proof process, but it's helped us tremendously,” said Melissa.

The Nonprofit Marketing Guide

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