Strategic Communications

Project Committee

Krista Paternostro in charge: krista@MORS.ORG

The new ORMS ad we're going to run:  ORMS Ad blue2 - August 2008.pdf

Strategic Communications Campaign Basics

Elements of a Campaign

     Planning Framework: goals, target audiences for each

     Communications Strategy: priorities and approaches

     Program Plan: program management, including POA&M, budget, metrics for ROI, measurement strategy

These elements should be reviewed and revised on a deliberate cycle.

Steps to build the Campaign Framework (Element 1)

     Establish the scope of the campaign

     Establish the campaign's decision making process, get it approved

     Review the status quo: existing documents of governance, policies, stated goals, existing media

     Interview Decision makers: individually

     Presentation to Decision Making Committee

Proposed Scope

1. Attract new members
2. Attract meeting attendees
3. Stimulate our current members to be more active
4. Make our sponsors proud

Proposed Themes (Communicating the Value of Membership)

• MORS members mingle with DoD decision makers and key analysts
• MORS has many things going on (variety)
• MORS activity is at the forefront of what DoD and the Country are concerned

  about today (has impact on formation of the Analytic Agenda)

• MORS members have direct impact in fighting terrorism worldwide, and on

  operations in IQ and AF

• MORS is for uniforms, civilians, contractors, and students
• MORS members serve all Services, DoD, JCS, and DHS
• MORS is a superior source of professional development for analysts, can help

  a supervisor of analysts with training & professional development

Targeting the Audience

What makes someone a serious candidate for MORS membership and meeting attendence?  Here are some ideas, I hope you have more...

• Folks who have attended a special meeting
• Members of student chapters of INFORMS at selected universities
• Faculty and students receiving financial backing in the form of ONR, AFSOR, or OAR grants
• Faculty or students receiving reimbursible research finding
• Faculty and students at universities close to major military installations

Can we buy mailing lists?  Whose would we want?

Approaches (getting ahead of ourselves, just floating ideas)

1. Advertising on the Web
   1. Professional destinations
   2. Recreational destinations
   3. Free advertising & links from friends
2. Web Presence (key to growth in the value of membership)
3. Outreach to the Prospective Member's Influencers
4. Communications with Existing Members

     remind them of the value of their membership

     escort them to using the new MORS stuff

     alert them about upcoming additions to the value of membership

5. Press Releases
6. MORS Leadership Playbook

The Wheelhouse

If you're talking radio and potential MORS members, you gota be talking SportsTalk.  This article gives you a little lay of the land in DC sports talk http://blog.washingtonpost.com/rawfisher/2008/07/_philadelphias_wip_all_local.html?hpid=news-col-blog.