START HERE! Communications Toolkit
Communications Plan—TEMPLATE
The goal of the entire Communications Plan Toolkit is to help you create a communications plan specific to your organization
and all of its unique elements. To maximize the value of this Toolkit:
 Save this document to your computer now.
 Use it as a worksheet as you review and process the Toolkit: deleting rows/tasks that aren’t a fit for your organization,
editing others, and creating whole new ones that come to your mind.
 Recognize that if your organization cannot use e-mail or an Intranet system as a primary vehicle to reach your associates,
you’ll need to adjust the “Distribution Vehicle(s)” to include newsletters, memos, bulletin boards, etc.
Week of
Responsible
Party
Distribution
Vehicle(s)
Content/Purpose
Notes
TARGET: [MONTH] [DAY], 2011 [INITIAL/PRIMARY WALK DATE(S)]
In Advance
Communications Plan
Set calendar for Key Steps of plan
Guidance based upon Toolkit and your
organization’s contemporaneous activities
In Advance
E-mail address
To facilitate communications specific to
IT division to create:
Walk to End Alzheimer’s™
ALZ@[Organization].[com or org]
In Advance
Internal protocol
File or report planned communications
to meet required policies, if any
In Advance
Customer-related
File or report planned communications
protocol
to meet required policies, if any
In Advance
Industry or business
File or report planned communications
Be sure they check their respective
partner protocol
to meet required policies, if any
organizational policies and protocol
ANNOUNCE (RECRUIT minus 0 days up to 12 weeks)
Senior leader meeting, Share National Team commitment and
Send early enough to allow sufficient
call, or memo
the expectation of their
time/notice to facilitate their involvement in the
support/participation
announcement launch
Senior Leaders
Declare senior leadership support to
Coordinate/order ALZ/purple clothing or
associates
accessories
Launch event
Alert all to National Team commitment
Existing gathering or one specifically created
and declare senior leadership support
for the occasion; invite ALZ rep.
Launch action
Alert all to National Team commitment
Ex: Purple lighting or water in fountain; Walk
balloon placement; etc.
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1
Week of
Responsible
Party
Distribution
Vehicle(s)
Content/Purpose
Notes
Install signage
Denoting National Team commitment
Banners, Facts placards, etc. available for
order through Alzheimer’s Association
“Talking points”
reference cards
Prepare front-facing personnel for
season-long support of National Team
commitment
Excite associates re: Walk
Excite associates re: Walk
Explain National Team commitment;
why relevant; how/when to participate;
all relevant Walk date(s)
To help lead associates in response to
Walk
Alert customers and business partners
To customers via mailing insert or
existing newsletter
Explain National Team commitment;
why relevant; how/when to participate
Talking points; consider the use of purple
E- mail message
Voice mail message
Establish Intranet
page
Manager talking points
On-hold message
Mailing notification
Internet
RECRUIT (FUNDRAISE minus 4 or more weeks; match length of FUNDRAISE timeframe)
Leadership message,
Thank you message to associates
support
volunteering for Floor/Building/ Site/
Function/Department captains
E-mail or Intranet
Registration opens; how to do so
(include Mobile Registration, if
applicable)
Desk-drop cards
Easy reference registration and date
reminder
Registration event
Begin recruitment/registration process
signage, set-up
Maintain Intranet page Ongoing reminder of National Team
role, Walk date(s), how to register
Bulletin boards
Ongoing reminder of National Team
role, Walk date(s), how to register
Establish Internet
Offers participation outlet for business
page
partners and customers
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2
Push out to all associates
Push out to all organization phones
Access ALZ media resources; consider the
use of purple
In case receive questions
Access ALZ media resources; consider the
use of purple
Alert to coming dates, review
role/expectations, include physical recognition
item (if applicable)
Announce known/relevant captains; announce
incentives/prizes or contests, if applicable
Per person distribution at desks, mailboxes, or
upon building entry
Out fit for on-the-spot registration; requires
laptop(s) and wireless access
Offer new “hook” based on progress,
challenges made, or latest Alzheimer’s news
Offer new “hook” based on progress,
challenges made, or latest Alzheimer’s news
Establish easy access page, e.g.,
www.[Organization].[com or org]/ALZ
Week of
Responsible
Party
Distribution
Vehicle(s)
Business Partner
message
Customer message
Ongoing,
weekly
“Welcome” package
E-mail to team
captains
Content/Purpose
Explain National Team commitment;
why relevant, how able to respond
Explain National Team commitment;
why relevant, how able to respond
Thank participant for registering and
direct them to recruitment and
fundraising activities
Invite to optional check-in call/meeting
FUNDRAISE (RALLY minus 4 or more weeks; match length of RECRUIT timeframe)
Update Intranet page
Maintain throughout this phase
E-mail #1 to registered
participants
Ongoing,
weekly
Update Intranet page;
e-mail; or posted
notices
Congratulations letters
E-mail #2 to registered
participants
E-mail #3 to registered
participants
Offer new insight to connection with
Alzheimer’s; encourage their active
recruitment and fundraising participation
Invite registered participants to Training
call/meeting to review Kintera system
Distribute to participants achieving predetermined fundraising levels
Offer new insight to connection with
Alzheimer’s; encourage their active
recruitment and fundraising participation
Offer new insight to connection with
Alzheimer’s; encourage their active
recruitment and fundraising participation
World Alzheimer’s Day awareness
Sept. 21
Internet
Sept. 21
Intranet or associate
memo/newsletter
World Alzheimer’s Day awareness
E-mail #4 to registered
participants
Offer new insight to connection with
Alzheimer’s; encourage their active
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Notes
Refer to created Internet page
Refer to created Internet page
Send weekly, to all newly registered
participants; include next step instructions
and, if applicable, a physical item and
incentives/prize information
Agenda is informal: share updates and
address questions or needs
Include Matching Gift instructions, if
applicable
Include Matching Gift instructions, if
applicable
Done in connection with recognition strategy;
complete on a weekly or other structured
schedule
Spotlight success stories; include Matching
Gift instructions, if applicable
Spotlight success stories; include Matching
Gift instructions, if applicable
Connect observance to National Team role
and opportunity to participate
Remind associates they’re part of a larger
network of people and Teams taking on
Alzheimer’s
Ensure funds have been properly recorded
online; include Matching Gift instructions, if
Week of
Responsible
Party
2 weeks
after Walk
concludes
Distribution
Vehicle(s)
“Push to end” e-mail
Content/Purpose
Notes
recruitment and fundraising participation
Walk has passed, response was strong,
but help push to the end of the
accounting and recognition period
applicable
To be sent by Alzheimer’s Association
Offer details and logistics re: final steps
leading to the Walk
Show-up “big” at event as Walkers
complete course
At conclusion of local Walk(s); share
pertinent stories; solicit feedback/ideas;
reinforce final dates
Add photos as they arrive to excite and
celebrate with participants
From top leadership; share photos,
pertinent stories; solicit feedback/ideas;
announce contest winners, if applicable
Recognize/embrace business partners
who provided support
Push for fundraising close and online entry;
share meet up details, directions, etc.
T-shirts, banners, balloons, or other
organization signage as a National Team
NOTE: This is specific to a local Walk(s);
cross-organization wrap-up to all locations will
come at the close of the full Walk schedule
Embrace of customers who provided
support
Announce overall success of commitment and
highlight collective customer participation
RALLY (Target minus 1 week)
E-mail
Merchandise to
Walkers
Walk-based thank you
Update Intranet page
E-mail concluding
Walk season
Business Partner
insert, newsletter, or
similar
Customer insert,
newsletter, or similar
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NOTE: This is for cross-organization
communication once (most) all Walks have
occurred
Announce overall success of commitment and
highlight business partner participation