(Text take from Executive Summary — Read Full Report)
This document provides a plan for The Stewardship Centre for BC (SCBC) to guide its communications efforts over the next two years in support of the organization’s Strategic Plan.
The Communications Plan provides an analysis of the public, stakeholder and media environment in which the SCBC will undertake its communications activities. The plan identifies the overriding goals, objectives and target audiences for communications. A strategy provides overall direction for the development of a wide range of communications products and implementation of communications tactics.
The concept of branding the SCBC is reviewed and recommendations are provided. The importance of storytelling as a central feature of communications is outlined and key messages are provided for use in all communications products. Several principles are identified to guide communications activities.
A detailed work plan has been developed (Appendix A) and several techniques for evaluating communications have been identified.
The Communications Plan calls for:
1. Enhancing awareness and understanding of the SCBC within the stewardship community.
2. Communicating with local decision makers and professionals involved with land use planning.
3. Communicating with businesses and operators that have stewardship interests.
4. Informing the public about stewardship through targeted communications and outreach at the community level.
The Communications Plan proposes two main stages for implementation. Stage One will involve the development of various products and materials, and building a communications tool kit. Stage Two will focus on using the tool kit in a variety of communications and outreach activities.