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CBP Strategic Communications Plan 2016-2021

This strategic communications plan outlines goals and recommendations to engage stakeholders in protecting the Chesapeake Bay, targeting various audiences through multimedia and collaboration efforts.

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CBP Strategic Communications Plan 2016-2021

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  1. CBP Strategic Communications Plan 2016-2021 Rachel Felver, communications director Chesapeake bay program August 4, 2016

  2. Plan Status • It’s finished! • It’s being reviewed! • Our ask…. • Please review and provide edits within two weeks of receiving plan.

  3. Research and Findings • Three focus groups • 16 one-on-one interviews • Online survey • Internal communications audit

  4. What is the intent of this plan? • Goals and Recommendations • CBP Communications Team Action Plan

  5. Definition of Terms • Chesapeake Bay Program • Chesapeake Bay Program partners • Chesapeake Bay Program partnership

  6. Mission and Vision Statements Mission Our mission is to communicate and support the policy, science and data of the Chesapeake Bay Program and its partners through media outreach, web- and print–based products, high-quality multimedia, an established and consistent brand, targeted messaging, and collaboration and engagement with stakeholders around the watershed.

  7. Mission and Vision Statements VISION Through the communications of the Chesapeake Bay Program and its partners, the public will be engaged, educated and inspired about the protection and restoration of the Chesapeake Bay and its waterways.

  8. Audiences • Elected and appointed officials at the federal, state and local levels. • Non-governmental organizations that focus on Chesapeake Bay restoration (e.g. Alliance for the Chesapeake Bay, Chesapeake Bay Trust, Chesapeake Funders Network). • Academic and research partners (e.g. University of Maryland Center for Environmental Science, Virginia Institute of Marine Science). • Chesapeake Bay Program partners • Goal Implementation Team members • Advisory Committees • Workgroup members • Communicators • Media • Federal, state, local, academic and nonprofit communications professionals • Interested public • Watchdog organizations – nonprofit organizations that monitor the progress of the Chesapeake Bay watershed restoration and protection and/or participate in clean-up efforts (e.g. Riverkeepers associations).

  9. SWOT Analysis

  10. Goals and Recommendations • Goal #1: Enhance and strengthen internal communications across the Chesapeake Bay Program.

  11. Goals and Recommendations • Goal #2: Increase outreach efforts that prioritize engagement with local governments, local elected officials and minority stakeholders to communicate the work of the Chesapeake Bay Program, its partners and the importance of protecting/restoring the Chesapeake Bay watershed.

  12. Goals and Recommendations • Goal #3: Expand knowledge of the work of the Chesapeake Bay Program, its partners and the importance of protecting/restoring the Chesapeake Bay watershed.

  13. Measuring Success • CBP Communications Team Action Plan • 6 month review with Communications Workgroup • Annual review with Management Board

  14. Questions? Rachel Felver, Communications Director Chesapeake Bay Program, Alliance for the Chesapeake Bay rfelver@chesapeakebay.net (410) 267-5740

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