Every comms plan is different. Indeed your approach for your first raise will likely be different to a follow-on raise. But the following general principles apply whatever stage you are at.
In the early phase of your raise programme it is important to build local awareness of this opportunity. People will not be expecting it, and so ensuring that there is as broad a range of communications as possible, across a range of channels, will help spread the word and build the awareness that we will seek to convert later.
Our research indicates that people are more likely to consider investing when they see content about the raise a 6 - 10 times, across different channels. This is particularly important for people who are less regular investors, as they will need to be comfortable with the financial decision they are making. So getting the idea out there as much as possible is a good bet.
People want to invest in things that are part of a clear plan to decarbonise their community, ideally through projects that are visible in the community. It helps make the investment tangible and relatable. So any elements of the comms plans that can help make the impact of the investment feel real will be really valuable.
This is to ensure that the positive messaging gets out and there isn’t cynicism about the council’s motives. That means ensuring the positive, inclusive elements of the investment offer are front and centre in our communications strategy.