Shane Huntley

[DRAFT V. 1.0] EXECUTIVE SUMMARY MOEMOEA/OUR VISION WHAINGA/OUR MISSION OUR COMMITMENTS Kia tu pakari ai te whare o Apa ki te Ra To; our vision for Ngati Apa ki te Ra To is for a strong, vibrant, and proud Iwi which exercises and realises its rangatiratanga. We believe that having a clear view of our mission/purpose as an organization is critical to ensuring that our plans are formed in the right context, and are directed at achieving the right things. 1. Accordingly, our views on the Trust’s mission covers the following five areas: 4. Our Trust vision is for an effective and responsive organization that utilises its resources efficiently to meet the needs and aspirations of members, while also providing for future generations. • • • 2. 3. 5. Whakahiatu Ora Tipu/ Social Development Te Whakahaumanu Ahurea/ Cultural Development Kaitiakitanga/Environmental Responsibilities Te Mana Whakahaere/ Organisational Development Hikina Whakatutuki/ Economic Development It is essential to clearly and consistently communicate Ngati Apa ki te Ra To vision, mission and objectives through effective planning and consistent execution to foster and develop iwi understanding, trust and partnership. That understanding, trust and partnership will be central to growing our numbers and building a word of mouth relationship that extends our circle of influence throughout the community. All tools and resources at our disposal must be rallied around that relationship to enhance the iwi message, communicate our culture effectively and empower members to take ownership. CORE OBJECTIVES 5 Key Objectives in the Business Plan: 1. 2. 3. 4. 5. Whakahiatu Ora Tipu / Social Development Te Whakahaumanu Ahurea / Cultural Development Kaitiakitanga / Environmental Responsibilities Te Mana Whakahaere / Organizational Development Hikina Whakatutuki/Economic Development 6 priority objectives in the Strategic Plan: 1. 2. 3. 4. 5. 6. Building a clear Picture for Whānau Improving engagement Cultural Development Hapū Development Strengthening and Understanding Whakapapa Exploring Opportunities for Marae Development Communication of Ngati Apa ki te Ra To objectives, outcomes, strategies, engagements & knowledge transfer begins with sound self assessment, planning and insight based on a set of straightforward criteria… ▪ Analysis ▪ Objectives ▪ Audiences ▪ Messages ▪ Tools & Activities ▪ Resources ▪ Timelines ▪ Evaluation & Amendments COMMUNICATIONS STRUCTURE ▪ Analysis ➢ A review of all available data and strategic goals to fully inform a comprehensive & focused Communications strategy. ▪ Objectives ➢ Define objectives and outcomes of the strategy to ensure full accountability with measurable outcomes. ▪ Audiences ➢ Understand and segment iwi audiences to improve direct communication, tone of voice and meaningful impact. ▪ Messages ▪ Tools & Activities ▪ Resources ▪ Timelines ▪ Evaluation & Amendments ➢ Develop carefully crafted messaging that is immediately understandable, relevant and communicates effectively. ➢ Understand the tools at out disposal and the activities needed to maximize impact on iwi members and their families. ➢ Run a full assessment of all resources at our disposal and others required to fulfill trust mandates and commitments. ➢ Establish firm timelines that guide internal processes, the communication needs and strategic/tactical implementation. ➢ Establish a quarterly evaluation structure to assess communications outcomes, strategy & directional needs COMMUNICATIONS IN ACTION A STRAIGHTFORWARD 5-STEP PROCESS 5.Assess 1.Analyze 4.Execution 2.Understand • Our approach to communication requires effective analysis of available information with firm objectives in mind. • This leads to understanding the needs and and necessary approach to the situation with consideration of tools & resources at our disposal. • The executive team creates a strategic plan based on objectives and all gathered information. • The plan is implemented across necessary channels for maximum impact. • Critical assessment is applied to outcomes. 3.Plan 2015 TIMELINES Ngati Apa ki te Ra To 2015 Communications Timeline W EBSITE M ANAGEMENT BEGINS ANNUAL REPORT PRODUCTION MEDIA RELEASES Q3 COMMUNICATIONS EVALUATION RELATIONSHIP MANAGEMENT (OTHER IW I, LOCAL GOVT, CROWN AGENCIES, BUSINESS SECTOR) PANUI RELEASE May 21-May June June June June July September September September December DATABASE MANAGEMENT MEMBERSHIP DRIVE SURVEY/RESEARCH M ANAGEMENT Q4 COMMUNICATIONS EVALUATION QUARTERLY UPDATE ➢ ➢ ➢ ➢ Website review is fully underway, as outlined in this document, and will be completed by June 5 th. Panui template achieved with first application & release in May. June to include Database mining, a membership drive and research across iwi members. September to include Quarterly update, relationship Management and a Q3 evaluation on Communications. WEBSITE CURRENT WEBSITE REVIEW No Homepage exists. This is a static brochure page with no live content or elements. HOME ABOUT US: -History has no visuals or expansion and link crashes browser. [Disabled] -Native land court video link leads to security warning page. [Disabled] -Our People remains empty -Whakatauki does not contain any proverbs or metaphors ABOUT US *History *Nativeland court *Our People *Whakatauki EDUCATION *Grants App Education contains Grants application form and message that applications are now closed. Outdated. News/Events contains only Outdated ‘computers in homes’ info and a poorly placed link to the 5yr BP. PANUI NEWS/EVENTS *Auto download *PC in Homes *5yr BP Panui auto downloads a .PDF file without a permission request. There are no backdated newsletters available. CONTACTS Contacts have no explainer on enquiry message rules, or compulsory fields. Cell numbers should not be available in public. Needs restructure & tidy. WEBSITE PHASE 1 DEVELOPMENT HOME ABOUT US EDUCATION PANUI NEWS/EVENTS CONTACTS HOME to be made live and dynamic with frequent updates, relevant information, meaningful news and interactivity, including polls/research -HISTORY will have visuals & expansion added. -NATIVE land court to get correct links to video & historical documents -OUR PEOPLE to have up-to-date pics & profiles added. -WHAKATAUKI will evolve to contain meaningful metaphor & proverbs EDUCATION to be expanded under GRANTS to include Education & options, Kaumatua Koha and hardship. PANUI will fall under NEWS and include the current months newsletter, past Panui and links to relevant pages that give meaning/understanding NEWS/EVENTS to have submenus and include what’s on/calender, panui, media releases, Chairperson requires Ngati Apa email address (not generic). Mobile numbers will be removed in the interests of personal security. Chair and CEO boxed. Operational staff highlighted as direct contact points. OTHER IWI WEBSITE MENUS In structuring our thoughts and strategies regarding the essential development of the Ngati Apa ki te Ra To website, it is important to look at and understand the structures and processes applied by other iwi. The following few examples assist in focusing meaningful website structures. OTHER IWI WEBSITES MENUS MENU LISTS FROM OTHER IWI WEBSITES Members About Us Publications Projects Key Documents Services Grants Registrations Gallery Education Operations Takiwa Marae Leadership Culture Environment Communications Relationships Our People What’s On Hapu Development Tribal Register Runanga Panui Ka Mate What’s On Whanau • • • News Investment Governance Media Releases Treaty Whakapapa Contacts The above key words are menu options from over a dozen iwi websites across the country. From this list we looked for words of significance and meaning to apply to the iwi website. The following words were selected as menu titles to be matched with submenu headings. HOME CULTURE ABOUT US NEWS/EVENTS MEMBERSHIP GOVERNANCE GRANTS CONTACTS GALLERY WEBSITE PHASE 2 RESTRUCTURE HOME ABOUT US CULTURE MEMBERSHIP NEWS/EVENTS GRANTS GOVERNANCE GALLERY CONTACTS Features The NAKTRT story Wananga Why Join? Panui & backdates Criteria Board Pics Menu Executive Latest News Our People Pepeha Registrations Media Releases Education Objectives Traditional Operational Your views Our Vision The Marae Whakapapa What's On Kaumatua Strategic Plan Whanau Office Your Polls Our Mission Calender Hardship Quarterly report Events Feedback Inspiration Annual report • Phase 2 requires a restructure of the website’s core architecture to expand communication offerings, introduce new & highly relevant touch-points, deepen cultural understanding and provide accountability. • Phase 3 is the next stage in communication of our culture by applying modern tools that fit traditional needs and improve iwi ability to inform, touch, motivate, educate and uplift Ngati Apa ki te Ra To members. WEBSITE PHASE 3 SOCIAL MEDIA & INTERACTIVITY CURRENT REVISIONS REVISED PANUI TEMPLATE • Latest Neilsens research shows that readers of newsletters decide to continue or not within 7 seconds, with headlines gaining the most attention and an average 51 seconds spent reading a newsletter. • Revised Panui template has been given structure & form to communicate with clarity. • New ‘Heads’ create easier flow, leading the eye naturally from one section to the next. • Opening ‘Heads’ lead with the Chairman and CEO’s communications. • All stories have ‘Read More’ tabs to provide more depth for interested iwi members. INTRODUCTION OF PRESS RELEASE TEMPLATE The revised PR template was used for the first time on Thursday 22 May and sent to local/national Govt and key media houses. Responses have been upbeat and positive with requests for media Interviews and some congratulations. • • • • • • Other developments of the week will see all web related activity brought in house. Phase 1 of a website makeover will be applied in June. Iwi engagement and drive to build membership numbers will begin in June. Distance requires telephonic interviews/research for those outside the marlborough region. Low cost online research will be introduced to the Ngati Apa ki te Ra To website. Focus groups to be applied to marlborough region members. THANK YOU http://www.ngatiapakiterato.iwi.nz/