Communications Plan for Mission Tomorrow

Below is a high level overview of what the communications team at ChamberRVA is

implementing on behalf of Mission Tomorrow.

Communications Goal:
● Increase the amount of exhibitors at Mission Tomorrow to 170 total by October 1, 2018
● Accurately and enticingly describe Mission Tomorrow
● Inform parents on why Mission Tomorrow matters and what they can do
● Get and keep kids engaged
● Keep the plan grass roots - using low to no cost tactics

Target Audiences:
● New Exhibitors
● Parents
● Volunteers (college sororities and fraternities)

Key Messages and Support Statements:

Key messages will:
● Answer “why should I care?”
● Answer “what's in it for me?”
● Explain Mission Tomorrow
● Be used in social postings and in person

What is Mission Tomorrow and how do I get involved? (Exhibitors/Sponsors)

Mission Tomorrow is a forward thinking career exploration event that focuses on the
development of our local youth and workforce. Our yearly 2 day program is the largest of its kind
and allows us to introduce up to 170 local businesses to over 12,000 8th grade students from
surrounding areas​ ​(Charles City, Chesterfield, Goochland, Hanover, Henrico, New Kent,
Richmond and Powhatan). Local businesses will set up informational and interactive booths to
teach the kids about the career opportunities at their company. We want to make this year
bigger and better and we’d like your company to be a part of it. It’s free of charge to be an
exhibitor and the reward is priceless.
Currently, 8th graders are tasked with choosing a coursework pathway for when they get
to highschool; Mission Tomorrow aims to get them prepared by showcasing different career
paths they can go into in a fun and memorable way. We don’t expect the children to choose a
career by the end of the day but their experience at the program fosters conversations about
what they want to be when they grow up. Ultimately, we want to plant the seed in their minds
that they can be anything they want to be - even things they didn’t know existed.

Why should parents care? What can parents do? (Parents)

 Currently, 8th graders are tasked with choosing a coursework pathway for when they
get to highschool; Mission Tomorrow aims to get them prepared by showcasing different career
paths they can go into in a fun and memorable way. We don’t expect the children to choose a
career by the end of the day but their experience at the program fosters conversations about
what they want to be when they grow up. Ultimately, we want to plant the seed in their minds
that they can be anything they want to be - even things they didn’t know existed.
As guardians of these students we ask that you take time with your child and discuss
what they took interest in at the event. On our website you can find a list of exhibitors that you
can directly ask your child about. We have also included talking points to start a dialogue
between you and your 8th grader.

When? Where? How much?

Event Location:​ Richmond Raceway ​Event Days:​ Thursday, October 18 and Friday, October
19, 2018 ​Event Times:​ 8:30 am – 2:00 pm on both days. ​Event Price: ​Free

Tactics and Timing:

Overview - we will use social media, video, text and in person to reach our target audiences
over the next 3 months.

Timeline
August September October

Kick off social media
Aug 6 will be the start date
Maintain social media
presence
Push for more exhibitors
Countdown on social media
Ramp up excitement
Start planning how we will
use social media during the
event

Tactics: Tactics: Tactics:

Adhere to the content
calendar - posting videos,
sponsor and exhibitor profiles
Send out 2nd ask for videos
from exhibitors and sponsors
by mid August
Add a video request to
general email to exhibitors
Roadshow
Same as August
At this rate I believe we’ll be
on target for our exhibitor
goal. If by chance we aren’t
we should begin following
and communicating with
companies through FB and
IG
Create a plan in late
September/early October for
the event
Going live on our FB and
posting stories and pictures
to IG - use hashtag!

Facebook - Mission Tomorrow Instagram - MissionTomorrowRVA

Hashtag- #MissionTomorrowRVA & #InspireRVA
Communication Risks:
Not selling the story behind MT and getting exhibitors to buy in - low risk
Not explaining to parents well enough why this is important and how they should follow up - high
risk
Not engaging kids and as a result making MT ineffective - high risk