Communications Plan

Communications Plan
(Before/ During/ After Structure)
Section I

Completion Status:
(What is the status of the plan?)

Inputs Phase 1 Completed (Top-line ideas added to the plan)

Inputs Phase 2 Completed (Top-line ideas reviewed; integration opportunities added)

Implementation (Plan approved; ideas are being implemented)

Execution Completed (The project is finalized)

Brief:
(How did this project come our way? Include general information about the initiative. What’s the story about? Why should the QF audience care? What makes it unique?)

QF would like to bring together the wider local community from all ages, backgrounds and cultures to participate in an activation that communicates that winning the bid and hosting the WC 2022 has always been a national movement.

The entire community has pulled together to make this happen as well as share the story of the original flag with the world and how this has inspired a nation to unite. The flag signifies pride and solidarity. Therefore, through the Flag Roadshow, we aim to raise awareness of the flag story by collaborating with members of the community to help stitch one big flag.

There are two different scenarios for this project. The first one is to have the physical flag and the accompanying film presented at the opening match of the World Cup and then also communicated on QF Social Media platforms. The second scenario would be sharing the flag story on QF Social Media platforms at the start of the World Cup as part of QF’s legacy.

The flag will have a permanent place at a prime location in either HQ or another area in EC (TBC). Furthermore, we will try to integrate the flag story and assets related to this project during events such as QND.

Note: There are multiple deliverables that will roll out in phases:
1. Main film that communicates the overall story of the original flag and the activation.
2. Snippets/cut downs of the community stitching together Qatar’s flag.
3. Stories of certain participants and their experiences from seeing Qatar win the bid to now hosting it 12 years later. These will be around 4-5 stories for SM.

Overarching Theme:
(All our communication initiatives should fit into a bigger QF theme or strategy. Mark with an X all that apply.)

X The Monthly Theme Youth Challenges. Please specify which ones:

A QF strategy and blueprints. Please specify which one:

A bigger QF campaign. Please specify which one:

Target Audience:
(Who is the coverage aimed at? Mark with an X all that apply)

a) Scope:
X External X Internal

b) If external:
X Domestic Regional International

Specific to one region only. Specify which:

c) Who are we targeting? (e.g. General population? Educators? Researchers? Students? Industry professionals?) Specify.

Students, Citizens, Residents, General Population, Youth, Tourists.

Timeline:
(Describe the timeline for the project.)

Flag Roadshow Launch: September, 2022

Touring around different entities for collaboration: September 25th 2022 – October 26th 2022

Tailoring/finalizing the flag: October 27th, 2022 – October 30th, 2022

Objective(s):
(What are the goals this story is trying to achieve? List three.)

Key Message(s):
(What should audiences remember from the story?)

Risk:
(Please describe associated risk/issues with proposed actions. Two sentences max)

Failure to get approvals needed to showcase the flag during the World Cup games.

Sources:
(What contacts do you need? What contacts do you already have?)

A focal point from every entity that has been collaborated with.

Key Word(s):
(Separate words with commas.)

World Cup, Flag, Solidarity, Pride, Collaboration, Community, Awareness.

Comments:

Launch Date: TBC

Appendix:
(What supporting documents are attached?)
Flag Roadshow Status Tracker.

Section II
Please read Section III with instructions before filling in the plan.

BEFORE THE LAUNCH/ EVENT:

Initiated by Activity Details Format & Channel Target Audience Timeline KPIs Status