Purpose
Communicating effectively with members, volunteers and other stakeholders is critical for Lichfield and Hatherton Canals Restoration Trust. Our reputation and, ultimately the success of the trust, hinge on the strength and quality of our communications, and it is a function which cuts across all areas of the trust.
The aim of the strategy, and the communications function, is to:
- support the mission, vision and values
- protect and enhance the reputation of Lichfield and Hatherton Canals Restoration Trust
- set out what our key priorities are
- set out how we will communicate effectively with our audiences.
Elements
The strategy reflects three key elements:
- direct support to the overall strategy – everything we do has a communications aspect
- internal communications and volunteer engagement
- reputation
Challenges
External forces
Political: Changes in councillors/MPs | Planning delays impacting our progress
Economic: Lack of funding impacting our progress
Social: Managing expectations of the public
Internal forces
Volunteer engagement and expectations
Tailoring communications to different volunteers
Non-digital volunteers
Key messages
We are restoring the Lichfield and Hatherton Canals to establish a navigable gateway to the Birmingham Canal Navigations, meanwhile creating a green and blue corridor for the benefit of our community.
Secondary messages:
The detailed benefits of our work are:
- We provide an amenity for many
- We provide new sustainable wildlife habitats
- Our work has a biodiversity net gain
- We create economic benefits through tourism and new business
- We provide training and new skills
- We help the health and wellbeing of our volunteers
We do this with:
Integrity | teamwork and respect | inclusiveness | sustainability | community value
Call to action:
People can help us by volunteering, joining the trust or donating/fundraising.
Key Audiences
We have a wide range of audiences with which we must communicate effectively. Our key audiences are:
Communication channels
| Members: | Volunteers: | Stakeholders: |
| Cut Both Ways Towpath Times Events Website Social media Other emails Annual report AGM | Toolbox Talks Monthly forum Cut Both Ways (email) Towpath Times Posters in cabins Website WhatsApp group Other emails Annual report AGM | Media relations LDC meeting Leaflets / posters Events and talks Social media Site noticeboards Annual report AGM |
Within these channels there are options, which will be considered on a case-by-case basis by the communications and marketing trustee, for example various social media platforms and media outlets.
As an organisation, we communicate with audiences which are communications channels as well as audiences in themselves; for example Councils and the media.
Joined-up communications
This strategy aims to ensure a link between the corporate identity (as presented to external stakeholders), our values and all communications.
Related strategies and documents
Brand guidelines
Communications plan
March 2025