SMS and Social Media Brief: [ORGANISATION NAME]

[Date]

V1.0

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 CONTENTS

Purpose 3
Objectives 3
Outputs 3
Audience 3
Resources 3
Work Strands 4
Appendix 1. Pricing Project 10
Appendix 2. Terms & Conditions 10
Appendix 3. Privacy Policy 10
.

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Client Name
Project Title [ORGANISATION NAME] SMS and Social Media Project
Projected Live Date

Purpose:
This document has been produced to capture headline information on objective, scope, requirements
and outputs so that the project can be authorised and outputs – including policy and content -
delivered.

Objectives:
The key objectives of [ORGANISATION NAME]’s SMS and Social Media Project are -

[Organisation to consider, but they may include publicising and enriching events, reaching new
participants, capturing feedback and evaluations, obtaining feedback to inform direction, or creating
new lines of communication for parents and participants.]

Outputs:
[Outputs for a programme of SMS content are the step-by-step items that will lead to delivery of
objectives. They may include–

1. Development of SMS Message Subscribers database

2. Setup of SMS Bulk Messaging Software
3. Presentation of new SMS Message update service to target groups
4. Content Plan
5. Design and release of SMS content programme [This will be dependent on your audience,
objectives and also what kind of SMS package you’re using (ie one way or two way
communication). For this template I’ve included two examples of content –
a. ‘Big Brother’ Challenges for parents and participants
b. Event-based content (updates and enriching bolt-ons) for Young People]

Supported by training and documentation to ensure the framework, knowledge and momentum
gleaned from the project lives and grows beyond the project itself.]

Audience:
[Research and define your audience(s). Every one will have different content requirements, as well as
preferences on tone, voice, language etc]

Resources:

[Research and define your resources. This may include a Project Leader providing strategic input, a
Project Manager offering day-to-day management and implementation, plus possible client, data
owner, administrator and content creator].

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Work Strands:

1. Development of SMS Message Subscribers database

a. Resources
b. Fields
c. Step-by-Step Database Creation and Management
d. Ongoing maintenance

Outputs – SMS Message Subscribers Database

2. Setup of SMS Bulk Messaging Software

a. Supplier
b. Resources
c. Training on SMS software

3. Marketing and Publicity of new SMS Message update service

a. Live promotional events
b. Creation of supporting documentation including T&Cs and privacy policy

Outputs – Presentation Notes, T&Cs, Privacy Policy, Signup sheet

4. Definition, creation and delivery of content

a. Content Matrix
b. Content
c. SMS message content release
d. Assessment

Outputs – Content Matrix, How to Guide.

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1. Development of SMS Message Subscribers database

[ORGANISATION NAME] will develop an SMS Message Subscribers Database. This will be a
spreadsheet listing all the SMS message subscribers’ mobile numbers alongside pertinent information
such as the group(s) of content they’re subscribed to. This data will be updated to reflect new and
discontinuing subscribers and will be used to populate the ‘groups’ within the bulk SMS software
which messages will be sent to.

The below suggests resources, fields and policy for development and ongoing management of this
document.

The database will be accessed and managed on a day-to-day basis by [ORGANISATION NAME].

1a). Resources

[Define resources for this project component]

 Data Manager – [insert name] – responsibility for data quality, sharing and
documentation/policy, as well as implementation of field changes, creating and training users
 Data Administrator – [insert name] - updating data with responsibility for quality of data they
themselves add or revise.

All levels have responsibility for understanding and compliance with documentation/policy.

1b). Fields

[Different audiences will have different requirements in terms of data capture. Some suggested items
for below (nb these fields will all be captured on the proposed ‘Signup Sheet’) -

 Parent’s name
 Child/Young Person’s name
 Mobile number
 Group (Two tickbox columns, one for each group)
 Address and post code
 Mobile number (must be parent or over 18)
 Child’s date of birth
 Child’s gender
 Emergency contact name
 Emergency contact mobile
 Disability/medical information
 Application submitted by
 Relationship to child
 Email address (Optional) (must be parent or over 18)
 Date ]

1c). Step-by-Step Database Creation and Management

i. [ORGANISATION NAME] will create the SMS Message Subscribers Database in .xl file
format, with the fields above, providing access and training for users as defined above (Free
online document sharing tool Google Docs might be useful in terms of ensuring shared
‘always on’ access.)

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 ii. [ORGANISATION NAME] to obtain confirmation of subscribers and details thereof. See
section 3 for more information on this.

iii. [ORGANISATION NAME] to add subscribers’ details to database.

iv. [ORGANISATION NAME] to add subscribers phone numbers to respective groups (‘Big
Brother’ and ‘Young People’ within bulk SMS software).

1d). Ongoing maintenance

To ensure any STOP cancelled subscribers or new subscribers are captured either –

a. Prior to the sending of any SMS message, [ORGANISATION NAME] resource to update bulk
SMS messaging software with records from group.

Or

b. Upon receipt of STOP or request to be added, [ORGANISATION NAME] resource to update

bulk SMS messaging software groups.

[[ORGANISATION NAME] to confirm preference re above.]

As data managers, [ORGANISATION NAME] will be responsible for ensuring lapsed users accounts
are deleted and access to data removed.

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2. Setup of SMS Bulk Messaging Software
SMS Bulk Messaging Software allows a user to manage the creation of SMS text messages to
individuals or groups in a similar way to emails.

2a). Supplier
The project involves purchase of separate SMS bulk messaging software account for each applicable
pilot organisation. This ensures separate data for each organisation and prevents any other problems
that might arise from sharing accounts.

Standard features include personalised caller Ids, online message management system and message
reporting. Some content may require two-way messaging, or be dependent on timely delivery and
receipt of messages across networks.

[ORGANISATION NAME] have selected the provider [Name of provider. I’ve used Txtlocal for
their excellent customer service.] for their SMS Bulk Messaging Software.

2b). Resources
The SMS Bulk Messaging Software will be managed by [ORGANISATION NAME] resources.

 Manager – [insert name] – Ultimate responsibility for data, (including management, quality
and access to same) access to the system (all resources details, including usernames and
passwords, should be recorded and maintained by the Manager in a secure spreadsheet),
creation, distribution, receipt and response to content.
 Administrator – [insert name] – Creation and distribution of content, forwarding of received
content to Manager.

2c). Training on SMS Software

Training can be provided on a one to one or group basis either at clients’ location or separate learning
lab. Ongoing support via email or phone can be provided if required.

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3. Presentation of new SMS Message update service

[Depending on whether your audience is a closed group of people already known to your organisation
or open you’ll want to pursue different approaches in terms of presenting your service. For this
example we’ve used two closed groups – parents and young people on a programme run by the
orgaisation.]

[ORGANISATION NAME] are piloting the use of SMS messaging within two closed and defined
groups - Parents of Children and Young People Participating in the [ORGANISATION NAME]
Programme’s ‘Big Brother’ challenges, and [ORGANISATION NAME]’s young people themselves.

Accordingly, there’s no need to market or publicise the service. Instead, live promotional events – in
the form of presentations to the two groups will drive participation.

3a). Live promotional events

i. Big Brother
[Recommend a face-to-face meeting, perhaps as part of a larger event, and which everyone
will be attending, including ability for Parents to signup there and then as well as take away
handouts outlining the text club, instructions on signing up via email or text etc.]

ii. Young People

[Same drill. As with the Parents’ Presentation Update, a handout will provide further
information as well as instructions on signing up via email or text etc.]

Both events will require a Signup Sheet.

3b). Creation of supporting documentation including T&Cs and privacy policy

See Appendix for template versions of these documents, which should be available for viewing on the
[ORGANISATION NAME] website as well as stored offline by the organisation.

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4. Definition, creation and delivery of content
[ORGANISATION NAME]’s free programme of SMS content will encourage take-up, engage an
audience, and enrich its offering with fun, interactive challenges that offer insight into healthy eating
and lifestyles as well as event information and assessment updates.

All content is sent to parents of participants, although the activities and challenges anticipated to be
sent will prompt and encourage interaction and engagement between parent and child.

4a). Content Matrix

[A Content Matrix captures details for pilot groups. ‘Parents’ and ‘Young People’ in this example.]
This spreadsheet will be accessible by all [ORGANISATION NAME] SMS bulk messaging software
resources and include the following fields -

 Message
 Group [PSI or Young People]
 Time/Date to be sent
 Actual Time/Date sent
 Sent by

The matrix will be populated and updated by [ORGANISATION NAME].

4b). Content
[Design content based on Organisation aims, strategy and project objectives. I mentioned ‘Diary’,
‘Editorial’, ‘Question’, ‘Reviews’, and combinations of the above for Facebook. With SMS, content
will be dictated by whether you’re looking for two-way SMS or one way ‘Push’ content for your
audience.]

4c). SMS message content release

[ORGANISATION NAME] SMS Bulk Messaging Software Users will be responsible for sending bulk
SMS messages, based on the output ‘Content Plan’ document which specs content and schedule.

All SMS messages must be clearly identified as sent from the client, with an unsubscribe message at
the end.

4d). Assessment
[ORGANISATION NAME] SMS Bulk Messaging Software Managers will be able to track receipt of
and responses to messages.

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Appendix 1. Pricing Projection

[There are two costs to bear with most SMS suppliers – the inbound system subscription which
enables the receipt of messages from subscribers to the text club and purchase of ‘credits’ to pay for
the outbound SMS text messages].

Appendix 2. Terms & Conditions

The following is a template version of this document, signed off versions for [ORGANISATION
NAME] of which should be available for viewing on the [ORGANISATION NAME] website.

Sample copy below.

1. [ORGANISATION NAME]’s SMS text services are invitation-only services.

2. You can apply to join by completing a signup sheet, available at the initial programme
meetings and also by contacting us directly.
3. Please ensure that you obtain the bill-payer’s consent, if applicable, before subscribing.
4. You will not be charged for any messages you receive from the text club.
5. [ORGANISATION NAME] reserve the right to terminate the text club, at anytime, for
whatsoever reason.
6. You can unsubscribe from the text club, at any time, by texting STOP to 88822 [Confirm
number/code]. Your standard operator message charge, if any, will apply to send this
message.
7. Please ensure that caller ID is enabled when subscribing or unsubscribing to the text club.
8. [ORGANISATION NAME] and its service providers will only use your mobile number for the
purposes of running the text alert service.
9. [ORGANISATION NAME] complies with the Data Protection Act 1998. For further
information on how we treat your personal information please see our Privacy Policy [Link to
Organisation Privacy Policy].

Appendix 3.Privacy Policy

The following is a template version of this document, signed off versions for [ORGANISATION
NAME] of which should be available for viewing on the [ORGANISATION NAME] website.
Sample copy below.

“[ORGANISATION NAME] are committed to protecting you and your family's personal information.
We want our services to be safe and enjoyable environments for everyone. This page answers some
important questions about how we can collect, use and protect your personal details.

What information does [ORGANISATION NAME] collect about me?

Our text services are subscription-based offerings that require us to obtain personal information such
as your name or phone number.

How do we use your information?

We will use your personal information for a number of purposes including the following:

• To contact you (for example if you request a response to a question or advice)

• To provide you with services (eg to send you a newsletter or a news alert, if you have asked
for them)

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We will keep your information confidential and only use your information in order to provide the
services you have requested.

Your data protection choices

We will not sell, pass on or in any other way release the information you provide us with to any
commercial companies whatsoever. This includes all marketing companies and organisations. You
can opt-out of receiving direct marketing from us at any stage.

How to reach us

If you have any questions or comments about [ORGANISATION NAME] Privacy Policy please
contact us via email or write to us at:

[Insert address here]

(Email: [Insert email here]).

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