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Message Development

Message Development. By the end of this lesson, participants should be able to: Understand elements of a well-developed messaging strategy Articulate the 5 key principles of key message development Develop messaging strategy and key messages for each target audience. Lesson 4.

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Message Development

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  1. Message Development • By the end of this lesson, participants should be able to: • Understand elements of a well-developed messaging strategy • Articulate the 5 key principles of key message development • Develop messaging strategy and key messages for each target audience Lesson 4 Module 3, Unit 3

  2. Qualitative and Quantitative Research Results Chain Message Framework Key Messages Simplified objectives Target Audience Venn Diagrams Messaging Strategy 3 1 Supporting Points C 4 B Slogans & Call-to-Actions 2 4P’s Benefits Exchange

  3. Lesson Structure Activities and Lectures Agenda Time Activity Type Identify elements of effective 30 minutes Discovery messaging strategy How to develop a messaging 15 minutes Lecturestrategy Developing a messaging 45 minutes Individual activitystrategy for your site Key messages & slogans 30 minutes Lecture Brainstorm key messages 1 hour Group activity & report out Module 3, Unit 3

  4. Activity: Identifying Elements of Effective Message Strategy • Purpose: Practice identifying and articulating an effective message strategy • Review advertising examples • Indicate how 5 critical elements were address • Target audience • Desired action • Promise • Support • Message Strategy Module 3, Unit 3

  5. Message Strategy Message strategy helps you articulate your campaign’s value proposition and serves as a consistent starting place for developing campaign messages. Module 3, Unit 3

  6. Example: Serena Island Module 3, Unit 3

  7. Questions to Answer • Who is the target audience the ad is speaking to? • What is the desired action of the target audience? • What reward(s) is the message promising? • What makes this promise credible? • What do you think is the messaging strategy? Module 3, Unit 3

  8. Module 3, Unit 3

  9. Module 3, Unit 3

  10. Questions to Answer • Who is the target audience the ad is speaking to? • What is the desired action of the target audience? • What reward(s) is the message promising? • What makes this promise credible? • What do you think is the messaging strategy? Module 3, Unit 3

  11. How to develop a Messaging Strategy Linking SMART objectives to your messaging strategy in order to produce key messages Module 3, Unit 3

  12. 3 1 Key Message Ideas (draft ideas, not final) Overview of SMART Objectives (For X Audience) Main messages stemming from your strategy should go here. There can be more than one key message, but they should be the most important points the campaign will communicate. 2 Include very general versions of your SMART objectives from K through BC, not including BR in this box. Messaging Strategy Write your one sentence messaging strategy here. Support Points (draft points, not final) These are the factual support points that will back up your key messages. You can also include non-critical information that your campaign will communicate in longer forms of media. Module 3, Unit 3

  13. Example from Onon River, Mongolia Pride campaign 3 1 Key Message Ideas (draft ideas, not final) Overview of SMART Objectives (For local fishers) • Catch and release our taimen • If you release taimen, your friends can try to catch same fish • Catch fish other than taimen • There are other ways of showing your big catch to friends • Maintain pristine and beauty of Onon River. Chinggis Khan’s birthplace is at risk and needs your help. • Enjoy other kinds of local recreation. 2 • Aware of fishing laws and fines/ penalties • Aware that taimen are illegal to catch • Aware of CMAs in their soum • Belief that taimen should always be released back into the river and it’s easy to do so. • Belief that taimen are important to the river ecosystem • Agree that establishing CMAs is important to stop illegal fishing • Discuss releasing taimen with others • Discuss joining a CMA with others • Catch and release taimen every time they fish • Join a CMA Messaging Strategy It is important to release taimen back into the river to protect the ecosystem and avoid fines/penalties Support Points (draft points, not final) • Taimen are disappearing from Onon River • Releasing taimen will help save longest living fish • Catch and keep taimen is illegal • Establishing CMAs means you will have your own wealth and tourism attraction, and can protect river from illegal fishers. • Work with your neighbors to establish a CMA in your area. It’s easy to do. MUST include actionand benefit CAN also include supportand competing behavior

  14. Example from Onon River, Mongolia Pride campaign 3 1 Key Message Ideas (draft ideas, not final) Overview of SMART Objectives (For local fishers) • Catch and release our taimen • If you release taimen, your friends can try to catch same fish • Catch fish other than taimen • There are other ways of showing your big catch to friends • Maintain pristine and beauty of Onon River. Chinggis Khan’s birthplace is at risk and needs your help. • Enjoy other kinds of local recreation. 2 • Aware of fishing laws and fines/ penalties • Aware that taimen are illegal to catch • Aware of CMAs in their soum • Belief that taimen should always be released back into the river and it’s easy to do so. • Belief that taimen are important to the river ecosystem • Agree that establishing CMAs is important to stop illegal fishing • Discuss releasing taimen with others • Discuss joining a CMA with others • Catch and release taimen every time they fish • Join a CMA Messaging Strategy It is important to release taimen back into the river to protect the ecosystem and avoid fines/penalties Support Points (draft points, not final) • Taimen are disappearing from Onon River • Releasing taimen will help save longest living fish • Catch and keep taimen is illegal • Establishing CMAs means you will have your own wealth and tourism attraction, and can protect river from illegal fishers. • Work with your neighbors to establish a CMA in your area. It’s easy to do. Slogan Taimen are unique to the Onon. Brothers, if you catch taimen, let us release them!

  15. Headline: Set our Taimen free! Body Copy includes text on importance of catch-and-release fishing, and the fun you can have by taking pictures of your catch and competing with friends for the biggest catch (even catching the same fish now that it’s back in the river). Small picture reinforces the releasing behavior which ties to the call-to-action “if we catch taimen, let us release it.”

  16. Try for your site – only to Messaging Strategy 1 Overview of SMART Objectives (For X Audience) 2 Include very general versions of your SMART objectives from K through BC, not including BR in this box. Messaging Strategy Write your one sentence messaging strategy here. Module 3, Unit 3

  17. Key Messages A key message is a phrase summarizing the concept or the principal idea that you are communicating. Module 3, Unit 3

  18. Principles of Message Development 1. Simple 2. “On strategy” 3. Communicate benefit exchange 4. Audience-focused 5. Actionable Module 3, Unit 3

  19. PRINCIPLE 1: SIMPLE It should be an idea that can be expressed and understood quickly and easily. Module 3, Unit 3

  20. PRINCIPLE 2: ON STRATEGY Messages should support campaign strategy focused on behavioral objectives Module 3, Unit 3

  21. PRINCIPLE 3: BE MEMORABLE Messages are memorable if they are specific, contain a human element, and are personal Module 3, Unit 3

  22. ? ? PRINCIPLE 4: BENEFIT EXCHANGE What’s in it for me? Module 3, Unit 3

  23. PRINCIPLE 5: AUDIENCE FOCUSED Identify issues that the audience cares about Module 3, Unit 3

  24. PRINCIPLE 6: ACTIONABLE Ask the Audience to do something specific Module 3, Unit 3

  25. More Rare Principles • Scientifically accurate • Integrated with Barrier Removal Plans • Appropriate for specific Stage of Behavior Change • Ethical • Do not “preach” • Use statistics in compelling ways only • Appeal to both heart and mind • Pay attention to tone Module 3, Unit 3

  26. Slogan A slogan is a phrase that summarizes the main idea of a campaign in a few memorable words. Module 3, Unit 3

  27. Campaign Slogan Examples • Manatee Matters to Me • I Du love my Dugong, Du you? • Flying for Generations • Keep Our Kite in Flight Module 3, Unit 3

  28. Commercial Slogans "Finger lickin' good.” “Just Do It” “I’m Lovin’ It“ "Don't leave home without it." Module 3, Unit 3

  29. Activity: Brainstorming Key Messages Purpose: Practicing key message principles and how they apply to your sites Find group with most similar messaging strategies – no more than 3 to a group. Brainstorm 3-5 key messages that could apply across all your sites Report out to group Module 3, Unit 3

  30. 3 1 Key Message Ideas (draft ideas, not final) Overview of SMART Objectives (For X Audience) Main messages stemming from your strategy should go here. There can be more than one key message, but they should be the most important points the campaign will communicate. 2 Include very general versions of your SMART objectives from K through BC, not including BR in this box. Messaging Strategy Write your one sentence messaging strategy here. Support Points (draft points, not final) These are the factual support points that will back up your key messages. You can also include non-critical information that your campaign will communicate in longer forms of media. Module 3, Unit 3

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