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Messaging for Target Audiences Ed Walz, Vice President, Spitfire Strategies (202) 293-6200 x 203 ed@spitfirestrategies.com July 16, 2009. Results. 15 years, 3 members Half in district, half in DC Health issues Good, bad and ugly. Our Agenda. 1. 2. 3. Targeting Message Box

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Results

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  1. Messaging for Target AudiencesEd Walz, Vice President, Spitfire Strategies(202) 293-6200 x 203ed@spitfirestrategies.comJuly 16, 2009

  2. Results 15 years, 3 members Half in district, half in DC Health issues Good, bad and ugly

  3. Our Agenda 1. 2. 3. Targeting Message Box Messaging Sins

  4. What is Targeting? •••••••••

  5. A Targeted Message

  6. Target Your Audience Decision Maker Audience 2 Audience 3 Audience 4

  7. Target Your Audience – Questions  1. 2. 3. How close are they to the decision-maker? How easily can we reach them? How ready are they to activate?    Audience 2

  8. ?

  9. Building Your Messages

  10. 4 Messaging Questions 1. 2. 3. 4. Who’s your audience? What do they want? What do you want? What’s their best reason to say no?

  11. Message Box Value Theirs, Not Yours Barrier Vision Preempt, Don’t Repeat Ask

  12. Message Box – Example

  13. Message Box – Example Innocent people should not be convicted and sentenced to die. Value Then we’ll have a fair justice system. Barrier Vision More than 100 have been since 1976. Ask Make DNA testing available to all accused of a capital crime.

  14. Message Box – Quiz

  15. 4 Messaging Questions – ACHIEVE 1. 2. 3. 4. Who’s your audience? What do they want? What do you want? What’s their best reason to say no?

  16. Message Box – ACHIEVE Value Barrier Vision Ask

  17. ?

  18. Messaging Don’ts

  19. Messaging Don’ts

  20. MEGO – What is It?

  21. MEGO – Jargon Living marine resources

  22. MEGO – Jargon Medicare Dual Eligibles

  23. MEGO – Acronym EPSDT

  24. Mystery Math $93,000,000 x 2

  25. Literal Sclerosis Evidence indicates that, adjusting for variation in family income, children with health coverage have better outcomes on standard developmental indicators than do children without such coverage, controlling for environmental factors and adjusting for access to primary care providers.

  26. Literal Sclerosis

  27. Lack of Narrative

  28. ?

  29. Match Message and Messenger

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