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Messaging Workshop. June 13, 2013 Marjorie Bauer, ESC Consultant Debra Yanofsky, ESC Consultant. CDCs Today. Why we are together today. The Community Investment Tax Credit has changed the landscape

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messaging workshop

Messaging Workshop

June 13, 2013

Marjorie Bauer, ESC Consultant

Debra Yanofsky, ESC Consultant

why we are together today
Why we are together today
  • The Community Investment Tax Credit has changed the landscape
  • It has broadened donor focus, to include and increase individual and corporate donors and advocates of CDC work
  • To reach these new donors, it is important to refine and strengthen messaging and outreach
objectives for today
Objectives for Today
  • Explore important messaging concepts
  • Try them out
  • Provide tools to take back to your organizations
  • Have fun as a group and learn from each other
introductions
Introductions
  • Your Name
  • Your organization
  • What you hope to get out of today
agenda
Agenda
  • Morning: Explore
    • Communication challenges
    • Messaging concepts
    • Examples and exercises
  • Lunch
  • Afternoon: Apply
    • Try out concepts for your organization
communications challenges
Communications Challenges
  • Communication overload
  • Fast pace
  • Electronic and social media
and more non profit challenges
And More Non-Profit Challenges
  • Services, not products; often hard to understand
  • Multiple audiences- clients, donors, funders, partners, Board, government…..
  • Numerous competitors and collaborators
  • Mission driven
  • Limited budgets
  • Proliferation of non-profit organizations
examples of great brands
Examplesof Great Brands
  • What brands do you think of?
  • Why?
what is positioning
What is Positioning?

The way into the mind of your prospect;

the position in your customer’s mind.

Ries and Trout, Positioning: The Battle for Your Mind, 1981

positioning elements
Positioning Elements
  • Target market/constituency
  • Category (frame of reference, how consumers group services)
  • Differentiation (rational and emotional benefits)
  • Reason to believe (justification)
developing the positioning statement
Developing the Positioning Statement

For ________________, our offering is the __________________

(Target Market) (Category)

that provides__________________ because _________________.

(Unique Benefit) ( Reason to Believe)

Proof points

1.

2.

3.

federal express
Federal Express

Positioning Strategy

For businesses who send packages, Fedex is the overnight delivery service that provides peace of mind because it has the best on-time record.

Slogan

"When it absolutely, positively has to be there overnight."

what defines a target market
What Defines a Target Market?

A set of constituents sharing common needs, values or characteristics that an organization decides to serve

Kotler and Armstrong, Principles of Marketing, Prentice Hall, 1999

new target market segments
New Target Market Segments
  • Corporations
  • High Net Worth Individuals/Families
target market characteristics
Target Market Characteristics
  • Demographics
    • Individual: age, gender, family situation, geography, socio-economic, ethnicity, language, profession…
    • Organizational: type, size, location…
  • Needs
  • Values
  • Attitudes
  • Behavior/decision making
describe your new donor market
Describe Your New Donor Market
  • Demographics
  • Needs
  • Values
  • Attitudes
  • What challenges do you each face in reaching or speaking to this audience?
target audience discussion
Target Audience Discussion
  • Share
  • What did you learn?
  • What more do you need to find out?
select the category
Select The Category
  • The category, or frame of reference, will help you find a place in your audience’s mind
  • Determines your “competition”
  • Look for the biggest category in which you can be distinctive and, if possible, a leader
differentiation
Differentiation
  • Why someone should pick you vs. other choices?
  • What makes you distinctive in your category?
determine differentiation
Determine Differentiation
  • Both rational and emotional bases for differentiation
      • What the organization offers - services, programs, products
      • How using the organization makes the client feel
  • To clarify differentiation, compare the organization to "competition”
      • Those that offer similar or the same services
      • Those that offer related or substitute services
      • Those that fill the same need but offer different services
reason to believe
Reason to Believe
  • Features and/or benefits that support the differentiation
  • Typically requires specific proof points
positioning statement summary
Positioning Statement Summary
  • To be successful, a positioning must be:
    • Long term
    • Unique and protectable
    • Single-minded
    • Consistent with service delivery and built on the organization’s current image
  • It is an internal, strategic statement NOT the words you will use externally.
positioning statement abc agency clients
Positioning Statement:ABC Agency: Clients

ForSpanish speaking adults, ABCis the direct service organization that helps you become self-sufficient because itprovides relevant programs in the most patient and caring environment.

Brand Attributes/Proof Points:

  • - Strong customer service: 90%+ highly satisfied clients,
  • - Wide range of ESL, computer, and healthcare classes: 120
  • - Caring teachers: provide extra help; testimonial
positioning statement abc agency donors
Positioning Statement:ABC Agency: Donors

For business leaders who want to support the Hispanic community, ABC is the direct service organization that has the greatest impact on the local community because it helps Latinos and immigrants become more self-sufficient and successful.

developing the positioning statement1
Developing the Positioning Statement

For ________________, our offering is the __________________

(Target Market) (Category)

that provides__________________ because _________________.

(Unique Benefit) ( Reason to Believe)

Proof points

1.

2.

3.

habitat for humanity
Habitat For Humanity
  • Our mission: Habitat for Humanity believes that everyman, woman and child should have a decent, safe and affordable place to live. We build and repair houses all over the world using volunteer labor and donations. Our partner families purchase these houses through no-profit, no-interest mortgage loans or innovative financing methods.  
developing the positioning statement2
Developing the Positioning Statement

For ________________, our offering is the __________________

(Target Market) (Category)

that provides__________________ because _________________.

(Unique Benefit) ( Reason to Believe)

Habitat for Humanity believes that everyman, woman and child should have a decent, safe and affordable place to live. We build and repair houses all over the world using volunteer labor and donations. Our partner families purchase these houses through no-profit, no-interest mortgage loans or innovative financing methods.  

cdc current perceptions
CDC Current Perceptions?
  • No idea what a CDC is; healthcare?
  • Greedy developers
  • Bureaucratic
  • Confusion re. non-profit status
  • Too corporate
  • Just housing

Clark Strategic Communications, MACDC Study, 2010

exercise
Exercise

What are the most distinctive benefits that

most CDC’s offer?

developing your positioning statement
Developing Your Positioning Statement

For ________________, our organization is the __________________

(Target Market) (Category)

that provides__________________ because _________________.

(Unique Benefit) ( Reason to Believe)

translating positioning to key messages
Translating Positioning to Key Messages
  • Given how you want to be thought of/positioned in minds of your target, what messages would be most effective in communicating this?
  • Ideally three messages per target market
  • Additional messages may be needed for specific services or programs
key message guidelines
Key Message Guidelines
  • Focus on audience not mission
    • Seeking clients, donors, partners – not converts
    • You (rather than we) language
  • Know what response you want from the target group(s)
    • Donations
    • Use of your services
    • Volunteering
    • Advocacy
  • Messages need to be specific, not all encompassing

Based on material in Katya Anderson and Jossey Base, Robin Hood Marketing

2006

sample messages abc agency clients
Sample Messages: ABC Agency Clients

For Spanish speaking adults, ABC is the direct service organization that helps you become self-sufficient because it provides relevant programs in the most patient and caring environment.

  • You’ll get the resources you need to increase your skills.
  • ABC offers you high quality, up-to-date courses.
  • Learn in a safe and caring environment.
sample messages abc agency donors
Sample Messages: ABC Agency Donors

For business leaders who want to support the Hispanic community, ABC is the direct service organization that has the greatest impact on the local community because it helps Latinos and immigrants become more self-sufficient and successful.

  • Educational opportunities for Spanish speaking immigrants is an investment in your business’s future.
  • ABC is a well-respected and trusted organization with a proven track record of helping Latinos to succeed.
  • ABC offers hi-tech, healthcare, and ESL classes delivered in a safe and respectful environment.
developing your key messages
Developing Your Key Messages

Specify the audience:_____________________

The three things you want this audience to know.

1.

2

3.

the tone and style of your message
The Tone and Style of Your Message
  • What is your organization’s personality?
  • Your “brand personality” should influence the tone of all your communications.
  • If your organization was a person, how would you describe him or her?
your brand personality
Your Brand Personality

List six adjectives or characteristics

of a person

that best describe your organization.

cram your message
CRAM Your Message
  • Connection
  • Reward/Benefit
  • Action
  • Memorable/Distinctive

Katya Anderson, Robin Hood Marketing, 2006

types of messages
Types of Messages
  • One-way (tagline, letter)
  • Two-way (conversation, elevator speech)
  • Stories (personal, emotional, specific)
some taglines
Some Taglines
  • Together, we can save a life
  • Share the power of wish
  • Think different
  • Working together, building communities
esc elevator speech
ESC Elevator Speech
  • ESC is the non-profit consulting firm that provides high quality and affordable management consulting to other non-profits, made possible by its 100+ senior level professionals who offer their services on a pro-bono basis.
  • Key benefits for volunteer consultants
    • Giving back
    • Using your skills; learning new ones
    • Meeting great people
your elevator speech
Your Elevator Speech
  • You meet
    • Local potential business donor
    • Not familiar with your CDC
  • Your assignment
    • Make a connection
    • Tell him/her about your CDC
    • Make a next step
telling your stories
Telling Your Stories
  • Great way to CRAM
  • Considerations
    • Tell all, or part, of your messages
    • Conveys impact
    • Personal = Memorable
    • Oral, visual, or both
    • Keep it short and focused
  • Collect, record, share
  • Compelling photos
tools
Tools
  • Communications Project Brief
  • Communications Audit
communications project brief
Communications Project Brief
  • Helps focus your message for your specific audience
  • Provides an input and review tool
  • Develop a brief that works for your organization
sample brief
Sample Brief
  • Communication Project description (business purpose, vehicle, new or redo)
  • Who are we talking to?
    • Target audience, mindset
  • What do we want them to think and feel?
  • What is one thing you would say to best communicate the benefit of

your offering/program?

  • What do we want them to do now? Specific call to action?
  • What key messages should be included?
  • What makes this communication memorable?
  • Timing/Budget/Review Process
messaging audit
Messaging Audit
  • Put all your communications on the wall.
  • What are the strengths and weaknesses re…?
    • Position
    • Key Messages
    • Brand personality
    • Brand identity
    • Impact
  • What’s consistent? What isn’t?
back at the ranch
Back at the ranch….
  • Try positioning exercise with your team
  • Create three brand level messages for each target market
  • Identify your brand personality
  • Conduct a communications “audit”
  • Develop your own project brief
next step preparing for fundraising workshop
Next Step: Preparing for Fundraising Workshop
  • Refine your New Donor Target Market(s) Worksheet with your team
describe new donor market name
Describe New Donor Market Name: ____________
  • Demographics
  • Needs
  • Values
  • Attitudes/Mindset
  • Decision-making behavior
  • What challenges do you each face in reaching or speaking to this audience?
slide72

Thank you for your participation!

ESC

Experience ♦ Service ♦ Collaboration

www.escne.org

additional resources

Additional Resources

Communication Planning and Control

Reading Suggestions/Resources

some best practices
Some Best Practices
  • Short; edit out extraneous text; less is more
  • Meaningful, precise language
  • Consistency, repetition
  • Scan-able
  • Personal; stories, photos
  • “Test” with your audience
communications planning
Communications Planning
  • Create a Marketing Plan that encompasses:
    • Overall objectives and strategies
    • Target audience(s)
    • Communication tools
    • Marketing calendar
      • Tactics, timing, roles
    • Metrics for success
  • Resources (copy, graphics, marketing)
resources and references
Resources and References
  • Ries and Trout, Positioning: The Battle for Your Mind
  • Ries and Ries, The 22 Immutable Laws of Branding, 2002
  • Neumeier, Zag, 2006
  • Burnett, Nonprofit Marketing Best Practices, 2007
  • Katya Anderson, Robin Hood Marketing, 2006