Towards a global communications approach

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Mission Critical: Crafting your communications strategy workshop
www.charitycomms.org.uk/events

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Towards a global communications approach

  1. 1. Mission Critical: CraftingYour CommunicationsStrategy Workshop30 May 2012 #CommsStrategy
  2. 2. “Communications for Change” Towards a global approachMission Critical: Crafting Your Communications Strategy Workshop 30 May 2012
  3. 3. Today’s workshop  The strategic context: Our next 5 years’ ambitions  The ActionAid culture  The role of communications, brand & its value  How we tackled the challenge  The solution: A Work in ProgressMission Critical: Crafting Your Communications Strategy Workshop 30 May 2012
  4. 4. The Strategic Context  Communications in the Global Strategy:  Role of communications against objectives  Delivering on Key Change Promises  Making our communications more effective across the federation & shifting from operational to strategic  Mapping global, country & communications inputs:  Actioning Country Activity Plans  Multi-country Campaigning & FundraisingMission Critical: Crafting Your Communications Strategy Workshop 30 May 2012
  5. 5. The ActionAid Culture  A federation of equals  Rights based activism & programming  Collaborative & consultative  Inward looking & directorate focused  Producers & publishersMission Critical: Crafting Your Communications Strategy Workshop 30 May 2012
  6. 6. Communications & The Brand: Challenges  Investment in the current climate, pressure on budgets everywhere  Demonstrate value of comms  Lack of coherence across federation - ActionAid brand not seen as strategic asset + visual ID applied in different ways  Improving capacity & capability of countries  How doe we support the fundraising community?Mission Critical: Crafting Your Communications Strategy Workshop 30 May 2012
  7. 7. Evidence for change: Comms activity SnapshotMission Critical: Crafting Your Communications Strategy Workshop 30 May 2012
  8. 8. Tackling our challenges  Manage our culture & use it to our advantage  Building consensus & business cases  Adopt a Strategic Communications Framework:  Key principles across our communications activities  Consultancy, capacity, capability, commissioning  The power of aggregation  Reinforce insight driven, audience-centric, action-oriented comms through creation of compelling & engaging comms  Develop a distinctive brand identity & positioning  Build capacity & capability across our network  Shared approaches, more cost-effective with the infrastructure to deliver, monitor & measure our activitiesMission Critical: Crafting Your Communications Strategy Workshop 30 May 2012
  9. 9. Why we communicateMission Critical: Crafting Your Communications Strategy Workshop 30 May 2012
  10. 10. Why Communications for Change?Communications is more than a function for documenting orpromoting our work. It is a part of the solution to poverty andinjustice.Communications for Change means that all of our work mustbe geared toward making change happen. We will do thisthrough working together to promoting active citizenship –because if people are the change, they must be empowered –in their communities, nationally and internationally – tochallenge themselves and others to act.Mission Critical: Crafting Your Communications Strategy Workshop 30 May 2012
  11. 11. Communications to make change happen in action  Embrace our theory of change  Bring it to life: “Punching above our weight”: (Developing & sharing core brand identity, best practice)  Model & articulate social change communications  Orchestrate our work for optimum impact & effect  Make strategic comms part of BAU, enabling sharing  Measure, learn, improve effectiveness  Provide “the right tools for the job”Mission Critical: Crafting Your Communications Strategy Workshop 30 May 2012
  12. 12. What’s the value of brand?Mission Critical: Crafting Your Communications Strategy Workshop 30 May 2012
  13. 13. Why brand is valuable & important A brand is more than a visual identity: the name, the logo and graphic design used by an organisation. A brand reflects the ‘impression’ held in the minds of external stakeholders - it creates greater credibility and trust on which to build a two-way relationship with them. An NGO brand is built on strong beliefs and values which lie at the heart of what makes an organisation different. A brand should permeate throughout the entire organisation, be integral to its culture & play an active role in developing organisational cohesion. A strong brand plays a crucial role in acting as a shortcut for donors or partners when making a decision to donate or support a particular charity. Brand is therefore an important strategic asset for any non-profit organisation.Mission Critical: Crafting Your Communications Strategy Workshop 30 May 2012
  14. 14. Building our brand identity  Developing a process to isolate a core identity  Refining & articulating an “essence”  Working across all our key disciplines  Consulting, testing & refining  Creating core assets, using “Open Source” dissemination methodology  Measuring impact & effectiveness  Embedding, developing and improvingMission Critical: Crafting Your Communications Strategy Workshop 30 May 2012
  15. 15. Developing our InsightCONSUMER INSIGHTPoverty is a trap created and sustained through unjust systemsBRAND INSIGHTActionAid works with people to escape poverty by enablingthem to achieve their human rightsTRANSLATE TO BRAND ESSENCE “You are here”Mission Critical: Crafting Your Communications Strategy Workshop 30 May 2012
  16. 16. Our brand essence Our brand essence is at the heart of ActionAid’s work in alleviating poverty and injustice. Our brand essence harnesses the latent power everyone has within them - it’s about the individual and collective force of people creating change for themselves and for the benefit of their community. It’s about the ‘power’ within our staff, supporters and partners who also play their part in creating purposeful action to end poverty and injustice - whether that’s through communications, campaigning, fundraising or giving.Mission Critical: Crafting Your Communications Strategy Workshop 30 May 2012
  17. 17. Capacity & capability A global web platform  More cost-effective than any individual payment platform, includes:  Payment platform  Supporter management  Email and e-campaigning  Supporter experience  Flexibly for creation of bespoke campaigns, fully integrated for seamless user journeys with jointly created campaigns, donations, supporter experience  Enhances brand coherence  Training skill-shares, ‘domestic focus, global benefit’Mission Critical: Crafting Your Communications Strategy Workshop 30 May 2012
  18. 18. Putting it all together  Global buy in & adoption: Making it Easy & Beneficial  “Why wouldn’t you?”  Guidance on narrative, tone of voice and approach rather than “Brand Book”  The Open Source model: sharing key assets  Finding, encouraging, supporting early adopters  Sharing success: Relentless Forward Progress The ultimate solution: A Work in Progress Test Learn Refine ModelMission Critical: Crafting Your Communications Strategy Workshop 30 May 2012
  19. 19. Thank you “Can we achieve our ambitions if we stay the same?”Mission Critical: Crafting Your Communications Strategy Workshop 30 May 2012

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