JRF communications strategy

Communications Strategy for JRF Giving voice to artisans & their communities

Who is our audience?

What are the key goals we wish to achieve?

How do we want our target audiences to perceive us? What actions do we want them to take?

Internal audience: JR staff & management

Culturally diverse villagers and artisans

Direct local supporters

Researchers & Donors

What resonates with them?

Imbibing the social philosophy Re-branding

It’s about people, not carpets! Weaver + Customer = Bhagwan

Brand Positioning Statement
Foundation for communications but not the messsage itself
“ JRF is the social initiative of JRC,
a social enterprise.”

Training materials for new hires
Manual & script
Baseline assessment for new areas
MIS for knowledge management & documentation culture
Internal Initiatives

Primary grassroots initiative
Posters & branded material for weavers
Promotional video of NKC’s vision
Success story content
Standardized certificates & motivational materials

Digital initiatives
Website
Research & media portal
CRM/Database
Newsletter

Let the artisan tell her story through photo, video & text

I had to know and understand my own story before I could listen to and help other people with theirs. ~Barack Obama

Culture is not about what is absolute, real, or true. It’s about what a group of people get together and agree to believe. Culture is made of stories... ~Thom Hartmann Those who tell the stories rule the world.~ American Indian proverb

We must first envision the new future, and then use the past to legitimize this future. --Michael Margolis

JRF communications strategy

by Becky Jain on Jan 22, 2011

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