Enhance Your Goals
Who we are…
• Flint Communications
• Part of the Flint Group
What we’ll cover…
• Who are you?
– Determining your “brand” positioning
• Who needs to care?
– Identifying and analyzing key audiences
• What do they need to know?
– Determining key messages
– Matching them to audiences
What we’ll cover…
• How do you reach them?
– Identifying the best way to deliver your
• Hands-on planning session
Begin with who you are…
• Mission, vision and core values of your
• Who, where you serve?
• Who else is out there?
– Serving the same audience, same services?
– Competing for the same dollars?
– Talking to the same donors?
If I asked…
• What is the “one thing” you do best?
• Are there other unique distinctions
between you and your “competitors”?
• If you had one minute to tell someone
about your organization, what would
And more questions…
• What words would you use to describe
• Where do you make the greatest impact?
• What do you do to make life better?
• What is the reputation of your
Think about your history, your
staff and volunteers, and more.
• Where are you strong?
• Where are you weak?
• What “gets in the way” for you?
– Current or past events
• “I wish they knew ____ about us.”
Determine target audiences.
• List all possible audiences.
– External (include customers, clients, members, etc)
• Staff, Board, Committees, Volunteers
• Identify who could possibly inﬂuence them.
• Include other funding sources, regulators,
thought leaders, associations.
What do you know about them?
• Individual Demographic information:
– Average age
– Family lifecycle stage
• Businesses Demographic information:
– Size by revenue
– Size by number of employees
needs to care
Prioritize your audiences.
Prioritize Target Audiences
• Analyze all audiences
• Awareness vs. Potential
– Use matrix tool to plot audience
• Focus efforts on audiences with high potential
– High Potential/Low Awareness
– High Potential/High Awareness
does each audience know – or
need to know?
Knowledge Where are
resonates with —and engages—
What hurt do you address,
what need do you ﬁll?
What makes them care?
• Psychographic information:
– Leisure pursuits
– Beliefs, thought patterns
– Core Values
might get in the way?
your positioning statement…
…and an elevator speech.
A brand positioning statement…
….is a statement that deﬁnes the place a
brand occupies in the audience’s mind
relative to competing offerings.
This statement is the foundation for all
communications material but is not the
We aim high on everything we do.
Brand Promise Statement:
We aim high on everything we do; higher than
our clients’ expectations, higher than their
goals for business growth. This takes passion.
This takes ﬁre. This takes knowing that good
enough is never good enough. And it isn’t good
at all if it doesn’t get results.
Develop a Great Elevator Speech
Image by jepoirrier
What it is:
A brief, compelling
– Who you are
– What do you do
– Why does it matter
Needs to be short
and concise – easily
a short elevator ride!
Needs to pass the So
Example – printing company:
“At ACME Printing we help companies
save time and reduce costs by making it
easier for them to print their invoices and
accounts receivable forms and process
their payroll checks.”
• Open the door to direct communication with
– Bridge what your audience already knows
with where you are trying to take them.
• Are customized to each audience.
• Address the hurt and the need.
• Are the “one thing” that audience needs to
• Are backed by proof or supporting points.
• Get your audience curious.
Key messages are…
• Concise: avoid jargon and acronyms
• Active: make every sentence active
• Positive: talk about what one can do, not what
• Short: one memorable sentence, 10-15 seconds
• Speciﬁc: address a particular challenge and
… inﬂuence a target audience to achieve a
speciﬁc outcome by using selected
messages, messengers and channels or
mediums to reach the target.
– Prioritized target audiences
• Key Messages
– Persuasive, compelling messages that resonate with target
– Deﬁne How and What you need to accomplish
– All the different ways you reach people
– Vehicles for delivering key messages
– Strengthen current donor relationships
– Cass/Clay businesses with 50+ employees with High
– Adults in Cass/Clay with household incomes of
• Key Messages
– Brand key messages
– Cause/program speciﬁc based on donor’s interest
– Nurture current and past donors through annual fund
– Hold kick-off meeting
– Launch media campaign
– Set up speaking engagements at speciﬁc targeted
– Send out media releases with campaign milestones