Presentation 0623-b

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Presentation 0623-b

  1. 1. The TOP 5 Aspects of a Successful Brand 03 Message 01 Relevance 05 Consistency 02 Audience 04 Visual Identity 12Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
  2. 2. 02: AUDIENCEHow well do you know your audience? • Gender • Race/Ethnicity • Location • Beliefs • Behaviors, interests, hobbies • Culture • Literacy Skills 13Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
  3. 3. The TOP 5 Aspects of a Successful Brand 03 Message 01 Relevance 05 Consistency 02 Audience 04 Visual Identity 14Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
  4. 4. 03: MESSAGEIs your message clear?A targeted message is read and absorbedmore readily than a generic one. •  Identify and understand your AUDIENCE (outreach clients, supporters, donors, the media) •  Present a clear MESSAGE •  Use the correct TONE •  Tell your audience what ACTIONS to take •  Present your text CLEARLY - Different text sizes for headings, subheadings and paragraph text - Use bulleted lists - Use whitespace and margins 15Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
  5. 5. 03: MESSAGEHow can my message be more clear? ✓ WORDS of 1 or 2 syllables •  Give the most important information first ✓ SENTENCES between 8 and 10 words •  Limit the number of messages ✓ PARAGRAPHS between 3 and 5 sentences •  Tell audiences what they need to do • Tell your audience what they will gain from understanding and using the material •  Choose your words carefully 16Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
  6. 6. 03: MESSAGEHow can my message be more clear? ✓ Keep it short •  Give the most important information first ✓ Communicate as if talking to a friend •  Limit the number of messages ✓ Avoid talking down to your audience •  Tell audiences what they need to do • Tell your audience what they will gain from ✓ Use an encouraging tone understanding and using the material ✓ Limit jargon, technical or scientific info •  Choose your words carefully ✓ Choose words with a single meaning ✓ Be consistent with word use ✓ Use analogies familiar to your audience ✓ Avoid abbreviations or acronyms ✓ Limit use of statistics 17Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
  7. 7. 03: MESSAGEWhere do you present your message? •  Mission Statements •  Press Releases •  Brochures, Fliers, Door Hangers • Websites •  Advertising •  Media Interviews •  Blog Posts, Tweets •  Correspondence • “On Hold” Messages •  Word of Mouth 18Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
  8. 8. 03: MESSAGEPre-test your materials with a samplegroup from your audience •  Readability Level •  Understanding of key messages •  Understanding of calls to action ✓ 19Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
  9. 9. 20Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
  10. 10. 21Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
  11. 11. 22Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
  12. 12. 23Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
  13. 13. (redesigned ier) 24Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

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