Presentation 0623-b
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    Presentation 0623-b Presentation 0623-b Presentation Transcript

    • 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • 20Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
    • 21Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
    • 22Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
    • 23Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
    • (redesigned ier) 24Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.