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  1. 1. Northeast Kingdom Learning Services Communication Strategies – Development & Deployment
  2. 2. Meeting AgendaI. Inroductions 5 MinII. Review Objectives & Success Factors 10 MinIII. Communications/Branding/Marketing 30 MinIV. Audience Identification With Report Out 45 MinV. Information Capture 20 MinVI. Break 10 MinVII. Tool Inventory 15 MinVIII. Internal Communications 20 MinIX. SWOT With Report Out 45 MinX. Questions/Comments/Next Steps 10 MinXI. Adjourn
  3. 3. Project ObjectivesObjective – Partner with the NEKLS team to develop acommunications strategy to serve as a guide for the team withregard to future communications. This document will bedeveloped based on team insights and assist the organization inobtaining desired objectives regarding communication approachand impact.Objective – Identify communication deployment tactics based onteam insights.
  4. 4. Critical Factors for SuccessThe NEKLS team embraces the value of communication andengages in the development and deployment of marketingcampaigns and communications strategies that fuel the NEKLSbrand and help the organization to obtain objectives.The NEKLS team develops an enthusiastic hunger to alwaysexamine and modify processes, skills and approach.Universal buy-in – process must be exciting and engaging andnon-threatening. Understand that this as an investment inthe team in an effort to support each persons role in guidingthe organization toward objectives.Follow through and follow up.
  5. 5. Meeting ConsiderationsContribute to the conversationRecognize that this is about NEKLS tools – the conversation is notpersonalBe positive – do not get stuck in the negativeBe forward thinking – explore the possibilitiesTry to view this from a organizational and community perspectiveBe respectful even if someone has a different point of viewRecognize that the objective is to make your organization strongerand your job easier and more dynamic
  6. 6. What is a Brand?BMW Volkswagen Beetle Nike McDonaldsStarbucks
  7. 7. What is a Brand? The totality of thoughts, feelings, and expectations that form a distinctive andcompelling promise and allows people tomore easily choose one product or service over another.
  8. 8. What is a Marketing?The activity, set of institutions and process for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.
  9. 9. What is a Marketing?
  10. 10. Branding vs. Marketing Branding is long-term and strategic.Branding impacts are realized in a long-term capacity. Marketing is strategic and shorter-term.Marketing efforts should deliver short-term results.
  11. 11. Branding vs. Marketing Marketing is always tactical – you plan, develop and deploy marketing material. Brands involve reputation and can happen“accidentally” if a reputation is not managed. Brand equity is accumulated over time.
  12. 12. Branding vs. MarketingMarketing is almost always measured by the business or organization engaged in the process. An organizations brand image often goesunrecognized, unappreciated and unmanaged.It is rarely measured and hardly ever appears as a responsibility on a job description.
  13. 13. Branding vs. MarketingMarketing is generally deployed by a select group or individual staff.An organizational brand generally involves the board of directors, executive director, management and staff (Many more then would be the case with marketing.)
  14. 14. When to Examine Your Brand Communications• When a reputation and identity has beenunmanaged for a period of time.• If/when a organization in not leading withits most distinctive and competitive strengths.• If there is a need to overcome a dated orinaccurate image.
  15. 15. When to Examine Your Brand Communications• The messages from the organization and itsrepresentatives lack focus, consistency ormarket relevance.• Resources are being applied in an inefficientor uncoordinated manner.• You are not realizing the full potentialimpacts of marketing and promotions.
  16. 16. Making the ConnectionExternal communication is the most criticalmarketing tactic to develop and fuel a brandThe brand determines:• How you are perceived• What category of people engage with you• Why they engage with you• How they engage with you
  17. 17. Making the ConnectionWith regard to communications that supportyour brand the motto is always:PlanDevelopDeployEvaluateRefineRepeat
  18. 18. Things to Consider• What is the identity for the organization and are peopleresponding the way we would like?• Is NEKLS fostering an accurate and positive image?• Is NEKLS providing a unifying and strategically focusedcollection of communications = following a framework toguide how the organization presents itself?• Is NEKLS seeing improved results from communication,investment and recruitment – what is the current return oninvestment?• Are you fully leveraging communication to meet objectivesand fulfill your purpose?
  19. 19. Audience Analysis – Things to ConsiderWhat motivates you? Most people want contentpersonalized the them and their needs and it has to be tobreak through the overload of communications.According to a recent survey:• Consumers estimate that content is, on average, 50% too long.• Less than half of digital content is found useful or relevant to theconsumer.• 22% of the buying or selection process is wasted with ineffectivecontent.• Businesses/organizations who make these mistakes are 40% lesslikely to get a commitment.Digital Communication is important because:• It represents over 50% of what contributes to a commitment• When done right, adds to a business or organizations chances ofgetting a commitment by up to 25%
  20. 20. Your PerspectiveInternal communication is a subset of effectivebusiness communication, which is built aroundthis simple foundation: communication is adialogue, not a monologue.In fact, communication is a dual listeningprocess.
  21. 21. Audience Analysis Who is the NEKLS Audience?Create a list of the different audiences that NEKLSwould like to reach.
  22. 22. Audience AnalysisFor each audience segment identify the following:What NEKLS related goals might this audiencehave?What challenges might they face in obtaining theirgoals?How does this audience currently perceiveNEKLS?What can NEKLS do and/or provide that wouldhelp them with their goals and challenges.
  23. 23. Information CaptureWhat information does NEKLS currently capture from audience areas? How is that information employed? What information would be helpful that is not currently available?
  24. 24. BREAK
  25. 25. Communication Tool InventoryWhat communication tools does NEKLS currenltyemploy?What (if any) response has there been to currenttools?What communications tools might be helpful thatare not currently employed?
  26. 26. Internal CommunicationsWhat activities and tactics are traditionally used for internalcommunication? • One-on-one meetings • Staff/team meetings • Emails • Voice mails • Video broadcasts • Intranets • Staff-to-staff newsletters • Corporate newsletters • Annual Reports • Quarterly ReportsWhat do you feel would be effective?
  27. 27. SWOT AnalysisIn your group take a moment to identify the following:Strengths - What do we do best? How do we want our target audiences toview us? What distinguishes us from others? What do we have going for us?Weaknesses - In what ways do we have trouble clearly explaining to peopleoutside our field what we do? In what ways to we struggle to get thingsdone? What skills do we need?Opportunities - Can we identify new or expand current markets for ourservices? What is the current economic landscape of our community? Whatdo we control that we could change to improve impact?Threats - Are there external factors that would prohibit our organizationfrom moving forward? Are their misperceptions?
  28. 28. Next Steps/Questions/Comments
  29. 29. Gloria BruceTraining Development & Deployment Hospitality & Communications 802-895-2647
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