Community Awareness Planning 7-2011


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  • This is important because: Most people take only minutes to read advertisements or brochures. Outdoor and broadcast ads must communicate the key message in a few seconds. People would rather see or hear information than read it. That is why illustrations, headlines, and bulleted text are more effective. Most prospects absorb only one major thought from a piece of marketing material.
  • Come up with 3-4 statements that can be used to highlight how innocent statements can promote things that are dangerous.
  • Materials represent you, your organization. They build organizational credibility while you are not present.
  • Community Awareness Planning 7-2011

    1. 1. Community Awareness Planning Presented by Vicki Ybanez Red Wind Consulting, Inc.
    2. 2. Assessing Your Program’s Capacity <ul><li>Know the community </li></ul><ul><li>Organizational goals </li></ul><ul><li>Organizational approach </li></ul><ul><li>Trainers / facilitators </li></ul><ul><li>Cultural appropriate </li></ul><ul><li>Logistical attentions </li></ul><ul><li>Evaluation </li></ul>
    3. 3. Know the community <ul><li>To what extent is this an issue of concern in our community? </li></ul><ul><li>Does our community realize there is a problem? </li></ul><ul><li>How can we promote community discussion about this issue? </li></ul><ul><li>What do we know about this locally? </li></ul>
    4. 4. Identifying your goals <ul><li>What outcome do you want your message/campaign to achieve? </li></ul><ul><li>Who are you trying to reach? </li></ul><ul><li>What is the form the message will be conveyed in--is it a community meeting, a gathering of elders, an advertisement, a Web site page, a brochure, a sign? </li></ul><ul><li>What do you want the person you are trying to reach to do differently after you educate them? </li></ul><ul><li>How will you measure success? </li></ul>Red Wind Consulting, Inc.
    5. 5. Building your initial plan <ul><li>Why do you need/want this “message”? What do you want it to do? </li></ul><ul><li>What is the form the message will be conveyed in--is it a community meeting, a gathering of elders, an advertisement, a Web site page, a brochure, a sign? </li></ul><ul><li>Who are the people you want to reach for this message? </li></ul>Red Wind Consulting, Inc.
    6. 6. The tone and message to be conveyed <ul><li>To build a strong message, each action, each piece of material, etc. must conform to the overall message your organization/program projects </li></ul><ul><li>It needs to convey a “tone” that is consistent with the voice or manner of all your communications </li></ul>Red Wind Consulting, Inc.
    7. 7. Message <ul><li>If you want your “target audience” to have just one thought after they see your material, what would that thought be? </li></ul><ul><li>The “30-second sound bite” </li></ul>Red Wind Consulting, Inc.
    8. 8. Developing messages/materials that address safety Red Wind Consulting, Inc.
    9. 9. Safety in our message Seemingly benign statements can promote dangerous beliefs or actions Red Wind Consulting, Inc.
    10. 10. Red Wind Consulting, Inc. The strength of our messages <ul><li>Builds confidence and credibility in the community </li></ul><ul><li>Communicates our ability to respond </li></ul><ul><li>Builds our identity </li></ul>
    11. 11. Creating effective and persuasive materials <ul><li>You need to know the principles and goals that guide them </li></ul><ul><li>Without them, your materials will have little or no direction </li></ul>Red Wind Consulting, Inc.
    12. 12. Save the Date Post Card Mailer Red Wind Consulting, Inc.
    13. 13. Training Announcement Flyer Red Wind Consulting, Inc.
    14. 14. it is time to dance . . . Public Awareness Campaign Red Wind Consulting, Inc.
    15. 19. Public Service Announcements
    16. 20. Victoria Ybanez Phone (866) 599-9650 ext. 214 Fax (866) 804-6305 eMail [email_address]