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Clear Compelling Messages Slides August 2009

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During these challenging economic times, effectively communicating your message to your target audience is essential. Learn how to develop clear, compelling communications to encourage your members to attend your next conference, renew membership, and enlist colleagues to join your association. Discover ways to find free, high-quality communication tools on the Web that will enable you to build communication plans and frame messages like a pro.

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Clear Compelling Messages Slides August 2009

  1. 1. Connecting Great Ideas and Great People www.asaecenter.org Creating Clear and Compelling Messages: Communications Planning Pays Sunday, August 16, 2009 3:15 pm – 4:30 pm Karen Hochberg
  2. 2. <ul><li>“ Just because my advice is free it doesn’t mean it is worthless or worth less .” </li></ul><ul><li>Mother of a teenage daughter. </li></ul>
  3. 3. Failure to plan is planning to fail.
  4. 4. We have nothing to fear from free. . . if we focus on the value of our time.
  5. 6. http://www.justenoughplanning.org
  6. 8. http://www.smartchart.org
  7. 9. http://activationpoint.org
  8. 11. http://theworldcafe.com
  9. 12. http://www.iap2.org
  10. 13. http://www.ideo.com
  11. 15. http://www.frameworksinstitute.org
  12. 16. http://www.spinproject.org
  13. 17. http://www.comnetwork.org/
  14. 19. http:// www.innonet.org
  15. 20. http://www.aecf.org
  16. 22. http://www.grantcraft.org
  17. 23. http:// www.comnetwork.org/
  18. 25. http://www.changethis.com
  19. 26. http://www.tedtalks.com
  20. 27. http://www.causecommunications.com
  21. 28. http://www.agoodmanonline.com
  22. 29. http://www.articulate.com/rapid-elearning/
  23. 30. http://www.nten.org
  24. 31. <ul><li>“ Free. It’s a very good thing” </li></ul><ul><li>Same mother of a teenage daughter </li></ul>
  25. 32. Contact Information Karen Hochberg Director Marketing & PR Oncology Nursing Society [email_address] or [email_address] 412-859-6236 SEE YOU NEXT YEAR! Annual Meeting & Expo August 21 - 24, 2010 Los Angeles, CA
  26. 33. Connecting Great Ideas and Great People www.asaecenter.org Creating Clear and Compelling Messages: Ready, Aim, Fire! Target Your Audiences Effectively Sunday, August 16, 2009 3:15 pm – 4:30 pm Brad Monterio Vice Chair, Communication Section Council
  27. 34. <ul><li>“ It is far more </li></ul><ul><li>important to be </li></ul><ul><li>able to hit the </li></ul><ul><li>target than it is to haggle </li></ul><ul><li>over who </li></ul><ul><li>makes a weapon or who pulls a trigger.” </li></ul>Dwight D. Eisenhower
  28. 35. <ul><li>Goals/Objectives </li></ul><ul><li>Deliverables </li></ul><ul><li>Timeline </li></ul><ul><li>Define markets </li></ul><ul><li>Who wants to hear about this? </li></ul><ul><li>Define audiences </li></ul><ul><li>Segment as finely as possible </li></ul>
  29. 36. DIFFERENTIATE DECISION MAKERS & INFLUENCERS
  30. 37. MAP AUDIENCES
  31. 38. INFORMATION SOURCES? “ It is far more important to be able to hit the target than it is to haggle over who makes a weapon or who pulls a trigger .”
  32. 39. <ul><li>To effectively communicate, we must realize that we are all different in the way we perceive the world and use this understanding as a guide to our communication with others .     </li></ul><ul><li>-Anthony Robins, life coach </li></ul>
  33. 40. DEVELOP MESSAGES – MAP TO AUDIENCES
  34. 41. PUT IT ALL TOGETHER – CREATE VALUE
  35. 42. <ul><li>Pick your weapon </li></ul><ul><li>Pull the trigger </li></ul>
  36. 43. KEY TAKE AWAYS <ul><li>TARGET so you can MAP </li></ul><ul><li>MAP so you can CONNECT </li></ul><ul><li>CONNECT so you can COMPEL </li></ul>
  37. 44. Contact Information Brad Monterio Managing Director Colcomgroup and CMH Partners LLC [email_address] +1 646 256 5296 SEE YOU NEXT YEAR! Annual Meeting & Expo August 21 - 24, 2010 Los Angeles, CA
  38. 45. Connecting Great Ideas and Great People www.asaecenter.org Creating Clear and Compelling Messages: Measure for Measure Metrics and Evaluating Communications Sunday, August 16, 2009 3:15 pm – 4:30 pm Cecilia Sepp Chair, Communication Section Council
  39. 46. <ul><li>“ Though this be madness, yet there is method in't.” Hamlet </li></ul><ul><li>(Act II, Scene II) </li></ul>
  40. 47. WHY MEASURE? <ul><li>METRICS demonstrate success – and failure </li></ul><ul><li>EVALUATE effectiveness </li></ul><ul><li>DEFINE criteria supporting stated objectives </li></ul>
  41. 48. ONE Global Audience INFINITE target markets
  42. 49. COMMUNICATION ROI Can it be measured? HOW?
  43. 50. ROI METRICS <ul><li>Web Hits </li></ul><ul><li>Click throughs </li></ul><ul><li>Viral Forwarding </li></ul><ul><li>Emails and Calls Generated </li></ul><ul><li>Qualitative and Quantitative Research </li></ul><ul><li>Collect Audience Feedback </li></ul>
  44. 51. KEY TAKE AWAYS <ul><li>MEASUREMENT is ESSENTIAL </li></ul><ul><li>COLLECT audience FEEDBACK </li></ul><ul><li>GOALS need METRICS </li></ul>
  45. 52. Contact Information Cecilia Sepp Consultant & Writer CS Association Services [email_address] 301 346-9656 SEE YOU NEXT YEAR! Annual Meeting & Expo August 21 - 24, 2010 Los Angeles, CA

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