A guide to mapping your audiences. Audience first conference, 16 July 2014


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Ranila Ravi-Burslem, head of marketing planning and analysis, NEST

Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.

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A guide to mapping your audiences. Audience first conference, 16 July 2014

  1. 1. © NEST Corporation 2013 Mapping your audiences Are you talking to the right people at the right time in the right way?
  2. 2. © NEST Corporation 2013 Legal information © NEST Corporation. All rights reserved. This information does not constitute financial, investment or professional advice and should not be relied upon as such. Reproduction in any form of all or any part of these slides is prohibited.
  3. 3. © NEST Corporation 2013 Contents Introductions – 5 mins Definitions – 5 mins Approaches to take – 15 mins Questions – 5 mins Quick DIY session – 20 mins Feedback – 20 mins
  4. 4. © NEST Corporation 2013 Introductions A new pension scheme established by statute, run as a trust Public service obligation to accept all employers who want to use NEST to meet their employer duties 10.1 million without a qualifying pension scheme Approximately 14.4 million private sector workers are eligible for automatic enrolment Approximately 8.5 million people in NEST’s intended target market Assistant Director of Marketing Strategy and Planning, NEST Cross-sector background in marketing across financial services, professional services and social care
  5. 5. © NEST Corporation 2013 Definition “The assembled spectators or listeners at a public event such as a play, film, concert, or meeting.”
  6. 6. © NEST Corporation 2013 Audience analysis steps Step 1 • Who are they? Step 2 • What is their power, influence and interest? Step 3 • Which ones are the most important? Step 4 • How are they likely to respond? Step 5 • What needs to happen by when and measured how? Step 6 • Action plan
  7. 7. © NEST Corporation 2013 Step 1 - Identify your stakeholders Your boss Shareholders Government Senior executives Corporate partners Trades associations Your colleagues Suppliers The press Your team Service providers Interest groups Donors Scientific community The public Prospective donors Future recruits The community Service users volunteers
  8. 8. © NEST Corporation 2013 Step 2 and 3 - Prioritise your stakeholders
  9. 9. © NEST Corporation 2013 Step 4 and 5 - Understand your key stakeholders Key questions that can help you understand your stakeholders are: – What financial or emotional interest do they have in the outcome of your work? Is it positive or negative? – What motivates them most of all? – What information do they want from you? – How do they want to receive information from you? What is the best way of communicating your message to them? – What is their current opinion of your work? Is it based on good information? – Who influences their opinions generally, and who influences their opinion of you? Do some of these influencers therefore become important stakeholders in their own right? – If they are not likely to be positive, what will win them around to support your project? – If you don't think you will be able to win them around, how will you manage their opposition? – Who else might be influenced by their opinions? Do these people become stakeholders in their own right?
  10. 10. © NEST Corporation 2013 Step 6 – Action plan Stakeholder name Communications approach (from power/interest grid)1 Key interests and issues Current status2 Desired support3 Desired role (if any) Actions desired (if any) Messages needed Action and communication Janet Belchar Manage closely Gardening Urban foxes Critic Medium Campaigner Agree to become chair of campaign advisory committee - urban gardens are an important part of the city landscape and play a critical role in balancing the urban ecosystem - Foxes are increasingly causing problems for urban gardeners and need to be managed. - Letter from CEO explainging our positioning and key issues that we are campaigning to address. Request meeting. 1. Manage closely/Keep satisfied/Keep informed/Monitor 2. Advocate/Supporter/Neutral/Critic/Blocker 3. High/Medium/Low
  11. 11. © NEST Corporation 2013 Questions?
  12. 12. Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do. www.charitycomms.org.uk