Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The trick to herding cats


Published on

Selina Fox and Susannah Randall, RandallFox
Mission Critical: Crafting your communications strategy workshop

Published in: Health & Medicine, Business
  • Be the first to comment

  • Be the first to like this

The trick to herding cats

  1. 1. Mission Critical: CraftingYour CommunicationsStrategy30 May 2012 #CommsStrategy
  2. 2. The trick to herding cats -the process and principles of audience focus CharityComms May 2012 #CommsStrategy
  3. 3. Our task for today ...  Understand the basic process of audience mapping and prioritising  Share techniques we use to help clients develop audience focused messages  Share ideas and tips
  4. 4. Audience QI There are prizes ......
  5. 5. Explorer Families – active, educated, enthusiastic
  6. 6. NT key points  Started from existing visitor base  Invested and made it evidence-based  Embedded it throughout the organisation– internal comms, training, degree of self-determination  Used insight to reach more of the same and to improve their offer
  7. 7. Audience focus - basic process
  8. 8. Core to activity Who do you need to carry out your work? Trustees Staff Potential donors Volunteering agencies Volunteers Media Opinion leadersPeers/partners Dev’t charities Diffuse Who is in a similar position to Who else matters? you/shares your goals? Enablers Who provides the framework Potential volunteers for your work? Overseas ministries Department for Intl Dev’t (DfID)
  9. 9. Prioritising ? Willing/Able ? Influence/interest ? Motivation/ability
  10. 10. Knowledge/characterisation What is most useful to know about your priority audiences?
  11. 11. Message development – workshop process You will need .... • Small group – influencers/creatives (trusted external colleague?) • To be pragmatic/manage expectations around output • Get under the skin of the audience & create a positive atmosphere • Intended output = clear message areas • Redraft and refine • Keep everyone on board – circulate draft? • Test
  12. 12. Getting under the skin of an audience – workshop outline • Package and present everything that you know – existing data, new or old research, anecdotal evidence, secondary sources • Circulate with some questions to ensure it’s read and digested • Discuss and dissect • Exercise – Meet ‘Dorothy Donor’ • Pub pitch – two minutes, everyone notes what resonates = message areas
  13. 13. Warning - you are too close to this ... TEST YOUR MESSAGES
  14. 14. Putting order into the creative process ... You will need: • Good internal communications – spread understanding • Training – spread the knowledge • A way of ordering info on audiences and messages • Milestones: evaluation and refinement
  15. 15. Audience focus - review
  16. 16. It’s a journey ...
  17. 17. The trick to herding cats
  18. 18.