Intros – SF/SR & brief intro – won’t bore you with biogs but we specialise in helping charities to create strategies that deliver better results Why herding cats? Well, in all of your fantastic strategic thinking, and new initiatives, and bread and butter marketing, media relations, etc, etc where is the glue that binds it all together? In our experience a strong audience focus does that. So everything starts to pull in the same direction – all activity working towards a common end. Want to keep it informal – asking for your input throughout. Do raise questions while going through. If any questions need level of attention can’t give it here during presentation happy to continue talking after.
Whistle stop tour – lot of information to get through – we’ve made the slides deliberately detailed so that they’ll be memory prompts for after session (available where/how?) Warm up with bit of a quiz .... Nothing to fear, among friends here, and here are the prizes (chocs)
Can anyone spot the brand? Is anyone from the NT here today? (discuss how to play if yes). Make sure it’s clear that they are not clients but fantastic example of very good audience focus. Anyone remember anything about the promotion? Who is this promotion for? What kind of target audience do you think NT have in mind?
Explorer families are focused on getting the most from the time they spend with their family. Concept of quality Time invented for this group. Parents want children to have fun and magical experiences but they also want to have a good time and be stimulated. Explorer families are independently minded – not package tour people. Higher income, packed family diaries. Family days out have a hidden agenda: they want to expose their children to the experiences that will guide them in life – what they want to be, how they want to live, ambitions and passions. NT use this insight to steer how they market to these families (both channels and messages) and also how to provide for them at properties – make sure experience is a rich one.
Existing visitor base – make the point that they concentrated on getting one audience type right (understand that looking at donor segmentation now) So how do you do it?
Here’s the basic process
Ground it – pick sample charity Give basic brand and objectives – pre-preparedon flip chart Ask for others to throw in suggestions ...
Willing/Able Influence/interest Refer back to objectives
Put a couple of priority audiences up on flipchart Explain that because we’ve been asked to look at developing messages we don’t have time to go into research/methodology/ways of gathering knowlege and info on audiences but paper on wall and markers – if anyone has ideas to share please jot on those or even just write up your email with bullet on what you’d like to share and we can contact you and circulate more detail ... Ask for contributions ... Characteristics – demographics/needs/motivations/problems/ Attitude to you or your cause What sources or channels of information they use – what channels will you need to use to reach them What sources to they trust/are they influenced by? What do you want them to do/what is the call to action?
So, you have your priority audiences – now what do you need to say to them to hook them in? How to create the right messages? Why important? (ask group) Lots of techniques but going to run you through one route that suitable for small to medium charities who may have to do a lot of this work in-house. Same technique can apply to corporate messaging, campaign messaging, messaging to different audience segments, etc. Whatever you come up with you will have to test – but first you have to create something. Here outline workshop: Attendees – the fresh element Output – intention is not to craft perfectly phrased and shaped messages; you will be able to find message areas – someone will need to go and craft the final version Get under skin and be positive – presenting what you know in a way that is interactive, also keeping positive/creative energy (we can give you some tips on exercises that do that, see us after)
Two techniques we use to get under the skin of an audience: On flip chart – party game example of dorothy donor What motivates Dorothy? What keeps her awake at night? What frustrates her about ...? What does she love about ....? What does she feel proud of ....? What does she boast to her friends about ...?
CCT example: Wanted to capture sense of peace, stillness as enter church. So developed message around enjoying best of england’s history, art and architecture without the crowds ... Tested badly – “Why is no one going – must be rubbish” Same client different audience segment testing a kind of horrible histories approach where talked about Gargoyles and Green Men. Latter is a pagan jolly character found in medieval churches but majority of test audiences thought they were talking about little green men from Mars. You are too
Thank you for time – finish on great film that we thinks sums up the feeling you get when your comms is all coming together. Good audience focus is a very good way of doing that. Don’t forget if you have ideas or tips to share on how to gather info about audience knowledge please write up on back wall ...
The trick to herding cats
Mission Critical: CraftingYour CommunicationsStrategy30 May 2012 #CommsStrategy
The trick to herding cats -the process and principles of audience focus CharityComms May 2012 #CommsStrategy
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
Explorer Families – active, educated, enthusiastic
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
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)
Knowledge/characterisation What is most useful to know about your priority audiences?
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
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
Warning - you are too close to this ... TEST YOUR MESSAGES
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