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The trick to herding cats

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Selina Fox and Susannah Randall, RandallFox
Mission Critical: Crafting your communications strategy workshop
www.charitycomms.org.uk/events

Published in: Health & Medicine, Business
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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. Randallfox.co.uk

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