ICCP & Futerra - Staff Engagement Masterclass - April 2012

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Solitaire Townsend's (Futerra) presentation on Staff Engagement from Islington Climate Change Partnership's Staff Engagement Masterclass on 19th April 2012.

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ICCP & Futerra - Staff Engagement Masterclass - April 2012

  1. 1. STAFF%COMMUNICATIONS% ICCP$ Solitaire$Townsend,$Co3Founder$WWW.FUTERRA.CO.UK
  2. 2. THE%TEAM% PR$&$media$$/$$strategy$$/$$adver=sing$&$brand$$ employee$engagement$$/$$visual$&$digital$
  3. 3. WWW.FUTERRA.CO.UK
  4. 4. THOUGHT%LEADERSHIP%WWW.FUTERRA.CO.UK
  5. 5. SUSTAINABILITY" age of problems" age of solutions "   Poverty and inequity"   Sustainable 
   Epidemics and 
 development" health crisis"   Climate change"   Biodiversity loss"   Financial crash"   Security threats"WWW.FUTERRA.CO.UK
  6. 6. WWW.FUTERRA.CO.UK
  7. 7. SUSTAINABILITY%COMMUNICATIONS%WWW.FUTERRA.CO.UK
  8. 8. BY%BUSINESS% ACCOUNTING GREEN REVENUE FOR SUSTAINABILITY VISION OF A RADICAL ETHICS & SUSTAINABLE ISSUE CAMPAIGNING FUTURE DECOUPLING & PRODUCT BEHAVIOUR CHANGE TRANSFORMATION SCALE & CHOICE EDITING STAFF SUSTAINABILITYWWW.FUTERRA.CO.UK
  9. 9. WWW.FUTERRA.CO.UK
  10. 10. WWW.FUTERRA.CO.UK
  11. 11. WWW.FUTERRA.CO.UK
  12. 12. WWW.FUTERRA.CO.UK
  13. 13. Make a plan" The%Purpose% Communica=ons$objec=ves$ The%Target% Knowing$your$audience$ The%Message% What$and$who$$ The%Tac@cs% How$to$get$your$message$across$ The%Results% Measure$and$learn$WWW.FUTERRA.CO.UK
  14. 14. audience"WWW.FUTERRA.CO.UK
  15. 15. KNOW%YOUR%AUDIENCE%WWW.FUTERRA.CO.UK
  16. 16. Source:$Pat$Dade$
  17. 17. HUMAN%BEHAVIOUR% Spock Rational Cost/Benefit decisions “ego” Homer Emotional Instincts and habits “id”
  18. 18. Information/ Incentives" Decision" Action ! " ence Sali Primi ng" ults" Defa Action Habit ? f" " proo ial Soc
  19. 19. Statu s" Messenger" Incentives" Salience" Action … Priming" cs"Infrastructure" Heuristi Habit "
  20. 20. message"
  21. 21. use words 
that sell
  22. 22. don’t nag"
  23. 23. beware the bystander effect"
  24. 24. make cleardirect requests
  25. 25. seeing is believing"
  26. 26. don’t create fear without agency"
  27. 27. balance language"
  28. 28. empathy and emotion are powerful tools"
  29. 29. don’t rely on human survival instincts"
  30. 30. don’t criticise home 
or family "
  31. 31. keep it personal"
  32. 32. stories work""
  33. 33. BUILD%TRUST%WWW.FUTERRA.CO.UK
  34. 34. WWW.FUTERRA.CO.UK
  35. 35. tactics"WWW.FUTERRA.CO.UK
  36. 36. change groups"WWW.FUTERRA.CO.UK
  37. 37. not all messengers are equal"WWW.FUTERRA.CO.UK
  38. 38. remind, remind, remind"WWW.FUTERRA.CO.UK
  39. 39. label people"WWW.FUTERRA.CO.UK
  40. 40. catch me 
 when I’m open to change"WWW.FUTERRA.CO.UK
  41. 41. make it 
 a pleasure"WWW.FUTERRA.CO.UK
  42. 42. photography viral stunts features direct radio marketing launch local events advertising packaging/loyalty coupons presentations/ speeches sponsorships webcasting channels! exhibitions roadshows competitions word-of-mouth interviews local events internet celebrity advertorials endorsements posters websites & portalsWWW.FUTERRA.CO.UK case studies
  43. 43. WWW.FUTERRA.CO.UK
  44. 44. WWW.FUTERRA.CO.UK
  45. 45. keep on communicating"WWW.FUTERRA.CO.UK
  46. 46. THANK%YOU% Solitaire$Townsend$ TwiIer:$@GreenSolitaire$ Email:$soli@futerra.co.uk$WWW.FUTERRA.CO.UK

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