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Communications Strategy for JRF Giving voice to artisans & their communities
Who is our audience?
What are the key goals we wish to achieve?
How do we want our target audiences to perceive us? What actions do we want them to take?
Internal audience: JR staff & management
Culturally diverse villagers and artisans
Direct local supporters
<ul><ul><li>Researchers & Donors </li></ul></ul>
What resonates with them?
 
Imbibing the social philosophy  Re-branding
It’s about people,  not carpets! Weaver + Customer = Bhagwan
Brand Positioning Statement <ul><li>Foundation for communications but not the messsage itself </li></ul><ul><ul><li>“ JRF ...
<ul><ul><li>Training materials for new hires </li></ul></ul><ul><ul><li>Manual & script </li></ul></ul><ul><ul><li>Baselin...
Primary grassroots initiative <ul><li>Posters & branded material for weavers </li></ul><ul><li>Promotional video of NKC’s ...
Digital initiatives <ul><ul><li>Website </li></ul></ul><ul><ul><li>Research & media portal </li></ul></ul><ul><ul><li>CRM/...
Let the artisan tell her story through photo, video & text
I had to know and understand my own story before I could listen to and help other people with theirs.  ~Barack Obama
Culture is not about what is absolute, real, or true. It’s about what a group of people get together and agree to believe....
We must first  envision the new  future, and then  use the   past  to legitimize this future. --Michael Margolis
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JRF communications strategy

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Proposed communications strategy for Jaipur Rugs Foundation.

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JRF communications strategy

  1. 1. Communications Strategy for JRF Giving voice to artisans & their communities
  2. 2. Who is our audience?
  3. 3. What are the key goals we wish to achieve?
  4. 4. How do we want our target audiences to perceive us? What actions do we want them to take?
  5. 5. Internal audience: JR staff & management
  6. 6. Culturally diverse villagers and artisans
  7. 7. Direct local supporters
  8. 8. <ul><ul><li>Researchers & Donors </li></ul></ul>
  9. 9. What resonates with them?
  10. 11. Imbibing the social philosophy Re-branding
  11. 12. It’s about people, not carpets! Weaver + Customer = Bhagwan
  12. 13. Brand Positioning Statement <ul><li>Foundation for communications but not the messsage itself </li></ul><ul><ul><li>“ JRF is the social initiative of JRC, </li></ul></ul><ul><ul><li>a social enterprise.” </li></ul></ul>
  13. 14. <ul><ul><li>Training materials for new hires </li></ul></ul><ul><ul><li>Manual & script </li></ul></ul><ul><ul><li>Baseline assessment for new areas </li></ul></ul><ul><ul><li>MIS for knowledge management & documentation culture </li></ul></ul>Internal Initiatives
  14. 15. Primary grassroots initiative <ul><li>Posters & branded material for weavers </li></ul><ul><li>Promotional video of NKC’s vision </li></ul><ul><ul><li>Success story content </li></ul></ul><ul><ul><li>Standardized certificates & motivational materials </li></ul></ul>
  15. 16. Digital initiatives <ul><ul><li>Website </li></ul></ul><ul><ul><li>Research & media portal </li></ul></ul><ul><ul><li>CRM/Database </li></ul></ul><ul><ul><li>Newsletter </li></ul></ul>
  16. 17. Let the artisan tell her story through photo, video & text
  17. 18. I had to know and understand my own story before I could listen to and help other people with theirs. ~Barack Obama
  18. 19. Culture is not about what is absolute, real, or true. It’s about what a group of people get together and agree to believe. Culture is made of stories... ~Thom Hartmann Those who tell the stories rule the world.~ American Indian proverb
  19. 20. We must first envision the new future, and then use the past to legitimize this future. --Michael Margolis

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