Enhance Your Goals with
Who we are…
• Flint Communications
• Part of the Flint Group
What we’ll cover…
• Who are you?
– Determining your “brand” positioning
• Who needs to care?
– Identifying and analyzing key audiences
• What do they need to know?
– Determining key messages
– Matching them to audiences
What we’ll cover…
• How do you reach them?
– Identifying the best way to deliver your messages
• Hands-on planning session
Begin with who you are…
• Mission, vision and core values of your
• Who, where you serve?
• Who else is out there?
–Serving the same audience, same services?
–Competing for the same dollars?
–Talking to the same donors?
If I asked…
• What is the “one thing” you do best?
• Are there other unique distinctions between
you and your “competitors”?
• If you had one minute to tell someone about
your organization, what would
And more questions…
• What words would you use to describe your
• Where do you make the greatest impact?
• What do you do to make life better?
• What is the reputation of your organization?
Think about your history, your staff
and volunteers, and more.
• Where are you strong?
• Where are you weak?
• What “gets in the way” for you?
–Current or past events
• “I wish they knew ____ about us.”
• List all possible audiences.
– External (include customers, clients, members, etc)
• Staff, Board, Committees, Volunteers
• Identify who could possibly influence them.
• Include other funding sources, regulators, thought
Determine target audiences.
• Individual Demographic information:
– Average age
– Family lifecycle stage
• Businesses Demographic information:
– Size by revenue
– Size by number of employees
What do you know about them?
needs to care
Prioritize your audiences.
• Analyze all audiences
• Awareness vs. Potential
– Use matrix tool to plot audience
• Focus efforts on audiences with high potential
– High Potential/Low Awareness
– High Potential/High Awareness
Prioritize Target Audiences
does each audience know – or need
resonates with —and engages—
What hurt do you address, what
need do you fill?
What makes them care?
• Psychographic information:
– Leisure pursuits
– Beliefs, thought patterns
– Core Values
might get in the way?
…and an elevator speech.
A brand positioning statement…
….is a statement that defines the place a
brand occupies in the audience’s mind relative
to competing offerings.
This statement is the foundation for all
communications material but is not the
We aim high on everything we do.
Brand Promise Statement:
We aim high on everything we do; higher than our
clients’ expectations, higher than their goals for
business growth. This takes passion. This takes fire.
This takes knowing that good enough is never good
enough. And it isn’t good at all if it doesn’t get
Develop a Great Elevator Speech
Image by jepoirrier
What it is:
A brief, compelling
–Who you are
–What do you do
–Why does it matter
Needs to be short and
concise – easily said in
a short elevator ride!
Needs to pass the So
Example – printing company:
“At ACME Printing we help companies save
time and reduce costs by making it easier for
them to print their invoices and accounts
receivable forms and process their payroll
• Open the door to direct communication with your
– Bridge what your audience already knows with
where you are trying to take them.
• Are customized to each audience.
• Address the hurt and the need.
• Are the “one thing” that audience needs to know.
• Are backed by proof or supporting points.
• Get your audience curious.
Key messages are…
• Concise: avoid jargon and acronyms
• Active: make every sentence active
• Positive: talk about what one can do, not what you
• Short: one memorable sentence, 10-15 seconds to
• Specific: address a particular challenge and
… influence a target audience to achieve a
specific outcome by using selected
messages, messengers and channels or
mediums to reach the target.
– Prioritized target audiences
• Key Messages
– Persuasive, compelling messages that resonate with target audiences
– Define How and What you need to accomplish
– All the different ways you reach people
– Vehicles for delivering key messages
– Strengthen current donor relationships
– Cass/Clay businesses with 50+ employees with High
– Adults in Cass/Clay with household incomes of $75,000+
• Key Messages
– Brand key messages
– Cause/program specific based on donor’s interest
– Nurture current and past donors through annual fund
– Hold kick-off meeting
– Launch media campaign
– Set up speaking engagements at specific targeted
– Send out media releases with campaign milestones