presentation on communications stratregy given at ACEVO conference on 28 November 20087 by Peter Gilheany

1. YOU PROMISED
The importance of setting and shaping
your brand and communications

2. It matters what people think

3. People must think differently …
… if the world is to
change for the better

4. It’s your promise
• Oxfam promises to deliver the world from poverty
• Mencap promises to deliver lives worth living to
people with learning disabilities
• Fairtrade Foundation promises to deliver decent
livelihoods to farmers in the developing world

5. Your promise is your brand

6. Your strategy …
… puts your promise at
the heart of your activity

7. Articulate why you deserve people’s
trust and commitment.

8. Then sell it to others

9. Good communications
• Clarity and consistency
• Collaboration
• Connections

10. What motivates people to engage?
Vision Increasing loyalty
I share their vision
Beliefs
I believe in them
Capability
They have shown they can
Specific action
My money will make a difference
Immediate environment
Increasing need for It will make a difference to me
tangible rewards

11. Your brand is not your logo

12. Identify the issue
Illuminate the idea
Influence the impact

13. Macmillan

14. The Royal Parks

15. Samaritans

16. More than a logo

17. Cause
Consistency
Context
Credibility Culture
Promise
Clarity Creativity
Collaboration

18. Peter Gilheany
peter@forster.co.uk
020 7403 2230