This document provides information on how to analyze audiences and stakeholders. It discusses: - Defining audiences and stakeholders. - A 6 step process to identify and prioritize stakeholders including identifying who they are, their interests, prioritizing key stakeholders, understanding them, creating an action plan. - Examples of how to understand stakeholders including their interests, motivations, desired information and communication channels, current opinions, influencers. - An action plan template to identify key stakeholders, desired support, messages, and specific actions. The presentation aims to help organizations effectively communicate by mapping their audiences and stakeholders. It outlines a process for identification, prioritization, understanding, and creating targeted action plans.

1. © NEST Corporation 2013
Mapping your audiences
Are you talking to the right people at the right time
in the right way?

2. © NEST Corporation 2013
Legal information
© NEST Corporation. All rights reserved. This information does not constitute financial,
investment or professional advice and should not be relied upon as such. Reproduction
in any form of all or any part of these slides is prohibited.

3. © NEST Corporation 2013
Contents
Introductions – 5 mins
Definitions – 5 mins
Approaches to take – 15 mins
Questions – 5 mins
Quick DIY session – 20 mins
Feedback – 20 mins

4. © NEST Corporation 2013
Introductions
A new pension scheme established by statute, run as a trust
Public service obligation to accept all employers who want to use NEST to
meet their employer duties
10.1 million
without a
qualifying
pension scheme
Approximately
14.4 million
private sector
workers are
eligible for
automatic
enrolment
Approximately
8.5 million people
in NEST’s intended
target market
Assistant Director of Marketing Strategy and Planning, NEST
Cross-sector background in marketing across financial services, professional
services and social care

5. © NEST Corporation 2013
Definition
“The assembled spectators
or listeners at a public event
such as a play, film, concert,
or meeting.”

6. © NEST Corporation 2013
Audience analysis steps
Step 1
• Who are they?
Step 2
• What is their power, influence and interest?
Step 3
• Which ones are the most important?
Step 4
• How are they likely to respond?
Step 5
• What needs to happen by when and measured how?
Step 6
• Action plan

7. © NEST Corporation 2013
Step 1 - Identify your stakeholders
Your boss Shareholders Government
Senior executives Corporate partners Trades associations
Your colleagues Suppliers The press
Your team Service providers Interest groups
Donors Scientific community The public
Prospective donors Future recruits The community
Service users volunteers

8. © NEST Corporation 2013
Step 2 and 3 - Prioritise your stakeholders

9. © NEST Corporation 2013
Step 4 and 5 - Understand your key stakeholders
Key questions that can help you understand your stakeholders are:
– What financial or emotional interest do they have in the outcome of your work? Is it positive
or negative?
– What motivates them most of all?
– What information do they want from you?
– How do they want to receive information from you? What is the best way of communicating
your message to them?
– What is their current opinion of your work? Is it based on good information?
– Who influences their opinions generally, and who influences their opinion of you? Do some of
these influencers therefore become important stakeholders in their own right?
– If they are not likely to be positive, what will win them around to support your project?
– If you don't think you will be able to win them around, how will you manage their opposition?
– Who else might be influenced by their opinions? Do these people become stakeholders in
their own right?

10. © NEST Corporation 2013
Step 6 – Action plan
Stakeholder
name
Communications
approach (from
power/interest grid)1
Key interests and
issues
Current status2
Desired
support3
Desired role
(if any)
Actions desired (if
any)
Messages needed
Action and
communication
Janet
Belchar
Manage closely Gardening
Urban foxes
Critic Medium Campaigner Agree to become
chair of campaign
advisory
committee
- urban gardens are an
important part of the
city landscape and play
a critical role in
balancing the urban
ecosystem
- Foxes are increasingly
causing problems for
urban gardeners and
need to be managed.
- Letter from
CEO explainging
our positioning
and key issues
that we are
campaigning to
address.
Request
meeting.
1. Manage closely/Keep satisfied/Keep informed/Monitor
2. Advocate/Supporter/Neutral/Critic/Blocker
3. High/Medium/Low

11. © NEST Corporation 2013
Questions?

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