Messaging Camp: How to Craft a Message that Impacts and Grows Your Advocates - Fervor Marketing (NonProfit Connect presentation 1.11.16

2. Mike Farag Chief Strategist & CEO
@createfervor | createfervor.com

3. FERVOR IS FOR GOOD.
Fervor is more than just marketing, we make an
impact by helping those who are out to do big
things. We believe in doing things that matter.

4. ⓒ FINAO Enterprises LLC DBA Fervor Marketing 2015
MESSAGE CAMP:
Crafting Your Key Message
to Grow Advocates

5. ⓒ FINAO Enterprises LLC DBA Fervor Marketing 2015
5 FOUNDATIONS
of Great Messaging

6. ⓒ FINAO Enterprises LLC DBA Fervor Marketing 2015
FOUNDATION 1:
Identify & Define: Why, How and What

7. 7
WHY

8. 8
WHY
HOW

9. 9
WHY
HOW
WHAT

10. 10
WHY
HOW
WHAT
WHO

11. Client Example:

12. Why, How, What
Breakout:

14. ⓒ FINAO Enterprises LLC DBA Fervor Marketing 2015
FOUNDATION 2:
Create & Craft Three Ideal Advocate Profiles

15. Client Example:

16. KEYWORDS
COMMUNICATION
VALUES
KEYINSIGHTS
ⓒ FINAO Enterprises LLC DBA Fervor Marketing 2015
High Mid Low Low Mid High
Design Function
Less Data More Data
Modern Traditional
Narrative
For both herself and her children, Sue relies on Samuel U. Rodgers
for health care. It’s a place she can afford with people she can trust.
She faces instability every day, and with Samuel Rodgers, health
care is one less thing to worry about. She appreciates that Rodgers
accepts her Medicaid insurance. And the transportation options
make it possible for Sue and her kids to get there. As a working
mom, she has no time to spare, so having everything she needs on-
site (like the pharmacy and WIC resources) makes Rodgers
convenient. She wants the best care she can get for her children
and family.
Frustrations
• Sue is a busy mom with little support. It’s tough to take time
off from her hourly job, so clinic appointments are time-
sensitive; she just doesn’t have the time to wait.
• She doesn’t have reliable transportation, and uses the bus or
her older car.
• She wants to give her kids the best, but finds it impossible to
make ends meet.
• She worries about getting good health care resources
because she knows that she can’t pay for the next doctor
appointment, for her kids or for herself.
Medicaid
WIC providers
pediatric care
low-cost health care
Women Infant
Children
location-based
Age 22-29
Role Working Mom with 2+ kids
Education High school or GED
Entry In the neighborhood
Needs
• Sue needs health care for herself and for her kids that she can
access and afford.
• The setting needs to be convenient, and the care needs to be fast.
She needs WIC, OB/GYN and pediatric services all in one place,
so all her family’s medical needs can be met.
• She needs staff and doctors she likes and trusts, who connect
with her on her level and speak her language.
Sue (Patient)
“My mother took me to Samuel Rodgers for
pediatrics and I’ve never switched.”
“Growing up, there were doctors there who
I enjoyed. We enjoyed going there because
of the doctor.”

17. Ideal Advocate
Breakout:

18. ⓒ FINAO Enterprises LLC DBA Fervor Marketing 2015
FOUNDATION 3:
Brand Pillars; Every Organization
Stands for Something

19. Client Example:

20. Example:

21. Brand Pillars
Breakout:

22. ⓒ FINAO Enterprises LLC DBA Fervor Marketing 2015
FOUNDATION 4:
Refine Messaging Platform

23. Client Example:

24. Client Example:

25. Client Example:

26. Messaging
Platform
Exercise:

27. ⓒ FINAO Enterprises LLC DBA Fervor Marketing 2015
FOUNDATION 5:
Brand StoryGrid™

28. ⓒ FINAO Enterprises LLC DBA Fervor Marketing 2015
Positive
Story
A story that illustrates results and showcases
how you shine when working with clients.
Challenge
Story
A story that explains a challenging
situation you overcame.
Hip Pocket
Story
A fun, energizing story that
demonstrates what it’s like
to work with you.
Brand StoryGrid™

29. 5 FOUNDATIONS OF GREAT MESSAGES
Identify & Define: Why, How and What
Why do you exist and how are you changing things?
1
ⓒ FINAO Enterprises LLC DBA Fervor Marketing 2008-2016

30. 5 FOUNDATIONS OF GREAT MESSAGES
Create & Craft Three Ideal Advocates
Profile in detail the ideal clients, advocates and donors.
Identify & Define: Why, How and What
Why do you exist and how are you changing things?
1
2
ⓒ FINAO Enterprises LLC DBA Fervor Marketing 2008-2016

31. 5 FOUNDATIONS OF GREAT MESSAGES
Create & Craft Three Ideal Advocates
Profile in detail the ideal clients, advocates and donors.
Identify & Define: Why, How and What
Why do you exist and how are you changing things?
1
2
3
ⓒ FINAO Enterprises LLC DBA Fervor Marketing 2008-2016
Brand Pillars
Every organization stands for something. What makes you, you?!

32. 5 FOUNDATIONS OF GREAT MESSAGES
Create & Craft Three Ideal Advocates
Profile in detail the ideal clients, advocates and donors.
Refine Messaging Platform
Words to use and avoid, 30 second story, one-liners help set the tone.
Identify & Define: Why, How and What
Why do you exist and how are you changing things?
1
2
3
4
ⓒ FINAO Enterprises LLC DBA Fervor Marketing 2008-2016
Brand Pillars
Every organization stands for something. What makes you, you?!

33. 5 FOUNDATIONS OF GREAT MESSAGES
Create & Craft Three Ideal Advocates
Profile in detail the ideal clients, advocates and donors.
Refine Messaging Platform
Words to use and avoid, 30 second story, one-liners help set the tone.
Identify & Define: Why, How and What
Why do you exist and how are you changing things?
1
2
3
4
5
ⓒ FINAO Enterprises LLC DBA Fervor Marketing 2008-2016
Brand StoryGrid™
Every advocate and employee needs to own the message.
Brand Pillars
Every organization stands for something. What makes you, you?!

34. ⓒ FINAO Enterprises LLC DBA Fervor Marketing 2015
MESSAGE CAMP:
Crafting Your Key Message
to Grow Advocates

35. Mike Farag Chief Strategist & CEO
@createfervor | createfervor.com