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Messaging Workshop

Messaging Workshop. June 13, 2013 Marjorie Bauer, ESC Consultant Debra Yanofsky, ESC Consultant. CDCs Today. Why we are together today. The Community Investment Tax Credit has changed the landscape

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Messaging Workshop

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  1. Messaging Workshop June 13, 2013 Marjorie Bauer, ESC Consultant Debra Yanofsky, ESC Consultant

  2. CDCs Today

  3. Why we are together today • The Community Investment Tax Credit has changed the landscape • It has broadened donor focus, to include and increase individual and corporate donors and advocates of CDC work • To reach these new donors, it is important to refine and strengthen messaging and outreach

  4. Objectives for Today • Explore important messaging concepts • Try them out • Provide tools to take back to your organizations • Have fun as a group and learn from each other

  5. Introductions • Your Name • Your organization • What you hope to get out of today

  6. Agenda • Morning: Explore • Communication challenges • Messaging concepts • Examples and exercises • Lunch • Afternoon: Apply • Try out concepts for your organization

  7. Communications Challenges • Communication overload • Fast pace • Electronic and social media

  8. How many messages are we exposed to per day?

  9. And More Non-Profit Challenges • Services, not products; often hard to understand • Multiple audiences- clients, donors, funders, partners, Board, government….. • Numerous competitors and collaborators • Mission driven • Limited budgets • Proliferation of non-profit organizations

  10. Examplesof Great Brands • What brands do you think of? • Why?

  11. Great Brands Stand out….

  12. Keys to Success

  13. Positioning Strategy

  14. What is Positioning? The way into the mind of your prospect; the position in your customer’s mind. Ries and Trout, Positioning: The Battle for Your Mind, 1981

  15. Positioning Elements • Target market/constituency • Category (frame of reference, how consumers group services) • Differentiation (rational and emotional benefits) • Reason to believe (justification)

  16. Developing the Positioning Statement For ________________, our offering is the __________________ (Target Market) (Category) that provides__________________ because _________________. (Unique Benefit) ( Reason to Believe) Proof points 1. 2. 3.

  17. Federal Express Positioning Strategy For businesses who send packages, Fedex is the overnight delivery service that provides peace of mind because it has the best on-time record. Slogan "When it absolutely, positively has to be there overnight."

  18. Positioning

  19. What Defines a Target Market? A set of constituents sharing common needs, values or characteristics that an organization decides to serve Kotler and Armstrong, Principles of Marketing, Prentice Hall, 1999

  20. New Target Market Segments • Corporations • High Net Worth Individuals/Families

  21. Target Market Characteristics • Demographics • Individual: age, gender, family situation, geography, socio-economic, ethnicity, language, profession… • Organizational: type, size, location… • Needs • Values • Attitudes • Behavior/decision making

  22. Describe Your New Donor Market • Demographics • Needs • Values • Attitudes • What challenges do you each face in reaching or speaking to this audience?

  23. Target Audience Discussion • Share • What did you learn? • What more do you need to find out?

  24. Positioning

  25. Select The Category • The category, or frame of reference, will help you find a place in your audience’s mind • Determines your “competition” • Look for the biggest category in which you can be distinctive and, if possible, a leader

  26. Positioning

  27. Differentiation • Why someone should pick you vs. other choices? • What makes you distinctive in your category?

  28. Determine Differentiation • Both rational and emotional bases for differentiation • What the organization offers - services, programs, products • How using the organization makes the client feel • To clarify differentiation, compare the organization to "competition” • Those that offer similar or the same services • Those that offer related or substitute services • Those that fill the same need but offer different services

  29. Brainstorming Competition

  30. Identifying Your CDC’s Competition

  31. Positioning

  32. Reason to Believe • Features and/or benefits that support the differentiation • Typically requires specific proof points

  33. Positioning

  34. Positioning Statement Summary • To be successful, a positioning must be: • Long term • Unique and protectable • Single-minded • Consistent with service delivery and built on the organization’s current image • It is an internal, strategic statement NOT the words you will use externally.

  35. Positioning Statement:ABC Agency: Clients ForSpanish speaking adults, ABCis the direct service organization that helps you become self-sufficient because itprovides relevant programs in the most patient and caring environment. Brand Attributes/Proof Points: • - Strong customer service: 90%+ highly satisfied clients, • - Wide range of ESL, computer, and healthcare classes: 120 • - Caring teachers: provide extra help; testimonial

  36. Positioning Statement:ABC Agency: Donors For business leaders who want to support the Hispanic community, ABC is the direct service organization that has the greatest impact on the local community because it helps Latinos and immigrants become more self-sufficient and successful.

  37. Developing the Positioning Statement For ________________, our offering is the __________________ (Target Market) (Category) that provides__________________ because _________________. (Unique Benefit) ( Reason to Believe) Proof points 1. 2. 3.

  38. Habitat For Humanity • Our mission: Habitat for Humanity believes that everyman, woman and child should have a decent, safe and affordable place to live. We build and repair houses all over the world using volunteer labor and donations. Our partner families purchase these houses through no-profit, no-interest mortgage loans or innovative financing methods.  

  39. Developing the Positioning Statement For ________________, our offering is the __________________ (Target Market) (Category) that provides__________________ because _________________. (Unique Benefit) ( Reason to Believe) Habitat for Humanity believes that everyman, woman and child should have a decent, safe and affordable place to live. We build and repair houses all over the world using volunteer labor and donations. Our partner families purchase these houses through no-profit, no-interest mortgage loans or innovative financing methods.  

  40. CDC Current Perceptions? • No idea what a CDC is; healthcare? • Greedy developers • Bureaucratic • Confusion re. non-profit status • Too corporate • Just housing Clark Strategic Communications, MACDC Study, 2010

  41. CDC Desired Perceptions?

  42. lunch

  43. Afternoon Agenda

  44. Exercise What are the most distinctive benefits that most CDC’s offer?

  45. Developing Your Positioning Statement For ________________, our organization is the __________________ (Target Market) (Category) that provides__________________ because _________________. (Unique Benefit) ( Reason to Believe)

  46. Translating Positioning to Key Messages • Given how you want to be thought of/positioned in minds of your target, what messages would be most effective in communicating this? • Ideally three messages per target market • Additional messages may be needed for specific services or programs

  47. Key Message Guidelines • Focus on audience not mission • Seeking clients, donors, partners – not converts • You (rather than we) language • Know what response you want from the target group(s) • Donations • Use of your services • Volunteering • Advocacy • Messages need to be specific, not all encompassing Based on material in Katya Anderson and Jossey Base, Robin Hood Marketing 2006

  48. Sample Messages: ABC Agency Clients For Spanish speaking adults, ABC is the direct service organization that helps you become self-sufficient because it provides relevant programs in the most patient and caring environment. • You’ll get the resources you need to increase your skills. • ABC offers you high quality, up-to-date courses. • Learn in a safe and caring environment.

  49. Sample Messages: ABC Agency Donors For business leaders who want to support the Hispanic community, ABC is the direct service organization that has the greatest impact on the local community because it helps Latinos and immigrants become more self-sufficient and successful. • Educational opportunities for Spanish speaking immigrants is an investment in your business’s future. • ABC is a well-respected and trusted organization with a proven track record of helping Latinos to succeed. • ABC offers hi-tech, healthcare, and ESL classes delivered in a safe and respectful environment.

  50. Developing Your Key Messages Specify the audience:_____________________ The three things you want this audience to know. 1. 2 3.

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