iccp & futerra - staff engagement masterclass - april 2012

WWW.FUTERRA.CO.UK

ICCP$Solitaire$Townsend,$Co3Founder$

STAFF%COMMUNICATIONS%

THE%TEAM%

PR$&$media$$/$$strategy$$/$$adver=sing$&$brand$$

employee$engagement$$/$$visual$&$digital$

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WWW.FUTERRA.CO.UK

THOUGHT%LEADERSHIP%

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  Poverty and inequity"  Epidemics and

health crisis"  Climate change"  Biodiversity loss"  Financial crash"  Security threats"

  Sustainable development"

age of problems" age of solutions "

SUSTAINABILITY"

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SUSTAINABILITY%COMMUNICATIONS%

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VISION OF A SUSTAINABLE FUTURE

DECOUPLING & BEHAVIOUR CHANGE

SCALE & STAFF SUSTAINABILITY

GREEN REVENUE

RADICAL ETHICS & ISSUE CAMPAIGNING

PRODUCT TRANSFORMATION

CHOICE EDITING

BY%BUSINESS%

ACCOUNTING FOR SUSTAINABILITY

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WWW.FUTERRA.CO.UK

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The%Purpose% Communica=ons$objec=ves$

The%Target% Knowing$your$audience$

The%Message% What$and$who$$

The%Tac@cs% How$to$get$your$message$across$

The%Results% Measure$and$learn$

Make a plan"

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audience"

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KNOW%YOUR%AUDIENCE%

Source:$Pat$Dade$

HUMAN%BEHAVIOUR%

Spock Rational Cost/Benefit decisions “ego”

Homer Emotional Instincts and habits “id”

Information/ Incentives" Action! Decision"

Habit"

Socia

l pro

of"

Priming"

Defaults"

Salience"

Action?

Status"

Habit"

Heuristics"

Messenger"

Incentives"

Salience"

Priming"

Infrastructure"

Action…

message"

use words that sell

don’t nag"

beware the bystander effect"

make clear direct requests

seeing is believing"

don’t create fear without agency"

balance language"

empathy and emotion are powerful tools"

don’t rely on human survival instincts"

don’t criticise home or family "

keep it personal"

stories work""

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BUILD%TRUST%

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tactics"

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change groups"

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not all messengers are equal"

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remind, remind, remind"

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label people"

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catch me when I’m open to change"

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make it a pleasure"

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direct marketing

packaging/loyalty coupons

exhibitions

word-of-mouth

internet events

competitions

sponsorships

local advertising

stunts viral

photography

radio

presentations/ speeches

roadshows

websites & portals

posters

advertorials

interviews

webcasting

launch events

features

case studies

local celebrity

endorsements

channels!

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keep on communicating"

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Solitaire$Townsend$TwiIer:$@GreenSolitaire$

Email:$soli@futerra.co.uk$

THANK%YOU%