communicating the essence and uniqueness of your organisation
DESCRIPTION
Max du Bois, Spencer du Bois www.charitycomms.org.uk/eventTRANSCRIPT
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Communicating the essence and uniqueness of your organisation
Max du Bois2 December 2010
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162,000
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Think of a charity that stands out?
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Think of a charity that stands out?Was it yours?
Unique space?Unique approach?Way they communicated?Size of their communications budget?
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Defining what’s unique about you?
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Describe your organisation in one sentence
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Describe your organisation in one sentenceAre there other charities that could use the same description?
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If your charity didn’t exist, how would that effect the world?
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After a bad day, why do you come back?
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Telling us very little
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Brand; describing our organisation
Brand is a way of building and using an
organisation’s reputation in a distinctive
and relevant way to manipulate its target
audiences to act in ways that will help
achieve corporate objectives
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Defining a brand:
What do we do?
Scope: What area of business are we in?
Status: What status do we want to achieve?
Why do we do it?
Ambition: What is our heart-felt ambition?
Ethos: What are the principles behind our actions?
How do we do it?
Style: How do we go about our business?
Response: What impression do we want to create?
Focus: What is our basis for making decisions?
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Example: Merlin
Response: The impression
we want to create
We do what it takes and
we stay for as long
at it takes
Focus
Confidential
Style: How do
we go about our
business
Vitalising to fill with life or energy
Incisive clear, to the point, effective, fast
Undaunted not discouraged or put off
Hands on working directly with, extremely
practical
Ambition: What’s our
heart felt ambition
Investing in
healthcare that gives
the most vulnerable
people healthy lives
Ethos: What are the principles
behind our actions
We work around the world to help people build
their own lasting and effective healthcare
Scope:
What area of
business are we in
Saving lives by delivering
emergency medical aid
and reviving health services in
the toughest places
Medical experts
on the
frontlineStatus
Medical relief to lasting healthcare
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Focusing on our audiences
Who are our key audiences?
No, who are our key audiences?
What can they do to help us achieve our goals?
What do they think about us?
What do we want them to think about us?
What are the barriers to this?
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WHAT’s going on in the world
• Headline
• Supporting points
From a general perspective or that of
each specific target audience.
What is happening in the world that
makes our presence and our work
valuable to them.
Facts, observations.
WHY do we think this is important
• Headline
• Supporting points
The internal perspective, thinking about
what drives us, the principles that
underpin our approach and our actions.
Beliefs, opinions.
HOW will we help
• Headline
• Supporting points
The way in which we go about our
work – our approach and style
rather than our specific activities.
Signals of proof.
RESPONSE we want
• Headline
• Supporting points
How we want people to respond in
attitude and actions.
Think
Feel
Do
Key message grid: Audience focus
PURPOSE
A brief statement of what we are
aiming to achieve
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Why do we feel that this is important?
We are passionate about tackling hearing loss and
dedicated to improving the lives of people with
hearing loss• Too many people are being personally isolated through hearing loss,
by their own inaction, the people around them them and by society
• We live in a hearing world where people with hearing loss are
disadvantaged and discriminated against
• People aren’t accessing and getting access to the information,
solutions and services that would improve their lives
• This appalling problem will get worse unless we act now
How are we solving these problems?
We support people with hearing loss and make
hearing matter• We are the authority on hearing loss
• We are the largest provider of information, advice, services,
support and products
• We challenge attitudes to hearing loss at a general, personal,
social and governmental level
• We directly fund medical research and increase the demand and
the capacity in this area
• We work in partnership with other organisations to make hearing
matter and improve the lives of people with hearing loss
How do we want people to respond?
We want people to realise the value of their
hearing and that they can stop hearing loss
ruining their and other’s lives• Hearing connects people to the world and hearing loss
isolates them
• It’s a tragedy that this huge and solvable problems is being
ignored
• We want people to protect their hearing and seek help on
hearing loss
• We want people to actively support RNID in curing
deafness, removing the effects of hearing loss and making
hearing matter
Subject: Who and what is RNID
What is going on in the world that makes what we do important?
Hearing loss is needlessly ruining people’s lives• By not valuing their hearing, people of all ages are needlessly ruining
their lives
• Many people are suffering because they are too embarrassed to seek
help or unaware of what help is available
• People are being denied basic solutions to hearing loss
• People with hearing loss are treated as 2nd class citizens
• This is hidden crisis across the UK: 9m DHOH, 4m are losing hearing
and not taking action, 2m who have taken action are not getting what
they need
• Hearing loss is not a public health funding priority and there are no
Government health messages
• The problem is getting worse with an aging population, many of
whom will lose their hearing as they get older
RNID stops hearing loss from ruining people’s lives
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Expressing the brand
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Aligning your communications
DREAM
Drop
Retain
Evolve
Add
Manage
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Rethink: Voice of severe mental illness
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Rethink: Voice of severe mental illness
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Thank you