communication today - an overview
DESCRIPTION
Welfare 30 - Communications Workshop Day 1TRANSCRIPT
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30th Anniversary - Communications
Communication today - An overview
Ramallah - Feb 10 - 2013Session #1by @rchakaki
Monday, February 25, 13
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“If I look at the masses, I will never act. If I look at one, I will.” - Mother Theresa
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Agenda
1. Simplicity in communication
2. Define branding & identity
3. Understand the branding Process
4. Define the WF 30th Brand attributes
5. Build consensus on brand messaging
6. Develop YOUTH milestone messaging
7. Define the WF 30th core value & strengths
8. Discuss & Agree on brand communication across all material and communication channels
9. Establish a clear message communication approach
10.Identify key stakeholders & define their characteristics
11.WF 30th key milestones - YOUTH
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Session format
• interactive - dialogue
• open & transparent
• productive - notes & outcome
• provide constructive criticism to improve the process
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will’s and won’t’s
• will
• focus on 30th anniversary
• introduce social media communication tools
• tweak processes to facilitate communication
• highlight areas of improvement to be adopted longterm
• measure outcome
• will not
• build or change the WF communication strategy
• change the WF brand
• stop current workflow
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simplicity in communication
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Designing for today’s Attention Span
9 secondsMonday, February 25, 13
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shorter - faster - more relevant
shorter attention
spans
Hyper-connectivity
Hyper-transparency
Fragmentation of demand and supply
Miniaturization of content,
products, and services
the micro cycle
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edit publishcapture engage
manual
social workervolunteerpartner
photographerjournalist
3rd party producer
3rd party producer social media managersocial media manager
membersvolunteers
newslettersfb campaigns
advertisingSEO
websitetraditional media
train on social content capture standardize format
first: listen
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automated
social workervolunteerpartner
photographerjournalist
3rd party producerlive bloggers & tweeters
social media managermembersvolunteers
publishcapture engage
newslettersfb campaigns
advertisingSEO
websitesocial media sites
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Content Dissemination & Outreach
30th WF App
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Monday, February 25, 13
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defining brand
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Brand - is a mixture of attributes, tangible and intangible, symbolized in a trademark, which, if managed properly, creates value and influence.
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brand equity
loyalty
quality
attributes (product function & features)
personality
image & manifestation
awareness
values (product function & features)
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what would the welfare be if it was a person?
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what would the welfare brand be if it was a family?
serious
fun
formal
down-to-earth
innovative
richcreative
simple
optimistic
peaceful
complicated
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30th brand attributes, values, personality
As a person As a family Outlook
rich old man democratic one welfare
young child centralized clear vision
well known celebrity loyal down to earth
philanthropist loving palestinian identity w beneficiaries integrated with a professional approach at work
snob monopolistic working from the heart
chaotic sky is the limit less/no bureaucracy
elite happy
doesn’t read much effective
action oriented cooperative
work for cause, ownership & loyalty
grassroots + hands-on
appreciates 1$ as much as 1m$
team input
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Welfare Association Brand Assessment
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stakeholders message & content
vision & objectives
strategy & budget
process
timelines
data analysis
channels
engagement feedback
your campaign building
blocks
theme & brand
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why develop the 30th Anniversary brand?
Key to a brand success is to establish differentiation, relevance, coherence and reputation for the 30th Anniversary among the internal and external stakeholder groups.
• The Branding Process
• Define requirements
• Develop the brand
• Adopt the brand
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Inputs to develop the 30th Anniversary Identity
• Welfare Association Brand Guidelines
• Stakeholder definition
• Communications Channels / Medium
• 30th Brand Vision & Messaging
* Brand development by third party / 30th Communications TeamMonday, February 25, 13
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• Identity, Attributes & Visual Style
• Logo
• Typeface & Fonts
• Language & tone
• Positioning
• Consistent presentation
• Internal adoption & representation of the way the organization operates and communicates
• Communications media - Print - Web - Video & Audio
A Visual Guideline Manual - to be developed by brand developer
The 30th Anniversary brand includes..
PromisePromiseLogoPromise
Logo
Symbols
Character
Associations
Personality
Imagery
Values Attitudes
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Brand AnalysisBrand Value
• Defining the core values associated with the 30th Anniversary Brand. These build an emotional connection with the stakeholders and influence how stakeholders interact with the 30th Anniversary .
• Suggested values for the 30th Anniversary :
• Credibility -
• Integrity -
• Effective -
• Relevance -
• Timely -
• Collaborative -
• Sustainable -
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Communications Material
• Web
• 30th Anniversary Brochure
• Invitations
• Videos
• Infographics
• Presentations
• Photography Booth & Wall
• Videography Booth & Display
• Social Media Branding
• Ushers’ clothing @ events
• Gifts & Giveaways
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recap
• brand values are..
• why is it important to have a coherent brand?
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messaging palestinian youth defy gravity - parkour gaza
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messaging for the shrinking attention span the macro of micro
• CRAFT a strong narrative and have it reverberate across social news streams.*
• SHRINK
• format
• time
• distribution
• authority
• ENGAGE
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your message - content basics
• personality!
• visual
• authenticity - in your writing
• relevance - to your audience
• consistency - in delivery
• collaborative - mentions
• simplicity - in layout
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Organization Messaging
• WA as a leading organization committed to Palestinian development
• WA as a source of reliable information on Palestinian development
• What people get as members
• The concept of giving and social responsibility among Palestinians and their supporters
• The role of all staff and members in enhancing communications
• The importance of good knowledge management and knowledge sharing
• The role of communications in enhancing good governance, accountability and transparency
WA 30th CTA
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Campaign Messaging
• 30 years strong
• Spent the past 30 years building - we’re spending this year communicating
• We have stories of a rich culture and a people who survived and thrived against all odds
• We shoulder the responsibility to convey the depth of the Palestinian Human Experience
• We want to give a global voice to the thousands of people who’ve touched our lives
• We want to shine a spotlight on our partners in the field who do the difficult work diligently and in silence
• We want to connect Palestinians and lovers of Palestine in Japan, Australia, Brazil and Norway with those in our land through their beautiful tales.
• We want to engage a global audience in rebuilding Palestine through our programs
WA 30th CTA
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Campaign Messaging
• Characteristics
• Targeted Calls to Action
• Tailored per stakeholder group
• Share our stories & Data
• Shorter, faster, quicker
• Fund Mustaqbali, XYZ
• Join the Welfare Friends
• NEED MORE SPECIFIC MESSAGES - DEPENDS ON CALLS TO ACTION AROUND PROGRAMS.
WA 30th CTA
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30th accomplishments
• # of houses rebuilt
• # of small enterprise supported
• # of people assisted 4 all 2 knowpost it on the wall
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a vision, a plan & measuring tools
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#welfare30
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stakeholders
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who are we addressing?
partners
The Welfare Association
Donors
Individuals
Int’l NGOs
Corporates
Int’l Gov
Beneficiaries
Youth
Health Institutions
Jerusalem Architects
Jerusalem Home
Owners
??
????
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segment your target
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Stakeholders
• agree on classification
• agree on priority
• agree on role
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stakeholder analysis
• owner - program manager
• reference - WA-Planning.numbers / WA-Planning.xls
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youth communication milestones
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communication milestones - YES
Time target OwnerMessaging
WebsiteFB
TwitterContent
InfographicsVideo
Presentation
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youth communication milestones
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Agenda Review
1. Simplicity in communication
2. Define branding & identity
3. Understand the branding Process
4. Define the WF 30th Brand attributes
5. Build consensus on brand messaging
6. Develop YOUTH milestone messaging
7. Define the WF 30th core value & strengths
8. Discuss & Agree on brand communication across all material and communication channels
9. Establish a clear message communication approach
10.Identify key stakeholders & define their characteristics
11.WF 30th key milestones - YOUTH
Monday, February 25, 13