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University of Florida Department of Agricultural Education and Communication Tracy Irani Getting the Most out of Your Message: How to Communicate Effectively with Decision-makers

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Communicating Effectively with Decision-makers Why do we need to communicate effectively with decision-makers? Who are they? What do they want to know/like to hear from us? The right messagecrisp, clear, and consistent Frequency/repetition of message Extension as a brand with identifiable attributes

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Opinion Leadership Two step flowcommunicating with publics and with those who can exert influence on publics Branding through media reaches information seeking opinion leaders, who then influence receivers

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Campaign Planning/Tactical Marketing Campaign Strategic, structured plan Based on analyzing the situation Brand Product, good, or service Identifiable, consistent image Message Main idea Key information Publics Various audiences that must be reached Internal and external clientele

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Campaign Planning Brand Image The way Extension is perceived by your clientele and stakeholders; based on beliefs, values and experiences Brand Loyalty Consistent users of your services, not easily swayed by other options-the extent to which you have this is an asset called brand equity

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Audience Analysis Understand who could receive the message Define the target audience Determine the best methods of reaching the audience Demographics Age, gender, race, marital status, income, education, occupation, and geography Psychographics Attitudes Values Lifestyles

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Audience Analysis Usage Patterns Most used media channels Tendency to be interested in a particular subject Prior Knowledge People have experience with the message Knowledge can make people either more or less likely to be interested Finding the Right Target and Reaching It Know the message Determine who needs the message Determine the most effective methods of communication

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Integrated Marketing Process of coordinating promotional tools to build and maintain brand awareness, identity and preference. Uses consistent message themes and marks, via multiple channels to reach a targeted and segmented audience Based on strategies derived from identifying audience characteristics and leveraging SWOT analysis

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Integrated Marketing Components Advertising Paid Delivered through mass media Attempts to persuade Public Relations Objectives Promote goodwill Promote a product or service Enhance internal communications Counteract negative publicity Lobby Give advice and counsel PR Methods Press release Feature story Media alerts/tip sheets Company newsletter Interview and press conference Sponsored event Publicity Media exclusive Cause related

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Integrated Marketing Media Relations Establish ongoing relationships with local media-understand media packaging for gatekeepers, AP style On a regular basis, provide informational materials to reporters Become a reputable and dependable expert source Get to know the reporters in your geographic region, and know their beat assignments of reporters Whats Newsworthy Timely Unique Local impact

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SWOT Analysis Internal Strengths Advantages (Good reputation, cost advantage, access to high- quality resources, etc.) What the organization does well Weaknesses What could be improved (Poor reputation, high cost, etc.) What should be avoided

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SWOT Analysis External Opportunities Good chances (Unfulfilled customer need, new market, etc.) Changes in technology or policy (loosening regulations, removed trade barriers, etc.) Changes in society (Shifts in consumer trends toward the organizations products or services) Threats Obstacles Competition (Emergence of substitute products) Changes in technology or policy (New development makes the organizations processes obsolete, new regulations, etc.) Changes in society (Shifts in consumer trends away from the organizations products or services)

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Creative Strategy Who, What, and Why Product Oriented Generic claim Product features Unique selling proposition Consumer Oriented Brand image Lifestyle Attitude Values

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Unique Selling Proposition (USP) Product differentiation- Approach the correct target audience Make audience see program as different or better Extension offers state residents the only comprehensive, one-stop source of practical education on hundreds of relevant topics. Programs are research-based, regionally customized and geared to meet a participants specific needs through the unbiased assistance of dedicated specialists. Whats unique about your program?

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Creative Strategy Graphic Design Eyes want to read from top to bottom and left to right Important items should be placed in the areas people naturally scan Sizes and proportions should be varied to prevent the ad from becoming boring White Space Can be used to separate elements that do not belong together Elements surrounded by white space indicate importance

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Other Considerations Partnerships Local media Companies Organizations with similar interests Media Location Flyers at grocery stores, community bulletin boards, libraries, schools, or locations the target audience frequents Community calendars in newspapers, on television, on radio, and on the Internet Word of mouth to opinion leaders News Outlets Explain your need personally; personal pitch, pitch letters Send information about your event to a newspaper or television or radio stations public relations person, public affairs director, or promotions director by name-- compile media directory Include boiler plate section with contact info in same place in every media release by every county faculty member.

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Other Considerations Website Effective and inexpensive Post important information and upcoming events Can be incorporated into the other marketing methods - refer people to the website Must be relevant, fresh, always changing to attract and keep users coming to site

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Evaluation Criteria Getting it (Do consumers understand?) Knowledge (Can consumers recognize and recall?) Attitude change (Where does the brand stand?) Behavior (Will people buy the product or service?) Methods Survey Attendance or participation Frequency of inquiry Results Performance review Gauging success Changing strategies Different approach

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Guerilla Marketing Unconventional marketing intended to get maximum results from minimal resources. Guerilla marketing involves being original, breaking the rules, and looking for alternatives to traditional marketing methods. More about matching wits than matching budgets Low cost Innovative Less clutter Less reach

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Principles Presence find ways to make yourself known at all times chat rooms, forums, discussion boards, e-mail, radio, magazines, blogs, Yellow Pages Activity be aware of opportunities to make your product known at all times and act on them Energy continually marketing 360 degree marketing Networks always looking to make contacts and develop networks importance of relationships Smart dont offend clientele or turn them off

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Guerilla Marketing: 10 Commandments I. Know your market. Know who you want to reach, how they think, and where they go-- segmentation. II. Keep your name in front of your regular clientelebut understand they are already ag- aware. III. Work with the press. IV. Educate the marketwhats the key message you need to convey? V. Put e-marketing/e-newsletters to work for you. VI. Do the Web right. VII. Get a prime spot on the Web's search engines. VIII. Radio and Web go together better than print and web-frequency versus reach.. IX. Talk up your web site when you give talks and presentations at association meetings and conferences. X. Think about whats in it for your audience-why should they care?

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Viral Marketing Marketing phenomenon that facilitates and encourages people to pass along a marketing message via weblogs, cell phones, email, Wikis. Hotmail

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Viral Marketing Creates a relationship with the audience To form or change an attitude, information relevance and motivation to process are key Give away products or servicesviral newsrooms, virtual reprints Provides for effortless transfer to othersspreads the messages like a virus-email alerts, business cards Exploits common motivations and behaviors Curiosity Free Need to belong Cool Warm and fuzzies Information seeking

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Developing a plan seven critical elements Whats the benefit to your audience Your positioning or key takeaway messagewhat do you want to influence in terms of attitude formation or change Your target marketwho are you targeting and why Your budgethow much can you spend and what are most cost effective, yet efficient ways to spend resources Tactics Guerilla marketing and PR techniques Viral and Internet marketing Month by month implementation schedule because you need both reach and frequency

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Activity Work in groups of four-five to develop a detailed plan-not a single activity Brainstorm the key message takeaway or catchphrase you want to convey Benefit Key message positioning Target audience(s) Budget Tactics Implementation schedule

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Sharing what worksbuilding the network Wetpaintquick and dirty Wiki groups Use to share ideas and programs Ag awareness blogdevelop a topic calendar, share moderating chores, get on blogrolls, get linked E-newsletter Viral newsroom

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Questions? Thank You!