Communication Strategy and Tools Communication Design Goals Target

  • Slides: 26
Download presentation
Communication Strategy and Tools

Communication Strategy and Tools

Communication Design Goals Target Audience Key Messages User Scenarios

Communication Design Goals Target Audience Key Messages User Scenarios

Communication Design • What are you trying to change? • Who do you need

Communication Design • What are you trying to change? • Who do you need to reach to change it? • What do you need to say to get them to act (or not act)? • When do you need to say it to get them to act (or not act)?

Goals Short Term Medium Term Long Term • Learning • Awareness • Knowledge •

Goals Short Term Medium Term Long Term • Learning • Awareness • Knowledge • Attitudes • Skills • Actions • Behavior • Practice • Policies • Social Action • Conditions • Social • Economic • Civic • Environmental

Communication Design • What are you trying to change? • Who do you need

Communication Design • What are you trying to change? • Who do you need to reach to change it? • What do you need to say to get them to act (or not act)? • When do you need to say it to get them to act (or not act)?

Understanding Audience Target Audience • Basic Principle of Communication • Develop messages most likely

Understanding Audience Target Audience • Basic Principle of Communication • Develop messages most likely to resonate with them • Find how and where to reach them more frequently

Understanding Audience Demographics Gender Race Age Employment status Income Psychographics Interests Personality Values Attitudes

Understanding Audience Demographics Gender Race Age Employment status Income Psychographics Interests Personality Values Attitudes Lifestyle

Communication Design • What are you trying to change? • Who do you need

Communication Design • What are you trying to change? • Who do you need to reach to change it? • What do you need to say to get them to act (or not act)? • When do you need to say it to get them to act (or not act)?

Creating Key Messages What do you want people to do? How do you want

Creating Key Messages What do you want people to do? How do you want them to do it? Photo by William Neuheisel, www. flickr. com/photos/wneuheisel/

Creating Key Messages • Focus less on what you want people to know and

Creating Key Messages • Focus less on what you want people to know and more on what you want them to do • Shrink the change – don’t give too many options • Provide a roadmap – what to do and how to do it

Why Are Restroom Handwashing Signs By the Sinks? http: //www. flickr. com/photos/akeg/

Why Are Restroom Handwashing Signs By the Sinks? http: //www. flickr. com/photos/akeg/

Communication Design • What are you trying to change? • Who do you need

Communication Design • What are you trying to change? • Who do you need to reach to change it? • What do you need to say to get them to act (or not act)? • When do you need to say it to get them to act (or not act)?

Situation • What is the situation or environment the audience members are in? •

Situation • What is the situation or environment the audience members are in? • Why will reaching them with your key messages lead to the change you are trying to affect?

User Scenarios • Combine user demographics and psychographics with specific detailed situations where learning

User Scenarios • Combine user demographics and psychographics with specific detailed situations where learning and behavior change might occur. • Affect user behavior by communicating – the right message – in the right context – at the right time

Communication Design • What are you trying to change? • Who do you need

Communication Design • What are you trying to change? • Who do you need to reach to change it? • What do you need to say to get them to act (or not act)? • When do you need to say it to get them to act (or not act)?

Mass Media • Know little about the audience • Stick to key messages •

Mass Media • Know little about the audience • Stick to key messages • Best suited to awareness

Web • • May assume audience is seeking info More opportunity for depth Don’t

Web • • May assume audience is seeking info More opportunity for depth Don’t lose key messages Think mobile

Email/SMS Marketing • Can be more targeted • Audience has self selected • Able

Email/SMS Marketing • Can be more targeted • Audience has self selected • Able to build and reinforce messages over time • Mailchimp • Remind

Social Media • Audience can be engaged • Well suited to storytelling • Building

Social Media • Audience can be engaged • Well suited to storytelling • Building relationships

Social Capital

Social Capital

Social Capital Deposits

Social Capital Deposits

Social Capital Withdrawals

Social Capital Withdrawals

Keeping a Positive Balance

Keeping a Positive Balance

Think strategically. Act with intent. • Define goals, target audience, key messages and user

Think strategically. Act with intent. • Define goals, target audience, key messages and user scenarios • Use checklists, content calendars and other planning tools

Photo Credits • Slide 16: “#161/366” by Robert Mc. Goldrick, https: //www. flickr. com/photos/bobsfever/

Photo Credits • Slide 16: “#161/366” by Robert Mc. Goldrick, https: //www. flickr. com/photos/bobsfever/ • Slide 18: “#123/366” by Robert Mc. Goldrick, https: //www. flickr. com/photos/bobsfever/ • Slide 19: “Drum Party” by the great 8, https: //www. flickr. com/photos/great 8/ • Slide 20: “Uncorrected Proof – Not For Sale” by Tara Hunt, https: //www. flickr. com/photos/missrogue/ • Slide 21: “int 1 a” by cimddwc, https: //www. flickr. com/photos/cimddwc/ • Slide 22: “Piggy Bank” by Pascal, https: //www. flickr. com/photos/pasukaru 76/ • Slide 23: “Charles Darwin, Meet Charles Darwin” by Alan, https: //www. flickr. com/photos/kaptainkobold/

Questions? More Information • NDSU Ag Communication – ndsu. ag/agcomm • Web Services www.

Questions? More Information • NDSU Ag Communication – ndsu. ag/agcomm • Web Services www. facebook. com/NDSUAg. Comm. Web. Services • Bob Bertsch – – twitter. com/ndbob – facebook. com/bobbertsch – gplus. to/ndbob – linkedin. com/in/bobbertsch – pinterest. com/ndbob http: //ndsu. ag/agcomm “Communication Strategy”

Scrum and Target Process Scrum Target Process TargetScrum and Target Process Scrum Target Process Target
International Strategy Multidomestic Strategy Global Strategy Transnational StrategyInternational Strategy Multidomestic Strategy Global Strategy Transnational Strategy
Content Strategy Content Strategy Content Strategy Content StrategyContent Strategy Content Strategy Content Strategy Content Strategy
Ys strategy Strategy 1 Strategy 2 Strategy 1Ys strategy Strategy 1 Strategy 2 Strategy 1
Strategy Strategy Phases Strategy Plan l Strategy DocumentStrategy Strategy Phases Strategy Plan l Strategy Document
Target Commissioning Target installed in ISIS Demonstrator targetTarget Commissioning Target installed in ISIS Demonstrator target
TARGET ENUMERATION target discovery PASSIVE TARGET ENUMERATION NetdiscoverTARGET ENUMERATION target discovery PASSIVE TARGET ENUMERATION Netdiscover
Target Goals and Threat Goals The first stepTarget Goals and Threat Goals The first step
Programming Tools Contents Introduction Design Tools SourceCode ToolsProgramming Tools Contents Introduction Design Tools SourceCode Tools
Communication Strategy Chapter Two Communication and Strategy JCommunication Strategy Chapter Two Communication and Strategy J
Goals and Objectives Goals Objectives Indicators Goals ObjectivesGoals and Objectives Goals Objectives Indicators Goals Objectives
LAN Design Goals Frequent goals of network designLAN Design Goals Frequent goals of network design
Communication strategy Communicator strategy objective style credibility CommunicationCommunication strategy Communicator strategy objective style credibility Communication
Communication Strategy Communication Strategy Purpose The purpose ofCommunication Strategy Communication Strategy Purpose The purpose of
Setting goals Setting goals Financial goals are allSetting goals Setting goals Financial goals are all
Chapter 4 Setting Goals What are Goals GoalsChapter 4 Setting Goals What are Goals Goals
Organisational System Goals Objectives Goals Goals in ITOrganisational System Goals Objectives Goals Goals in IT
Achieving Goals Achieving Goals u Establish Goals AchievingAchieving Goals Achieving Goals u Establish Goals Achieving
Goals Dreams Goals vs Dreams Goals are specificGoals Dreams Goals vs Dreams Goals are specific
Online Tools 1 55 A moving target ToolsOnline Tools 1 55 A moving target Tools
Canvas Design Tools Training What is Design ToolsCanvas Design Tools Training What is Design Tools
Designing Design Tools Designing Design Tools What isDesigning Design Tools Designing Design Tools What is
Design Tools Canvas Session Agenda Design Tools OverviewDesign Tools Canvas Session Agenda Design Tools Overview
ISIS Second Target Station Project Summary Target designISIS Second Target Station Project Summary Target design