Communication today - An overview
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The document discusses developing a brand for the 30th anniversary of the Welfare Association. It outlines an agenda to define brand attributes, understand the branding process, build consensus on messaging, and discuss communication across channels. The session aims to be interactive, transparent, productive, and provide constructive criticism. The branding process will define requirements, develop the brand identity including visual style, language and positioning, and adopt the brand internally. Inputs include brand guidelines, stakeholders, communication channels, and the brand vision and messaging.
Communication today - An overview
- 1. 30th Anniversary - Communications Communication today - An overview Ramallah - Feb 10 - 2013 Session #1 by @rchakaki Monday, February 25, 13
- 2. “If I look at the masses, I will never act. If I look at one, I will.” - Mother Theresa Monday, February 25, 13
- 3. 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 Monday, February 25, 13
- 4. Session format • interactive - dialogue • open & transparent • productive - notes & outcome • provide constructive criticism to improve the process Monday, February 25, 13
- 5. 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 Monday, February 25, 13
- 6. simplicity in communication Monday, February 25, 13
- 7. Designing for today’s Attention Span 9 seconds Monday, February 25, 13
- 8. shorter - faster - more relevant Hyper- connectivity shorter Hyper- attention transparency spans the micro cycle Miniaturization of content, Fragmentation products, and of demand services and supply Monday, February 25, 13
- 9. manual first: listen capture edit publish engage social worker volunteer partner social media manager photographer 3rd party producer social media manager members journalist volunteers 3rd party producer newsletters train on social website fb campaigns standardize format content capture traditional media advertising SEO Monday, February 25, 13
- 10. automated capture publish engage social worker social media manager volunteer website members partner social media sites volunteers photographer journalist 3rd party producer newsletters live bloggers & tweeters fb campaigns advertising SEO Monday, February 25, 13
- 11. Content Dissemination & Outreach 30th WF App Monday, February 25, 13
- 12. Monday, February 25, 13
- 13. Monday, February 25, 13
- 14. defining brand Monday, February 25, 13
- 15. Brand - is a mixture of attributes, tangible and intangible, symbolized in a trademark, which, if managed properly, creates value and influence. Monday, February 25, 13
- 16. attributes values loyalty (product function & features) (product function & features) personality quality brand equity image & manifestation awareness Monday, February 25, 13
- 17. what would the welfare be if it was a person? Monday, February 25, 13
- 18. what would the welfare brand be if it was a family? serious creative rich formal optimistic complicated down-to-earth fun simple innovative peaceful Monday, February 25, 13
- 19. team input 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 palestinian identity w beneficiaries integrated with a philanthropist loving 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$ Monday, February 25, 13
- 20. Welfare Association Brand Assessment Monday, February 25, 13
- 21. process engagement feedback data analysis message & theme & stakeholders channels content brand your campaign strategy & budget building vision & objectives timelines blocks Monday, February 25, 13
- 22. 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 Monday, February 25, 13
- 23. 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 Team Monday, February 25, 13
- 24. The 30th Anniversary brand includes.. • Identity, Attributes & Visual Style • Logo Imagery • Typeface & Fonts Personality Logo • Language & tone Values Promise Logo Attitudes • Positioning Symbols • Consistent presentation Associations Character • 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 Monday, February 25, 13
- 25. Monday, February 25, 13
- 26. Brand Analysis Brand 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 - Monday, February 25, 13
- 27. Communications Material • Web • Videography Booth & Display • 30th Anniversary Brochure • Social Media Branding • Invitations • Ushers’ clothing @ events • Videos • Gifts & Giveaways • Infographics • Presentations • Photography Booth & Wall Monday, February 25, 13
- 28. recap • brand values are.. • why is it important to have a coherent brand? Monday, February 25, 13
- 29. messaging palestinian youth defy gravity - parkour gaza Monday, February 25, 13
- 30. 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 Monday, February 25, 13
- 31. your message - content basics • personality! • visual • authenticity - in your writing • relevance - to your audience • consistency - in delivery • collaborative - mentions • simplicity - in layout Monday, February 25, 13
- 32. Organization Messaging WA 30th CTA • 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 Monday, February 25, 13
- 33. Campaign Messaging WA 30th CTA • 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 Monday, February 25, 13
- 34. Campaign Messaging WA 30th CTA • 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. Monday, February 25, 13
- 35. 30th accomplishments • # of houses rebuilt • # of small enterprise supported • # of people assisted 4 all 2 know post it on the wall Monday, February 25, 13
- 36. Monday, February 25, 13
- 37. a vision, a plan & measuring tools Monday, February 25, 13
- 40. who are we addressing? Individuals Int’l NGOs ?? ?? ?? Corporates Youth partners Int’l Gov Donors Health Institutions Beneficiaries Jerusalem The Welfare Architects Association Jerusalem Home Owners Monday, February 25, 13
- 41. segment your target Monday, February 25, 13
- 42. Stakeholders • agree on classification • agree on priority • agree on role Monday, February 25, 13
- 43. stakeholder analysis • owner - program manager • reference - WA-Planning.numbers / WA-Planning.xls Monday, February 25, 13
- 44. youth communication milestones Monday, February 25, 13
- 45. communication milestones - YES Time target Owner Messaging Website FB Twitter Content Infographics Video Presentation Monday, February 25, 13
- 46. youth communication milestones Monday, February 25, 13
- 47. 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