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- 1. Northeast Kingdom Learning Services Communication Strategies – Development & Deployment
- 2. Meeting Agenda I. Inroductions 5 Min II. Review Objectives & Success Factors 10 Min III. Communications/Branding/Marketing 30 Min IV. Audience Identification With Report Out 45 Min V. Information Capture 20 Min VI. Break 10 Min VII. Tool Inventory 15 Min VIII. Internal Communications 20 Min IX. SWOT With Report Out 45 Min X. Questions/Comments/Next Steps 10 Min XI. Adjourn
- 3. Project Objectives Objective – Partner with the NEKLS team to develop a communications strategy to serve as a guide for the team with regard to future communications. This document will be developed based on team insights and assist the organization in obtaining desired objectives regarding communication approach and impact. Objective – Identify communication deployment tactics based on team insights.
- 4. Critical Factors for Success The NEKLS team embraces the value of communication and engages in the development and deployment of marketing campaigns and communications strategies that fuel the NEKLS brand and help the organization to obtain objectives. The NEKLS team develops an enthusiastic hunger to always examine and modify processes, skills and approach. Universal buy-in – process must be exciting and engaging and non-threatening. Understand that this as an investment in the team in an effort to support each persons role in guiding the organization toward objectives. Follow through and follow up.
- 5. Meeting Considerations Contribute to the conversation Recognize that this is about NEKLS tools – the conversation is not personal Be positive – do not get stuck in the negative Be forward thinking – explore the possibilities Try to view this from a organizational and community perspective Be respectful even if someone has a different point of view Recognize that the objective is to make your organization stronger and your job easier and more dynamic
- 6. What is a Brand? BMW Volkswagen Beetle Nike McDonalds Starbucks
- 7. What is a Brand? The totality of thoughts, feelings, and expectations that form a distinctive and compelling promise and allows people to more easily choose one product or service over another.
- 8. What is a Marketing? The activity, set of institutions and process for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.
- 9. What is a Marketing?
- 10. Branding vs. Marketing Branding is long-term and strategic. Branding impacts are realized in a long-term capacity. Marketing is strategic and shorter-term. Marketing efforts should deliver short-term results.
- 11. Branding vs. Marketing Marketing is always tactical – you plan, develop and deploy marketing material. Brands involve reputation and can happen “accidentally” if a reputation is not managed. Brand equity is accumulated over time.
- 12. Branding vs. Marketing Marketing is almost always measured by the business or organization engaged in the process. An organizations brand image often goes unrecognized, unappreciated and unmanaged. It is rarely measured and hardly ever appears as a responsibility on a job description.
- 13. Branding vs. Marketing Marketing is generally deployed by a select group or individual staff. An organizational brand generally involves the board of directors, executive director, management and staff (Many more then would be the case with marketing.)
- 14. When to Examine Your Brand Communications • When a reputation and identity has been unmanaged for a period of time. • If/when a organization in not leading with its most distinctive and competitive strengths. • If there is a need to overcome a dated or inaccurate image.
- 15. When to Examine Your Brand Communications • The messages from the organization and its representatives lack focus, consistency or market relevance. • Resources are being applied in an inefficient or uncoordinated manner. • You are not realizing the full potential impacts of marketing and promotions.
- 16. Making the Connection External communication is the most critical marketing tactic to develop and fuel a brand The brand determines: • How you are perceived • What category of people engage with you • Why they engage with you • How they engage with you
- 17. Making the Connection With regard to communications that support your brand the motto is always: Plan Develop Deploy Evaluate Refine Repeat
- 18. Things to Consider • What is the identity for the organization and are people responding the way we would like? • Is NEKLS fostering an accurate and positive image? • Is NEKLS providing a unifying and strategically focused collection of communications = following a framework to guide how the organization presents itself? • Is NEKLS seeing improved results from communication, investment and recruitment – what is the current return on investment? • Are you fully leveraging communication to meet objectives and fulfill your purpose?
- 19. Audience Analysis – Things to Consider What motivates you? Most people want content personalized the them and their needs and it has to be to break through the overload of communications. According to a recent survey: • Consumers estimate that content is, on average, 50% too long. • Less than half of digital content is found useful or relevant to the consumer. • 22% of the buying or selection process is wasted with ineffective content. • Businesses/organizations who make these mistakes are 40% less likely to get a commitment. Digital Communication is important because: • It represents over 50% of what contributes to a commitment • When done right, adds to a business or organizations chances of getting a commitment by up to 25%
- 20. Your Perspective Internal communication is a subset of effective business communication, which is built around this simple foundation: communication is a dialogue, not a monologue. In fact, communication is a dual listening process.
- 21. Audience Analysis Who is the NEKLS Audience? Create a list of the different audiences that NEKLS would like to reach.
- 22. Audience Analysis For each audience segment identify the following: What NEKLS related goals might this audience have? What challenges might they face in obtaining their goals? How does this audience currently perceive NEKLS? What can NEKLS do and/or provide that would help them with their goals and challenges.
- 23. Information Capture What information does NEKLS currently capture from audience areas? How is that information employed? What information would be helpful that is not currently available?
- 24. BREAK
- 25. Communication Tool Inventory What communication tools does NEKLS currenlty employ? What (if any) response has there been to current tools? What communications tools might be helpful that are not currently employed?
- 26. Internal Communications What activities and tactics are traditionally used for internal communication? • One-on-one meetings • Staff/team meetings • Emails • Voice mails • Video broadcasts • Intranets • Staff-to-staff newsletters • Corporate newsletters • Annual Reports • Quarterly Reports What do you feel would be effective?
- 27. SWOT Analysis In your group take a moment to identify the following: Strengths - What do we do best? How do we want our target audiences to view us? What distinguishes us from others? What do we have going for us? Weaknesses - In what ways do we have trouble clearly explaining to people outside our field what we do? In what ways to we struggle to get things done? What skills do we need? Opportunities - Can we identify new or expand current markets for our services? What is the current economic landscape of our community? What do we control that we could change to improve impact? Threats - Are there external factors that would prohibit our organization from moving forward? Are their misperceptions?
- 29. Gloria Bruce Training Development & Deployment Hospitality & Communications 802-895-2647