Post on 28-May-2015
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Connecting Great Ideas and Great People
www.asaecenter.org
Creating Clear and Compelling Messages:
Communications Planning Pays
Sunday, August 16, 2009 3:15 pm – 4:30 pm
Karen Hochberg
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“Just because my advice is free it
doesn’t mean it is worthless or
worth less.”Mother of a teenage daughter.
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Failure to plan is planning to fail.
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We have nothing to fear from free. . .
if we focus on the value of our time.
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http://www.justenoughplanning.org
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http://www.smartchart.org
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http://activationpoint.org
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http://theworldcafe.com
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http://www.iap2.org
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http://www.ideo.com
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http://www.frameworksinstitute.org
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http://www.spinproject.org
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http://www.comnetwork.org/
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http:// www.innonet.org
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http://www.aecf.org
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http://www.grantcraft.org
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http:// www.comnetwork.org/
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http://www.changethis.com
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http://www.tedtalks.com
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http://www.causecommunications.com
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http://www.agoodmanonline.com
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http://www.articulate.com/rapid-elearning/
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http://www.nten.org
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“Free. It’s a very good thing”Same mother of a teenage daughter
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Contact Information
Karen HochbergDirector Marketing & PROncology Nursing Societykhochberg@ons.org or khochberg@mac.com412-859-6236
SEE YOU NEXT YEAR!Annual Meeting & Expo
August 21 - 24, 2010Los Angeles, CA
www.asaecenter.orgConnecting Great Ideas and Great People
www.asaecenter.org
Creating Clear and Compelling Messages:
Ready, Aim, Fire!Target Your Audiences Effectively
Sunday, August 16, 2009 3:15 pm – 4:30 pm
Brad MonterioVice Chair, Communication Section Council
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Dwight D. Eisenhower
“It is far more important to be able to hit the target than it is to haggle over who makes a weapon or who pulls a trigger.”
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Goals/Objectives Deliverables Timeline
Define markets Who wants to
hear about this?
Define audiences
Segment as finely as possible
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DIFFERENTIATE DECISION MAKERS & INFLUENCERS
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MAP AUDIENCES
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INFORMATION SOURCES?
“It is far more important to be able to hit the target than it is to haggle over who makes a weapon or who pulls a trigger.”
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To effectively communicate, we must realize
that we are all different in the way we perceive the world and use this understanding as a guide to our communication with others.
-Anthony Robins, life coach
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DEVELOP MESSAGES – MAP TO AUDIENCES
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PUT IT ALL TOGETHER – CREATE VALUE
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Pick your weaponPull the trigger
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KEY TAKE AWAYS
TARGET so you can MAP
MAP so you can CONNECT
CONNECT so you can
COMPEL
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Contact Information
Brad MonterioManaging DirectorColcomgroup and CMH Partners LLCbmonterio@colcomgroup.com +1 646 256 5296
SEE YOU NEXT YEAR!Annual Meeting & Expo
August 21 - 24, 2010Los Angeles, CA
www.asaecenter.orgConnecting Great Ideas and Great People
www.asaecenter.org
Creating Clear and Compelling Messages:
Measure for MeasureMetrics and Evaluating Communications
Sunday, August 16, 2009 3:15 pm – 4:30 pm
Cecilia SeppChair, Communication Section Council
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“Though this be madness, yet there is method in't.”Hamlet(Act II, Scene II)
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WHY MEASURE? METRICS demonstrate
success – and failure EVALUATE effectiveness DEFINE criteria supporting
stated objectives
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ONE Global Audience
INFINITE target markets
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COMMUNICATION ROI
Can it be measured?
HOW?
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ROI METRICS Web Hits Click throughs Viral Forwarding Emails and Calls Generated Qualitative and Quantitative
Research Collect Audience Feedback
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KEY TAKE AWAYS
MEASUREMENT is ESSENTIAL
COLLECT audience FEEDBACK
GOALS need
METRICS
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Contact Information
Cecilia SeppConsultant & WriterCS Association Servicescsassociationservices@ceciliasepp.net301 346-9656
SEE YOU NEXT YEAR!Annual Meeting & Expo
August 21 - 24, 2010Los Angeles, CA