30th Anniversary - Communications

Communication today - An overview

Ramallah - Feb 10 - 2013Session #1by @rchakaki

Monday, February 25, 13

“If I look at the masses, I will never act. If I look at one, I will.” - Mother Theresa

Monday, February 25, 13

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

Session format

• interactive - dialogue

• open & transparent

• productive - notes & outcome

• provide constructive criticism to improve the process

Monday, February 25, 13

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

simplicity in communication

Monday, February 25, 13

Designing for today’s Attention Span

9 secondsMonday, February 25, 13

shorter - faster - more relevant

shorter attention

spans

Hyper-connectivity

Hyper-transparency

Fragmentation of demand and supply

Miniaturization of content,

products, and services

the micro cycle

Monday, February 25, 13

edit publishcapture engage

manual

social workervolunteerpartner

photographerjournalist

3rd party producer

3rd party producer social media managersocial media manager

membersvolunteers

newslettersfb campaigns

advertisingSEO

websitetraditional media

train on social content capture standardize format

first: listen

Monday, February 25, 13

automated

social workervolunteerpartner

photographerjournalist

3rd party producerlive bloggers & tweeters

social media managermembersvolunteers

publishcapture engage

newslettersfb campaigns

advertisingSEO

websitesocial media sites

Monday, February 25, 13

Content Dissemination & Outreach

30th WF App

Monday, February 25, 13

Monday, February 25, 13

Monday, February 25, 13

defining brand

Monday, February 25, 13

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

brand equity

loyalty

quality

attributes (product function & features)

personality

image & manifestation

awareness

values (product function & features)

Monday, February 25, 13

what would the welfare be if it was a person?

Monday, February 25, 13

what would the welfare brand be if it was a family?

serious

fun

formal

down-to-earth

innovative

richcreative

simple

optimistic

peaceful

complicated

Monday, February 25, 13

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

philanthropist loving palestinian identity w beneficiaries integrated with a 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$

team input

Monday, February 25, 13

Welfare Association Brand Assessment

Monday, February 25, 13

stakeholders message & content

vision & objectives

strategy & budget

process

timelines

data analysis

channels

engagement feedback

your campaign building

blocks

theme & brand

Monday, February 25, 13

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

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 TeamMonday, February 25, 13

• Identity, Attributes & Visual Style

• Logo

• Typeface & Fonts

• Language & tone

• Positioning

• Consistent presentation

• 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

The 30th Anniversary brand includes..

PromisePromiseLogoPromise

Logo

Symbols

Character

Associations

Personality

Imagery

Values Attitudes

Monday, February 25, 13

Monday, February 25, 13

Brand AnalysisBrand 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

Communications Material

• Web

• 30th Anniversary Brochure

• Invitations

• Videos

• Infographics

• Presentations

• Photography Booth & Wall

• Videography Booth & Display

• Social Media Branding

• Ushers’ clothing @ events

• Gifts & Giveaways

Monday, February 25, 13

recap

• brand values are..

• why is it important to have a coherent brand?

Monday, February 25, 13

messaging palestinian youth defy gravity - parkour gaza

Monday, February 25, 13

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

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

Organization Messaging

• 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

WA 30th CTA

Monday, February 25, 13

Campaign Messaging

• 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

WA 30th CTA

Monday, February 25, 13

Campaign Messaging

• 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.

WA 30th CTA

Monday, February 25, 13

30th accomplishments

• # of houses rebuilt

• # of small enterprise supported

• # of people assisted 4 all 2 knowpost it on the wall

Monday, February 25, 13

Monday, February 25, 13

a vision, a plan & measuring tools

Monday, February 25, 13

#welfare30

Monday, February 25, 13

stakeholders

Monday, February 25, 13

who are we addressing?

partners

The Welfare Association

Donors

Individuals

Int’l NGOs

Corporates

Int’l Gov

Beneficiaries

Youth

Health Institutions

Jerusalem Architects

Jerusalem Home

Owners

??

????

Monday, February 25, 13

segment your target

Monday, February 25, 13

Stakeholders

• agree on classification

• agree on priority

• agree on role

Monday, February 25, 13

stakeholder analysis

• owner - program manager

• reference - WA-Planning.numbers / WA-Planning.xls

Monday, February 25, 13

youth communication milestones

Monday, February 25, 13

communication milestones - YES

Time target OwnerMessaging

WebsiteFB

TwitterContent

InfographicsVideo

Presentation

Monday, February 25, 13

youth communication milestones

Monday, February 25, 13

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