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Clear Compelling Messages Slides August 2009
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Connecting Great Ideas and Great People www.asaecenter.o rg Creating Clear and Compelling Messages: Communications Planning Pays Sunday, August 16, 2009 3:15 pm – 4:30 pm Karen Hochberg
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During these challenging economic times, effectively communicating your message to your target audience is essential. Learn how to develop clear, compelling communications to encourage your members to attend your next conference, renew membership, and enlist colleagues to join your association. Discover ways to find free, high-quality communication tools on the Web that will enable you to build communication plans and frame messages like a pro.
Transcript of Clear Compelling Messages Slides August 2009
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
www.asaecenter.org
“Just because my advice is free it
doesn’t mean it is worthless or
worth less.”Mother of a teenage daughter.
www.asaecenter.org
Failure to plan is planning to fail.
www.asaecenter.org
We have nothing to fear from free. . .
if we focus on the value of our time.
www.asaecenter.org
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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 [email protected] or [email protected]
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 [email protected] +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
www.asaecenter.org
“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 [email protected] 346-9656
SEE YOU NEXT YEAR!Annual Meeting & Expo
August 21 - 24, 2010Los Angeles, CA
