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Our Presence (What do you want people to feel when they engage with your brand?)
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Our brand is grounded in ______ (is it the community you serve - if so, get specific. Who is that community? How do you know something is grounded in their wisdom?)Our messages are _______ (accessible, open, academic, etc - how do you know?)
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How we communicate
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Example: We relentlessly fight for a better community. Example: We are your conscious, well-informed friendExample: We make it easy to engage with us, we listen carefully, and talk to you like a person. Example: We put things in simple, clear language, but we give you the more complicated version if you ask for it.
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Personas/Audience (who are the primary audiences your marketing speaks to. How do you define them?)
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Audience 1: Audience 2: Audience 3: Audience 4:
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How we use these messages
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The best key messages are:
- clear, concise, compelling, with a strong call to action
- concentrated on your main points – this is the not the place for detail (that can come later)
- limited (what are the specific messages needed to communicate your point for the specific use?)
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Effective key messages:
- make it clear why the audience should care about whatever you’re talking about
- address any concerns audiences may have about the subject
- convey mission, vision, values, purpose
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Other considerations:
- While we may write messages for a specific audience, we will not say thinks to one audience, we are uncomfortable with other audiences hearing.
- We want to be open and transparent with information, but too much information also creates clarity challenges. Be specific. Try to keep sentences under 20 words (fewer if possible,) and attempt to use three or fewer sentences to name your point.
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