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- From: "Frank Webb" <frankwebb AT nc.rr.com>
- To: "'Steve Wright'" <swright AT townofchapelhill.org>, <chpac-staff AT lists.ibiblio.org>
- Subject: [Chpac-staff] Audiences & messages
- Date: Sat, 15 Dec 2007 08:55:17 -0500
Dear colleagues, Attached is the draft ‘audience-message matrix’
that was discussed at the CHPAC meeting on Wednesday 12th. This has
been prepared by the working group under the Communications Committee (Pam,
Andi, Eric, me). Your additional input is requested before the next meeting,
when we want to approve the final matrix for future use. A brief explanation for those who were
not there (or go straight to the end to see what we are asking of you): This is an internal document. The matrix identifies CHPAC’s
priority three or four audiences (in which we will invest >80% of our
communications efforts). Although CHPAC will not do fundraising, we have
addressed ‘donors’ because the information and messaging will be of
value to the 501c3 as it moves forward as the CH Public Arts Foundation. We have characterized the audiences (what they want from us;
us from them, etc) in ways that inform our messaging. A top-line message for each audience is followed by three “main
messages” each of the three has bulleted ‘ancillary’ messages
that feed into the main messages. Some messages repeat in different columns,
perhaps with minor changes to suit the audience. That is deliberate. Note that after reviewing the entire messaging, we propose
the simple tag line: “Enhancing life in How this will be used When finalized, this will be a key building block of CHPAC’s communications strategy. Messages are not
necessarily repeated verbatim (although they could be) but this matrix is a
guide to anyone who represents CHPAC, in meetings, in interviews, in print,
through emails or internet, on what needs to be conveyed, the content and the
tone. It would also inform any firm producing collateral on our behalf. This
facilitates consistency, which is key to creating and
managing a desired image. The audience ‘columns’
are not silos so messages in one column can be used for another audience if the
need demands. It is not a communications plan, of course. What we want from you Do you agree with the choice of top audiences? Remember we
cannot add any. Subsets of audiences (e.g. the public is a complicated mix) are
served by appropriate choices of messaging and should not need to be separated
out in the matrix). Review the characterization of the audiences. There seems
little need to spend time editing and refining this section, but we are
interested in corrections or changes of substance. Review the messages and suggest any changes or additions (or
deletions) that you think are needed. If you propose changes, please suggest
text rather than saying “make these messages stronger”, for
example. Please send your comments to me so I can incorporate them
before the next meeting. Next steps The final matrix will be presented for the approval of CHPAC
at our next meeting. We should anticipate that the new Administrator may want
to tweak the messaging to reflect their vision, although what we have produced
is a pretty solid foundation. Then we will need to define the communications strategy. A
draft exists but finalizing it is best left until the new Administrator is in
place since it will reflect their vision. It will also need discussion with the
Town staff responsible for communications. Happy Holidays to all. Thanks, Frank ________________________________________ Frank T. G. Webb 1-919-942 6379 tel 1-919-619 3578 cell frankwebb AT nc.rr.com |
Attachment:
CHPAC_audiences_messages_Master.doc
Description: MS-Word document
-
[Chpac-staff] Audiences & messages,
Frank Webb, 12/15/2007
- Re: [Chpac-staff] Audiences & messages, Frank Webb, 12/31/2007
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