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- From: "Frank Webb" <frankwebb AT nc.rr.com>
- To: <chpac-staff AT lists.ibiblio.org>
- Cc: 'Steve Wright' <swright AT townofchapelhill.org>
- Subject: Re: [Chpac-staff] Audiences & messages
- Date: Mon, 31 Dec 2007 09:12:42 -0500
Dear Colleagues, HAPPY NEW YEAR to you
all. This is a reminder that I shall want
comments on the audience/message matrix in time for me to incorporate them in a
draft to be endorsed by CHPAC on January 9. Please send any comments by January
7. Thanks, Frank From: Frank Webb
[mailto:frankwebb AT nc.rr.com] 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 |
-
[Chpac-staff] Audiences & messages,
Frank Webb, 12/15/2007
- Re: [Chpac-staff] Audiences & messages, Frank Webb, 12/31/2007
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