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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]
Sent: Saturday, December 15, 2007 8:55 AM
To: 'Steve Wright'; chpac-staff AT lists.ibiblio.org
Subject: Audiences & messages

 

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 Chapel Hill”. This is more simple than the current “Enhancing and enlivening Chapel Hill through public art” and is easier to incorporate in collateral, signage, etc. (and as a footer to your emails, Steve)

 

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

 




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