ASPIRE HIGHER! Oh the places, you will go.

Transcription

1 ASPIRE HIGHER! Oh the places, you will go.

2 TALKING THE TALK: SELLING THE IMPACT OF SFP 10 14! CONVINCE YOUR TARGET TO SUPPORT SFP 10 14! CREATE AN APPROACH THAT: 1. Demonstrates the Credibility of Your Program 2. Is Involving/Evokes Feelings 3. Reflects a Logical & Rewarding Investment

3 Branding Anything or anyone can become a brand What are some brands you can name? Definition: a guarantee of the value or performance characteristics that a consumer can expect Built over time Quality and client satisfaction

4 MARKETING Appeal to the consumer From what can you do for me to what I can do for you Marketing is a means to your mission Not on converting individuals to your cause Focus on a desired action

5 JUST DO IT! Nike s mission is to bring inspiration and innovation to every athlete in the world. Their marketing focuses less on their mission/product and more on the consumer s values and needs. They focus on one doable action that people can take to feel inspired.

6 YOU CAN JUST DO IT! Don t provide too much information Don t try to convert to your mission Do focus on the consumer s EXISTING values and needs Do make your ask simple 1 doable action Robin Hood Marketing : Stealing Corporate Savvy to Sell Just Causes Katya Andresen

7 Know Your Consumer Do the research Demographics Real and perceived needs Emotional and cognitive appeal Two primary audiences: program participants and funders

8 Know Your Consumer Multiple audiences = multiple messages

9 APPEAL TO THE AUDIENCE S VALUES Source: 1983 drunk driving campaign Ad Council and Department of Transportation

10 TELL A STORY Charles Dickens A Christmas Carol Written after reading the Second Report of the Children s Employment Commission, an 1843 parliamentary report on the effects of the Industrial Revolution on poor children. He had intended to write a political pamphlet in an attempt to convince British employers of the need for social and educational reform. He published his stories in installments and used reader reactions as feedback that shaped his tale. He brought attention to the poor and the suffering.

11 Motivating Action Names Authority Scarcity Examples Simon says I should. I won t get another chance! Consistency That s what I did last time Liking Reciprocity I like you, so here you go. You scratched my back; I ll scratch yours now.

12 Why do people take action? The audience s values (Example: arthritis medications) Social proof (example: alcohol ads) Rewards are attainable EASY (example: drivethru) Personal stories recommendations vs. forgotten, untrusted statistics Reasonable, relevant promise HOPE (example: anti aging products)

13 IMMEDIACY Instant gratification (Example: fast food billboard) Gifts/incentives (Example: free sample) Positive ego boost Avoiding risk is not always compelling

14 LIKEABILITY People decide which organizations to trust, what advice to follow, and who should be a partner based on likeability Trust in marketing is at a low, and people crave something to believe in You have a good cause Build relationships

15 THE CARROT MOST PEOPLE ARE NOT MOTIVATED BY MORALITY Need a benefit exchange Immediate, personal, reflective of the audience s values, better than competing rewards, credible IF THE AUDIENCE TAKES THE ACTION WE WANT, THEY WILL GET A REWARD THEY WANT

16 IDENTIFYING THE CARROT Make a list of your audience s Make a list of your audience s characteristics List the SPECIFIC desired action FOR EACH and check for feasibility Link your agenda to your audience s Test the benefit exchange

17 THE FIRST BITE Keep it simple! Easy to digest Clear and concise Visually appealing Culturally sensitive Know where your audience will see/hear your message General language Consistency can be key Follow up Involve others

18 Why SFP 10 14? Meaningful differentiation Purpose and value Integration More meaningful as you deliver with success! Outcomes!

19 Your Successes

20 SAMPLE VIDEOS What was most memorable? What did you like the most? What other messages might you include?

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