Developing key messages for different touch points. CRM for charity communicators conference, 2 December 2014

Developing key messages for different touch points. CRM for charity communicators conference, 2 December 2014

• 1.
  Developing key messagesfor Louise Robertshaw MCIPR Head of communications and campaigns Guide Dogs Different touch points
• 2.
  Brand positioning and manifesto
• 3.
  Brand mission andvalues
• 4.
  Brand as aconsistent organising People & behaviours Products & services Environments & channels Communications Brand positioning principle
• 7.
  Tone of Voice
• 8.
  However, still brandchallenges  Out of sight, out of mind  Misperceptions Lack of relevance
• 9.
  Donating to the blindinterests me more I understand they are helpful to those who have a sight problem and it Is a rewarding charity for this reason, but I am not as favourable with a dog charity Although I am not against guide dogs I feel my money would be best serving children or people who would greatly benefit I would rather donate to other charities supporting humans I do not donate to animal charities I'm a cat lover GENERAL PUBLIC GD SUPPORTERS For non donors, the story stops with the dog Our supporters talk coherently about the difference we make to people They help people live independently and have no government funding It is a really worthwhile charity that offers real help to people that need it Because I think it is an important cause. Giving people their independence and enabling them to do more for themselves than they otherwise might I can actually see the benefits that trained dogs do for the blind and partially sighted and think that it must promote a tremendous trustful relationship between man and beast Misperceptions…
• 10.
  Break out  Whatis your brand positioning; what do you stand for?  What are your brand challenges? Would these be different across audiences? Answering these questions will help to develop your research brief/key messaging brief.
• 11.
  Developing key messageresearch  Developed brief to carry out focus group research across all audiences  Representatives from all areas of business fed into the brief  A workshop with all representatives from the business was held, to feed into the research.  Individual giving, community fundraising, corporate partnerships, strategy and research, service marketing, operations, brand communications.
• 12.
  Research objectives Explore keymessages and straplines Identify those that most help us achieve our goals Explore key myths Explore benefits and barriers of the name Target audiences Potential supporters Current supporters People who are blind and partially sighted
• 13.
  What we did Qualitativeresearch With potential supporters  6 groups (‘warm’ and ‘cold’) 8 people each  Follow-up interviews (3) With beneficiaries  6 in-depth interviews With current supporters  1 group  4 in-depth interviews
• 14.
  Profile of respondents Warmpotential supporters With personal experience of sight loss Dog owners / lovers Cold potential supporters No experience of sight loss Not dog owners / lovers Three age ranges 35 – 44 45 – 64 65+ Supporters Mostly Sponsor a Puppy Group age range 35 - 64 Older interviewees all in 70s and 80s Beneficiaries Varied age range All over 30 Most in 50s/60s All experience of Guide Dog 3 with experience of MyGuide
• 15.
  “(Guide Dogs) shouldworry about people thinking it’s an extraordinary thing, only relevant to a few people.” The key challenge from the research
• 16.
  What the researchtold us  Guide Dogs vs guide dogs  An inclusive description of sight loss  Sight loss as a cause – the scale of the problem was unknown.  Myth busting  Development of brand promise (strapline) The results were consistent across all audiences
• 17.
  Examples of themessages  Every hour, another person in the UK goes blind.  Almost two million people in the UK are living with sight loss. By 2050, this will have doubled.  180,000 people with sight loss, rarely leave home alone.  Almost 50% of people with sight loss feel cut off from their community.  The charity Guide Dogs is here for everyone with sight loss.
• 18.
  Touch point audit People: Staff:f2f, comms, inductions, recruitment, CEO speeches, One Voice booklet Volunteers; beneficiaries: Speaker packs, booklet, Inductions, training. Suppliers: contracts Products and services Guide dog service; My Guide; Buddy dogs. Sponsor a Puppy; cash; legacies; Corporates; challenge events; CF. Talking Buses; Streets Ahead; Dog Attacks; Safe & Sound Environments & channels National breeding centre; Training Schools; regional centres; Central office. Signage Website; intranet; social media. Stakeholder publications One voice pocket guide Communications Integrated communications across functions Ensuring all comms uses key messages Call centres. Active Participation
• 19.
  Create your owntouch point audit People & behaviours Products & services Environments & channels Communications Brand positioning
• 20.
  Visit the CharityCommswebsite to view slides from past events, see what events we have coming up and to check out what else we do. www.charitycomms.org.uk
• 21.
  CRM for charity communicators: developingexcellent customer experience Conference 2 December 2014 London #charityCRM