Communications Strategy for JRF

Giving voice to artisans & their communities

Who is our audience?

What are the key goals we wish to achieve?

How do we want our target audiences to perceive us?

What actions do we want them to take?

Internal audience: JR staff & management

Culturally diverse villagers and artisans

Direct local supporters

Researchers & Donors

What resonates with them?

Imbibing the social philosophy

Re-branding

It’s about people, not carpets!

Weaver + Customer = Bhagwan

Brand Positioning Statement

Foundation for communications but not the messsage itself

“JRF is the social initiative of JRC,

a social enterprise.”

Training materials for new hires

Manual & script

Baseline assessment for new areas

MIS for knowledge management & documentation culture

Internal Initiatives

Primary grassroots initiative

Posters & branded material for weaversPromotional video of NKC’s vision

Success story contentStandardized certificates & motivational materials

Digital initiatives

WebsiteResearch & media portalCRM/DatabaseNewsletter

Let the artisan tell her story

through photo, video & text

I had to know and understand my own story before I could listen to

and help other people with theirs. ~Barack Obama

Culture is not about what is absolute, real, or true. It’s about what a group of people get together and agree to believe. Culture is made of stories... ~Thom Hartmann

Those who tell the stories rule the world.~ American Indian proverb

We must first envision the new future, and then use the past to legitimize this future.--Michael Margolis