Peer Engagement & Communication

Athens WorkshopCommunity Learning Ambassadors

12th March 2014

Our tasks today• What is a Community Learning Ambassador?• Identifying the “turn ons”– Tutor notes

• Communication plan• Profile of target audience• How to reach them– Generating ideas and picking the “winners”

• What to use– Selection criteria– Design– Placement

• Recruitment of learners and activists

What is a CLACriterion What to look for

Over 18

Resident or work in locality Address details on signing up form

Enjoy meeting and talking with people

Observation of communication skills and body language during dialogue

Literate Completion of signing up form

Available time Time slots for community learning champion activities indicated on signing up form

Turning on the cool to learning

• What do we mean by “community”?• What stops people learning or being

active?• How do you get them through the door?• How do you get your message across?• Where will they see what you are saying?

Communication planFailing to plan is planning to fail

Select appropriate publicity method

Draw up a profile of your target audience

Look at when and how to reach them

Draw up a profile

What makes your community what it is?• Is it because of where it is or what it is? • What marks out the edges of your community area?• Where do people get together? ?• Is it the local school or even church or mosque that gives the

community its particular feel? • What about the pubs/bars or social or sports clubs? • Are there any local events that bring people together?• Does your community have a history to which people relate? • Has something happened that has brought the community

together – threat of school closure or local business closing or local football team reaching big final?

• Maybe it’s not really the area alone that makes your community special, maybe it’s the people, your friends, neighbours, family.

When and how to reach them

What turns them off learning and involvement?

Who are the kinds of individual who find learning and community activity to

be the biggest challenge and why?What could turn them on?

Ideas please!

Structured Market

Open Market

ASKING EARNING

Picking the winnersIdea/message

/conceptRelevance to audience

Easy to understand

Easy to visualise

Relevance to learning & progression (underlying message)

Able to use suitable venue for audience

Total (max 50)

Designing communication

First task - Where will it go?• Who are your targets?• Where do they live?• Where do they go? • To work• To relax• To shop• To meet

• When do they go to these places? • Why do they go? • Can I place my material? And can I put it where it will be seen most frequently?

Benefits not features• IDENTIFY THE BENEFITS - WHAT’S IN IT FOR THEM• TELL THEM WHAT’S IN IT FOR THEM • MAKE SURE THEY CAN SEE WHAT’S IN IT FOR THEM

The Toaster

Feature

Benefit

Use the latest microchip technology Never burn a slice of toast again

In built moisture reader Transforms stale bread into fresh toast

Audible toast-completion alert Bell tells you when the toast is ready

What makes successful publicity?

Defining the key steps to successful publicity

Key Steps How to Tackle them

Grab Attention Use a striking design, a hard hitting headline, strong colours, large lettering, powerful photography or other devices to get noticed – the time and venue on a t-shirt or poster?

Hold Interest Devise an appealing and persuasive offer that will make them stop or sit up and pay attention – make your own family history video for Xmas?

Stimulate Desire Make your offer irresistible; show how good a deal it is and highlight valuable extras – it only takes 10 minutes in your local café?

Gain Conviction Convince your audience or customers that they need what you are offering by powerful reasons that will appeal – its fun, no hassle and you can walk away with something?

Push for Action Urge customers to act. Could be that the sessions only last for one month, or only 10 videos can be made.

Headline grabbingHeadline

Type

Example When to use it

Direct – presents your offer in a direct form

“Any van serviced for just £80 at Van Village”

To present a simple offer with little or no support copy

Filter – shows your ad as relevant to the target audience

“Attention all van owners” To hit the right audience and make sure that they do not overlook your ad.

Cryptic – provokes curiosity: ”Now read on!”

“It’s what everyone’s talking about”

To lure your readers into reading the rest of your copy.

Command – instructs the reader.

“Contact us today to arrange your cheap van service”

To prompt action in response to the ad.

Question – calls for a yes answer

“Want to save money servicing your van?”

To engage interest and push them towards accepting the offer.

ExerciseNow – design a poster, using a headline with other information that will persuade a target learner to attend a Locate session at a one of

your target venues.

Design task So far you have:

Define your community Identify your target audience Create your “turn on” messageProduce your communication

Location taskYou now have to place your adverts where they will have most impact. We want you to use three different locations.

RecruitmentThey will want to know:• Who you are and who do you represent?• Why are you doing this project?• When it will take place• How long will it last?• What will they get at the end• Is the course free?• Can anyone do the course?

We need to know: • Name and address• Age bands• Male or female• Can we contact them again• Date of the course• Complete a pre and post assessment