Speaking the Same Language - Communications on SR - Arthur D. Little
Speaking the same language. Integrated campaigns conference, 25 February 2016
-
Upload
charitycomms -
Category
Government & Nonprofit
-
view
1.106 -
download
0
Transcript of Speaking the same language. Integrated campaigns conference, 25 February 2016
![Page 1: Speaking the same language. Integrated campaigns conference, 25 February 2016](https://reader033.fdocuments.in/reader033/viewer/2022042907/5880e6a11a28ab0d358b5aff/html5/thumbnails/1.jpg)
Speaking the same language
Sarah Fitzgerald, Self Communications
![Page 2: Speaking the same language. Integrated campaigns conference, 25 February 2016](https://reader033.fdocuments.in/reader033/viewer/2022042907/5880e6a11a28ab0d358b5aff/html5/thumbnails/2.jpg)
![Page 3: Speaking the same language. Integrated campaigns conference, 25 February 2016](https://reader033.fdocuments.in/reader033/viewer/2022042907/5880e6a11a28ab0d358b5aff/html5/thumbnails/3.jpg)
Brand focus
![Page 4: Speaking the same language. Integrated campaigns conference, 25 February 2016](https://reader033.fdocuments.in/reader033/viewer/2022042907/5880e6a11a28ab0d358b5aff/html5/thumbnails/4.jpg)
Brand audit
![Page 5: Speaking the same language. Integrated campaigns conference, 25 February 2016](https://reader033.fdocuments.in/reader033/viewer/2022042907/5880e6a11a28ab0d358b5aff/html5/thumbnails/5.jpg)
Voice challenges
• What we want: clarity, character, consistency
• What we have: we don’t know
• What we know: copy / language is a minefield
![Page 6: Speaking the same language. Integrated campaigns conference, 25 February 2016](https://reader033.fdocuments.in/reader033/viewer/2022042907/5880e6a11a28ab0d358b5aff/html5/thumbnails/6.jpg)
Starting points
• What voice(s) do World Vision UK have now?
• What would be the basis of a unified tone of voice?
• Opportunities to be distinctive?
• What is the right tone of voice for World Vision UK?
• How do we get everyone using it?
![Page 7: Speaking the same language. Integrated campaigns conference, 25 February 2016](https://reader033.fdocuments.in/reader033/viewer/2022042907/5880e6a11a28ab0d358b5aff/html5/thumbnails/7.jpg)
![Page 8: Speaking the same language. Integrated campaigns conference, 25 February 2016](https://reader033.fdocuments.in/reader033/viewer/2022042907/5880e6a11a28ab0d358b5aff/html5/thumbnails/8.jpg)
An integrated approach
Process
• Involving a range of staff
• Creating space for everyone to have a say
• Working hard to find what’s held in common
• Revealing shared concerns
![Page 9: Speaking the same language. Integrated campaigns conference, 25 February 2016](https://reader033.fdocuments.in/reader033/viewer/2022042907/5880e6a11a28ab0d358b5aff/html5/thumbnails/9.jpg)
An integrated approach
A set of tone of voice principles that would be
• Revealing
• Consistent
• Distinctive
• Flexible
• Easy to work with
![Page 10: Speaking the same language. Integrated campaigns conference, 25 February 2016](https://reader033.fdocuments.in/reader033/viewer/2022042907/5880e6a11a28ab0d358b5aff/html5/thumbnails/10.jpg)
Before After
Your sponsorship has
helped to achieve so much
in Hurungwe. The following
are a few highlights,
showing how you have
helped to make a real
difference to the lives of
children and families living
here.
You’ve helped us achieve so
much in Hurungwe. I’d love
to share some highlights
that show how you’ve
brought real hope and a
lasting difference to the
lives of children and families
living here.
![Page 11: Speaking the same language. Integrated campaigns conference, 25 February 2016](https://reader033.fdocuments.in/reader033/viewer/2022042907/5880e6a11a28ab0d358b5aff/html5/thumbnails/11.jpg)
An integrated approach
Rolling out
![Page 12: Speaking the same language. Integrated campaigns conference, 25 February 2016](https://reader033.fdocuments.in/reader033/viewer/2022042907/5880e6a11a28ab0d358b5aff/html5/thumbnails/12.jpg)
What now?
• Our Christian identity
• Training – same but different
• Copy buddies and champions
• KPIs
![Page 13: Speaking the same language. Integrated campaigns conference, 25 February 2016](https://reader033.fdocuments.in/reader033/viewer/2022042907/5880e6a11a28ab0d358b5aff/html5/thumbnails/13.jpg)
![Page 14: Speaking the same language. Integrated campaigns conference, 25 February 2016](https://reader033.fdocuments.in/reader033/viewer/2022042907/5880e6a11a28ab0d358b5aff/html5/thumbnails/14.jpg)
Visit the CharityComms website 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
![Page 15: Speaking the same language. Integrated campaigns conference, 25 February 2016](https://reader033.fdocuments.in/reader033/viewer/2022042907/5880e6a11a28ab0d358b5aff/html5/thumbnails/15.jpg)
Conference
25 February 2016
London
#integratedcomms
Integrated campaigns:
planning, delivering and
evaluating
Sponsored by
@goodagencyldn