University of Florida Department of Agricultural Education and
Communication Tracy Irani Getting the Most out of Your Message: How
to Communicate Effectively with Decision-makers
Slide 2
Communicating Effectively with Decision-makers Why do we need
to communicate effectively with decision-makers? Who are they? What
do they want to know/like to hear from us? The right messagecrisp,
clear, and consistent Frequency/repetition of message Extension as
a brand with identifiable attributes
Slide 3
Opinion Leadership Two step flowcommunicating with publics and
with those who can exert influence on publics Branding through
media reaches information seeking opinion leaders, who then
influence receivers
Slide 4
Campaign Planning/Tactical Marketing Campaign Strategic,
structured plan Based on analyzing the situation Brand Product,
good, or service Identifiable, consistent image Message Main idea
Key information Publics Various audiences that must be reached
Internal and external clientele
Slide 5
Campaign Planning Brand Image The way Extension is perceived by
your clientele and stakeholders; based on beliefs, values and
experiences Brand Loyalty Consistent users of your services, not
easily swayed by other options-the extent to which you have this is
an asset called brand equity
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Audience Analysis Understand who could receive the message
Define the target audience Determine the best methods of reaching
the audience Demographics Age, gender, race, marital status,
income, education, occupation, and geography Psychographics
Attitudes Values Lifestyles
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Audience Analysis Usage Patterns Most used media channels
Tendency to be interested in a particular subject Prior Knowledge
People have experience with the message Knowledge can make people
either more or less likely to be interested Finding the Right
Target and Reaching It Know the message Determine who needs the
message Determine the most effective methods of communication
Slide 8
Integrated Marketing Process of coordinating promotional tools
to build and maintain brand awareness, identity and preference.
Uses consistent message themes and marks, via multiple channels to
reach a targeted and segmented audience Based on strategies derived
from identifying audience characteristics and leveraging SWOT
analysis
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Integrated Marketing Components Advertising Paid Delivered
through mass media Attempts to persuade Public Relations Objectives
Promote goodwill Promote a product or service Enhance internal
communications Counteract negative publicity Lobby Give advice and
counsel PR Methods Press release Feature story Media alerts/tip
sheets Company newsletter Interview and press conference Sponsored
event Publicity Media exclusive Cause related
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Integrated Marketing Media Relations Establish ongoing
relationships with local media-understand media packaging for
gatekeepers, AP style On a regular basis, provide informational
materials to reporters Become a reputable and dependable expert
source Get to know the reporters in your geographic region, and
know their beat assignments of reporters Whats Newsworthy Timely
Unique Local impact
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SWOT Analysis Internal Strengths Advantages (Good reputation,
cost advantage, access to high- quality resources, etc.) What the
organization does well Weaknesses What could be improved (Poor
reputation, high cost, etc.) What should be avoided
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SWOT Analysis External Opportunities Good chances (Unfulfilled
customer need, new market, etc.) Changes in technology or policy
(loosening regulations, removed trade barriers, etc.) Changes in
society (Shifts in consumer trends toward the organizations
products or services) Threats Obstacles Competition (Emergence of
substitute products) Changes in technology or policy (New
development makes the organizations processes obsolete, new
regulations, etc.) Changes in society (Shifts in consumer trends
away from the organizations products or services)
Unique Selling Proposition (USP) Product differentiation-
Approach the correct target audience Make audience see program as
different or better Extension offers state residents the only
comprehensive, one-stop source of practical education on hundreds
of relevant topics. Programs are research-based, regionally
customized and geared to meet a participants specific needs through
the unbiased assistance of dedicated specialists. Whats unique
about your program?
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Creative Strategy Graphic Design Eyes want to read from top to
bottom and left to right Important items should be placed in the
areas people naturally scan Sizes and proportions should be varied
to prevent the ad from becoming boring White Space Can be used to
separate elements that do not belong together Elements surrounded
by white space indicate importance
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Other Considerations Partnerships Local media Companies
Organizations with similar interests Media Location Flyers at
grocery stores, community bulletin boards, libraries, schools, or
locations the target audience frequents Community calendars in
newspapers, on television, on radio, and on the Internet Word of
mouth to opinion leaders News Outlets Explain your need personally;
personal pitch, pitch letters Send information about your event to
a newspaper or television or radio stations public relations
person, public affairs director, or promotions director by name--
compile media directory Include boiler plate section with contact
info in same place in every media release by every county faculty
member.
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Other Considerations Website Effective and inexpensive Post
important information and upcoming events Can be incorporated into
the other marketing methods - refer people to the website Must be
relevant, fresh, always changing to attract and keep users coming
to site
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Evaluation Criteria Getting it (Do consumers understand?)
Knowledge (Can consumers recognize and recall?) Attitude change
(Where does the brand stand?) Behavior (Will people buy the product
or service?) Methods Survey Attendance or participation Frequency
of inquiry Results Performance review Gauging success Changing
strategies Different approach
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Guerilla Marketing Unconventional marketing intended to get
maximum results from minimal resources. Guerilla marketing involves
being original, breaking the rules, and looking for alternatives to
traditional marketing methods. More about matching wits than
matching budgets Low cost Innovative Less clutter Less reach
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Principles Presence find ways to make yourself known at all
times chat rooms, forums, discussion boards, e-mail, radio,
magazines, blogs, Yellow Pages Activity be aware of opportunities
to make your product known at all times and act on them Energy
continually marketing 360 degree marketing Networks always looking
to make contacts and develop networks importance of relationships
Smart dont offend clientele or turn them off
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Guerilla Marketing: 10 Commandments I. Know your market. Know
who you want to reach, how they think, and where they go--
segmentation. II. Keep your name in front of your regular
clientelebut understand they are already ag- aware. III. Work with
the press. IV. Educate the marketwhats the key message you need to
convey? V. Put e-marketing/e-newsletters to work for you. VI. Do
the Web right. VII. Get a prime spot on the Web's search engines.
VIII. Radio and Web go together better than print and web-frequency
versus reach.. IX. Talk up your web site when you give talks and
presentations at association meetings and conferences. X. Think
about whats in it for your audience-why should they care?
Slide 22
Viral Marketing Marketing phenomenon that facilitates and
encourages people to pass along a marketing message via weblogs,
cell phones, email, Wikis. Hotmail
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Viral Marketing Creates a relationship with the audience To
form or change an attitude, information relevance and motivation to
process are key Give away products or servicesviral newsrooms,
virtual reprints Provides for effortless transfer to othersspreads
the messages like a virus-email alerts, business cards Exploits
common motivations and behaviors Curiosity Free Need to belong Cool
Warm and fuzzies Information seeking
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Developing a plan seven critical elements Whats the benefit to
your audience Your positioning or key takeaway messagewhat do you
want to influence in terms of attitude formation or change Your
target marketwho are you targeting and why Your budgethow much can
you spend and what are most cost effective, yet efficient ways to
spend resources Tactics Guerilla marketing and PR techniques Viral
and Internet marketing Month by month implementation schedule
because you need both reach and frequency
Slide 25
Activity Work in groups of four-five to develop a detailed
plan-not a single activity Brainstorm the key message takeaway or
catchphrase you want to convey Benefit Key message positioning
Target audience(s) Budget Tactics Implementation schedule
Slide 26
Sharing what worksbuilding the network Wetpaintquick and dirty
Wiki groups Use to share ideas and programs Ag awareness
blogdevelop a topic calendar, share moderating chores, get on
blogrolls, get linked E-newsletter Viral newsroom