Making the Most of What You Say

Presented by

Parker BlackmanFenton Communications

November 3, 2006

UCSF National Center of ExcellenceUCSF National Center of ExcellenceIn Women’s HealthIn Women’s Health

Community SummitCommunity Summit

UCSF National Center of ExcellenceUCSF National Center of ExcellenceIn Women’s HealthIn Women’s Health

Community SummitCommunity Summit

Today's Agenda

1. Overview/Introductions

2. Know Your Target Audience

3. Know How to Reach Your Target Audience: Messaging

4. Questions/Discussion Period

Know Your Target Audience

Audience Identification

-- Celinda Lake, Lake Snell Perry and Associates, Inc.

“Today’s social marketplace is increasingly crowded and competitive. Targeting and segmentation are crucial to breaking through and having the edge to persuade.”

Know the audience and stay true

Pitfall: Not knowing your audience

•Target:

General public

•Not meeting your audience where they are at:

Cars are bad for the environment, so stop driving

Pitfall: Not knowing your audience

•Not knowing where and how to reach your audience:

When trying to reach potential Latino homebuyers in southern California, which outlet is likely to be more important?

Or

Know How to Reach Your Target Audience:

Clear, Simple, Concise Messages

Clear, Simple, Concise

•Resonance with target audience

•Emotional connection that touches pre-existing beliefs; plug into their belief system, don’t rewire it.

•Capture hearts first, then minds - ‘Stickiness’

•High-quality messaging - Americans are used to it

•Tell them a story they’ll remember

Messaging Pitfalls

Wrong Messenger/Wrong Message

•Nancy Reagan and the “Just Say No” Campaign

Too big picture

•Stop Global Climate Change• Justice For All•Protect All Children

Overwhelm with data and acronyms

“Right now, the transit dependent are held hostage by the bungling bureaucrats of the

existing transit monopoly.”

Suffer from Literal Sclerosis

• Is it exactly true?

• Keep it simple

• Be evocative, tap emotions

“The Best Part of Waking Up”

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are needed to see this picture.

Audience & Message - Case Study

• Goal: Reduce Littering

• Audience: 15-24 year old men

“Let’s Keep Texas Beautiful and Save Tax

Dollars!”

“Don’t Mess With Texas.”

Making the Most of What You Say

Any Questions?