Connecting Great Ideas and Great People
www.asaecenter.org
Creating Clear and Compelling Messages:
Communications Planning Pays
Sunday, August 16, 2009 3:15 pm – 4:30 pm
Karen Hochberg
www.asaecenter.org
“Just because my advice is free it
doesn’t mean it is worthless or
worth less.”Mother of a teenage daughter.
www.asaecenter.org
Failure to plan is planning to fail.
www.asaecenter.org
We have nothing to fear from free. . .
if we focus on the value of our time.
www.asaecenter.org
www.asaecenter.org
http://www.justenoughplanning.org
www.asaecenter.org
www.asaecenter.org
http://www.smartchart.org
www.asaecenter.org
http://activationpoint.org
www.asaecenter.org
www.asaecenter.org
http://theworldcafe.com
www.asaecenter.org
http://www.iap2.org
www.asaecenter.org
http://www.ideo.com
www.asaecenter.org
www.asaecenter.org
http://www.frameworksinstitute.org
www.asaecenter.org
http://www.spinproject.org
www.asaecenter.org
http://www.comnetwork.org/
www.asaecenter.org
www.asaecenter.org
http:// www.innonet.org
www.asaecenter.org
http://www.aecf.org
www.asaecenter.org
www.asaecenter.org
http://www.grantcraft.org
www.asaecenter.org
http:// www.comnetwork.org/
www.asaecenter.org
www.asaecenter.org
http://www.changethis.com
www.asaecenter.org
http://www.tedtalks.com
www.asaecenter.org
http://www.causecommunications.com
www.asaecenter.org
http://www.agoodmanonline.com
www.asaecenter.org
http://www.articulate.com/rapid-elearning/
www.asaecenter.org
http://www.nten.org
www.asaecenter.org
“Free. It’s a very good thing”Same mother of a teenage daughter
www.asaecenter.org
Contact Information
Karen HochbergDirector Marketing & PROncology Nursing [email protected] or [email protected]
SEE YOU NEXT YEAR!Annual Meeting & Expo
August 21 - 24, 2010Los Angeles, CA
www.asaecenter.orgConnecting Great Ideas and Great People
www.asaecenter.org
Creating Clear and Compelling Messages:
Ready, Aim, Fire!Target Your Audiences Effectively
Sunday, August 16, 2009 3:15 pm – 4:30 pm
Brad MonterioVice Chair, Communication Section Council
www.asaecenter.org
Dwight D. Eisenhower
“It is far more important to be able to hit the target than it is to haggle over who makes a weapon or who pulls a trigger.”
www.asaecenter.org
Goals/Objectives Deliverables Timeline
Define markets Who wants to
hear about this?
Define audiences
Segment as finely as possible
www.asaecenter.org
DIFFERENTIATE DECISION MAKERS & INFLUENCERS
www.asaecenter.org
MAP AUDIENCES
www.asaecenter.org
INFORMATION SOURCES?
“It is far more important to be able to hit the target than it is to haggle over who makes a weapon or who pulls a trigger.”
www.asaecenter.org
To effectively communicate, we must realize
that we are all different in the way we perceive the world and use this understanding as a guide to our communication with others.
-Anthony Robins, life coach
www.asaecenter.org
DEVELOP MESSAGES – MAP TO AUDIENCES
www.asaecenter.org
PUT IT ALL TOGETHER – CREATE VALUE
www.asaecenter.org
Pick your weaponPull the trigger
www.asaecenter.org
KEY TAKE AWAYS
TARGET so you can MAP
MAP so you can CONNECT
CONNECT so you can
COMPEL
www.asaecenter.org
Contact Information
Brad MonterioManaging DirectorColcomgroup and CMH Partners [email protected] +1 646 256 5296
SEE YOU NEXT YEAR!Annual Meeting & Expo
August 21 - 24, 2010Los Angeles, CA
www.asaecenter.orgConnecting Great Ideas and Great People
www.asaecenter.org
Creating Clear and Compelling Messages:
Measure for MeasureMetrics and Evaluating Communications
Sunday, August 16, 2009 3:15 pm – 4:30 pm
Cecilia SeppChair, Communication Section Council
www.asaecenter.org
“Though this be madness, yet there is method in't.”Hamlet(Act II, Scene II)
www.asaecenter.org
WHY MEASURE? METRICS demonstrate
success – and failure EVALUATE effectiveness DEFINE criteria supporting
stated objectives
www.asaecenter.org
ONE Global Audience
INFINITE target markets
www.asaecenter.org
COMMUNICATION ROI
Can it be measured?
HOW?
www.asaecenter.org
ROI METRICS Web Hits Click throughs Viral Forwarding Emails and Calls Generated Qualitative and Quantitative
Research Collect Audience Feedback
www.asaecenter.org
KEY TAKE AWAYS
MEASUREMENT is ESSENTIAL
COLLECT audience FEEDBACK
GOALS need
METRICS
www.asaecenter.org
Contact Information
Cecilia SeppConsultant & WriterCS Association [email protected] 346-9656
SEE YOU NEXT YEAR!Annual Meeting & Expo
August 21 - 24, 2010Los Angeles, CA
Recommended
