BEYOND THE PEN

PORTRAIT

Selina, Sam, Susannah

@Randall_Fox

www.randallfox.co.uk

Insert conf hashtag

We’ll cover

Three stages to connecting with audiences

Ways of gathering insight

Technique for creating pen portrait

Look at how organisations are embedding insight

Sharing experience and ideas

Enquiring Minds

Older demographic

Curious but not intellectual

Nostalgic for the best of England...

National and local ‘joiners’

Quality Time Families

Pre-teen kids, higher income but

currently ‘squeezed’

It’s about creating shared memories

Visit as only part of a day out ...

Prize education in its broadest sense

Closeness = empathy

Roman Krznaric

Krznaric steps

1. Switch on the empathetic brain (need/humility)

2. Make the imaginative leap (if it’s not me, who is it?)

3. Seek experiential adventures (walk in their shoes)

1. ESTABLISHING NEED

Switching on the empathetic brain

Light bulb moment

Church Crawlers

Heritage Appreciators

2. LISTEN AND

UNDERSTAND

Towards the ‘imaginative leap’

Generating insight: maximise your

sources

TRIANGULATE

INSIGHT

Generating insight: maximise your

sources

Existing internal data: e.g.

profiling, demographics,

qual studies, google

analytics; data segmentation

& profiling (mosaic)

Dedicated studies: qual

(depths/groups/online)/quant;

mining/using social media; CC listening

Mine existing internal

knowledge e.g.

stakeholders; ‘front line’

staff; workshop/ ‘ in your

shoes’; online

generation

‘Common sense!’External consultant

resources: e.g.

ad/comms/ design agency

Existing external data:

British Library/Mintel/

ONS, Data.gov.uk, British

Social Attitudes report,

comparable organisations

HOW TO CREATE A PEN

PORTRAIT

The product

• Glamping campsite

Herefordshire

• 14 pitches (x4 people)

• Unspoilt countryside & views

• Farm animals, bbqs, games

room, camp fires, outdoor

ovens

• Open April-Oct

• £695-£895 p/w (& short

breaks)

The priority audiences

Jess

• Mum, late 30s, with partner & kids 6 & 9 looking for family holiday

Catherine

• Late 20s, unmarried, organisinghen weekend

Mark

• Early 40s divorcee looking for activity on an access weekend

How to

Work through the questions

You don’t have evidence/research so just go

quickly/instinctively

Try to get through as many questions as you can

Be creative: draw, put speech bubbles in, potential

snippets of insight

Enjoy it – this is about how to bring insight alive

3. EXPERIENTIAL

ADVENTURES?Embedding it and bringing it alive

Case Study: high street retailer: the

challenge

• Store focused on key lifestage change

• Unique, emotional, personal journey

• Real attitude and behaviour changes over 18 months

• The retailer:

• Brand with unique standing in this market

• But not always fully ‘living the promise’

• The challenge:

• To fully engage shop floor to senior team with customers’ journeys

Case Study: Sharing at shop floor level

‘Zapcode’ videolink to

real person

Bitesize info on current

priorities, lifestyle

behaviour….

Mix of numbers

& more emotional

insights

Hints & tips for staff on

how to interact/priorities

to understand

Visually engaging; easy to update/tailor (via video link); 2 minute browse on your

break…

Interactive posters

in staffrooms in

store, and pen

portraits integrated

into staff training

Case Study: Senior team immersion

LISTENING

Attendance at

group discussions;

engagement in

online community

DOING

Senior team

conducting one-on-

one shopping/

immersion trips

WATCHING/SHARING

Senior team ran

themed focus groups:

footage shared at store

managers conference

Going beyond the typologies to embed understanding/empathy within

the organisation at senior level

Creating shared closeness to real, lived experience:

Listening; doing; watching…

Let Toys Be Toys

Let toys be toys

Listening

• Facebook analytics

Carefully watching which posts and

blogs get traffic and engagement

Supporter audiences

Parents ( significant

minority of Dads/girls...)

Young feminists

Teachers/early years

practitioners

Learning

Supporters love

• ‘Worst practice' examples

• Research and stories that back their views

• Sharing stories of their own kids/childhoods

• Positive ideas for useful things to do

• 'Ten ways to challenge gender stereotypes in the classroom’ blogpost. Second most popular page EVERY day 2 years after publication.

Detractors dislike

• “Gender neutral” = red rag to a

bull

• Perception = androgyny or

transgender identities?

• The easy attack: “Feminist

campaigners stopping girls

playing with dollies!”

Learning applied

Comms approach

• Language and messaging

couched not to alienate

• Blogposts to counter the

gendered toys arguments

(Boys won't read and ‘boys

books' helps, Kids aren't

affected by marketing': 'Girls

things and boys like different

things’).

Results

• Widespread coverage.

Including the Mail and the

Telegraph.

Be curious…

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

Audience strategy:understanding and connecting

with stakeholders

Sponsored by

Conference

26 May 2016

London

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