Forster Acevo Pres 28 Nov 08

•

1 recomendación•220 vistas

Peter Gilheany

presentation on communications stratregy given at ACEVO conference on 28 November 20087 by Peter Gilheany

Empresariales Salud y medicina

People must think differently …

… if the world is to
change for the better

It’s your promise

• Oxfam promises to deliver the world from poverty
• Mencap promises to deliver lives worth living to
people with learning disabilities
• Fairtrade Foundation promises to deliver decent
livelihoods to farmers in the developing world

Your strategy …

… puts your promise at
the heart of your activity

Articulate why you deserve people’s
trust and commitment.

Good communications

• Clarity and consistency
• Collaboration
• Connections

What motivates people to engage?
Vision Increasing loyalty
I share their vision

Beliefs
I believe in them

Capability
They have shown they can

Specific action
My money will make a difference

Immediate environment
Increasing need for It will make a difference to me
tangible rewards

Identify the issue
Illuminate the idea
Influence the impact

Cause

Consistency
Context

Credibility Culture
Promise

Clarity Creativity

Collaboration

Peter Gilheany
peter@forster.co.uk
020 7403 2230

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Forster Acevo Pres 28 Nov 08

1. YOU PROMISED The importance of setting and shaping your brand and communications

2. It matters what people think

3. People must think differently … … if the world is to change for the better

4. It’s your promise • Oxfam promises to deliver the world from poverty • Mencap promises to deliver lives worth living to people with learning disabilities • Fairtrade Foundation promises to deliver decent livelihoods to farmers in the developing world

5. Your promise is your brand

6. Your strategy … … puts your promise at the heart of your activity

7. Articulate why you deserve people’s trust and commitment.

8. Then sell it to others

9. Good communications • Clarity and consistency • Collaboration • Connections

10. What motivates people to engage? Vision Increasing loyalty I share their vision Beliefs I believe in them Capability They have shown they can Specific action My money will make a difference Immediate environment Increasing need for It will make a difference to me tangible rewards

11. Your brand is not your logo

12. Identify the issue Illuminate the idea Influence the impact

13. Macmillan

14. The Royal Parks

15. Samaritans

16. More than a logo

17. Cause Consistency Context Credibility Culture Promise Clarity Creativity Collaboration

18. Peter Gilheany peter@forster.co.uk 020 7403 2230