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Communication
Strategy and Tools
Communication Design
Goals
Target Audience
Key Messages
User Scenarios
Communication Design
• What are you trying to change?
• Who do you need to reach to change it?
• What do you need to say to get them to
act (or not act)?
• When do you need to say it to get them to
act (or not act)?
Goals
Short Term
Medium Term
Long Term
• Learning
• Awareness
• Knowledge
• Attitudes
• Skills
• Actions
• Behavior
• Practice
• Policies
• Social Action
• Conditions
• Social
• Economic
• Civic
• Environmental
Communication Design
• What are you trying to change?
• Who do you need to reach to change
it?
• What do you need to say to get them to
act (or not act)?
• When do you need to say it to get them to
act (or not act)?
Understanding Audience
Target Audience
• Basic Principle of
Communication
• Develop messages
most likely to
resonate with them
• Find how and where
to reach them more
frequently
Understanding Audience
Demographics
Psychographics
Gender
Race
Interests
Personality
Age
Employment status
Income
Values
Attitudes
Lifestyle
Communication Design
• What are you trying to change?
• Who do you need to reach to change it?
• What do you need to say to get them to
act (or not act)?
• When do you need to say it to get them to
act (or not act)?
Creating Key Messages
What do you want
people to do?
How do you want them
to do it?
Photo by William Neuheisel,
www.flickr.com/photos/wneuheisel/
Creating Key Messages
• Focus less on what
you want people to
know and more on
what you want them
to do
• Shrink the change –
don’t give too many
options
• Provide a roadmap
– what to do and how
to do it
Why Are Restroom Handwashing Signs By the Sinks?
http://www.flickr.com/photos/akeg/
Communication Design
• What are you trying to change?
• Who do you need to reach to change it?
• What do you need to say to get them to
act (or not act)?
• When do you need to say it to get them
to act (or not act)?
Situation
• What is the situation or environment the
audience members are in?
• Why will reaching them with your key
messages lead to the change you are
trying to affect?
User Scenarios
• Combine user demographics and
psychographics with specific detailed situations
where learning and behavior change might
occur.
• Affect user behavior by communicating
– the right message
– in the right context
– at the right time
Communication Design
• What are you trying to change?
• Who do you need to reach to change it?
• What do you need to say to get them to
act (or not act)?
• When do you need to say it to get them to
act (or not act)?
Mass Media
• Know little about the audience
• Stick to key messages
• Best suited to awareness
Web
•
•
•
•
May assume audience is seeking info
More opportunity for depth
Don’t lose key messages
Think mobile
Email/SMS Marketing
• Can be more targeted
• Audience has self selected
• Able to build and reinforce messages over
time
• Mailchimp
• Remind
Social Media
• Audience can be engaged
• Well suited to storytelling
• Building relationships
Social Capital
Social Capital
Deposits
Social Capital Withdrawals
Keeping a Positive Balance
Think strategically.
Act with intent.
• Define goals, target audience, key
messages and user scenarios
• Use checklists, content calendars and
other planning tools
Photo Credits
• Slide 16: “#161/366” by Robert McGoldrick,
https://www.flickr.com/photos/bobsfever/
• Slide 18: “#123/366” by Robert McGoldrick,
https://www.flickr.com/photos/bobsfever/
• Slide 19: “Drum Party” by the great 8,
https://www.flickr.com/photos/great8/
• Slide 20: “Uncorrected Proof – Not For Sale” by Tara Hunt,
https://www.flickr.com/photos/missrogue/
• Slide 21: “int1a” by cimddwc, https://www.flickr.com/photos/cimddwc/
• Slide 22: “Piggy Bank” by Pascal,
https://www.flickr.com/photos/pasukaru76/
• Slide 23: “Charles Darwin, Meet Charles Darwin” by Alan,
https://www.flickr.com/photos/kaptainkobold/
Questions?
More Information
• NDSU Ag Communication – ndsu.ag/agcomm
• Web Services www.facebook.com/NDSUAgCommWebServices
• Bob Bertsch –
– twitter.com/ndbob
– facebook.com/bobbertsch
– gplus.to/ndbob
– linkedin.com/in/bobbertsch
– pinterest.com/ndbob
http://ndsu.ag/agcomm
“Communication Strategy”