Finding your voice: A message mapping workshop

Presented Nov. 28, 2007

Todays agenda
Focus a working session on organizational plan to build name awareness and recognition throughout the region Introduce the concept of message mapping and how it helps you tell a memorable and consistent story Review draft core messages and themes Obtain group feedback to refine and expand thematic content

Whats a message map?

A message map is a communications blueprint that works like a map doeshelping you set a communications direction and find the right message for the right need It includes a limited number of consistent, compelling and memorable copy points that should be used repeatedly when writing or talking about an organization It defines engaging and interesting themes that should always be reinforced in materials and presentations It helps you inspire and motivate others

Whats a good message?

We almost always communicate to accomplish one of the following:
To inform To promote To inspire To motivate. . .

. . . But few of us think to match up what we say with

what were trying to do Thats what makes a good message

One-way and two-way messaging

We also tend to focus communications on informing and promoting (especially in written materials), which are really one-way channels: I tell you something about me Communications that inspire and/or motivate are twoway channels: I understand and communicate something thats engaging and meaningful to you

Messaging Exercise #1
Pair up with the person sitting next to you Take turns spending a minute or two telling your partner what you did at work this morning

Messaging Exercise #2
Continue working with the same partner Take turns spending a minute or two telling your partner about a goal you have for your life

Messaging Exercise #3
Continue working with the same partner Take turns spending a minute or two telling your partner which of the following characters you feel most like in your life: A caregiver A crusader A magician An explorer

One-way example
Volunteers of America is a national, nonprofit, spiritually based organization providing local human service programs and opportunities for individual and community involvement. As a ministry of service, we help the most vulnerable and under-served people achieve their full potential. We provide services that are designed locally to address specific community needs. We are a national organization that, for more than 100 years, has provided programs and services that allow people to overcome their challenges and become vital members of their communities

Two-way example
Volunteers of America nurtures, supports and uplifts the human spirit, and empowers the people we serve to reach their full potential. Caring. Compassion. Comfort. At Volunteers of America, we offer the kind of caring support that anyone in need would want. But we dont stop there. For us, the true spirit of service hasnt been fulfilled until our clients have been nurtured, supported and uplifted. Until self worth and self esteem have been restored, Until human potential has been recognized and empowered. Until our brothers and sisters have been moved toward independence and self sufficiency. Whats nurtured here is the human spirit and all it can be.

The four brand messaging levels

Attributes: facts and descriptive points (for use when communications need to inform) Assets: strengths, benefits and differentiators (for use when communications need to promote) Connectors: beliefs, values, vision, mission and character (for use when communications need to inspire) Outcomes: meaning, results and happy endings (for use when communications need to motivate)

Examples by messaging level

Attribute-based message:
Volunteers of America is a national, non-profit organization providing local human services programs and opportunities for individual and community involvement.

Asset-based message:
As one of the largest human services providers in the U.S., Volunteers of America has the infrastructure and expertise to serve a diverse group of our countrys neediest individuals.

Examples by messaging level

Connector-based message:
Volunteers of America is a ministry of service that believes in the power of compassion, caring, human dignity and empowerment.

Outcome-based message:
Volunteers of America nurtures, supports and uplifts the human spirit, and empowers the people we serve to reach their full potential.

Whats a messaging theme?

People dont remember very much of the information they receive. . .
. . . Maybe because research says we get more than 3,000 promotional messages every day!

A message theme captures whats most compelling and interesting about an organization in a memorable way Themes provide an organizing structure that brings a cohesive focus to communications

Examples of national themes

Rebuilding whole lives Opening our hearts to all Realizing potential

Applying a message map & themes

Step one: Create a message map Step two: Define your themes Step three: Use the message map and themes to focus and guide your communications Step four: Establish your communications need (inform/promote/ inspire/motivate) before you develop collateral, presentations, speeches, special events or programs, advertising, etc. Step five: Select the most appropriate messages and themes for the given communications need

Our working themes

Community engagement and relationship/ coalition building Passionate and compassionate commitment Expertise/best-practice, evidence-based, outcomesoriented approach to service delivery