Message Development

Message Development

Lesson 4

Module 3, Unit 3

By the end of this lesson, participants should be able to:

• Understand elements of a well-developed messaging strategy

• Articulate the 5 key principles of key message development

• Develop messaging strategy and key messages for each target audience

Qualitative and Quantitative ResearchResultsChain

TargetAudience

VennDiagrams Slogans

& Call-to-

Actions

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2

3

4P’s B

C

Benefits Exchange

Simplifiedobjectives Messaging

Strategy

Key Messages

Supporting Points

Message Framework

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Lesson StructureActivities and Lectures

Module 3, Unit 3

Agenda Time Activity Type

Identify elements of effective 30 minutes Discoverymessaging strategy

How to develop a messaging 15 minutes Lecturestrategy

Developing a messaging 45 minutes Individual activitystrategy for your site

Key messages & slogans 30 minutes Lecture

Brainstorm key messages 1 hour Group activity & report out

Activity: Identifying Elements of Effective Message Strategy

Purpose: Practice identifying and articulating an effective message strategy

1. Review advertising examples 2. Indicate how 5 critical elements were address

a. Target audienceb. Desired actionc. Promised. Supporte. Message Strategy

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Message Strategy

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Message strategy helps you articulate your campaign’s value proposition and serves as a consistent starting place for developing campaign messages.

Example: Serena Island

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Questions to Answer

1. Who is the target audience the ad is speaking to?

2. What is the desired action of the target audience?

3. What reward(s) is the message promising?4. What makes this promise credible?5. What do you think is the messaging strategy?

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Question Answer

1. Who is the target audience? Local Fishers

2. What is the desired action of the target audience?

Get free rat traps and set traps on boat daily

3. What reward(s) is being promised? • Protection of nets and tackle• Savings on fishing licenses ($100)• Health of Serena Island

4. What makes promise credible? • Fact that rats pose a problem to health and environment• Specific mention of how much money will save on fishing license

5. What is the messaging strategy? If I take the time to set rat traps on my boat every day, then I will be saving money by keeping my gear damage-free and receiving a $100 discount on my license.

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Questions to Answer

1. Who is the target audience the ad is speaking to?

2. What is the desired action of the target audience?

3. What reward(s) is the message promising?4. What makes this promise credible?5. What do you think is the messaging strategy?

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Linking SMART objectives to your messaging strategy in order to produce key messages

How to develop a Messaging Strategy

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Overview of SMART Objectives(For X Audience)

Include very general versions of your SMART objectives from K through BC, not including BR in this box.

Messaging Strategy

Write your one sentence messaging

strategy here.

Key Message Ideas(draft ideas, not final)

Main messages stemming from your strategy should go here. There can be more than one key message, but they should be the most important points the campaign will communicate.

Support Points(draft points, not final)

These are the factual support points that will back up your key messages. You can also include non-critical information that your campaign will communicate in longer forms of media.

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Overview of SMART Objectives(For local fishers)

• Aware of fishing laws and fines/ penalties

• Aware that taimen are illegal to catch• Aware of CMAs in their soum

• Belief that taimen should always be released back into the river and it’s easy to do so.

• Belief that taimen are important to the river ecosystem

• Agree that establishing CMAs is important to stop illegal fishing

• Discuss releasing taimen with others• Discuss joining a CMA with others

• Catch and release taimen every time they fish

• Join a CMA

Messaging Strategy

It is important to release taimen back

into the river to protect the

ecosystem and avoid fines/penalties

Key Message Ideas(draft ideas, not final)

• Catch and release our taimen• If you release taimen, your friends

can try to catch same fish• Catch fish other than taimen• There are other ways of showing your

big catch to friends• Maintain pristine and beauty of Onon

River. Chinggis Khan’s birthplace is at risk and needs your help.

• Enjoy other kinds of local recreation.

Support Points(draft points, not final)

• Taimen are disappearing from Onon River

• Releasing taimen will help save longest living fish

• Catch and keep taimen is illegal• Establishing CMAs means you will

have your own wealth and tourism attraction, and can protect river from illegal fishers.

• Work with your neighbors to establish a CMA in your area. It’s easy to do.

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3Example from Onon River, Mongolia Pride campaign

MUST include actionand benefit

CAN also include supportand competing behavior

Overview of SMART Objectives(For local fishers)

• Aware of fishing laws and fines/ penalties

• Aware that taimen are illegal to catch• Aware of CMAs in their soum

• Belief that taimen should always be released back into the river and it’s easy to do so.

• Belief that taimen are important to the river ecosystem

• Agree that establishing CMAs is important to stop illegal fishing

• Discuss releasing taimen with others• Discuss joining a CMA with others

• Catch and release taimen every time they fish

• Join a CMA

Messaging Strategy

It is important to release taimen back

into the river to protect the

ecosystem and avoid fines/penalties

Key Message Ideas(draft ideas, not final)

• Catch and release our taimen• If you release taimen, your friends

can try to catch same fish• Catch fish other than taimen• There are other ways of showing your

big catch to friends• Maintain pristine and beauty of Onon

River. Chinggis Khan’s birthplace is at risk and needs your help.

• Enjoy other kinds of local recreation.

Support Points(draft points, not final)

• Taimen are disappearing from Onon River

• Releasing taimen will help save longest living fish

• Catch and keep taimen is illegal• Establishing CMAs means you will

have your own wealth and tourism attraction, and can protect river from illegal fishers.

• Work with your neighbors to establish a CMA in your area. It’s easy to do.

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3Example from Onon River, Mongolia Pride campaign

Slogan

Taimen are unique to the Onon.

Brothers, if you catch taimen, let us release

them!

Headline: Set our Taimen free!

Body Copy includes text on importance of catch-and-release fishing, and the fun you can have by taking pictures of your catch and competing with friends for the biggest catch (even catching the same fish now that it’s back in the river).

Small picture reinforces the releasing behavior which ties to the call-to-action “if we catch taimen, let us release it.”

Overview of SMART Objectives(For X Audience)

Include very general versions of your SMART objectives from K through BC, not including BR in this box.

Messaging Strategy

Write your one sentence messaging

strategy here.

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2

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Try for your site – only to Messaging Strategy

A key message is a phrase summarizing the concept or the principal idea that you are communicating.

Key Messages

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Principles of Message Development

4. Audience-focused

3. Communicate benefit exchange

2. “On strategy”

1. Simple

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5. Actionable

PRINCIPLE 1: SIMPLEIt should be an idea that can be expressed and understood quickly and easily.

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PRINCIPLE 2: ON STRATEGYMessages should support campaign strategy focused on behavioral objectives

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PRINCIPLE 3: BE MEMORABLEMessages are memorable if they are specific, contain a human element, and are personal

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PRINCIPLE 4: BENEFIT EXCHANGEWhat’s in it for me?

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??

PRINCIPLE 5: AUDIENCE FOCUSEDIdentify issues that the audience cares about

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PRINCIPLE 6: ACTIONABLEAsk the Audience to do something specific

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• Scientifically accurate• Integrated with Barrier Removal Plans• Appropriate for specific Stage of

Behavior Change• Ethical• Do not “preach”• Use statistics in compelling ways only• Appeal to both heart and mind• Pay attention to tone

More Rare Principles

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A slogan is a phrase that summarizes the main idea of a campaign in a few memorable words.

Slogan

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• Manatee Matters to Me• I Du love my Dugong, Du you?• Flying for Generations• Keep Our Kite in Flight

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Campaign Slogan Examples

"Finger lickin' good.”

“Just Do It”

“I’m Lovin’ It“

"Don't leave home without it."

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Commercial Slogans

Activity: Brainstorming Key Messages

Purpose: Practicing key message principles and how they apply to your sites

1. Find group with most similar messaging strategies – no more than 3 to a group.

2. Brainstorm 3-5 key messages that could apply across all your sites

3. Report out to group

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Overview of SMART Objectives(For X Audience)

Include very general versions of your SMART objectives from K through BC, not including BR in this box.

Messaging Strategy

Write your one sentence messaging

strategy here.

Key Message Ideas(draft ideas, not final)

Main messages stemming from your strategy should go here. There can be more than one key message, but they should be the most important points the campaign will communicate.

Support Points(draft points, not final)

These are the factual support points that will back up your key messages. You can also include non-critical information that your campaign will communicate in longer forms of media.

1

2

3

Module 3, Unit 3