Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

05 Consistency

04 VisualIdentity

03 Message01 Relevance

02 Audience

The TOP 5 Aspects of a Successful Brand

12

Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

02: AUDIENCEHow well do you know your audience?

• Gender

• Race/Ethnicity

• Location

• Beliefs

• Behaviors, interests, hobbies

• Culture

• Literacy Skills

13

Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

05 Consistency

04 VisualIdentity

03 Message01 Relevance

02 Audience

The TOP 5 Aspects of a Successful Brand

14

Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

03: MESSAGEIs your message clear?

A targeted message is read and absorbed more readily than a generic one.

•  Identify and understand your AUDIENCE (outreach clients, supporters, donors, the media)

•  Present a clear MESSAGE

•  Use the correct TONE

•  Tell your audience what ACTIONS to take

•  Present your text CLEARLY

- Different text sizes for headings, subheadings and paragraph text

- Use bulleted lists

- Use whitespace and margins

15

Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

03: MESSAGEHow can my message be more clear?

•  Give the most important information first

•  Limit the number of messages

•  Tell audiences what they need to do

• Tell your audience what they will gain from understanding and using the material

•  Choose your words carefully

✓ WORDS of 1 or 2 syllables

✓ SENTENCES between 8 and 10 words

✓ PARAGRAPHS between 3 and 5 sentences

16

Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

03: MESSAGEHow can my message be more clear?

•  Give the most important information first

•  Limit the number of messages

•  Tell audiences what they need to do

• Tell your audience what they will gain from understanding and using the material

•  Choose your words carefully

✓ Keep it short

✓ Communicate as if talking to a friend

✓ Avoid talking down to your audience

✓ Use an encouraging tone

✓ Limit jargon, technical or scientific info

✓ Choose words with a single meaning

✓ Be consistent with word use

✓ Use analogies familiar to your audience

✓ Avoid abbreviations or acronyms

✓ Limit use of statistics

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Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

03: MESSAGEWhere do you present your message?

•  Mission Statements

•  Press Releases

•  Brochures, Fliers, Door Hangers

• Websites

•  Advertising

•  Media Interviews

•  Blog Posts, Tweets

•  Correspondence

• “On Hold” Messages

•  Word of Mouth

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Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

03: MESSAGEPre-test your materials with a samplegroup from your audience

•  Readability Level

•  Understanding of key messages

•  Understanding of calls to action

✓

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Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.20

Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.21

Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.22

Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.23

Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

(redesigned �ier)

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