Importance of Research to Your Comms Strategy
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Importance of Research to Your Comms Strategy
- 1. Creating Powerful Communications Strategies: CharityComms Seminar 19 January 2011 Research and Insight - the Foundation of an Effective Comms Strategy By Amanda Prosser, Director of communications agency, Public Zone Becky McLauchlan, Head of Communications and Campaigns, Play England Find out more about CharityComms: www.charitycomms.org.uk Sign up for the CharityComms eNews for all the latest charity communications news, views and resources: http://www.charitycomms.org.uk/about/enews.aspx
- 2. Research and insight - the foundation of an effective comms strategy digital with a cause.
- 3. Introducing us Amanda Prosser Director of digital agency Public Zone Public/voluntary sector specialist Marcomms, PR, digital expertise Becky McLauchlan Charity comms specialist Former Play England Head of Communications and Campaigns
- 4. Today’s agenda Why is research and insight so important? How to do it Play England case study
- 5. Why bother with research and insight?
- 6. Multiple benefits Develop criteria to inform decision-making Place the audience at the heart of your strategy Establish a baseline De-risk your approach Gain unexpected insights Convert detractors to supporters
- 7. Here’s a process you could follow… digital with a cause.
- 8. 1. Identify and prioritise target audiences One group or sub-categories? Engaged or disengaged? Ambassadors? How does each group influence/connect with each other? Hardest to reach vs easy targets Are they new, existing, internal or external?
- 9. 2. Decide what questions to ask What they currently think, feel or do? What might motivate them to change or act? How aware of your organisation/cause are they? What do they think of your organisation/cause? What do they want from you? How do you reach them? What media do they consume? consume?
- 11. Social media
- 12. Email database
- 13. Through partners
- 14. On the street
- 15. On the phone
- 16. In their homes
- 21. 5. Secondary research Internet Research organisations (e.g. NatCen) Libraries Partner organisations and peers
- 22. 6. Competitor analysis How are your competitors positioning themselves or their campaigns? What tactics are they using? How can you differentiate your organisation or your campaign?
- 25. What motivates them?
- 27. Messages/calls to action
- 28. Content Draw up criteria by which you can select the best approach or tools Interpretation is key
- 29. 9. Product development and testing Test your messages Multi-variant testing (email, web designs, branding) Prototype testing in usability lab Focus groups Forum feedback
- 30. Case study Play England A case study digital with a cause.
- 31. Need for change Website out of date and unrepresentative Missing social media opportunities Large database under-utilised Internal obstacles to progress > Digital strategy
- 34. Staff research and insights Define and prioritise audiences, work Understand obstacles to progress Resolve differences before project begins
- 36. CRM
- 37. project resourcing
- 39. Creating Powerful Communications Strategies: CharityComms Seminar 19 January 2011 Find out more about CharityComms: www.charitycomms.org.uk Sign up for the CharityComms eNews for all the latest charity communications news, views and resources: http://www.charitycomms.org.uk/about/enews.aspx