Welfare 30 - Communications Workshop Day 1

1. 30th Anniversary -
Communications
Communication today - An overview
Ramallah - Feb 10 - 2013
Session #1
by @rchakaki
Monday, February 25, 13

2. “If I look at the masses,
I will never act. If I look
at one, I will.” - Mother
Theresa
Monday, February 25, 13

3. Agenda
1. Simplicity in communication
2. Define branding & identity
3. Understand the branding Process
4. Define the WF 30th Brand attributes
5. Build consensus on brand messaging
6. Develop YOUTH milestone messaging
7. Define the WF 30th core value & strengths
8. Discuss & Agree on brand communication across all
material and communication channels
9. Establish a clear message communication approach
10.Identify key stakeholders & define their characteristics
11.WF 30th key milestones - YOUTH
Monday, February 25, 13

4. Session format
• interactive - dialogue
• open & transparent
• productive - notes & outcome
• provide constructive criticism
to improve the process
Monday, February 25, 13

5. will’s and won’t’s
• will
• focus on 30th anniversary
• introduce social media communication tools
• tweak processes to facilitate communication
• highlight areas of improvement to be adopted
longterm
• measure outcome
• will not
• build or change the WF communication strategy
• change the WF brand
• stop current workflow
Monday, February 25, 13

6. simplicity in
communication
Monday, February 25, 13

7. Designing for today’s Attention Span
9 seconds
Monday, February 25, 13

8. shorter - faster - more relevant
Hyper-
connectivity
shorter Hyper-
attention transparency
spans
the micro cycle
Miniaturization
of content, Fragmentation
products, and of demand
services and supply
Monday, February 25, 13

9. manual
first: listen
capture edit publish engage
social worker
volunteer
partner social media manager
photographer 3rd party producer social media manager members
journalist volunteers
3rd party producer
newsletters
train on social website fb campaigns
standardize format
content capture traditional media advertising
SEO
Monday, February 25, 13

10. automated
capture publish engage
social worker
social media manager
volunteer
website members
partner
social media sites volunteers
photographer
journalist
3rd party producer newsletters
live bloggers & tweeters fb campaigns
advertising
SEO
Monday, February 25, 13

11. Content Dissemination & Outreach
30th WF App
Monday, February 25, 13

12. Monday, February 25, 13

13. Monday, February 25, 13

14. defining brand
Monday, February 25, 13

15. Brand - is a mixture of attributes, tangible and
intangible, symbolized in a trademark, which, if
managed properly, creates value and influence.
Monday, February 25, 13

16. attributes values loyalty
(product function & features)
(product function & features)
personality
quality
brand equity
image &
manifestation
awareness
Monday, February 25, 13

17. what would the welfare be if it was a person?
Monday, February 25, 13

18. what would the welfare brand be if it was a family?
serious creative
rich formal
optimistic
complicated
down-to-earth
fun simple
innovative peaceful
Monday, February 25, 13

19. team input
30th brand attributes, values, personality
As a person As a family Outlook
rich old man democratic one welfare
young child centralized clear vision
well known celebrity loyal down to earth
palestinian identity w beneficiaries integrated with a
philanthropist loving
professional approach at work
snob monopolistic working from the heart
chaotic sky is the limit less/no bureaucracy
elite happy
doesn’t read much effective
action oriented cooperative
work for cause, ownership & loyalty
grassroots + hands-on
appreciates 1$ as much as 1m$
Monday, February 25, 13

20. Welfare Association Brand Assessment
Monday, February 25, 13

21. process engagement feedback data analysis
message & theme &
stakeholders channels
content brand
your campaign
strategy &
budget
building vision &
objectives
timelines
blocks
Monday, February 25, 13

22. why develop the 30th Anniversary brand?
Key to a brand success is to establish differentiation, relevance, coherence
and reputation for the 30th Anniversary among the internal and external
stakeholder groups.
• The Branding Process
• Define requirements
• Develop the brand
• Adopt the brand
Monday, February 25, 13

23. Inputs to develop the 30th Anniversary Identity
• Welfare Association Brand Guidelines
• Stakeholder definition
• Communications Channels / Medium
• 30th Brand Vision & Messaging
* Brand development by third party / 30th Communications Team
Monday, February 25, 13

24. The 30th Anniversary brand includes..
• Identity, Attributes & Visual Style
• Logo
Imagery
• Typeface & Fonts Personality
Logo
• Language & tone
Values Promise
Logo Attitudes
• Positioning
Symbols
• Consistent presentation Associations
Character
• Internal adoption & representation of the way the organization
operates and communicates
• Communications media - Print - Web - Video & Audio
A Visual Guideline Manual - to be developed by brand developer
Monday, February 25, 13

25. Monday, February 25, 13

26. Brand Analysis
Brand Value
• Defining the core values associated with the 30th Anniversary Brand. These build an emotional connection with the stakeholders and
influence how stakeholders interact with the 30th Anniversary .
• Suggested values for the 30th Anniversary :
• Credibility -
• Integrity -
• Effective -
• Relevance -
• Timely -
• Collaborative -
• Sustainable -
Monday, February 25, 13

27. Communications Material
• Web • Videography Booth & Display
• 30th Anniversary Brochure • Social Media Branding
• Invitations • Ushers’ clothing @ events
• Videos • Gifts & Giveaways
• Infographics
• Presentations
• Photography Booth & Wall
Monday, February 25, 13

28. recap
• brand values are..
• why is it important to have a
coherent brand?
Monday, February 25, 13

29. messaging palestinian youth defy gravity - parkour gaza
Monday, February 25, 13

30. messaging for the shrinking attention span
the macro of micro
• CRAFT a strong narrative and have it reverberate across social news streams.*
• SHRINK
• format
• time
• distribution
• authority
• ENGAGE
Monday, February 25, 13

31. your message -
content basics
• personality!
• visual
• authenticity - in your writing
• relevance - to your audience
• consistency - in delivery
• collaborative - mentions
• simplicity - in layout
Monday, February 25, 13

32. Organization Messaging WA 30th CTA
• WA as a leading organization committed to Palestinian development
• WA as a source of reliable information on Palestinian development
• What people get as members
• The concept of giving and social responsibility among Palestinians and their
supporters
• The role of all staff and members in enhancing communications
• The importance of good knowledge management and knowledge sharing
• The role of communications in enhancing good governance, accountability
and transparency
Monday, February 25, 13

33. Campaign Messaging WA 30th CTA
• 30 years strong
• Spent the past 30 years building - we’re spending this year communicating
• We have stories of a rich culture and a people who survived and thrived against all odds
• We shoulder the responsibility to convey the depth of the Palestinian Human Experience
• We want to give a global voice to the thousands of people who’ve touched our lives
• We want to shine a spotlight on our partners in the field who do the difficult work
diligently and in silence
• We want to connect Palestinians and lovers of Palestine in Japan, Australia, Brazil and
Norway with those in our land through their beautiful tales.
• We want to engage a global audience in rebuilding Palestine through our programs
Monday, February 25, 13

34. Campaign Messaging WA 30th CTA
• Characteristics
• Targeted Calls to Action
• Tailored per stakeholder group
• Share our stories & Data
• Shorter, faster, quicker
• Fund Mustaqbali, XYZ
• Join the Welfare Friends
• NEED MORE SPECIFIC MESSAGES - DEPENDS ON CALLS TO ACTION
AROUND PROGRAMS.
Monday, February 25, 13

35. 30th accomplishments
• # of houses rebuilt
• # of small enterprise supported
• # of people assisted
4 all 2 know
post it on the wall
Monday, February 25, 13

36. Monday, February 25, 13

37. a vision, a plan & measuring tools
Monday, February 25, 13

38. #welfare30
Monday, February 25, 13

39. stakeholders
Monday, February 25, 13

40. who are we addressing?
Individuals
Int’l NGOs
??
??
??
Corporates
Youth
partners
Int’l Gov
Donors
Health
Institutions
Beneficiaries
Jerusalem The Welfare
Architects
Association
Jerusalem
Home
Owners
Monday, February 25, 13

41. segment your target
Monday, February 25, 13

42. Stakeholders
• agree on classification
• agree on priority
• agree on role
Monday, February 25, 13

43. stakeholder analysis
• owner - program manager
• reference - WA-Planning.numbers / WA-Planning.xls
Monday, February 25, 13

44. youth communication
milestones
Monday, February 25, 13

45. communication milestones - YES
Time target Owner
Messaging
Website
FB
Twitter
Content
Infographics
Video
Presentation
Monday, February 25, 13

46. youth communication
milestones
Monday, February 25, 13

47. Agenda Review
1. Simplicity in communication
2. Define branding & identity
3. Understand the branding Process
4. Define the WF 30th Brand attributes
5. Build consensus on brand messaging
6. Develop YOUTH milestone messaging
7. Define the WF 30th core value & strengths
8. Discuss & Agree on brand communication across all
material and communication channels
9. Establish a clear message communication approach
10.Identify key stakeholders & define their characteristics
11.WF 30th key milestones - YOUTH
Monday, February 25, 13