Lesson 4 Message Development 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 Lesson 4 Learning Objectives: List all required elements in a well-developed message Articulate strengths and weaknesses in message strategies Incorporating recommended guidelines, develop a messaging strategy for each target audience Develop a benefits statement (product positioning statement) from an initial draft statement to a final draft of a messaging strategy Module 3, Unit 3

Qualitative and Quantitative Research Simplified objectives Messaging Strategy Key Messages Supporting Points Message Framework Results Chain 3 1 4 Target Audience Venn Diagrams Slogans & Call-to-Actions 2 4P’s B C Benefits Exchange

Lesson Structure Activities and Lectures Agenda Time Activity Type Identify elements of effective 30 minutes Discovery messaging strategy How to develop a messaging 15 minutes Lecture strategy Developing a messaging 45 minutes Individual activity strategy for your site Key messages & slogans 30 minutes Lecture Brainstorm key messages 1 hour Group activity & report out To Instructor This should always come after the lesson objective slide that introduces the lesson. Make sure each row comes in at the same time. Module 3, Unit 3

Activity: Identifying Elements of Effective Message Strategy Purpose: Practice identifying and articulating an effective message strategy Review advertising examples Indicate how 5 critical elements were address Target audience Desired action Promise Support Message Strategy To Instructor Because this is a discovery activity, it is important that the participants do this activity before you present material. Once they have discovered a lot of the information you can quickly review it with slides, or you can skip the slides—they already know it. Follow instructions provided in instructor manual Module 3, Unit 3

Message Strategy To Instructor: Ask participants for a definition of a message strategy Message strategy helps you articulate your campaign’s value proposition and serves as a consistent starting place for developing campaign messages. Module 3, Unit 3

Example: Serena Island Module 3, Unit 3

Questions to Answer Who is the target audience the ad is speaking to? What is the desired action of the target audience? What reward(s) is the message promising? What makes this promise credible? What do you think is the messaging strategy? Module 3, Unit 3

1. Who is the target audience? Local Fishers 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. Module 3, Unit 3

Module 3, Unit 3

Questions to Answer Who is the target audience the ad is speaking to? What is the desired action of the target audience? What reward(s) is the message promising? What makes this promise credible? What do you think is the messaging strategy? Module 3, Unit 3

How to develop a Messaging Strategy Key point The idea should be expressed in a couple of sentences. If it require a paragraph, keep working on it. Linking SMART objectives to your messaging strategy in order to produce key messages Module 3, Unit 3

3 1 Key Message Ideas 2 Messaging Strategy Support Points (draft ideas, not final) Overview of SMART Objectives (For X Audience) 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. 2 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. 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. Module 3, Unit 3

Example from Onon River, Mongolia Pride campaign 3 1 Key Message Ideas (draft ideas, not final) Overview of SMART Objectives (For local fishers) 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. 2 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 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. MUST include action and benefit CAN also include support and competing behavior

Example from Onon River, Mongolia Pride campaign 3 1 Key Message Ideas (draft ideas, not final) Overview of SMART Objectives (For local fishers) 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. 2 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 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. 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.”

Try for your site – only to Messaging Strategy 1 Overview of SMART Objectives (For X Audience) 2 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. Module 3, Unit 3

Key Messages A key message is a phrase summarizing the concept or the principal idea that you are communicating. Module 3, Unit 3

Principles of Message Development 1. Simple 2. “On strategy” 3. Communicate benefit exchange To Instructor: At this point participants should be able to deduce some of the principles that lie behind good message development. Before showing this set of slides, see how many principles the group can come up with on their own. Discuss each to the level needed. In the end, though, everyone should agree (basically) on the key principles. 4. Audience-focused 5. Actionable Module 3, Unit 3

Key point The idea should be expressed in a couple of sentences. If it require a paragraph, keep working on it. PRINCIPLE 1: SIMPLE It should be an idea that can be expressed and understood quickly and easily. Module 3, Unit 3

PRINCIPLE 2: ON STRATEGY Key point The idea should be expressed in a couple of sentences. If it require a paragraph, keep working on it. PRINCIPLE 2: ON STRATEGY Messages should support campaign strategy focused on behavioral objectives Module 3, Unit 3

PRINCIPLE 3: BE MEMORABLE Key point The idea should be expressed in a couple of sentences. If it require a paragraph, keep working on it. PRINCIPLE 3: BE MEMORABLE Messages are memorable if they are specific, contain a human element, and are personal Module 3, Unit 3

? ? PRINCIPLE 4: BENEFIT EXCHANGE What’s in it for me? Key point The idea should be expressed in a couple of sentences. If it require a paragraph, keep working on it. PRINCIPLE 4: BENEFIT EXCHANGE What’s in it for me? Module 3, Unit 3

PRINCIPLE 5: AUDIENCE FOCUSED Key point The idea should be expressed in a couple of sentences. If it require a paragraph, keep working on it. PRINCIPLE 5: AUDIENCE FOCUSED Identify issues that the audience cares about Module 3, Unit 3

PRINCIPLE 6: ACTIONABLE Ask the Audience to do something specific Key point The idea should be expressed in a couple of sentences. If it require a paragraph, keep working on it. PRINCIPLE 6: ACTIONABLE Ask the Audience to do something specific Module 3, Unit 3

More Rare Principles 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 Key Points Messages should be scientifically accurate Messages should be integrated with Barrier Removal Plans Messages should be appropriate for specific Stage of Behavior Change Messages should be ethical Messages should match the channels (be sure they know what ‘channels’ mean) Module 3, Unit 3

Slogan Key Points: It is a phrase that is repeated. It is an expression, or a favorite line; easy to remember and with attractive words. It is always positive. In terms of a Pride campaign, the slogan represents the brand of your campaign. This brand will be in all your products. A slogan is a phrase that summarizes the main idea of a campaign in a few memorable words. Module 3, Unit 3

Campaign Slogan Examples Manatee Matters to Me I Du love my Dugong, Du you? Flying for Generations Keep Our Kite in Flight To Instructor Ask the students to point out some differences between key messages and slogans, write on the table on the board Module 3, Unit 3

Commercial Slogans "Finger lickin' good.” “Just Do It” “I’m Lovin’ It“ "Don't leave home without it." To Instructor: Ask the students to see if they know these product slogans Module 3, Unit 3

Activity: Brainstorming Key Messages Purpose: Practicing key message principles and how they apply to your sites Find group with most similar messaging strategies – no more than 3 to a group. Brainstorm 3-5 key messages that could apply across all your sites Report out to group To Instructor: All activities should follow this format, with no timing. Any images you need to add in please do so on a separate slide. Follow instructions provided in instructor manual Module 3, Unit 3

3 1 Key Message Ideas 2 Messaging Strategy Support Points (draft ideas, not final) Overview of SMART Objectives (For X Audience) 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. 2 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. 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. Module 3, Unit 3