1. United Way Communications, Marketing and Messaging June 30, 2011

2. UW_Template_022704 2 Agenda Communications – The changing landscape – Trust Message and messaging Message platform Incorporating key messages in public communication

3. Communications Trust UW_Template_022704 3 Q. I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On a 9- point scale where one means that you ―DO NOT TRUST THEM AT ALL ‖ and nine means that you ―TRUST THEM A GREAT DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in 22 countries and the U.S.

4. Communications Trust UW_Template_022704 4 Q. When a CEO makes business decisions for his or her company, which stakeholder SHOULD BE most important to a CEO’s business decisions? Informed Publics ages 25-64 in 22 countries.

5. Communications Trust UW_Template_022704 5

6. Communications The Changing Landscape UW_Template_022704 6 Direct to multi-channel Programs to partnerships Shareholders to stakeholders Communications is now about public engagement

7. United Way Message and Messaging October 28, 2010

8. Communications Effective Messages M=EC 3 UW_Template_022704 8

9. Communications Effective Messages M = EC 3 Message = Emotion Credibility Contrast Connection UW_Template_022704 9

10. 10 Communications Effective Messages Two or Three Brief Accurate Simple Vivid, colorful language Facts Statistics (sparingly) Examples Anecdotes Experts

11. UW_Template_022704 11 Communications In Telling Your Story, Remember That “News” is: Something different today than yesterday. Surprising, unexpected, or counterintuitive. The first, biggest, most comprehensive. Raising new issues, problems, solutions. Linked to what’s already in the news. Intriguing to your neighbor.

12. United Way Message Platform October 28, 2010

13. UW_Template_022704 13 Communications

14. Communications Coherent Messages UW_Template_022704 14 Lee Scott President and CEO “Save Money; Live Better” Leslie Dach EVP Corp & Gov Affairs “From jobs to health care and the environment, we play a role in society : helping people save money so they can live better.” Doug McMillon Sam’s Club CEO “ Sam’s Club lowers the cost of doing business for small business, so our members can save money and live better.” Eduardo Castro-Wright President Wal-Mart, US “Wal-Mart’s merchandise, affordability and convenience help our customers save money and live better lives.” Linda Dillman EVP, Benefits “By getting more value for our health care dollar we save people money and help them live better, healthier lives.” Mike Duke, Vice Chairman, WMT Int’l “No matter the culture or language, Wal-Mart’s mission is universal: saving people money so they can live better.” Susan Chambers EVP, People Division “ Wal-Mart associates have the opportunity to build careers and to create better lives for themselves and their families.” John Agwunobi Pres., Prof. Services “Business has a role to play in offering health care solutions that help people save money and live better, healthier lives.”

15. Communications Message Platform UW_Template_022704 15

16. Communications Message Platform UW_Template_022704 16

17. Communications Contact Wilhelm “Bill” Meierling tel +1 703 836 7112 ext. 283 cell +1 202 573 9812 emailwilhelm.meierling@unitedway.orgwilhelm.meierling@unitedway.org skype wilhelm.meierling UW_Template_022704 17

18. Thank you