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Transcript of Creative communications
Strategy or plan: What's the difference?
18, studying Zoology
George - New student (Penryn)
Identifying target audiences
Why do we need to get creative? Planning your communications
Identifying key messages
Creating audience personas
25, MSc Finance and Management, international
Xingyu - New student (international)
• The difference between a communications strategy and a communications plan.
• Branding guidelines.
• How to create key messages relevant to your target audience.
• How to identify your target audience.
• Sets out communications aims and objectives.
• Identifies target audience.
• Sets out how the plan will be evaluated.
• Identifies budget.
• Identifies key messages.
• What needs to be done to achieve your objectives?
• Timeline for delivery.
• How you will execute each part of the plan?
• Which tools you will use?
Scoping / design brief
• An outline of the research you want to communicate.
• How the finished product should look / sound etc...
• Your key messages.
• Your key target audiences.
The primary group of people your communications are aimed at.
Different audiences are reached using different media and tactics.
Who do I want to inform about my research?
What are others in your field already doing?
Are there any successful communications you could learn from?
Enable more accurate targeting of communications.
Allows you to create communications for a specific person, rather than a generalised audience.
Creating key messages
Key messages are:
• The essence of what you want to communicate.
• Short sentences that articulate the value your research to your audience.
• What is needed to engage people.
Key messages help you to:
• Prioritise and crystallise information.
• Stay focused when speaking / communicating about your research.
• Measure and track success.
• Ensure consistency, continuity and accuracy.
For key messages to work for your audience they must:
• Be relevant and interesting.
• Appropriate for your target audience.
• Include meaningful information designed to stimulate action.
• Be compelling.
Key messages must also:
• Be coherent.
• Be short and to the point.
• Include adjectives and action phrases that can be worked into other communications.
• Use an active rather than passive voice.
• Be simple and easy to understand.
Example key messages
Key messages for a film on volcanic aerosols and safe air travel.
Volcanic eruptions that emit significant quantities of ash cause major air travel disruption.
We have a suite of aircraft and ground-based instruments that can validate forecasts and minimise air traffic disruption.
We are developing the UK’s resilience to such volcanic eruptions.
Our work is leading to savings for the airline industry.
These eruptions can cost the airline industry billions of pounds.
Ensure use of the Exeter logo meets banding guidelines.
Is there any college / discipline / service branding you could use?
Are there are any college / service / funder logos you need to use? Are there any guidelines around how these are used?
Have the correct white space around the Exeter logo.
Strategy or plan: What's the difference?
Identifies the need to increase research funding from NERC by demonstrating the impact of our NERC funded research.
Identifies the way to do this is to produce some videos about NERC research impact.
Looks at the audience and key messages set out in the strategy and sets these out in the context of the research for the video supplier.
Identifies how you will disseminate the finished videos to reach your target audience and reinforce the key messages.
Give you a reliable and realistic representation of your key audiences.
Express and focus on the major needs and expectations of your most important user groups.
Describe real people with backgrounds, goals and values.
Laptop, android phone.
Twitter, Facebook, Instagram, Snapchat, Whatsapp, Reddit, Vine – Retweets stories about animals and climate change, follows political parties.
A levels: Biology, Physics, Geography and Art. Edinburgh was his first choice, so he’s a bit surprised to be in Penryn – his second choice.
Doesn’t have information about modules, what Penryn is like, and hasn’t booked accommodation.
Looking forward to field trips abroad.
Intelligent and wants to be challenged by his course, but also wants to get the most out of his university experience.
Less sporty, slightly hippy, wants to see what is on offer and get involved in lifestyle-type societies.
Environment, disaster and humanitarian relief, science and technology – quite political.
Likes films and culture.
Macbook, iPhone, iPad
Instagram, LinkedIn, WeChat, Sina Weibo
Studied Business and Economics as an undergrad in China.
After graduating she plans to return to China to seek a career as business growth strategy consultant.
Researched a lot of UK universities before choosing Exeter so wants to feel she’s made the right choice.
Wants to know there is support for study-related problems, the transition to PG study, and any language problems she might have.
Passionate about finance and wants to extend her knowledge of business.
Career focused, Exeter’s global rankings and reputation – the course is really important, including who will be teaching her.
Enjoys exploring the local area as this is her first time living in the UK.
Wants to meet other students from China
Quite serious and spends a lot of time studying, but also likes classical music to relax and socialise.