Once you know who your target group is it will be a lot easier for you to develop the key messages, or the main messages that you want them to see in order to take part in youth mobility.
After you choose your target group or groups you will notice that various segments of your target group have different needs which they are expecting to receive from your side.
So, what you need to do is to create values which will help each segment of the target group to finish their task (read something, learn, inform or do) and achieve benefits from it, to be satisfied.
When creating a value proposition for your target groups, have in mind some of the most important elements like accessibility, performance, risk reduction, newness, customization, getting the job done, security, convenience/usability, status, cost reduction, design and price. By doing this for each job and each segment of the target group, you’ve actually created a value proposition of your project.
First step
In the context of your work and your offer (youth mobility), what one segment of the target group (the one you prioritized first) expect from you?
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- Traveling
- Meeting new people
- Learning a language etc.
Communicate with the youth
Try to translate that into “need” of that segment. List all needs of one segment.
Communicate with the youth
Think of “needs” both, as an opportunity to solve some problems they have or as an opportunity to gain some additional value from you.
Forth step
When you defined all needs, help your target group to achieve them. Transfer your help to them into OFFER.
This OFFER is a VALUE you want to deliver to some segment of the target group. Next step is to involve those VALUES into communication messages.
For example, students value developing their personal competence, such as learning new language or meeting new people. They need to find correlation between their value and youth mobility. By informing them about mobility programs and opportunities to learn different languages you can encourage them to participate.
A message is a simple and clear idea that acts as a guiding principle for all kinds of communication – everything from the content of all communication means. It is essential to think about the audience every time you communicate. Different target groups are reached by different tactics via different channels and tools. Messages need to be tailored to be appropriate for different target groups: what is relevant to local policy makers might not be interesting for the general public.
A message is not the same as an advertising slogan or a marketing line.
When developing a message, be sure to use a certain style:
Educational Style:
The communicator plays an educational role in learning others about impact of youth mobility on society/individual and so he/she is able to train the end-user about the message content.
Entertainment Style
Communicator provides the information about youth mobility while trying to amuse the end-user, such as using fun facts about youth mobility, stories etc.
Informative Style:
The communicator is neutral in disseminating the message about youth mobility. He/she just provides useful information, data and news, such as possibilities of youth mobility available.
A mix of the previous categories
Use of combinations, entertainment/ informative style or educational/ informative/ entertainment style.
How to develop key messages:
1. Keep it short and simple:
Try to describe your project in one short and single sentence! What would be the best possible headline about your project in the media? What is the main benefit of your project (value you have defined)!
2. Connect it with the target groups:
List all relevant target groups, create a table and match each audience with a communication objective. State what you want to achieve by communicating with them.
3. Specify information:
Define the ideas and information you need to communicate to achieve these objectives. This is the basis for your messages.
Messages can come in a form of a statement, idea or assertion:
“(x) is a problem and (y) is the solution.”
“Project (x) enables (actors) to cooperate on improving (y).”
“The work of project (x) is valuable because (y) and (z).”
“(actors) must share solutions on the issue of (x) because...”
“(x) must take action on the issue of (y), otherwise (z) will happen.”
Examples:
- Lack of language and communication skills can be a problem while youth mobility can be the solution.
- Youth mobility will enable young people on improving their social skills.
- Youth mobility is valuable because you will meet new people and improve your skills in order to be more prepared for future employment.
- Discover the world and new cultures with youth mobility.
- Take part in youth mobility, improve your language skills and meet new people.
Table of content
- Communication strategy guide
- What is a Communication strategy?
- What are the benefits of having a Communication strategy?
- Steps of creating a communication strategy
- Define the communication objectives
- What are the benefits of having a Communication strategy?
- Develop the key messages
- Choose the communication tools & specify the timeline
- Tips & tricks for writing unique messages
- Define the responsibilities
- Check financial and human resources
- Develop the key messages