HOW TO DEFINE KEY MESSAGES?
After defining objective and mapping local groups relevant for communication strategy, you need to create key messages which will stimulate these young people to engage. In this step, feel free to be creative as much as you can.
For creating unique and appropriate key messages, you need to keep in mind that various segments of your target group have different needs which they are expecting to receive from your side, so you need 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.
Steps to do it:
Step 1.
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?
-
- Covering the expenses of travel and accommodation
- Meeting new people
- Learning a language etc.
Step 2.
Try to translate that into “need” of that segment. List all needs of one segment.
Step 3.
Think of “needs” both, as an opportunity to solve some problems they have or as an opportunity to gain some additional value from you.
Step 4.
When you defined all needs, help your target group to achieve them. Transfer your help to them into OFFER.
For example, young people in education outside of their home cities need information on the professional value of the program. 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.
While creating key messages, your style should be positive and casual. Key messages should be adjusted according to the type of social media you will choose for dissemination (number of characters, hashtags, etc.)
The most common social media platform used among young people in education outside of their home cities is Facebook. On Facebook you will be attracting an audience with useful content and growing awareness. However, you can dedicate few posts on your Instagram or Twitter directed towards them.
- create posts that show success stories
- use few hashtags – #success #career #international
- do not forget @ tag
- post stories – testimonials, direct to new post, etc.
- use hashtags – #experience #learn #youth #international #career
- short text (120 characters)
- hashtags – #adapt #learn #travel
Choose the one social media platform which is most popular among youth you wish to attract, in your area. Scan Facebook, Instagram, or Twitter pages of organizations or/and which you listed in the step before. Do not forget alumni youth- sharing their experiences and success stories you can encourage youth to take part in your program.
Here are some examples of key messages you can use for publishing on your social media profiles:
Facebook:
– What do you think are the most important benefits of youth mobility? Answer in comment.
– Experience cross-border mobility, broaden your #knowledge and learn new #skills.
– Work on your foreign language proficiency through mobility programs.
Instagram:
– If you want to explore the world and meet new friends (insert name of the program) is just right for you – check out the link in our bio for more information (insert a picture)
Twitter:
– Join in (insert name of the program) and enhance job prospects #career #mobility #competence