JRF communications strategy
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Transcript of JRF communications strategy
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Communications Strategy for JRF
Giving voice to artisans & their communities
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Who is our audience?
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What are the key goals we wish to achieve?
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How do we want our target audiences to perceive us?
What actions do we want them to take?
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Internal audience: JR staff & management
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Culturally diverse villagers and artisans
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Direct local supporters
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Researchers & Donors
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What resonates with them?
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Imbibing the social philosophy
Re-branding
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It’s about people, not carpets!
Weaver + Customer = Bhagwan
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Brand Positioning Statement
Foundation for communications but not the messsage itself
“JRF is the social initiative of JRC,
a social enterprise.”
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Training materials for new hires
Manual & script
Baseline assessment for new areas
MIS for knowledge management & documentation culture
Internal Initiatives
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Primary grassroots initiative
Posters & branded material for weaversPromotional video of NKC’s vision
Success story contentStandardized certificates & motivational materials
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Digital initiatives
WebsiteResearch & media portalCRM/DatabaseNewsletter
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Let the artisan tell her story
through photo, video & text
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I had to know and understand my own story before I could listen to
and help other people with theirs. ~Barack Obama
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Culture is not about what is absolute, real, or true. It’s about what a group of people get together and agree to believe. Culture is made of stories... ~Thom Hartmann
Those who tell the stories rule the world.~ American Indian proverb
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We must first envision the new future, and then use the past to legitimize this future.--Michael Margolis