United WayCommunications, Marketing and Messaging

June 30, 2011

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Agenda

• Communications

– The changing landscape

– Trust

• Message and messaging

• Message platform

• Incorporating key messages in public communication

CommunicationsTrust

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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.

CommunicationsTrust

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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.

CommunicationsTrust

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Communications The Changing Landscape

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• Direct to multi-channel

• Programs to partnerships

•Shareholders to stakeholders

Communications is now about public engagement

United WayMessage and Messaging

October 28, 2010

Communications Effective Messages

M=EC3

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Communications Effective Messages

M = EC3

Message =

Emotion

Credibility

Contrast

Connection

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Communications Effective Messages

• Two or Three

• Brief

• Accurate

• Simple

• Vivid, colorful language

• Facts

• Statistics (sparingly)

• Examples

• Anecdotes

• Experts

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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.

United WayMessage Platform

October 28, 2010

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Communications

Communications Coherent Messages

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Lee ScottPresident and CEO

“Save Money; Live Better”

Leslie DachEVP 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 McMillonSam’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-WrightPresident Wal-Mart, US

“Wal-Mart’s merchandise, affordability and convenience help our customers save money and

live better lives.”

Linda DillmanEVP, 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 ChambersEVP, People Division

“Wal-Mart associates have the opportunity to build careers and to create better lives for themselves

and their families.”

John AgwunobiPres., Prof. Services

“Business has a role to play in offering health care solutions that help people save money and live

better, healthier lives.”

Communications Message Platform

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Communications Message Platform

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Communications Contact

Wilhelm “Bill” Meierlingtel +1 703 836 7112 ext. 283

cell +1 202 573 9812

email wilhelm.meierling@unitedway.org

skype wilhelm.meierling

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Thank you