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AMP it Up: Using Audience, Message and Purpose to Improve Communication and Outreach
Steve ElliottWestern Integrated Pest Management CenterACE Conference, June 2015
A - AudienceM- MessageP - Purpose
leads to
C - ContentD - Design
AMP-CD
It starts with Audience
Audience-Based CommunicationIt’s a processWay to think about things up-front, and execute your strategy going forward
You may do exactly the same, or change radically
AudienceWho do you want to read your website or document?
Who do you reasonably expect to read it?
What do you know about them?
Identify your Audience
If you sell pizza…
Identify your Audience
It isn’t just “People who eat pizza”
Joe’s Campus Pizza Beer Live music Free dorm delivery
Jane’s Fine-Dining Pizzeria & Wine Bar Gourmet menu Tablecloths and candles Wine menu and special
tastings
Jim’s Family Pizza Palace In the ’burbs Bench seating Drinks by the pitcher Sponsors sports teams
Janice’s Domino’s Franchise Fast delivery Cheap
The more you know, the better you can target your audience
Ask what they want, and what they use:• Survey• Stats• Small groups
Look for disconnects between: • What they want and what you deliver
• Who they are and who you think they are
Now show ’em some respect
Don’t ignore their feedback Change to meet their needsRespect their time - Make things easy to find, access and read
Flat web architectureAccessable languageDitch the acronyms
Reflect them in your publications
AudienceWho do you want to read your website or document?
Who do you reasonably expect to read it?
What do you know about them?
Message
What is the top-line takeaway you want readers to come away with?
What feeling/impression are you hoping to create?
Keep it short – one or two simple ideas.
PurposeThe specific reason for the publication – what you want readers to be able to get out of it, and what you’re trying to get from it.
Supports your message, but goes beyond it.
The more clear the purpose, the more focused the content.
Our Web RedesignOld site was static, cluttered and datedWe’d launched or revised several new communication vehicles since the site first went upMonthly e-newsletterBlogTwitter feed
Wanted a content-management back-end
Our Audience
Current and potential IPM practitioners,
IPM researchers extension specialists,
and IPM beneficiaries in the West
Western state and regional programs
Our partner Regional Centers
USDA and federal collaborators
Our Message
The Western IPM Center effectively promotes integrated pest management and links the IPM community in the West.
Our PurposeTo further our mission of promoting IPM development, adoption and evaluation
To serve our stakeholders with useful information
To highlight our activities, impacts and accomplishments
To link the IPM community in the West and function as a hub of information
Not every publication has to serve every purpose
Multiple OutletsMonthly Newsletter
IPM West Blog
Annual Report
Role in Communications Strategy
Newsletter Web Site Annual ReportTwitter
Bulk Email
• Communicate monthly
• Inform of news, meetings, jobs
• Highlight and link other resources
• Easily shared
• Short-lived
• Delivered to consumers
• Official (but updatable) source of Center info
• Jumping off point for IPM resources
• Hub of Western IPM info
• Locates the Center in the IPM universe
• Findable by consumers
• Ongoing argument for Center
• Annual argument for Center
• Highlight recent accomplishments
• Show year-to-year improvement
• Permanent, quality printed product
• Announce other pubs
• Comment on news
• Follow tone of public discussion
• Allows a more informal voice
• Immediate communication
• Send forms, etc.
• Delivered
• Communicate between newsletters
• Place to publish long stories
• Permanent archive
Blog
From AMP, a Web Content PlanInformation about the Center
A collection of IPM resources
Information about our grant program
Information about our projects and accomplishments
Our Old Site
13 main-level pages; 17 header-link options. Bah!
AMP also shows youwhat you can leave outIf it doesn’t serve your audience…
Support your message…
And further your purpose…
Leave it out!
About Us IPM Resources Grant ProgramsCenter Projects
IPM Headlines
First Cut Site Map
Slightly Cut Down
About Us IPM Resources Grant ProgramsCenter Projects
First-Build Draft
About the Center
SearchableData
SourcesCenter Grants
Center Projects
People
Publications
Western Partners
Contact
Steering Co.
Advisory Co.
Newsletters
Annual Reports
PMSPs and Crop Profiles
Pesticide Use Data
Info Request Replies [DB Query]
Priorities
For Applicants
Leveraged Funds
Impact Eval.
Logos
Signature Programs
Current Projects
Project Websites
Project Reports [DB Query]
Tribal
Weeds Subgroup
Active Projects
Recent Projects
State Programs
Invasives
Crop Pest Loss
Weather Tools
Press releases
Fliers
IPM in the West
Ongoing Research
Success Stories
Agriculture
Community
Natural Areas
By State
Regional Programs
Project Publications
Water Quality
Pesticide Label Data
Report Form
Staff
Directors
About the Center IPM in the West Center Grants Center Projects Searchable Date Sources
Home - Final
About the Center
SearchableData Sources
Center Grants
Center Projects
People
Publications
Western Partners
Contact
Steering Co.
Advisory Co.
Newsletters
Annual Reports
PMSPs and Crop Profiles
Pesticide Use Data
Info Request Replies [DB Query]
Priorities
For Applicants
Leveraged Funds
Impact Eval.
Signature Programs
Current Projects
Project Websites
Project Reports [DB Query]
Tribal
Weeds Subgroup
State Programs
Invasives
Crop Pest Loss
Weather Tools
Press releases
Fliers
IPM in the West
Success Stories
Agriculture
Community
Natural Areas
By State
Regional Programs
Project Publications
Water Quality
Pesticide Label Data
Staff
Directors
For Recipients
Logos
Report Form
RecentProjects
Pollinators
Westernipm.org
