Planning / Message

5. Choose and Refine Your Message.

Now it’s time to create a highly tailored message that will engage your audience.

You will want to make sure that the message conveys your brand, which is the image you want to convey to everyone who hears about your organization. Your brand image should spring to mind immediately as someone hears your name. Examples are Coca-Cola and Kleenex, which have become synonymous with their products.

A logo and slogan can help you spread your brand. Choose colors for your organization that can help carry your brand message as well. Make sure that you use your logo, slogan, and colors on all of your materials, from your e-mail signature to your business cards to your posters, brochures, and Web site.

Your brand should convey that you can help parents care for their children. As you refine your message for each communications project, make sure that you incorporate your brand message as well. Here is the process:

• Draft a message. Consider all of the information you have gathered thus far, then phrase your message in a way that will capture the attention of your audience, and move them to act.
• Test that message. Use any research method to see how they respond. Testing will assure you that your message is effective. If tests show your message is not effective, you can make adjustments before you invest time and money in creating, printing, and distributing materials.
• Repeat. Continue this process until you have a message that produces the response you would like from your audience.

Next, choose your tactics.