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JRF communications strategy

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Proposed communications strategy for Jaipur Rugs Foundation.

Text of JRF communications strategy

  • 1. Communications Strategy for JRF Giving voice to artisans & their communities
  • 2. Who is our audience?
  • 3. What are the key goals we wish to achieve?
  • 4. How do we want our target audiences to perceive us? What actions do we want them to take?
  • 5. Internal audience: JR staff & management
  • 6. Culturally diverse villagers and artisans
  • 7. Direct local supporters
  • 8.
      • Researchers & Donors
  • 9. What resonates with them?
  • 10.
  • 11. Imbibing the social philosophy Re-branding
  • 12. Its about people, not carpets! Weaver + Customer = Bhagwan
  • 13. Brand Positioning Statement
    • Foundation for communications but not the messsage itself
      • JRF is the social initiative of JRC,
      • a social enterprise.
  • 14.
      • Training materials for new hires
      • Manual & script
      • Baseline assessment for new areas
      • MIS for knowledge management & documentation culture
    Internal Initiatives
  • 15. Primary grassroots initiative
    • Posters & branded material for weavers
    • Promotional video of NKCs vision
      • Success story content
      • Standardized certificates & motivational materials
  • 16. Digital initiatives
      • Website
      • Research & media portal
      • CRM/Database
      • Newsletter
  • 17. Let the artisan tell her story through photo, video & text
  • 18. I had to know and understand my own story before I could listen to and help other people with theirs. ~Barack Obama
  • 19. Culture is not about what is absolute, real, or true. Its 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
  • 20. We must first envision the new future, and then use the past to legitimize this future. --Michael Margolis

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