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?

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

JRF communications strategy

Text of JRF communications strategy

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