PUBLIC IMAGE WORKS! Combining the best of marketing principles and organizing practices to call attention to important issues and 
 to mobilize action for success
ACTION PLAN! • WHOʼS involved and what are their SPECIALTIES?$ • WHAT is the shared VISION? $ • WHAT are your GOALS?$ – Short, Medium and Long Term$ • WHERE is the PLACE?$ • WHEN is the TIMELINE?$ • HOW will you achieve your goals? What concrete ACTION & RESULTS do you want to see through your efforts?$ • Include a COMMUNICATIONS component$
IDENTITY • • • • •
Internal Understanding$ Visual Identity$ Message Identity$ Sensory Experience$ Interactive Experience
IDENTITY: Internal Understanding • • • • •
Vision$ Mission$ Core Values$ Tone$ Unique Qualities$
IDENTITY: Visual • • • • • • • •
Logos$ Colors$ Fonts$ Style of graphic elements$ Photos$ Composition$ Flow of information$ Materials$
IDENTITY: Message • • • • • • •
Names$ Slogans$ Greetings$ Short verbal introductions$ Long verbal introductions$ Short written phrases$ Long written pieces$
IDENTITY: Experience • • • • • •
SENSORY$ Sounds$ Smells$ Touch$ Taste$ Interaction (events/website/social media)
PUBLIC IMAGE REVIEW Take time to review your Public Image elements on an annual basis. Big shifts in Strategic Action Plan necessitate a more in-depth review
• Identity Evaluation$ • Audience Mapping$ • Compare & Contrast
IDENTITY EVALUATION • • • • • •
Goal$ Core Values that guide operations$ Ways you achieve your goals$ Tone you want to use$ Unique Qualities that set you apart$ Action Plan overlaps?
AUDIENCE MAPPING “Audiences” are people who can help you achieve your goals$ • • • • •
Identify Priority Audiences$ Chart Needs & Motivations of Audiences$ Chart Needs & Motivations of Organization$ Identify “Highest Common Denominator”$ Immediate Message ideas?$
IDENTITY MATCH-UP • Display current Identity elements$ • Identify strengths - relating back to goals & audiences$ • Identify weaknesses - relating back to goals & audiences$ • Make a recommendation$ • Get perspective from stakeholders$
PLANNING AN IDENTITY ENHANCEMENT • • • •
Timeline$ Capacity to manage$ Budget to implement$ Time and stamina to see it through$
NEXT STEPS • Do you need an Identity Evaluation & Audience Mapping session?$ • Complete the Identity section of Guide before Promotional session. $ • Follow Up Webinar April 11$ • “Just In Time” additional consultation$