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10. Craft the Tone of Your Message
The purpose of this exercise is to define the attitudes, traits, and characteristics of your campaign.
The goals and audience of your campaign will determine the tone of the messaging. For example, a campaign that is intended to inspire can demand a very different tone than a campaign meant to mobilize. Understanding the persona of your audience makes it more likely that they will engage with your message. The more relatable you can make your campaign, the more impactful it will be to others.
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The Exercise
1. Draw several stick figures on a large piece of paper. These figures represent the target audience you identified for your campaign.
» Give them a first and last name.
» Discuss the traits that would describe this person.
» Write your responses on the paper below each stick figure.
2. Imagine this person walking into the room and asking the “How might we…?” questions from the issue section (Ex. 4) of your campaign canvas.
» State each question to your group.
» What are their interests, goals, motivations, and/or pain points?
» Write each down on a sticky note and add it around the stick figures.
3. Next, take a large piece of paper and draw a speech bubble that takes up the entire page. Consider the person who represents the audience for your campaign.
» What is the person’s voice like? Describe how they talk and their tone of speech.
» Write down each on a sticky note and add it in the speech bubble.
4. Capture the work completed with a series of photos.
30 minutes
- Sticky Notes
- Markers
- Large paper
Notes:
10. Craft the Tone of Your Message (continued)
Reflection
Discuss the following with your campaign team.
» Take a step back and review the persona that you have created to represent your audience.
» Is there anything that you would like to add or revise?
» Draw a star next to the persona and tone descriptions that you feel will best resonate with your broader audience.
Update the Campaign Canvas
Build your plan by completing sections of the Campaign Canvas that have Ex. 10 next to the heading title.
» Personality & Tone
