Nonprofits have to compete harder than ever to win the attention of a media-saturated public. That's why it's crucial for nonprofits to develop strategic messaging.
Strategic messaging is a focused attempt to reach an audience with a clear, consistent message. It keeps you in control of your message and uses your organization's resources to its best advantage. Strategic messaging helps you say it right – every time – to your audiences.
The Confluence Project management team wanted to take a fresh look at the effectiveness of its marketing materials, and create a plan for future marketing and communication efforts. The planning process included meetings with Confluence Project management and its partner agencies.
The planning process led to the realization that end-users interact with the Confluence (the place), while stakeholders interact with the Confluence Project (the organization). This “dual brand” acknowledges the different relationships and works to maintain both. It also clearly distinguishes the Confluence, the place, from Confluence Project, which is an organization of people that supports a place.
The planning process helped Confluence Project management gain clarity into how they communicate to their target audiences. It helped them focus their message and their thinking, helping them become more effective in their communications.
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