jrf communications strategy
DESCRIPTION
Proposed communications strategy for Jaipur Rugs Foundation.TRANSCRIPT
Communications Strategy for JRF
Giving voice to artisans & their communities
Who is our audience?
What are the key goals we wish to achieve?
How do we want our target audiences to perceive us?
What actions do we want them to take?
Internal audience: JR staff & management
Culturally diverse villagers and artisans
Direct local supporters
Researchers & Donors
What resonates with them?
Imbibing the social philosophy
Re-branding
It’s about people, not carpets!
Weaver + Customer = Bhagwan
Brand Positioning Statement
Foundation for communications but not the messsage itself
“JRF is the social initiative of JRC,
a social enterprise.”
Training materials for new hires
Manual & script
Baseline assessment for new areas
MIS for knowledge management & documentation culture
Internal Initiatives
Primary grassroots initiative
Posters & branded material for weaversPromotional video of NKC’s vision
Success story contentStandardized certificates & motivational materials
Digital initiatives
WebsiteResearch & media portalCRM/DatabaseNewsletter
Let the artisan tell her story
through photo, video & text
I had to know and understand my own story before I could listen to
and help other people with theirs. ~Barack Obama
Culture is not about what is absolute, real, or true. It’s 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
We must first envision the new future, and then use the past to legitimize this future.--Michael Margolis