Day 17 – Key Marketing Messages

Review our key marketing messages.

When I began working at the American Red Cross four years ago, I searched for ways to succinctly describe the profound impact of our complex organization.

A small group of us went through a creative process to develop key messages that would be 1) conversational, 2) memorable and 3) differentiating. The upshot was that we defined our role here in the Greater Kansas City region using these three simple words:  We are there.

All of our marketing materials, communications efforts and media relations can anchor on that theme. We are there!

To add dimension and depth to that phrase, we added these three points:

  1. We prepare. Before you need us, we are there, anticipating the unexpected.
  2. We respond. During emergencies, we are there, providing immediate relief and reassurance.
  3. We restore. After disasters, we are there, rebuilding lives and communities.

This framework provides the DNA of our communications, the genetic code upon which we can base all of our marketing and communications endeavors.

This idea was originally created as part of the Rejuvenation Project, a month-long challenge to find one actionable idea per day that could help me to 1) keep my batteries charged, 2) remain focused on career priorities and 3) rejuvenate the creative spirit.

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