A. What does each of our identified target audiences know and believe about us today?

B. What is the single most important message that we must communicate to ALL of our target audiences?

C. What evidence can be used to support the claim that we make in our single most important message?

D. List the single most important message that we must communicate to EACH target audience. (This might

or might not be the same answer as in item A.)

ACEVO/IG/Marketing Strategy/V3-DN 9

6. Messages

(CONT)

E. What evidence can be used to support the claims for each message listed in item D?

F. What happy clients do we have today that we can reference in our communications? What service did

they buy/ make use of from us, and why are they happy?

G. What kind of personality do we want to portray in our communications? What tone? What passion?

H. What is the net impression about our organisation or offering that we want clients and partners to take

away after each interaction with our organisation?