#Echo13 :: Dawn Baldwin – Communication Strategy

 Dawn Baldwin

Dawn Nicole Baldwin speaks on strategic branding at conferences nationwide, guest lectured on marketing strategy at the Graduate School of Business at the University of Chicago, which is rated as one of the top ten MBA business schools in the world, and is considered one of the leading experts on branding and marketing for nonprofits and ministries.

Communication Strategy

  • Part of defining the solution in communication is knowing what the problem is.
  • It’s critical to know where our audience is today.
  • We are in an age of information overload.
  • The average person spends 32 hours online per month.
  • We have become digital junkies.
  • As communicators we’re not helping the situation, but we’ve got the coolest story on the planet.
  • Often times though our story is what is competing with everything else. Our message can get lost in the noise.
  • Sometimes ministry teams are so big that people start operate individually. This can lead to silos and different voices can creep in.
  • Just because we can, does that mean we should?
  • Now effective communications involve conversations in a variety of channels.
  • Pressing send does not mean that we’ve actually communicated.
  • The greatest challenge with communication is the illusion that it has occurred. – Charles Kettering
  • There needs to be communication curation happening in your ministry.
  • Where are we going? Who are we serving? What are we doing well?
  • Vision – we’re not trying to reinvent vision, but we’re trying to think about how we’re communicating our vision.
    • Everything you do needs to anchor back to support your one big idea.
  • Who are you serving? - What are their needs? How are their needs changing? What is their perception of your organization?
    • This isn’t just about demographics. This is more about their mindset. What do they have in common.
    • Why are people coming to your church?
    • Tailor your message so that you’re really speaking the language that your people understand.
  • What are you good at? What are your unique strengths?
    • Know what works for your organization.
  • These questions will help support your one common goal.
  • The human brain can only truly focus on one thing at a time.
  • When we tell people to focus on lots of things, they tend to not see anything.
  • As ministries when we list endless opportunities it converts into white noise.
  • What’s the one big thing that we’re trying to communicate and how is this reinforced in the second tier communication?
  • What are the common denominators and how do you communicate it in a way that matters to your audience? How is what you’re doing fitting into their story?
  • Ministries are unintentionally competing with each other for the time and attention of the congregation.
  • Have you asked your audience how they like to be communicated with?
  • Knowing what we’re good at and what we’re not.
  • The problem when inspiration stops short of creativity, is it robs the unique call that God has for a church.
  • Unify your efforts to get a better glimpse of the big picture. A big part of solving this problem is creating a system for prioritizing your communications.
  • We need to shift to more a strategic alliance. Help the audience sort through what is important and when.
  • If we don’t tell people what is important, then nothing is important.
  • Create different buckets for visibility. High, Medium, and Low visibility.
    • High Visibility – Primary front doors that apply to most people, or we want to strategically promote.
    • Medium Visibility – Large groups with shared interests and immediate next step actions.
    • Light Visibility – Everything else.
    • This bucket system needs to be rolled out by senior leadership, so all of your ministries don’t hate you as a communication director.
    • You need to have tools to replace things.
  • Simplify and focus our efforts.

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