HOW TO DEFINE KEY MESSAGES?
After defining objective and mapping local groups relevant for communication strategy, you need to create key messages which will stimulate young volunteers to engage. In this step, feel free to be creative as much as you can.
For creating unique and appropriate key messages, you need to keep in mind that various segments of your target group have different needs which they are expecting to receive from your side, so you need to create values which will help each segment of the target group to finish their task (read something, learn, inform or do) and achieve benefits from it, to be satisfied.
Steps to do it:
In the context of your work and your offer (youth mobility), what one segment of the target group (the one you prioritized first) expect from you?
- Gaining experience
- Meeting new people
- Contributing to society etc.
Try to translate that into “need” of that segment. List all needs of one segment.
Think of “needs” both, as an opportunity to solve some problems they have or as an opportunity to gain some additional value from you.
When you defined all needs, help your target group to achieve them. Transfer your help to them into OFFER.
For example, young volunteers value developing their personal competence, such as gaining valuable experience through volunteer work and contributing to society through their work. They need to find correlation between their value and youth mobility. By informing them about mobility programs and opportunities in which they can participate you can encourage them to take action.
While creating key messages, your style should be positive and casual. Key messages should be adjusted according to the type of social media you will choose for dissemination (number of characters, hashtags, etc.)
The most common social media platforms used among young volunteers are Facebook, Instagram and Twitter because those are the platforms on which young people can get the most information about volunteering opportunities and activities, and that is why we will focus mainly on them in the next pages.
- create posts that seek engagement
- use few hashtags – #mobility #volunteer #international
- do not forget @ tag – focus on organizations (check step 2.)
- post images- photos of food, people and places are most popular on Instagram
- post stories – inspirational quotes, direct to new post on Instagram etc.
- use hashtags – #volunteer #volunteering #international #youth #mobility
- short text (120 characters)
- hashtags – #volunteering #mobility
Choose the one social media platform which is most popular among young volunteers you wish to attract, in your area. Scan Facebook, Instagram, or Twitter pages of volunteer organizations which you listed in the step before. Do not forget about the volunteers that already took place in youth mobility – sharing their experiences and success stories you can encourage more young volunteers to take part in your program.
Here are some examples of key messages you can use for publishing on your social media profiles:
– What do you think would be the biggest advantage of volunteering in youth mobility? Answer in comment.
– With (name of the program) you can make an impact and gain valuable experience. Find out more about our program and join us! #mobility #volunteer
– If you want to volunteer, gain experience and make an impact, (insert name of the program) is just right for you – check out the link in our bio for more information (insert a picture)
– If you want to volunteer, gain experience and make an impact, (insert name of the program) is just right for you! #youth #mobility #volunteer