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20
Ask:
If you could have any job in the world,
what would it be and what is so appealing
about that job?
Instructor’s Note
Let all the team members tell about
their dream job. Try to get them to
really day dream for a few minutes.
Say:
In the last module you learned how to
navigate the SHARE Network Resource
Directory, and the benefits that it can
provide to your customers, as well as to
you as you provide excellent service to
your customers.
Instructor’s Note
It is important to reinforce the benefits
of the SHARE Network to team
members, so that they will be better
able to educate and inform their
customers about the SHARE Network.
Say:
During this module we are going to talk
about how to educate potential customers
and FBCO partners about SHARE
Network. Resource Directory.
Summary
Product Description
Target Audiences
Key Messages
Outreach Tools
20
Defining Outreach
Ask:
Who can give me a definition of public
outreach?
Possible Answers:
Educating . . .
Informing . . .
Disseminating . . .
Publicizing . . .
Reaching target audiences
Say:
In examining how we can conduct
effective public outreach for SHARE
Network, there are some lessons we can
learn from how businesses “market”
products. In both cases, the goal is to
communicate the benefits of the product
for the customer.
benefit them.
Announce a change or
improvement
Increase usage
Instructor’s Note
Rather than just listing the reasons
above, it will be helpful to come up with
real-life examples that your team
members have seen in their areas. For
example: Inform customers about up-
coming events, such as when a local
TV station does a clothing drive to
collect winter coats for the homeless.
15
Ask:
What is the “product” that is the focus of
our outreach activities?
Answer:
SHARE Network
Ask:
Answer:
Increase usage.
Show Slide 4.4 Slide 4.4: The Greater the SPECIFICITY the
Better the OUTREACH
Say:
In order to be able to inform and educate
potential customers about SHARE
Network, it’s important that we are able to
effectively describe the opportunity to use
and to be a member of SHARE Network.
15
Group Discussion:
“Elevator Speech”
Ask:
Based on what you have learned so far
(including the history and background of
SHARE Network, as well as the technical
piece) compose an “elevator speech” to
describe SHARE Network?
Instructor’s Note
As a group exercise, take 5-10 minutes
to divide the team members into
smaller groups of 3 or 4, and have them
brainstorm suggestions. At the end of
their time together, have one person
from each group report out on their
description. Ask for input from the
other groups.
40
Target Audiences
Team Member’s Manual, page 48 Slide 4.5: Target Audiences – 3 Basic Questions
Say:
Now that we know “what” we are
“marketing”, it’s important that we know
the “who” – to whom are we targeting
outreach about the SHARE Network?
Ask:
Remember – successful outreach is about
what?
Answer:
Specificity
Ask:
“Who” are we targeting outreach about the
SHARE Network to?
Answer:
Customers
Instructor’s Note
When the answer “customers” is given,
this is an opportunity to remind the
class that successful outreach is about
SHARE Network Page 137
© February 2006
SHARE Network Training Instructor’s Manual - DAY 4.6
specificity.
Say:
In order to understand target audiences –
it’s important to ask 3 basic questions:
Ask:
Is the target market “jobseeker customers”
specific?
Answer:
No
Ask:
Who are some of your customers? Who
are we providing outreach to? Please be
as specific as possible.
Answer:
Instructor’s Note
Conducting this session as a
brainstorming session with the whole
class will encourage creativity and
assist team members in identifying
very specific customer breakdowns.
List the answers on a flip chart for all to
see. Remember: that in brainstorming
there is no wrong answer.
15
Say:
TAKE A TALLY
Instructor’s Note
15
Ask:
Name one thing that stuck with you from
this morning?
15
Outreach Messages
Say:
Let me say it one more time – what is
effective outreach about? … Specificity.
15
Ask:
Using the customer group breakdowns
identified in the “Target Audiences” group
activity, brainstorm the benefits of SHARE
Network for each of the customer groups
so that you will be able to clearly
communicate with each category.
Instructor’s Note
Hold this as a general brainstorming
exercise for the group collectively. List
the target customer group on one flip
chart – with the benefits brainstormed
SHARE Network Page 142
© February 2006
SHARE Network Training Instructor’s Manual - DAY 4.6
30
Say:
Now that we’ve identified the benefits for
each customer group, because effectively
promoting SHARE Network is about
specificity, let’s determine what the target
message is going to be for each customer
group. The target message draws from
your customer’s benefits that you’ve
identified and becomes the starting point
for providing more specific information
about those benefits.
Ask:
Answer:
Instructor’s Note
Have the entire group brainstorm
possible messages for this customer
groups. Be sure to allow enough time
to get plenty of possibilities. Review all
together and help the team members to
a statement similar to “SHARE Network
saves you time.”
60
Say:
Now that we’ve identified a good message
for a frontline staff member, let’s try this
with all the customer groups.
Instructor’s Note
To best facilitate this exercise, divide
the class into the groups representing
the number of customer breakdowns,
so each group handles one or more
specific groups. Have them brainstorm
in their groups the messages for each
of their customer groups. Provide each
group with a couple of blank flip chart
pages and markers. Go around to each
group and offer guidance. After about
30 minutes have each group present
their suggestions and critique with the
class.
20
Say:
Ask:
Why did North Dakota’s Project SHARE
bookmarkers as outreach tools for
pastors?
Answer:
Say:
Instructor’s Note
25
Ask:
Using the customer group breakdowns
identified in the “Target Audience” group
activity, brainstorm the promotional tool
that would be most effective in promoting
the SHARE Network to each of the
customer groups.
Instructor’s Note
Divide the class into different groups
representing the number of customer
breakdowns, so each group handles
one or more specific groups. Have
them brainstorm in their groups the
one or more effective promotional tools
for each of their customer groups.
Provide each group with a couple of
blank flip chart pages and markers. Go
around to each group and offer
guidance. After about 15 minutes have
each group present their suggestions
and critique with the class.
Manual.
30
Say:
Let’s review the work that we did on the
promotional tools from yesterday. The
tools that are available to you include the
following:
Ask:
What other tools did you come up with
yesterday, or since yesterday?
Instructor’s Note
5
Day 4 Closing
Say: