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AASHTO National Transportation Marketing Initiative Workshop October 19, 2008 – Hartford, Conn.

AASHTO National Transportation Marketing Initiative Workshop October 19, 2008 – Hartford, Conn. Delivering Your Message. What is Messaging?. Consistent delivery of assertions that reinforce a brand or a campaign position. The Anatomy of Messages. Few and Concise

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AASHTO National Transportation Marketing Initiative Workshop October 19, 2008 – Hartford, Conn.

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  1. AASHTO National Transportation Marketing Initiative Workshop October 19, 2008 – Hartford, Conn. Delivering Your Message

  2. What is Messaging? Consistent delivery of assertions that reinforce a brand or a campaign position.

  3. The Anatomy of Messages • Few and Concise • Provable (supported by “proof points”) • Flexible for many purposes • Salient to audiences (research)

  4. Why Messaging Matters? • Ensure consistent communications • Focus audiences on what counts • Reinforce brand attributes • Allow you to talk about what YOU want to talk about • Provide a “refuge” when you are questioned

  5. Easily Fumbled Questions • Open-Ended Questions • Hostile Questions • Wonky, Off-topic Questions For all these scenarios, bridge to your core messages.

  6. Responding to Open-Ended Questions

  7. Responding to Hostile Questions

  8. Responding to Off-Topic Questions

  9. AASHTO National Transportation Marketing Initiative Workshop October 19, 2008 – Hartford, Conn. Delivering Your Message

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