Page 35 - FGLN SC Onboarding Binder 2021

Attachment A:
Communications
o Service Brand: The Network is not a literacy service provider. The Network provides service enhancements to literacy providers with two objective: 1) to improve connections of the user to existing literacy programs; 2) to enhance the user experience (for all providers in the network)
o Parent Brand: The Network’s offering is more than literacy but the promise of transformation. Services include: 1) integration of existing literacy resources; 2) innovation in content and delivery of literacy programming; 3) best practice tracking and dissemination; 4) help and information to all constituents; and 5) a unique service brand for maximum consumer engagement.
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o Develop campaign specific branding as priorities and initiatives emerge
o Play a role in event planning in order to help guide strategies for Network activities
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o networks
Key Messages
o What is going to resonate with target audiences? There will be universal messaging and audience-specific messages
o Positive messaging – what success can do (examples)
o Educate audiences on countywide literacy issues
o Key priorities of the Network informing our communications plan o Present in non-threatening tone
Implement a communications branding campaign for the broad network vs. individual
agencies
Recommend more concise names for the Network
Develop broad appeal and topic slogan ideas for the Network
Campaign rollout plans
Solicit or buy media/air time
Billboard campaign
Local graffiti/artist competition for blighted area billboards
Consider how to engage targeted individuals based on Year 1 Priorities of the Network
Leverage our connections/relationships/
Flint & Genesee Literacy Network 25