Because cookie cutters are best left in the kitchen, FowlerHoffman approaches each initiative fresh, designing products that are unique to each issue and target audience. Although every project is different and demands a customized strategy, over the course of our work we have identified proven principles and methods that we apply to each challenge:
1. Charting the Environment
Understanding the nuances of the environment around an issue is critical to developing effective communications. To gain a solid understanding of our client as well as the issue at hand, FowlerHoffman explores both internal and external perspectives. Listening to staff, colleagues and allies behind an effort not only enriches all parties' understanding of the communications challenge, but also helps build confidence in the program being developed.
FowlerHoffman conducts political feasibility studies and
draws on opinion research in the form of polling and focus
groups, surveys and key leadership interviews, as well as
media and opinion leader audits, in order to fully understand
the potential for, and barriers to, success in moving an
issue forward.
2. Developing Effective Messages
Drawing on a firm understanding of the environment, FowlerHoffman
develops messages that resonate with target audiences. These
are tested to ensure that facts, themes, values and concepts
speak to the audience and inspire them to act. The firm
pays special attention to creating overarching themes that
can be tailored for different audience subsets and can be
applied to a variety of situations and forums.
Some of the themes we've developed are:
"Stop, listen and talk with teens about sex."
"Afterschool programs keep kids safe, help working families
and improve academic achievement."
"This isn't the same planet you grew up on."
"Handguns are the number one killer of kids."
3. Identifying Audiences & Messengers
FowlerHoffman has consistently demonstrated its ability
to determine which voices will have the strongest effect
on target audiences. To identify the right people to target
with communications and to determine the most credible messengers,
FowlerHoffman conducts individualized research for each
project. Based on the concept of Communities of Influence™,
the firm identifies the distinct set of opinion leaders
and constituencies that influence the debate and policy
on the issue at hand.
FowlerHoffman professionals have a proven track record in
solidifying coalitions and bringing diverse partners into
advocacy efforts. Through our unique research methods, the
firm is able to uncover unexpected allies who, because they
are not the traditional voice on an issue, often attract
increased attention and are listened to more closely by
the media and policy makers.
4. Building Capacity
Often it is the staff, allies and members of an organization
and the population affected by an issue who must deliver
messages developed for a communications effort. Indeed,
many times they are the most effective messengers for the
project.
Building the capacity of those involved in a communications strategy can be as important as developing effective messages. FowlerHoffman incorporates capacity building, such as media and speaker training, communications and grassroots organizing kits, and electronic knowledge bases, into every communications challenge, ensuring that communications efforts can be sustained long after the firm's work is done.
5. Using Tactics that Engage
Through years of experience, FowlerHoffman has refined a
set of communications tactics that can penetrate today's
information din, engage communities and encourage individuals
to become champions of the issue at hand. All communications
contain unique interactive elements that encourage audiences
to connect with the program and become involved with its
message. Activities and events, including community forums,
opportunities for peer to peer information sharing, direct
mail and highly interactive Web site, build momentum and
greater support around programs.
6. Evaluating Success
Evaluation is a core part of every FowlerHoffman effort,
and the firm consistently identifies new and innovative
means to measure the success of its efforts. Mechanisms
are built into communications programs in order to measure
outcomes and to make adjustments that can enhance program
strategies. For many projects, FowlerHoffman uses custom-built
databases to track individuals' interactions with a campaign
or program, as well as polling, surveys, key participant
interviews and media monitoring.
