Short introduction Start by giving all participants nameplates and ask them to write down their name and their preference for either the stairs, an escalator or the elevator. This could give you the opportunity to start the training by saying: Those taking the elevator are in the right place and those taking the stairs or escalator may reconsider their choice.

Agenda Objectives of this training Icebreaker – getting to know each other Theory Examples of an elevator pitch Exercises – practice makes perfect! More information Conclusion Introduction in the programme Start by running through the agenda. We will start by talking about the objectives for carrying out this training. We will then carry out an exercise to help us get to know each other and to have some fun before we begin the actual work We will then look at what an elevator pitch is, how it can be used and what makes it successful Then we will watch two video examples of elevator pitches and ask for your thoughts on them – are they good or bad? What make them good or bad? How could they be improved? Then we’ll come to the main bit of the training: we’ll ask you to practise your own elevator pitches. The best way to learn is by doing!

Objectives of this training Understand what an elevator pitch is Motivate to use elevator pitch Practice in developing elevator pitch Objectives of the training Explain the objectives of the training: Give you an understanding of what an elevator pitch is Motivate you to use elevator pitch in your activities Practice in giving and developing your own elevator pitch

Icebreaker Before we begin, let’s have some fun Icebreaker Carry out an icebreaker exercise – the purpose of this is to help the people in the room feel comfortable with each other and to have a bit of fun The exercise is as follows: Ask one person to come up with a title of a book – not a real title, one they have just made up Ask another person in the room for a genre of literature – science fiction, action, romance, horror, etc Then you ask another person to start telling the story in the book. They start with the first line and start telling the story, then after a few sentences, you ask them to stop and someone else has to continue the story, you keep doping this until everyone has had a go – you need to tell the final person that they have to come up with the closing line of the story. Hopefully the story that they come up with will be funny and make everyone laugh and feel comfortable with each other – and will get them used to speaking in front of each other.

Theory – what is an elevator pitch? 30-90 seconds or 150-225 words A short verbal introduction that explains what you/your organisation does and how it can benefit the person you are speaking to Aims to make your listener curious and encourage them to seek further information Can be used anywhere/anytime to anybody in particular when time is short Theory: what is an elevator pitch? Explain what an elevator pitch is. Ok, everyone has had a bit of fun and hopefully is feeling a bit more relaxed. Now the actual work begins. We start with a bit of theory. An elevator pitch is a short verbal introduction that explains what you/your organisation does and how it can benefit your audience. Short means 30-90 seconds long or 150-225 words. The concept came from the idea of what you would say to a VIP (for example, your most important potential customer) if you bumped into them in an elevator, i.e. with a very limited time frame in which you need to tell them who you are, why they should work with you and succeed in getting a follow up meeting. It is commonly used among start-ups to convince potential funders to invest in them. The model has now spread throughout all types of organisations. It is not just about explaining who you are and what you do, but also about how this can then help the other person achieve what they are trying to do: this is what will encourage them to want to follow up or meet you properly afterwards. How can it be used? It can be used anywhere/anytime to anybody – in particular if you only have a short space of time to get your message across. It doesn’t need to be done in an elevator, can be used if you bump into people at a conference etc. – anywhere you want to convey your own/your organisation’s value in a short time frame. You can also use the basic structure as a way to develop a short written statement that summarises who you are, what you do and how someone can help.

Theory – what is an elevator pitch? Further explain the use of an elevator pitch by means of a metaphor. Think of an elevator pitch in the form as a the metaphor of serving a really good dinner, igniting his/her appetite and then pulling it away to make him/her want to stay in contact with you. It is attention grabbing and sparks their interest: it is not just about what you do but what you can do for them!

Theory – key elements The 9 C’s Concise Clear Compelling Credible Conceptual Concrete Customised Consistent Conversational Theory: key elements of an elevator pitch Explain that elevator pitch includes the following key elements. A good elevator pitch includes the following key elements: Concise – keep it short, get to the point quickly, don’t use extra words that don’t add anything Clear – use simple language, avoid jargon – understandable for your audience. Use striking sentences rather than an overload of sentences Compelling – explain the problem that your organisation solves or share a personal experience 4. Credible- what are your qualifications Conceptual – stay high level instead of going into lots of details Concrete – specific and tangible Customised – addresses specific needs of the audience, not just the same for everyone: make it recognizable for your audience Consistent – all aligns – who you are, the problem you solve and your solution all make sense together Conversational – make it sound genuine, write it as you speak so it sounds authentic

Theory – structure of an elevator pitch Connect with your listener: catch his/her attention Tell who you are and what you do Explain how what you do can help that person achieve his/her goals Call to action: what you want from him/her Theory: structure of an elevator pitch Explain that, as you only have a very short time to get across your message, you should follow a simple structure. Because you only have a very short time to get across your message, it is important to follow a simple structure: Connect with your listener: catch his/her attention. In this respect it is important to know what would draw his/her attention which needs some investigation. We’ll come back to that later. Tell who you are and what you do Explain how what you do can help that person achieve his/her goals Call to action: what you want from him/her (i.e. to get a follow up meeting)

Theory – pay attention to form Include breaks and silences Use intonations to highlight specific words Use repetition Enthusiastic tone of voice Be confident Theory: pay attention to form Explain that you should not only pay attention to the content of your pitch, but also to the form of your pitch. In an elevator pitch it is not only important to look at the content, but also pay attention to the form and the way of presenting the content. That is the verbal and non-verbal elements. To give your elevator pitch extra power incorporate and use: Breaks and silences Intonations to highlight specific words Repetition Enthusiastic tone of voice Confidence

Theory – Preparation Who is the audience? What is your goal? What facts do you need? Theory: Preparation Explain the things to consider when preparing your pitch. Preparation is key in delivering a strong elevator pitch. Your pitch will vary depending on who and what it is directed at. Think about the following questions and adapt your pitch accordingly: Who is the audience? What is your goal? What facts do you need? Although it will have similar elements, the pitch will vary depending on: who you are delivering it to as your goal might vary – you might want someone to speak at an event (the International Literacy Day event), you might want them to provide you with funding, you might want them to address a policy issue what do you want to get out of the pitch? This will vary depending on who you are speaking to – you should have various different calls to action depending on the outcome you want. Ideally you know the objectives of your audience so you understand how you can help them achieve their own goals: research the policies and objectives and how they relate to your own work so that you know in advance how you can help them achieve their goals. It is important to be prepared – make sure you have any key stats you need at the forefront of your mind

Pitch examples Two video clips of elevator pitches What is good about it? What could be better? Pitch examples Provide the attendees with two examples of elevator pitches: a bad version (example 1: https://youtu.be/_phjjsc8R4o) and a good version (example 2: https://youtu.be/TW0QxgzaBFA). Discuss these examples to give them a concrete picture of an elevator pitch. We are now going to watch two examples of an elevator pitch. I will first show you one and we will discuss it before going to the second one. After you have shown the first video (example 1), ask them what they thought of it: did they think it was a good or a bad pitch? Why? If bad, what could be done to improve it? Start a discussion and write down the remarks on a flip board. Now show the second video which is an example of a good pitch. I think we can conclude that this was not an example of a good pitch. I will now show you the second video which is an example of a good pitch. After you have shown the second video (example 2), ask them what they thought of it: in what way was this better than the previous version? Discuss why this is a good pitch and write down the remarks on a flip board.

Practice makes perfect! Now explain that you are going to ask the attendees to carry out some role plays. Explain that this isn’t a test of their memory of statistics in their country so if they want to use statistics they can make them up. It is just to let them experience preparing, developing and carrying out an elevator pitch.

Exercise – warming up Choose an object you have with you and pitch it to the rest of the group (3 minutes preparation; 1 minute pitch) Exercise: warming up Explain that you are going to start with a simple elevator pitch exercise to get used to the concept. Ask the participants to choose one item they brought with them (their pen, notebook, bag, wallet, lipstick, folder or whatever they are carrying) to present to the other attendees. Give them 3 minutes to prepare a pitch to sell this item to the others on the basis of the discussed structure: Who are you and what you do/have to offer  How it can help your audience achieve its goals What you want from them The exercise takes the form of role-play, and ends with each participant doing a pitch in front of the other participants. Ask the attendees to give the others feedback on their pitch: what went well and what could be improved?

Exercise – pitch 1 You step into the elevator and realise you are next to your local Mayor. You want him or her to take part in a literacy awareness-raising campaign your organisation is planning. Carry out your pitch! (5 minutes preparation; 1.5 minutes pitch) Exercise: pitch 1 Ask the attendees to prepare a ‘real’ pitch. The first pitch exercise is directed at your local Mayor. The aim to is to get the Mayor to agree to participate in a literacy awareness-raising campaign your organisation is planning. You get five minutes to prepare your 1.5 minute pitch and we will then ask everyone to present their pitch. If people get stuck thinking about what they might want the Mayor to do here are some ideas: You might want them to host an event; speak at an event to launch the campaign; provide a quote supporting the campaign that can be used in press releases; invite their contacts to an event. Again, the exercise takes the form of role-play, and ends with each participant doing a pitch in front of the other participants. Make a note that although they are not being tested on statistics and figures this time, but that they should have this prepared when doing a real pitch. Explain that the listeners will be asked to provide feedback on the pitch. They should think of one piece of feedback on what went well and provide two pieces of feedback on what could be improved. They should think about what has been discussed earlier in the session i.e. content, structure, use of voice, body language, was there a clear to call of action.

Exercise – pitch 2 You are going to a meeting at the Ministry of Health. You only have 5 minutes to see the Minister as they are very busy. You want them to understand the links between literacy and health and advocate for the inclusion of literacy as an important topic in this field. Carry out your pitch. (5 minutes preparation; 30 seconds pitch) Exercise: pitch 2 Ask the attendees to prepare another ‘real’ pitch. The second exercise is directed at a local policy maker in a field not directly related to literacy, such as health. The aim is to convince the policy maker to advocate for the inclusion of literacy as an important topic in his/her policy field. You get five minutes to prepare your 30 seconds pitch and we will then ask everyone to present their pitch. Make a note that although they are not being tested on statistics and figures this time, but that they should have this prepared when doing a real pitch. Again, the exercise takes the form of role-play, and ends with each participant doing a pitch in front of the other participants. Explain that the listeners will be asked to provide feedback on the pitch. They should think of one piece of feedback on what went well and provide two pieces of feedback on what could be improved. They should think about what has been discussed earlier in the session i.e. content, structure, use of voice, body language, was there a clear to call of action.

Further information Contact with policymakers Example elevator pitches Distribute the handouts and explain that these serve as further information. The first is around contact with policymakers and includes more detailed advice on how to prepare a pitch for a policymaker. The second provides examples of possible elevator aimed at different fields, namely social welfare and employment, health, education and libraries.

Conclusion What did you think of the training? Will you carry out a pitch in the future? Conclusion Conclude the training with a reflection. Now everyone has had a chance to practise their pitches. How did it go? What did you think of the training? And will you carry out a pitch in the future?