1. Peer Engagement & Communication Athens Workshop Community Learning Ambassadors 12 th March 2014

2. Our tasks today What is a Community Learning Ambassador? Identifying the “turn ons” – Tutor notes Communication plan Profile of target audience How to reach them – Generating ideas and picking the “winners” What to use – Selection criteria – Design – Placement Recruitment of learners and activists

3. What is a CLA

4. Turning on the cool to learning What do we mean by “community”? What stops people learning or being active? How do you get them through the door? How do you get your message across? Where will they see what you are saying?

5. Communication plan Failing to plan is planning to fail Select appropriate publicity method Draw up a profile of your target audience Look at when and how to reach them

6. Draw up a profile What makes your community what it is? Is it because of where it is or what it is? What marks out the edges of your community area? Where do people get together? ? Is it the local school or even church or mosque that gives the community its particular feel? What about the pubs/bars or social or sports clubs? Are there any local events that bring people together? Does your community have a history to which people relate? Has something happened that has brought the community together – threat of school closure or local business closing or local football team reaching big final? Maybe it’s not really the area alone that makes your community special, maybe it’s the people, your friends, neighbours, family.

7. When and how to reach them What turns them off learning and involvement? Who are the kinds of individual who find learning and community activity to be the biggest challenge and why? What could turn them on? Ideas please!

8. Structured Market Open Market ASKINGEARNING Picking the winners Idea/message /concept Relevance to audience Easy to understand Easy to visualise Relevance to learning & progression (underlying message) Able to use suitable venue for audience Total (max 50)

9. Designing communication First task - Where will it go? Who are your targets? Where do they live? Where do they go? To work To relax To shop To meet When do they go to these places? Why do they go? Can I place my material? And can I put it where it will be seen most frequently?

10. Benefits not features IDENTIFY THE BENEFITS - WHAT’S IN IT FOR THEM TELL THEM WHAT’S IN IT FOR THEM MAKE SURE THEY CAN SEE WHAT’S IN IT FOR THEM The Toaster

11. What makes successful publicity?

12. Headline grabbing Headline Type ExampleWhen to use it Direct – presents your offer in a direct form “Any van serviced for just £80 at Van Village” To present a simple offer with little or no support copy Filter – shows your ad as relevant to the target audience “Attention all van owners”To hit the right audience and make sure that they do not overlook your ad. Cryptic – provokes curiosity: ”Now read on!” “It’s what everyone’s talking about” To lure your readers into reading the rest of your copy. Command – instructs the reader. “Contact us today to arrange your cheap van service” To prompt action in response to the ad. Question – calls for a yes answer “Want to save money servicing your van?” To engage interest and push them towards accepting the offer.

13. Exercise Now – design a poster, using a headline with other information that will persuade a target learner to attend a Locate session at a one of your target venues. Design task So far you have: Define your community Identify your target audience Create your “turn on” message Produce your communication Location task You now have to place your adverts where they will have most impact. We want you to use three different locations.

14. Recruitment They will want to know: Who you are and who do you represent? Why are you doing this project? When it will take place How long will it last? What will they get at the end Is the course free? Can anyone do the course? We need to know: Name and address Age bands Male or female Can we contact them again Date of the course Complete a pre and post assessment