 As-Salam-Alaikum-Ekwafatheena. We are getting into lecture number 21 of Marketing for Non-Profets MKT 628 at the Virtual University of Pakistan. The component of learning is going to be the communication tools that form the experiential level of the brand-raising process. I already have talked about one particular tool of this level, that is the online tool in the previous component, and therefore this component is going to be an extension of the same. And I'm going to talk about the remaining communication tools, which are in-print, in-person, on-air, and by-mobile. Let us talk about these tools one by one. First of all, in-print. Well, whenever we talk about the printed medium nowadays, the thought always goes to the question, to what extent the print medium is still valid, and is it outdated? The answer is a flat no. It is not outdated, it is still very credible, it is very legitimate, and it is very trustworthy for the simple fact that it happens to be tangible. Because of the tangibility, it really brings to limelight the authenticity and legitimacy of the organization. Conversely, if you happen to be on just online, then things become rather skeptical, and people start asking questions like, does the company really exist? Is it a tangible company with some very credible programs, so on and so forth? Whereas on the print side, we have things like starting from the billboards, the hoardings, posters, flyers, brochures, and there are so many other supports that we have at our disposal that make the whole exercise look very legitimate and authentic. And therefore, the question of whether the print medium is out of date does not really arise. It is hate to stay, and the fact is, as the technology grows, the print medium acquires more and more importance. This are of the view that print medium really bridges the gap between itself and the technology, meaning the online tools. Print medium is something which can be taken anywhere. It can be transported anywhere without the help of technology. In other words, when we, as the marketing people from the nonprofit sector, participate in meetings, conferences, seminars, and different events, we can take with us all the print media and distribute information by way of distributing posters and brochures and flyers and all other supports that we may have to ourselves. And therefore, thinking that the print medium is getting saturated is not really accurate. It is not well founded. The fact of the matter is that the people look kind of a scans at the online tool because of its changing ability. And this goes without saying that we change the substance on the website from time to time, given a certain rational basis. And then to see the audiences start questioning the changes that take place from time to time and they become skeptical of the substance and its credibility. Because of the copy-paste phenomenon in particular, the online media has become a subject of skepticism on part of so many audiences who, while comparing it with the print medium, find the latter much more credible. Because the print medium has a sense of prominence, whereas the online medium is very dynamic and it is subject to so many different changes from time to time. The objective here is not to draw a comparison between the online tools and the print medium and to prove which one is more important. The fact remains here is that the print medium has not lost its shine and it still remains very credible. And it plays a very important role of balancing the marketing communication campaigns. It draws attention of audiences by way of information given on hoardings toward the websites. And it is because of the print medium that the traffic is diverted to online existence of organizations. We can have our primary information on the hoarding or for that matter on posters and other printed matter and have the traffic diverted toward our website, which at the same time happens to be a very important tool. And therefore, the print medium plays the role of a balancing force. It optimizes its own existence while it balances the act and bridges the gap between the printed matter and the latest technology. It also makes itself more prominent by highlighting its diverse and standalone existence in a colorful way. The print medium has a larger-than-life image. As you will agree with me, when you take a look at a huge hoarding, it is imposing and it does create an impact. It is very attractive and inviting. If we have a couple of moments to spare, we really get invited to the substance that is the part of the hoarding or for that matter, the billboard. And therefore, the objective is not that of a comparison. The objective is that of making kind of a combination of the two different tools and coming up with the decision which is the one which suits the organization more. So in other words, we can say that we really have to look at the strengths of both the media and then decide for ourselves which exactly is the one to be highlighted when and where which is the one which is to be brought to the limelight on what occasions. Well, the answer seems to lie in the fact that the print medium which happens to carry a sense of prominence is to be introduced when we want information to go into the hands of our audiences in a way that carries that sense of prominence whereas we deal with the online tool whenever we attempt to come to grips with a situation of dynamism. So in other words, whenever we have to bring about a change in our substance and material which happens to be not only on the printed matter but also online, we bring about changes online first especially when we have to update our status in terms of execution of our program. The primary program or associated programs whenever we think we have a very compelling and a heart-frenching story to share with audiences, we have to go to the online tool immediately to bring about that change. It takes time to bring about that change on the printed side whereas for the quickness of reach and the wideness of the distribution reach of the electronic or digital media, we come to grips with that first whenever a change is warranted. So in other words, the decision seems to rest on the two different situations that we have to deal with while we put together our marketing communication campaigns and the two factors are prominence and dynamism. So we can very confidently surmise that in order to create a sense of prominence that we need to have the support of the printed matter whereas in situations where we think changes are to be brought about, we go to the online tool and change either the website or put up new stories on the blog and keep our audiences engaged. In terms of a comparison per se, let me share with you that the experts have carried out the marketing research on the two media and have found out that whenever printed medium is added to the online media, the response rate increases by a factor of 25%. So you can well imagine the power of the printed material. And I am saying it again and again that it is not something which we have to look at in isolation, it is something which creates its own importance and it plays a very supportive role. It supplements the online tool and it stands alone and it is the stand alone feature of the printed medium that makes substitution of the printed material in favor of the online tools kind of impracticable. There is no way that we can substitute printed matter with online tools. Both have their own importance. Now getting back to the question of the impact of the printed material versus the online tools, there has been another neuroscience research study conducted by an advertising agency on the impact of the printed matter versus the digital matter. And the finding has been with the help of brain scans that human brain does much more emotional processing of the printed material than it does of the digital one. And they have determined the intensity of processing which they call more emotional in terms of the fact that printed matter leaves much deeper footprints on the human brain. So this study that we can very convincingly surmise says it all. The importance of the printed matter does not go out the window. It stays there and audiences do not seem to be saturated with the printed material. It has its own importance. Now let us take a look at the kind of printed materials that your organization which happens to be a non-profit organization has to itself. Well you have things like posters and brochures, flyers, stickers, newsletters, quarterly, bi-annual and annual reports. Then you have your signage which happens to be very attractive and inviting. Then you have your stationery and then direct mail. There are so many different supports and aids and essentials so to say that they become part of the printed material that it looks very hard to get rid of all these things even when the technology has advanced so much. And like I said earlier as the technology advances experts say printed material will gain more and more importance because it bridges the gap between itself and the technology. Therefore its importance cannot be overly emphasized. It remains extremely significant. You cannot substitute posters and other supports that you have classrooms for example or things that you have inside of a healthcare unit. Again in terms of posters may those posters be about messaging platform or about testimonials or your tagline and your positioning and so on and so forth. And same is the case with hospitals. When you come to think of all these things the images that really the flash into your mind convince you the more and more that the printed material has its own importance. We also have to keep the one fact in mind that there are two different kinds of audiences. The one is that there is computer literate and the other one is that is not computer literate. Now the computer literate to the audience can be further subdivided into two different groups because the one is that is glued to the computer all the time and gets engaged into two way traffic and interactivity and we know how to manage that interactivity. But then to see there are subscribers who do not spend that much time on the computer thus making room for the printed material. So this is one side of it. The other side is those members of the audience or audiences that are not computer literate at all. So they keep the printed material very much alive in its very primary robust form and therefore there is no question could once again of printed material losing any significance. Another fact that we have to keep in mind basically stems from the sense of prominence that I touched upon earlier. There are many managers at the different foundations, the agencies and charities. I mean could all those outfits that basically are responsible for making donations to the non-profit sector who like to draw comparisons on the basis of the printed material. So in other words could the managers from these organizations would like to put right in front of them your posters and posters from another organization and thus come up with their conclusion as to which cause the sounds and looks more pressing and the more convincing. And therefore your communication as part of the printed material has got to be very convincing, inviting and attractive, really making it kind of a very diverse and stand alone kind of existence which has its own importance, which has its own role to play. And therefore the fact that the printed material does carry a sense of permanence, permanence cannot be ruled out. You create that sense of permanence and further strengthen it with the help of your quarterly, the biannual and annual reports. These reports have a permanent shelf of value in life because whoever has those materials have the luxury of referring back to those reports anytime they like without having to put on a computer in front of them. And then you see there are many details which look somehow more credible and more legitimate because the while you go through those reports which are in kind of a book or a booklet form and that gives a lot of strength to the legitimacy and credibility of the organization itself. Therefore thinking that the printed material has been under a tremendous pressure over the last 10 years in particular by the internet itself along with other associated tools like mobile telephone, iPods and different kinds of personal digital assistance is not really correct. They have made certain inroads into the printed material but have not done any damage to the printed material. As a matter of fact they have created the more importance for the printed material and brought the fact to the limelight that the printed material does play the role of a bridge between the print media and the online media. And therefore our decision to go for an effective and the optimal kind of a communication campaign rests on our ability to come up with a combination of the two media which has to draw strength from the respective features of the two media. In other words one has the feature of the permanence and the more credibility and trustworthiness whereas the other has the quality of being very dynamic. So whenever we need to create the sense of permanence because we resort to the printed material and whenever we find ourselves in a situation where the dynamism of the online tools has to be brought into action because we bring about changes on the content that appears on the website and blogs and so on and so forth and therefore a combination of the two media is the right answer. The next communication tool is what experts call in-person. This basically relates to the physical spaces where physical encounters take place between the organization or for that matter the front office of the organization and all those people who walk into the organization. Now the question here is who are the people walking into the organization? Well the answer lies in the fact that anybody walking into the organization happens to be an important person because that is a very significant point of interaction between the organization and all its stakeholders or audiences. People walking into the organization happen to be your donors and funders, their managers, their representatives. Then you have people from the media walking into the organization because you have to keep them updated all the time about the latest developments. You have to keep them on your side because they provide you with a lot of advertising support and that's something which I'm going to talk about as a separate component as to how they can offer you advertising support and how you can really engage them and solicit that kind of support. Then you have your own board members who talk about their experiences with your organization and other non-profit organizations and they also happen to visit the office. Then there could be clients who are part of the program. So in other words the people on whom you run the program. So if you are running a program on the anti-smoking campaign because you have smokers coming into the office and being a part of the audience that is being influenced by the organization they happen to be a very important audience. Now what is it that you do in order to create an impact on all those people who come to the organization and who have the contact with the organization? Well it is with the help of in the first place printed material that I just talked about earlier and all other supports in terms of the identity level of the organization. So in other words because we have the identity level fully baked in front of us and we also know the tools that we have at our disposal and we go for a full splash of posters on the walls of the organization posters of different kinds. They are talking about the boilerplate, the messaging platform and the very primary things like the vision statement, the mission statement and the values that the organization upholds and you also should have posters meaning supplementary posters that highlight testimonials from international as well as the local agencies. Any presentatives of important agencies that are your supporters and people who advocate for your cause if they have given any testimonials in favor of your programs because you must highlight those. What needs to be highlighted here is the fact that any tributes or accolades given to the organization or its programs must not go unnoticed by any visitors walking into the organization's office. Similarly you should have brochures, flyers and stickers and other related printed matter as part of marketing collateral sitting in the entrance of the organization and you should kind of encourage the visitors to take those collateral with them because they always can refer to those collateral in their spare moments and that is a fact which again highlights the sense of permanence of the printed material. Experts go on to say that this effort should be extended into having a computer with a Wi-Fi facility sitting somewhere in the front office to facilitate visitors who may like to use it in emergencies and get the impression of organization's legitimacy and its authenticity. This really adds to the trustworthiness of the program and gives a very convincing and strong impression to visitors that the organization has very solid foundations and comprises of very professionally sound managers. I will be quick to add here that we also need to have very competent staff at the front office because they are the people who should be able to deliver the elevator pitch of the program and also be able to talk about the mission of the organization along with their ability to direct visitors to relevant people in case they cannot answer visitors questions for the reason that they happen to be beyond their technical expertise. This is an aspect that I have talked about earlier and in addition to that one more fact that we have to keep in mind in terms of reflecting the personality of the organization is that we have to be very sensitive to things like the colors of paints on the walls and carpets and tiles and the style and color of furniture because all these things have got to be integrated into the overall scheme of the personality of the organization that is to be reflected exactly according to the identity level that already has been defined. So this is what I have to say about in person and this takes us on to the next tool which is on air. A very interesting tool which always has been extremely powerful and also very expensive because there was a time that went on air that meant just about television and radio. The organizations that were very resourceful and extremely rich in terms of cash only could afford the luxury of going to the television although the radio has never been that expensive but television has been the domain and the exclusive luxury of extremely rich organizations which is not the case now with the migration that is taking place on to the online tools because of the declining costs. If you have to produce a digital film and post that on your website or any other place on the internet it is not very expensive and therefore small to the medium-sized organizations that in the past were kind of handicapped going to television or showing something as a small movie or a commercial are now fully entitled to this particular medium. Technology has made all that available to smaller and small organizations. So with these developments the tools that we have at our disposal in addition to television and radio are podcasts on the net alongside videos on the websites in which you see messages from organizational leaders and trainers of different sorts and the programs and events advocating different causes. The television and radio are still dominated by commercial entities but the fact remains that the resourceful and the non-profit organizations also could happen to be on television. Shakath Khan for example you do see their advertising on the television but then as a non-profit you can be a little ingenious and inventive in soliciting support from your commercial partners to get a foot hold into the television or they get a foot step into the door of the radio advertising if somebody as a commercial partner of yours meaning a cause partner can sponsor your cause along with the program that they run you can get space on the radio as well. So alongside the television and radio let's say that the revolutionary things that have taken place over the last 10 years are the mp3 audio and the videos that are posted on the website basically because of the declining costs of production and posting those recordings on the website. The interesting part of this development is that it is not just the npo's themselves because who post mp3 audios or videos on the websites it also happens to be their activists and volunteers because who out of their passion they like to record certain memorable events that you basically organize and then post them on your websites and supplement your productions. They do it because they want other people to share their experience meaning their real life experience and just imagine the content of the recording which may be very short like from a few seconds to a couple of minutes but it does tell a very compelling story and this is where the power of the concept of social proof comes in. You know the people like to follow other people in their footsteps if they are convinced they are doing something good. As a matter of fact when they realize that many people are following a certain course of action they just like to follow them because that's the social power and therefore it really works to the advantage of the program that the npo's initiate. There is the one downside to this development and that is there are people who complain about the quality of such recordings because obviously these have not been carried out by professionals while making such videos in particular and therefore what you see as part of the net videos may not be absolutely the world class and you may find many technical faults with them but just look at the content and that is something which really stirs the feelings or the inner conscience of the audiences and further engages them and that's the upside and as a matter of fact you see that shows how authentic is the program and the program really has grassroots support. That's the statement to be underlined because once people are convinced that the program has the grassroots support they like to come join those activists or those audiences because they're working for that particular cause and they become a part of that fold. This takes us to the next communication tool which is mobile telephones. We all know that development in this particular field over the last I would say the 10, 15 years has been astounding all over the world with Pakistan being no exception. We have millions and millions of subscribers and the fact is that with the technology improving by the day in terms of the smart telephones and with the supportive technology also getting on to the next level we have a communication tool which has become even more powerful and we do have a lot of examples within our country with mobile telephone being the central piece of the communication campaign but this is not to say that the mobile telephone works in isolation. This of course has to be a part of the overall integrated communication campaign but the fact here remains that it is a communication tool which just cannot be ignored by the marketing managers while they put together their communication campaigns. It has to be an integrated part because we also know that not everybody goes onto the net sitting before the computer because either they do not have computers or do not have access to computers in one way or the other or they may not feel motivated to sit before the computer and like to surf the web on their smartphones and thereby get connected with others sharing things on different kinds of social networks of which the Facebook happens to be on top of the list. Nevertheless, the fact remains that the people do share things with each other and mobile telephones can be used as a medium playing a very effective role and the audiences that do not happen to be connected with the net through computers do have the opportunity of connecting with others via smart telephones. To give you the one example that we can talk about the campaign that was kicked off by Shaukat Khanum whereby you just press the number on your mobile are 770 and a donation of P20 is made in the account of the hospital. This really is a tremendous example of a very successful campaign in the modern marketing history I would say and this is no less developed than any other campaign being undertaken anywhere else in the world. So in other words it is not just your message on event management or just informing the people of the latest developments taking place in terms of a seminar or a workshop or a meeting the by way of mobile telephone you use the telephone to generate donations as well and that testifies the strength of this particular tool. With our learning complete on all the primary communication tools of the experiential level let me now summarize the experiential level itself. The experiential level basically is an outgrowth of the previous two levels which are the organizational level and the other one is the identity level for the organization. In the first level you derive at the right positioning and the personality for the organization and these are the two features which you basically are supposed to highlight in all your communications. If you have put all your strategic formulations in place correctly the meaning taking a practical stock of your capabilities and your core competencies and you also have analytically studied your both environments meaning the internal as well as the external environment then the chances are that you have derived the right positioning for the organization and that positioning will obviously reflect a personality which portrays the organization and its program meaning the personality of the program as well and the identity level is all about creating certain graphics and certain fundamental guidelines which tell us how to develop those graphics which highlight the signage and which are basically the building block for the messaging platform of the company and needless to say that this messaging platform stems from the organizational level because it is here that we talk about all things starting from the vision of the organization and right down to our positioning for the program and then we decide as to how we shall put together these bits and pieces of information in relation to a particular situation. The experiential level is all about the tools we have certain tools of communication some are very traditional and some are the modern we've gone through all those tools and the most important thing about putting together an effective and optimal kind of communication campaign is that we come up with a mix of these tools which are most appropriate for an organization in terms of its financial as well as human resource so the meaning thereby that the organization should not get into any wishful kind of initiatives and areas which are not really within its financial resourcefulness and by the same token the organization should not really get into the kind of programs or use those communication tools for which it it doesn't really have the appropriate human resource and the importance of human resource gets highlighted when we talk about the online tools which are extremely important very helpful and in coordination and conjunction with the way the other traditional tools play an extremely significant role in developing a quick outreach and they also offer the organization with the dynamism that any non-profit organization would like to have as a primary feature when it comes to the making changes to the content that appears online and the changes to that content become the mandatory whenever we think we have something extremely touching compelling and heart wrenching that we should be sharing with our audiences so that different audiences are actuated into the taking action in their own right and respect why say that because the donors could feel actuated to donate more activists could commit themselves more to the cause the volunteers could do more work and will bring in the more people into the fold of the non-profit organization and the people responsible for advocacy and the people who are part of the different agencies local as well as international will be the more supportive if we have updated communications always ready to reach them we make those communications very credible and trustworthy because we supplement them with the help of the legitimate medium that happens to be the print medium we have the posters and newsletters in print that go to audiences despite the fact that you know we have online alternatives like email blasts which are taking place of newsletters but then we do keep sending these these newsletters in print as well at the same time we have the alternative of the websites you know that are substituting the brochures but we do send the brochures to our audiences we do keep them as part of marketing collateral at the primary the point of interaction where visitors come and take those things with them as a future reference so these are the kind of supports and aids that bring about a lot of credibility and trustworthiness and make the online supports strong as well and they make online tools and supports very credible therefore there is no question of which is more credible and which is less credible it is a question of making a mix of strategies consisting of the different kinds of tools so a couple of the more words on this particular aspect that the experiential level basically is a reflection of the positioning and the personality of the organization and we know how to derive the positioning and personality of the organization and how to develop the identity a very particular identity which is second to none which is very strong and we know the fundamentals in terms of developing the name and the logo the tagline meaning the punchline and all the substance which goes into different kind of messaging platforms meaning if we are working on one particular program we have messaging platform for that particular program and if we switch on to another of course could the visual have a separate messaging platform I think the point is clear that we have to reflect the personality of the organization and also the program in a way that we can register a very widespread outreach and we also are quick in terms of reaching them and we also are credible in terms of whatever we talk we only have to decide what to talk where to talk when to talk and who should talk and this is where you see the concept of communication in terms of the right mood the right moment and the right messenger comes in this is all for this particular component and with this our understanding on the three basic pillars of the brand-raising strategic process should be complete and with this