Now that you know your target audience(s), what are the key messages you will use to reach them and inspire them to take action?

What is a Key Message?

A key message is a concise statement written for a target audience that summarizes your argument.

Key messages are made up of three parts:

  1. A description of the problem in an attention-getting way. We recommend using a fact that explains the problem and is surprising or persuasive
  2. A description of why this problem is important to your target audience
  3. A call to action as it relates to the target audience

Examples:

TIP! Feel free to use these if they match your project!

Example 1: Food Waste

Target Audience: Household Food Purchasers

  1. Describe the problem in an attention-getting way (include a fact related to the problem to explain and persuade):
    • Did you know that Americans waste 25% of the food they buy?
  2. Describe why this problem is important to the target audience:
    • Think of all the money you could save on groceries by not wasting food!
  3. Share your call to action as it relates to the target audience
    • It’s time to do something about it. Plan your week’s meals before going to the grocery store!

Example 2: Tree Planting

Target Audience: High School Administrators

  1. Describe the problem in an attention-getting way (include a fact related to the problem to explain and persuade):
    • Did you know that trees on school campuses significantly improve air quality and can reduce temperatures in warm climates by up to 10°F?
  2. Describe why this problem is important to your target audience:
    • They are a small environmental investment that will pay in the improved health and well-being of students and school communities for decades to come.
  3. Share your call to action as it relates to the target audience
    • Invest in a school tree planting initiative today for a cleaner future tomorrow!

If you’re struggling and need some help, please reach out to your Advisor for help!

Download the Worksheet below to help your team craft your Key Messages to your Target Audience(s).

Tell us Your Key Messages

Now it’s time to come up with the key messages you will use to inspire your audience to take action! Fill out the following form with your team.



Reminder that May 15th is the last day to submit any Campaign Materials on our website or to your Advisor!



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