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SHARE Network Training Instructor’s Manual - DAY 4.

Module IV: Outreach

20

Ice Breaker – Dream Job

Ask:
If you could have any job in the world,
what would it be and what is so appealing
about that job?

Instructor’s Note
Let all the team members tell about
their dream job. Try to get them to
really day dream for a few minutes.

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SHARE Network Training Instructor’s Manual - DAY 4.6

Show Slide 4.1 Slide 4.1: Module IV Outreach

Say:
In the last module you learned how to
navigate the SHARE Network Resource
Directory, and the benefits that it can
provide to your customers, as well as to
you as you provide excellent service to
your customers.

Remember that SHARE Network was


designed not only to meet the needs of
your customers and partners, but also to
serve as a resource to you – to help you
do your job more comprehensively, and
efficiently too.

Instructor’s Note
It is important to reinforce the benefits
of the SHARE Network to team
members, so that they will be better
able to educate and inform their
customers about the SHARE Network.

Say:
During this module we are going to talk
about how to educate potential customers
and FBCO partners about SHARE
Network. Resource Directory.

We are going to have a crash course – the


Readers Digest version of the week-long
outreach course.

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© February 2006
SHARE Network Training Instructor’s Manual - DAY 4.6

Summary

Team Member’s Manual, page 45

Show Slide 4.2 Slide 4.2: Module IV Summary

At the end of this module, using SHARE


Network as a foundation, you will be able
to understand a basic definition of
outreach, as well as:

 Product Description

 Target Audiences

 Key Messages

 Outreach Tools

That specifically apply to the SHARE


Network, and that will assist you in telling
others about SHARE Network.

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© February 2006
SHARE Network Training Instructor’s Manual - DAY 4.6

20

Defining Outreach

Team Member’s Manual, page 45

Team Member’s Manual Activity

Ask:
Who can give me a definition of public
outreach?

Possible Answers:

 Educating . . .
 Informing . . .
 Disseminating . . .
 Publicizing . . .
 Reaching target audiences

Slide 4.3: Effective Outreach requires linking


Show Slide 4.3 your product with your customer

Say:
In examining how we can conduct
effective public outreach for SHARE
Network, there are some lessons we can
learn from how businesses “market”
products. In both cases, the goal is to
communicate the benefits of the product
for the customer.

Effective outreach requires linking your


product with your customer. It’s using
various opportunities to be able to let your
customers know about the product that will
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SHARE Network Training Instructor’s Manual - DAY 4.6

benefit them.

Some of the potential reasons traditionally


used for marketing:

 Implement a new product or


service

 Suggest new ways to use a


product or service

 Describe your product or


service to new customers

 Announce a change or
improvement

 Create an awareness of your


product or service

 To help establish a corporate or


organizations identity

 Increase usage

 Inform customers about up-


coming events

Instructor’s Note
Rather than just listing the reasons
above, it will be helpful to come up with
real-life examples that your team
members have seen in their areas. For
example: Inform customers about up-
coming events, such as when a local
TV station does a clothing drive to
collect winter coats for the homeless.

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© February 2006
SHARE Network Training Instructor’s Manual - DAY 4.6

15

Defining The Product

Team Member’s Manual, page 46

Team Member’s Manual Activity

Ask:
What is the “product” that is the focus of
our outreach activities?

Answer:

SHARE Network

Ask:

Of the potential reasons we have listed for


disseminating information about our
product, which apply to SHARE Network?

Answer:

 Implement a new product or


service;

 Suggest a new way to use a


product or service;

 Describe our product or service


to new customers;

 Create an awareness of our


product or service; and

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© February 2006
SHARE Network Training Instructor’s Manual - DAY 4.6

 Increase usage.

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© February 2006
SHARE Network Training Instructor’s Manual - DAY 4.6

Team Member’s Manual, page 46

Show Slide 4.4 Slide 4.4: The Greater the SPECIFICITY the
Better the OUTREACH
Say:
In order to be able to inform and educate
potential customers about SHARE
Network, it’s important that we are able to
effectively describe the opportunity to use
and to be a member of SHARE Network.

Something important that we can learn


from business “Marketing” – Marketing is
about specificity. Public outreach is also
about specificity. The more specific we are
in describing our product, in this case
SHARE Network, the more successful we
will be in informing and educating new
customers (both FBCOs and job seekers)
about available resources.

In the marketing field, we sometimes call


product description our “elevator speech”
-- which means that you should be able to
describe SHARE Network to someone in
the amount of time from when you enter
the elevator on the ground floor, to when
you get off on the top floor.

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© February 2006
SHARE Network Training Instructor’s Manual - DAY 4.6

15

Group Discussion:
“Elevator Speech”

Team Member’s Manual, page 47

Team Member’s Manual


Group Discussion Activity

Ask:
Based on what you have learned so far
(including the history and background of
SHARE Network, as well as the technical
piece) compose an “elevator speech” to
describe SHARE Network?

Instructor’s Note
As a group exercise, take 5-10 minutes
to divide the team members into
smaller groups of 3 or 4, and have them
brainstorm suggestions. At the end of
their time together, have one person
from each group report out on their
description. Ask for input from the
other groups.

If time allows, have the team members


decide on a common description for
the class, using the descriptions
provided by the various groups.

Have team members write the answer


in the space provided on page 47 of the
Team Member’s Manual.

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© February 2006
SHARE Network Training Instructor’s Manual - DAY 4.6

Break (30 min)

40

Target Audiences

Team Member’s Manual, page 48 Slide 4.5: Target Audiences – 3 Basic Questions

Show Slide 4.5

Say:
Now that we know “what” we are
“marketing”, it’s important that we know
the “who” – to whom are we targeting
outreach about the SHARE Network?

Ask:
Remember – successful outreach is about
what?

Answer:
Specificity

Ask:
“Who” are we targeting outreach about the
SHARE Network to?

Answer:
Customers

Instructor’s Note
When the answer “customers” is given,
this is an opportunity to remind the
class that successful outreach is about
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© February 2006
SHARE Network Training Instructor’s Manual - DAY 4.6

specificity.

Say:
In order to understand target audiences –
it’s important to ask 3 basic questions:

1. Who are your customers?

2. What is the rationale as to why


they are your target customer
or audience?

3. Why is it important for your


message to reach these
customers?

Each customer will be affected by new


products or services. The tendency is to
group all customers into one category
instead of taking the time to understand
and specifically communicate to individual
needs.

For example – you have some customers


that are jobseekers, and some customers
that are employers.

Ask:
Is the target market “jobseeker customers”
specific?

Is the target market “employer customers”


specific?

Answer:

No

Team Member’s Manual Activity

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© February 2006
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Ask:
Who are some of your customers? Who
are we providing outreach to? Please be
as specific as possible.

Answer:

Solicit answers from the group


that encourages them to
specifically break down their
customers/ potential partners.
Example of jobseekers:
displaced homemakers, out of
school youth, dislocated
workers, workers transferred to
new jobs, women getting off
welfare. Non-profits: Large
social service agencies, small
grassroots organizations. Faith-
based organizations: Large
organizations, smaller
ministries.

Instructor’s Note
Conducting this session as a
brainstorming session with the whole
class will encourage creativity and
assist team members in identifying
very specific customer breakdowns.
List the answers on a flip chart for all to
see. Remember: that in brainstorming
there is no wrong answer.

At the end of the brainstorming –


review the listing with the class, and
have class agree on customer
breakdowns.

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© February 2006
SHARE Network Training Instructor’s Manual - DAY 4.6

Have team members list their


customers on page 117 of the Team
Member’s Manual.

Lunch Break (60 min)

15

ICE BREAKER - Favorite Fast Food

Say:

Take a few seconds to think about what


your favorite fast food restaurant is. Let’s
go around the room and I am going to take
a tally and see what the two top choices
are.

TAKE A TALLY

With the two top choices let’s discuss what


the brand personalities are for each. Think
about the brands as being people and how
would you describe each of them.

RECORD THE CHARACTERISTICS

As you can see, each of these restaurants


has a different brand personality. In the
same way, it is your job to determine what
you want your brand personality to be and
then use that for outreach purposes.

Instructor’s Note

The goal of the exercise to help the


team members understand why it is
important to determine how we want
our product “branded”.

Use a flip chart to record the


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SHARE Network Training Instructor’s Manual - DAY 4.6

characteristics of each restaurant.


Some of the characteristics might have
to do with age, gender, socioeconomic
class, education, personality type, etc.

15

Recap of Morning Session

Ask:
Name one thing that stuck with you from
this morning?

15

Outreach Messages

Team Member’s Manual, page 48

Show Slide 4.6


Slide 4.6: Outreach Messages

Say:
Let me say it one more time – what is
effective outreach about? … Specificity.

We now know what our product is and can


describe it, and we now know who our
customers are – now it’s important to
identify what message each of our
customers will be interested in hearing,
that will encourage them to use SHARE
Network.

In order to understand what message will


most directly reach our specific customer
groups, we can ask ourselves one
question from the customer perspective …
“what’s in it for me”. All of us ask these
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© February 2006
SHARE Network Training Instructor’s Manual - DAY 4.6

questions before deciding to try something


new, or before making a change, because
we are interested in what works best for
us. Your customers are no different.

So, remember that it is important to think


like your customer. One way to do this is
to ask a couple of questions:

1. Will your customer reap


benefits from SHARE Network?

2. What can your customers save,


gain or accomplish from using
SHARE Network?

15

Benefits for Target Audiences

Team Member’s Manual, page 49

Team Member’s Manual


Group Discussion Activity

Ask:
Using the customer group breakdowns
identified in the “Target Audiences” group
activity, brainstorm the benefits of SHARE
Network for each of the customer groups
so that you will be able to clearly
communicate with each category.

Instructor’s Note
Hold this as a general brainstorming
exercise for the group collectively. List
the target customer group on one flip
chart – with the benefits brainstormed
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under each customer group.

Have team members write the answers


in the space provided on page 117 of
the Team Member’s Manual.

30

Target Message Content

Say:
Now that we’ve identified the benefits for
each customer group, because effectively
promoting SHARE Network is about
specificity, let’s determine what the target
message is going to be for each customer
group. The target message draws from
your customer’s benefits that you’ve
identified and becomes the starting point
for providing more specific information
about those benefits.

Using the benefits identified, determine


what the target message is going to be for
each customer group.

As an example – if your customer is a


front-line staff person at one of the
community-based organizations, and the
benefit to your customer in using SHARE
Network is that it will save them time
because they won’t have to manually look
up other organizations services when
doing a referral.

Ask:

What would a good message be in this


situation?

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© February 2006
SHARE Network Training Instructor’s Manual - DAY 4.6

Answer:

“SHARE Network can save you time”.


Simple? Let’s try this with all the customer
groups.

Team Member’s Manual, page 50

Team Member’s Manual


Large Group Discussion

Blank Flip Chart

Instructor’s Note
Have the entire group brainstorm
possible messages for this customer
groups. Be sure to allow enough time
to get plenty of possibilities. Review all
together and help the team members to
a statement similar to “SHARE Network
saves you time.”

Once you have agreement and


understanding, have team members
enter the information on page 117 of
the Team Member’s Manual.

Break (30 min)

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© February 2006
SHARE Network Training Instructor’s Manual - DAY 4.6

60

Say:
Now that we’ve identified a good message
for a frontline staff member, let’s try this
with all the customer groups.

Team Member’s Manual, page 50

Team Member’s Manual


Small Group Activity

Blank Flip Chart

Instructor’s Note
To best facilitate this exercise, divide
the class into the groups representing
the number of customer breakdowns,
so each group handles one or more
specific groups. Have them brainstorm
in their groups the messages for each
of their customer groups. Provide each
group with a couple of blank flip chart
pages and markers. Go around to each
group and offer guidance. After about
30 minutes have each group present
their suggestions and critique with the
class.

Once all groups have reported out on


their customers and benefits, have
team members enter the information on
page 117 of the Team Member’s
Manual.

SHARE Network Page 145


© February 2006
SHARE Network Training Instructor’s Manual - DAY 4.6

20

Tools For Outreach

Team Member’s Manual, page 51

Show Slide 4.7


Slide 4.7: Tools For Outreach

Say:

We’re really making progress … we know


“what” we are targeting, we know “who”
we are specifically targeting to, we also
know what we are going to say because
we understand the benefits to each of the
customer groups. Now it’s important to
identify what promotional tool we can use
to best carry out message. We will be
providing some ideas, templates, and
examples, but your state team lead will be
working with you to figure out what will be
most appropriate to use. Your state may
have limitations on the kinds of outreach
tools that can be paid for with state funds.
Make sure to contact your attorneys
before any promotional tools are
developed.

Outreach tools provide your customers the


best access to the information that you
have to share. In most cases, this will be
your delivering the target message
personally as you identify customers that
will benefit from SHARE Network.

Traditionally the outreach tools are


specifically targeted ads on TV, radio, and
in magazines and newspapers. They also
can include brochures, and other written
products. Because there are not a lot of
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financial resources at your state’s disposal


for marketing tools, we’ll need to figure out
free or very inexpensive BUT effective
ways of getting the word out and
reminding people that SHARE Network is
available to them..

Project SHARE in North Dakota used a


number of specifically targeted brochures
and promotional items, such as
bookmarkers for pastors of faith-based
organizations, and computer-calendars for
front-line staff. All specifically targeted
materials should be used to inform about
SHARE Network and educate about
benefits specific to the target group who
might be participating.

Team Member’s Manual Activity

Ask:
Why did North Dakota’s Project SHARE
bookmarkers as outreach tools for
pastors?

Answer:

Pastors generally have studies


and are well read. Since they
use books so much, a
bookmark is practical and
specifically meets their need in
a clever way.

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© February 2006
SHARE Network Training Instructor’s Manual - DAY 4.6

Say:

SHARE Network has developed some


promotional tools that you can use as well.
They are:

 SHARE Network Quick Guide

 One-Stop Career Center


Brochure

 SHARE Network E-Learning


Disc

 SHARE Network Table Tents

Instructor’s Note

Pass out samples of the tools currently


available one at a time and review.
Solicit feedback about what is good
about the tool and how it might be
used.

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© February 2006
SHARE Network Training Instructor’s Manual - DAY 4.6

25

Applying Effective SHARE


Network Promotional Tools

Team Member’s Manual, page 52

Team Member’s Manual


Small Group Activity

Ask:
Using the customer group breakdowns
identified in the “Target Audience” group
activity, brainstorm the promotional tool
that would be most effective in promoting
the SHARE Network to each of the
customer groups.

Instructor’s Note
Divide the class into different groups
representing the number of customer
breakdowns, so each group handles
one or more specific groups. Have
them brainstorm in their groups the
one or more effective promotional tools
for each of their customer groups.
Provide each group with a couple of
blank flip chart pages and markers. Go
around to each group and offer
guidance. After about 15 minutes have
each group present their suggestions
and critique with the class.

Once all groups have reported out on


their customers and benefits, have
team members enter the information on
page 117 of the Team Member’s
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SHARE Network Training Instructor’s Manual - DAY 4.6

Manual.

30

Promotional Tools Applied

Team Member’s Manual, page 51


and 117

Team Member’s Manual Activity

Say:
Let’s review the work that we did on the
promotional tools from yesterday. The
tools that are available to you include the
following:

 SHARE Network Quick Guide

 One-Stop Career Center


Brochure

 SHARE Network E-Learning


Disc

 SHARE Network Table Tents

Ask:
What other tools did you come up with
yesterday, or since yesterday?

Instructor’s Note

Give the team members time to review


and discuss any ideas that they had
from yesterday or thought about since
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yesterday. Critique the ideas with the


class.

5
Day 4 Closing

Show Slide 4.8 Slide 4.8: Day 4 Closing

Say:

Let’s review what we have covered today.

 We have reviewed the basics of


outreach.

 We have defined our product


and developed an “Elevator
Speech”.

 We have identified our target


audience and appropriate target
messages for each.

 We have begun development of


promotional tools.

Tomorrow we will be covering the


following:

 We will complete the Outreach


Matrix.

 We will complete the project


plan for implementation of
Access Points.

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© February 2006