| Abstract |
For the purposes of this document, consider the terms marketing, communicating, and branding to be synonyms. These verbs all refer to the actions which establish the personality or identity of CIMMYT with external audiences.CIMMYT’s core communication weakness is excess. Too much information, directed at too many audiences, too frequently. Our copy is wordy and jargon-filled. Our visual style is busy and cluttered. We are overly literal and descriptive. In trying to do too much, we create our own white noise. Our challenge is to re-organize CIMMYT communication without alienating existing audiences, including internal ones. Our task is to prioritize CIMMYT communication and devise ways to reach the audience which can best help us accomplish our goals. First, we must better organize ourselves and our communication. Prioritize. Synthesize. Simplify. Do fewer things better. Next, we must strive to communicate in a way that moves people. This plan offers a vision and a strategy for CIMMYT to meet these challenges and communicate in a more powerful way. |
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