Mind Blowing Public Relations Campaigns

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Mind Blowing Public Relations Campaigns

• Colin MilnerInternational Council on Active
  Aging

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Download and use

• WWW.ICAA.CC/canfitpro.htm

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• Close your Eyes
• Hands over your Ears
• Hands over your Mouth

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My Goal for Today is

• WHAT IF?
• Create a strategic PR plan
• To develop a plan for implementation
• Tools needed
• Controlling the dialogue
• Blow your mind

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Whose mind will you blow?
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What is Public Relations?

• It is the creation of a relationship with
• the general public, or potential clients
• that enhances your organizations
• position.
• Everything counts.

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What is your most recent PR campaign?
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We will start by creating a strategic plan
process that will gets your message out to the
media and the public.
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• A customer of the moment is the one
• who buys your brand a customer for life
• is one who JOINS it.
• Faith Popcorn
• EVEloution

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The most common mistakes in public relations not
creating a plan from the start, or a message that
is compelling.David Olmos LA Time

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YOU HAVE FOUR CHOICES

• Status quo
• Have a destination, however you have no plan on
  how to get there
  
• Give up
• Create a focused plan ON HOW TO GET TO YOUR
  DESTINATION

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Today we will focus on the key elements for a
successful PR campaign

• The creation of your strategy
• The implementation of the strategy
• The tools to use
• How to control the dialogue before your
  competitor does
  

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Strategy!

• What are the elements of a strategic plan?
• Mission statement is everything
• Objective
• Competitive advantage
• Target audience
• Tools need
• Developing your niche in the marketplace
• The identity you wish to have
• Focus on results and not actions

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ICAA Mission Statement

• The ICAA connects a community of
  like-mindedprofessional who share the goals of
  changing societys perception of aging and
  improving the quality of life for aging baby
  boomers and older adults within the six
  dimensions of wellness.
• The council support these professionals with
  education, information, resources and tools, so
  
• they can achieve optimal success.

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Strategic Planning

• Step 2
• Objective

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Objective

• Has to be quantitative
• The purpose of your PR plan is to create
  awareness for the organization that will support
  your sales and marketing campaigns.
  
• Measure what you manage

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Achieve Your Objectives Through Research

• Market
• Look at what is happening in the
• Industry, research or your community to
• establish opportunities and address
• challenges
• The become an expert in the market to
• support the success of your objectives

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Achieve Your Objectives Through Research

• Product or service
• What makes it different and desirable?
• Find ways to improve and add value to it.
• To achieve this
• Establish what benefits are offered by your
• product and what sets you apart from the
• competition?

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Achieve Your Objectives Through Research

• Competition
• Know them better than they know
• themselves. Know their strengths and
• weaknesses and take advantage of this.
• Mystery member
• Demographics
• Figure out who your ideal customer is and
• where they are located.

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Achieve Your Objectives Through Research

• How to market to them
• Research your best avenues for getting your
• message into the sub-conscience of your
• potential clients.
• Internet Intelligence
• The internet now makes it easier than ever to
• gain marketing intelligence.

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Achieve Your Objectives Through Research

• Technology
• Assess how technology can help you
• deliver your message, track the
• results, and keep you on target
• Knowledge is power

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Strategic Planning

• Step 3
• Competitive Advantage

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Competitive Advantage

• To achieve your objectives utilize a
• message that concentrates on your
• strengths and what sets you apart from
• your competition.
• Select the most unique, desirable and
• believable one--and stress that one benefit,
• two at the most.

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A Look at Your Competitive Advantage

• TAKE A MOMENT A WRITE DOWN
• It should be a positive benefit
• How people can gain from being involved
• with you
• Ideally it should be exclusive to your
• organization
• The more unique the better. Maybe they do
• offer it but never talk about it

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Competitive Analysis Question?

• TAKE A MOMENT AND WRITE
• DOWN
• What are your competitors
• strengths and weaknesses?
• What are your strengths and
• weaknesses?

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How to incorporate yourcompetitive advantage

• Get your staff to buy into your
• advantage and make it their
• mantra.believing in it passionately.
• Ensure that all your marketing
• materials reflect this advantage.
• Make sure that your members know
• and promote what makes you
• different.

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• For your media, public and your staff
• to understand and buy into your
• competitive advantage, ensure that it
• is clear and concise

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Strategic Planning

• Step 4 Target Audience

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Target Audience

• Who do you want to get your message
• and who are their readers?

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Target Audience Question?

• Who do you want?
• What age group?
• Income level?
• Where do they live?
• Availability?
• What is their functional ability?

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Target Audience

• Health writers/editors for...
• Magazines
• Newspapers
• Internet
• TV
• Radio
• Newsletters, etc

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Examples

• The ICAA targets 1,000 editors and
• writers for national and local industry,
• and general public, publications that have
• an interest in the active older adult
• market.
• We have been covered in New York Times, Wall
  Street
  
• Journal, Newsweek, Globe and Mail, Chicago
  Tribune, LA
  
• Time, Nation Post, Seattle Times, Parade, AARP
  Magazine,
  
• CARP, CNN, Montreal Gazette, Vancouver Sun

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Strategic Planning

• Step 5
• Tools

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Tools

• What tools will you use to accomplish
• your objectives?

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Tools

• 80/20 Rule
• Web site, blog
• Mass E-mails/news
• Mail
• Editorial writers
• Renewal Notices
• Phone on Hold
• Advisory Board
• Brochure
• Free consultation
• Educational events

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Tools

• Testimonials add credibility
• Use your exposure in your marketing materials.
• Picture perfect
• Advertising and Direct mail ( these are the most
  common)
  
• Brochure
• Newsletter
• Letter
• Bulletin board
• Sales office walls and presentation
• Walls of the club
• E-mail
• Public Relations, etc.

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Tools

• Create a program that enables you to fuse
• together other companies with your
• message.
• Companies that will place partner on campaigns
  and
  
• promotions that are worthy of PR.
• I.EYou Can, Presidents Council, NASA,
• Physicians

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Tools

• On its own PR can be somewhat ineffective.
• Combined with a strategy and other marketing
  tools PR can be a powerful LOW COST INVESTMENT
  over time, as its role is to change peoples
  belief systems long term.
• People drop their PR because they dont see an
  immediate increase in calls, this is very short
  sighted.

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Tools

• Be sure your people are trained on your campaign
  and what it means to them.
  
• Ensure your phones are answered properly and the
  staff is knowledgeable about the campaign.
  
• Signage in the facility in connection with the
  campaign is well placed.
  
• Employees know how to convert calls and tours
  into business.

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Tools

• Internal Public Relations
• Once someone has purchased your product
• then you need to remind them of why they
• chose you
• Your message
• Values
• Commitment
• Show progression

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Tools

• Education Campaigns
• National Diabetes
• Older adult month
• Osteoporosis week
• Breast cancer
• Etc

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Other Campaigns

• Milestones
• Awards
• Success stories
• Human interest stories
• New products or trends
• Events, workshops, etc.

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Examples

• Changing the way we age
• Active Aging Week
• Expert article
• Partnership support
• Hawaii
• 1300 coverage in 2005

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What Media to Use?

• Magazines
• Readers associate the same credibility of
• the magazine with the coverage offered.
• Radio
• Offers one-on-one intimate connection.
• Newspaper
• Circulation numbers, newsworthy appeal.

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Media to Use

• Television
• Lets you show your message in use with all the
• benefits.
• Signs
• Impulse response, reminds them to get involved if
  in
  
• buying mood.
• Flyers
• Economical and instant results

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Media to Use

• Internet
• The internet offers you the opportunity to get
• people involved in what you have and creates an
• interactive community.

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Online Marketing

• Ensure that your press releases drives people to
  the web for more about your campaign.
  
• Create reciprocal links with like minded
  organizations around the campaign.

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Tools

• What are you using right now?
• Are they working?

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Tools

• What would you do to make them more effective?
• What new tools would be applicable to you and why?

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Strategic Planning

• Step 6
• Developing Your Niche
• in the Market

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Create a Niche

• What is your niche and why?
• Carve out a position that supports your mission
  statement.
  

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Create a Niche

• Once you have identified your niche, your PR MUST
  reflect that distinctive positioning.
  
• Its stated in your PR plan and is apparent in
  ALL your marketing.
  
• How will you support your niche?

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Other Examples

• Seniors Fitness Centersdeals with aging issues
  and campaigns
  
• Women's Onlydeals with womens issues

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Strategic Planning

• Step 7
• Budget

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Budget

• Do you know what your PR budget is?
• Are you spending it effectively?
• Analyze your resultsnumbers never lie
• Dont panic, make wise adjustments based on the
  numbers

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Implementation of your Plan

• Control the Dialogue
• (Positioning)

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Controlling The Dialogue

• Objective
• Competitive Advantage
• Target Audience
• Marketing Tools
• Niche in the Market

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Controlling the Dialogue

• What is controlling the dialogue?
• The absolute control of how you and
• your company are perceived in the
• market and consumers mind.

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Controlling the Dialogue

• To truly dominate a market you MUST
• control the dialogue around your
• product.

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Why control the dialogue?

• You become associated with a specific area
• of expertise thus dominating a position within
• the consumers mind.
• If you dont, your competitor will, and you are
• much better off to control how people see
• and perceive you.
• I.E. Wall Mart, Vancouver Olympics, Mad Cow

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When to control the dialogue?

• When you have an action plan in
• place that will allow you to dominate.

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Where do you controlthe dialogue?

• Your members, the press, the community,
• the staff, the competition your peers, etc.

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How do you Control the Dialogue?

• Open your war chest and dominate.

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What You Need to Do

• Have a plan that is oriented to the present
• and the future.
• Make a commitment to your plan and live it.
• Realize that public relations is an investment
  in
  
• your future, not a necessary evil.

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Realistic Expectations

• The time to gain results. Make a commitment to
  the program, then tweak it.
  
• Superb long term public relations may not provide
  immediate results.
  
• It is about changing human perceptions.

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Your Role

• Create, produce and activate the public relations
  campaign, taking action to ensure that the right
  message gets to the right people.
  
• The publics role is to respond. To achieve this,
  you must invite them to take action.

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• Go ahead, blow
• your mind
• Than you