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Tips for Optimizing Your Communications Dollars

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Tips for Optimizing Your Communications Dollars & Creating Messaging that Works National Disability Institute s REI Tour Mayor s Leadership Academy – PowerPoint PPT presentation

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Title: Tips for Optimizing Your Communications Dollars


1
Tips for Optimizing Your Communications Dollars
Creating Messaging that Works
  • National Disability Institutes REI Tour
  • Mayors Leadership Academy
  • Federal Reserve Bank of Boston
  • Sept. 27, 2011
  • 440 540 p.m.

2
introductions
  • Andrew Houghton Moderator
  • Disability Inclusion Solutions, Inc./President,
    NDI Board of Directors
  • Paula Kelley
  • Client and Business Management Executive,
    Northeast and Southeast Trust Divisions, U.S.
    Trust, Bank of America/NDI Board of Directors
  • Michael Jensen
  • Partner/Consultant, Mission Control Media/NDI
    Board of Directors
  • Lisa Stockmann Karp
  • Director of Communications, National Disability
    Institute

3
Communications
  • What is it?
  • Why do we do it?

4
what is it?
  • COMMUNICATION
  • COMMUNICATIONS
  • Transmitting or imparting information (one-way)
  • Sharing or exchanging information (two-way)
  • The field of expressing ideas effectively
  • The practice of imparting or sharing information

5
Communication why do we do it?
  • Transmit information
  • Seek information
  • Share ideas
  • Educate/Understand
  • Develop relationships/rapport
  • Influence/Persuade
  • Inspire/Motivate

6
Communications the practice key components
  • Strategy
  • Planning
  • Implementation

7
Communications strategy
  • STEP 1 STRATEGIC PLANNING - ORGANIZATION
  • MISSION
  • Who are we?
  • What is our purpose?
  • VISION
  • What do we want to accomplish?
  • What would success look like?
  • Who are our stakeholders/customers?
  • STRATEGY
  • How are we going to do achieve our mission and
    vision?
  • What specific action steps do we need to take?

8
Communications strategy
  • STEP 2 COMMUNICATIONS STRATEGY
  • RULE 1 YOU CANNOT DEVELOP AN EFFECTIVE
    COMMUNICATIONS STRATEGY IF
  • You dont know who you are
  • You dont know why youre here
  • You dont know what success looks like for your
    organization
  • You dont know or understand your
    stakeholders/target audiences
  • BOTTOM LINE YOU NEED A SOLID STRATEGIC PLAN TO
    DEVELOP A SOLID COMMUNICATIONS STRATEGY!
  • COMMUNICATIONS STRATEGY IS SIMPLY ONE OF THE MANY
    ACTION STEPS NEEDED TO EXECUTE YOUR OVERALL PLAN.

9
Communications strategy
  • THE BACKBONE
  • Branding
  • Positioning
  • Messaging

10
branding
  • WHAT IS YOUR BRAND?
  • YOUR PERSONALITY!

11
YOUR BRAND IS . . .
  • What your organization or company stands for
  • What youre known for
  • How stakeholders/ customers perceive you
  • What stakeholders/customers say about you
  • A PROMISE YOU MAKE TO THE WORLD!
  • The key to your brand promise?
  • YOUR PEOPLE
  • Build brand ambassadors!

12
positioning
  • Owning a word or category in your
    stakeholders/customers mind
  • What makes you different your unique position?
  • What makes you unique in the crowded field that
    is your category?

13
messaging
  • What you want to say about your brand
  • How you want to say it (tone, angle, keywords,
    etc.)
  • A good message is
  • Memorable
  • Frames problem
  • Offers solution
  • Call to action
  • Verbal and visual

14
Mapping your message
Do Now Think Now
Do in the Future Think in the Future
Differentiator
MESSAGE
15
TAILOR MESSAGE TO AUDIENCE
MARKET ACCESS PRIMARY NEEDS SECONDARY NEEDS RESULTS
Low-Income Written Online Income Navigating benefits Financial Stability Basic Financial Independence
Middle-Income Online Written Navigating benefits Financial Planning Financial Independence
16
Next steps
  • Branding, positioning, messaging finalized
  • Create implement a communications plan
  • How reach target audience (vehicles)
  • Specific objectives/deliverables for each vehicle
    type
  • Timeline
  • Measureable outcomes
  • What does success look like?
  • Metrics

17
Implementation communications vehicles
  • Collateral/Marketing Material
  • Advertising
  • Public Relations
  • Media Relations
  • Community Outreach/Education/Partnerships
  • Email Marketing
  • Online/Web
  • Social Media
  • Text Message/Mobile Marketing

18
Collateral/marketing material Print or electronic
  • Brochures
  • Newsletters
  • Flyers
  • Posters
  • Postcards
  • Mailers, etc.

19
Collateral/marketing material WAYS TO SAVE
  • Get writing, design and printing donated
  • Offer established designer, firm and/or printer
    sponsorship/publicity in your initiative in
    exchange for pro bono services
  • Give aspiring professionals an opportunity in
    exchange for pro bono services
  • Local college or university
  • Local chapter of professional organizations
  • AIGA (graphic design)
  • PRSA (public relations)
  • IABC or WIC (communications/editorial)
  • AMA (marketing)
  • Volunteer or one of their contacts

20
Collateral/marketing material WAYS TO SAVE
  • Tricks of the Trade
  • 1-C or 2-C printing
  • Digital Press (low quantity)
  • Existing Photos (with permissions, of course!)
  • Royalty-Free Stock Photography/Illustrations/Video

21
Collateral/marketing material WAYS TO SAVE
  • Online Resources
  • DESIGN
  • 99designs.com
  • ROYALTY-FREE STOCK PHOTOGRAPHY/ILLUSTRATIONS/VIDEO
    S/AUDIO
  • iStockphoto.com (very affordable!)
  • PRINTING
  • 48HourPrint.com
  • Vista Print
  • FedEx Office
  • AlphaGraphics

22
ADVERTISING
  • Print
  • Broadcast
  • Online (more later)

23
ADVERTISING PRINT
  • Newspaper
  • Magazine
  • Billboard
  • Direct Mail

24
ADVERTISING - PRINT WAYS TO SAVE
  • Ad Space Donation/PSA
  • Know your print media, sizes
  • Have ads campaign ready to go, or ready to be
    tailored when ask
  • Sponsored Ad
  • Sponsor or local business pay to place
  • Request discount
  • Sponsor logo/ brought to you by
  • Spotlight Ad
  • With other partners or non-profits
  • Go in to buy a page together, each getting
    portion of space
  • Local college/university, professional
    organization/club/publications ad or creative
    dept./volunteers and their contacts
  • Donate creative services

25
ADVERTISING - BROADCAST
  • Television
  • Radio

26
ADVERTISING BROADCAST WAYS TO SAVE
  • Produced Spots
  • Ad Space Donation/PSA
  • Know your broadcast media lengths - 15, 30,
    100
  • Have ads campaign ready to go, or ready to be
    tailored when ask
  • Sponsored Ad
  • Sponsor or local business pay to place
  • Request discount
  • Sponsor logo or mention/ brought to you by
  • Live Read - On- Air Mention by Personality
    (radio)
  • Local college/university, professional
    organization/local on-air personality/stations
    ad or creative dept./volunteers and their
    contacts
  • Donate creative services

27
PUBLIC RELATIONS
  • Promoting and developing goodwill between your
    organization and the public, your target
    audiences/stakeholders, the community.
  • Practice of managing communicating between you
    and the public/stakeholders.
  • MAIN TYPES
  • Media Relations
  • Community Outreach/Education
  • Partnerships/Networking/Rapport Building

28
PUBLIC RELATIONS MEDIA RELATIONS WAYS TO SAVE
  • FREE But deliberate, strategic, trend analysis
  • MEDIA RELATIONS
  • Placing stories
  • Pitching news to local media (print, broadcast,
    online, social)
  • Trend spotting and analysis
  • News Cycle The Tuesday Principal
  • Creating and placing your own online content
  • Articles, blogs Online content is King (more on
    this later)
  • Being an expert resource for media on your
    topic/brand category

29
PUBLIC RELATIONS MEDIA RELATIONS WAYS TO SAVE
  • FREE But deliberate, strategic, trend analysis
  • MEDIA RELATIONS
  • Get to know your local media/relevant journalists
  • Develop rapport
  • Local college/university, professional
    organization, PR agency, volunteers and their
    contacts
  • Donate media relations and PR services
  • Generate media list
  • Local media contacts relevant to your
    cause/brand/category
  • Database and platforms available (Cision, etc.)

30
PUBLIC RELATIONS community outreach, education,
partnerships WAYS TO SAVE
  • Marketing message to influencers, target
    market/stakeholders
  • Also FREE But deliberate, time consuming and
    strategic
  • TYPES
  • Public Speaking/Presentations
  • Community Engagement/Customer Service
  • Community Partnerships/Coalitions Raise Issue
    Visibility
  • Education Programs
  • Customer Service Brand Ambassadors
  • Word of Mouth
  • Social Media (more later)

31
EMAIL MARKETING
  • FREE But need to be mindful of privacy,
    permission-based and spamming laws
  • Only send marketing emails
  • People who have requested to receive them
  • Relevant content
  • Engaging, collaborative tone but brief
  • Build and create email contact list
  • Must avoid being flagged as spam

32
Email MARKETING Tips for Strategy Success
  • BUILD A TARGETED MAIL LIST
  • Tips Build your list with the aid of your best
    advocates friends
  • BRING VALUE
  • Tips Provide a well crafted content piece, tell
    a story
  • DEVELOP A STRATEGY
  • Tips Goals for new members, existing
  • GOALS
  • Tips Know what you want!
  • TEST MONITOR RESPONSE

33
Email MARKETING Marketing Services Overview
  • Constant Contact
  • Manage email database, provides design
    templates, monitoring, metrics
  • Set monthly fee based on size of list
  • Constantcontact.com
  • Vertical Response
  • Manage email database, more design freedom,
    monitoring, metrics
  • Pay-as-you-go fee or pay monthly
  • Non-profit program up to 10,000 emails free per
    month for 501c3 orgs
  • Verticalresponse.com
  • List of Online Services Available
  • http//email-marketing-service-review.toptenreview
    s.com

34
Website Marketing
  • Website Development
  • Make your website an information destination
  • Building or adapting your website content for
    consistent updates Social Media Integration
  • Monitoring/Metrics
  • Tips Resources
  • Consider Use of WordPress format for Website
    build
  • Offer established web designer, firm
    and/developer sponsorship/publicity in your
    initiative in exchange for pro bono services
  • Give aspiring professionals an opportunity in
    exchange for pro bono services
  • Local college or university,
  • Local chapter of professional organizations
  • Finding Talent to build your site Freelance
    talent elance.com
  • Design 99designs.com
  • Programming codemyconcept.com

35
Online MARKETING AdVERTISING Overview
  • Advertising Basics
  • Pay Per Impression ( CPM or PPM) Banner Ads/Pop
    Up Ads
  • Pay Per Click (PPC) Google AdWords, etc., pay
    when ad is clicked
  • Pay Per Action (PPA) Pay per sale, affiliate
    programs

36
Online- Marketing Opportunities
  • Outreach Programs Examples
  • AOL Impact
  • http//impact.aol.com/
  • Cause Cast
  • http//nonprofit.causecast.org
  • Regional Outreach Opportunities
  • Patch.com - Local!
  • Digital sites in serving your communities
  • Pew Research Jan 2011 Of 79 of Americans
    online. Internet was the second most
  • Relied on source, adults under 40, after local
    newspaper (many of which have digital sites)

37
SOCIAL MEDIA
  • Facebook
  • Twitter
  • YouTube
  • Others

38
Communications vs. social media
  • COMMUNICATIONS
  • SOCIAL MEDIA
  • Brand-driven
  • Educates
  • Message delivery One way
  • Message repetition
  • Brand creates content
  • User/Audience driven
  • Influences, Participatory
  • Conversation Two-way
  • Message evolution
  • Audience and Brand create content together

39
SociaL media StRategy Overview
  • Design Strategy
  • Craft Messaging/Voice
  • Build Content Roadmap
  • Identify Goals
  • Create Content Drive Engagement
  • Build Online Community
  • Moderate Participation
  • Support
  • Listen Respond
  • Provide Value

40
SociaL media - Benefits Opportunity
  • Engaging your Audience
  • Improve Loyalty with your Audience
  • Analyze Insights and feedback to Improve
  • Creating Brand Advocacy
  • The Share Factor Friends tell Friends - Power
    of referrals

41
TEXT MESSAGE/MOBILE MARKETING
  • NOT FREE But like email marketing, need to be
    mindful of privacy, permission-based and spamming
    laws
  • Only send texts to
  • People who have requested to receive them costs
    them to receive, you to send
  • Relevant content
  • Engaging, Short, Collaborative tone
  • Build and create texting contact list
  • Must avoid being flagged as spam

42
Questions Answers
43
Tips for Optimizing Your Communications Dollars
Creating Messaging that Works
  • National Disability Institutes REI Tour
  • Mayors Leadership Academy
  • Federal Reserve Bank of Boston
  • Sept. 27, 2011
  • 440 540 p.m.
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