Communications getting attention & enhancing your reputation
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Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
Marketing NPOs:Getting Attention
& EnhancingYour Reputation
CommunicationsPresented by: Deborah Spector
[email protected]/blog
July 2012
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July 2012Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
“If you don’t know where you’re going it doesn’t matter which way you go!”
Said the Cheshire Cat in Alice in Wonderland
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July 2012Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Why Strategic Communications?
You’re doing amazing work, but no one seems to know!
Today’s session is designed to help you streamline & coordinate your communications and develop a communications plan.
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July 2012Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
What is a Communications Plan?
Communications planning helps you define how you communicate with your
various audiences. An effective communications plan
reflects your organization’s mission, goals and objectives, and is integrated into daily operations.
Your plan informs everything from the content of your website to the frequency of your contacts with the media.
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July 2012Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Step I - Research
Why do research?– Sets foundation for all
communications– Provides audience insights– Uncovers opportunities, threats,
etc.– Analyzes direction, position,
messages
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Research Tools
Brainstorming sessionsSWOT AnalysisAudience Discovery InterviewsFocus groups
July 2012Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
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What Do You Gain From Research?
Foundation elements for Message Framework
Positioning – statement of your mission that drives your organization
Tagline – key words & phrases that set you apart and make you special
Benefits and attributes – key messages about what you offer
Features – talking pointsJuly 2012
Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
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July 2012Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Getting Started
Goal and objectivesSelect Target AudienceMessages and Credible
MessengersTactics, timelines, assignments and
budgetsMeasurement of Success
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July 2012Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Your goal is your vision for change
How does your organization plan to change the world?
1.2.3.
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July 2012Creative Solutions & Innovations
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Objectives are the concrete steps
taken to reach your goalObjectives must be:
SpecificMeasurableAttainableRealistic
Time-bound
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July 2012Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Your Mission Goes Here:
Objectives:
1.
2.
3.
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July 2012Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
How do you make your objective a reality?
Identify the decision maker with the power to make your objectives real
Whom would you identify as a decision maker?
1.2.3.
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July 2012Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Reaching Decision Makers
Who are the people who can reach your decision makers and help achieve your objectives?
1.2.3.
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Target Your Audiences
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July 2012Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Identify Your Target Audiences
Clients Faith CommunityFormer Clients EducatorsAdvocates Health Care ProvidersBoard members Business OwnersVolunteers Targeted MediaDonors BloggersFoundations Twitter InfluencersLocal elected officials Partner
OrganizationsCommunity leaders Sponsors
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July 2012Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Message Characteristics
Share Knowledge about your organization and your issue.
Overcome barriers. Respect your audience’s comfort zone and move them forward in manageable steps.
When your audience takes an action, remind them that they are doing a good thing.
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July 2012Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Creating Messages to Create Action
Threshold MessagesWhat do people need to know, believe or care about to become
engaged? What obstacles do you have to overcome to get people over the
threshold?
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July 2012Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Creating Messages to Create Action
Solution MessagesAnd, the world would be a better place. . .What is the projected positive outcome? How would people’s lives be better?
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July 2012Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Creating Messages to Create Action
Action MessagesWhat is the purpose of the
message? What do you want people to do?Hint:Link it to the goal of a specific
campaign.
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July 2012Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Creating Messages to Create Action
Reinforcement Messages: How do you keep people involved? Do your supporters carry your
messages?What do you give them to do so? Do you have statistics, anecdotes,
or sound bites?
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July 2012Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Identify your messengers
Who is your best messenger?
1.2.3.
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July 2012Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Strategy & ActionCommunications Awareness Comprehension Conviction Commitment
Mass 40% 10% 5% 5%
Direct 40% 50% 20% 10%
Small Group 10% 20% 35% 15%
Person-to-Person 10% 20% 40% 70%
• Awareness brings your nonprofit to the attention of an audience
• Comprehension develops an understanding of an organization
• Conviction matches individual interests to institutional offerings
• Commitment assists in the decision process*Adopted from the Barton-Gillet Company
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Types of VehiclesOnline
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• Websites• search engines• online public relations [syndicated
content, pod-casting, online magazines, blogs]
• Paid advertising [banner ads, newsletters
• Email marketing [e-newsletters, campaigns
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Social Media & Networking
July 2012Creative Solutions & Innovations
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FacebookTwitter
YouTubeFlickr
LinkedInNPOdev&trade All Rights Reserved - http://www.npodev.org
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October 16, 2008Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
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Ethics and Transparency
SM is about trust & trust must be earned. Once lost, trust is hard to recover. In SM, there may be no second chance to recover it ~Wayne Hurlbert, Social Media Marketing GPS - https://www.box.com/shared/0n18eeycl4
How do you make your clients feel safe on your social networks?
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Advertising
Up Dat
es
Social
Med
ia
Stakeholders
WebsiteBlogTwitterBanner Ad
Strategies
Tactics
Enterprise
A Integrated Marketing Model
3. Create The Awareness
Signature
Invite Your Audiences To Your Party
http://bloombergmarketing.blogs.com/
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Traditional Public Relations
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Speaking at ConferencesPress ReleasesPress ConferencesPublished ArticlesPSAEvents [Fundraisers, Meet & Greet]Broadcast Programming
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October 16, 2008Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
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July 2012Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Communications Activities
TacticsTimelineAssign key tasksBudgetEvaluation
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July 2012Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Measuring Success
Use anecdotal as well as quantifiable measurements
Identify a mix of outputs and outcomes. Outputs are a measure of your efforts. Outcomes are the changes that occur.
Build-in opportunities where you can identify what is/is not working.
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July 2012Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Reality Check
Do you have enough resources?Are you finding ways to include key
staff, volunteers, and leadership?Do you have buy-in from your
chapter? What about national?Can you measure your success?
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Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
July 2012
Marketing NPOs:Getting Attention
& EnhancingYour Reputation
Deborah [email protected] www.creative-si.com/blog