FINALCPF Marketing Workshop.pptx (1) · 2019. 2. 2. · Marketing Planning for CPF Chapters Sandra...

From seeds to trees

Marketing Planning for CPF Chapters

Sandra S C ArthurMarketing Consultant+250 479 [email protected]

1

mailto:[email protected]

Sandra S C Arthur© 2019

Agenda

❖ My Experience: Marketing Background: CPF role

❖ Quick introduction to Marketing

❖ How to kick off a marketing campaign in your chapter

❖ Events, Newsletters, Website, Email, Social Media

❖ Spotlight on Facebook : Hints, tips and planning

❖ Coordinate all your efforts

❖ Discussion: Your experiences, feedback & ideas


New to Marketing Planning?

❖ Tactical Plans: Decide what you can do for the year.

❖ National Information: Leverage content.

❖ Local Chapter News: School Web, Newsletters, Social Media (Facebook, Twitter, etc)

❖ Local Members: Email, school events, CPF newsletters

❖ Local Media: Provide content, invite to events etc.


Take Small Steps

❖ Who, what, when, where

❖ Who Can help?

❖ What Information?

❖ When do you want to share?

❖ Where this information will be sent?

From seeds to trees


How to start

❖ Map out your desired yearly plans

❖ Example of typical Chapter Planning:

Welcome Back events/letters, Kindergarten Registration/New FI parents events, Membership drive, Local French Film Festivals, French themed events: Music, drama, Cuisine, Reading/Mentoring, Concours, Celebration (K:12 gift exchange), advocacy, fundraising.


Who to reach and how?

❖ Target audience: CPF Members, Local French Immersion families, French teachers, Students

❖ How to reach: School events, PAC meetings, School Web/newsletters, Teachers (via central contact).

❖ What type of messages: National new & recent research report, What’s on locally, CPF sponsored events.


Leverage National content

❖ Easy steps: Use content & ideas supplied by CPF National and Provincial offices. Go to https://cpf.ca/

❖ Include such information in your own messages via email, newsletters, web, social media e.g. Facebook.

https://cpf.ca/


Local Chapter News

❖ Approach your local schools to include a CPF/French Immersion section on their web/newsletter.

❖ Create your own local newsletter

❖ Update your local web and launch a Facebook page*

Sample Newsletter

❖ Brainstorm content

❖ Invite /seek contributions

❖ Ask each team volunteer to offer one post!

❖ Distribute /share to membership/school/media

❖ Aim 2 or 3 per year


Successful content

❖ Avoid making your newsletter simply a reporting vehicle. Include:-

❖ Upcoming events (CPF and local)

❖ Interviews/Viewpoints

❖ Grants, bursaries, awards, prizes, discounts

❖ Shared experiences/advice

❖ Helpful links (reports, reading, video, songs)

What is Facebook?

❖ Facebook founded in 2004, it is the largest repository of personal information designed to maximize connections. One billion registered accounts and currently sits at 2.23 billion monthly active users.

❖ Location, age, gender, interests, connections, relationship status, language, workplace, birthday, education.


Facebook Facts

❖ Industry research 2018, 84% still says Facebook is the most important social media channel!

❖ People are not seeing as many pages as in the past

❖ Now focus on Family and Friends with less business posts on news feed.

❖ No promotional rule/push to buy ads will not work.

❖ So only 1.6-2% will see business posts!

Is Facebook worthwhile?❖ Despite your posts reaching only a low 1.6-2% in newsfeeds, it

is still worthwhile to develop a page.

❖ Your memberships/fans will still actively visit and seek out your content


Establish your page!❖ Create photo banner (now slideshow possible, even GIF)

❖ Use posts and feedback tools to develop fan comments

❖ Encourage involvement through video and content

❖ Display “like” button - promote and encourage page visits

❖ Advertising is possible but not worthwhile ?


What works?

❖ Preference given to video posts (try live 45 seconds video). Upload directly not via YouTube.

❖ Produce Authentic/current events/timely posts/trending topics/offer value/stand out in newsfeed!

❖ Types of messages: PEOPLE, Humour,, inspirational, motivational

❖ Advice


Facebook Timing❖ Users typically look at FB 8 times per day and spend 20 minutes per

session!

❖ More traffic early morning and at end of day/evening

❖ Typically, Friday and Weekend receives more traffic (6-9 pm)

❖ Email CPF members/Links via School Web/PAC newsletters/FB links etc all help to boost your posts.

❖ Promote Events!

❖ Use Messenger to offer personal answers.

❖ Consider other social media: Twitter, Instagram

Content ideas!

❖ Make a schedule! ❖ Sticking to an approximate format, helps you overcome writer’s

block and stops you from being overwhelmed. ❖ Get others to contribute!❖ You can write, design, and upload and schedule your posts -

per week or month!

MonPhoto post

WedTimely news

ThursHelpful link

FriLive video

post

SatEvent post

TuesFunny GIF orhumour post


Facebook Metrics

❖ Go to “Insights” on your CPF Facebook page

❖ Great tool to find out likes, views per page, post reach and engagement, action on page, when your “fans” are online, etc.

❖ Pages to watch (Get ideas to share!)

Facebook Live!

❖ Members & fans can watch you speak, live (real-time) at any given event or location!

❖ Great for Q & A sessions

❖ Introduce/cover a special event

❖ Sneak peak at new report etc

❖ Prize results etc.


Facebook Premiere

❖ New Facebook feature

❖ Pre-recorded and scheduled video

❖ Posts reminders 20 minutes & 3 minutes

❖ Fans can post, like, share all live

❖ All the advantages of Live Video

❖ Video remains for future viewing

Facebook hints: Captions

❖ Add a caption to your video posts! Facebook will feature your video post on newsfeeds with no sound.

❖ Captions will help grab your “fans” attention and alert them to turn on the sound.

FB hints: GIF Sharing

❖ A fun way to add humour into your posts

❖ Select GIF image (from GIMPY, Tumblr, Imgur, etc). Paste link into your post and FB will animate and show in newsfeeds.

❖ You can update and include as your profile picture!

Facebook Hints: Pinning

❖ You can “pin” an important post to the top of your page.

❖ This will ensure this is the first post your “fans” will see when they visit your page

❖ Remember to unpin after 7 days etc.

Facebook Hints: Hashtags

❖ Don’t add lots of meaningless hashtags!

❖ Limited your post to one hashtag that is relevant to your campaign and message

❖ Hashtags can help you track conversations on the same topic #CPFSaanichLectureEnCadeau

Facebook PostPlanning Sept Oct November

1-7*Shout out to CPF Chapter

People - introduce Team(video/photo)

*Reminder for new fundraising

*Announce Prize winners

7-14 Prize offer for membership drive

Fundraising results: Where funds will be

spend Upcoming local events

14-21 Link to helpful research report

Spotlight on local person

(teacher/member/volunteer)

Parenting advice/helpful links

21-31 Offer humour photo or link Link to helpful content Humorous post(s)

September October November December

FACEBOOK PostsNew Team

Fundraiser launchMembership drive

Membership Drive/prize info

Event: Bonjour, Bonne Nuit

French Cafe/Announce prize

winners

Local News- Schools Newsletter- CPF members/webCPF Chapter newsletter

Content for web/school newsletters

Call for contributions/photos/

reports

Produce Chapter Newsletter.

CPF members Email Ask members to share our news with friends

Share upcoming events/seek volunteers

Announce prize winners

Media News Release Follow up via phone? Invite to events

Coordinate all your marketing effort


Marketing Works!

❖ Good leads offer Engagement

❖ Engagement leads to Trust

❖ Trust allows us to teach/learn/connect

❖ Learn allows us to make a promise

❖ Promise might earn enrolment (members/support)

❖ Engaged supporters tell others - now you try it!


Involve your team and have fun

Thank you

Make Marketing Fun!

FINALCPF Marketing Workshop.pptx (1) · 2019. 2. 2. · Marketing Planning for CPF Chapters Sandra...

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Transcript of FINALCPF Marketing Workshop.pptx (1) · 2019. 2. 2. · Marketing Planning for CPF Chapters Sandra...