Guerilla marketing final
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Transcript of Guerilla marketing final
low cost, effective community relations
Guerilla Communications
OSBA
Conference
2008
“Founder” and guru: Jay Conrad Leverson
Less money. More time, energy, and imagination.
Less transactional. More cooperation, involvement and
partnership.
Less traditional. More focused on where your community is.
GUERILLA MARKETING
Some Guerilla MarketingSuccesses and Failures
EXAMPLES:
Authentic
substance not just sizzle
Consistent
sustain the narrative
Convenient
go where they are
Amazement
surprise them
Involvement
life-long learning
Cooperation
real communities thrive
6 WORDS TO REMEMBER
A rural/suburban district
At the edge of wealthy suburbs
2300 students
Over half of funding comes from state
At the 20 mill floor
Most communications expenses are viewed as an unnecessary luxury
ABOUT CRESTWOOD
Identify community expectations from its schools
Respond quickly & effectively to misinformation
Increase community engagement
Identify a district message (narrative)
Get out the good news about a quality district
Increase 3rd party positive coverage
CRESTWOOD’S TASK
Parent internet survey
Principal-led focus groups
Community “listening sessions”
Key Communicators
ACTIONS AND RESULTS
The importance of “value”
Financial & academic accountability
Open communications
Promoting our successes and evidence of those successes
CRESTWOOD NARRATIVE(MESSAGE)
Overhaul of the district publication (Crestwood Comments)
Overwhelming positive response to community listening session
A community driven CIP
INCREASED COMMUNITY INVOLVEMENT
A simplified Crestwood Comments focuses on academic & financial value
3 regular features:
Superintendent column focuses on accomplishments of district
Financial column by treasurer & business manager
“Pictures”, graphs and charts to support academic and financial stories
SAME BUDGET – MORE EFFECTIVE
1. Free consultations, talks, demonstrations.
2. Giveaway contest (free samples!)
3. Post stories on local websites, web bulletin boards, and other online communities.
4. Chalk the sidewalks in front of the schools.
5. Use your vehicles.
6. Marquees at schools, churches, businesses.
7. RSS feeds from website.
25 IDEAS
8. Pizza box flyers. Fast food tray liners.
9. Library bookmarks.
10.Cell phone ring tone (or voice)
11. Coloring contest / placemats with local groceries
12.Browser – ask local library, internet cafe and computer room to set your website as the default browser homepage (or at least a link)
13.Business cards with your website address and mini-message
25 IDEAS, CONT.
14.Key Communicators on steroids – ask them to go viral (and re-think who they are).
15.E-mail list development (follow the consent rules).
16.Add message and website to the signature of each email account in the district you use.
17.Use pay per “click” messages.
18.Offer screensavers.
19.Volunteers holding or wearing message signs (during pick-up?)
25 IDEAS, CONT.
20.Post your low budget videos on YouTube.
25 IDEAS, CONT.
21.Proclaim a celebratory day or week.
22.Ask the local chamber to place messages on their website.
23.Create Facebook (or other) communities. Provide calls to action.
24.Create a Blog. Regularly post items of general but related interest. Provide calls to action, and RSS feed.
25.Offer ongoing suggestion box.
25 IDEAS, CONT.
1. Determine the narrative.
2. Get organized. Develop a year-long plan and calendar.
3. Budget. Plan the things that are CHEAP. Plan the things that are FREE. Use your cash where it counts.
4. Engage message-bearers. Staff, parents, students, alums, community, buildings, signs, vehicles.
5. Implement.
6. Review and adapt.
6 STEPS
BRAINSTORMING