Key Media & Marketing Skills - California College Republicans · Key Media & Marketing Skills Dylan...
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Key Media & Marketing Skills
Dylan Martin, Communications DirectorMatt Ronnau, Vice Chair of the Bay Area
08.12.2018
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Marketing
What is Marketing?● A tool to create, keep, and satisfy the customer● Advertising, public relations, promotions, sales
Why is Marketing Important?● It is the blueprint for a (hopefully cohesive)
brand identity
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Marketing - Step 1: Your Brand
Who is your audience, and what is your tone?
● First, determine who you’re targeting. Are they young or old, LGBT or straight, a specific race?
● How do you want the target market to understand you? Are you warm, open, playful, vulgar, sweet, etc.?
● Does your tone match what your audience is looking for?
What is your look?
● Next, determine how you want your brand to look! It should coincide with your audience and tone.
● EX: If your market is elderly people, your tone might be kind, simple, and warm. And your look might be warm, vintage, soft colors, large fonts, etc.
BE AS UNIQUE AS POSSIBLE!
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REMEMBER
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Why does our logo work?● Modern● Bold● Easy to identify/ unique● Color scheme consistent with Republican target
audience
Key objections● “Looks like antifa”● “I like red and blue more”
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Marketing - Step 2: Consistency
Consistency of Look
● Set a color palette, set design elements (such as “use circles a lot” - would be good if you had a circular logo so it ties in), set fonts
STICK TO YOUR GUIDES
Consistency of Content
● Post often on social media at relatively consistent times, update audience regularly through email, update website often
PEOPLE WANT TO KNOW YOU’RE CURRENTLY ACTIVE
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The Public Resources Committee can help!
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Media Step 1 - Releases
What is a press release?
● A press release is a formal statement from an entity to the media and/or public
● It is structured in a certain way, with suggested format
When to use?
● A press release should be used to give an official, formal account of a situation. It is usually used for controversial matters. It is written similarly to an article in the newspaper.
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Anatomy of a Press Release
1. The header - logo and info
2. The headline - grab attention!
3. The intro paragraph - summarize situation
4. The response paragraph
5. Relevant quote/ commentary
6. Closing statement/ plan of action
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Media Step 2 - Statements (informal)What is an informal statement?
● Statements of solidarity, concern, mourning, etc. on channels like email and social media
● Talking points
When to use?
● Informal statements are more common than press releases. Use for the everyday situations or to respond more immediately to your audience.
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Anatomy of an Informal Statement
● Brief statement! Professional. Get info across quickly.
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What is Social Media?
Social Media
● A way to engage with your followers and constituents
Why is Social Media Important?
● Gets your message out without a filter
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Your Message
Message to Your Audience
● Who is your core group of followers? Are they more middle aged, are they older, or are they millennials?
● Tailor your message to get a bigger response from your audience
Be Consistent
● Always stay consistent to your message
● Posting about things not relevant to your club/your message will lose your audience engagement
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Inappropriate Message
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Use tags appropriately
● When relevant, tag appropriate public figures
● Use hash tags appropriately
Hammer It In
Post often
● Posting often will ensure more engagement
● Constant (relevant) posting will lead to more followers and help grow your brand
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Dos and Don’ts
Do:
● When hosting events, ask your speaker to help promote the event
● Look into social media campaigns: do what’s right for you
Don’t:
● Call for violence
● Be too casual: fine line to walk