Toastmasters Strategy 2016-7 Public RelationsAlexis Sanders, PRM
Agenda• 2016 Strategy–Online – Keeping in Touch–Offline
• Support Needed
STRATEGY 2016-7Public Relations Manager
2016 PRM
Strategy
Online Author-
ity Build-
ing
Offline Outreach
Keep-ing in Touch
2016 PRM Goals
1. Create an online community that mirrors the camaraderie of offline. – Why: Top of Funnel candidates are searching
online for Toastmasters, we want them to find a vibrant online community.
2. Promote our members, their clubs, areas, and events. – Why: Recognition is a core tenant of
Toastmasters, because people crave feedback for their work. Promoting the unsung heroes, our leaders, and past dignitaries, it supports community and encourages future effort.
3. Enable the VP PRs.– Why: Empowered individuals contribute. By
providing VP PRs with the tools, resources, and support we’re enabling them to succeed, supporting everyone’s goals.
2016 PRM KPIs
• Social Metrics– Likes, Shares, Comments, Re-
tweets, Reach extension, views• Email Performance
– Open Rates, A/B Tests, bounce rate
• Organic Search Performance– Clicks, Impressions, Rank position
• Feedback from webinars– We’ll send Survey Monkey
surveys to get some data here
ONLINE CAMPAIGN
• Social media (Owner: Max)• Website (Owner: Linda)• Though Leadership Content
(Owner: James)• Conference Videos (Owner:
Chris)• Why TM Videos (Owner:
Mike)• Conference Photos (Owner:
Tony)
Online
Goal: • 52 Posts/ FB and Tw• 10 Posts/ LI and YT Handle: @d13tm
OnlineSocial Media
OnlineSocial Media
Member Highlight
Cadence: MonthlyHash Tag Ideas: #d13tm #MembershipHighlight
Resources needed: • Nominations: Division
Directors nominate three (3) members/year.• Owner: Division
Directors • Posting Plan: Pre-schedule
via Hootsuite. 12/Year – 20 minutes. • Owner: Max
Promote members
OnlineSocial Media
Vocabulary
Cadence: MonthlyHash Tag Ideas: #WordoftheMonth
Resources needed: • Visuals: 40 left. ~2 hours.
• Owner: Alexis• Posting Plan
(COMPLETED): Pre-schedule via Hootsuite. 52/Year – 1.5 hours. • Owner: Alexis
• Adding messaging and #tags• Owner: Max• Status: July/early
August Complete
Community engagement
OnlineSocial Media
Facts
Cadence: MonthlyHash Tag Ideas: #FactoftheMonth
Resources needed: • Visuals: Completed
(pending approval)• Owner: Alexis
• Posting Plan (COMPLETED): Pre-schedule via Hootsuite. 12/Year – 20 minutes. • Owner: Alexis
• Adding messaging and #tags• Owner: Max• Status: July/early
August Complete
Community engagement
OnlineSocial Media
Trivia
Cadence: WeeklyHash Tag Ideas: #ttt
Resources needed: • Visuals: Completed
(pending approval). • Owner: Alexis
• Posting Plan (COMPLETED): Pre-schedule via Hootsuite. 52/Year – 1.5 hours. • Owner: Alexis
• Adding messaging and #tags• Owner: Max• Status: July/early
August Complete
Community engagement
OnlineSocial Media
Quotes
Cadence: MonthlyHash Tag Ideas: #QuoteoftheMonth
Resources needed: • Visuals: Completed
(pending approval)• Owner: Alexis
• Posting Plan (COMPLETED): Pre-schedule via Hootsuite. 12/Year – 20 minutes. • Owner: Alexis
• Adding messaging and #tags• Owner: Max
Community engagement
OnlineSocial Media
Challenges
Cadence: MonthlyHash Tag Ideas: #tmchallenge
Resources needed: • Visuals: Completed
(pending approval)• Owner: Alexis
• Posting Plan: Pre-schedule via Hootsuite. 12/Year – 20 minutes. • Owner: Max
Community engagement
OnlineSocial Media
Throwback Thursday
Cadence: MonthlyHash Tag Ideas: #tbt, #toastmasters
Resources needed: • Nominations: Requesting
support from past leaders.• Owner: Linda
• Posting Plan: Pre-schedule via Hootsuite. 12/Year – 20 minutes. • Owner: Max• Status: Alexis Reached
out to Francine for #tbt photos
Promote Members
OnlineSocial Media
Info-graphics
Cadence: TBDHash Tag Ideas: #d13tm
Resources needed: • Visuals
• Owner: Alexis/Max/James
• Planning these on a rolling basis, as a test.
Community engagement
OnlineSocial Media
Thought Leadership
Cadence: 10 articles on LinkedIn /YearHash Tag Ideas: #d13tm #thoughtleadership
Resources needed: • Content:
• Owner: Target writers Owner: James
• Support with Editing: • Owner: Linda/David
• Website Posting: • Owner: Linda
• Pulse Posting: • Owner: Max
• Facebook/Twitter Posting:• Owner: Max
Community engagement
OnlineSocial Media
Thought Leadership
Cadence: 10 articles on LinkedIn /YearHash Tag Ideas: #d13tm #thoughtleadership
Hollis BatistaFrancine MilliganJennifer SellsDon MichaelsVanessa MatthewsJerry HornDavid FriedeChristine StackChana DerayLarry GrossTom ManspeakerKatina Hunt
Adam ShafferJosue BatistaMelissa McGavickCarol McClainDawn Stroppoli Claudette BiersLinda YoungPaul MatthewsCharlie WilsonNate DunlopWinner of ContestsDivision Directors
Target Writers
Community engagement
• Conference Highlights• PR Webinars• Interviews• Conference Videos
OnlineSocial Media
Resources needed: • Conference
Videos/Filming• Owner: Chris
Sokolowski (already doing – sent email hoping to help with D13 PR)
• Conference Highlights• Editing: Times are
going to depend on how involved we get
• Owner: Alexis• Interviews
• Owner: Mike Pechalk (signed on for lead interviewer)
• Support: Solomon (video support)
Community engagement
• Your Club Website 101• Guerilla Marketing• Getting events in local
publications • FreeToast Host/ Starting TM
Website• Starting social media accounts • Engaging on Social Media• Paid Search 101
OnlineSocial Media
PR Webinars
Cadence: ~MonthlyHash Tag Ideas: #d13tm #vppr
TopicsResources Needed:• PR Webinars
• Presentation: ~1 hour/ presentation
• Preparing: ~2-3 hour/ presentation
• Owner: Alexis• Hoping to engage district
leadership to see if anyone else is interested in taking
Enable VP PRs
OnlineWebsite:Blog
/insights
Cadence: Monthly
• Themes: Public speaking, self-improvement, career development, and leadership.
• Goals: 1. Increase D13’s
Thought Leadership.2. Increase exposure for
members as thought leaders.
Resources needed: • Content:
• Owner: Target writers
• Owner: James• Website Posting:
• Owner: Linda• Support Editing: 12
articles (estimated ~3 hours/ year)• Owner: Linda/David
Community engagement
OnlineWebsite:Event Calendar
/eventsResources needed: • Getting
WordPress to Cooperate:• I heard we
have experienced some challenges here.
• Estimated time to resolve: ~10 hours
• Owner: Alexis/Linda
• Maintenance:• Owner: Linda
Promote Club, Area, Division, & District Events
KEEPING IN TOUCH
• Event Emails• Friendly Emails • Office Hours• Conference Calls• Newsletters
Keeping in Touch
Keeping in TouchNewsletters
Newsletters
Cadence: Monthly
Resources needed: • Visuals: Layouts
completed.• Owner: Alexis
• Content: 75% completed (pending approval)• Owner: Alexis
• Emailing: • Owner: TBD
• Publishing to Social media• Owner: Max
• Editing:• Owner: Linda
Keeping in TouchEvent Emails
Event Email
Cadence: Contingent Upon Event & Intended Audiences
• TLI– Winter– Summer– Makeup Trainings
• Conference– Fall– Spring– Division Contests
• DEC Meetings
Resources needed: • Visuals:
• Owner: Chair• Content:
• Owner: Chair• Emailing:
• Owner: Chair• Support: Alexis
Promote Events
Keeping in TouchEvent Emails
Friendly Emails
Cadence: Monthly
• Newsletter• Challenge• Social Media callout • May Contain:
– Fact – Quote– Trivia– TBT
• Check-ins to VPPR
Resources needed: • Content Creation:
20 emails/ year• Owner: Alexis
• Emailing: • Owner: TBD
Community Engagement
• 2 minute: Intro• 2 minute: News/Events• 20 minute: Q/A – How can I
help you?• 10 minutes: Any of your
events or ppl district can promote?
• 6 minute: Closing Thoughts
Meeting Minutes (40 min)
Keeping in TouchConference Calls
Conference Calls
Cadence: Semi-MonthlyDates: Second Sunday
Google HangoutsResources needed: • Physical
Presence (~12 hour/year)• Owner: Alexis
• Conversation Facilitator:
• Owner: Alexis• Meeting Minutes
• Owner: TBD
Enabling VP PRs
• Group will dial in for conference call.
• Will be available in person for ~20 minutes before/after call.
Keeping in TouchOffice Hours
Office Hours
Cadence: Semi-MonthlyDates: Second Sunday
Resources needed: • Same as
Conference calls
Enabling VP PRs
OFFLINE OUTREACH (Owner: Denise)
• Magazines• Newspapers• Radio• Public Speaking SeriesOffline
Outreach
• District Outreach Officer:• Owner:
Denise
Engaging Larger Community
Public Speaking Series
Offline Outreach
(Option to Explore in
2017)
• District Outreach Officer• Owner:
Denise • Facilitate Public Speaking sessions for members outside of TM
• Goal: 3/Year• Idea: Presenting on a topic
related to TM’s core initiatives, then a brief pitch at the end.
Engaging Larger Community
NEXT STEPS2016-7 Public Relations Management
• Website - Complete• Twitter - Complete• Email Lists - TBD• Google Search Console -
TBD• Bing Webmasters Tools
- TBD
Access to Accounts(if applicable)
Potential Areas for Spending:• Facebook Promotions• Twitter Promotions• YouTube Promotions• Getting members
support materials for Guerilla Marketing
Budget – Delivered to Trio, TBD
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