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What are the key ingredients for the communications and marketing secret sauce? What makes success? In this lunch and learn workshop with Journalists for Human Rights, we uncover what needs to go into every communications and marketing strategy. With case studies from the nonprofit industry, we look at concrete successes and failures.
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A Workshop for Journalistsfor Human Rights
COMMUNICATIONSSECRET SAUCE
Brand or mission Improvement in brand awareness
Relationships Improvement in or establishment of relationships with stakeholders
Behavioral Increases in specific actions like donations, rights media sharing,
coverage of human rights issues, etc.
KNOW YOUR AUDIENCE
WHO are your stakeholders? Define them and create a profi le for each audience.
WHERE will you fi nd them? Online? Offl ine?
HOW will you reach them? Which channels make the most sense?
WHAT will you communicate to them? What messages do they want to hear from you? What do you need to tell them?
IMPORTANCE OF PROVIDING VALUE
IT’S FOR
CONTENT & COPY!
MEASUREMENT IS THE KEY INGREDIENTIN THE SECRET SAUCE!!
Defi ne your Key Performance Indicators – specifi c and quantifi able metrics that JHR fi nds necessary to its success For example: Increase fan base by 20% at the end of the year
Increase donors by 15% by the end of the year Increase number of rights media stories shared online by 5% every
month
Defi ne your benchmarks Measurement is comparative. How will you know if your
communications eff orts are successful? Benchmark analytics against previous months/years within the
organization or find an org of a similar size and cause to compare Remember to keep your goals in mind when defi ning KPIs
Don’t collect data for the sake of collecting data. Use it to make informed
decisions! Don’t just count…understand WHY
you’re getting the results you’re getting
OPERATION GROUNDSWELL CASE STUDY: TRACKING DATA IN EMAIL
CAMPAIGNS
OPERATION GROUNDSWELL CASE STUDY: A/B TESTING IN EMAIL
SUBJECT LINES
OPERATION GROUNDSWELL CASE STUDY: TRAVEL BLOGGER FEATURES
We interviewed influential travel
bloggers and featured them on our blog as a means of gaining more traffi c on our site from
their networks.
COMMITMENT IS CRUCIAL TO COMMUNICATIONS SUCCESS
CONNECTING THE DOTS BETWEEN GOALS, AUDIENCES, STRATEGY, AND MEASUREMENT.
Strategy DocsEditorial Calendar
Stats SheetSpace for Learning
LIKES AIN’T NOTHIN’ BUT A NUMBER
JHR’S TURN! Digital AmbassadorProgram
Justine Abigail YuCommunications & Marketing DirectorOperation Groundswell
e: justine.abigail@gmail.com w: www.justineabigail.comt: @justineabigail
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