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Communicating to Community Communicating to Community
Promote your organisation Promote your organisation for $500 or lessfor $500 or less
Volunteering ACT /Lions 2010 Workshop Series Volunteering ACT /Lions 2010 Workshop Series
OverviewOverview
three low cost strategiesthree low cost strategies
mini - workshops mini - workshops
sharing ideassharing ideas
Why Raise Awareness?Why Raise Awareness?
Promote servicesPromote servicesMaximise funding Maximise funding
Attract new members Attract new members Earn recognitionEarn recognition
Today’s marketing environment Today’s marketing environment
time poor communitytime poor community
changing expectationschanging expectations
corporate social responsibilitycorporate social responsibility
communications environmentcommunications environment
5 Marketing truths5 Marketing truths
When you don’t promote yourselfWhen you don’t promote yourself
No-one but youNo-one but you
The triangle of effortThe triangle of effort
Clean up the backroomClean up the backroom
No silver bulletNo silver bullet
Marketing is like herding cats Marketing is like herding cats
communications audit communications audit
defining who we need to reachdefining who we need to reach
clear messages clear messages
delivery systemsdelivery systems
time and moneytime and money
budgetbudget
measure your marketingmeasure your marketing
Communications planCommunications plan
BrandsBrands
You are a brand You are a brand
What do you want to be known for ? What do you want to be known for ?
WorkshopWorkshop
Set marketing objectives Set marketing objectives
S S Specific - what exactly will you doSpecific - what exactly will you do
M M Measurable goalsMeasurable goals
AA Agreed - by your Board etcAgreed - by your Board etc
RR Realistic and achievableRealistic and achievable
TT Limited by timeLimited by time
In 2010 we want to:In 2010 we want to:
Tell 25% more families about what we do Tell 25% more families about what we do
Attract 10 additional volunteersAttract 10 additional volunteers
Boost numbers at parent evenings by 10% Boost numbers at parent evenings by 10%
Increase donations by 10% Increase donations by 10%
Secure $5000 in sponsorshipSecure $5000 in sponsorship
Example objectivesExample objectives
Identify your communications Identify your communications
objectives for 2010objectives for 2010
WorkshopWorkshop
what do we do now?what do we do now?
what works?what works?
what do we keep?what do we keep?
what do we abandon?what do we abandon?
Communications auditCommunications audit
Key AudiencesKey Audiences
who are they?who are they?
where are they?where are they?
what do they already know?what do they already know?
what would get their what would get their interest?interest?
how can we reach them?how can we reach them?
Your audiencesYour audiences
reaching cane growersreaching cane growers
Hinchinbrook ShireHinchinbrook Shire
14 000 people14 000 people
Herbert River ExpressHerbert River Express
4KZ and ABC Tvlle4KZ and ABC Tvlle
Australian-Italian Festival in Australian-Italian Festival in MayMay
some-one who can use their some-one who can use their networks to help or hinder younetworks to help or hinder you
Key influencersKey influencers
Trust imperativeTrust imperative
Academic/expert 64%
Industry expert 52%
NGO rep 45%
Person like me 44%
CEO 40%
Govt official 35%
Employee 32%
What key influencers do?What key influencers do?
They provide:
language
credibility
communications
Who are your audiences?Who are your audiences?
Who can help you reach them?Who can help you reach them?
WorkshopWorkshop
understandableunderstandable
relevant relevant
consistentconsistent
Your messageYour message
““Trade is important for Australia: 1 in 5 jobs depends on trade”Trade is important for Australia: 1 in 5 jobs depends on trade” DFAT DFAT
““This is about whales for lunch not whales for science”This is about whales for lunch not whales for science”Anthony Albanese MPAnthony Albanese MP
““Make Poverty History”Make Poverty History”Bob GeldorfBob Geldorf
Why should people trust youWhy should people trust you
facts n’ figuresfacts n’ figures
case studiescase studies
storiesstories
research and reportsresearch and reports
comparisonscomparisons
contrastscontrasts
previous record previous record
……above all stories
above all stories
Great leaders tell great storiesGreat leaders tell great stories
Great people tell great storiesGreat people tell great stories
What your messages?What your messages?
What are your stories?What are your stories?
WorkshopWorkshop
Social media Working through
the media
Influencer relations More expensive
strategies
Something old, something new, something ancientSomething old, something new, something ancient
PrintPrint
Medium of record
Publish regularly
Often drives the news cycles
Numerous opportunities
Most likely to doggedly follow through stories
Editorial calendarsEditorial calendars
Different sections of the paperDifferent sections of the paper
Letters to the EditorLetters to the Editor
Opinion-Editorial Opinion-Editorial
Tips for Print Tips for Print
Other People’s NewslettersOther People’s Newsletters
What to offer the Editor What to offer the Editor
100 words100 words
250 words250 words
500 words500 words
Image and logo Image and logo
TV is ruled by deadlines
Reliance on easy to get news
Stories presented in black and white
Limited time for your story
About TVAbout TV
RadioRadio
Types of radioTypes of radio
24/7 = information hunger 24/7 = information hunger
ConvenienceConvenience
Live crossesLive crosses
The media is attracted by…The media is attracted by…
NewsworthyNewsworthy Calendar DatesCalendar Dates
Topical IssuesTopical Issues
January
New Year resolutionsNew Year resolutionsAustralia DayAustralia DaySummer holidaysSummer holidaysChildren with special needsChildren with special needsYoung people starting workYoung people starting work
February
Return to schoolReturn to schoolValentines DayValentines Day
March
Internl Women’s DayInternl Women’s DayClean up Australia Clean up Australia Harmony DayHarmony DayCanberra DayCanberra Day
April
April Fools April Fools Arthritis Awareness Arthritis Awareness ANZAC DayANZAC DayRoad safetyRoad safetyEasterEaster
May
May DayMay DayMother’s DayMother’s DayLaw WeekLaw WeekHeart WeekHeart WeekVolunteer WeekVolunteer Week
June
Environment DayEnvironment DayTax timeTax timeSki season Ski season
July
Christmas in JulyChristmas in JulySmall Business Awards Small Business Awards Diabetes WeekDiabetes Week
August
Vietnam Veterans DayVietnam Veterans DayMissing Persons Week Missing Persons Week Hearing Awareness MonthHearing Awareness MonthLiteracy and Numeracy WeekLiteracy and Numeracy Week
September
Start of springStart of springFloriadeFloriadeCitizenship DayCitizenship DayFather’s DayFather’s Day
October
Mental Health WeekMental Health WeekWater WeekWater WeekMental Health WeekMental Health WeekBreast Cancer DayBreast Cancer Day
November
Remembrance DayRemembrance DayMelbourne CupMelbourne CupEnd of university yearEnd of university year
December
Internl Volunteer DayInternl Volunteer DaySchool year ends School year ends Christmas Christmas
Tip: Use the calendar Tip: Use the calendar
Use topicalityUse topicality
Media toolsMedia tools
Media backgrounder
Media release
•Personalities•Events•Comment on trends
Media alert
How can you work How can you work
with local media?with local media?
WorkshopWorkshop
OnlineOnline
Your siteYour site
Other people’s sitesOther people’s sites
Government sitesGovernment sites
Media sitesMedia sites
Business sitesBusiness sites
Tourist sitesTourist sites
Local sports sitesLocal sports sites
New media New media
Dramatic increaseDramatic increase
Not just for kids Not just for kids
One to one conversations One to one conversations
DIY medium DIY medium
Low costLow cost
Citizen journalismCitizen journalism
“Almost 10 million Australians accessed social media websites in December
with just under 8 million of those being Facebook members”.
BlogsBlogs
Social networking sitesSocial networking sites
Image sharing sites Image sharing sites
ConsiderationsConsiderations
How will we use social media?
Control of information
Privacy of members
Frequency
Guidelines on criticism
Who does it Copyright
How could you How could you
use social media?use social media?
WorkshopWorkshop
word of mouth marketingword of mouth marketing
Getting others to talk about youGetting others to talk about you
How word of mouth works How word of mouth works
What word of mouth needs What word of mouth needs
Topics
Talkers
Tools
Tracking
Continuity
Recruiting influencersRecruiting influencers
Face to face
Stories
Pass-on tools
Continuous contact
Face to face works bestFace to face works best
Explain who you are … why you are worth listening toExplain who you are … why you are worth listening to
Tell storiesTell stories
Ask for specific helpAsk for specific help
Thank you’s and rewardsThank you’s and rewards
Keep continuous contactKeep continuous contact
Continue the conversationContinue the conversation
Word of mouth frequencyWord of mouth frequency
Opportunity Opportunity Opportunity
How could word of mouth How could word of mouth
work for you?work for you?
WorkshopWorkshop
Putting it all togetherPutting it all together
RadioRadio
TVTV
Newspaper Newspaper
Other Other
WebsitesWebsites
Word of mouthWord of mouthSocial mediaSocial media
TimetableTimetable
Outline a 12 monthOutline a 12 month
communications programcommunications program
WorkshopWorkshop
BudgetBudget
Own Tasks
EventsGovernment relationsIndustry leadershipInternal communications Media documentsDatabasesDraft publicationsWord of mouth marketing
Mentoring
Case studies Copy for publicationsMedia
Specialist Support
Mentoring staffAdvertisingThreat planningWebsite designPrint DesignPrinting Media training Commercial photography
Measure your marketing Measure your marketing
communications audit communications audit
defining who we need to reachdefining who we need to reach
clear messages clear messages
delivery systemsdelivery systems
time and moneytime and money
budgetbudget
measure your marketingmeasure your marketing
Communications planCommunications plan
