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