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Western Area Game Plan for Winning Chapter Communications
“One Voice. One Brand.”
Team 56
WE ARE the Western Area Communications Team under the leadership of Western Area Communications Chair, Link Lorna Hankins, Gulf Coast Apollo (TX) Chapter.
WHO ARE WE?
WHO ARE WE? WE ARE comprised of the Communications
Chairs and Co-Chairs of the 56 Western Area
Chapters.
WHO ARE WE? W E A R E a d y n a m i c t e a m o f communications experts committed to working with our Western Area Director, Link Constance Smith, and t h e n a t i o n a l C o m m u n i c a t i o n s Committee to promote The Links, Incorporated brand through consistent messaging-
One Voice. One Brand.
Goals
All chapters to designate a Communications Chair and Co-Chair Area Communications Chair to hold bi-monthly conference calls to
share best practices/trends/updates Chapter submission of branding electronically Creation of templates for Chapter to download letterhead, invitation,
press format, newsletter Submission of best in communications: website, directory, print
messaging, PR, social media
BRAND ALIGNMENT CONSISTENT MESSAGING
and PROMOTING THE LINKS
BRAND throughout
The Links, Incorporated’s 276 chapters.
Objectives
The Links, Incorporated
1200 Massachusetts Avenue, NW Washington, D.C.
(202) 842-8686 Office (800) 574-3720 Toll-Free (202) 842-9097 Facsimile
www.linksinc.org
Western Area TEAM 56 Annex Virtual Office
www.walinks.org
National Headquarters
COMMISSIONER Margot James Copeland TEAM OWNER Constance Smith GENERAL MANAGER Cassandra Webster HEAD COACH Lorna Hankins ASSISTANT COACHES Alice Davis, Veronica Spencer-Austin STARTING LINEUP All-Star Western Area Communications Chairs & Co-Chairs
Live at 5 NEWS League Commissioner
Margot James Copeland President, The Links, Incorporated
One-on-One with the Experts “One Voice. One Brand.”
NEXT
Do you know your ABC’s? ALIGNMENT BALANCE CIVILITY
sPORTS LINKS The Magazine
TEAM 56 OWNER Constance Fitzpatrick Smith Western Area Director Talks Branding Success
“One Voice. One Brand.” Winning Strategies
All About STYLE
Fall 2013
$9.95 US
NEW Download
the App
EXERCISE Your
CREATIVITY
Do You Know Your ABCs? ALIGNMENT���BALANCE ���CIVILITY
Cassandra Webster, National Communications Chair “One Voice. One Brand.”
TEAM 56 GM Releases Links Style Guide Added: November 16, 2013
“Our Strategic imperative is to promote The Links Brand. Branding personifies our organization. Through branding, we distinguish our organization from other service groups. More at CBS.com.
Keeping You In the Know- Links Style!
!"#$%&S P R I N G 2 0 1 2
A Legacy of Leading
!th AnniversaryThe Links, Incorporated Celebrates 65 Years"#!
LINKSINC.ORG | VOLUME 2 | ISSUE 1www.linksinc.org
Lorna Hankins, Western Area Communications and Public Relations Chair, Predicts Championship Season
TODAY IN SPORTS More than 12,000 Expected to Join The Links, Incorporated’s “One V o i c e . O n e B r a n d . ” Communications Campaign.
" Seeking Consistent Messaging, Alignment
THURSDAY, NOVEMBER 21, 2013
TEAM 56 Communications Head Coach Says Links Style Guide A Major Key to Branding Success
Western Area Communications Team in the house tonight!#LOVE#TEAM56! Shouts out to Links Alane, Bobbie, Leslie, Ruth, Tyra, and Veronica! WE ARE “One Voice. One Brand.” : )
November 21 at 8:30 PM
2013-2014 Western Area Communications Committee
Lorna C. Hankins, Chair
Gulf Coast Apollo (TX) Chapter
Alane Lillie, The CHAIN Managing Editor Texas Spring Cypress (TX) Chapter
Bobbie Verrett
Gulf Coast Apollo (TX) Chapter
Leslie Orticke Inglewood-Pacific (CA) Chapter
Ruth Creary
Beverly Hills West (CA) Chapter
Tyra Butler Houston (TX) Chapter
Veronica Spencer-Austin, Special Projects
Mid-Cities (TX) Chapter
Hey, check out the two new ASSISTANT COACHES who’ll be on the sidelines tonight. Two of the best in the business. Looks like another W for TEAM 56! : ) This is ALICE DAVIS, WA TECHNOLOGY CHAIR. I’ll Instagram you brand specialist, VERONICA SPENCER-AUSTIN’S pic tonight.
MVP
TONIGHT’S STARTERS For TEAM 56
The All-Star Western Area Communications Chairs & Co-Chairs
Players to Watch
Lois Linkdom
Louise Link-Land
Loretta Love Links
“One Voice. One Brand.” GAME TIME 8:30 PM CST…Live video streaming at www.walinks.com…
“The Links, Incorporated must speak with one voice and project our organization as one brand-a brand we have been developing for more than six decades. Our strategic imperative is to Promote The Links Brand.”
Cassandra Hughes Webster National Chair, Communications
Team members can pick up copies at www.linksinc.org.
OFFICIAL GAME RULES
Role of the Communications Style Guide
Team Unity
• To ensure consistency in the use of the word and message elements that make up The Links brand and maximize our profile as a unified and well-coordinated organization.
• To guide each and every print or electronic writing produced or published by any of our chapters or areas.
Role of The Style Guide
• To be used to gu ide a l l
publications, whether for an internal or external audience.
• To p o s i t i o n T h e L i n k s , Incorporated as a thought-leader and impact-player, addressing social issues to bring about positive change in the lives of African Americans and other persons of African ancestry.
Role of The Style Guide
Webinar Goals
• To broaden awareness, understanding and
utilization of The Links, Incorporated Brand in Chapter Communications
• To provide access to tools, templates and
resources to ensure Chapter Branding and Communications success
Webinar Objective
• Align The Links, Incorporated Brand and
Communications strategies and tools across Chapter, Area and National levels
What is a Brand?
A Relationship? A Slogan?
A Logo? What is a Brand?
A Brand is the promise o f a n e x p e r i e n c e conveyed through the symbols, messages and images that are used to communicate the brand.
What is a Brand?
What is a Brand?
When that promise is relevant, credible and engaging, a brand connection forms.
3 Elements of The Links, Incorporated Logo
NAME IMAGE TAGLINE
The Links, Incorporated
Key Messages
65
Links, Incorporated Key Messages
• The Links, Incorporated celebrates over 65 years as a women's volunteer service organization committed to enriching, sustaining and ensuring the cultural and economic survival of African Americans and other persons of African ancestry.
• A premier international
service organization, The Links, Incorporated has m o r e t h a n 1 2 , 0 0 0 members in 276 chapters located in 42 states, the District of Columbia, and the Commonwealth of the Bahamas.
Links, Incorporated Key Messages
Links, Incorporated Key
Messages
• The Links, Incorporated is a community of leaders who do not only suggest change, but are game changers.
Links, Incorporated Key
Messages
• The organization has attracted many
dis t inguished women who are individual achievers and have made a difference in their communities and the world.
Links, Incorporated Key Messages
Recent Honorary Inductees, 66th U.S. Secretary of State, Condoleezza Rice, and President of Liberia, Ellen Johnson Sirleaf.
Links, Incorporated Key
Messages
• Its members are business and civic
leaders, role models, mentors, activists and volunteers who work towards a common vision by engaging like-minded organizations and individuals for partnership.
Links, Incorporated Key Messages
• Its legacy of friends providing service that changes lives, established by the original circle of nine friends in Philadelphia, Pennsylvania in 1946, is alive and well.
Links, Incorporated Key Messages
Co-Founder Sarah Strickland Scott
Co-Founder Margaret Roselle Hawkins
Links, Incorporated Key Messages
Working closely with its sponsors and supporters, The Links, Incorporated is focused on creating transformational programming and impacting lives in communities of color.
With over 2 million service hours recorded in the past three years, members regular ly contribute more than 500,000 documented service hours in their respective communities annually.
Links, Incorporated Key Messages
Links, Incorporated Key Messages • The Links Foundation, Incorporated, the
philanthropic arm of The Links, Incorporated, has made more than $24 million dollars in charitable contributions since its founding.
Brand Strategy Builds
• Audience awareness of The Links,
Incorporated, our members and mission
• Audience ability to differentiate between The Links, Incorporated and other service organizations in ways that are relevant to their lives.
Brand Strategy Builds
• Audience feeling that there is value in their
relationship with The Links Incorporated • Audience feeling that there is accessibility
to The Links, Incorporated • Audience feeling an emotional connection
to The Links, Incorporated
Brand Strategy Builds
Key Branding Strategies
• Promote our programming, and our
outcomes, to reinforce the message that our organization is relevant to the community and to generate the “buzz” that produces additional programming impact through word-of-mouth.
Key Branding Strategies
• Forge alliances with like-minded thought
leaders and key organizations in your community. These may be organizations, churches, civic, governmental, industry and/or media leaders. This serves to magnify our presence and impact.
Key Branding Strategies
Key Branding Strategies
Identify associations/organizations that are committed to the same policy issues and outcomes, to collaborate with on-hands programs, forums or workshops.
Key Branding Strategies
• Utilize strategically-targeted
media, including social media, to communicate with target audiences. Gauge which messages to “pitch” to which media outlets.
Key Branding Strategies
• Photographs or illustrations should portray positive, upbeat individuals, who are approachable, actively engaged, and committed to hands-on service. Action photos, versus static group shots, are more representative of The Links, Incorporated brand personality and messaging.
Chapter Level Strategies
• Each chapter to designate Communications
Chair and Co-Chair – Send photograph and communications/public
relations experience to WA Communications Chair by Monday, December 2, 2013
– Data will be included in National Communications Directory
Chapter Level Strategies
• Chapter submission of branding
electronically • S u b m i s s i o n o f B e s t i n
Communications: website, directory, print messaging, public relations, social media
Best Brand
Chapter Facebook Page
Chapter Video
Chapter V-Log
Chapter Facebook Page &YouTube V-Log Waco (TX) Chapter
Chapter Newsletter Oakland Bay Area (CA) Chapter
Fundraiser Invitation Fort Bend County (TX) Chapter
Chapter Officers
Jo Ann Jolly-Blanks President
Rita Bernard-Harris Vice President, Membership
Leslie Orticke Vice President,
Programs
Margaret Evans Recording Secretary
Marguerite Downing Corresponding
Secretary
Carolyn Lane Financial Secretary
Susan Houze Treasurer
Flora Cordett
Chaplain
Dorothy Thornhill Parliamentarian
Inglewood Pacific Chapter (CA) Serving the Inglewood, Culver City, El Segundo, Los Angeles County,
Marina del Rey and Westchester areas.
1. Communications Chair(s) Leslie Ann Orticke
2. Web Site(s) www.inglewoodpacificlinks.org
3. E-Newsletter(s) Legacy (See attached)
4. Chapter/Program Video(s) and/or Banners -
Chapter Flyers See attached
5. Documented Media Standouts, Number of Media Impressions (Identify the number of and forum for chapter media exposure-television, radio interviews, local, regional or national news articles, etc. that your chapter had during this program year.)
Los Angeles Sentinel- See attached
This program year, Inglewood Pacific Chapter had announcements in the Los Angeles Sentinel newspaper for the Domestic Violence Forum in October. In addition, Health & Human Services conducted a health fair and was on the radio and e-news story in the Marina del Rey Patch announcing the event was done. See attached
Western Area Chain - Its
6. Formal Sponsorship Packages
We had a Corporate Solicitation Package for the Chapter -annual fundraiser, .
Mailing Address: Post Office Box 451546 Los Angeles, California 90045
Chapter Event Banner Inglewood Pacific (CA) Chapter
Strategically-Targeted Media Town Lake (TX) Chapter
Event Sponsorship Package Orange County (CA) Chapter
Program Brochure Trinity (TX) Chapter
• Area Communications Chair to hold bi-monthly conference calls to share b e s t p r a c t i c e s a n d updates
• Creation of templates for Chapter to download letterhead, invitations, press format, newsletter
Chapter Level Strategies
Sample Media Advisory
Chapter Level Strategies
Action Photos
Chapter Level Strategies
Upbeat, Positive Images
Chapter Level Strategies • Development and maintenance of
Chapter website with link to National website
• Chapter Communication Chairs and Technology Chair to work with A r e a Te c h n o l o g y C h a i r t o implement best practices
Chapter Level Strategies • Ensure that each member knows how to
access the National, Area and Chapter websites.
Western Area: www.walinks.org User Name: walinks Password: westernarea54
Making Technology Work for You A website can be used as a fantastic marketing
tool as well as an extraordinary resource for
members. • Marketing Tool
-Highlight Community Service Activities -Promote Fundraisers -Publicize information about scholarships
Making Technology Work for You
• Encourage all members to have an email address
• Distribute newsletters & reports electronically
• Conduct some committee meetings via conference calls
• Utilize Survey Monkey or another assessment tool to create surveys
Making Technology Work for You
• Send meeting notices via eVite
• Relay reminders via Calling Post – can be sent to
both a landline and as a text to a cell phone.
• Project agenda and reports, rather than have
printed documents
Making Technology Work for You
The Members’ resources will have to be accessed using a username and password. • Resources for Members
-Archived minutes, agendas, reports, etc… -Chapter Directory -Chapter Calendar -Chapter Bylaws
How do/can Chapters use Websites?
Portland (OR) Chapter Linda Harris, President
http://www.portlandlinksinc.org
Mid-Cities (TX) Chapter Marnese Elder, President
http://www.midcitieslinks.org
San Francisco (CA) Chapter Pamela Stevenson, President
http://www.sanfranciscolinksinc.org
• Mid-Cities (TX) Chapter • Portland (OR) Chapter • San Bernardino Valley
(CA) Chapter • San Diego (CA) Chapter
• San Fernando Valley (CA)
Chapter • San Francisco (CA)
Chapter • Solano County (CA)
Chapter • Town Lake (TX) Chapter
THANK YOU! A special thank you to the following chapters for sharing their technology practices:
Do you have ideas, suggestions or comments about how
chapters can better utilize their website? Contact me:
Link Alice R. Davis Western Area Technology Chair
Final Technology Thoughts
• 3 Elements to Logo: Name, Image, AND Tagline • Official Color: PMS 347 or CMYK (Digital)
Compatible Color; Black & White also acceptable
Championships Built on Fundamentals
• Arial font is suggested and preferred. • Use font variety sparingly in a single
document. • Do not alter the font in our organization’s logo
to “match” your printed materials or themes. • Avoid altering the logo by using stylized
backgrounds or by connecting it to or combining it with other organization’s logos.
Championships Built on Fundamentals
• NEVER, EVER abbrev ia te The L inks , Incorporated
or The Links Foundation, Incorporated
-Links, Inc. or The Links, Inc. is never acceptable. -Incorporated must ALWAYS be spelled out.
Championships Built on Fundamentals
• On printed materials, your chapter’s name should line up with the name of the organization on the logo, immediately to the right.
Championships Built on Fundamentals
Albuquerque (NM) Chapter
• If side-by-side is not practical due to limited space, the chapter name can appear below the logo.
• A chapter name must ALWAYS immediately be followed by the two character U.S. Postal Service state abbreviation. For example: Tacoma (WA) Chapter The Las Vegas (NV) Chapter Anchorage (AK) Chapter
Championships Built on Fundamentals
• A chapter name, if used, should ALWAYS precede the organization’s name.
For example: -The Greater Denton County (TX) Chapter of The Links, Incorporated, or -Denver (CO) Chapter of The Links, Incorporated
Championships Built on Fundamentals
• An area name, if used, should precede the organization’s name:
The Western Area of The Links, Incorporated, or Western Area-The Links, Incorporated
Championships Built on Fundamentals
• Chapters may use area themes on their printed materials.
The Western Area theme is: “Seize the Moment…Strengthen the Chain”
Use discretion, however, in using area, chapter, and event themes in a single document.
Championships Built on Fundamentals
Chapter Level Strategies
• Participate in National Facebook and
Twitter conversations
Chapter Level Strategies
A c c e s s N a t i o n a l C o m m u n i c a t i o n s documents on line including:
• Communications Style Guide • Links, Incorporated Social Media
Policy • Public Relations Handbook • “One Voice. One Brand.” Webinars
www.linksinc.org
Area Branding Strategies • Promote The Links, Incorporated Brand
via Area Publications
• Conduct Communications training webinars and teleconferences to share National Best Practices
• Encourage Chapter response to National calls for articles and information
Area Branding Strategies
Speaking: Cassandra Webster (HOST)
Cassandra Webster (HOST)
Lorna Hankins
Veronica Spencer-Austin
Make Communications A Priority in Your Chapter
Chapter Goals
• Engage all chapter members in your communications practices
• Provide key chapter leadership with copies of The Communications Style Guide
• S c h e d u l e a “Communications Moment” in chapter meetings
Chapter Goals Gulf Coast Apollo (TX) Chapter
The Links, Incorporated
Chapter Goals
• Participate in Area communications telecons and webinars
• Study National publications like LINKED for hints and tips on relevant content and style
• Be aware of internal and external branding trends and best practices
Chapter Goals
• Create informative and engaging websites to share your chapter news and other information
• Review The Links, Incorporated Social Media Policy and insist that all members do the same
• Reward successful chapter branding initiatives
Chapter Goals
• Create chapter Facebook and Twitter accounts
• Try social media platforms like YouTube and Instagram to brand your chapter
• Provide social media training for chapter members
Chapter Goals
• Communicate with other chapters to share ideas
• Solicit articles and photos from “Guest Contributors” to be used in your newsletters
• Invest in a Chapter App for fun and to conduct chapter business
Chapter Goals
Have Fun!
Conclusion
The messages we convey, the stories we tell and the images we project must all be consistent. Speaking as one, we will together maximize the message of our more than 65-year legacy of friendship and service.”
Cassandra Hughes Webster National Chair, Communications
We Are the Champions!
More Questions on TEAM 56 Branding?
Contact Link Lorna Hankins Western Area Communications Chair
Thank you!