2. Collins Circa 2007
High quality people, programs
and products
Strong track record
Need to boost:
- visibility in marketplace
- brand awareness and
consistency
- communications
- fund-raising
Page 2
3. Developing Collins Central
Create a formal communications, marketing and
development division to help meet the needs of the
Collins Center and its programs
Hire cross-functional professionals to provide best info
of highest integrity
Fill gaps/needs in key areas: communications,
marketing, development and web support
Executed plan and hired staff: 1Q 2010
Page 3
4. Mission of Collins Central
Support needs of the Collins Center as an entity
Support individual needs of programs and projects
statewide
Support the program needs of the division itself
Blend of ‘service’ functions and program
Page 4
5. Meet the Team
Director of News & Information Services: Tom Arthur
Director of Marketing: Robin Lankton
Director of Online Strategy: Dan Bevarly
Director of Development: John Annis
Director of Policy Outreach: David Boyd
Tallahassee Communications Manager: Tracey Lowe
Assistant Director of News & Information Services: Phuong Cotey
Senior Multimedia Designer: Scott McCreedy
Page 5
6. Experienced, professional
Experienced, media savvy staff
Multimedia orientation
Readership focused
Professional editing, design skills
Informationalist approach — journalism + academia +
public policy
Web 2.0 infused
Page 6
8. Communication Projects
Research and reports (print and pdfs)
Debatables on related topics (story, guide, update, links)
Newsletters (print and e-newsletters)
Newspaper tabs
Survey, polls, other interactivity
Videos/graphics
Page 8
9. Oil & Gas Report
Fact-based, objective
Q&A
Journalist + Ph.D. +
Advisory Council
Robust online presence
Presented to state
Legislature
“The report…lowered the temperature in the
debate and drew praise from all sides for its
fairness.”
— Florida Trend, Jan. 2011
10. Tracking the Amendments
Objective, nonpartisan
explainers
Track the “latest” via update
Rich resources and links
Multimedia
Interactive
Spanish/Creole
NIE tab
Includes history and primer of
state Constitution
11. A guide to Florida’s immigration debate
Uses same debatables approach
Responds to emerging
information need of democracy
Wades through rhetoric/noise
Wide, positive response already
(launched Mar. 1)
Strategic launch date
Enhanced targeted outreach
Spanish version in development
19. Why online strategy?
• Help build our initiative or message
• Expand audience and participation
• Increase speed and impact to deliver content and to receive
feedback
• Inform and educate in an objective and fact-based manner
• Support conventional methods of outreach, communication
and information
Page 19
20. Why online strategy?
• Promote informed decision making
• Engage with people to communicate and share information
• Collins Virtual Leadership
• Fund-raising and contributions
• Connect to potential partners and build relationships
Page 20
21. The Plan for Online Strategies
Project or
Message
Meetings
Lobbying
Conventional Online
Advertising Methods Strategies
Phone Calls
Networking
Stakeholders
Informed
Education Engagement Collaboration Consensus* Options
Decisions
22. International Society of Men’s Health
Group collaboration with
document and file sharing
for international
physicians’ group around
health topics and events
Page 22
23. Sustainable Florida Best Practice Awards
Group collaboration
Online submission
Online judging
Event registration
Payment processing
100% paperless
Page 23
24. Smart Justice Coalition Group
Collaborate with people from the
private and public sectors on issues
and ideas for reform and equity
Engagement tools: forums, surveys
and blogs
Live streamed conference
Page 24
26. Building Network of Spectators, Fans and Champions
Public, private, nonprofit sectors
Distribution channels
Inform and engage
Relationship development
Page 26
27. Strengthening Infrastructure and Process
Large scale, organized contract lists
Broader reach: state > county > local
Email, direct mail, web, social media, blogs,
traditional media
Business community partner networks
Roles – issues educator, content provider,
speakers, facilitators, research partners
Targeted follow-ups
Page 27
30. Development and fundraising
Blackbaud – Raiser’s Edge (fundraising
and donor management)
One to One Group (direct mail)
Site Visits and deep dives with program
directors (eyes on target)
Foundation Center (RFPs and research)
Chronicle of Philanthropy (scanning for
opportunities)
Grants.gov
United Way and partner agencies
Events/speaking engagements
Page 30
32. The voters spoke: great information, great service,
unbiased and educational
Sept. 5 – Nov. 5
Web site traffic soared
• 52,943 visitors
• 177,965 page views
• 3:52 Time spent on site
• 2.75 average pageviews
- Majority of traffic was for
amendments
33. Site is rich in content: refreshed daily
Site content:
• View and debate amendments
• Multimedia videos
• Florida Constitution
• Survey: 2,239 participated
• Blogs
• Resources and references
• Election Day: before, on and after
• Comprehensive list of news and
opinions
• Sites were built in English, Spanish
and Haitian/Creole
34. SEO and SEM drives visitor traffic
SEO marketing
• Tagged all pages
• Developed rich content
• #1 in organic Google search
for Florida Amendments and
2010 Florida Amendments
SEM marketing
• Google Text ads
• Web ads on PolitiFact,
tampabay.com and other sites
using PSAs
35. Partnered with Pulitzer Prize winning web site:
Politifact Florida
• Sponsored Amendment page
• Print ads in the St. Pete Times
• Web ads on TampaBay.com
• Drove traffic to our web site
36. Reaching students through Newspapers in Education
• 196,000 copies
• Taught in high school civics
class around the state
• 3,500 additional copies
were handed out at political
forums, chambers and
supervisors of election offices
Page 36
37. Quiz: iPad was given away to one lucky student
• Multimedia online quiz –
drove students to Web site
• 211 students participated
• 55 students got them all
correct
38. Making a difference in voters’ lives
More than 75 phones calls were
answered by Tom Arthur, Director of
News and Information
David Boyd and Dr. Frank Alcock
participated in 10 political forums
including:
- Sarasota Tiger Bay
- Okeechobee Political Forum (radio)
- The Village Square, Tallahassee
- Tampa Bay Partnership
Televised presentations:
- Institute for Public Policy & Leadership
- Florida Cabinet Debate, Vero Beach
- WGCU, Fort Myers
39. Media organizations cited the web site and
referenced the Collins Center
Newspaper recommendations/reprint of web site content including:
- St. Petersburg Times
- Gainesville Sun
- tbo.com (Tampa Tribune)
- South Florida Sun-Sentinel
- My Trinity Florida
- Broward/Palm Beach New Times
- Sarasota Herald-Tribune
- Bradenton.com (Bradenton Herald)
- St. Augustine.com
- Jacksonville.com (Times-Union)
- Tallahassee Democrat
- Florida Tribune
- Highlands Today
- Foster Folly News: Washington County
- Tampa Bay Business Journal
- The News Chief (Polk County)
40. Supervisors of Elections recommended our site
to voters with questions
Links were provided to voters from:
• Duval County
• Pinellas County
• Leon County
• Collier County
• Indian River County
• Okeechobee County
41. Organizations throughout the state
recommended the Collins Center’s web site
• Florida Association of Counties –
Election Guide
• Florida League of Women Voters
• Florida League of Cities
• Florida TaxWatch
• Government 2.0 in Action: The Lab
42. Elected officials posted links to site
Senator Dan Gelber
Senator Nan Rich
Rep. Michelle Rehwinkel Vasilinda – District 9
43. Email marketing and Press Releases:
cost effective and works
Two email campaigns were sent:
August and October
Sent: 22,444
Opened: 3,201 – 18%
Click-throughs: 809 – 26%
Two press releases were sent
through PRNewswire
1,293 views
Helped drive traffic to the site from
the press and public
44. Something to talk about
Friends helped spread the word using social
media to let others know about
FLAmendments.org
27,505 viewers watch
our YouTube videos
45. On the Horizon
Launch of Our Florida.
Our Future. web site and
new civic infrastructure
Stimulus Spending in
Florida: Lessons for
Metropolitan
Transportation Planning
Election reform
Page 45