Today’s marketing environment time poor community changing expectations corporate social responsibility communications environment
Marketing truths When you don’t promote yourself No-one but you The triangle of effort Clean up the backroom No silver bullet
Marketing is like herding cats
Communications planning Brand Communications tune up Defining who we need to reach Clear messages Delivery systems Time and money Responsibilities Measure your marketing
Your brand is importantThe image people associate with your organisation or issueOthers determine brand valueEvery action shapes your brandBranding is the bedrock of communications
What is the OZHelp brand?
Set communications objectives S Specific - what exactly will you do M Measurable goals A Agreed - by your Board etc R Realistic and achievable T Limited by time
Sample objectivesIn 2012 we want to: Get 25% more companies involved Attract media attention to the ALERT program Boost demand for the Hard Hat Chat program Secure $100 000 in new sponsorships
Workshop Identify communications objectives for 2012 - 2013
Communications tune - upWhat do we now?What really works?What can be improved?What do we stop doing?
OZ Help audiences who are they? where are they? what do they already know? what gets their interest? Key Audiences best ways to reach them?
reaching cane growers
Hinchinbrook Shire14 000 peopleHerbert River Express4KZ and ABC TvlleAustralian-Italian Festival in May
Today’s audiencesThey’re busy ….. so ….. keep it short and sharpThey’re sophisticated ….. so ….. they expect you to be goodThey’re sceptical ….. so ….. earn their trustThey’re swimming in information …so ... be relevantThey’re diverse ….. so ….. be respectful
Key influencers some-one who can use their networks to help or hinder you
Trust 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?They provide: language credibility communications
Workshop Who are your audiences? Is there a priority? Who can help you reach them?
Messages“Trade is important for Australia: 1 in 5 jobs depends on trade” DFAT “This is about whales for lunch not whales for science” Anthony Albanese MP “Make Poverty History” Bob Geldorf understandable relevant consistent
Why should people trust you? facts n’ figures case studies stories research and reports comparisons contrasts s tor ies ea ll record abov previous …
Workshop What are your messages? Are they persuasive?
Something old, something really old, something new Media relations Social media More expensive Word of mouth strategies
PrintMedium of recordPublish regularlyDrives news cyclesNumerous opportunitiesMore likely to follow up stories
Tips for PrintEditorial calendarsDifferent sections of the paperLetters to the EditorOpinion-Editorial
Others’ NewslettersThe Editor needs…. 100 words 250 words 500 words Image and logo
About TVDeadlines ruleReliance on easy to get newsStories presented in black and whiteLimited time for your story
RadioTypes of radio24/7 hungerConvenienceOBs, Black Thunders
The media is attracted by… Newsworthy Calendar Dates Topical Issues
Tip: Use the calendar January February March April New Year resolutions Return to school Internl Women’s Day April Fools Australia Day Valentines Day Clean up Australia Arthritis Awareness Summer holidays Harmony Day ANZAC Day Children with special needs Canberra Day Road safety Young people starting work Easter May June July August May Day Environment Day Christmas in July Vietnam Veterans Day Mother’s Day Tax time Small Business Awards Missing Persons Week Law Week Ski season Diabetes Week Hearing Awareness Month Heart Week Literacy and Numeracy Week Volunteer Week September October November December Start of spring Mental Health Week Remembrance Day Internl Volunteer Day Floriade Water Week Melbourne Cup School year ends Citizenship Day Mental Health Week End of university year Christmas Father’s Day Breast Cancer Day
Handy media tools Media backgrounder Media releases •Personalities •Events •Comment on trends Media alerts
Social mediaDramatic increaseNot just for kidsOne to one conversationsDIY and low costCitizen journalism
It’s not the technologies It’s not the technologies themselvesit’s the way they use them used it’s how you are being
OzHelp and social media Can social media help Content Control Privacy Frequency Answer critics Responsibilities Copyright
Workshop How can we use social media?
word of mouth marketing get others to talk about OZHelp
Word of mouth works
Elements of word of mouthTopicsTalkersToolsTrackingContinuity
Recruit influencersFaceto face works best to faceFaceStoriesExplain tools you arePass-on whoContinuous contactTell storiesBe specificThank and rewardContinuous contact
Pass on toolsbusiness cardscontent for social medialeaflets, fliers, brochures, bulletinsready to go copy for newsletters, websitesvideo, audio, imagessamples
Frequency of influencer communications Opportunity Opportunity Opportunity
Workshop Could word of mouth work for you?
Timetable SpringWork rate Winter Summer Autumn Continuing conversation Prepare com m unications Engage key influencers Annual fund raising event Issue special report to the m aterials m edia PR activity
Example timetable June – September 2012 Refine strategy for coming 12 months Engage commercial photographer Increase case studies and stories Develop issues management plan Redevelop website Social media policy Communications mentoring for staff begins October – December 2012 Site visit by funding agencies Trial social media Step up media efforts January – March 2013 Launch research/white paper Sponsorship drive Media relations April – June 2011 Major event Opportunistic media comment
Continuing conversation Media relations Event New publication Word of mouth & social media Talk continually about your brand
Put it together Radio Other TV Websites Newspaper Social media Word of mouth
Budget options - MentoringOnline communicationsPreparing media collateralMedia relationsPresentation training
Budget options - OutsourceCommunications mentoring for staffAdvertisingIssues managementWeb developmentDesign and printingMedia trainingPhotography
ResponsibilitiesRolesSkills auditActions Plan, manage and coordinate Write Speak Call, greet, meet Online and video skills Training and development
Additional support Universities and TAFEs Professional bodies Businesses Individual professionals Volunteering ACT
Measure your marketing
Measure your marketingAdvertising Inquiries/phone calls Website visitors Attendance at events Feedback Numbers attendingEvents Numbers of VIPs Media coverage Our assessment of success Number of media items Favourability of coverage achievedMedia Requests from the media for information “Share of media voice” Numbers of unique visitors Time on site/pageWebsite Page rankings Feedback obtained through the site
Measure your marketingGovernment relations Appointments with key people Access to decision makers Invitations to participate in government publications, events, panels Number of MPs and officials at events, site visits etc Staff and Board’s subjective assessment of the state of relationshipsSector leadership Reaction to our efforts Invitations to be on panels etc Other organisations seek our views Media requests for information
Issues Planning Define the issue Fix the problem Talking points Spokespersons Who else can help Board and staff buy-in