Publicize, Promoteand Plug Your Program<br />Julie Christensen<br />Aimee Viniard-WeidemanProgram Conference, Oct. 3-5, 20...
It’s about influence<br />Communications continuum<br />
What’s in your promotions mix?<br />News media<br />Social media<br />Marketing and education materials<br />
Today’s changing landscape<br />
Traditional distribution model<br />pr with press release<br />consumers<br />journalist<br />broadcast and print<br />Sou...
Modern model<br />journalists<br />influencers<br />shared to more influencers: friends, fans, followers<br />pr with soci...
Fundamentals remain same<br />Who’s your audience?<br />What’s your message? <br />What are you asking them to do?        ...
News media: 3 things you can do<br />Write a news release<br />Conduct an interview<br />Pitch a success                  ...
It’s not just a news release<br />It’s a chance to position your program!<br />Tie it back<br />Include a call to action<b...
News release: Call to action<br />
News release: Boilerplate language<br />
Interviews are publicity opps.<br />
Interviews: What can you do?<br />Make yourself available<br />Provide your Extension title + website<br />Find out topics...
Pitch a story: Find the influencers<br />www.Google.com/News<br />Click on “Advanced news search”<br />
Pitching: Google News search<br />
Pitching: Search results example<br />
Pitch a story: What can you do?<br />Find the influencers<br />Send a short, compelling message<br />Follow up in 4-5 days...
News mediasummary<br />Write a news release<br />Conduct an interview<br />Pitch a success                                ...
Social media use<br />Facebook has > 800 million active users<br />Average Facebook user has 130 “Friends”<br />8% of Amer...
Social media: 3 main stages<br />Listen first, and never stop listening<br />Engage with purpose<br />Lead<br />
Social media: How can you listen?<br />Be authentic<br />Find the right conversations<br />Find the influencers<br />
Listen: Be authentic<br />
Listen: Be authentic<br />
Listen: Find right conversations<br />RSS-based monitoring dashboards<br />Twitter key-word searches<br />Blog search tool...
Listen: RSS-based monitoring<br />www.Google.com/Reader<br />
Listen: Twitter key-word search<br />TweetDeck search,<br />“farm to school Minnesota”<br />www.TweetDeck.com<br />
Listen: Blog search example<br />www.Blogsearch.Google.com<br />
Listen: Identify the influencers<br />
Listen: Quantify influencers<br />Score or rank<br />Review criteria<br />www.PeerIndex.com<br />
SM engagement     numbers!<br />It’s not about who has the most followers, fans, likes or check-ins!<br />“… the real ques...
How can you engage?<br />Join conversations<br />Share your expertise—for free!<br />Ask for input<br />
Engage: Share your expertise<br />
Engage: Join conversations<br />“The task of simply showing up to the table is honestly, child’s play…” –Brian Solis<br />
Engage: Ask for input<br />
Engage: Ask for input<br />
Engagement best practices<br />Devote time to individual relationships<br />Celebrate those who celebrate you<br />Strike ...
Social media leaders<br />They actively participate<br />They offer many ways to connect<br />They deliver excitement<br /...
Leaders actively participate <br />
Leaders offer ways to connect<br />
Leaders deliver excitement<br />
Social media summary<br />Listen first, and never stop listening<br />Engage with purpose<br />Lead<br />
What’s in your promotions mix?<br />News media<br />Social media<br />Marketing and education materials<br />
Isn’t print dead?<br />NO<br />And … so much more<br />Print<br />Electronic<br />Online<br />
Fundamentals remain same<br />Who’s your audience?<br />What’s your message? <br />What are you asking them to do?        ...
Communications Continuum<br />
Communications Continuum<br />You exist<br /><ul><li>Education
Research
University
Extension</li></li></ul><li>Communications Continuum<br />Positive<br /><ul><li>Trustworthy
Useful
Accessible</li></li></ul><li>Communications Continuum<br />What do you <br />want them to do?<br /><ul><li>Register for class
Newsletter signup
Volunteer
Visit website</li></li></ul><li>Convey the Brand….	…. it’s more than a logo	<br />Perception<br />Their perception, not ou...
What makes it effective?<br />Good Design<br />Communicates the Brand<br />Functional for the User<br />Prioritizes Inform...
What makes it effective?<br />Good Content<br />Headlines that attract attention<br />Photos that reinforce the message<br...
Extension Tools to Help You<br />Power Point<br />Fact Sheets<br />Brochures<br />Post Cards<br />Curriculum<br />Reports<...
Extension Templates<br />Power Point<br />Fact Sheets<br />Brochures<br />Post Cards<br />Curriculum<br />Reports<br />E-n...
Extension identity
Relevant info
Quality design
Call to Action
Contact Info
Copyright</li></li></ul><li>Extension Fact Sheet Templates<br />
Power Point Templates<br />
Extension Email Banners<br />Thin Banner Versions<br />Thick Banner Versions<br />Two-Line Versions<br />
Tri-fold Brochure<br />
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Publicize, Promote and Plug Your Programs

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(10/3/2011) –Are you ready to ratchet up the way you publicize your program, communicating the right offerings to the right people at the right time? Whether you’re trying to increase workshop attendance, sign more customers up for a newsletter or advertise a new set of educational materials, here’s your opportunity to learn how to craft the right promotions mix. In this session, discover new ways you can use news media outlets, social media channels and marketing materials to get the word out about your programs. You will learn best practices for publicizing your programs using Extension tools that will help you get the job done faster and more effectively.

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  • As Julie promised, If you tend to these three areas, over time, you will influence ACTION/behavior change with the right groups of people.So how do marketing materials fit into your mix?Isn’t print dead? We’ve been doing these for years – never too late to make it right!
  • FINAL
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  • Specs:large: 2 1/2&quot; x 8 1/2&quot;small: 1 3/4&quot; x 6 1/2&quot;Full bleeds (intended for professional printing)
  • Publicize, Promote and Plug Your Programs

    1. 1. Publicize, Promoteand Plug Your Program<br />Julie Christensen<br />Aimee Viniard-WeidemanProgram Conference, Oct. 3-5, 2011<br />
    2. 2. It’s about influence<br />Communications continuum<br />
    3. 3. What’s in your promotions mix?<br />News media<br />Social media<br />Marketing and education materials<br />
    4. 4. Today’s changing landscape<br />
    5. 5. Traditional distribution model<br />pr with press release<br />consumers<br />journalist<br />broadcast and print<br />Source: Pitchengine.com <br />
    6. 6. Modern model<br />journalists<br />influencers<br />shared to more influencers: friends, fans, followers<br />pr with social media release and rich social content<br />consumers<br />bloggers<br />Source: Pitchengine.com <br />
    7. 7. Fundamentals remain same<br />Who’s your audience?<br />What’s your message? <br />What are you asking them to do? <br />
    8. 8. News media: 3 things you can do<br />Write a news release<br />Conduct an interview<br />Pitch a success latest story<br />
    9. 9. It’s not just a news release<br />It’s a chance to position your program!<br />Tie it back<br />Include a call to action<br />Insert boilerplate language<br />
    10. 10. News release: Call to action<br />
    11. 11. News release: Boilerplate language<br />
    12. 12. Interviews are publicity opps.<br />
    13. 13. Interviews: What can you do?<br />Make yourself available<br />Provide your Extension title + website<br />Find out topics they cover<br />
    14. 14. Pitch a story: Find the influencers<br />www.Google.com/News<br />Click on “Advanced news search”<br />
    15. 15. Pitching: Google News search<br />
    16. 16. Pitching: Search results example<br />
    17. 17. Pitch a story: What can you do?<br />Find the influencers<br />Send a short, compelling message<br />Follow up in 4-5 days<br />
    18. 18. News mediasummary<br />Write a news release<br />Conduct an interview<br />Pitch a success latest story<br />
    19. 19. Social media use<br />Facebook has > 800 million active users<br />Average Facebook user has 130 “Friends”<br />8% of Americans use Twitter<br />
    20. 20. Social media: 3 main stages<br />Listen first, and never stop listening<br />Engage with purpose<br />Lead<br />
    21. 21. Social media: How can you listen?<br />Be authentic<br />Find the right conversations<br />Find the influencers<br />
    22. 22. Listen: Be authentic<br />
    23. 23. Listen: Be authentic<br />
    24. 24. Listen: Find right conversations<br />RSS-based monitoring dashboards<br />Twitter key-word searches<br />Blog search tools<br />
    25. 25. Listen: RSS-based monitoring<br />www.Google.com/Reader<br />
    26. 26. Listen: Twitter key-word search<br />TweetDeck search,<br />“farm to school Minnesota”<br />www.TweetDeck.com<br />
    27. 27. Listen: Blog search example<br />www.Blogsearch.Google.com<br />
    28. 28.
    29. 29. Listen: Identify the influencers<br />
    30. 30. Listen: Quantify influencers<br />Score or rank<br />Review criteria<br />www.PeerIndex.com<br />
    31. 31. SM engagement numbers!<br />It’s not about who has the most followers, fans, likes or check-ins!<br />“… the real question is about figuring out what we’re trying to accomplish.” –Brian Solis<br />
    32. 32. How can you engage?<br />Join conversations<br />Share your expertise—for free!<br />Ask for input<br />
    33. 33. Engage: Share your expertise<br />
    34. 34. Engage: Join conversations<br />“The task of simply showing up to the table is honestly, child’s play…” –Brian Solis<br />
    35. 35. Engage: Ask for input<br />
    36. 36. Engage: Ask for input<br />
    37. 37. Engagement best practices<br />Devote time to individual relationships<br />Celebrate those who celebrate you<br />Strike a balance: 80% conversational + 20% promotional<br />
    38. 38. Social media leaders<br />They actively participate<br />They offer many ways to connect<br />They deliver excitement<br />Sources: Dave Kerpen, Likable Social Media; Patricia Redsicker, Social Media Examiner; Brian Solis, Engage<br />
    39. 39. Leaders actively participate <br />
    40. 40. Leaders offer ways to connect<br />
    41. 41. Leaders deliver excitement<br />
    42. 42. Social media summary<br />Listen first, and never stop listening<br />Engage with purpose<br />Lead<br />
    43. 43. What’s in your promotions mix?<br />News media<br />Social media<br />Marketing and education materials<br />
    44. 44. Isn’t print dead?<br />NO<br />And … so much more<br />Print<br />Electronic<br />Online<br />
    45. 45. Fundamentals remain same<br />Who’s your audience?<br />What’s your message? <br />What are you asking them to do? <br />
    46. 46. Communications Continuum<br />
    47. 47. Communications Continuum<br />You exist<br /><ul><li>Education
    48. 48. Research
    49. 49. University
    50. 50. Extension</li></li></ul><li>Communications Continuum<br />Positive<br /><ul><li>Trustworthy
    51. 51. Useful
    52. 52. Accessible</li></li></ul><li>Communications Continuum<br />What do you <br />want them to do?<br /><ul><li>Register for class
    53. 53. Newsletter signup
    54. 54. Volunteer
    55. 55. Visit website</li></li></ul><li>Convey the Brand…. …. it’s more than a logo <br />Perception<br />Their perception, not ours<br />Extension: Trustworthy and Useful<br />Experience<br />Easy to read and understand<br />Quality design and writing <br />Valuable information<br />
    56. 56. What makes it effective?<br />Good Design<br />Communicates the Brand<br />Functional for the User<br />Prioritizes Information<br />Delivers Messages<br />
    57. 57. What makes it effective?<br />Good Content<br />Headlines that attract attention<br />Photos that reinforce the message<br />Writing that is concise and editted<br />Call to Action that is clear<br />
    58. 58. Extension Tools to Help You<br />Power Point<br />Fact Sheets<br />Brochures<br />Post Cards<br />Curriculum<br />Reports<br />E-newsletters<br />
    59. 59. Extension Templates<br />Power Point<br />Fact Sheets<br />Brochures<br />Post Cards<br />Curriculum<br />Reports<br />E-newsletters<br />Checklist<br /><ul><li>University identity
    60. 60. Extension identity
    61. 61. Relevant info
    62. 62. Quality design
    63. 63. Call to Action
    64. 64. Contact Info
    65. 65. Copyright</li></li></ul><li>Extension Fact Sheet Templates<br />
    66. 66. Power Point Templates<br />
    67. 67. Extension Email Banners<br />Thin Banner Versions<br />Thick Banner Versions<br />Two-Line Versions<br />
    68. 68. Tri-fold Brochure<br />
    69. 69. Quad-foldBrochure<br />
    70. 70. Newsletter<br />
    71. 71. Postcards<br />
    72. 72. Bookmarks<br />
    73. 73. Websites<br />
    74. 74. What makes it effective?<br />Good Design<br />Communicates the Brand<br />Functional for the User<br />Prioritizes Information<br />Delivers Messages<br />
    75. 75. What makes it effective?<br />Good Content<br />Headlines that attract attention<br />Photos that reinforce the message<br />Writing that is concise and editted<br />Call to Action that is clear<br />
    76. 76. What can you do? <br />Checklist<br /><ul><li>Know your audience
    77. 77. Know your purpose
    78. 78. Use the templates
    79. 79. Edit, Edit, Edit
    80. 80. Ask for feedback</li></li></ul><li>Ask yourself … … or better yet, ask someone else<br />What is it?<br />Who is the audience?<br />What is the value to the audience?<br />Who is it from?<br />What do they do now?<br />Who can they contact?<br />
    81. 81. Publicize, Promoteand Plug Your Program<br />Julie Christensen, Extension Public Relations Manager<br />email: reuve007@umn.edu<br />twitter.com/jrchris<br />Aimee Viniard-Weideman, Extension Assistant Dean for Communications<br />email: vinia001@umn.edu<br />Extension organizational social media accounts<br />twitter.com/UMNExt<br />facebook.com/UofMNExt<br />Youtube.com/UofMNExt<br />
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