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 …

(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!
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  • Specs:large: 2 1/2" x 8 1/2"small: 1 3/4" x 6 1/2"Full bleeds (intended for professional printing)

Transcript

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