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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 …

(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
  • FINAL
  • FINAL
  • DRAFT
  • FINAL
  • 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

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