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"S" Is For Strategy: Charting Communication In The Digital Age

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In July 2010, I presented a two-part seminar to PRSA Alaska, both in Anchorage and Fairbanks. This is Part I, which focused on strategic communication planning in the digital age.

In July 2010, I presented a two-part seminar to PRSA Alaska, both in Anchorage and Fairbanks. This is Part I, which focused on strategic communication planning in the digital age.

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    • 1. “S” is for strategy:
      CHARTING Communication in the digital age
      Shonali Burke, ABC
      Presented at PRSA Alaska
      July 21 & 22, 2010
    • 2. Cartoon: HubSpot, Flickr (CC)
    • 3.
    • 4. Fundamentals of Planning
    • 5. Smithsonian’s National Portrait Gallery
      First-ever OutwinBoochever Portrait Competition (2005-2006)
      Courtesy: National Portrait Gallery
    • 6. What was the problem?
      NPG perceived as outdated
      Lack of connection with today’s artists
      Portraiture not perceived as “cool” or “hip”
      Aimed to reach emerging & mid-career artists
      Needed to secure 2,000 entries for the contest to be viable
      Courtesy: National Portrait Gallery
    • 7. Image: saaby, Flickr (CC)
    • 8. What We Did
      Media outreach
      Media buy
      Direct mail
      “Portrait of an Artist”
    • 9. Results
      Changed creative
      Impacted tactics & collateral
      Influenced media buy
      Influenced media outreach
      Net-net: 4,000+ entries (double goal)
      Courtesy: National Portrait Gallery
    • 10. A Good Foundation Doesn’t Change
    • 11. Communicator, SWOT Thyself
      Strengths
      Weaknesses
      What internal factors add value to the organization? Services? Thought leadership? Financial base?
      What are the organization’s internal value-destroying issues? Low morale? Bad reputation? Lack of vision/leadership?
      Internal
      Opportunities
      Threats
      What external negatives threaten the organization? Change in government? Change in audience? Technology?
      What can add value to the organization from the outside? Weak competitors? Growing marketplace? Technology?
      External
      Negatives
      Positives
    • 12. Take a Snapshot
    • 13. From Snapshot to Strategy
    • 14. KPIs… What The @#*!
      “… a measure of performance used to help an organization define and evaluate how successful it is, typically in terms of making progress towards its organizational goals.”
      ~ Wikipedia: http://en.wikipedia.org/wiki/Key_performance_indicators
    • 15. Key Performance Indicators
      Track effectiveness of your program against business objectives, e.g.:
      Web traffic
      Subscribers
      Sales
      Donations
      Membership
      Image: Art by Steve Johnson, Flickr (CC)
    • 16. KPIs Business Objectives
      Courtesy: KD Paine & Partners
    • 17. KPIs Business Objectives
      Courtesy: KD Paine & Partners
    • 18. Launch of the ASPCA’s “Mobile Animal CSI Unit”
    • 19. Tactics
      Micro-site featuring a “pledge to fight animal cruelty”, www.fightcruelty.org
      Aggressive media outreach
      Integrated social media & internal communications
      Postings on ASPCA’s online community, MySpace and Facebook pages
      Pre- and post-surveys to gauge post-launch and campaign awareness
    • 20. Results
      Secured earned media coverage in all top 50 DMAs (goal):
      Print: 2.3 million+ impressions
      Radio: 7.5 million listeners
      TV: 16,000,000+ viewers
      Raised Web traffic by >22% over November (more than double goal of 10%)
      Secured 4,700 new registered users via signing of Anti-Cruelty pledge: 56% > goal (3,000)
      Pre- to post-survey awareness 28%
      Expense budget: $130,000
      CPI: $.10
    • 21. The Importance of Messaging
      http://www.youtube.com/watch?v=bnCHCcveteA
    • 22. Consistency Is Key
    • 23. Cartoon: HubSpot, Flickr (CC)
      And Now We Have Social…
    • 24. The Craziness of Social
      Image: Masonite Burn, Flickr (CC)
    • 25. Opportunity to Ask…
    • 26. … and Listen
    • 27. “Question”
    • 28. “Answer”… Sort Of
    • 29. Monitoring

      Measurement
      Image: ErlendAasland, Flickr (CC)
    • 30. “Getting a Seat at the Table”
      Image: oskay, Flickr (CC)
    • 31. Questions?
      Where you can find me:
      E-mail: info@shonaliburke.com
      Twitter: @shonali
      Blog: www.WaxingUnLyrical.com
      Web: www.shonaliburke.com
      Skype: sburke15
      Image: Håkan Dahlström, Flickr (CC)
      Title slide image: teachernz, Flickr (CC)
      Thank you!

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