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Media Trifecta For Non-Profit Marketing

Non-Profit marketing strategy plan.

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Media Trifecta For Non-Profit Marketing

  1. 1. MEDIA TRIFECTA FOR Korena Keys & Michael Cornette @keymediaceo
  2. 2. THE IDEA Think of your media list as a POEM.  Paid  Owned  Earned Media @keymediaceo
  3. 3. PAID MEDIA Efforts in which you “pay to play”  Television Advertising  Radio Commercials  Newspaper Ads  Paid Search There is complete control over creative, content and marketing spend. @keymediaceo
  4. 4. PAID MEDIA @keymediaceo
  5. 5. OWNED MEDIA Anything your organization creates and distributes within your own channels.  Website Content  Blog  Newsletter  Social Media Keep in mind – there is a lot of time and effort behind earned media, despite it being “free”. @keymediaceo
  6. 6. OWNED MEDIA
  7. 7. EARNED MEDIA This is the natural result of public/media relation’s efforts, campaigns, events and crafted content.  Social Media Mentions  News Coverage  Public Service Announcements  Blog Shares  Organic Search @keymediaceo
  8. 8. EARNED MEDIA @keymediaceo
  9. 9. MEDIA TRIFECTA @keymediaceo Paid Media Owned Media Earned Media ADVERTISING Pay per Click TV Ads Radio Ads Newspaper Paid Content CORPORATE PROPERTIES Website Blog Site Social Media SHARING Mentions Shares Reviews Reposts SEO
  10. 10. MEDIA TRIFECTA @keymediaceo Paid Media Owned Media Earned Media ADVERTISING Pay per Click TV Ads Radio Ads Newspaper Paid Content CORPORATE PROPERTIES Website Blog Site Social Media SHARING Mentions Shares Reviews Reposts SEO Propel Sharing & Engagement With Paid Promotion Brand Content Drive Earned Media (sharing) and Online Searches Increase Exposure to Web Properties with Paid Advertising
  11. 11. MEDIA TRIFECTA @keymediaceo Paid Media Owned Media Earned Media ADVERTISING Pay per Click TV Ads Radio Ads Newspaper Paid Content CORPORATE PROPERTIES Website Blog Site Social Media SHARING Mentions Shares Reviews Reposts SEO Propel Sharing & Engagement With Paid Promotion Brand Content Drive Earned Media (sharing) and Web Traffic Increase Exposure to Web Properties with Paid Advertising Leverage Owned, Earned, and Paid Media for a Comprehensive Media Strategy
  12. 12. Television Email Social Media Public Relations Search Marketing Direct Mail
  13. 13. YOUR STORY  Develop your “story” and use your content across multiple mediums to deliver the message.  Who you serve?  What you do/offer?  Why it’s important?  How are you different?  How do you do it?  Why do I care?  Where you do it?  Now assign a champion (or two) to manage your marketing. @keymediaceo
  14. 14. DEFINE YOUR GOALS  Fundraising  Brand Awareness  Engagement  Supporter Loyalty  Website Traffic  Volunteer Recruitment  Advocacy @keymediaceo
  15. 15. DEVELOP A STRATEGY  How does your story transition into content?  Be Generous  Think of communication as a gift  Empower with how-to and information  Be Genuine  Show the personal side of your work  Give a “behind the scenes” view  Be Grateful  Give your fans/followers/donors credit  Share your successes @keymediaceo
  16. 16. MEDIA = MESSAGE DELIVERY  Determine the Best Channels for Your Message and Goals  Website (First and Foremost)  Television  Cable  Newspaper  Billboard  Radio  Social Media (Google+, Facebook, Twitter, Instagram, Tumblr)  Email (Daily as well as e-newsletter)  Search Engine  Online Directories (Yahoo, Yelp, Local, GuideStar) @keymediaceo
  17. 17. YOU TIPS FOR SUCCESS @keymediaceo
  18. 18. METRICS FOR SUCCESS  Measure What Matters  Donations Received  Web Traffic  Social Media Shares & Engagements  People Served  Volunteering Hours  Subscribers  Brand Lift (Awareness) @keymediaceo
  19. 19. Michael Cornette Korena Keys General Sales Manager, KSFY TV CEO, KeyMedia Solutions Mcornette@ksfy.com Korena@KeyMedia.Solutions @KeyMediaCEO

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