Club Marketing And Pr Kit Workshop


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Club Marketing And Pr Kit Workshop

  1. 1. Marketing and Public Relations Designing a Blueprint with the Club Marketing/PR Kit
  2. 2. Marketing <ul><li>Defined in Webster’s Dictionary as: </li></ul><ul><li>the process or technique of promoting, selling, </li></ul><ul><li>and distributing a product or service </li></ul><ul><li>Four P’s </li></ul><ul><ul><li>Product – what you are “selling” or promoting </li></ul></ul><ul><ul><li>Price – the cost </li></ul></ul><ul><ul><li>Place or Distribution – how it gets to the audience </li></ul></ul><ul><ul><li>Promotion or PR – is only a part of marketing </li></ul></ul>
  3. 3. Public Relations <ul><li>Defined in Webster’s Dictionary as: </li></ul><ul><li>the business of inducing the public to have understanding for and goodwill toward a person, firm, or institution </li></ul><ul><li>How to Do Public Relations: </li></ul><ul><ul><li>News Releases </li></ul></ul><ul><ul><li>Public Service Announcements (PSAs) </li></ul></ul><ul><ul><li>Word of Mouth </li></ul></ul>
  4. 4. Why Should We Market Our Clubs and Activities?
  5. 5. How It’s All Connected <ul><li>Marketing/public relations, service and growth are important to every Optimist Club. </li></ul><ul><li>Clubs provide service, which they promote to the media and local community. </li></ul><ul><li>This marketing generates interest in Club activities and helps the Club gain new Members. </li></ul><ul><li>New Members allow the Club to provide more service! </li></ul>
  6. 6. The Secret’s Out… <ul><li>Marketing can seem like a daunting task, but it is easier than you think! </li></ul><ul><li>Every Optimist Club and Member can do marketing. </li></ul>
  7. 7. An Exciting New Resource <ul><li>There are many marketing tools already available to Clubs. </li></ul><ul><li>The important thing was making sure Clubs were aware of the resources and how to use them. </li></ul><ul><li>The Club Marketing/PR Kit was developed to introduce these materials and provide simple how-to instruction guides. </li></ul>
  8. 8. The Nuts and Bolts of the Kit <ul><li>Each of you has been given a kit. </li></ul><ul><li>We will go through the kit and discuss the uses of each of the materials. </li></ul><ul><li>Please let me know if you have questions as we go along. </li></ul>
  9. 9. Left Side of the Kit <ul><li>Welcome Letter – commending you for deciding to market your Club and its activities </li></ul><ul><li>Optimist Background Information: </li></ul><ul><ul><li>Fact Sheet about Optimist International </li></ul></ul><ul><ul><li>Organization description, mission and vision statements, Optimist Creed and purposes </li></ul></ul>
  10. 10. Just the Facts <ul><li>Information on the organization, such as the number of Clubs and Members </li></ul><ul><li>Major Service Programs </li></ul><ul><li>Scope of Service </li></ul><ul><li>Officers </li></ul><ul><li>History </li></ul>
  11. 11. Why Background Information Can Be Important <ul><li>All of these items would be useful when introducing someone to Optimism </li></ul><ul><li>A newspaper will not run an article about an event unless they know who is sponsoring it </li></ul><ul><li>The reporter may want to include information about what the mission of the Club is and what other activities you run </li></ul><ul><li>A potential new Member would want to know the Creed and about the International organization </li></ul>
  12. 12. The Optimist Mission and Vision <ul><li>Mission Statement – By providing hope and positive vision, Optimists bring out the best in kids. </li></ul><ul><li>Vision Statement – Optimist International will be recognized worldwide as the premier volunteer organization that values all children and helps them develop their full potential. </li></ul><ul><li>How can these statements be used to market your Club and the Optimist organization? </li></ul>
  13. 13. Express Your Club’s Optimism <ul><li>Motto: a phrase the expresses the ideals of a group or organization </li></ul><ul><ul><li>Friend of Youth </li></ul></ul><ul><li>Branding: a name, logo or slogan associated with an organization that tells people who you are and what you do </li></ul><ul><ul><li>Bringing Out the Best in Kids </li></ul></ul>
  14. 14. Table of Contents <ul><li>This is the 1 st page in the right pocket of your folder. </li></ul><ul><li>It details all of the materials you can find in the kit and also what is on each of the CDs and the DVD. </li></ul><ul><li>It also provides details on each of the useful tools. </li></ul>
  15. 15. I Am An Optimist DVD <ul><li>Show this to prospective Members to explain what Optimist Clubs do and what being an Optimist means. </li></ul><ul><li>This is great for use at NOW events! </li></ul><ul><li>Share it with potential Members at every opportunity. </li></ul><ul><li>Show Optimists in Action and encourage others to get involved! </li></ul>
  16. 16. Radio Public Service Announcements (PSAs) <ul><li>Included in the kit is a CD of radio PSAs and a “how-to” guide on how to use them. </li></ul><ul><li>Research your local radio station to find our the name of the Program Director and News Director. </li></ul><ul><li>Review your Optimist International background information and take Club flyers or brochures to the station with the CD. </li></ul>
  17. 17. How to Use the Radio PSA CD <ul><li>Introduce yourself to the appropriate people and share the information with them. </li></ul><ul><li>Thank them for taking the time to meet with you and learn about Optimism. </li></ul><ul><li>Invite a representative from the station to an upcoming meeting. Just Ask! </li></ul><ul><li>Make sure to follow up with your new contact. </li></ul>
  18. 18. More How-to’s <ul><li>Add the station representative to the Club’s list of contacts and send them future news releases and stories about your Club. </li></ul><ul><li>The PSAs are also available on the Optimist website. </li></ul>
  19. 19. And In Conclusion… <ul><li>If you have space at the end of a radio public service announcement, sum up with a tagline specially designed for your Optimist Club! </li></ul><ul><li>Taglines are typically 10 seconds at the end of a public service announcement. </li></ul><ul><li>Typical taglines for Optimist public service announcements should include the name of the event, time, date and phone number for more information. </li></ul>
  20. 20. Television PSAs <ul><li>Optimist PSAs have been distributed to more than 1,100 TV and cable stations throughout North America! </li></ul><ul><li>Three 30-second and two 15-second messages show Members working with children and the narration explains what Clubs do. </li></ul>
  21. 21. What Clubs Can Do <ul><li>Members can find out what stations in the area have received the PSAs by following the link on the Optimist website. </li></ul><ul><li>If a station in your area has received the PSAs, encourage them to air them. </li></ul><ul><li>Clubs can add local contact information to a PSA in their area can do so for $85 through the company handling the distribution. </li></ul>
  22. 22. Coming Soon… <ul><li>Distribution to Canada and Jamaica will be done as soon as the necessary government approval is received. </li></ul>
  23. 23. Read All About Optimist Clubs <ul><li>Sample press releases are available on a variety of topics: </li></ul><ul><ul><li>All the International programs and activities </li></ul></ul><ul><ul><li>Honor Club </li></ul></ul><ul><ul><li>Naming New Officers </li></ul></ul><ul><ul><li>Optimist in Action </li></ul></ul><ul><ul><li>CPA Winners </li></ul></ul>
  24. 24. Make Sure Your Club is in the News! <ul><li>The news releases are available on the Optimist website and on the CD enclosed in your kit. </li></ul><ul><li>Just fill in the blanks and print it out on Club letterhead. </li></ul><ul><li>Make sure to complete a news release before and after the event. </li></ul><ul><li>News releases can be sent to all the local media outlets: newspapers, TV stations and radio stations. </li></ul>
  25. 25. Optimist Road Signs
  26. 26. Did you know…? <ul><li>Optimist International will reimburse your Club up to $100 for the purchase and installation of a road sign. </li></ul><ul><li>You must purchase the sign through Shumsky or Corall. </li></ul><ul><li>Send a copy of the receipt and a photo of the installed sign to the International office by September 30 th of the Optimist year the sign was purchased. </li></ul>
  27. 27. Road Sign Tips <ul><li>Select a site with good visibility that will not interfere with traffic safety. </li></ul><ul><li>Place the sign approximately 6 feet high for maximum visibility. </li></ul><ul><li>Contact local authorities to make sure you have permission to install the sign. </li></ul><ul><li>Ensure you are installing the sign in a safe location (far from underground pipes and wires). </li></ul>
  28. 28. Make Your Sign Stand Out <ul><li>Add an additional sign below the traditional road sign that denotes Club name, meeting time and location. </li></ul><ul><li>Add seasonal signs below the traditional sign and the meeting place sign to promote special Club events, wish children a safe summer vacation, welcome students back to school, etc. </li></ul><ul><li>Finish installation by placing a waterproof label on the back of the sign that lists a Club contact in case of future problems with the sign. </li></ul>
  29. 29. Spice Up Your Club Materials <ul><li>Logo – a signature symbol or icon used by an organization </li></ul><ul><li>A wide variety of Optimist logos are available for Club use (in high-resolution and low-resolution versions.) </li></ul><ul><li>Clubs can use them on their websites, in their newsletters and in promotional materials. </li></ul><ul><li>All the Optimist logos can be found on the Optimist website and on the CD in your kit. </li></ul>
  30. 30. Logo Information <ul><li>To request special file formats for printing banners or apparel, contact [email_address] </li></ul><ul><li>Permission is required to use logos in certain situations. Read the trademark policy on the website for information. </li></ul>
  31. 31. The Optimist Magazine <ul><li>If one of your Club Members receives multiple copies: </li></ul><ul><ul><li>Pass them on! Ask businesses with waiting rooms if you can display the magazine for their clients. </li></ul></ul><ul><ul><li>Hand them out! Pass them out to attendees at events and make sure to include membership information. </li></ul></ul><ul><ul><li>Gather them up! Display them at a NOW meeting </li></ul></ul>
  32. 32. Need Extra Copies? <ul><li>Contact the International office at: </li></ul><ul><li>800-500-8130 </li></ul><ul><li>or via e-mail at </li></ul><ul><li>[email_address] </li></ul>
  33. 33. Optimist Annual Events <ul><li>Clubs and Members should take every opportunity to get the Club’s name out to the public. </li></ul><ul><li>Optimist International sponsors a few events that may help Clubs attract media attention. </li></ul>
  34. 34. Optimist in Action Day <ul><li>Optimist in Action Day is the third Saturday in October and is a single unified day to promote the mission and values of Optimism to the public. </li></ul><ul><li>Clubs can participate in any way they choose. Sponsor a community service event or a fundraiser. </li></ul><ul><li>The idea is for every Club to spread the word of Optimism in a way that best suits their Members and their goals. </li></ul><ul><li>Invite the media to your event! Send press releases! </li></ul>
  35. 35. Childhood Cancer Awareness Month <ul><li>June is Optimist International Childhood Cancer Awareness Month. </li></ul><ul><li>Clubs are encouraged to start a program that creates awareness in their community or they may conduct a fundraiser to support the CCC and donate the funds to support the Optimist International research initiative and the matching grants program. </li></ul><ul><li>Funds can also be used to support local cancer initiatives, hospitals or families dealing with childhood cancer. </li></ul>
  36. 36. Optimist Earth Day <ul><li>Optimist International has proclaimed the first Saturday in June as Optimist Earth Day in connection with World Environmental Awareness Week. </li></ul><ul><li>The International Board of Directors has approved the event through 2010. </li></ul>
  37. 37. How Can My Club Participate in Optimist Earth Day? <ul><li>Plant a tree, flowers or bulbs </li></ul><ul><li>Clean up a park, playground or stretch of road </li></ul><ul><li>Take recyclables to a local drop-off point </li></ul><ul><li>Develop an educational program for local children to teach </li></ul><ul><li>Clean up a building that has become a victim to graffiti </li></ul><ul><li>Pledge to walk, bicycle or use mass transit for a day </li></ul>
  38. 38. JOOI of Reading Month <ul><li>In connection with the JOOI of Reading, JOOI Clubs can designate a month to promote reading for fun to the students in their schools. </li></ul><ul><li>Contact your local JOOI Club to see how you can help with their plans for JOOI Reading Month. </li></ul>
  39. 39. Club Marketing/PR Kit CD <ul><li>The enclosed CD contains a wide variety of resources: </li></ul><ul><ul><li>How-to Guides </li></ul></ul><ul><ul><li>Fill in the Blank News Releases </li></ul></ul><ul><ul><li>Logos </li></ul></ul><ul><ul><li>Proclamations – CCC Month, Youth Appreciation </li></ul></ul><ul><ul><li>And much much more! </li></ul></ul>
  40. 40. Top Ten Easy Marketing Ideas for Your Community <ul><li>1. Newspapers – allow you to communicate more information than radio and TV stations. Send those news releases! </li></ul><ul><li>2. Radio PSAs – these announcements cover specific Optimist programs as well as general information about what Optimist Clubs do. Make sure to give the CD in your kit to a local radio station. </li></ul>
  41. 41. Top Ten Easy Marketing Ideas for Your Community <ul><li>3. Cable TV – if your community has a local cable TV company, contact them about putting your message on their local access channel. </li></ul><ul><li>4. Libraries – Give extra copies of The Optimist magazine to your local library. Attach a sticker with contact information for your Club. </li></ul>
  42. 42. Top Ten Easy Marketing Ideas for Your Community <ul><li>5. “Welcome” kits – many communities have kits that are given to new residents with promotional materials from local businesses and organizations. </li></ul><ul><li>6. Colleges – many colleges and universities have internal cable TV and radio stations and publications that reach students, staff and faculty. </li></ul>
  43. 43. Top Ten Easy Marketing Ideas for Your Community <ul><li>7. Community Events – participate in local parades, fairs, sports tournaments and holiday celebrations. Wear your pins, display your banner and give out handouts. </li></ul><ul><li>8. Official Proclamations – local, state and even federal officials issue a proclamation for a special event or anniversary. Included in on the kit CD are proclamations for CCC Month and Youth Appreciation. </li></ul>
  44. 44. Top Ten Easy Marketing Ideas for Your Community <ul><li>9. Billboards – billboard companies frequently carry messages by nonprofit organizations as a public service. Clubs will have to pay for the cost of printing. </li></ul><ul><li>10. Club Business Cards – print up special cards with your meeting time and place and a contact name and number. Distribute them to friends, co-workers and at community events. </li></ul>
  45. 45. Discussion <ul><li>Please share the ways your Club markets themselves. </li></ul><ul><li>Has your Club utilized any of the news releases on the Optimist website? </li></ul><ul><li>How many Clubs have shown “I Am An Optimist” DVD to potential Members? </li></ul><ul><li>Any there any public relations strategies that have worked well for your Club? </li></ul>
  46. 46. Questions