Communications liftoff! rocketing your community v3


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#STC11 Leadership Day Presentation 5/15/11

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Communications liftoff! rocketing your community v3

  1. 1. Communications Liftoff! Rocketing your Community to the Stars Ben Woelk President, Rochester
  2. 2. Overview <ul><li>Marketing communications are foundational to increasing your community’s reach and energizing your fan base. </li></ul><ul><li>This session will </li></ul><ul><ul><li>explain how to create a social media-based community marketing plan </li></ul></ul><ul><ul><li>show how Rochester leveraged Higher Ed resources to identify new opportunities and go after new markets. </li></ul></ul>
  3. 3. Why Create a Marketing Plan? <ul><li>Systematic approach </li></ul><ul><ul><li>Repeatable </li></ul></ul><ul><li>Set and achieve goals </li></ul><ul><li>Be proactive </li></ul><ul><li>Be strategy driven, not event driven </li></ul><ul><li>Strategic plan drives marketing plan </li></ul>
  4. 4. Components of a Plan <ul><li>Audience analysis </li></ul><ul><li>Key messages </li></ul><ul><li>Communications channels </li></ul><ul><li>Calendar of promotions </li></ul><ul><li>Develop relationships </li></ul>
  5. 5. Audience Analysis <ul><li>Who are your audiences? </li></ul><ul><li>How do they communicate now? </li></ul>
  6. 6. Key Messages <ul><li>What you’ll communicate </li></ul><ul><ul><li>Value proposition </li></ul></ul><ul><ul><li>Vectors of differentiation </li></ul></ul><ul><ul><ul><li>Why should they care about your community? </li></ul></ul></ul><ul><li>How you’ll communicate </li></ul><ul><ul><li>Use credible sources </li></ul></ul><ul><ul><li>Keep your messages short and simple </li></ul></ul>
  7. 7. Communications Channels <ul><li>What’s the best vehicle? </li></ul>
  8. 8. When to Deliver the Message <ul><li>Timing is important </li></ul><ul><ul><li>Leverage opportunities </li></ul></ul><ul><ul><li>Reuse content </li></ul></ul><ul><ul><li>Calendar of promotions </li></ul></ul>
  9. 9. Key Relationships <ul><li>Build relationships </li></ul><ul><li>Establish partnerships </li></ul>
  10. 10. Implement the Plan <ul><li>Get feedback </li></ul><ul><li>Follow calendar of communications, but don’t miss opportunities. </li></ul><ul><li>Develop processes </li></ul>
  11. 11. Evaluate and Make Mid-Course Corrections <ul><li>You will make mistakes </li></ul><ul><li>Don’t be afraid to make a change </li></ul><ul><li>Did it make a difference? </li></ul><ul><ul><li>Ways to evaluate </li></ul></ul><ul><ul><ul><li>Surveys </li></ul></ul></ul><ul><ul><ul><li>Analytics </li></ul></ul></ul>From austinevan
  12. 12. Leadership Day presentation: Part two Marketing Plan
  13. 13. Methodology <ul><li>Engagement: my “duh” moment </li></ul><ul><li>Teams </li></ul><ul><li>Three meetings </li></ul><ul><li>Surveys </li></ul><ul><li>Final deliverable </li></ul>
  14. 14. What We Told Them “ I work with lots of 20 and 30 year olds that don’t know about STC. I am hesitant to recommend STC until I totally understand their value and what they have to offer. Why would membership be valuable to them?” “ The parent organization has been struggling over its identity and the value it provides to members. It also struggles with the adoption of social media. STC raised dues by 40% and lost 40% of its membership last year. We're facing some of the same issues locally. The Rochester chapter went from 112 members to 68.” “ To join a professional organization like this I would have to understand the value proposition. What do I get for my $215 +? With online forums and discussion groups I have access to all kind of free information. There are lots of free online professional and social networks.”
  15. 15. Our Strengths and Weaknesses <ul><li>Strengths </li></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Techcomm skill set </li></ul></ul><ul><ul><li>Awards & recognition </li></ul></ul><ul><ul><li>Mentoring (informal) </li></ul></ul><ul><li>Weaknesses </li></ul><ul><ul><li>$$$ </li></ul></ul><ul><ul><li>Number of training sessions </li></ul></ul><ul><ul><li>Limited added benefits </li></ul></ul><ul><ul><li>Lack of publicity </li></ul></ul>
  16. 16. Analysis
  17. 17. What They Told Us to Work On <ul><li>Branding </li></ul><ul><li>Value proposition </li></ul><ul><li>Increase membership by </li></ul><ul><ul><li>Targeting younger members (20-35 yrs old) </li></ul></ul><ul><ul><li>Changing pricing strategy </li></ul></ul><ul><ul><li>Providing training </li></ul></ul>
  18. 18. SMART Objectives
  19. 19. Implementation Roles <ul><li>Program director/social director </li></ul><ul><li>Chief mentor </li></ul><ul><li>Web/social media team </li></ul><ul><li>Training team </li></ul><ul><li>Archive manager </li></ul>
  20. 20. Communications/Publicity <ul><li>Redesigned STC Rochester website </li></ul><ul><li>Heavy use of social media, Twitter, LinkedIn, Facebook </li></ul><ul><li>LinkedIn (most effective) </li></ul><ul><ul><li>Personal invitations </li></ul></ul><ul><ul><li>Joining other groups </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>Hashtags (#ROC) </li></ul></ul>
  21. 21. Multi-year Implementation <ul><li>First year </li></ul><ul><ul><li>Didn’t target younger age group </li></ul></ul><ul><ul><li>Did build relationships with ASTD, STC </li></ul></ul><ul><ul><li>Changed pricing </li></ul></ul><ul><ul><li>Heavy engagement in social media </li></ul></ul><ul><ul><li>Participated in joint webinar (Carolina, SE Michigan) </li></ul></ul><ul><li>Next year? </li></ul><ul><ul><li>Increased training opportunities </li></ul></ul><ul><ul><li>Increased webinars, GoToMeeting for council </li></ul></ul><ul><ul><li>Branding </li></ul></ul><ul><ul><li>Mentorship/student chapter </li></ul></ul><ul><ul><li>Formalize processes </li></ul></ul>
  22. 22. Did it Make a Difference? Before After <ul><ul><li>Low profile </li></ul></ul><ul><ul><li>Community of Excellence </li></ul></ul><ul><ul><li>Local Spectrum conference </li></ul></ul><ul><ul><li>Regional Spectrum conference </li></ul></ul><ul><ul><li>Traditionally strong renewal rate </li></ul></ul><ul><ul><li>2nd highest renewal rate in STC (~79%) </li></ul></ul><ul><ul><li>Localized membership </li></ul></ul><ul><ul><li>Geographically diverse </li></ul></ul><ul><ul><li>Spending outpacing income </li></ul></ul><ul><ul><li>Maintained zero budget </li></ul></ul><ul><ul><li>Unable to get press coverage of events </li></ul></ul><ul><ul><li>Featured in local newspaper </li></ul></ul>Marketing plan was not the only factor!
  23. 23. References <ul><li>W. K. Kellogg Foundation communications plan template </li></ul><ul><li>STC Rochester websites and social media </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>@stc_rochester </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>LinkedIn: stc_rochester </li></ul></ul>