Communicate for Success: Effective Marketing on a Budget

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Most civic engagement offices and small nonprofit organizations are challenged to
effectively communicate and market their opportunities and accomplishments with few
staff and few dollars. We will share our experiences in utilizing solid planning and Internet
tools to communicate for success on a budget.
Emily Shields
Executive Director
Iowa Campus Compact

Justin Ellis
Program Coordinator
Iowa Campus Compact

Monique Ellefson
VISTA Leader
Iowa Campus Compact

Published in: Education, Technology, Business
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  • Communicate for Success: Effective Marketing on a Budget

    1. 1. Effective Marketing on a Budget
    2. 2.  About us  Iowa Campus Compact
    3. 3. Learning Outcomes  Communications planning  Using infographics  Making the most of existing content to implement successful communications with a small team
    4. 4. Agenda  Communications Planning  Identifying Champions  Keep It Short and Simple  Recycling Content  Using Infographics  Follow Through  Internet Tools  Discussion
    5. 5.  Communications – sharing information  Marketing – sharing information with the goal of influence  What type of plan do you need?
    6. 6.  Set Goals  Determine Audiences  Consider Channels  Determine Frequency  Create Strategies  Align Tactics  Decide Measures
    7. 7.  Communications and marketing goals  Align with larger goals  Examples ◦ Increase higher education member knowledge and usage of events and programmatic opportunities ◦ Increase awareness of Iowa Campus Compact's leadership in higher education civic engagement and use as a source for knowledge and information
    8. 8. Increase higher education member knowledge and usage of events and programmatic opportunities Communications Marketing
    9. 9.  Internal Goals ◦ Communicating to and influencing those within your organization/network  External Goals ◦ Communicating to and influencing those outside of your organization/network
    10. 10.  Primary - direct involvement with your programs, services, etc. ◦ Examples: students, administrators, community partnerships  Secondary - indirect relationship and influence ◦ Examples: media, potential funders, policy makers Audiences have different goals, channels, frequency, etc.
    11. 11.  Each goal needs specific plans  Strategies may align with more than one goal, audience, etc.  Examples: ◦ Increase the number of contacts and online followers ◦ Improve the quality and effectiveness of newsletter ◦ Promote programmatic accomplishments and impacts
    12. 12.  Each strategy will have specific tactics that guide your daily/weekly/monthly activities  These will change over time  Examples ◦ Promote events during other in-person meetings and calls ◦ Inform and inspire program participants to be effective ambassadors of the overall program ◦ Use communication calendar to coordinate promotion
    13. 13.  All strategies and tactics should be aligned with channels  Modes of communications, opportunities  Consider ALL – when do you have the chance to communicate? Through what platforms?  Examples: ◦ Social media ◦ Email updates ◦ In-person meetings and events ◦ Web site updates ◦ Phone conversations
    14. 14.  Consider for all channels, tactics, audiences  Play around with what works best  Consider saturation, overload  Consider staff time and capacity
    15. 15.  Crucial step!  Find indicators to success  Not everything is measurable (i.e. “awareness”)  Examples: ◦ Newsletter list size ◦ Open rates, click rates ◦ Online interactions ◦ Earned media stories
    16. 16.  Use online tools available to you ◦ Newsletter software stats ◦ Facebook stats ◦ Twitter stats ◦ Google Analytics ◦ IT Department ◦ Annual surveys/evaluations
    17. 17.  Who else can deliver your message?  How can you inform and empower them?  Consider champions as an audience with its own strategies and tactics  Examples: ◦ Program participants ◦ Donors ◦ Partners
    18. 18.  Average adult attention span in 2013: 8 seconds (National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press)  Use few words, lots of links and visuals  Get to the point, QUICKLY  Bold requests, action items  Use all your channels to break through
    19. 19.  Use written material and pictures across platforms to maximize exposure and minimize time ◦ i.e. Social media, emails, newsletters, blogs, etc.  Post everything on your site and direct everyone back there ◦ “resource bank”
    20. 20.  Visual representation of information or data  Highlight important details  Use to present complex information quickly and clearly  Info graphics should… ◦ Display data ◦ Grab reader’s attention ◦ Avoid distorting data ◦ Make large data sets coherent ◦ Encourage the eye to compare different pieces of data ◦ Reveal the data at several levels of detail (broad  specific) ◦ Serve a clear purpose ◦ Match data set
    21. 21.  Integrate communications into your office culture & programs ◦ Weekly Staff Meetings  Discuss Calendar  Discuss upcoming events  Brainstorm blog ideas ◦ Job descriptions ◦ Program goals  Assigning responsibility ◦ Weekly rotations
    22. 22. Monthly Priorities Upcoming Events and a list of communications channels we are utilizing Weekly communication priority Assigning responsibilities: This is rotated weekly
    23. 23.  Planning ◦ Google Docs  Content Delivery  Measurement ◦ Facebook Engagement ◦ Twitter Statistics ◦ Weebly counts Facebook likes & tweets of blog posts ◦ Social Media  Twitter (hootsuite)  Facebook  Bit.ly ◦ Website & Blog  Weebly.com  Google Sites ◦ Infographics  Powerpoint  Piktochart.com (Free & Paid accounts)
    24. 24.  Use the worksheet to reflect on the elements of your plan  Share with one other person: ◦ What is one communications asset you are not currently maximizing? ◦ What content do you have that you could share with more audiences and across more channels?
    25. 25.  Our challenges: ◦ Time ◦ Email fatigue ◦ Uncertain results What do you anticipate your challenges being? How can you use planning and tools to work through them?

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