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NICNE Advertising Presentation

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NICNE Advertising Presentation

  1. 1. Getting the Most Bang for Your Advertising Buck Pam Maher Principal KMK Media Group www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  2. 2. TODAY’S PRESENTATION www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  3. 3. TODAY’S PRESENTATION • Customer Life Cycle www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  4. 4. TODAY’S PRESENTATION • Customer Life Cycle • Challenges & Opportunities of Non-profits www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  5. 5. TODAY’S PRESENTATION • Customer Life Cycle • Challenges & Opportunities of Non-profits • Why Advertising? www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  6. 6. TODAY’S PRESENTATION • Customer Life Cycle • Challenges & Opportunities of Non-profits • Why Advertising? • Budget www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  7. 7. TODAY’S PRESENTATION • Customer Life Cycle • Challenges & Opportunities of Non-profits • Why Advertising? • Budget • Tactics www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  8. 8. FROM AWARENESS TO ADVOCACY www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  9. 9. FROM AWARENESS TO ADVOCACY Awareness www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  10. 10. FROM AWARENESS TO ADVOCACY Interest Awareness www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  11. 11. FROM AWARENESS TO ADVOCACY Action Interest Awareness www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  12. 12. FROM AWARENESS TO ADVOCACY Evaluation Action Interest Awareness www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  13. 13. FROM AWARENESS TO ADVOCACY Advocacy Evaluation Action Interest Awareness www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  14. 14. FROM AWARENESS TO ADVOCACY Advocacy Evaluation Action Interest Awareness www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  15. 15. NON-PROFITS AND ADVERTISING www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  16. 16. NON-PROFITS AND ADVERTISING Non-profits are unique in several ways: www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  17. 17. NON-PROFITS AND ADVERTISING Non-profits are unique in several ways: • Narrow target audience www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  18. 18. NON-PROFITS AND ADVERTISING Non-profits are unique in several ways: • Narrow target audience • Compelling message www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  19. 19. NON-PROFITS AND ADVERTISING Non-profits are unique in several ways: • Narrow target audience • Compelling message • Understaffed and underfunded www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  20. 20. WHY IS ADVERTISING IMPORTANT? www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  21. 21. WHY IS ADVERTISING IMPORTANT? • Perception that ads should only be donated www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  22. 22. WHY IS ADVERTISING IMPORTANT? • Perception that ads should only be donated • Donated ads are often run at undesirable times www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  23. 23. WHY IS ADVERTISING IMPORTANT? • Perception that ads should only be donated • Donated ads are often run at undesirable times • Donated ads are often poorly produced www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  24. 24. WHY IS ADVERTISING IMPORTANT? • Perception that ads should only be donated • Donated ads are often run at undesirable times • Donated ads are often poorly produced • “People have a natural desire to be altruistic. When that desire is stimulated, we will give more money to urgent causes — possibly much more.” - Dan Pallotta, Harvard Business Review www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  25. 25. BUDGET www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  26. 26. BUDGET • How much of the budget do I spend on advertising? www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  27. 27. BUDGET • How much of the budget do I spend on advertising? • Depends on certain factors... www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  28. 28. BUDGET • How much of the budget do I spend on advertising? • Depends on certain factors... • Industry www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  29. 29. BUDGET • How much of the budget do I spend on advertising? • Depends on certain factors... • Industry • Goals www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  30. 30. BUDGET • How much of the budget do I spend on advertising? • Depends on certain factors... • Industry • Goals • Size & Age of Organization www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  31. 31. DETAILED PLANNING www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  32. 32. DETAILED PLANNING • Marketing plan www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  33. 33. DETAILED PLANNING • Marketing plan • Track your efforts www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  34. 34. DETAILED PLANNING • Marketing plan • Track your efforts • Measure their effectiveness www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  35. 35. GETTING THE MOST BANG FOR YOUR BUCK www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  36. 36. GETTING THE MOST BANG FOR YOUR BUCK • Always ask for the non-profit rate www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  37. 37. GETTING THE MOST BANG FOR YOUR BUCK • Always ask for the non-profit rate • Google Grants www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  38. 38. GETTING THE MOST BANG FOR YOUR BUCK • Always ask for the non-profit rate • Google Grants • Special rates/bonus www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  39. 39. GETTING THE MOST BANG FOR YOUR BUCK • Always ask for the non-profit rate • Google Grants • Special rates/bonus • Tactics www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  40. 40. GETTING THE MOST BANG FOR YOUR BUCK • Always ask for the non-profit rate • Google Grants • Special rates/bonus • Tactics • Public Relations www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  41. 41. GETTING THE MOST BANG FOR YOUR BUCK • Always ask for the non-profit rate • Google Grants • Special rates/bonus • Tactics • Public Relations • Social Media www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  42. 42. GETTING THE MOST BANG FOR YOUR BUCK • Always ask for the non-profit rate • Google Grants • Special rates/bonus • Tactics • Public Relations • Social Media • Traditional Advertising www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  43. 43. GETTING THE MOST BANG FOR YOUR BUCK • Always ask for the non-profit rate • Google Grants • Special rates/bonus • Tactics • Public Relations • Social Media • Traditional Advertising • Special events/fundraisers www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  44. 44. GETTING THE MOST BANG FOR YOUR BUCK • Always ask for the non-profit rate • Google Grants • Special rates/bonus • Tactics • Public Relations • Social Media • Traditional Advertising • Special events/fundraisers • Website www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  45. 45. PUBLIC RELATIONS www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  46. 46. PUBLIC RELATIONS • What is news? www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  47. 47. PUBLIC RELATIONS • What is news? • How is it covered? www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  48. 48. PUBLIC RELATIONS • What is news? • How is it covered? • Newspapers www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  49. 49. PUBLIC RELATIONS • What is news? • How is it covered? • Newspapers • TV www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  50. 50. PUBLIC RELATIONS • What is news? • How is it covered? • Newspapers • TV • Radio www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  51. 51. NEW MEDIA www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  52. 52. NEW MEDIA • Text campaigns - mGive.com/TextDonations www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  53. 53. NEW MEDIA • Textcampaigns - mGive.com/TextDonations • E-mail newsletters www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  54. 54. NEW MEDIA • Textcampaigns - mGive.com/TextDonations • E-mail newsletters • Facebook, Twitter, MySpace www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  55. 55. NEW MEDIA • Textcampaigns - mGive.com/TextDonations • E-mail newsletters • Facebook, Twitter, MySpace • Facebook Causes www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  56. 56. WHY USE FACEBOOK? www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  57. 57. WHY USE FACEBOOK? • Usefulfor a deeper experience than with Twitter or LinkedIn www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  58. 58. WHY USE FACEBOOK? • Usefulfor a deeper experience than with Twitter or LinkedIn • Fastest growing social media site, particularly among users 35+ www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  59. 59. WHY USE FACEBOOK? • Usefulfor a deeper experience than with Twitter or LinkedIn • Fastest growing social media site, particularly among users 35+ • You’re missing opportunities if you’re not on it. www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  60. 60. WHY USE FACEBOOK? • Usefulfor a deeper experience than with Twitter or LinkedIn • Fastest growing social media site, particularly among users 35+ • You’re missing opportunities if you’re not on it. • Facebook Causes - specifically for non-profits (fund- and friend-raising) www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  61. 61. TO TWEET OR NOT TO TWEET? www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  62. 62. WHY USE TWITTER www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  63. 63. WHY USE TWITTER • Stay connected www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  64. 64. WHY USE TWITTER • Stay connected • Get real-time feedback www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  65. 65. WHY USE TWITTER • Stay connected • Get real-time feedback • Keep up with industry news www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  66. 66. WHY USE TWITTER • Stay connected • Get real-time feedback • Keep up with industry news • Disseminate information www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  67. 67. WHY USE TWITTER • Stay connected • Get real-time feedback • Keep up with industry news • Disseminate information • Learn from industry leaders www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  68. 68. WHY USE TWITTER • Stay connected • Get real-time feedback • Keep up with industry news • Disseminate information • Learn from industry leaders • Crisis Communications www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  69. 69. SPECIAL EVENTS/FUNDRAISERS www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  70. 70. SPECIAL EVENTS/FUNDRAISERS • Local Emcees www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  71. 71. SPECIAL EVENTS/FUNDRAISERS • Local Emcees • Media Sponsorships www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  72. 72. SPECIAL EVENTS/FUNDRAISERS • Local Emcees • Media Sponsorships • Pros/cons www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  73. 73. SPECIAL EVENTS/FUNDRAISERS • Local Emcees • Media Sponsorships • Pros/cons • Ask for details/contracts www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  74. 74. WEBSITES www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  75. 75. WEBSITES • Why is your website important? www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  76. 76. WEBSITES • Why is your website important? • Information www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  77. 77. WEBSITES • Why is your website important? • Information • Donations www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  78. 78. WEBSITES • Why is your website important? • Information • Donations • Tracking & Measurement www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  79. 79. WEBSITES • Why is your website important? • Information • Donations • Tracking & Measurement • Online newsroom www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  80. 80. EXAMPLES
  81. 81. EXAMPLES
  82. 82. EXAMPLES
  83. 83. EXAMPLES
  84. 84. EXAMPLES
  85. 85. EXAMPLES
  86. 86. EXAMPLES
  87. 87. EXAMPLES
  88. 88. EXAMPLES
  89. 89. EXAMPLES
  90. 90. EXAMPLES
  91. 91. EXAMPLES
  92. 92. STRATEGY www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  93. 93. STRATEGY • Allocate budget effectively www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  94. 94. STRATEGY • Allocatebudget effectively • Save time and money www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  95. 95. STRATEGY • Allocatebudget effectively • Save time and money • Track and measure www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia
  96. 96. Q&A •Email: pam@kmkmedia.com •Call: KMK Media Group at 815-399-2805 •View this presentation: www.kmkmedia.com/ADV2010 www.kmkmedia.com | Facebook.com/kmkmedia | twitter.com/kmkmedia

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