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Mobilizing Masses: Multimedia, Multichannel, MyFreeTaxes

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Amanda Ponzar, Director, Communications, United Way Worldwide - @LivingUnited

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Mobilizing Masses: Multimedia, Multichannel, MyFreeTaxes

  1. 1. Amanda Ponzar @LivingUnited Mobilizing masses: Multimedia, multichannel, MyFreeTaxes
  2. 2. Amanda J. Ponzar @LivingUnited2 United Way • World’s largest privately funded nonprofit: $5 billion annually • 1,800 United Ways in 40+ countries • Creating opportunities for a better life for all, focused on education, income & health • Inviting people to give, advocate & volunteer
  3. 3. World is changing: MOBILE • 7 billion people on earth • 4 billion use mobile phone • 3.5 billion use toothbrush 3
  4. 4. World is changing: SOCIAL • 1 billion+ people visit YouTube each month • Total Twitter users: 645 million • Facebook: 1.3 billion monthly users 4
  5. 5. 5
  6. 6. Amanda J. Ponzar @LivingUnited6
  7. 7. Amanda J. Ponzar @LivingUnited7 Where to start: RESEARCH Corporate partner survey
  8. 8. Amanda J. Ponzar @LivingUnited8 Where to start: RESEARCH Analyze data. What’s working? What’s not? (Surprise…)
  9. 9. Communications Strategy 9 CONCEPT CO-BRANDING • Messaging • Marketing EARNED MEDIA • Traditional, Trade • Blogger Engagement • Media Partnership • Radio Reading Service PSAs THOUGHT- LEADERSHIP • Blog content • Spokesperson DIGITAL ENGAGEMENT • Social Media • Google Adwords • Email • Mobile MEASUREMENT • Impact & Results • Reporting PROGRAM SUPPORT • Strategic Oversight • Local, National
  10. 10. Amanda J. Ponzar @LivingUnited10 Get the word out: Multimedia, multichannel • Mobile • Web • Infographics • Google AdWords • Videos • Social media • Press releases • Media pitching • Multimedia News Release • Radio Media Tour • Blogger Media Tour • Twitter Chat • Advertising • Marketing matls
  11. 11. Amanda J. Ponzar @LivingUnited11 Earned media example http://www.myfreetaxes.com/about-myfreetaxes/newsroom/
  12. 12. Amanda J. Ponzar @LivingUnited12 Blogger media tour example http://www.examiner.com/article/last-minute-tax-filing-tips-laura-scheler-from-united-way- worldwide
  13. 13. 13 Got Social Media?
  14. 14. 14
  15. 15. http://www.myfreetaxes.com/testimonials/ 15
  16. 16. • 159% over goal (online filers) • Anticipate 1.5M (on the ground filers) 16 Results
  17. 17. Thank you 17 • Inspiring videos: o Lacoste “Life is a Beautiful Sport” http://bit.ly/1jrlE6K o Follow the Frog http://bit.ly/L6evit • Tweet me! @LivingUnited • Visit MyFreeTaxes.com or follow @MyFreeTaxes

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