The document summarizes the creation of a communications, marketing and development division called Collins Central at the Collins Center. It describes hiring staff to support the needs of the Collins Center programs through communications, marketing, development and web support. It provides an overview of the departments and some of their key projects, including producing reports, newsletters and explaining state amendments to voters. It concludes with a case study of their marketing efforts for the 2010 Florida amendments which increased website traffic and engagement.

1. Communications, Marketing
& Development
Jon DeVries | Mar. 4, 2011

2. Collins Circa 2007
 High quality people, programs
and products
 Strong track record
 Need to boost:
- visibility in marketplace
- brand awareness and
consistency
- communications
- fund-raising
Page  2

3. Developing Collins Central
 Create a formal communications, marketing and
development division to help meet the needs of the
Collins Center and its programs
 Hire cross-functional professionals to provide best info
of highest integrity
 Fill gaps/needs in key areas: communications,
marketing, development and web support
 Executed plan and hired staff: 1Q 2010
Page  3

4. Mission of Collins Central
 Support needs of the Collins Center as an entity
 Support individual needs of programs and projects
statewide
 Support the program needs of the division itself
 Blend of ‘service’ functions and program
Page  4

5. Meet the Team
 Director of News & Information Services: Tom Arthur
 Director of Marketing: Robin Lankton
 Director of Online Strategy: Dan Bevarly
 Director of Development: John Annis
 Director of Policy Outreach: David Boyd
 Tallahassee Communications Manager: Tracey Lowe
 Assistant Director of News & Information Services: Phuong Cotey
 Senior Multimedia Designer: Scott McCreedy
Page  5

6. Experienced, professional
 Experienced, media savvy staff
 Multimedia orientation
 Readership focused
 Professional editing, design skills
 Informationalist approach — journalism + academia +
public policy
 Web 2.0 infused
Page  6

7. News & Information
Page  7

8. Communication Projects
 Research and reports (print and pdfs)
 Debatables on related topics (story, guide, update, links)
 Newsletters (print and e-newsletters)
 Newspaper tabs
 Survey, polls, other interactivity
 Videos/graphics
Page  8

9. Oil & Gas Report
 Fact-based, objective
Q&A
 Journalist + Ph.D. +
Advisory Council
 Robust online presence
 Presented to state
Legislature
“The report…lowered the temperature in the
debate and drew praise from all sides for its
fairness.”
— Florida Trend, Jan. 2011

10. Tracking the Amendments
 Objective, nonpartisan
explainers
 Track the “latest” via update
 Rich resources and links
 Multimedia
 Interactive
 Spanish/Creole
 NIE tab
 Includes history and primer of
state Constitution

11. A guide to Florida’s immigration debate
 Uses same debatables approach
 Responds to emerging
information need of democracy
 Wades through rhetoric/noise
 Wide, positive response already
(launched Mar. 1)
 Strategic launch date
 Enhanced targeted outreach
 Spanish version in development

12. Marketing
Page  12

13. Marketing Toolkit
 Brand strategy
 Marketing plans: planning to production to outreach
 Press releases and public relations
 Complete print and online design services
 Multimedia (videos, infographics, podcasts)
 Webinars and podcasts
 Advertising campaigns (print, online, outdoor, direct mail,
radio, television)
 Presentations
 Events, conferences and sponsorships
 Collateral materials and signage
Page  13

18. Online Strategies
Page  18

19. Why online strategy?
• Help build our initiative or message
• Expand audience and participation
• Increase speed and impact to deliver content and to receive
feedback
• Inform and educate in an objective and fact-based manner
• Support conventional methods of outreach, communication
and information
Page  19

20. Why online strategy?
• Promote informed decision making
• Engage with people to communicate and share information
• Collins Virtual Leadership
• Fund-raising and contributions
• Connect to potential partners and build relationships
Page  20

21. The Plan for Online Strategies
Project or
Message
Meetings
Lobbying
Conventional Online
Advertising Methods Strategies
Phone Calls
Networking
Stakeholders
Informed
Education Engagement Collaboration Consensus* Options
Decisions

22. International Society of Men’s Health
 Group collaboration with
document and file sharing
for international
physicians’ group around
health topics and events
Page  22

23. Sustainable Florida Best Practice Awards
 Group collaboration
 Online submission
 Online judging
 Event registration
 Payment processing
 100% paperless
Page  23

24. Smart Justice Coalition Group
 Collaborate with people from the
private and public sectors on issues
and ideas for reform and equity
 Engagement tools: forums, surveys
and blogs
 Live streamed conference
Page  24

25. Policy Outreach
Page  25

26. Building Network of Spectators, Fans and Champions
 Public, private, nonprofit sectors
 Distribution channels
 Inform and engage
 Relationship development
Page  26

27. Strengthening Infrastructure and Process
 Large scale, organized contract lists
 Broader reach: state > county > local
 Email, direct mail, web, social media, blogs,
traditional media
 Business community partner networks
 Roles – issues educator, content provider,
speakers, facilitators, research partners
 Targeted follow-ups
Page  27

28. Examples
 Amendments
 Health Care Reform
 Immigration
 Smart Justice
Page  28

29. Development
Page  29

30. Development and fundraising
 Blackbaud – Raiser’s Edge (fundraising
and donor management)
 One to One Group (direct mail)
 Site Visits and deep dives with program
directors (eyes on target)
 Foundation Center (RFPs and research)
 Chronicle of Philanthropy (scanning for
opportunities)
 Grants.gov
 United Way and partner agencies
 Events/speaking engagements
Page  30

31. Case Study:
2010 Florida Amendments
Marketing Results
Page  31

32. The voters spoke: great information, great service,
unbiased and educational
Sept. 5 – Nov. 5
Web site traffic soared
• 52,943 visitors
• 177,965 page views
• 3:52 Time spent on site
• 2.75 average pageviews
- Majority of traffic was for
amendments

33. Site is rich in content: refreshed daily
Site content:
• View and debate amendments
• Multimedia videos
• Florida Constitution
• Survey: 2,239 participated
• Blogs
• Resources and references
• Election Day: before, on and after
• Comprehensive list of news and
opinions
• Sites were built in English, Spanish
and Haitian/Creole

34. SEO and SEM drives visitor traffic
SEO marketing
• Tagged all pages
• Developed rich content
• #1 in organic Google search
for Florida Amendments and
2010 Florida Amendments
SEM marketing
• Google Text ads
• Web ads on PolitiFact,
tampabay.com and other sites
using PSAs

35. Partnered with Pulitzer Prize winning web site:
Politifact Florida
• Sponsored Amendment page
• Print ads in the St. Pete Times
• Web ads on TampaBay.com
• Drove traffic to our web site

36. Reaching students through Newspapers in Education
• 196,000 copies
• Taught in high school civics
class around the state
• 3,500 additional copies
were handed out at political
forums, chambers and
supervisors of election offices
Page  36

37. Quiz: iPad was given away to one lucky student
• Multimedia online quiz –
drove students to Web site
• 211 students participated
• 55 students got them all
correct

38. Making a difference in voters’ lives
 More than 75 phones calls were
answered by Tom Arthur, Director of
News and Information
 David Boyd and Dr. Frank Alcock
participated in 10 political forums
including:
- Sarasota Tiger Bay
- Okeechobee Political Forum (radio)
- The Village Square, Tallahassee
- Tampa Bay Partnership
 Televised presentations:
- Institute for Public Policy & Leadership
- Florida Cabinet Debate, Vero Beach
- WGCU, Fort Myers

39. Media organizations cited the web site and
referenced the Collins Center
 Newspaper recommendations/reprint of web site content including:
- St. Petersburg Times
- Gainesville Sun
- tbo.com (Tampa Tribune)
- South Florida Sun-Sentinel
- My Trinity Florida
- Broward/Palm Beach New Times
- Sarasota Herald-Tribune
- Bradenton.com (Bradenton Herald)
- St. Augustine.com
- Jacksonville.com (Times-Union)
- Tallahassee Democrat
- Florida Tribune
- Highlands Today
- Foster Folly News: Washington County
- Tampa Bay Business Journal
- The News Chief (Polk County)

40. Supervisors of Elections recommended our site
to voters with questions
Links were provided to voters from:
• Duval County
• Pinellas County
• Leon County
• Collier County
• Indian River County
• Okeechobee County

41. Organizations throughout the state
recommended the Collins Center’s web site
• Florida Association of Counties –
Election Guide
• Florida League of Women Voters
• Florida League of Cities
• Florida TaxWatch
• Government 2.0 in Action: The Lab

42. Elected officials posted links to site
 Senator Dan Gelber
 Senator Nan Rich
 Rep. Michelle Rehwinkel Vasilinda – District 9

43. Email marketing and Press Releases:
cost effective and works
Two email campaigns were sent:
August and October
Sent: 22,444
Opened: 3,201 – 18%
Click-throughs: 809 – 26%
Two press releases were sent
through PRNewswire
1,293 views
Helped drive traffic to the site from
the press and public

44. Something to talk about
Friends helped spread the word using social
media to let others know about
FLAmendments.org
27,505 viewers watch
our YouTube videos

45. On the Horizon
 Launch of Our Florida.
Our Future. web site and
new civic infrastructure
 Stimulus Spending in
Florida: Lessons for
Metropolitan
Transportation Planning
 Election reform
Page  45

46. To Our Namesake
Page  46

47. A Salute to the Admiral
Page  47

48. Questions?
Thank you.
Jon DeVries
Collins Center for Public Policy
jdevries@collinscenter.org