How do you market a campaign on a shoestring budget? Check out best practices and case studies by four experts who do it every day - Katya Andresen CEO of Network for Good, Jocelyn Harmon, Director of Nonprofit Services for Care2, Allyson Kapin, Partner at Rad Campaign and Founder of Women Who Tech and Shireen Mitchell, Founder of Digital Sistas.

1. Online Marketing on a
Shoestring Budget
Presented by:
Katya Andresen, Network for Good
Jocelyn Harmon, Care2
Allyson Kapin, Rad Campaign and Women Who Tech
Shireen Mitchell, Digital Sistas
GrowSmartBiz Conference
November 5, 2010

2. What’s a
Shoestring Budget?
$10K or Less

3. Top Tips for Marketing on a
Shoestring Budget
1. Define Ultimate Goals: What does success look like?
2. Target Audiences: People who you want to reach and have a stake in the
issue.
3. Use Multi-Channel Marketing:
 Online - web, email, social networks, banner ads and acquisition
 Earned Media - print, radio, TV, online media and blogs
 Offline - on the ground outreach, telemarketing,
4. Provide ENGAGING Content: Hook them in 5 seconds or less.
5. Embrace Community and be Transparent: Be a part of communities where your
audiences hang out!
6. Track Results and Return on Investment: What were the results?
Was your investment worth it?
7. Be Human: Connect with me. Talk with me NOT to me. Listen to me.

4. Technology= Red Queen’s Race

6. Online outreach is driven by people
and content, not computers.

7. Targeting everyone = Targeting no one

8. MicroMARKETING

9. Drew Olanoff, Micromarketer

10. Effective messaging*
Answers….
• Why me?
• What for?
• Why now?
• Who says?
*The technology breaks if you skip this step!

11. A short story goes a long way!
• Teach prisoners to train puppies as service dogs
• Iraq veteran’s pup helps with his PTSD
• $230,000 raised online through story

12. Borrow, don’t build; Point, don’t create
• Social networks
• Widgets
• Blogs
Care2 SixDegrees

14. 1. Don’t make me think!

15. 2. Understand the 1-2 Punch

16. Landing Pages

17. Lists

18. 3. Don’t Write Crappy Copy

19. 4. Define Success & Measure

20. 5. Remember that Relationship are
the Root

21. Women Who Tech Case Study
What’s Wrong
With This Picture?

22. Women Who Tech Case Study

23. Women Who Tech Case Study
Identified the Problem: Tech conference circuit and mainstream media coverage
focused on promoting men and ignored contributions by women in tech
and their perspectives.
Why is it a Problem? We create technology for the masses not for men. Technology
must be discussed from diverse perspectives and leaders.
The Solution: Create a virtual TeleSummit that showcased women breaking new
ground in technology who use their tech savvy skills to transform the world
and inspire change.

24. Women Who Tech Case Study
Why a TeleSummit?
Movement Building Event: Build a movement around women in tech & social media
who want to change the status quo.
It’s Virtual: Prominent tech leaders and participants can be a part of the TeleSummit
from anywhere in the world.
Cost Savings: Less expensive to produce then a conference.
News Hook: First TeleSummit that focused on women in technology featuring
accomplished women ranging from Arianna Huffington to Rashmi Sinha of
Co-Founder of SlideShare & more.

25. Women Who Tech Case Study
How Did I Market it for $0?
Built a Website Aimed at Niche Audiences: Women in tech and social media who felt
alienated in the conference circuit.
Built an Email List: Marketed WWT mostly through online channels such as:
 niche listservs
 active presence on Twitter.
 Facebook Group
 LinkedIn Group
 Delicious - repository of articles focusing on women in technology and the VC world.
 Networked and built publicity partnerships with other like-minded organizations such as
BlogHer and She’s Geeky.

26. Women Who Tech Case Study
Additional Tactics and Tools
Used
Earned Media:
 Built list of reporters and bloggers writing
about tech, social media and innovation.
 Networked and built relationships at
events, commented on articles, talked with
media on Twitter.
 Used my own influence as a blogger for
Fast Company and other outlets to write
about the issues and events.
 Leveraged speakers connections to the
media to help with outreach and pitching.

27. Women Who Tech Case Study
Provided Good Content that
Resonated with Target
Audiences:
 Appeal to audiences emotions
and their discontent around this
issue. No one likes to be
alienated or discounted.
 Not Afraid of Controversy:
 Great caliber of speakers –
ranging from established women
to up and coming rawk stars in
the space!

28. Women Who Tech Case Study
The Results:
 Mobilized base of thousands of women who in
tech and social media.
 Sold out TeleSummit for the past three years!
 Increase of news coverage around women in
tech, social media and startups in NYT,
ForbesWomen, TechCrunch, ReadWriteWeb,
BlogHer, Wall Street Journal, and tons of blogs.
 More conferences connecting to women in tech
groups to help them recruit women speakers.
 Increased collaboration among women in tech
organizations.
 Personal Note: Helped me professionally –
Named One of the Most Influential Women in
Tech by Fast Company and one of the top women
to follow on Twitter by Forbes!

29. Questions?

30. Contact Info
Katya Andresen: Network for Good
Email: katya.andresen@networkforgood.org
Twitter: @katyan4g
Jocelyn Harmon: Care2
Email Jocelynh@care2team.com
Twitter: @jocelynharmon
Allyson Kapin: Rad Campaign, Women Who Tech
Email: Allyson@radcampaign.com
Twitter: @womenwhotech and @radcampaign @care2frogloop
Shireen Mitchell: DigitalSistas
Email: digitalsista@gmail.com
Twitter: @digitalsista