The document summarizes strategies used by the National Portrait Gallery to promote an art competition. It aimed to attract 2,000 entries but was perceived as outdated. To address this, the Gallery conducted media outreach, direct mailings, and promoted "Portrait of an Artist". These tactics were successful, doubling entries to 4,000 and changing perceptions of the Gallery. The document also discusses developing strategies by understanding strengths/weaknesses, opportunities/threats and setting key performance indicators to track objectives. It provides examples of campaigns run by ASPCA that used integrated tactics across media to promote issues and measure awareness and results.

1. “S” is for strategy: CHARTING Communication in the digital age Shonali Burke, ABC Presented at PRSA Alaska July 21 & 22, 2010

2. Cartoon: HubSpot, Flickr (CC)

4. Fundamentals of Planning

5. Smithsonian’s National Portrait Gallery First-ever OutwinBoochever Portrait Competition (2005-2006) Courtesy: National Portrait Gallery

6. What was the problem? NPG perceived as outdated Lack of connection with today’s artists Portraiture not perceived as “cool” or “hip” Aimed to reach emerging & mid-career artists Needed to secure 2,000 entries for the contest to be viable Courtesy: National Portrait Gallery

7. Image: saaby, Flickr (CC)

8. What We Did Media outreach Media buy Direct mail “Portrait of an Artist”

9. Results Changed creative Impacted tactics & collateral Influenced media buy Influenced media outreach Net-net: 4,000+ entries (double goal) Courtesy: National Portrait Gallery

10. A Good Foundation Doesn’t Change

11. Communicator, SWOT Thyself Strengths Weaknesses What internal factors add value to the organization? Services? Thought leadership? Financial base? What are the organization’s internal value-destroying issues? Low morale? Bad reputation? Lack of vision/leadership? Internal Opportunities Threats What external negatives threaten the organization? Change in government? Change in audience? Technology? What can add value to the organization from the outside? Weak competitors? Growing marketplace? Technology? External Negatives Positives

12. Take a Snapshot

13. From Snapshot to Strategy

14. KPIs… What The @#*! “… a measure of performance used to help an organization define and evaluate how successful it is, typically in terms of making progress towards its organizational goals.” ~ Wikipedia: http://en.wikipedia.org/wiki/Key_performance_indicators

15. Key Performance Indicators Track effectiveness of your program against business objectives, e.g.: Web traffic Subscribers Sales Donations Membership Image: Art by Steve Johnson, Flickr (CC)

16. KPIs Business Objectives Courtesy: KD Paine & Partners

17. KPIs Business Objectives Courtesy: KD Paine & Partners

18. Launch of the ASPCA’s “Mobile Animal CSI Unit”

19. Tactics Micro-site featuring a “pledge to fight animal cruelty”, www.fightcruelty.org Aggressive media outreach Integrated social media & internal communications Postings on ASPCA’s online community, MySpace and Facebook pages Pre- and post-surveys to gauge post-launch and campaign awareness

20. Results Secured earned media coverage in all top 50 DMAs (goal): Print: 2.3 million+ impressions Radio: 7.5 million listeners TV: 16,000,000+ viewers Raised Web traffic by >22% over November (more than double goal of 10%) Secured 4,700 new registered users via signing of Anti-Cruelty pledge: 56% > goal (3,000) Pre- to post-survey awareness 28% Expense budget: $130,000 CPI: $.10

21. The Importance of Messaging http://www.youtube.com/watch?v=bnCHCcveteA

22. Consistency Is Key

23. Cartoon: HubSpot, Flickr (CC) And Now We Have Social…

24. The Craziness of Social Image: Masonite Burn, Flickr (CC)

25. Opportunity to Ask…

26. … and Listen

27. “Question”

28. “Answer”… Sort Of

29. Monitoring ≠ Measurement Image: ErlendAasland, Flickr (CC)

30. “Getting a Seat at the Table” Image: oskay, Flickr (CC)

31. Questions? Where you can find me: E-mail: info@shonaliburke.com Twitter: @shonali Blog: www.WaxingUnLyrical.com Web: www.shonaliburke.com Skype: sburke15 Image: Håkan Dahlström, Flickr (CC) Title slide image: teachernz, Flickr (CC) Thank you!