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Communications getting attention & enhancing your reputation

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You're doing amazing work, but no one seems to know! Today's session is designed to help you streamline & coordinate your communications and develop a communications plan. Communications planning helps you define how you communicate with your various audiences. Any questions please contact deborah@creative-si.com.

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Communications getting attention & enhancing your reputation

  1. 1. Marketing NPOs: Getting Attention & Enhancing Your Reputation Communications Presented by: Deborah Spector deborah@creative-si.com www.creative-si.com/blog Creative Solutions & InnovationsJuly 2012 | www.creative-si.com | 404.325.7031
  2. 2. “If you don’t know where you’re going it doesn’t matter which way you go!” Said the Cheshire Cat in Alice in Wonderland Creative Solutions & InnovationsJuly 2012 | www.creative-si.com | 404.325.7031
  3. 3. Why Strategic Communications? You’re doing amazing work, but no one seems to know! Today’s session is designed to help you streamline & coordinate your communications and develop a communications plan. Creative Solutions & InnovationsJuly 2012 | www.creative-si.com | 404.325.7031
  4. 4. What is a Communications Plan?Communications planning helps you define how you communicate with your various audiences. An effective communications plan reflects your organization’s mission, goals and objectives, and is integrated into daily operations. Your plan informs everything from the content of your website to the frequency of your contacts with the media.July 2012 Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  5. 5. Step I - Research Why do research? – Sets foundation for all communications – Provides audience insights – Uncovers opportunities, threats, etc. – Analyzes direction, position, messages Creative Solutions & InnovationsJuly 2012 | www.creative-si.com | 404.325.7031
  6. 6. Research Tools Brainstorming sessions SWOT Analysis Audience Discovery Interviews Focus groups Creative Solutions & InnovationsJuly 2012 | www.creative-si.com | 404.325.7031
  7. 7. What Do You Gain From Research? Foundation elements for Message Framework Positioning – statement of your mission that drives your organization Tagline – key words & phrases that set you apart and make you special Benefits and attributes – key messages about what you offer Features – talking points Creative Solutions & InnovationsJuly 2012 | www.creative-si.com | 404.325.7031
  8. 8. Getting Started Goal and objectives Select Target Audience Messages and Credible Messengers Tactics, timelines, assignments and budgets Measurement of Success Creative Solutions & InnovationsJuly 2012 | www.creative-si.com | 404.325.7031
  9. 9. Your goal is your vision for change How does your organization plan to change the world? 1. 2. 3. Creative Solutions & InnovationsJuly 2012 | www.creative-si.com | 404.325.7031
  10. 10. Objectives are the concrete steps taken to reach your goal Objectives must be: Specific Measurable Attainable Realistic Time-bound Creative Solutions & InnovationsJuly 2012 | www.creative-si.com | 404.325.7031
  11. 11. Your Mission Goes Here: Objectives: 1. 2. 3. Creative Solutions & InnovationsJuly 2012 | www.creative-si.com | 404.325.7031
  12. 12. How do you make your objective a reality?Identify the decision maker with the power to make your objectives real Whom would you identify as a decision maker? 1. 2. 3. Creative Solutions & InnovationsJuly 2012 | www.creative-si.com | 404.325.7031
  13. 13. Reaching Decision MakersWho are the people who can reach your decision makers and help achieve your objectives? 1. 2. 3. Creative Solutions & InnovationsJuly 2012 | www.creative-si.com | 404.325.7031
  14. 14. Target Your Audiences Creative Solutions & InnovationsOctober 16, 2008 | www.creative-si.com | 404.325.7031
  15. 15. Identify Your Target AudiencesClients Faith CommunityFormer Clients EducatorsAdvocates Health Care ProvidersBoard members Business OwnersVolunteers Targeted MediaDonors BloggersFoundations Twitter InfluencersLocal elected officials Partner OrganizationsCommunity leaders Sponsors Creative Solutions & InnovationsJuly 2012 | www.creative-si.com | 404.325.7031
  16. 16. Message Characteristics Share Knowledge about your organization and your issue. Overcome barriers. Respect your audience’s comfort zone and move them forward in manageable steps. When your audience takes an action, remind them that they are doing a good thing. Creative Solutions & InnovationsJuly 2012 | www.creative-si.com | 404.325.7031
  17. 17. Creating Messages to Create Action Threshold Messages What do people need to know, believe or care about to become engaged? What obstacles do you have to overcome to get people over the threshold? Creative Solutions & InnovationsJuly 2012 | www.creative-si.com | 404.325.7031
  18. 18. Creating Messages to Create Action Solution MessagesAnd, the world would be a better place. . .What is the projected positive outcome?How would people’s lives be better? Creative Solutions & InnovationsJuly 2012 | www.creative-si.com | 404.325.7031
  19. 19. Creating Messages to Create Action Action Messages What is the purpose of the message? What do you want people to do?Hint:Link it to the goal of a specific campaign. Creative Solutions & InnovationsJuly 2012 | www.creative-si.com | 404.325.7031
  20. 20. Creating Messages to Create Action Reinforcement Messages: How do you keep people involved? Do your supporters carry your messages? What do you give them to do so? Do you have statistics, anecdotes, or sound bites? Creative Solutions & InnovationsJuly 2012 | www.creative-si.com | 404.325.7031
  21. 21. Identify your messengersWho is your best messenger? 1. 2. 3. Creative Solutions & InnovationsJuly 2012 | www.creative-si.com | 404.325.7031
  22. 22. Strategy & ActionCommunications Awareness Comprehension Conviction CommitmentMass 40% 10% 5% 5%Direct 40% 50% 20% 10%Small Group 10% 20% 35% 15%Person-to-Person 10% 20% 40% 70%•Awareness brings your nonprofit to the attention of anaudience•Comprehension develops an understanding of anorganization•Conviction matches individual interests to institutionalofferings•Commitment assists in the decision process July 2012 Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  23. 23. Types of Vehicles Online •Websites •search engines •online public relations [syndicated content, pod-casting, online magazines, blogs] •Paid advertising [banner ads, newsletters •Email marketing [e-newsletters, campaigns Creative Solutions & InnovationsJuly 2012 | www.creative-si.com | 404.325.7031
  24. 24. Social Media & Networking Facebook Twitter YouTube Flickr LinkedIn NPOdev&trade All Rights Reserved - http://www.npodev.org Creative Solutions & InnovationsJuly 2012 | www.creative-si.com | 404.325.7031
  25. 25. Creative Solutions & InnovationsOctober 16, 2008 | www.creative-si.com | 404.325.7031
  26. 26. Ethics and TransparencyHow do you make your clients feelsafe on your social networks? SM is about trust & trust must be earned. Once lost, trust is hard to recover. In SM, there may be no second chance to recover it ~Wayne Hurlbert, Social Media Marketing GPS - https://www.box.com/shared/0n18eeycl4
  27. 27. Invite Your Audiences To Your 3. Create The Awareness Party Stakeholders Strategies Tactics Banner Ad Signature Twitter Blog Website Enterprise A Integrated Marketing Model http://bloombergmarketing.blogs.com/
  28. 28. Traditional Public Relations Speaking at Conferences Press Releases Press Conferences Published Articles PSA Events [Fundraisers, Meet & Greet] Broadcast Programming Creative Solutions & InnovationsJuly 2012 | www.creative-si.com | 404.325.7031
  29. 29. Creative Solutions & InnovationsOctober 16, 2008 | www.creative-si.com | 404.325.7031
  30. 30. Communications Activities Tactics Timeline Assign key tasks Budget Evaluation Creative Solutions & InnovationsJuly 2012 | www.creative-si.com | 404.325.7031
  31. 31. Measuring Success Use anecdotal as well as quantifiable measurements Identify a mix of outputs and outcomes. Outputs are a measure of your efforts. Outcomes are the changes that occur. Build-in opportunities where you can identify what is/is not working. Creative Solutions & InnovationsJuly 2012 | www.creative-si.com | 404.325.7031
  32. 32. Reality Check Do you have enough resources? Are you finding ways to include key staff, volunteers, and leadership? Do you have buy-in from your chapter? What about national? Can you measure your success? Creative Solutions & InnovationsJuly 2012 | www.creative-si.com | 404.325.7031
  33. 33. Marketing NPOs: Getting Attention & Enhancing Your Reputation Deborah Spector Deborah@creative-si.com www.creative-si.com/blogJuly 2012 Creative Solutions & Innovations | www.creative-si.com | 404.325.7031

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