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Communications getting attention & enhancing your reputation

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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.

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 & Innovations July 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 & Innovations July 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 & Innovations July 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 & Innovations July 2012 | www.creative-si.com | 404.325.7031
  6. 6. Research Tools  Brainstorming sessions  SWOT Analysis  Audience Discovery Interviews  Focus groups Creative Solutions & Innovations July 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 & Innovations July 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 & Innovations July 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 & Innovations July 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 & Innovations July 2012 | www.creative-si.com | 404.325.7031
  11. 11. Your Mission Goes Here: Objectives: 1. 2. 3. Creative Solutions & Innovations July 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 & Innovations July 2012 | www.creative-si.com | 404.325.7031
  13. 13. Reaching Decision Makers Who are the people who can reach your decision makers and help achieve your objectives? 1. 2. 3. Creative Solutions & Innovations July 2012 | www.creative-si.com | 404.325.7031
  14. 14. Target Your Audiences Creative Solutions & Innovations October 16, 2008 | www.creative-si.com | 404.325.7031
  15. 15. Identify Your Target Audiences Clients Faith Community Former Clients Educators Advocates Health Care Providers Board members Business Owners Volunteers Targeted Media Donors Bloggers Foundations Twitter Influencers Local elected officials Partner Organizations Community leaders Sponsors Creative Solutions & Innovations July 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 & Innovations July 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 & Innovations July 2012 | www.creative-si.com | 404.325.7031
  18. 18. Creating Messages to Create Action Solution Messages And, the world would be a better place. . . What is the projected positive outcome? How would people’s lives be better? Creative Solutions & Innovations July 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 & Innovations July 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 & Innovations July 2012 | www.creative-si.com | 404.325.7031
  21. 21. Identify your messengers Who is your best messenger? 1. 2. 3. Creative Solutions & Innovations July 2012 | www.creative-si.com | 404.325.7031
  22. 22. Strategy & Action Communications Awareness Comprehension Conviction Commitment Mass 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 an audience •Comprehension develops an understanding of an organization •Conviction matches individual interests to institutional offerings •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 & Innovations July 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 & Innovations July 2012 | www.creative-si.com | 404.325.7031
  25. 25. Creative Solutions & Innovations October 16, 2008 | www.creative-si.com | 404.325.7031
  26. 26. Ethics and Transparency How do you make your clients feel safe 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 & Innovations July 2012 | www.creative-si.com | 404.325.7031
  29. 29. Creative Solutions & Innovations October 16, 2008 | www.creative-si.com | 404.325.7031
  30. 30. Communications Activities  Tactics  Timeline  Assign key tasks  Budget  Evaluation Creative Solutions & Innovations July 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 & Innovations July 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 & Innovations July 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/blog July 2012 Creative Solutions & Innovations | www.creative-si.com | 404.325.7031

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