Download pptx - For Nonprofits: Marketing, PR, Social Media and Engagement...what's the difference and why does it matter to you?

Paul Clarke Nonprofit Resource CenterMarketing, PR, Social Media, Engagement…. What’s the difference and does it really matter to you?

May 20, 2014

Kevin Erb

Director of Public Relations and Social MediaA former editor and journalist, Kevin has a decade of experience in driving effective

corporate communications, public relations and social media efforts for a wide range of companies — and most importantly, getting measurable results. Ferguson clients rely on Kevin to analyze a strategic cross-section of media channels and tools and put his unique perspective to work for them. A native of Fort Wayne, Kevin is a graduate of Ball State University and is a passionate community supporter and volunteer.

Heather Schoegler, M.S.O.L.

Senior AssociateWith over 12 years experience in public relations and 10 years in the healthcare

industry, Heather applies her experience to design projects, community campaigns, and strategic planning. Most recently, she served as Director of Community Engagement for Parkview Health and was responsible for leading efforts related to corporate citizenship, strategy and public relations. She regularly speaks on social media and communications topics. Heather serves on several local non-profit boards, volunteers and cheers the community’s success. She holds a B.A. in Media and Public Communication, M.S. in Organizational Leadership and is a candidate for a Graduate Certificate in Public Health.

What We’ll Cover1. Doing more with less2. Thinking - and acting - strategically3. Defining your audience4. Defining your toolkit5. Building your arsenal6. Transforming audience in to advocates7. Empower your advocates8. Sharing some inspiration9. Answering your questions

PCNRC Marketing Seminar| May 20, 2014 ©MKM and Ferguson Advertising | 3


DOING MORE WITH LESS

“It’s not about what you do,

but how well you do it.”



“It’s not about what you do,

but how well you do it.”



• Social Media• Advertising • Public Relations• CSR• Donor Relations• Volunteer Relations 1



1


DOING MORE WITH LESSTHINK AND ACT STRATEGICALLY

• Who…is our audience

• What…are we trying to say

• Where…can we engage with them

• When…can we engage with them

• How…do we best say it

• Why…do we want to do this ?



AudienceObjectivesAssetsArmy



SMART GoalsSpecificMeasurableAttainableRealisticTime-Bound



SMART Goals

Communication Strategies

Tactics

mea

sure

measu

re


Consider mapping out your goals, strategies and tactics. By looking at them visually, you can easily identify gaps you need to further develop.

THINK AND ACT STRATEGICALLY

Tactics

Spreadsheet template via http://amysampleward.org/2011/01/20/diy-community-engagement-metrics/

http://amysampleward.org/2011/01/20/diy-community-engagement-metrics/



DEFINE YOUR AUDIENCE

DonorsVolunteersEmployeesBoard MembersGeneral Public



DemographicGeographicPsychographic

Audience Persona

WHY?



TargetingEfficiencyEffectivenessEngagement



“But isn’t everyone a potential donor?”





Spreadsheet template via http://amysampleward.org/2011/01/20/diy-community-engagement-metrics/

/





Marketing

Artist in Residence PROFILESDEFINE YOUR TOOLKIT


mar·ket·ingnoun \ˈmär-kə-tiŋ\: the activities that are involved in making people aware of a company's products, making sure that the products are available to be bought, etc.



mar·ket·ingnoun \ˈmär-kə-tiŋ\: “What”

verb \ˈmär-kə-tiŋ\: “Selling”



Public Relations



pub·lic re·la·tionsnoun: the business of inducing the public to have understanding for and goodwill toward a person, firm, or institution; also : the degree of understanding and goodwill achieved.



pub·lic re·la·tionsnoun: “What.” also: Awareness building.



Social Media



so·cial me·dianoun: forms of electronic communication (as Web sites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (as videos)



so·cial me·dianoun: “Where;” a conversation. Today’s online version of deli counter or water cooler.



Engagement



en·gage·mentnoun : emotional involvement or commitment <seesaws between obsessive engagement and ambiguous detachment — Gary Taylor> [Engaging = tending to draw favorable attention or interest]



en·gage·mentverb : “How”; Building Relationships. Creating investors and advocates. Encouraging trust and linking arms, while raising awareness and visibility. How a consumer is interacting with your brand.



en·gage·mentverb : “Process of building relationships with community members who will work side-by-side with you as an ongoing partner, in any and every way imaginable, building an army of support for your mission, with the end goal of making the community a better place to live.” - Community Driven Institute.



BUILDING YOUR ARSENAL

?



3Cs



CultivationCreationCuration3C

s



Cultivation

Marketing CollateralWebsiteAnnual ReportPhotos & VideosStories



Creation

StoriesEventsCase Studies/Testimonials



Curation

Current Events/Local NewsTrade JournalsIndustry ExpertsBloggers/WebsitesE-Newsletters



CON

TEN

T ST

RATE

GY

Content InventoryEditorial CalendarContent Opportunities



Presentation

White Paper

Blog Post

E-Blast

Social Media1=5



Tradeshow

- Brochures- Business Cards

- Portfolio List



Tradeshow

Direct Mail

Targeted Email



Tradeshow

- Client Testimonials

- Visual Portfolio- Ltd Promo Item

Direct Mail

- Call-to-Action- Ltd Promo Item

Targeted Email

- Attendees- Booth Visitors

- Preso Attendees


Meet Them Where They Are

Speak Their Language

Celebrate Them

Artist in Residence PROFILESTRANSFORMING AUDIENCE TO ADVOCATES


BUILDING YOUR AUDIENCE

HoursLocationPhysical SpaceCustomer ServiceEvents

BUILDING AUDIENCE TO ADVOCATESTRANSFORMING AUDIENCE TO ADVOCATES

“What’s in it for me?”


DEFINE YOUR AUDIENCEBUILDING YOUR AUDIENCEBUILDING AUDIENCE TO ADVOCATESTRANSFORMING AUDIENCE TO ADVOCATES



Image via http://communityorganizer20.com/2012/05/18/why-the-pata-facebook-metric-works-the-return-on-engagement-of-community-commitment/

TRANSFORMING AUDIENCE TO ADVOCATES

http://communityorganizer20.com/2012/05/18/why-the-pata-facebook-metric-works-the-return-on-engagement-of-community-commitment/





SizeDoes

NOT Fit All1




SMART Goals

Communication Strategies

Tactics

mea

sure

measu

re



Donor Retention




Meaningful Relationships



ENGAGING YOUR AUDIENCE

Prospects

DonorsAdvocat

es

EMPOWER YOUR ADVOCATES


Campaign

Marketing Cancer Service’s Prostate Cancer Awareness

Public Relations Kroger Community Engagement Report

Social Media Indiana Blood Center Facebook Contest

Engagement #LetsGiveAllenCounty

SHARING SOME INSPIRATION


CANCER SERVICES OF NORTHEAST INDIANA


KROGER COMMUNITY ENGAGEMENT REPORT


INDIANA BLOOD CENTER


LET’S GIVE ALLEN COUNTY
















Campaign

Marketing Cancer Service’s Prostate Cancer Awareness

Public Relations Kroger Community Engagement Report

Social Media Indiana Blood Center Facebook Contest

Engagement #LetsGiveAllenCounty

SHARING SOME INSPIRATION

Thank you. PCNRC Marketing Seminar| May 20, 2014 ©MKM and Ferguson Advertising | 65

Kevin Erb

[email protected] 260-426-4401

Heather Schoegler, M.S.O.L.

[email protected]@HSchoegler


mailto:[email protected]

mailto:[email protected]