VIBRANT PROMOTIONS Getting a compelling story out to audiences is key to the success of any project. For people to benefit from your efforts, they need to know about the opportunities and be moved to participate. Beyond the primary audiences, getting publicity on a state and national level can help bring more support and provide modeling for other initiatives too. Public Image Works takes a unique approach to PR that involves more than just the selling of products – instead, it includes the promotion of socially valuable ideas and action. By emphasizing a connection between marketing goals and value-based goals, you can create a comprehensive and meaningful campaign that gets the attention it deserves. The following tools can help you plan for Vibrant Promotions. We hope that they will help you tell reach your audiences effectively and move them to engage in your work.
Public Image Guide Template v.2 • p1 of 10 Questions? Call Social Impact Studios: 215-922-7303 ennis@socialimpactstudios.com or james@socialimpactstudios.com
•
Communications Calendar
•
Traditional Media & Public Relations
•
Grassroots Outreach
•
News & Social Media
•
Events & Unique Experiences
GETTING ATTENTION IN TODAY’S WORLD TIPS •
The field is crowded and there is more competition for attention
•
Promotion has moved beyond one-way delivery to predominantly interactive delivery
•
People expect to interact with Identity & Promotion on different levels and on their own terms
•
People decide to “buy” based on a perceived value to them
•
People value being valued
•
People like to be “in on” information
•
Word of mouth is still the best form of promotion, especially in social marketing where resources are limited and networking possibilities are many. Today, word of mouth isn’t strictly verbal. It comes in many forms.
STORYTELLING BASICS -
Use your Identity language in Promotional efforts
-
Identify your main Audience and develop stories that will catch their attention first
-
Be direct and straightforward with language
-
Find “universal themes” to help develop stories
-
Remember: Who, What, Where, When, Why & How
Public Image Guide Template v.2 • p2 of 10 Questions? Call Social Impact Studios: 215-922-7303 ennis@socialimpactstudios.com or james@socialimpactstudios.com
ONGOING REGULAR COMMUNICATIONS CHECKLIST Create a regular communications calendar for ongoing efforts with timelines and budgets. __ Annual Update - a report? an e-report? __ Other Regular Updates - Newsletters or other updates __ Website Updates __ e-News __ Fundraising Appeals __ Social Media Updates __ Face-to-Face Meetings __ Collateral Material, including giveaways and special items __ Specialty/Thought-Leader Promotion
Public Image Guide Template v.2 • p3 of 10 Questions? Call Social Impact Studios: 215-922-7303 ennis@socialimpactstudios.com or james@socialimpactstudios.com
SPECIAL PROMOTIONS CHECKLIST ACTIVITY TITLE: TIMEFRAME: DESCRIPTION: WHAT IS THE GOAL OF THIS ACTIVITY?: WHO IS THE POINT PERSON (PEOPLE)?: WHO IS THE MAIN AUDIENCE?: IDENTITY OVERLAPS: Can the current organizational Identity be used or is there a need for specific Identity for this particular effort? WHAT IS THE ACTION/OUTCOME DESIRED? WHAT IS THE MESSAGE?
Public Image Guide Template v.2 • p4 of 10 Questions? Call Social Impact Studios: 215-922-7303 ennis@socialimpactstudios.com or james@socialimpactstudios.com
PROMOTIONAL OUTLETS BRAINSTORM -Earned Media: (When others write about you in the press. You don’t have control over the outcome) Best Practices: 4-8 wks for long lead, 3-4 wks for local media, 4 wks for free listings. Print, TV, Radio, 2 wks for blogs and online magazines, include plan for “Thought Leader Profile.”
-Grassroots Engagement Best Practices: Distribute materials (posters/flyers/postcards/doorhangers), local group meetings, cross-over events
-Events Best Practices: Organizations hold at least one event a year, Campaigns at least quarterly
-One on One Communications Effective Outlets: Through regular publications, Meetings, Invitations, document through Power Map
-Strategic Placement Best Practices: Posters/flyers/postcards 4 wks prior to event, Advertising 2-4 wks ahead, Billboard/transit advertising, Cross marketing with others
-Merchandise/Giveaways Effective Outlets: Contests, wearables, giveaways that fit with the mission of the initiative
FORMATS: - Print - Virtual - Events - Word of Mouth COST FACTORS (Plan for the admin details of getting $ allocated, approved and payment timeframes) PHOTOGRAPHER NEEDED?: SCHEDULE: Public Image Guide Template v.2 • p5 of 10 Questions? Call Social Impact Studios: 215-922-7303 ennis@socialimpactstudios.com or james@socialimpactstudios.com
SOCIAL MEDIA STRATEGY & OUTLETS INVENTORY •
•
Social Media Characteristics o
2 Way Conversation
o
Interactive and Sharable
o
Virtual/Technology-based
Social Media Tips o
There is not one way to do Social Media. It’s more important to jump in and post stuff than it is to be so strategic that you miss opportunities to share bits of information in a timely manner.
o
Connect with people. It’s a SOCIAL medium.
o
Be conversational
o
Post unique, interesting and fun things that are relevant to your organization’s Mission, Work and Thought-Leader perspective.
Preparation: •
Review your Core Identity elements
•
Review your organization’s Priority Goals for the year or month or immediate needs
•
Ideally, your Social Media Strategy should be part of your overall Communication & Promotional Plan for the year. Be mindful of how the calendars overlap so you can make the most of your communication opportunities.
•
Review your Primary Audiences. These are also who you are trying to reach through Social Media. Pick Outlets that are meaningful and used by those audiences. Secondary Audiences and their preferred Outlets should be a lower priority if addressed at all.
Public Image Guide Template v.2 • p6 of 10 Questions? Call Social Impact Studios: 215-922-7303 ennis@socialimpactstudios.com or james@socialimpactstudios.com
Creating a Social Media Strategy •
What are your specific goals for using Social Media? o
Do you have any quantitative goals that you are trying to achieve? Why?
•
Include fundraising goals if you plan to try fundraising Outlets
Who is in charge of the Social Media Strategy? o
Who is allowed to post?
o
Who does the actual work with the different Outlets? Identify the best people for each Outlet. You can do this during the Outlet Review below.
•
What is your Voice? o
Social Media voice is best if it is coming from individuals and has a genuine feel to it. But, what are the overarching guidelines? Humorous, thought provoking, serious, authoritative, youthful?
•
Create a Social Media Policy o
What can’t you post?
o
Who should people ask if they are in doubt?
o
What is your policy for responding to comments about your organization in the world of Social Media?
o
How can people use their own personal Social Media Outlets to promote the organization? What shouldn’t they do? Brief people on their responsibilities.
•
Capacity & Frequency o
Plan to engage with whatever main Outlets you choose on a weekly basis
o
Which Outlets will be actively used and which ones will just be used for presence/listing? You can decide this during the Outlet Review below.
•
Outlet Review – See “Outlets Inventory” Worksheet o
•
Decide which Outlets you will use
Set Up Your Outlets o
Keep a list of access codes in a central location
o
Don’t spell out the words “User” or “Password” in e-mail or on lists Public Image Guide Template v.2 • p7 of 10 Questions? Call Social Impact Studios: 215-922-7303 ennis@socialimpactstudios.com or james@socialimpactstudios.com
•
•
Promote your Outlets o
Cross-promote within Outlets. Use Apps if available
o
“Share It” links on your website & e-news (see Social Impact Studios website interior pages)
o
E-mail signature
Tracking o
•
Decide how often you want to look at statistics
Jump in and post some cool stuff!
Public Image Guide Template v.2 • p8 of 10 Questions? Call Social Impact Studios: 215-922-7303 ennis@socialimpactstudios.com or james@socialimpactstudios.com
SOCIAL MEDIA OUTLETS INVENTORY
√/L
√ = Doing it
OUTLET
MAIN PURPOSE
PRIORITY PRACTICE
Scrapbook, Links, Photos, Videos
Create a PAGE not a Personal Profile
Frequent bits of information
Reciprocate by FOLLOWING others
Linked In
Professional Networking
Create a profile for the organization, not just people
YouTube
Videos
Set up a Channel
Flickr or Picassa
Photo Archives
Set up Galleries/Albums
Issuu
Self-Publishing
Tag what you publish
FourSquare
Place-Based
Claim your venue/set up
SCVNGR
Place-Based Challenge Game
Build off of existing platforms
Fundraising
Emphasize the urgency/time sensitive nature through all your comm outlets
Kickstarter
L = listing only
RESOURCES
Do you need this? Can you store photos on website galleries?
https://foursquare.com/business/merchants
Public Image Guide Template v.2 • p9 of 10 Questions? Call Social Impact Studios: 215-922-7303 ennis@socialimpactstudios.com or james@socialimpactstudios.com
Groupon
Fundraising/Special sales/Marketing
Market deals that YOU would want
Visual scrapbook bulletin board
Post visually interesting stuff!
Tumblr or Blogger
Blog tool
Post unique content
Wikipedia
Online profile
Have a few different people create and add to the profile
Google Maps
Place-Based
Claim your location
MeetUp
Bringing likeminded people together
Follow up with people after event
Is G-Team right for you? http://www.groupon.com/g-team
Public Image Guide Template v.2 • p10 of 10 Questions? Call Social Impact Studios: 215-922-7303 ennis@socialimpactstudios.com or james@socialimpactstudios.com