Communications getting attention & enhancing your reputation

Creative Solutions & Innovations | www.creative-si.com | 404.325.7031

Marketing NPOs:Getting Attention

& EnhancingYour Reputation

CommunicationsPresented by: Deborah Spector

[email protected]/blog

July 2012

mailto:[email protected]

http://www.creative-si.com/blog

July 2012Creative Solutions & Innovations

| www.creative-si.com | 404.325.7031

“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



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.



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.



Step I - Research

Why do research?– Sets foundation for all

communications– Provides audience insights– Uncovers opportunities, threats,

etc.– Analyzes direction, position,

messages

Research Tools

Brainstorming sessionsSWOT AnalysisAudience Discovery InterviewsFocus groups



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 pointsJuly 2012




Getting Started

Goal and objectivesSelect Target AudienceMessages and Credible

MessengersTactics, timelines, assignments and

budgetsMeasurement of Success



Your goal is your vision for change

How does your organization plan to change the world?

1.2.3.



Objectives are the concrete steps

taken to reach your goalObjectives must be:

SpecificMeasurableAttainableRealistic

Time-bound



Your Mission Goes Here:

Objectives:

1.

2.

3.



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.



Reaching Decision Makers

Who are the people who can reach your decision makers and help achieve your objectives?

1.2.3.

Target Your Audiences

October 16, 2008Creative Solutions & Innovations




Identify Your Target Audiences

Clients Faith CommunityFormer Clients EducatorsAdvocates Health Care ProvidersBoard members Business OwnersVolunteers Targeted MediaDonors BloggersFoundations Twitter InfluencersLocal elected officials Partner

OrganizationsCommunity leaders Sponsors



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.



Creating Messages to Create Action

Threshold MessagesWhat 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?




Solution MessagesAnd, the world would be a better place. . .What is the projected positive outcome? How would people’s lives be better?




Action MessagesWhat is the purpose of the

message? What do you want people to do?Hint:Link it to the goal of a specific

campaign.




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?



Identify your messengers

Who is your best messenger?

1.2.3.



Strategy & ActionCommunications 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*Adopted from the Barton-Gillet Company

Types of VehiclesOnline



• Websites• search engines• online public relations [syndicated

content, pod-casting, online magazines, blogs]

• Paid advertising [banner ads, newsletters

• Email marketing [e-newsletters, campaigns

Social Media & Networking



FacebookTwitter

YouTubeFlickr

LinkedInNPOdev&trade All Rights Reserved - http://www.npodev.org



Ethics and Transparency

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

How do you make your clients feel safe on your social networks?

https://www.box.com/shared/0n18eeycl4

https://www.box.com/shared/0n18eeycl4

Advertising

Up Dat

es

Social

Med

ia

Stakeholders

WebsiteBlogTwitterBanner Ad

Strategies

Tactics

Enterprise

A Integrated Marketing Model

3. Create The Awareness

Signature

Invite Your Audiences To Your Party

http://bloombergmarketing.blogs.com/

http://bloombergmarketing.blogs.com/

Traditional Public Relations



Speaking at ConferencesPress ReleasesPress ConferencesPublished ArticlesPSAEvents [Fundraisers, Meet & Greet]Broadcast Programming





Communications Activities

TacticsTimelineAssign key tasksBudgetEvaluation



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.



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?


July 2012

Marketing NPOs:Getting Attention

& EnhancingYour Reputation

Deborah [email protected] www.creative-si.com/blog

mailto:[email protected]

http://www.creative-si.com/blog