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Community is important. This presentation breaks down how integrated marketing can extend your organization's community past the building doors. By building and integrating a strong online presence, you get and stay connected with your audience.
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Pulling it Together with Integrated Marketing
Presented by
Jaguar Data Systems, Inc.
Overview
Challenges Opportunity What is Integrated Marketing? The Pieces of the Puzzle Social Media – The Glue Integrating it all Together Questions
The Challenges Today
Economy Tighter budgets, less donations, lower event
participation Speed of Information
How do you stay relevant & keep up with community needs?
Emotional Audience Members need to feel a sense of trust in order to
participate in organizations, churches, etc.
Opportunity
Take advantage of a good opportunity to: Get creative Explore new markets Integrate your marketing efforts Word of Mouth
Traditional Online Social Media
So What is Integrated Marketing?
Define: Integrated Marketing
“A term used to describe a holistic approach to marketing communication. It aims to ensure consistency of message and the complementary use of media… includes online and offline marketing channels”
What it REALLY is…
Marriage of New & Old Techniques
Integrated Marketing – The Pieces of the Puzzle
Market Analysis
Media Creation
& Branding
E-Mail Marketing
Target Market & Feedback
Direct Mail & Print
Social Media Integration
Analysis – Know your Targets
Knowing your audience is still the Golden Rule
1. Research – What’s working now? What’s not?
2. Identify New Targets Who else can you reach out to?
3. “Big Ears” Concept - Listening to what people are saying about you
and your community.
Branding
Clarity and Consistency is Key
Messaging Communicate who you are and what you offer.
Spokesperson The “face” or “voice” of the company for
audience to relate to. Company Policy
Outlines who & how people can communicate your message.
Direct your message…
Direct Marketing WORKS - Delivers your message straight into the hands of your customer
Online – Email Offline – Direct Mail & Print
*NOTE: Include mention of online presence in print to drive traffic
Don’t forget:
Measure Your Success
You won’t know what you’re doing, unless you measure it.
Reporting Ask questions – surveys Engagement
Social MediaThe Glue that Pulls it All Together
What is Social Media?
It’s a CONVERSATION that is happening RIGHT NOW.
New way of doing an old thing Word of Mouth
Dialogue not Monologue A steady stream of information for:
Research Feedback Relationship & Community
Building
Did you know?
3 out of 4 Americans Use Social Technology
- Forrester, The Growth of Social Technology Adoption 2008
So What is Social Media’s role?
Applications for Your Organization
Education Share News/PR Loyalty- building Trust/Branding Thought-leadership Fundraising Awareness-
building Marketing Research
The Goal is to Influence the Conversation NOT Control it
Engagement
is a TWO way street.
Integrating Social Media
Give your members the opportunity to engage and learn more about who you are. Add your social media links to:
Email campaigns Business cards Website Print Collateral
What NEXT?
People Are Searching for Info RIGHT NOW…
Your Online Community
1. Website – Be a destination Include Links to additional info sources Educate your members on what’s new Organize events & news Add multimedia elements (video, podcasts,
pictures, etc) User friendly interface
Your Online Community
2. Social Media – Engage your audience
Establish your online brand w/ Facebook, Twitter, YouTube, etc.
Share insight on regular basis Link to website & additional info Encourage real-life action (call-to-action) such
as attending events, donating money, sharing info, etc.
Integration
Get the Word Out
3. Email Marketing Integration
Get the Word Out
Leave-behinds (verse cards, daily tip sheets, notepads, labels, calendars, etc)
Call-to-actions Encourage members to do something with print materials (bring coupon in, share postcards, sell tickets, give donation, etc)
Stand out! Creative designs & clear messages distinguish print & direct mail pieces.
4. Direct & Print Marketing Integration
Questions?
