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August 14, 2012
BBYO Marketing and Community OutreachBranding, marketing plans and optimizing social media
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Branding Update: New Logo
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Divisional Logos
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Logo Parameters
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Regional Usage
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Color Variations
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What NOT to do
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Look & Feel of Brand
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Polygon 101
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Icons and Imagery
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Using our Brand
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Using our Brand
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Using our Brand – Gold Coast Region
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Using our Brand – Michigan Region
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Using our Brand – Rocky Mountain Region
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Using our Brand – Templates
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Marketing Department FY12 Metrics
MARKETING MEASURES Current Year Current Year Previous Year
Month Year to Date Month
Total Website Visits 24,080 423,474 18,178
Unique Visitors 14,111 166,174 10,611
Pageviews 60,267 1,004,328 41,535
Article Placements 29 635 33Number of High Quality Placements 19 312 15
# of Impressions 1,092,795 93,289,156 8,339,904
Media Value $209,557 $4,024,900 $316,745
New Likes on Facebook 122 1,925 109Number of Interactions on Facebook 482,738 3,891,168 120,946
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Web Traffic
METRICSPageviews and Unique visitors to website goal over previous yearFacebook new likes / engaged / Total Reach versus goalE-news open rates / clicks segmented by regional / FAN / Advisor goal over previous yearTotal placements, impressions and media value percent increase goal over previous year Total Involvement actual versus goal (SHARED w/ Program and Hubs)Immersive registration versus goal (SHARED w/ Program and Hubs)Total dollars raised versus goal (SHARED w/ Development)
Activities and Indicators:Activities should include 4 to 8 of the most important things that each department intends to do over the course of the fiscal year to meet strategic plan tactics and/or maximize organizational performance. Select three to five indicators for each activity. Indicators should be the key things that determine progress toward the implementation of the activity. If applicable, reference the Strategic Plan Key Tactic that is being addressed by the activity or another department that shares the activity.
1. Elevate Teen Voice and AgendaLaunch AZA/BBG WebsiteTransition Shofar and Keeping PACE blogs into AZA/BBG WebsiteTeen media placements (Fresh Ink, etc.)Regional board updates through regional websitesGalvanize advisor network to share stories and successes as they occur
2. Continue to Build BBYO Master Brand with Divisions (Key Tactic # 4,7)Produce BBYO Parent brochureDevelop additional BBYO Connect collateralLaunch Gap Year Launch new FAN siteProduce BBYO Panim/Service and Advocacy video
3. Provide Support for Development through Targeted Segmentation and Messaging (Key Tactic #6)Build out all print collateral from Levine recommendationsEnhance web donor portal and FAN siteDevelop Planned Giving program resourcesUtilize new donor data inSoftrek for key donor segmentation
Goal Stretch Goal YTD
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METRICSPageviews and Unique visitors to website goal over previous yearFacebook new likes / engaged / Total Reach versus goalE-news open rates / clicks segmented by regional / FAN / Advisor goal over previous yearTotal placements, impressions and media value percent increase goal over previous year Total Involvement actual versus goal (SHARED w/ Program and Hubs)Immersive registration versus goal (SHARED w/ Program and Hubs)Total dollars raised versus goal (SHARED w/ Development)
Activities and Indicators:Activities should include 4 to 8 of the most important things that each department intends to do over the course of the fiscal year to meet strategic plan tactics and/or maximize organizational performance. Select three to five indicators for each activity. Indicators should be the key things that determine progress toward the implementation of the activity. If applicable, reference the Strategic Plan Key Tactic that is being addressed by the activity or another department that shares the activity.
4. Enhance Website to Understand/Increase Conversion in Program Registration, Membership and Donations Implement usability testing for increased functionality and user navigationEnsure the web donor portal and FAN site are performing based on proposed changesReview regional websites for performance/content upgradesTrack traffic from AZA/BBG Website for program registration and membershipTrack traffic after development/summer program/Connect recruitment campaignsTrack number of donations that come in through various portals
5. Leverage Social Media as Primary Outlet for Leading our External Communications and Engaging our AudiencesDevelop social media strategy in tandem with communications calendar with greater emphasis as a leading tool. Develop strategies to grow followers and engagementTrack individual campaign results tied to behaviorsMove Twitter metric to “Influencer”
6. Elevate Media Relations Campaigns around Key Bench MarksWork closely with Program/Field to identify media potential programsIdentify geographic areas struggling to grow and elevate BBYO’s recognition in those communitiesIdentify non-traditional press such as blogs, magazines and television shows to targetIncrease annual impressions, media value and total placements
Goal Stretch Goal YTD
August 14, 2012
Marketing Plan 101Combining Resources and Programming Into One Marketing Strategy
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© BBYO 2011September 08, 2011
What Currently Exists for BBYO Marketing
• Template letters/emails throughout year• BBYO Brand Toolkit CD (with template flyers)• Press release templates for major events• Arcos Template for emails• Regional eNewsletter templates every month• Web to Print system for BBYO materials (including red/blue books, pins, stationery, ,etc.)• Ad design help
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© BBYO 2011September 08, 2011
• Relationships Matter. Need to build relationships with parents and teens. This is sales, not just marketing. Empower them to become your sales force.
• Have “connector” parents and teens forward emails to their friends.
• Build buzz in your community by sharing press releases and posting BBYO events in calendar listings.
• Integration is key. Market Connect/AZA/BBG/Summer throughout an integrated strategy. Don’t build silos on parent information nights, on flyers, etc.
Beyond Materials: Marketing 2.0
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© BBYO 2011September 08, 2011
Marketing Plan Step by Step
• At least a month before calendar kicks off:– Send out parent welcome letter and calendar – Contact local synagogues and other partnering agencies
and let them know about your events and how you can work together
– Put flyers up in local day schools, teen/Jewish hot spots– Send out separate email promotion based on
communications calendar; include in Regional eNewsletter– Update Regional website
• Three weeks before each event:– Have AZA/BBG teens call every teen that attended prior
event and encourage to come to next event– Staff call connector parents and invite them personally– Begin promoting via social media
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© BBYO 2011September 08, 2011
Marketing Plan Continued
• Two weeks before each event:– Submit press release on past event and include information
on upcoming event• At the event:
– Have a separate sheet for parents to fill out names of other parents who may be interested in learning more
– Pass out flyers for next event• After the event:
– Follow up with individual attendees personally inviting them to the next event.
– Considering offering a discount if they bring a friend to the next event that has never come to something before.
– If a teen doesn’t show up for the next event, call and let them know they were missed.
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Social Media for BBYO Professionals
• Social Media Through Two Lenses• Professionally Social• Cautionary Tales from the Big Leagues• Personally Social• BBYO-lebrities
Looking at Social Media Through two Lenses: Personal/Professional
• News Source and a Gossip Source
• Opportunity to share and over share
• Platform for exciting ideas, platform for exaggeration
• Platform for greatness… or downfall
Best Practices for BBYO Employees’ Professional Use of Social Media
Get Started• Claim your space• Set up, or correct existing page, to align with brand and social media guidelines• Check out your personal profile, make sure it is all kosher.
Best Practices: Using Social Media as a Professional in BBYO Affiliated Social Media Spaces
• Be Transparent: Identify yourself and your role at BBYO, transparency builds credibility.
• Be Non-Partisan: If you disagree with a program, campaign, or BBYO affiliations discuss your concerns privately with your colleagues, not publicly. If you’re not sure about BBYO’s positions, ask or don’t comment.
• Be Responsible: You’re on the record, especially when posting from an official account.
• Be Thoughtful: Do nothing that would risk the privacy or safety of others. • Be Gracious: When you make a mistake, correct it. • Be Responsive: Social media is a dialogue.
Cautionary Tales from the Big Leagues: @RedCross
• A Red Cross staff person accidentally tweeted something meant for a personal account, to the Red Cross.
• That Tweet, out for about an hour, did not go unnoticed by Twitter followers. Wendy Harman, Social Media Director, woke up in the middle of the night with a call from a staff person in Chicago regarding THE Tweet.
• Thinking quickly, they deleted the tweet, and replacing it with the one above.• While it was out, DogFish Beer acknowledged the Tweet by asking fans to donate to Red Cross on
Twitter. • Given the response from its network (and DogFish Beer), the Red Cross turned this mistake into a
fundraiser. They again thanked their fans for their understanding that a 130 year old humanitarian organization is made up of humans and helping them turn their faux pas into something good. Using humor again, here’s their fundraising pitch:
Please join Dogfish Head Craft Brewery in raising money for the American Red Cross. If you’re interested in donating a pint, please click here to learn more about Red Cross blood drives. Note: Alcohol can often make you more dehydrated. Dogfish Head recommends not drinking immediately before or after donating!
• The mistake turned into a fundraiser also attracted a lot of attention and traffic to their site. The hashtag #gettingslizzerd, trended on Twitter.
Best Practices for BBYO Employees’ Personal Use of Social Media
Expect people to see you as a representative of BBYO, especially if you discuss mission related issues or your work. • Be Smart: You are personally responsible for any content that you publish on social
media platforms, so use good judgment. • Respect Copyrights & Confidentiality: Only post things you have permission to post. • Be Transparent: When sharing non-proprietary, non-confidential BBYO-related
messages, make clear that you are an employee of BBYO. • Be a Responsible Advocate: You may share information or your personal opinions
about political campaigns; however, you must be careful to avoid any type of attribution to BBYO.
• Be Accurate: Even though you may be expressing a personal opinion, do your research and source your information.
• Be Generous: Social media is, at its base, social. Share, connect, and provide links to interesting things going on, both at BBYO and beyond.
When in doubt, don’t push send. On the Internet, everything lasts forever. If you have questions, consult your manager, the Marketing Department or Human Resources.
February 2011
When you are on Twitter or Facebook as an BBYO staff person you are tweeting on behalf of BBYO, as an ambassador of the organization.
Like a teacher, politician, celebrity, athlete, as a staff person your personal tweets are now public tweets. Supporters and members of BBYO may already be following your existing personal accounts, and to them you are now a “public figure”.
Congrats! You’re kind of, like, a celebrity…
May 2012July 2010 September 2011
