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Communications, Marketing & Development Jon DeVries | Mar. 4, 2011
Collins Circa 2007
High quality people, programs and products
Strong track record
Need to boost: - visibility in marketplace - brand awareness and consistency - communications - fund-raising
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Developing Collins Central
Create a formal communications, marketing and development division to help meet the needs of the Collins Center and its programs
Hire cross-functional professionals to provide best info of highest integrity
Fill gaps/needs in key areas: communications, marketing, development and web support
Executed plan and hired staff: 1Q 2010
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Mission of Collins Central
Support needs of the Collins Center as an entity
Support individual needs of programs and projects statewide
Support the program needs of the division itself
Blend of ‘service’ functions and program
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Meet the Team
Director of News & Information Services: Tom Arthur
Director of Marketing: Robin Lankton
Director of Online Strategy: Dan Bevarly
Director of Development: John Annis
Director of Policy Outreach: David Boyd
Tallahassee Communications Manager: Tracey Lowe
Assistant Director of News & Information Services: Phuong Cotey
Senior Multimedia Designer: Scott McCreedy
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Experienced, professional
Experienced, media savvy staff
Multimedia orientation
Readership focused
Professional editing, design skills
Informationalist approach — journalism + academia + public policy
Web 2.0 infused
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News & Information
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Communication Projects
Research and reports (print and pdfs)
Debatables on related topics (story, guide, update, links)
Newsletters (print and e-newsletters)
Newspaper tabs
Survey, polls, other interactivity
Videos/graphics
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Oil & Gas Report
Fact-based, objective Q & A
Journalist + Ph.D. + Advisory Council
Robust online presence
Presented to state Legislature
“The report…lowered the temperature in the debate and drew praise from all sides for its fairness.” — Florida Trend, Jan. 2011
Tracking the Amendments
Objective, nonpartisan explainers
Track the “latest” via update
Rich resources and links
Multimedia
Interactive
Spanish/Creole
NIE tab
Includes history and primer of state Constitution
A guide to Florida’s immigration debate
Uses same debatables approach
Responds to emerging information need of democracy
Wades through rhetoric/noise
Wide, positive response already (launched Mar. 1)
Strategic launch date
Enhanced targeted outreach
Spanish version in development
Marketing
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Marketing Toolkit
Brand strategy
Marketing plans: planning to production to outreach
Press releases and public relations
Complete print and online design services
Multimedia (videos, infographics, podcasts)
Webinars and podcasts
Advertising campaigns (print, online, outdoor, direct mail, radio, television)
Presentations
Events, conferences and sponsorships
Collateral materials and signage
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Online Strategies
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Why online strategy?
• Help build our initiative or message
• Expand audience and participation
• Increase speed and impact to deliver content and to receive
feedback
• Inform and educate in an objective and fact-based manner
• Support conventional methods of outreach, communication
and information
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Why online strategy?
• Promote informed decision making
• Engage with people to communicate and share information
• Collins Virtual Leadership
• Fund-raising and contributions
• Connect to potential partners and build relationships
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The Plan for Online Strategies
Project or Message
Online Strategies
Conventional Methods
Stakeholders
Informed Decisions Options Consensus* Collaboration Engagement Education
Meetings
Lobbying
Advertising
Phone Calls
Networking
Group collaboration with document and file sharing for international physicians’ group around health topics and events
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International Society of Men’s Health
Sustainable Florida Best Practice Awards
Group collaboration
Online submission
Online judging
Event registration
Payment processing
100% paperless
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Smart Justice Coalition Group
Collaborate with people from the private and public sectors on issues and ideas for reform and equity
Engagement tools: forums, surveys and blogs
Live streamed conference
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Policy Outreach
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Building Network of Spectators, Fans and Champions
Public, private, nonprofit sectors
Distribution channels
Inform and engage
Relationship development
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Strengthening Infrastructure and Process
Large scale, organized contract lists
Broader reach: state > county > local
Email, direct mail, web, social media, blogs, traditional media
Business community partner networks
Roles – issues educator, content provider, speakers, facilitators, research partners
Targeted follow-ups
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Examples
Amendments
Health Care Reform
Immigration
Smart Justice
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Development
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Development and fundraising
Blackbaud – Raiser’s Edge (fundraising and donor management)
One to One Group (direct mail)
Site Visits and deep dives with program directors (eyes on target)
Foundation Center (RFPs and research)
Chronicle of Philanthropy (scanning for opportunities)
Grants.gov
United Way and partner agencies
Events/speaking engagements
Page 30
Case Study:
2010 Florida Amendments Marketing Results
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The voters spoke: great information, great service, unbiased and educational
Sept. 5 – Nov. 5 Web site traffic soared • 52,943 visitors • 177,965 page views • 3:52 Time spent on site • 2.75 average pageviews
- Majority of traffic was for amendments
Site is rich in content: refreshed daily
Site content: • View and debate amendments • Multimedia videos • Florida Constitution • Survey: 2,239 participated • Blogs • Resources and references • Election Day: before, on and after • Comprehensive list of news and opinions • Sites were built in English, Spanish and Haitian/Creole
SEO and SEM drives visitor traffic
SEO marketing • Tagged all pages • Developed rich content • #1 in organic Google search for Florida Amendments and 2010 Florida Amendments
SEM marketing • Google Text ads • Web ads on PolitiFact, tampabay.com and other sites using PSAs
Partnered with Pulitzer Prize winning web site: Politifact Florida
• Sponsored Amendment page
• Print ads in the St. Pete Times
• Web ads on TampaBay.com
• Drove traffic to our web site
Reaching students through Newspapers in Education
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• 196,000 copies
• Taught in high school civics class around the state
• 3,500 additional copies were handed out at political forums, chambers and supervisors of election offices
Quiz: iPad was given away to one lucky student
• Multimedia online quiz – drove students to Web site
• 211 students participated
• 55 students got them all correct
Making a difference in voters’ lives
More than 75 phones calls were answered by Tom Arthur, Director of News and Information
David Boyd and Dr. Frank Alcock participated in 10 political forums including: - Sarasota Tiger Bay - Okeechobee Political Forum (radio) - The Village Square, Tallahassee - Tampa Bay Partnership
Televised presentations: - Institute for Public Policy & Leadership - Florida Cabinet Debate, Vero Beach - WGCU, Fort Myers
Media organizations cited the web site and referenced the Collins Center
Newspaper recommendations/reprint of web site content including: - St. Petersburg Times - Gainesville Sun - tbo.com (Tampa Tribune) - South Florida Sun-Sentinel - My Trinity Florida - Broward/Palm Beach New Times - Sarasota Herald-Tribune - Bradenton.com (Bradenton Herald) - St. Augustine.com - Jacksonville.com (Times-Union) - Tallahassee Democrat - Florida Tribune - Highlands Today - Foster Folly News: Washington County - Tampa Bay Business Journal - The News Chief (Polk County)
Supervisors of Elections recommended our site to voters with questions
Links were provided to voters from: • Duval County • Pinellas County • Leon County • Collier County • Indian River County • Okeechobee County
Organizations throughout the state recommended the Collins Center’s web site
• Florida Association of Counties – Election Guide
• Florida League of Women Voters
• Florida League of Cities
• Florida TaxWatch
• Government 2.0 in Action: The Lab
Elected officials posted links to site
Senator Dan Gelber
Senator Nan Rich
Rep. Michelle Rehwinkel Vasilinda – District 9
Email marketing and Press Releases: cost effective and works
Two email campaigns were sent: August and October Sent: 22,444 Opened: 3,201 – 18% Click-throughs: 809 – 26%
Two press releases were sent through PRNewswire 1,293 views Helped drive traffic to the site from the press and public
Something to talk about
Friends helped spread the word using social media to let others know about FLAmendments.org
27,505 viewers watch our YouTube videos
On the Horizon
Launch of Our Florida. Our Future. web site and new civic infrastructure
Stimulus Spending in Florida: Lessons for Metropolitan Transportation Planning
Election reform
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To Our Namesake
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A Salute to the Admiral
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