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Marketing & PR 101: How to Promote Your Organization or Program
Cherry Dumaual & Nara Sandberg, The Monday Campaigns
Welcome, thank you for joining!
Please type any questions you have using the Q&A feature and Cherry and Nara will address them at the end of their presentation.
If you are interested in joining the Healthy Food Choices in Schools Community of Practice or have any questions, please contact us at: [email protected]
Learning Objectives
❖Gain basic overview of
marketing & PR tools to
effectively reach target
audiences
❖Learn from case study that
leveraged PR & marketing
❖Apply learnings to how CoP
members can use marketing
& PR to promote their
programs
2
Marketing: Definition
❖ Strategic communications and promotions delivered in a mix of
forms: advertising, public relations, direct marketing, through
multiple online and offline channels, to promote/sell products or
services; acquire/retain customers
❖ Builds relationships between consumers and brands; create brand
personality compatible with the target. Marketing romances the
consumer to establish a long term commitment. Nothing molds
opinion like the third-party endorsement power of PR.
3
Public Relations (PR):
Definition
The business of inducing the public to
have understanding for and goodwill
towards a person, firm or institution. (Webster)
4
“If I was down to
my last dollar,
I’d spend it on PR.”
- Bill Gates
Goals of PR
❖Get target audience(s) to take action
❖Change, correct, enhance image of corporation,
brand or institution
❖Reach influencers who can have an impact on
your success
❖Encourage dialogue
5
Examples of PR Strategies
❖Projecting leadership position
❖Reaching out to influencers
❖Launching campaign to create
awareness; educate target
❖Building strategic partnerships --
Example: The Kids Cook Monday &
Healthy Food Choices in Schools
❖Cultivating strong media relations
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Working Effectively with
the Media
❖ Be forthcoming, clear, concise
❖ Think like a reporter; put yourself in
his/her shoes
❖Will your story resonate with viewers?
Will they care?
❖ Story new? Relates to trends?
❖ Have expert spokespersons readily
available for interviews? Spokesperson
clear on key messages? 7
Research/Know Target
Media
❖Know the medium – types of stories it covers
❖Know target audience
❖Know reporter’s beat
❖Know your media strategy, pitch angles
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Maintaining Social Media
Presence
❖ Identify your target audience
❖ Set SMART goals
(Specific, Measurable, Achievable, Relevant, Time-bound)
Ex: We will increase our Instagram following by 25% by the end of this
quarter.
❖ Show that you are human
❖ Build relationships with your followers
❖ Create an editorial calendar (with room to adjust)
❖ Focus on visuals
❖ Stay active
❖ Engage with what’s trending
❖ Utilize tools9
Social Media Examples
10
Key program components:
❖ Research to find challenges to campus foodservice
promoting MM➢ Conducted survey of foodservice operators to uncover challenges; best
practices
❖ Planning included outreach to influencers – sustainability
student groups who can persuade foodservice operators to
do MM; foodservice suppliers to offer product samples for
MM promotional events➢ Used survey to develop free MM implementation guide for colleges,
universities
❖ Trade, social media outreach pitching new MM
implementation guide11
Award-Winning PR & Marketing Case Study:
Getting Meatless Monday (MM) on
Campus Foodservice Menus
Key program components (cont’d):
❖Media training of MM spokespeople for conveying
messages
❖ Positioning of MM as leader in meat-reduction movement
for health and environment – Spoke, networked at
conferences; held webinars
❖ Active, ongoing marketing & PR activities: MM website,
newsletter, email campaigns, local and national media
pitching of MM story
❖ Success! MM PR & marketing plan exceeded the metrics
we established in the beginning of the campaign. Won
PRSA-NY Award!
12
Award-Winning PR & Marketing Case Study:
Getting Meatless Monday (MM) on
Campus Foodservice Menus-cont’d
13
MM Implementation Guide
Media Coverage
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MM Implementation Guide
Social Media
❖Determine target audience
❖Develop social media strategy
❖Create content promoting membership (i.e.,
Write blog post “5 reasons why you should join
CoP”) and post online (ex. On LinkedIn)
❖Engage with relevant groups – on social media,
in person presentations
❖Identify CoP ambassadors
15
Basic PR & Marketing Ideas
to Build CoP Membership
❖Identify ambassadors within CoP group
❖Create resources and tools for ambassadors to
spread the message, increase membership
❖Examples of tools: Talking points, “Swiss cheese”
press release, marketing materials
❖Encourage ambassadors to utilize their existing
networks to promote
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Identifying & Engaging CoP
Ambassadors
Cherry Dumaual
PR & Partnerships Director
The Monday Campaigns
212-991-1056
Nara Sandberg
Marketing & Partnerships Associate
The Monday Campaigns
212-991-1055
17
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