PHP MARKETING/PR REVIEW2/8/2011

Presented by Robin Frank

Messaging and Positioning

New Tagline Building Bright Futures for Children with Special

Needs New Elevator Pitch

Parents Helping Parents is a parent-directed non-profit resource center offering educational programs, health related services, and support networks for children and adults with special needs. PHP empowers families to become effective advocates and helps both children and adults with special needs reach their full potential and find their valuable place in society

Rollout thru PHP - done Rollout thru collateral?

Top Benefits – what are the top 3? Parent to parent contact /support, relevant information High quality trainings, peers to ease the sense of isolation, One stop shop for a wide variety of resources Language and cultural competency/sensitivity, Parents who “get it” who have “been there”, Programs for parents, sibs, grandparents, the entire family, Understanding and support at all levels of contact, drop-in

center in a welcoming warm environment, care and attention through the lifespan

Continuous operation in Silicon Valley 35 years, Staff are knowledgeable and most are parents themselves,

we have experience in the trenches, Hope for the future seeing other parents who are doing well Specific information as well as practical support, expert

trainings and quality resources

PR Strategy: Overall Goals

Gain awareness in greater SF Bay Area Educate potential donors about the

challenges that families of children/adults with special needs face and how exactly these families are helped by the services PHP provides

Communicate values/mission of PHP, and differentiate PHP from other/similar organizations

Increase attendance at events

How?

Press Kit Press releases – regular schedule – free

pr.com, prweb.com, prleap,com (social media release), etc.

Outreach - Media target list Create program of outreach, and tracking

spreadsheet Newsletter signup – in all outreach, on

homepage Social Media Tuneup Speaking/awards lists

Press Kit

Fact sheet – done Mgmt/Board Bios – done Messaging and Elevator Pitch – done Review FAQ - done Elevator Pitch for 3 divisions Itech - Janet, Education - Jane,

Family Services – Trudy will send – add supporting points Article pitches - 4 ideas

Top 5 ways PHP can help you – Joan? Myths about parenting a child with special needs – Trudy How to help a family with a special needs child – Joan? iTech low cost/no cost – Top 10 Freebies for kids ? Its their life – topics on life with disabilities – publications and

Press Kit

Press releases United Way – completed but no release yet Which one next?

Itech Center – partnerships New board members (mary ellen/carol) Awards – Joanne SC county Pscyh - is this an award?

Tips for working with PHP – writeup? You have a diagnosis or suspicion of diagnosis Come to a support group meeting Call or email and we will contact you by the next business day Attend a training - click here for lists -need this link Come to the library – online or in person – before you buy

books Become a member Make a donation

Press Kit

Customer anecdotes/stories – who should I work with on this?

“I have long felt that there was some county or state or non-profit help for my son, but it was “over there”, on the other side of a wall, and we just didn’t know how to scale the wall or unlock the door. Parents Helping Parents was the key. Your guidance and support have helped us immeasurably. What an asset to Santa Clara County and the Bay Area!” Action: gather more of these Stories – we have them

Press Kit

Photos Training session photo Mom/child Library Itech center Logo

Articles - To be included to outreach of local professional orgs Joanna – 800 words CCS – Trudy Yahoo’s accessibility blog

Press section of website In the news Press Kit

photos Press Releases

Target Media List

Create target list Local and national editors and publications that

cover special needs - professionals, and families Local and national editors that cover families Mom/Parent Blogs

Create a program of regular outreach to local parent groups (Mothers' Clubs, Dads' Clubs, & Parent Support Groups Santa Clara County) and local parent publications (dandelion, etc.) Develop pitches, schedule, and tracking mechanisms

Create awards list Develop abstracts for select awards opportunities.

PR Strategy: Local Professionals Develop outreach and information materials

available for local professionals that work with PHP children and families, hospitals Includes pediatricians, speech therapists,

occupational therapists, physical therapists, social workers, special education advocates and attorneys, direct service providers for children and adults with disabilities, teachers and other education professionals and paraprofessionals

Define collateral pieces Create short articles that might be included in

professional newsletters or other materials/websites, etc.

PR Strategy: Community Events Community Events

Develop target list Health fairs High school sport events: The West Bay Athletic

League; Santa Clara Youth Soccer League and Santa Clara Sporting Club; Local Baseball Leagues for youth within San Jose area

Community events: Wee Me Arts Day for Young Children & Their Families; Take Flight for Kids

World and national days International Day of People with Disability on

December 3rd; World Autism Awareness Day on April 2nd

Top Programs

Highlight the top services/programs in outreach (and website) Joanna: IEP trainings (Eng, Span, Viet) Sharing the Journey

Workshop, Support groups for a wide range of disability/language/geographic; Parent 2 Parent peer counseling & direction, Integrated Playgroup, Sibling program, Parent /Prof. Collaboration workshops, LD Simulation, Assistive Technology Consultation& Training, Intimacy & relationship training for young people with DD.

Nancy: Family support services from expert peers, support and information groups focusing on a specific condition, culture or other demographic, training on special education rights and educational advocacy, CIRCLES social skills training for youth with developmental disabilities and autism, Sharing the Journey series to educate and support families with a new diagnosis, iTECH assistive technology demonstration and information center, special needs lending library

Online Fundraising

Fundrazr Social Media examples and ideas

Fundrazr: Created by Individuals Create a FundRazr with your story, picture,

video, and style. Share on Facebook, Twitter, and email.

Wherever they see your FundRazr, your friends can donate instantly and help you spread the word.

FundRazr has partnered with PayPal to provide easy and safe payments by credit card, debit, and PayPal account. From every FundRazr payment, PayPal deducts

their standard fee of 2.9% plus $0.30 USD and the FundRazr fee of $0.30 USD.

How FundRazr works

Using Social Media for Fundraising Five successful examples of brands/charities using social

media to not only engage donors but also to make transactions

Free the Children

Get a sponsor and ask them to donate $1 for every LIKE Free the Children is an organization that helps empower

children in North America to improve the lives of children elsewhere, hosts an annual event called We Day. The event brings together youth in Toronto, Vancouver and

Montreal for a day of motivational speeches and performances. This year, sponsors like The Keg Spirit Foundation, CTV, and Me to

We agreed to donate $1 for every “Like” that the We Day Facebook Page received.

Tyson Hunger Relief and Monterey County Food Bank Tyson Hunger Relief, which regularly makes donations to

food banks around the country, added a Facebook twist to its food donation to the Monterey County Food Bank this September. For every new “Like” Tyson donated 100 pounds of food. Monterey

County Food added about 900 new members who will potentially become further engaged in the organization’s activities.

Stand up to Cancer Telethon Facebook Credits The Entertainment Industry Foundation’s second national Stand Up To

Cancer telethon accepted Facebook credits as donations this year. Facebook users simply visited the SU2C Facebook Page, which hosted a live stream of

the pre-show and broadcast event, in order to place their donations. They could then share their donations through wall posts, spreading the word about the

charity.Facebook helped promote the cause on its Facebook Page and the Facebook credits page, and although SU2C doesn’t reveal how much it collected on the page, it did receive 150,000 new “Likes” during the campaign.

Timberland Earthkeepers Virtual Forest App Creating Virtual Forests with Timberland’s Earthkeeper app helps plant

real trees. The original version, which launched in 2008, helped plant 1 million total trees in China, Haiti and Nepal.

A new version that launched in October teams up with Trees for the Future and the Yéle Haiti Foundation to focus on planting trees in Haiti. For each set amount of virtual trees planted, Timberland commits to

planting a certain amount of real trees. For every five virtual trees planted, for example, Timberland commits to planting one real tree. After a user has planted 25 total virtual trees, another two real trees are planted. Users can plant trees in either their own forests or in their friends’ forests. In the new app’s first month, users’ tree planting has committed Timberland to planting about 3,000 new trees in Haiti.

Kohls Cares for Kids Facebook Contest To celebrate the 10th anniversary of its philanthropic program Kohl’s

Cares, Kohl’s department stores decided to let Facebook users decide where to spend a donation to education. The company gave away $500,000 to each of the 20 schools that solicited the most votes on the company’s Facebook Page. Facebook fans could vote up to 20 times, but no more than five times for one school. Voters were also encouraged to leave ideas for what the schools could do with the

money, and every school needed at least one idea contribution in order to be eligible for the contest. The campaign ended on September 3. More than 2 million people submitted more than 12 million votes. Although Kohl’s had committed to the same donation amount regardless of participation, the Facebook component successfully spread the word and earned the company 1.6 million new Facebook fans in six weeks.

@EdgeShaveZone: Twitter + random acts of Kindness Most people use Twitter to rave or complain about a product they

use every day - the #soirritating campaign builds on on that! “We picked Twitter because we noticed that a truth about

Twitter was that people were always talking about how irritated they were about things, and we have a product that matched that truth, which was anti-irritation, so that was a good place for us,” says Katie Facada, the copywriter who composes tweets for @EdgeShaveZone.

Edge’s Anti-Irritation Campaign – 2 people seek, respond and relieve irritation – and they have given out everything from iPads and computers to dancing panda YouTube videos in their efforts to “solve irritation.” One woman tweeted that she had voices in her head that were speaking

in Spanish — Edge responded with the gift of a Spanish/English dictionary.

Results: 1500 followers, 6800 hashtag uses and media buzz

Endorse for a cause: Online shopping + Social Giving

Endorse for a Cause

Turns online shopping into a fundraiser for the cause of your choice.

How it works Visit one of Endorse for a Cause’s online retailer partners Send a tweet or Facebook update with an endorsement of

brands or products that you like. You decide exactly what to say in the message, though starter tweets that begin with phrases like “I’m a fan of…”, “Shopping for…”, and “Help me help…” are provided.

When your friends click on your endorsements and make purchases, Endorse for a Cause receives a portion of the money and allocates about 70% to your cause.

You can track how much money you’ve raised and earn badges for participation.

Right now there are only about 10 cause choices, and they are primarily large charities like the American Cancer Society and the Humane Society. You can, however, vote to add a cause if yours isn’t yet included.

Rec.fm: Recommendation + Social Giving

Rec.fm

Create a “Rec” for a product you love by telling Rec.fm exactly what you like about it.

The site will generate a short URL that you can share on your Facebook or Twitter profile.

When your friends click on it, they are taken to a Rec.fm site with more details on the product.

If they choose to buy the product, Rec.fm receives a payment from the retailer and more than 50% is passed on to the charity of your choice.

You can also add a tab to your Facebook profile that shows your friends all of your “Recs” in one place.

Sixdegrees.org/Network for Good Lets people create charity endorsement widgets called

“fundraising badges.” These badges can be placed on their social networking

profiles, blogs and websites. People who visit their sites can donate to the endorsed

charity via the widget.

Sixdegrees.org Badge

Facebook Causes

Causes – a Facebook app that allows individuals to raise money and start their own funds that are tied to a non-profit.

Because of great integration into Facebook, it makes getting the word out and raising awareness and funds for your cause that much simpler.

Challenges: not great email capture, other apps allow for lower fees and more donation capabilities

Causes can process donations to any registered 501(c)(3) in the United States.

Causes: Tutorials, Advice, Features

Causes – Birthdays and Holidays Going through Valentine’s Day, you can ask

your supporters to give you a $10 donation with each purchase of flowers or chocolates through participating national and international retailers.  Mother’s Day!

Donate your birthday and raise funds for the charity of your choice. You'll get to spend your special day making a difference.

Causes gift card - Give a card to the special people in your life. They choose from over one million nonprofits at Causes.com.

Birthday Wish Page

Static FBML

Static FBML is the most important App on Facebook to master.  Allows you to add new boxes to your page that

can include text, links, and images Need a basic working knowledge of HTML

Allows you to create fancy Facebook Tabs, such as “Get Involved!” Need access and working knowledge of

Dreamweaver and Photoshop. Allows you to add a “Donate Now” button to

your page and an e-mail newsletter sign up box, mobile sign up box, and Web 2.0 icons.

Email Signup/Other Social Sites

Tabs: New Visitors/Get Involved

Donate Now Button – Facebook (and web, email signature, newsletter)

Other Great Apps

Involver Social marketing platform with many apps Free to install and if you want to later upgrade they do

offer nonprofit and multi-account discounts. Add Twitter and YouTube Apps to your page and then

create tabs. Add polls, Flickr, badges, virtual gifts, contests,

promotions, and many more Networked Blogs or Social RSS

Pulls in your blog – updates daily

Links App

Links Native – which means it is already installed on your

page. Basically it allows you to attach a link to a Status

Update. This is where the vast majority of ROI [Return on Investment] comes from on Facebook

You can link videos, your website, your Twitter profile, other websites, blogs, videos, and songs, as well as content on your Facebook page, like profiles, photos, notes, groups, and events.

Anything you post then shows up on your Page and in the News Feed of your fans.

Facebook Pages vs Groups Over the past couple years the Facebook Pages and Groups products have moved closer

together, forcing marketers to ask themselves: which one should they use?  My belief is that the best strategy for PHP is a Fan Page. You can have interactions on your fan page, and so much more. Fan pages are visible to unregistered people and are thus indexed -- way better for SEO! Fan Pages are better for LONG TERM relationships with your fans/readers/supporters/users

of your services; groups are better for a quick, active discussion In addition to being able to publish to fans’ streams, Facebook Pages also have the ability to

target stream posts based on location in language. One of the most significant differentiators between Facebook groups and Pages is the ability

for Pages to include applications. The point is that custom applications provide you with infinite customization opportunities.

One of the greatest values of Facebook Pages is a feature called “Page insights“. Page Insights provide administrators with information about the demographic break down of their fan base as well as engagement information. Whether it’s the number of people viewing media (photos and videos) on your Facebook Page or the number of likes and comments, Page Insights provides administrators with a lot of detail about user interactions.

Groups are for members of groups to connect, share and even collaborate on a given topic or idea and have a cap at 500 members.

On a Page you can organize the photos you add into albums, and create an almost unlimited number of albums. In a group you can add photos, but you ca not create albums, so all of the photos are dumped into one large area, with the most recent ones at the top of the pile.

Groups do not publish updates into the stream. Posts from group admins show up from a personal Facebook account and not the Group itself. 

Beth Kanter – www.bethkanter.org One of the leading

blogs in marketing, social media, and non profits

Worth subscribing/reading/referencing

See her preso – we can review this together:

How Networked Nonprofits Use Facebook Effectively

The Ladder of Love: Growing Facebook Fans

Nonprofit Technology Conference DC March 17 -19; 2010 April in SF Can register to attend it online (no

travel) http://www.nten.org/ntc

Website

Create a proposal for Sheri Interested in working with Firespring?

Recommend Constant Contact for email Use them for Website strategy

Website – Goals (as part of your PR Strategy)

Convey a successful image through its website especially to people and the media who are not familiar with PHP

Allow visitors to learn about PHP quickly – what PHP is, its services, events, and how they can get involved with PHP Establish easy to navigate home page that directs visitors to

information they are looking for effortlessly or to specific visitor profile pages (i.e. donors, corporations, volunteers, families) Parents – learn about PHP and services, events, resources individual donors and corporations – learn about services, success,

history, and donating Volunteers – learn more about the organization partners

Make it seamless to donate to PHP through website Support and integrate PR strategy

Media Kit on website Articles, awards, programs, events, news

Review: Website Challenges/Strategy PHP website is not visible to Google and

other search engines Better SEO Incorporate meta-tags to improve visibility Investigate Google grants for Adwords Blog, social media?

There are several other organizations called “Parents Helping Parents”

Review: Website Challenges/Strategy Difficult to know what PHP really is through the home page

and even after traversing other pages – not easy to find mission, values, and vision Integrate new mission statement and elevator pitch to home

page, and “Who We Are” section Domain name - investigate changing to .org – adds credibility Create robust Stories and History pages – these are important

indicators of an organization’s success for corporations, donors, and other visitors – and can convey/support PHP value offered (the hope for the future, parents who have been there, one stop shop, navigation help, gaining back control, so many types of support, etc.) Stories page to display some of organization’s success stories and

videos (PHP videos on YouTube are really great for this page and Mission/Vision page)

Quotes can go on home page as well as Stories page History page can clearly outline the organization’s long serving

history and all the successes along the way.

Review: Website Challenges/Strategy Website is targeted mainly to families of children with special

needs – and is not friendly to other visitors (potential donors, volunteers, and corporations) who are not familiar with PHP in general Use home page to engage visitors who are not familiar with PHP

and potential donors or volunteers who may want to contribute to the cause.

Join Us Page Donate Link – integrate same look and feel as the site, fix broken

links, communicate privacy of information shared

PHP offers many wonderful services – they can be better categorized to help visitors learn about PHP easily Our Services

Education Families and Community Services Health Services

Review: Website Challenges/Strategy News/Events section

News section - announce any information that is targeted for not only PHP parents, but anyone who is visiting the website such as seminars, events, awards.

Upcoming events can be targeted for PHP families and will mainly remind them of any upcoming events in the near future – show 3-4 events on homepage

Website Mock-Up

Navigation

Home Who We Are

Mission and Vision, Our History, Stories, Board of Trustees, Staff, Contact Us

Our Services Education, Families and Community Services,

Health Services Resources

Support Groups, Additional Resources Events and News

Events, News, Newsletter Join Us

Families, Donors, Corporations, Volunteers

Rotating Home Page Images