MEDIA KIT BOOTCAMP

F A B C O N 20 1 5

INTRODUCTIONAnnelies Zijderveld@anneliesz

- 14 years in food marketing- Online community manager- Blogger – thefoodpoet.com- Digital media expert- Cookbook author - Steeped

LAYING THE GROUNDWORKWho already has a media kit?

----------------Who has worked with brands before?

------------------Who is interested in working with brands?

-------------------What do you want to learn about media

kits?

THE GRAND TAKEAWAYIf you only leave with one thing…

Our goal in this workshop is for you to have a working draft of to tweak and

firm up to a final media kit.

Start Here: Each of us is an expert at something.

THE POINT OF A MEDIA KIT

Make the introduction.

Set the tone.

Define your value.

Start the conversation.

MEDIA KIT TIPS FROM THE PR AGENCY PROS

LOS ANGELES NEW YORK Include images. Readership & social stats Social media footprint Speaking experience Include engagement info. TV, radio, or video

experience Provide a recommendation. Market – where do you live Understand company goals: Available to travel

companies want to move product / profits.

MEDIA KIT AS BRAND EXTENSIONReady-to-Wear or Haute Couture?

Think for a moment about how many pitches a brand might receive at any moment. How can yours stand out?

Develop a media kit that lets your personality shine.

Exercise: We are going to spend some time to begin to define your blog personality into your media kit.

EXERCISE: BRAND BITS

1/ Define your blog brand’s personality in three words.

2/ Do you have a logo, motif, visual art or typography that is a vital part of your blog?

3/ Do you have a head shot photo?

EXERCISE: LET’S BUILD A MEDIA KIT

MEDIA KIT: DEFINING VALUE1/ Know your numbers.

2/Knowledge & mastery of a platform.

3/ Creative ideas for executing paid media.

4/ Expert in your topic.

5/ Knowing your readers & audience.

EXERCISE: DEFINE YOUR VALUE1/ Do you know your social media footprint? Take 10 minutes to start jotting down our numbers.

2/ Where do you feel you are strongest online? List where you feel you make the most impact in

social media and detail why you think you excel in that platform.

EXERCISE: DEFINE YOUR VALUE

1/ Who are your readers? What is their age? Mostly women or mostly men? Where are they located?

Spend 10 minutes on Google Analytics to begin building your demographic profile.

EXERCISE: DEFINE YOUR VALUE1/ What are your top 3 posts about? Have you

tried duplicating that success with similar posts?

Jot down the titles of those 3 posts.

2/ If you’ve done work with brands before, what kinds of posts resonate best with your readers?

Always keep your readers first.

YOUR SKILLSET DEFINEDWhere do YOU excel off your blog:

1/ What 3 adjectives would a co-worker or friend use to describe you?

2/ Jot down your skills outside of blogging that might fit into brand work.

3/ Have you done any TV / radio / video? Do you like to travel?

4/ Personality plus: Are you a people person? Do you like to teach?

MAKING THE PITCH EXAMPLES

EXERCISE: PRE-PITCHPitch Lust: Make the Pitch Personal

1/ Name three companies with whom you would like to work.

2/ Which of those products do you have or use regularly?

3/ Write down three ways you have personally used the products.

4/ Write down two attributes you love for each product in your list.

5/ Do you currently follow these brands on social media? Take a minute to follow them now or later today.

EXERCISE: MAKE THE PITCH1/ If brands work with bloggers to boost sales,

how can you help them achieve their goals?

2/ Have you spent time getting to know the brand’s personality online and where they shine, as well as where they come up flat?

3/ Pick a brand and quickly jot down three ideas of how you could work with them. We want pie-in-the-sky and low-hanging fruit!

MAKE THE PITCHPick a company from your pitch lust list.

Spend 10 minuteslooking at their site& blog. Write down3 keywords used.Write down their social imprint. Begin a 1 paragraph query.

MEET & GREET

Meet five new people.

Tell them something in which you excel.

Find out something in which they excel.

THANK YOU!Annelies Zijderveld, Citron Presse

Creative Web: anneliesz.comTwitter: @annelieszSnapchat: @annelies.z

Email: anneliesz@yahoo.com