For Nonprofits: Marketing, PR, Social Media and Engagement...what's the difference and why does it matter to you?

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Kevin Erb and Heather Schoegler presented to the Paul Clarke Nonprofit Resource Center on May 20, 2014. The content is aimed at helping not-for-profit organizations: 1. Do more with less 2. Think and act strategically 3. Define their audience 4. Define their toolkit 5. Build their arsenal 6. Engage their audience 7. Transform their audience into advocates 8. Share inspiration

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<ul><li>1.Paul Clarke Nonprofit Resource Center Marketing, PR, Social Media, Engagement. Whats the difference and does it really matter to you? May 20, 2014 </li></ul> <p>2. Kevin Erb Director of Public Relations and Social Media A former editor and journalist, Kevin has a decade of experience in driving effective corporate communications, public relations and social media efforts for a wide range of companies and most importantly, getting measurable results. Ferguson clients rely on Kevin to analyze a strategic cross-section of media channels and tools and put his unique perspective to work for them. A native of Fort Wayne, Kevin is a graduate of Ball State University and is a passionate community supporter and volunteer. Heather Schoegler, M.S.O.L. Senior Associate With over 12 years experience in public relations and 10 years in the healthcare industry, Heather applies her experience to design projects, community campaigns, and strategic planning. Most recently, she served as Director of Community Engagement for Parkview Health and was responsible for leading efforts related to corporate citizenship, strategy and public relations. She regularly speaks on social media and communications topics. Heather serves on several local non-profit boards, volunteers and cheers the communitys success. She holds a B.A. in Media and Public Communication, M.S. in Organizational Leadership and is a candidate for a Graduate Certificate in Public Health. 3. What Well Cover 1. Doing more with less 2. Thinking - and acting - strategically 3. Defining your audience 4. Defining your toolkit 5. Building your arsenal 6. Transforming audience in to advocates 7. Empower your advocates 8. Sharing some inspiration 9. Answering your questions PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 3 4. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 4 DOING MORE WITH LESS Its not about what you do, but how well you do it. 5. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 5 DOING MORE WITH LESS Its not about what you do, but how well you do it. 6. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 6 DOING MORE WITH LESS Social Media Advertising Public Relations CSR Donor Relations Volunteer Relations 1 7. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 7 DOING MORE WITH LESS 1 8. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 8 DOING MORE WITH LESSTHINK AND ACT STRATEGICALLY Whois our audience Whatare we trying to say Wherecan we engage with them Whencan we engage with them Howdo we best say it Whydo we want to do this ? 9. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 9 DOING MORE WITH LESSTHINK AND ACT STRATEGICALLY Audience Objectives Assets Army 10. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 10 DOING MORE WITH LESSTHINK AND ACT STRATEGICALLY SMART Goals Specific Measurable Attainable Realistic Time-Bound 11. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 11 DOING MORE WITH LESSTHINK AND ACT STRATEGICALLY SMART Goals Communication Strategies Tactics 12. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 12 Consider mapping out your goals, strategies and tactics. By looking at them visually, you can easily identify gaps you need to further develop. THINK AND ACT STRATEGICALLY Tactics Spreadsheet template via http://amysampleward.org/2011/01/20/diy-community- engagement-metrics/ 13. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 13 DEFINE YOUR AUDIENCE Donors Volunteers Employees Board Members General Public 14. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 14 DEFINE YOUR AUDIENCE Demographic Geographic Psychographic Audience Persona 15. WHY? PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 15 DEFINE YOUR AUDIENCE 16. Targeting Efficiency Effectiveness Engagement PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 16 DEFINE YOUR AUDIENCE 17. But isnt everyone a potential donor? PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 17 DEFINE YOUR AUDIENCE 18. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 18 DEFINE YOUR AUDIENCE Spreadsheet template via http://amysampleward.org/2011/01/20/diy-community- engagement-metrics/ / 19. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 19 Marketing Artist in Residence PROFILESDEFINE YOUR TOOLKIT 20. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 20 marketing noun mr-k-ti : the activities that are involved in making people aware of a company's products, making sure that the products are available to be bought, etc. Artist in Residence PROFILESDEFINE YOUR TOOLKIT 21. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 21 marketing noun mr-k-ti : What verb mr-k-ti : Selling Artist in Residence PROFILESDEFINE YOUR TOOLKIT 22. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 22 Public Relations Artist in Residence PROFILESDEFINE YOUR TOOLKIT 23. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 23 public relations noun : the business of inducing the public to have understanding for and goodwill toward a person, firm, or institution; also : the degree of understanding and goodwill achieved. Artist in Residence PROFILESDEFINE YOUR TOOLKIT 24. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 24 public relations noun : What. also: Awareness building. Artist in Residence PROFILESDEFINE YOUR TOOLKIT 25. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 25 Social Media Artist in Residence PROFILESDEFINE YOUR TOOLKIT 26. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 26 social media noun : forms of electronic communication (as Web sites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (as videos) Artist in Residence PROFILESDEFINE YOUR TOOLKIT 27. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 27 social media noun : Where; a conversation. Todays online version of deli counter or water cooler. Artist in Residence PROFILESDEFINE YOUR TOOLKIT 28. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 28 Engagement Artist in Residence PROFILESDEFINE YOUR TOOLKIT 29. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 29 engagement noun : emotional involvement or commitment [Engaging = tending to draw favorable attention or interest] Artist in Residence PROFILESDEFINE YOUR TOOLKIT 30. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 30 engagement verb : How; Building Relationships. Creating investors and advocates. Encouraging trust and linking arms, while raising awareness and visibility. How a consumer is interacting with your brand. Artist in Residence PROFILESDEFINE YOUR TOOLKIT 31. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 31 engagement verb : Process of building relationships with community members who will work side-by- side with you as an ongoing partner, in any and every way imaginable, building an army of support for your mission, with the end goal of making the community a better place to live. - Community Driven Institute. Artist in Residence PROFILESDEFINE YOUR TOOLKIT 32. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 32 BUILDING YOUR ARSENAL 33. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 33 BUILDING YOUR ARSENAL s 34. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 34 BUILDING YOUR ARSENAL Cultivation Creation Curations 35. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 35 BUILDING YOUR ARSENAL Cultivation Marketing Collateral Website Annual Report Photos &amp; Videos Stories 36. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 36 BUILDING YOUR ARSENAL Creation Stories Events Case Studies/ Testimonials 37. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 37 BUILDING YOUR ARSENAL Curation Current Events/ Local News Trade Journals Industry Experts Bloggers/ Websites E-Newsletters 38. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 38 BUILDING YOUR ARSENAL CONTENTSTRATEGY Content Inventory Editorial Calendar Content Opportunities 39. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 39 BUILDING YOUR ARSENAL Presentation White Paper Blog Post E-Blast Social Media 40. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 40 BUILDING YOUR ARSENAL Tradeshow -Brochures -Business Cards -Portfolio List 41. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 41 BUILDING YOUR ARSENAL Tradeshow Direct Mail Targeted Email 42. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 42 BUILDING YOUR ARSENAL Tradeshow -Client Testimonials -Visual Portfolio -Ltd Promo Item Direct Mail -Call-to-Action -Ltd Promo Item Targeted Email -Attendees -Booth Visitors -Preso Attendees 43. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 43 Meet Them Where They Are Speak Their Language Celebrate Them Artist in Residence PROFILESTRANSFORMING AUDIENCE TO ADVOCATES 44. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 44 BUILDING YOUR AUDIENCE Hours Location Physical Space Customer Service Events BUILDING AUDIENCE TO ADVOCATESTRANSFORMING AUDIENCE TO ADVOCATES 45. Whats in it for me? PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 45 DEFINE YOUR AUDIENCEBUILDING YOUR AUDIENCEBUILDING AUDIENCE TO ADVOCATESTRANSFORMING AUDIENCE TO ADVOCATES 46. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 46 BUILDING YOUR AUDIENCE Image via http://communityorganizer20.com/2012/05/18/why-the- pata-facebook-metric-works-the-return-on- engagement-of-community-commitment/ TRANSFORMING AUDIENCE TO ADVOCATES 47. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 47 BUILDING YOUR AUDIENCE Size Does NOT Fit All TRANSFORMING AUDIENCE TO ADVOCATES 48. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 48 DOING MORE WITH LESSTHINK AND ACT STRATEGICALLY SMART Goals Communication Strategies Tactics 49. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 49 BUILDING YOUR AUDIENCE Donor Retention TRANSFORMING AUDIENCE TO ADVOCATES 50. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 50 BUILDING YOUR AUDIENCE Meaningful Relationships TRANSFORMING AUDIENCE TO ADVOCATES 51. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 51 ENGAGING YOUR AUDIENCE Prospects Donors Advocates EMPOWER YOUR ADVOCATES 52. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 52 Campaign Marketing Cancer Services Prostate Cancer Awareness Public Relations Kroger Community Engagement Report Social Media Indiana Blood Center Facebook Contest Engagement #LetsGiveAllenCounty SHARING SOME INSPIRATION 53. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 53 CANCER SERVICES OF NORTHEAST INDIANA 54. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 54 KROGER COMMUNITY ENGAGEMENT REPORT 55. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 55 INDIANA BLOOD CENTER 56. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 56 LETS GIVE ALLEN COUNTY 57. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 57 LETS GIVE ALLEN COUNTY 58. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 58 LETS GIVE ALLEN COUNTY 59. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 59 LETS GIVE ALLEN COUNTY 60. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 60 LETS GIVE ALLEN COUNTY 61. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 61 LETS GIVE ALLEN COUNTY 62. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 62 LETS GIVE ALLEN COUNTY 63. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 63 LETS GIVE ALLEN COUNTY 64. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 64 Campaign Marketing Cancer Services Prostate Cancer Awareness Public Relations Kroger Community Engagement Report Social Media Indiana Blood Center Facebook Contest Engagement #LetsGiveAllenCounty SHARING SOME INSPIRATION 65. Thank you. PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 65 66. Kevin Erb Kevin@fai2.com 260-426-4401 Heather Schoegler, M.S.O.L. HSchoegler@MKMdesign.com 260-422-0783 @HSchoegler PCNRC Marketing Seminar| May 20, 2014 MKM and Ferguson Advertising | 66 </p>