Game Plan for Nonprofits: A Collaborative Marketing Workshop by SixFifty Inc.

PRESENTER

EXAMINING THE PLAYING FIELD A discussion about reaching our diverse community audiences.

The American Advertising Federation - Inland Empire, a non-profit chapter of the American Advertising Federation, is comprised of professionals in San Bernardino and parts of Riverside and Los Angeles counties from all industry segments: advertising and media agency owners, marketing directors, sales and media managers, suppliers, radio stations, graphic designers, photographers, webmasters, copywriters, academics, and more.

GAME COMMENTATORS // PANELISTS DR. PAULETTE BROWN-HINDS PUBLISHER THE VOICE/BLACK VOICE NEWS/BROWN PUBLISHING

http://aaf-inlandempire.com

HOST

ORLANDO RAMIREZ PUBLISHER UNIDOS WEEKLY EN EL SUR DE CALIFORNIA

SHARILYN HUNKE DIRECTOR OF COMMUNICATIONS THE COMMUNITY FOUNDATION

SPONSOR

AARON NORRIS VICE PRESIDENT COMMUNITY CONNECT IMMEDIATE PAST PRESIDENT PUBLIC RELATIONS SOCIETY AMERICA - INLAND EMPIRE (PRSA-IE)

PLAYBOOK OBJECTIVE: 1) IDENTIFY YOUR AUDIENCE PROFILES 2) CREATE VALUABLE MESSAGING

WHO’S ON YOUR ROSTER?

#TEAM

WHAT WORKED IN REACHING YOUR TARGET MARKET THIS YEAR?

WHAT DIDN’T WORK IN REACHING YOUR TARGET MARKET THIS YEAR?

WHAT DO YOU WANT TO IMPROVE IN REACHING YOUR TARGET MARKET?

WHAT ARE YOUR CHALLENGES IN REACHING YOUR TARGET MARKET?

WHAT DOES YOUR ORGANIZATION DO REALLY WELL COMPARED TO YOUR TEAMMATES?

3) LEARN ABOUT WAYS TO DELIVER THE MESSAGE

4) ESTABLISH TEAM PLAYERS & PLAN

Rosa Vasquez, 28 Lives in Yucaipa Mother to Daniel, age 1, Wife to Manny age 32 (not pictured) Works at Local Grocery Store Shops in Redlands Sister or Mother watches Daniel while she is at work Watches Television Listens to the radio at work Takes the bus when she doesn’t have a ride She’s on Facebook to share pictures of Daniel with her family High School Graduate Smartphone user

Darius Thomas, 15 Lives in San Bernardino 10th Grader Watches Television He’s on Instagram and Twitter Takes the bus when he doesn’t have a ride Has Apple iPhone 6 Listens to Radio _____________________________________ _____________________________________ _____________________________________ How can you help Darius?

How can you help Rosa?

_____________________________________

_____________________________________ What communication style is Rosa used to seeing? (Graphics, Language, Style, etc.) _____________________________________

What communication style is Darius attracted to? (Graphics, Language, Style, etc.) _____________________________________ _____________________________________

02 TRY THIS TOOL TO HELP YOU DESCRIBE YOUR CLIENT PERSONA:

SURVEY YOUR CLIENTS AND CO-WORKERS ABOUT CUSTOMER PERSONAS

THE PLAYING FIELD

Amy Navarro, 32 Lives in Riverside Works in Norco Nonprofit Professional Needs referrals for her program What information sources is she most likely using or seeing during her work hours? (e.g. social media, newspapers, billboards, websites, web advertising, meetings, etc.) _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ How do you appeal to her professional interest? (Graphics, Language, Style, etc.) _____________________________________ _____________________________________

Samuel Morris, 46 Lives in Highland Works in Colton Community Stakeholder Concerned about resources available to his community What information sources is he most likely using or seeing during his work hours? (e.g. social media, newspapers, billboards, websites, web advertising, wordof-mouth, etc.) _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ How do you appeal to his professional interest? (Graphics, Language, Style, etc.) _____________________________________

HUBSPOT - http://blog.hubspot.com/marketing/buyer-persona-100-questions

What factors would affect how Melissa gets information? Does heat or snow affect how she lives? Where does she socialize? How does she get news and information? _____________________________________ _____________________________________ _____________________________________ _____________________________________

Romero Family, Multigenerational Lives in Moreno Valley Katherine, 68 takes care of grandson (David, 8) How does Katherine receive news and information? _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________

_____________________________________

What communication style is Katherine attracted to? (Graphics, Language, Style, etc.)

_____________________________________

THE PLAYING FIELD

Melissa Bradbard, 18 Lives in Victorville Mother to Jennifer, 9 months

TRY THIS TOOL TO HELP YOU DESCRIBE YOUR CLIENT PERSONA:

Kim Nguyen, 26 Lives in Fontana Works in Administrative Office How can you use assets in the City of Fontana to communicate to her? How does she receive information? What style of communication is she used to?

Matthew Livemore, 28 Lives in Corona Works in Chino Listens to the radio Doesnâ&#x20AC;&#x2122;t do social media How does Matthew receive news and information? _____________________________________

_____________________________________

____________________________________

_____________________________________

_____________________________________ _____________________________________

What communication style is Matthew attracted to? (Graphics, Language, Style, etc.)

_____________________________________

ESRI TAPESTRY SEGMENTATION - http://www.esri.com/landing-pages/tapestry

DESIGN A WINNING STRATEGY Design an outreach strategy to reach your audience, funders and colleagues. Learn more information on working with creative agencies. PETER MOBLEY PRESIDENT MOBLEY MARKETING VICE PRESIDENT AMERICAN ADVERTISING FEDERATION-INLAND EMPIRE

NOTES FROM THE SIDELINES:

KEY TERMS ADVERTISING - the activity of producing advertisements to introduce, promote and remind an audience of a product or service BRAND - “A brand is a person’s gut feeling about a product, service or company. It’s a gut feeling because we’re all emotional, intuitive beings, despite our best efforts to be rational... While companies can’t control this process, they can influence it by communicating the qualities that make this product different than that product.” - Marty Neumeier, The Brand Gap • The Brand Gap http://www.liquidagency.com/ thebrandgapbook/ BRAND PERSONALITY - Voice, visuals, colors and fonts that represent a company’s style. For tips, webinars and resources to find your brand personality check out: • Big Brand System http://www.bigbrandsystem.com/ COMMUNITY ENGAGEMENT - process of building ongoing relationships to apply a collective vision for the benefit of a community COMMUNITY OUTREACH - is the practice of conducting local public awareness activities through targeted community interaction MARKETING - the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (as defined by the American Marketing Association) PUBLIC RELATIONS - the professional maintenance of a favorable public image

what are some strategies? INBOUND MARKETING

-VS-

OUTBOUND MARKETING

Also called “permission marketing” for the audience that is already looking for what you are offering.

Also called “interruptive marketing” seeks to push offerings onto an audience.

EARNED

FORCED

COMMUNICATION IS TWO-WAY

COMMUNICATION IS ONE-WAY

CUSTOMERS COME TO YOU

CUSTOMERS ARE SOUGHT OUT

WEBSITES

TELEVISION

SEARCH ENGINE OPTIMIZATION (SEO)

RADIO

TEXT MESSAGING

PRINT ADVERTISING

SOCIAL MEDIA

COLD CALLING

BLOGS

TELEMARKETING

INFOGRAPHICS

WEBSITE ADVERTISING

E-MAIL

COMMUNITY EVENTS

NEWS/MEDIA/PUBLIC RELATIONS

DIRECT MAIL

REFERRALS

BILLBOARDS

ONLINE VIDEO

PRINTED MATERIALS

COMMENT MARKETING

PRESENTATIONS

WORD OF MOUTH

MORE MONEY = MORE TRAFFIC

COST = TIME & EFFORT

$$-$$$$

$0 - $

WHICH STRATEGY WOULD WORK IN A PRACTICAL (LOW-TO-NO COST) AND OPTIMAL (BUDGET REQUIRED) SCENARIO FOR YOUR AUDIENCES? COMMUNITY STAKEHOLDERS ______________________________________________________ NONPROFITS _____________________________________________________________________ CLIENTS _________________________________________________________________________

EQUIPPING YOURSELF FOR SUCCESS SEAN HENDERSON EXECUTIVE STRATEGIST/ DIGITAL SPECIALIST DIGITAL FIRST MEDIA LOS ANGELES NEWSGROUP AD TAXI NETWORKS

NOTES FROM THE SIDELINES:

5 BRAND STYLE MUST HAVES voice •

WRITE THE MESSAGE FOR YOUR TARGET AUDIENCE

•

WILL YOUR CUSTOMER KNOW IF THEY ARE “UNDER FEDERAL POVERTY LEVEL”, “AT-RISK” or “TRANSITIONAL AGED”? CONSIDER USING LESS PROFESSIONAL TERMS UNLESS YOUR AUDIENCE IS OTHER PROFESSIONALS

•

DON’T MAKE THEM THINK, MAKE THEM FEEL

•

USE TERMS OR STYLE THAT REFLECT YOUR BRAND PERSONALITY

photography •

IF NO PHOTOGRAPHY AVAILABLE, USE CLEVER WORDS OR TYPOGRAPHY TO ILLUSTRATE EMOTION

design APPLY A PATTERN, TREATMENT, FILTER OR SHAPE(S)THAT ACCENT YOUR VISUAL OR CARRIES YOUR BRAND IDENTITY

font LEGIBLE INTERESTING APPLY KERNING (SPACE BETWEEN LETTERS) & LEADING (SPACE BETWEEN LINES OF TEXT)

COLOR USE DYNAMIC COLORS TO SUPPORT THE THEME OF YOUR MESSAGE RED - ENERGY, PASSION, ACTION BLUE - TRUST, DEPENDABILITY, STRENGTH PURPLE - IMAGINATION, CREATIVITY ORANGE - SOCIAL, OPTIMISTIC YELLOW - COMMUNICATION, CHEERFUL GREEN - GROWTH, BALANCE

THE

FAMILY SHOPPE

[WHO] [COMPANY LOGO]

Brains process images 60,000 times faster than text

FOR PARENTS, TEENS & TOTS [WHAT]

CLASSES REFERRALS RESOURCES ASSISTANCE EMERGENCY NEEDS

This photo is free at www.freeimages.com. This particular photographer asks to give him credit. (Bottom) -- See more about this on the Equipment Locker page.

The part of the brain XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX that processes XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX images is XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXright next to the XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX area that processes [WHY YOUR ORGANIZATION?] emotions

98.9% OF FAMILIES MEET THEIR NEEDS WE PROVIDE FREE TO LOW-COST ASSISTANCE 17 DEDICATED STAFF MEMBERS 100% SUPPORT

[WHERE]

[WHEN]

MY NONPROFIT 123 HELP WAY, CITY, CA ZIP SERVING THE INLAND EMPIRE

BUSINESS HOURS 8:00AM-7:00PM

CALL TO SPEAK WITH A FAMILY SPECIALIST [CALL TO ACTION]

(555) 555-5555

[HOW]

Photo Credit: Ben Earwicker Garrison Photography, Boise, ID www.garrisonphoto.org

MOCK-UP EXAMPLE Fact Sources: “12 Secrets of the Human Brain to Use In Your Marketing” - Emma http://myemma.com/12secrets?sfid=1899c30981a479f1a5d398745e54aeeb

EQUIPMENT LOCKER

FREE stock photography & illustrations

RULES TO FREE STUFF

flickr.com

“Attribution and licenses explained.”

imcreator.com

from Entrepreneur.com & PlatoWebDesign.com

When you do a Google Images search, the resulting photos are not necessarily ones that you’re free to immediately use. In most cases, the photos are still covered by photographers’ copyrights. Keep yourself out of copyright trouble and use websites that explicitly define the copyright license of each image. There’s typically a description of the license on every page or at least a link to a description. Here are two license types you’re likely to find on these sites: Creative Commons zero means that you can use the photos in any way you’d like, without asking permission.

freeimages.com pixaby.com morguefile.com thepatternlibrary.com unrestrictedstock.com flickr.com/search/advanced/ stockphotosforfree.com microsoft.com deathtothestockphoto.com Packs of photography

Creative Commons with attribution means that you can use the photo in any way you want, as long as you credit the creator of the photo.

istockphoto.com Selected photo, audio and Illustration graphics are available weekly for free. Sign up for their mailing list for notification.

Attribution is simple: If you include a photo on one of a web page, add text that cites the photographer (“Photo by John Smith”) and be sure to include a link to his or her site, if there’s one.

creativemarket.com Weekly free fonts and low cost, illustrations, graphics and more.

Be sure to check each website and download’s license for specific details. Other indicators for free usage: OK for Commercial Use

FREE fonts dafont.com abstractfonts.com 1001freefonts.com fontsquirrel.com

FREE EDUCATION & INSPIRATION ragan.com istockphoto.com nonprofitmarketingguide.com

FREE graphic editors canva.com fotor.com picmonkey.com

FREE TYPOGRAPHY INFORMATION 10 Minute Typography practicaltypography.com Crash Course in Typography noupe.com/essentials/icons-fonts/acrash-course-in-typography-principlesfor-combining-typefaces.html Colinâ&#x20AC;&#x2122;s 10 Principles for Better Type http://photoshopcafe.com/tutorials/ typography/typography-tips.htm

FREE DESIGN TIPS Color Psychology coschedule.com/blog/color-psychologymarketing/ Pinterest.com Stocklayouts.com http://www.stocklayouts.com/Support/ Resources/EditingGuide.aspx

OTHER RESOURCES LEARNED TOday:

CREATING AN ALL-STAR TEAM GAME COMMENTATORS // PANELISTS MIKE BACICH ASST. GENERAL MANAGER - CUSTOMER SERVICE & MARKETING RIVERSIDE PUBLIC UTILITIES

ERIN BRINKER DIRECTOR OF DEVELOPMENT REACH OUT CO-HOST OF MORNING SHOW ON CNBC KCAA AM 1050

CARRIE GILBRETH SENIOR VICE PRESIDENT & GENERAL MANAGER WESTBOUND COMMUNICATIONS AMANDA RAJOTTE DIRECTOR OF CAREER SERVICES ART INSTITUTE OF CALIFORNIA-INLAND EMPIRE

Nonprofit Marketing Team from NonprofitMarketingGuide.com

All marketing boils down to three primary tasks: (1) understanding the people you are communicating with, (2) creating relevant and compelling messaging those people find valuable and (3) delivering that messaging to those people through a variety of communications channels. The following roles/tasks can be prioritized, organized, and combined in many different ways depending on the size of the marketing team, skill sets of individuals, details of the marketing strategy, etc. There is no right way/wrong way. In most nonprofits, at least three of these roles will be assigned to one person. At smaller organizations, many of these jobs simply won’t get done because the staff just aren’t there. In those cases, you have to make good choices about which roles are most important to your success.

LEARN MORE http://www.nonprofitmarketingguide. com/resources/advice-and-tips-fornonprofits-creating-a-marketingteam/

TEAM POSITIONS Roles/Tasks Manager –Ties all marketing activity back to organizational goals. Keeps the big picture in focus. Key point of contact for all major internal and external relationships (eyes, ears, and mouth of the marketing team as a whole). Oversees major marketing campaigns. Chief translator, navigator, and coach. (1) Understanding the Community (or Target Audiences) Relationship Manager / Market Researcher Understands the community through constant listening and feedback loops, including regular surveying and active social media use. Keeps “finger on the pulse” to maintain and build relationships long-term. Manages segmentation/ targeting strategy, so you are sending “right content to the right people.” (2) Developing Compelling Messages and Content Copywriters and Editors – produces the written content, start to finish. Graphic Designers, Illustrators, Videographers, Web Designers – produces the visual content start to finish. Brand Manager – Ensures consistent look, style, and feel for communications and educating staff on brand. (3) Delivering the Content to the Community Editorial Director, Production Manager or Managing Editor– Manages the editorial calendar or what goes out when and to whom. Responsible for ensuring good mix of original and repurposed content, and taking a multichannel, integrated approach to sharing content with the community.

Channel Managers – Knowing and implementing best practices for writing, designing, and delivering the content given the communications channel. Also understanding “under the hood” enough to troubleshoot as needed and to track performance indicators/ metrics for their channel. Sometimes you’ll see the “content creation” aspects split from the more “technical” aspects, while other times they are combined. Specific additions: • Website/Blog Manager: Would have expertise in the content management system (CMS) of the website/blog. Could include some web development/programming expertise. • Email Marketing Manager: Includes improving open rates and click-through rates. Would have more expertise with the Client Relationship Management / Email Service Provider (CRM/ESP) software provider. • Social Media Manager: Includes community engagement (i.e. responding, commenting, tagging, retweeting, etc.) • Print Marketing Manager: Includes understanding print and mail house production needs and scheduling. • Event or Conference Marketing Manager: includes both presentations and booth/exhibition activities • PR Manager: includes cultivating relationships with reporters and pitching stories

TEAM HUDDLE WHAT ARE YOUR ODDS OF WINNING?

WHAT POSITIONS ARE YOUR TEAMMATES TAKING?

IDENTIFY AT LEAST ONE STRATEGY YOU WANT TO IMPROVE THIS YEAR:

WHAT ARE THREE WAYS YOU CAN COMMUNICATE TO YOUR AUDIENCE?

IDENTIFY FIVE NEW THINGS YOU CAN IMPLEMENT IN YOUR STRATEGY.

YOUR NONPROFITâ&#x20AC;&#x2122;S STRENGTH

CUSTOMER PERSONAS & HOW YOU CAN SOLVE THEIR NEEDS

NONPROFIT BRAND PERSONALITY & STRATEGY PERSONALITY

STRATEGY

TOOLS TO COMMUNICATE

TEAM PLAYERS & ROLES

IMPLEMENTATION TIME LINE JANUARY

FREE:

FEBRUARY

MARCH

APRIL

MAY

JUNE

ASSISTANCE

JULY

REQUIRES BUDGET:

WHAT KEY MESSAGING SHOULD WE COMMUNICATE TO LEADERSHIP?

AUGUST

SEPTEMBER

OCTOBER

INTERNS: WHAT DO I NEED THEM TO ACCOMPLISH?

NOVEMBER

DECEMBER

TOUCHDOWN! Letâ&#x20AC;&#x2122;s continue this conversation! Look for a follow up e-mail to continue this discussion and to share resources, tools and tips.