THE BASICS OF BRANDING AND MEDIA Presented by: Tim Mullin, Chair YNPN Southern Nevada Saturday, June...
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Transcript of THE BASICS OF BRANDING AND MEDIA Presented by: Tim Mullin, Chair YNPN Southern Nevada Saturday, June...
THE BASICS OF BRANDING AND MEDIA
Presented by:Tim Mullin, Chair
YNPN Southern NevadaSaturday, June 28, 2013
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THINK OF YOUR BRAND AS A COOKIE…..
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Cookie Ingredients Your brand identity (logo, marketing pieces) is like flour,
the glue that holds the cookie together Online media (Facebook, Twitter, LinkedIn, Constant
Contact, Google, Instagram, etc.) is the sugar that sweetens the cookie. Without it, your organization will be bland and irrelevant.
Traditional media (TV, print, radio advertising etc.) is like baking soda; an ingredient many people don’t think is necessary in the digital world, but is essential to the success of the cookie.
Your PR campaign is like the chocolate chips. Without the chocolate chips, your cookie has no flavor, no pizzazz, and, no one will know how good the cookie tastes.
Your word of mouth reputation is like cookie quality control; if people hear that your cookie doesn‘t taste good, no one will buy it.
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IT STARTS WITH A PLAN….
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THE FIVE W’S know your target audience
Who are your members? Age? Income? Education/Experience?
What do they want? Professional development events? Social events? Networking events?
Where do they want to meet? At the workplace? In a business setting? At a bar/restaurant?
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THE FIVE W’Sknow your target audience
When do they want to come to an event? Before work? At lunch? After work? Happy hour?
Why do they come? Pleasure? Need experience? Told by a boss? Convenience? Necessity?
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BRAND YOUR PROGRAMMING TO YOUR AUDIENCE
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BRAND YOUR PROGRAMMING TO YOUR AUDIENCE
Embrace your Strategic PlanYNPN of Southern Nevada created 3 strategic directions that we even use in our marketing:
Cultivating Professionals Driving Solutions Nurturing Connectedness
Stay ConsistentWith time, dates for each programWith Name Recognition
Stay In ContactGet event feedbackSurvey Monkey
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BRAND YOUR PROGRAMMING TO YOUR AUDIENCE
YNPN Southern Nevada Event: Access to Experts - Quartely
Building Blocks Series – Twice a Year Strictly Social – Quarterly
BrainTrust – Every other Month Community Connections – Quarterly
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GET TO KNOW THE MEDIA TV is the visual medium
Types of TV coverage: Assignment desk: breaking and hard news, segments such as
Health Live shot In studio interviews Media sponsorships and event hosting Community calendars :15 and :30 second public service announcements :15 and :30 second commercials
What makes a good TV interview? Great visual Heartfelt personal story Newsworthy event, such as the opening of a new clinic Guests that are prepared and professional (In studio)
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GET TO KNOW THE MEDIA Radio is the emotional medium
Types of radio coverage: Morning or afternoon interview Public Service Announcements Community Affairs shows Media sponsorships and event hosting Public service announcements (PSAs) :15, :30 and :60 second commercials
What makes a good radio interview? Heartfelt personal story Guest that are prepared and professional Testimonials and success stories
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GET TO KNOW THE MEDIA
Print/Online - the intellectual medium Types of print coverage
Hard news stories Feature stories Profiles; Pinpoint Publication’s Meet the Neighbor Award submissions, such as the Angel Awards, 40 under 40 Listings, briefs, blurbs Post -event photos and publicity Media sponsorships and event hosting Full, half and quarter page ads
What makes a great print/online story? Unique story idea that hasn’t been covered before Newsworthy Volunteer or donor that has done something really special
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GET TO KNOW THE MEDIA Social media platforms - the quick sharing of information to build
your community base. Facebook: Needs fresh content, photos and video. A reason for people
to keep coming back. Twitter: Great for promoting events LinkedIn: Great for building relationships with donors and referral
sources You Tube: Video sharing Pinterest: Needs colorful visuals, such as cooking, baking and fashion
Online reputation management Yelp Yahoo
Email marketing: Permission-based marketing that helps build relationships with your current members and supporters
Constant Contact and Survey Monkey
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How can you help be a PR ambassador for Your YNPN chapter?
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How you can help? Develop a pitch/elevator speech. Stay consistent. Make sure everyone has a similar
pitch Keep your eyes open for heartwarming story ideas
with volunteers, donors, members, and supporters Ask if members/donors/supporters are comfortable
doing media Engage in your social media platforms Sharing is caring! Always have your camera ready at events Use these as ice breakers to talk about your
programs and fundraising Be patient as quality PR takes time 15
THANK YOU!
Tim Mullin, Chair
YNPN Southern Nevada
P.O. Box 2314
Las Vegas, NV 89125
702-768-9295 or [email protected]
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