leveraging social media to create a brand chief dan alexander
TRANSCRIPT
Leveraging Social Media to Create a Brand
Chief Dan Alexander
Fundamental Principles
• There’s nothing wrong with public relations and marketing for policing. You are doing it anyway, maybe not too well. There needs to be a cohesive strategy (a brand) to:– Effectively build community support for your agency. (PR)– Affect community behavior to enhance public safety. (Marketing)
• Start with and stick to the basics-Your Mission, Vision and Values.
• Don’t go it alone.• Remember that SM is a means to an end, not the end.
Developing a Strategy
• Hire a firm?
• SWOT Analysis-Internal and External
• Community and POC Surveys
• Focus Groups-many already exist (HOAs, foundations, advisory boards, etc.)
Implementing the Strategy
• Use research data to drive the creation of the brand.• Identify the vehicles you want to use and the people
responsible for these mechanisms. SM is a force multiplier here.
• Insure programs and campaigns support the brand.• Create partnerships to support marketing,
conceptually and financially.• Establish systems/procedures to challenge the
PR/Marketing process (daily, weekly, monthly, etc.).
The Boca VIPER Experience
Visibility ResourcesPartnershipsIntelligence
Communications
Computers
Cameras
City Facilities
Private
Gated Communities
Monitoring
Public
Website
Text
Education
Electronic
Security Assessments
Neighborhood Meetings
Media
Press ReleasesT.V.
NewslettersResidents
HOAs
Businesses
Other Agencies
Other Law Enforcement
Chamber of Commerce
Staffing
Facilities
Training
Police Community
Vehicles Signs
Materials
VIPER Logo Evolution
VIPER SM & Web Tools
Partnering-Don’t go it alone• Website Registration Form With Participation Options-
• Support Materials for Cross-marketing Opportunities:- Community Partner VIPER logo on
Community Partner sites- Electronic Banners and Ads for Community
Partner sites
• Community Partner Certificate
• Community Partner Pin
• Posting logo or name on www.bocaviper.com
• Inclusion in appropriate media and promotional materials
• Invitations to participate in VIPER-hosted events
VIPER Programs & Campaigns
VIPER Programs & Campaigns
VIPER Programs & Campaigns
Back to the Basics• Branding processes allow you to organize
disparate community programs and disjointed communication strategies.
• SM and Internet tools are simply vehicles for PR and Marketing. SM should bring people to you and your content
• Partnerships are the key to develop and sustain your community outreach/communication programs.