new building a volunteer marketing & communications committee · 2016. 10. 3. · where to look...
TRANSCRIPT
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Building A Volunteer Marketing &
Communications Committee
Joe Mueller
@jfmueller
muellercommunications-stl.com
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The Fundamentals (3 Ms):
• Fundraising (Money)
• Clients/Programs (Membership)
• Volunteers (Manpower)
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Communications Committee
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Know Your Organization • What is the mission?
• What are the expectations?
• What are the goals?
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Evaluate The Organization’s Communications • Talk with stakeholders
• Perform a communications audit
• Conduct a SWOT analysis
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Develop an IMC Committee (Integrated Marketing Communications)
• Communications Staff Need to become ‘Executive
Producers, Editors’
• Become… ‘a jack of all trades and a master of
none’
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Communications Committee
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IMC Committees Increase: • Efficiency
• Activity
• Knowledge
• Distribution of work
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DBuilding A Volunteer Marketing &
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Functions of an IMC Committee: • Develop, implement and evaluate the plan
• Identify, communicate trends
• Communicate to audiences
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Functions of an IMC Committee (Continued): • Support delivery of organization’s program
• Promote positive public relations
• Promote new programs, projects
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Functions of an IMC Committee (Continued): • Ensure creation of consistent messages
• Produce content (publications, video, audio)
• Conduct, analyze and utilize research
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www.jfmueller.com
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www.jfmueller.com
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Where to look for IMC Committee members: • Local college, university marketing/business
departments
• Ad agencies, PR firms
• AMA (American Marketing Assoc.), PRSA (Public
Relations Society of America)
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Where to look for IMC Committee members
(Continued): • Billboard companies
• Corporate marketing, advertising, graphic
design companies
• Freelance writers, designers, photographers
• Media companies
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Where to look for IMC Committee members
(Continued): • Companies with large advertising presence
• School district communications, public
relations coordinators
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John,
CEO of
WOM
P.R.
Cindy, Owner of Web Solutions
Tim, Production Mgr. KWMU-TV
Ella, VP of Rather Marketing
Greg, Freelance Graphic Design
Tom
Thompson
VP of
Media World
Mission for Margin Marketing &
Communications Committee
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Communications Audit: • What is the organization’s mission?
• Who are your target audiences?
• How do your audiences perceive your
organization?
• What are your strengths?
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Communications Audit (Continued): • What is the most common and most significant
complaint your organization receives?
• Where are your opportunities?
• What is threatening your organization?
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Communications Audit (Continued): • What kind of customer service do you provide?
• How well does your organization communicate with
internal audiences?
• External audiences?
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Membership Programs Recruitment Fundraising
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Increase individual
donations
Objectives Increase clients
Improve Awareness Of Prevention Programs
Assist upcoming capital campaign for new facility
Increase participation in volunteer training
Establish awareness of endowment fund
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Increase participation in volunteer
training Increase individual donations
Increase client services
Op-Ed
Article
Social
Media Brochure
Media
Relations
Direct Mail
Advocacy
Newsletter
Article Blog Video
Marketing & Communications Plan
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Planning, Writing THE PLAN • Six elements:
1. Executive Summary
2. Situation Analysis
3. Marketing Strategy
4. Marketing Objectives
5. Action Plan and Implementation
6. Evaluation
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Executive Summary • Brief review of entire
marketing/communications plan
• Includes background information on
organization
• Best to write last and after details are finalized
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Situation Analysis • Target market
• Demographics
• Competitors, landscape
• Sets stage for strategies and objectives
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Marketing Objective • Overall goal of what organization wants to
accomplish
• Overarching goal
• What are we striving to be?
• SAMPLE OBJECTIVE: To become the one-stop
source for all family health, fitness and
recreation opportunities.
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Marketing Strategies • What conditions must exist to achieve
organizational goal?
• SAMPLE STRATEGY: Five impressions on
parents between New Year’s Eve and March 1
with message on becoming members.
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Tactics • How will you achieve strategies?
• Detailed activities
• What, how will you execute tactics?
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Requirements For Effective Tactics • Do we have the budget?
• Can we meet schedule, time commitments?
• Do we have all available resources to be
successful?
• Will this tactic meet our needs?
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SAMPLE TACTICS: • Media release twice per month that features fitness
success story • Print, Facebook ads on discounted membership fee • Billboards positioned within 5 miles of facility • Direct-mail postcard delivered on Dec. 31 that
outlines discounted membership fee
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Implementation: • Confirm, track costs
• Clarify responsibilities
• Establish schedule, meet deadlines
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Evaluation: • Review the measurable element for each goal
• Use inexpensive online research tools (Survey
Monkey)
• Seek feedback from stakeholders
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Celebrate Success • Share results with staff, volunteers, board
• Earn, maintain ‘seat at the table’
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Rewrite, Refine Plan • Utilize feedback from evaluation
• Be more creative, innovative
• Recruit more talent, resources
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The Plan is the SKELETON…
…but your communications must touch
the HEART…
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Be a GOOD STORYTELLER…
GOOD WRITING is EVERYTHING!
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Joe Mueller, Principal Mueller Communications muellercommunications-stl.com
Blog: www.thestrategiccommunicator.com E-mail: [email protected] Twitter: @jfmueller
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