Promoting Your Gutsy Walk

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Goal, Strategies and Tactics

Goal: Raise funds for research and patient programs

Two main strategies:

1) Capturing Local Media Attention

Tactics: Pitching Media (Media Advisory)

2) Increasing Participation (Attendees, Volunteers and Sponsors)

Tactics: Social Media and Community Calendars

Local Media

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Local Media Coverage

Why is it important? It creates awareness about:

• Crohn’s and Colitis Canada

• Mission, purpose, values, patient programs and research

• The Gutsy Walk

• The event and its impact

Outcomes:

• More volunteers

• Increases donations

• Builds our community

• Enables more people to access our patient programs

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Types of Media

There are three main types of media:

• Print

• Radio

• Television

How do you get media coverage? Pitching reporters!

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Pitching 101 – Part 1

Step One: Search for local media outlets (print, radio and television)

Step Two: Identify the best reporter to contact

Common types of reporters include:

• Print

• Assignment desks, health and lifestyle reporters/editors

• Television and Radio

• Assignment or news desks, news editors/schedulers, program hosts

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Pitching 101 – Part 2

Review past articles to identify a reporter interested in similar content.

• Did they report on the Gutsy Walk in the past? Reach out again!

• Did they report on another charity event? Awesome!

• Do they report on other community events? Great!

• Do they write local news stories? Fantastic!

You’re more likely to receive media coverage from a reporter already

interested in similar stories.

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Pitching 101 – Part 3

Use the media outlet’s Contact Us page to find:

• Contact information for reporters (name, email and area of work)

Having trouble determining who you should connect with?

• Use the media outlet’s general contact information

Your New Favourite Tool – The Media Advisory

A one page document outlining:

• What

• Why

• Who

• When

• Where

• Highlights

• Contact Information

You’ll find a template media advisory in the Gutsy Walk Volunteer Tools.

Simply update the advisory with information about your local walk.

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How to Pitch the Media Advisory - Part.1

Email the media advisory to reporters one week before the walk.

Keep your pitch short and concise.

In the email, either:

• Invite the reporter to attend the walk

OR

• Ask the reporter to cover the story

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How to Pitch the Media Advisory - Part. 2

Use compelling hooks in your email, such as:

• The total amount the walk raised in the past

• Attendees who are well known locally

• If individuals are available for speaking opportunities

• Details about Crohn’s and Colitis Canada

• Why the walk matters to the community

• Where the funds raised are going

Cater each pitch to the reporter you’re emailing. What makes the event

unique? Why should this event be of interest to that reporter?

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How to Pitch the Media – Part. 3

If you do not hear back, send a follow-up email a day or two later using

the template in the Gutsy Walk Volunteer Tools.

If you’re pitching by telephone, rehearse your pitch and remember to

include key details about the walk while chatting by phone.

When reaching out by phone or email, note if you’re a volunteer or staff

member with Crohn’s and Colitis Canada.

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Pitching Media – Part. 4

A public service announcement (PSA) video and radio spot will be

available late April/early May for pitching to local media outlets.

The video can also be posted on social media.

Links to the PSAs will be provided in the Gutsy Walk Volunteer Tools.

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Reporters Use Social Media, Too.

As a secondary tactic, you can reach out to reporters through social

media.

Increasing Participation

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Promoting the Gutsy Walk to the Public

You can promote your local Gutsy Walk to the community through:

• Community Event Calendars

• Social Media (Facebook, Twitter and Instagram)

Community Event

Calendars

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Community Event Calendars

Add the Gutsy Walk to event listings found on local websites.

Examples of these sites include:

• Vancouver Sun (Vancouver)

• Ominocity (Saskatoon)

• The Coast (Halifax)

• The Overcast (St. John’s)

• Some city-operated event calendars accept submissions

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Community Event Calendars

When submitting your event to an online listing include the appropriate

time/date/location details.

For an event description, you can use the template available in the Gutsy

Walk Volunteer Tools. Be sure to tweak the template for your local walk.

Include the URL of your specific Gutsy Walk registration page.

Social Media

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A powerful tool for building communities

and promoting events.

Use your respective Crohn’s and Colitis

Canada Chapter Twitter, Facebook and

Instagram accounts to:

• Promote participation

• Attract volunteers

• Gain local sponsors

The Power of Social Media

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Update the cover image for your Chapter’s Facebook and Twitter

account to the cover image found in the Gutsy Walk Volunteer Tools.

We encourage you to use the cover image for your personal

accounts as well!

Images – Part. 1

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Share fun Gutsy Walk images with Chapter posts.

You can find images from past events in the Marcom folder in the O:Drive.

** Remember, you can always turn to our National social media accounts for ideas (images

and copy)**

Images – Part. 2

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Copy – Part. 1

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Keep copy for social media fun, informative and short!

Best practices:

• Include a call to action (e.g., register, join us, etc.)

• Include an image

• Share key details about your local walk

• Link to your Gutsy Walk’s registration URL

• On Twitter include @ mentions to sponsors, special guests, etc.

Copy – Part. 2

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Include hashtags in your posts!

Best practices:

• Use 1-2 hashtags for Facebook and Twitter

• Types of hashtags to use:

• Location-centric (#yyc, #Toronto, #TO, #Halifax, #mtl)

• Use event-related hashtags (#GutsyWalk)

• Use hashtags commonly used by our national accounts (#crohns

#colitis #IBD, etc.)

Example for Facebook Posts

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Example for Twitter Posts

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Example for Twitter

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Use Chapter social media accounts to recruit local businesses to sponsor

and/or support the walk.

Below is a sample post for sponsor recruitment.

Tips for Instagram

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Post about your local Gutsy Walk on Instagram.

Best practices:

• Share fun images!

• Change the link in the Instagram bio to the Gutsy Walk registration URL

• Use as many hashtags as needed

• Use both location-centric and event-related hashtags

Example for Instagram

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Create a Facebook event through your Chapter’s page using the

template in the Gutsy Walk Volunteer Tools.

Share key details about the event and include a link to your local

Gutsy Walk registration.

Facebook Event

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Example for Facebook Event

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Other Tips for Chapter Social Media Accounts

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Find other creative ways to promote your walk!

• Take a short video of your Local Honorary Chair explaining why the walk

matters to him/her

• Film yourself talking about why the Gutsy Walk is important

• Get creative by using Instagram stories!

Social Media on Event Day

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Remember to use social media on event day!

Here are some great ideas:

• Thank local sponsors by tweeting (remember to tag their Twitter account)

• Share photos throughout the event

• Use Instagram stories to share the live action!

Reminder: Tips for

Volunteer Recruitment

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Reminder - Volunteer Recruitment

Social media is a great tool for recruiting volunteers! Here’s how:

• Note the volunteer roles you’re looking to fill

• Create excitement around the event!

• Share how volunteers bring the event to life

• Use event day images to give a sneak peek

If you receive interest, encourage them to register by visiting the

volunteer section of the national Gutsy Walk website.

Questions?

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Questions

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Have questions about media materials?

Email Stacey Sheehan at

ssheehan@crohnsandcolitis.ca

Have questions about social media?

Email Pearl Leung at

pleung@crohnsandcolitis.ca

Thank You

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