tips for a successful relay for life marketing strategy
DESCRIPTION
This presentation was delivered at the Relay For Life Leadership Summit for Metro Markets in Baltimore, MD in 2011TRANSCRIPT
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Tips for a Successful Relay Marketing StrategyDomenick CasuccioRegional Communications & Marketing Director
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Marketing vs. Public Relations
• Marketing consists of paid or donated advertising such as TV commercials, radio spots, newspapers ads, billboards, etc.
• Public Relations is local news.• You can’t purchase news.
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Media Partners
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Today’s Media MixWho Are Our Partners?
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What Is A Media Market?
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One Market + Relay For Life Events One Ask
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What Do You Ask For?
• Promotional Advertising• Web Banner Ads• Email Newsletters• News Bumps (News & Weather)• Public Affairs Interviews• Master of Ceremonies• Relay For Life Team
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What Do You Offer?
• Opportunity to align themselves in a personal and powerful way with the fight against cancer
• T-Shirts – How Many?• Brochures, Websites, Banners…• Onsite Media Tent (front & center)• Event Recognition• Post Event Recognition
(say Thank You!)
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What Can Media Do For Your Event?
• Create event awareness
• Educate target audience about the issues
• Motivate others to get involved
• Validate volunteer participation
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What Can’t Media Do For Your Event?
• Recruit teams. People do that.
• Make or break the bottom line.
• There is no ‘Magic Bullet’.
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Public Relations
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What Is News?
• News is change
• News is change as seen by an outsider
• News is change that is interesting and compelling
• News is what’s important to the reader, viewer or listener
• We’ve got news!
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What Makes A Good Campaign?
• Position the Society as the leader in the fight against cancer
• Make it personal: Highlight real people to show our grassroots position of strength
• Reinforce the brand to our overall local mission efforts (programs and services)
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Why Tell Our Stories?
• The marketplace is more crowded and competitive than ever
• We have to tell our stories to be more visible and reach more people
• Awareness helps recruit volunteers, raise money, educate about cancer
• News stories help validate supporters’ time and effort on our behalf – they feel good when they see their events in the media and want to do more
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News Tools
• Fact sheets and FAQs
• Press releases (including templates)
• Fundraising suggested messages
• Reports, letters to the editor, op-eds, etc.
• Photographs
• Interviews
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PR Hints and Tips
• Press Releases
•Is it News or an Ad?
• Media Opportunities
•Media List/Contacts
•Media/Press Kits
• Persistence with media is the key
• MUST be ongoing and active
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What Is Social Media?
“Social media is, at its most basic sense, a shift in how people discover, read, and share news and information and content. It's a fusion of sociology and technology, transforming monologue (one to many) into dialog (many to many.)”Brian Solis, author of The Future of Communications: A manifesto for integrating social media into marketing
Simply put, it’s about people talking, engaging, communicating locally but with the power to affect globally
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What Do You Mean By Social Media?
• Blogs
• Microblogs
• Video
•YouTube
• Social Networks
•MySpace
•Facebook• Wikis
•Wikipedia
• Photo
•Flickr
•Photobucket
• Virtual Reality
•Second Life
• Social/News Bookmarks
•Digg
•Del.icio.us
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What You Can Do
• Identify key local media and get to know them
• Look and listen for stories at Relay and in your community
• Get a few facts about local stories
• Recruit a Public Relations volunteer
• Start a PR Council for your market
• Announce new programs and milestones
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Relay For Life Story Ideas
• Top fundraising Relay team
• Compelling survivor story
• Corporate supporter going over and beyond to support Relay or other program
• Interesting and innovative fundraising ideas for stories or photos
• New program in your community or recruiting for volunteers for program (such as Road to Recovery or Reach to Recovery)
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Resources at your fingertips
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Cancer.org
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SACancerNews.org
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We Save Lives Presentation and Materials
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Materials Review
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State Fact Sheets
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Thank you.