Copy of Albury workshop slides

1. Communicating to Community Promote your organisation for $500 or less Volunteering ACT /Lions 2010 Workshop Series

4. Overview three low cost strategies mini - workshops sharing ideas

5. Why Raise Awareness? Promote services Maximise funding Attract new members Earn recognition

6. Today’s marketing environment time poor community changing expectations corporate social responsibility communications environment

7. 5 Marketing truths When you don’t promote yourself No-one but you The triangle of effort Clean up the backroom No silver bullet

8. Marketing is like herding cats

9. communications audit defining who we need to reach clear messages delivery systems time and money budget measure your marketing Communications plan

10. Brands

12. You are a brand What do you want to be known for ? Workshop

13. Set marketing objectives S Specific - what exactly will you do M Measurable goals A Agreed - by your Board etc R Realistic and achievable T Limited by time

15. Identify your communications objectives for 2010 Workshop

16. what do we do now? what works? what do we keep? what do we abandon? Communications audit

17. Key Audiences who are they? where are they? what do they already know? what would get their interest? how can we reach them? Your audiences

18. reaching cane growers

20. Hinchinbrook Shire 14 000 people Herbert River Express 4KZ and ABC Tvlle Australian-Italian Festival in May

22. some-one who can use their networks to help or hinder you Key influencers

23. Trust imperative Academic/expert 64% Industry expert 52% NGO rep 45% Person like me 44% CEO 40% Govt official 35% Employee 32%

24. What key influencers do? They provide: language credibility communications

26. Who are your audiences? Who can help you reach them? Workshop

28. Why should people trust you facts n’ figures case studies stories research and reports comparisons contrasts previous record … above all stories

29. Great leaders tell great stories

30. Great people tell great stories

31. What your messages? What are your stories? Workshop

32. Social media Working through the media Influencer relations More expensive strategies Something old, something new, something ancient

35. Print Medium of record Publish regularly Often drives the news cycles Numerous opportunities Most likely to doggedly follow through stories

36. Editorial calendars Different sections of the paper Letters to the Editor Opinion-Editorial Tips for Print

37. Other People’s Newsletters What to offer the Editor 100 words 250 words 500 words Image and logo

39. TV is ruled by deadlines Reliance on easy to get news Stories presented in black and white Limited time for your story About TV

41. Radio Types of radio 24/7 = information hunger Convenience Live crosses

42. The media is attracted by… Newsworthy Calendar Dates Topical Issues

43. Tip: Use the calendar December Internl Volunteer Day School year ends Christmas November Remembrance Day Melbourne Cup End of university year October Mental Health Week Water Week Mental Health Week Breast Cancer Day September Start of spring Floriade Citizenship Day Father’s Day August Vietnam Veterans Day Missing Persons Week Hearing Awareness Month Literacy and Numeracy Week July Christmas in July Small Business Awards Diabetes Week June Environment Day Tax time Ski season May May Day Mother’s Day Law Week Heart Week Volunteer Week April April Fools Arthritis Awareness ANZAC Day Road safety Easter March Internl Women’s Day Clean up Australia Harmony Day Canberra Day February Return to school Valentines Day January New Year resolutions Australia Day Summer holidays Children with special needs Young people starting work

44. Use topicality

46. How can you work with local media? Workshop

47. Online Your site Other people’s sites Government sites Media sites Business sites Tourist sites Local sports sites

48. New media Dramatic increase Not just for kids One to one conversations DIY medium Low cost Citizen journalism

49. “ Almost 10 million Australians accessed social media websites in December with just under 8 million of those being Facebook members”.

50. Blogs

51. Social networking sites

53. Image sharing sites

55. Considerations How will we use social media? Control of information Privacy of members Frequency Guidelines on criticism Who does it Copyright

56. How could you use social media? Workshop

57. word of mouth marketing Getting others to talk about you

58. How word of mouth works

59. What word of mouth needs Topics Talkers Tools Tracking Continuity

60. CONNECTORS ALPHAS OPINION LEADERS SNEEZERS PEERS WHO ARE NETWORK HUBS Recruiting influencers Face to face Stories Pass-on tools Continuous contact Face to face works best Explain who you are … why you are worth listening to Tell stories Ask for specific help Thank you’s and rewards Keep continuous contact

61. Continue the conversation

62. Word of mouth frequency Opportunity Opportunity Opportunity

63. How could word of mouth work for you? Workshop

64. Putting it all together Radio TV Newspaper Other Websites Word of mouth Social media

65. Timetable

66. Outline a 12 month communications program Workshop

67. Budget Own Tasks Events Government relations Industry leadership Internal communications Media documents Databases Draft publications Word of mouth marketing Mentoring Case studies Copy for publications Media Specialist Support Mentoring staff Advertising Threat planning Website design Print Design Printing Media training Commercial photography

68. Measure your marketing

69. communications audit defining who we need to reach clear messages delivery systems time and money budget measure your marketing Communications plan