marketing webinar welcome!. 2 creating compelling internal communications john churchill, internal...

Marketing Webinar

Welcome!

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Creating Compelling Internal Communications

John Churchill, Internal Communications ManagerBoy Scouts of America National Council

October 4, 2011

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Creating Compelling Internal Communications

John Churchill, Internal Communications ManagerBoy Scouts of America National Council

October 4, 2011

Internal Communications

The days of one-way, top-down communications

are OVER …

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Internal Communications

To be effective, internal communications must be a dialog that moves in all directions

—up, down, and sideways.

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Internal Communications

What is internal communications?

National Council:

Communications from the national office to all employees at the national and local council levels, using a variety of media. Does not include volunteers (currently).

Local Councils:

Communications to employees, volunteers, Scouts, parents, donors, and supporters using a variety of media.

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Why is this important?

Effective internal communications will help

your audience understand your group’s mission, goals,

values, and procedures.  

Advantages and Benefits: Encourage a sense of identification with the goals, mission,

and procedures of the organization. Can reduce uncertainty and conflict, which is generated by

varying ideas on what is important to the group. Help staff, volunteers, and other constituents feel like they are

part of the organization.

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Characteristics of good internal communications

Good internal communications …

Are concise. (“5 W’s and an H:” Who, what, where, when, why, how.)

Are tied into an organization’s goals. Use a variety of media. Have links to more information when necessary. Are consistent. Support your organization’s brand.

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Effective Tools

Communicate with your audience in the ways they like to be communicated with … Including:

Newsletters (both print and electronic) Websites Social media: Facebook, Twitter, YouTube, blogs Texts Webinars, podcasts, etc. Email

It doesn’t have to be perfect … just do it, then adjust later.

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Scout Wire e-newsletter

Bi-weekly Created using free

Wordpress software Resides online, but

sent via email Users can subscribe,

share articles via Facebook or other social media

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Council Website

Simple, clean design Access to other sites,

additional information Lets users get in, get

out, and get on with their day …

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Council Facebook Page

Frequent updates (but not too many!)

Lots of photos Links to other council

sites on the Internet: YouTube, Twitter, etc.

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Council Twitter Page

Frequent updates (but not too many!)

Links to more information

Tip: Link your accounts, i.e.: when you post to Facebook, it also goes out as a Tweet at the same time

Consistent look and feel

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Council YouTube Channel

Can easily embed these into council e-newsletters

Links to other sites

Consistent look and feel

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Top 5 Things to Remember

1. Just do it … Doesn’t have to be perfect or pricy. Be brief, be consistent, be on your way.

2. Use the tools and methods your readers want. (Facebook is huge for a reason.)

3. Don’t reinvent the wheel … take advantage of the many free and low-cost tools already out there.

4. Look to your peers (or even the corporate world) for inspiration.

5. Have fun! A light-hearted tone will make your message more memorable and effective.

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If Wayne can do it …

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Questions…

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Resources

Marketing Toolbox:

www.scouting.org/marketing

Marketing Hotline:

972-580-2239

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Thank You!