introduce or re-introduce yourself to your community from the … · 2019-10-11 · thank you for...

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Introduce or Re-Introduce Yourself to Your Community from the Perspective of the Whole Family (2Generation Model)Strategies to Increase Visibility

Stephanie Mosley and Lisa McCradyMetropolitan Action Commission-Nashville, TN

Who We Are…

• Metropolitan Action Commission– Community Action

Agency (Nashville & Davidson County)

– City Government

– Head Start & Early Head Start/CSBG/LIHEAP

– Whole Family/2Gen Initiative

– Next Generation Initiative

• Stephanie and Lisa– 37 years combined

experience in public relations and marketing• Nearly 20 years combined

experience in Community Action (Metropolitan Action Commission)

Presentation by The Metropolitan Action Commission-Nashville, TN

The Office of Communications

The responsibility of the Office of Communications is to connect the mission

and vision of the Metropolitan Action Commission with the actions of the agency.


The Approach of the Office of Communications

• Connecting the vision with the why of our work through intentional focus on our public facing both externally and internally

– Sets the tone for the customers, staff, community and the global community



https://www.frameworksinstitute.org/

http://frameworksinstitute.org/toolkits/htag/

https://www.frameworksinstitute.org/

http://frameworksinstitute.org/toolkits/htag/

Whole Family Approach to Poverty

“This approach meets the needs of both the child and adults in their lives. Together, building a system of care around families to address root causes and move whole families out of the traps of poverty and down an open road to success.”(excerpt from the presentation of Robert Wright, Metro Action CFO-Source United Way of Snohomish County of 2GEN CORE Approach to Poverty-www.uwsc.org)



http://www.frameworksinstitute.org/toolkits/humanservices/

http://www.frameworksinstitute.org/toolkits/humanservices/


http://www.frameworksinstitute.org/toolkits/humanservices/elements/pdfs/nhsa-yousaytheythink2015.pdf

http://www.frameworksinstitute.org/toolkits/humanservices/elements/pdfs/nhsa-yousaytheythink2015.pdf

How can we grow the capacity to deliver the outcomes, impact, and

value society urgently needs?

The Human Services Value Curve asks..


Human Service Value Curve

• Regulative (integrity stage)

• Integrative (service stage)

• Collaborative (root causes stage)

• Generative (bigger than the family)

“When I put the value curve lens on what I am already doing other things emerge that allow me to see where I am and how I need to change.”From the APHSA Two-Day Learning Session with the Metropolitan Action Commission “Enhance Understanding the use of the Human Service Value Curve.”


Our Brand/Roadmap

Breaking the Cycle of Poverty in our Community-One Child, One Person, One Family at a time


Two things You must ask and answer ….

How does what I am about to post/communicate give the visual of who we are?

What do I want people to do with the information



Overall15.0%

RANKED: 41STPercentage of people who had incomes

below the poverty line ($24,860 for a family of four) in 2017

Children20.9%

RANKED: 41STPercentage of

children under 18 in related families who had incomes below the poverty line in

2017

Working-Age Women16.1%

RANKED: 41STPercentage of working-age women (ages 18-64) who had incomes below the

poverty line in 2017 Working-Age Men12.1%

RANKED: 40TH

Social Media: Selecting the most effective based on your audience

2018 American Community Survey, https://talkpoverty.org/poverty/

https://talkpoverty.org/indicator/listing/poverty/2018

https://talkpoverty.org/indicator/listing/child_poverty/2018

https://talkpoverty.org/indicator/listing/women_poverty/2018

https://talkpoverty.org/indicator/listing/men_poverty/2018


• State of Tennessee

– Income Inequality Ratio-ranked 32nd (16%)

– Unemployment ranked 16th

(3.7%)

– High School Grads ranked 8th (88.5%)

– Higher Education ranked 40th (40%)

2018 American Community Survey, https://talkpoverty.org/poverty/


Tell the truth

Who has checked their social media page while in this workshop?



• Facebook– Get to know the people

who matter to your business, so you can understand what matters to them. Learn about their locations, interests and behaviors, so you can create messages that will help your business grow.

Facebook Audience Insight


Facebook at a Glance

Gender

Men

Women

• Women

– 16% (18-24)

– 24% (25-34)

– 19% (35-44)

– 16% (45-54)

– 14% (55-64)

– 12% (65+)Self-reported information from people in their Facebook profiles. Information only available for people aged 18 and older.https://www.facebook.com/ads/audience-insights/people?act=51310810&age=18-&country=US


Facebook at a Glance

Gender

Men

Women

• Men

– 17% (18-24)

– 28% (25-34)

– 20% (35-44)

– 15% (45-54)

– 11% (55-64)

– 9% (65+)Self-reported information from people in their Facebook profiles. Information only available for people aged 18 and older.https://www.facebook.com/ads/audience-insights/people?act=51310810&age=18-&country=US



• Twitter

– Exposure is the total number of times tweets about the search term were delivered to Twitter streams, or the number of overall potential impressions generated. When we say "impression", we mean that a tweet has been delivered to the Twitter stream of a particular account."



• Instagram

– Instagram is a simple way to capture and share the world’s moments. Follow your friends and family to see what they’re up to, and discover accounts from all over the world that are sharing things you love. Join the community of over 500 million people and express yourself by sharing all the moments of your day––the highlights and everything in between, too.


Instagram Age & Gender Demographics

Instagram demographics have veered toward younger generations since its inception. However, new statistics from the Pew social media report show older generations are starting to embrace the app a bit more.

• 59% of 18–29 year olds use Instagram.



• 8% of people 65+ use Instagram.


Instagram Income Demographics

• 38% of adults who make less than $30,000 use Instagram.

• 37% of adults who make more than $75,000 use Instagram.

• 32% of adults who make $30,000–$49,999 use Instagram.

• 32% of adults who make $49,999–$74,999 use Instagram.


Twitter and Facebook are our primary Social Media Outlets

@MetroActionCommission

@MetroActionCommPresentation by The Metropolitan Action

Commission-Nashville, TN

@MetroActionCommission

EXAMPLES OF OUR TWO GEN/WHOLE FAMILY PUBLIC MESSAGING


Question


The average attention span of a human is 8 seconds.

The average attention span of a gold fish is 9 seconds


ACTIVITY


Changing Mindset/Branding Perspective


WHEN YOU HEAR THE WORD POVERTY, WHAT COMES TO MIND?

CHANGING THAT MINDSET OF WHAT POVERTY LOOKS LIKE TO EMBRACE THE

EVOLVING POPULATIONS WE SERVE

Increasing Visibility


Facebook Algorithms

• The new algorithm prioritizes active interactions like commenting and sharing over likes and click-throughs (passive interactions)—the idea being that actions requires more effort on the part of the user to gain higher quality and meaningful interactions. Rather than passively scrolling through the News Feed and occasionally pausing to “like” a photo or an article, Facebook wants users to be inspired to engage in conversations with each other.


• Organizations’ should create quality content focused on sparking conversations between users. Try including questions in your posts, or writing about timely, relevant topics that users are sure to engage in.

• Videos are still favored under the new algorithm, but live videos will be even more important. Live videos often lead to discussion among viewers on Facebook

• Local businesses connect with their communities by posting relevant updates and creating events.

• Quality content should already spark emotion in your followers. But, imagery and captions are important factors in engagement as well.

https://blog.hootsuite.com/facebook-algorithm/

Ways to keep interactions high with Social Media Algorithms!


This post did well on Facebook because:

• We knew the topic would be valuable to our audience of social media professionals.

• The caption accompanying the content provokes some emotions (relief, and inspiration to be great at your job).

• It comes across as trustworthy rather than sales-focused

https://blog.hootsuite.com/facebook-algorithm/


What is Geo-Fencing?


Increase Visibility

• Geofencing is a location-based service that triggers an action when a device enters a set location or geographic area . i.e. Coupons, notifications, engagement features, security alerts etc.


Increase VisibilityGEO- Fencing HS Video

https://youtu.be/8oSDlYLzsbc


Increase Visbility


Radio

Billboard

Newsletters

Social Media

Television

Community Outreach

Partnerships

Vyond- www.vyond.comPowtoons-www.powtoons.com

Canva- www.canva.comYoutube-www.youtube.com

Adobe Premiere Pro- www.adobe.comEmma- www.emma.com

Tools for Social Media


http://www.canva.com/

http://www.adobe.com/

People follow what they can connect too, be

passionate!!


Questions?


Lisa McCrady- [email protected] Mosey- [email protected]


Breaking the Cycle of Poverty in our Community. One Child, One Person, One Family at a time.

mailto:[email protected]

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introduce or re-introduce yourself to your community from the … · 2019-10-11 · thank you for...

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