presentation: marketing 101
TRANSCRIPT
Telling Our Story Madeline Koch, Director of Communications at DEED
Telling Our Story - Agenda
I. My Approach to Communications II. Opening Questions for the Group III. Where We Are Now IV. Where We Want to Be V. How to Get There VI. Introduction of the Team
Introduction – My Approach 1. Analyze Data 2. Get to know (and trust) my team
3. Decide on a Plan 4. Execute!
Lesson Learned – My Goal Today
What I see in the way we
communicate today
Share my lessons learned
Tools that may be helpful to tell our story in the futre
Workforce Centers in MN: Telling Our Story
Who is our audience?
How are we reaching them?
Example: How are we telling our story?
• Career Fairs • Workshops/Training • General Counsel • Legislative Support
Job Seekers
• Social Media • Newsletters • Collateral materials (signage) • Word of mouth
The Disconnect of Social Media
The Disconnect of Social Media
Social Media Accounts - All of DEED Number Audience Facebook Accounts 9 600
Twitter Accounts 27 210
YouTube Accounts 5 20
Total Audience via Social Media 41 830
DEED Main Accounts Number Audience Facebook Accounts 2 1,844
Twitter Account 1 4,700
YouTube Account 1 1,400
Total Audience via Social Media 4 7,944
VS.
Communications Tools (We Know About)
Newsletters - All of DEED Number Audience
Newsletters from DEED Quarterly: 2 1,250
Newsletters from DEED Monthly: 6 12,650
Workforce Center Newsletters Annual: 12 9,230
Workforce Center Newsletters Quarterly: 5 1,316
Workforce Center Newsletters Monthly: 10 1,408
Workforce Center Newsletters Weekly: 13 1,100
Total Audience via Newsletters 48 26,954
DEED Main Account Number Audience DEED Roundup 1 35,000
Total Audience via Roundup 1 36,000 and growing!
External Communication: Where are we now?
Examples of Newsletters • Workforce: Career Connection • Workforce: WIB Newsletter • Dislocated Worker: Partner Express • Dislocated Worker: Minnesota TAA Newsletter • SBDC: Small Business Notes • State Services for the Blind: Radio Talking Book
Newsletter • Adult Career Pathways: Minnesota FastTRAC
DEED Internal Tools for External Outreach – The Roundup: 35,901 Subscribers
DEED Internal Tools for External Outreach – The Roundup: 35,901 Subscribers
DEED Communication Tools: New Website!
DEED Communication Tools: New Website!
DEED Communication Tools: New Website!
DEED Communication Tools: New Website!
DEED Communication Tools: New Website!
The How: • There are nearly 50 WorkForce Centers • 117,000 unique visitors from June 2012-2013 • 75,000 workshop attendees The Why: • Our mission: To enhance the economic success of
individuals, businesses and communities by improving opportunities for prosperity and independence.
Our Message and Our Story
Introduction – Communications Team
Madeline Koch, Director
Laura Winge – Creative Director
Website and Social Media
Graphics
Photographer and
Videographer
Jo Iverson, Events and Marketing
Writing Team
Events
Laura Winge | Creative Director Department of Employment and Economic Development 1st National Bank Building, 332 Minnesota Street, Suite E200 St. Paul MN 55101 Direct: 651-259-7173 Email: [email protected]
Jo Iverson | Marketing Director Minnesota Department of Employment and Economic Development Direct: 651-259-7165 Email: [email protected]
Communications Team Capabilities
• Budgeting and logistics • Design collateral Events
• Press releases, speeches, blogs • Media relations
Communication (Traditional)
• Facebook, Twitter, LinkedIn, YouTube, Blogs Social Media
• Trade Shows, Website Design and Development, Branding Marketing
We Want to Help
Our Lessons Learned
Our Talent
Our Tools
Madeline Koch | Director of Communications Department of Employment and Economic Development 1st National Bank Building, 332 Minnesota Street, Suite E200 St. Paul MN 55101 Direct: 651-259-7236 Cell: 651-398-9459 www.PositivelyMinnesota.com
Questions?