publicize, promote and plug your programs
DESCRIPTION
(10/3/2011) –Are you ready to ratchet up the way you publicize your program, communicating the right offerings to the right people at the right time? Whether you’re trying to increase workshop attendance, sign more customers up for a newsletter or advertise a new set of educational materials, here’s your opportunity to learn how to craft the right promotions mix. In this session, discover new ways you can use news media outlets, social media channels and marketing materials to get the word out about your programs. You will learn best practices for publicizing your programs using Extension tools that will help you get the job done faster and more effectively.TRANSCRIPT
Publicize, Promoteand Plug Your Program
Julie ChristensenAimee Viniard-Weideman
Program Conference, Oct. 3-5, 2011
It’s about influence
Awareness Attitude Action
Communications continuum
What’s in your promotions mix?
• News media• Social media• Marketing and education materials
Today’s changing landscape
Traditional distribution model
pr with press release
journalistbroadcast and print
consumers
Source: Pitchengine.com
Modern model
pr with social media release and rich social
content
journalists
consumers
bloggers
influencers
shared to more
influencers: friends, fans,
followers
Source: Pitchengine.com
Fundamentals remain same
• Who’s your audience?• What’s your message? • What are you asking them to do?
News media: 3 things you can do
1. Write a news release
2. Conduct an interview
3. Pitch a success latest story
It’s not just a news release
It’s a chance to position your program!• Tie it back• Include a call to action• Insert boilerplate language
News release: Call to action
News release: Boilerplate language
Interviews are publicity opps.
Interviews: What can you do?
1. Make yourself available
2. Provide your Extension title + website
3. Find out topics they cover
Pitch a story: Find the influencers
www.Google.com/NewsClick on “Advanced news search”
Pitching: Google News search
Pitching: Search results example
Pitch a story: What can you do?
1. Find the influencers
2. Send a short, compelling message
3. Follow up in 4-5 days
News media summary
1. Write a news release
2. Conduct an interview
3. Pitch a success latest story
Social media use
• Facebook has > 800 million active users• Average Facebook user has 130 “Friends”• 8% of Americans use Twitter
Social media: 3 main stages
• Listen first, and never stop listening• Engage with purpose• Lead
Social media: How can you listen?
1. Be authentic
2. Find the right conversations
3. Find the influencers
Listen: Be authentic
Listen: Be authentic
Listen: Find right conversations
• RSS-based monitoring dashboards• Twitter key-word searches• Blog search tools
Listen: RSS-based monitoring
www.Google.com/Reader
Listen: Twitter key-word search
TweetDeck search,“farm to school Minnesota”
www.TweetDeck.com
Listen: Blog search example
www.Blogsearch.Google.com
Listen: Identify the influencers
Listen: Quantify influencers
Score or rank
Review criteria
www.PeerIndex.com
SM engagement numbers!
• It’s not about who has the most followers, fans, likes or check-ins!
• “… the real question is about figuring out what we’re trying to accomplish.” –Brian Solis
How can you engage?
1. Join conversations
2. Share your expertise—for free!
3. Ask for input
Engage: Share your expertise
Engage: Join conversations
“The task of simply showing up to the table is honestly, child’s play…” –Brian Solis
Engage: Ask for input
Engage: Ask for input
Engagement best practices
1. Devote time to individual relationships
2. Celebrate those who celebrate you
3. Strike a balance: 80% conversational + 20% promotional
Social media leaders
• They actively participate• They offer many ways to connect• They deliver excitement
Sources: Dave Kerpen, Likable Social Media; Patricia Redsicker, Social Media Examiner; Brian Solis, Engage
Leaders actively participate
Leaders offer ways to connect
Leaders deliver excitement
Social media summary
• Listen first, and never stop listening• Engage with purpose• Lead
What’s in your promotions mix?
• News media• Social media• Marketing and education materials
Isn’t print dead?
NO
And … so much more• Print• Electronic• Online
Fundamentals remain same
• Who’s your audience?• What’s your message? • What are you asking them to do?
Communications Continuum
Awareness Attitude Action
Communications Continuum
Awareness Attitude Action
You exist• Education• Research• University• Extension
Communications Continuum
Awareness Attitude Action
Positive• Trustworthy• Useful• Accessible
Communications Continuum
Awareness Attitude Action
What do you want them to do?• Register for class• Newsletter signup• Volunteer• Visit website
Convey the Brand…. …. it’s more than a logo
• Perception– Their perception, not ours– Extension: Trustworthy and Useful
• Experience– Easy to read and understand– Quality design and writing – Valuable information
What makes it effective?
Good Design• Communicates the Brand• Functional for the User• Prioritizes Information• Delivers Messages
What makes it effective?
Good Content• Headlines that attract attention• Photos that reinforce the message• Writing that is concise and editted• Call to Action that is clear
Extension Tools to Help You
• Power Point• Fact Sheets• Brochures• Post Cards• Curriculum• Reports• E-newsletters
Extension Templates
• Power Point• Fact Sheets• Brochures• Post Cards• Curriculum• Reports• E-newsletters
Checklist
University identityExtension identityRelevant infoQuality designCall to ActionContact InfoCopyright
Extension Fact Sheet Templates
Power Point Templates
Extension Email BannersThin Banner Versions
Thick Banner Versions
Two-Line Versions
Tri-fold Brochure
Quad-foldBrochure
Newsletter
Postcards
Bookmarks
Websites
What makes it effective?
Good Design• Communicates the Brand• Functional for the User• Prioritizes Information• Delivers Messages
What makes it effective?
Good Content• Headlines that attract attention• Photos that reinforce the message• Writing that is concise and editted• Call to Action that is clear
What can you do?
Checklist
Know your audienceKnow your purposeUse the templatesEdit, Edit, EditAsk for feedback
Ask yourself … … or better yet, ask someone else
• What is it?• Who is the audience?• What is the value to the audience?• Who is it from?• What do they do now?• Who can they contact?
Publicize, Promoteand Plug Your Program• Julie Christensen, Extension Public Relations Manager
email: [email protected]
twitter.com/jrchris
• Aimee Viniard-Weideman, Extension Assistant Dean for Communicationsemail: [email protected]
• Extension organizational social media accountstwitter.com/UMNExt
facebook.com/UofMNExt
Youtube.com/UofMNExt