One Voice, One Brand An Interactive Overview of Brand Communications Best Practices

Webinar 3 Driving The Brand

Prepared by

National Communications Committee 2010 – 2012

Link Cassandra H. Webster, National Chair

Link Veronica Spencer-Austin, Webinar 1: The Brand

Link Michele Jackson, Webinar 2: Leveraging The Brand

Link Kathy Wade, Webinar 3: Driving The Brand

Link Lorna C. Hankins, Webinar 4: Social Media – The Next

Level of Communications

April 24, 2012

Objectives

• Broaden awareness, understanding and utilization of The Links, Incorporated Brand and Communications best practices.

• Provide proven tools, templates and resources to ensure Chapter Branding and Communications success.

• Align The Links, Incorporated brand communication strategies and tools across Chapter, Area and National levels.

Four- Part Webinar Series

• Webinar # 1: The Brand – Defining The Links brand to position the organization within our

communities

• Webinar # 2: Leveraging The Brand – Our branding tools and how we use them

• Webinar # 3: Driving The Brand – What works and what doesn’t in managing The Brand

• Webinar # 4: Social Media - The next level of communication – Marrying technology & The Brand

•Cincinnati (OH) Chapter •Central Area Communications Chair •Arts Administrator and Jazz Vocalist •CEO, Learning Through Art, Inc.- non-profit performing arts educational organization celebrating 20 years of building community through art. •Performed three times for then candidate, now President Barak Obama. •“I met my late husband through the personals.”

Moral of the story:

It pays to advertise.

Link Kathy Wade

The programs of The Links, Incorporated drive the mission of our organization. It is imperative that we tell the story of our work in tandem and independently of promoting the events we develop to raise funds which implement our transformational, sustainable and replicable programs.

PROGRAMS DRIVE EVENTS

PROGRAMS

TRANSFORMATIONAL

SUSTAINABLE

REPLICABLE

EVENTS

IMPACT

Webinar 3: Driving The Brand Objectives and Outcomes

• Building the Team to Build The Brand • Work Tools Press Plan, Press Kit, Release and Template • Tips ◊ Tools ◊ Take-Away • Best Practices • Driving the Brand Deliverables

BUILDING THE TEAM

National President and Executive Council

Priority 6: Promoting the Brand

Area Communications

Chair & Committee

Chapter Communications

Chair & Committee

Chapter President and Members

Area Directors

National Communications

Chair & Committee

Work Tools

• Prepare Your Press Plan

• Build Press/Media Kit

• Assemble Media Template

• Compose Press Release and Media Alert

Incorporate key words and/or phrases from your

strategic plan when describing the impact of

your work

Press Plan

ADVANCE PREPARATION

•Prepare your Press Plan to begin 6-8 weeks in advance.

•Compile a list of all electronic, print and online media outlets in your area for distribution of the press release.

•Be sure to target all electronic and print assignment editors, writers, reporters, groups, relevant press offices, associations, organizations, universities and colleges, etc. for press release distribution.

•You should make contact with various media outlets prior to sending the press release that establishes a direct contact which will ensure interest and improve chances for coverage of the event/program.

•Secure pre-event electronic, print and online interviews and features to market the event.

DAY OF EVENT/PROGRAM

• Send Media Alert 72 hours in advance of the event/program.

• Resend the press release 24 hours in advance of the event/program.

• Follow-up with assignment editors to confirm day of coverage before 8 a.m.

• Write and prepare copies of Day of Event/Program Press Release for onsite distribution to attending press. See sample in The Links, Incorporated Communications Tool Kit.

• Make sure Chapter and/or Event/Program Communications Chair phone is charged and on to facilitate getting media story and video confirmations. Phone should be blackberry enabled for immediate response to any written questions day of event.

• Identify chapter spokesperson, Event/Program participant and any partner representative for onsite media interviews.

• Prepare a fact sheet for chapter spokesperson and review prior to Event/Program.

• Secure action photos day of Event/Program to accompany post stories.

• Collect all video footage and print articles to submit for Chapter reports to sponsors, partners and archives. Compile a Media Report capturing media impressions including circulation of print media featuring event/program, views at on-line stories, viewership of on-air electronic coverage and traffic from outdoor poster or billboard campaigns. Calculate the value of your media impressions.

Customize your media kit for various purposes. It should include any or all of the following:

• Press/Media Plan and Campaign. • Press Release(s) – The driving component of your Press Kit. It is your Calling Card. • Backgrounder The Links, Incorporated Case Statement Chapter History • Biographies of your President and/or other key chapter members. Do

not confuse a bio with a resume. • Photograph(s) – studio produced headshots of key members and

action photo(s) of chapter members engaged in service activities. • Brochures, newsletters, and program synopsis. • Copies or hyperlinks of Chapter newspaper articles on activities. • List of anticipated questions and answers.

The content of your Press Kit is KEY – Make a credible lasting.

BUILDING THE PRESS/MEDIA KITS

• Release Headline

• Who – Presenting Organization

• What – Event or Program Include quote from Chairs on impact or significance of the event/program.

• When - Date

• Where - Location

• How Much – Cost of Admission

• Why – Purpose and Benefactors Include quote from Chapter President tying event outcomes to enhancing chapter

program impact utilizing key words/key phrases from Links Branding Strategy and/or Chapter Strategic Plan. Site simple statistics of program impact if applicable.

• Partners/Sponsors – Collaborators and Underwriters Consider a quote from key partner, sponsor or collaborator.

PRESS RELEASES

Impactful Headline - This is a double headline:

Azalea (GA) Chapter of The Links, Incorporated Provide “Go-Healthy” Facts for

Cascade United Methodist Youth The Links, Incorporated Partner with American Health Association

Less Impactful Headline The Links Host Luncheon for Youth of Cascade United Methodist Church

Impactful Headline: Domestic Violence Issues Focus of Little Rock (AR) Chapter of

The Links, Incorporated 50th Anniversary Celebration

Less Impactful Headline Members of the Arkansas Chapter of The Links, Inc. Hold “Ladies In Hats”

Luncheon

HEADLINES

The Release Headline is your first impression of your event to the media. It

must be clear, concise and engaging. It is your Call Out to the Media!

HEADLINE

XYP (ST) Chapter of The Links, Incorporated Host

Closing The Achievement Gap Forum

WHO

HEADLINE

City, State -- The XYP (ST) Chapter of The Links, Incorporated, in partnership with the Kettering

Foundation… Host/Presenter: hosted by the XYP (ST) Chapter of The Links, Incorporated

WHAT

…will host the first educational initiative public forum, Confronting the Achievement Gap…

What Is This: an interactive session opened to the public. Confronting the Achievement Gap is the

Central Area’s Education Initiative preparing area chapters to present forums throughout the Midwest

addressing this critical issue in education.

Include quote from Chairs on impact or significance of the event/program.

Quote from Chapter President or Education Chair: Teree Caldwell-Johnson, Central Area Director,

The Links, Incorporated, CEO of Oakridge Neighborhoods and Des Moines School Board member said,

“With the widening gap between majority and minority students, it is clear that schools cannot shoulder

the entire task of educating the next generation. The success of all our children requires something

more from us all and the issue forum sets the stage for the community to weigh in on this important

matter.”

HOW MUCH

Cost: Free Admission

WHERE

Date Saturday, October 2 from Time 10:30 a.m. - 12:30 p.m.

Location: Des Moines Marriott Downtown in the Des Moines Room.

WHEN

WHY – Purpose and Benefactors

Benefits of Participation: The event will provide training to all attendees on hosting a public

educational forum in their respective communities to create meaningful dialogue resulting in

sustainable actions and activities to address this ever increasing achievement disparity.

PARTNERS/SPONSORS – Collaborators and Underwriters

Partner Information and Background: Carolyn Farrow-Garland, a program officer who

specializes on projects involving the public, public citizens, public schools and higher

education, will lead the Kettering Foundation Team.

Media Contacts:

Name, Cell Phone, Blackberry Enabled

Kathy Wade, 513.555.7228, Blackberry Enabled

For Immediate Release:

DATE

HEADLINE

CITY,STATE -- BODY OF RELEASE WITH WHO, WHAT, WHEN, WHERE, COST, WHY, QUOTES,

PARTNERS/COLLABORATORS/SPONSORS, BENEFACTORS, ADDITIONAL INFORMATION.

FORMATTING PRESS RELEASE

Masthead

FORMATTING PRESS RELEASE

Be sure to include the information format below in your release. This can also

serve as your separate Media Alert and include who, why and cost on one page.

WHAT: Confronting the Achievement Gap, hosted by the Des Moines (IA) Chapter of The

Links, Incorporated

WHEN: Saturday, October 2, 2010

10:30 a.m. -12:30 p.m.

WHERE: Des Moines Marriott Downtown

700 Grand Avenue

Des Moines, Iowa

INCLUDE SPONSOR LIST HERE: The Forum is generously sponsored by LTT, Inc., Duke

Partners, ABC, Inc. and TXZB Unlimited.

About The Links, Incorporated The Links, Incorporated celebrates 65 years as a women's volunteer service organization committed to enriching, sustaining and ensuring the cultural and economic survival of African-Americans and other persons of African-American ancestry. A premier international service organization with more than 12,000 members in 274 chapters located in 42 states, the District of Columbia, and the Commonwealth of the Bahamas, its legacy of friends providing service that changes lives, established by the original circle of nine friends in Philadelphia, Pennsylvania in 1946, is alive and well. With over 2 million service hours recorded in the past three years, members regularly contribute more than 500,000 documented service hours in their respective communities annually. The Links Foundation, Incorporated, the philanthropic arm of The Links, Incorporated, has made more than $24 million dollars in charitable contributions since its founding. Working closely with its sponsors and supporters, The Links, Incorporated is focused on creating transformational programming and impacting lives in communities of color in Services to Youth, The Arts, National Trends and Services, International Trends and Services, and Health and Human Services to improve the quality of life for individuals, families and communities. The Links, Incorporated: ‘Linked in Friendship – Connected in Service’. For more information, visit www.linksinc.org The XYP Chapter of The Links, Incorporated is (statement about the Chapter mission and/or membership with chapter website)

### Indicates end of release

Include how and who to contact for interviews and photographs. To arrange interviews or photographs please contact the following: Name, Chapter, Title, Phone Number, Blackberry Enabled Courtney Greene, Des Moines (IA) Chapter, Communications Chair, 515.555.0918 Kathy Wade, Cincinnati (OH) Chapter, Central Area Communications Chair, 513.555.7228

FORMATTING PRESS RELEASE

INCLUDE THE LINKS, INCORPORATED CASE STATEMENT

TIPS ◊ TOOLS ◊ TAKE-AWAY

Pre - Event

Day of Event

About The Links, Incorporated and The Links Foundation, Incorporated

The Links, Incorporated celebrates 65 years as a women's volunteer service organization committed to enriching, sustaining and ensuring the cultural and economic survival of African-Americans and other persons of African-American ancestry. A premier international service organization with more than 12,000 members in 274 chapters located in 42 states, the District of Columbia, and the Commonwealth of the Bahamas, its legacy of friends providing service that changes lives, established by the original circle of nine friends in Philadelphia, Pennsylvania in 1946, is alive and well. The members of The Links, Incorporated are influential decision makers and opinion leaders. The Links, Incorporated has attracted many distinguished women who are individual achievers and have made a difference in their communities and the world. They are business and civic leaders, role models, mentors, activists and volunteers who work towards a common vision by engaging like-minded organizations and individuals for partnership. With over 2 million service hours recorded in the past three years, members regularly contribute more than 500,000 documented service hours in their respective communities annually. The Links Foundation, Incorporated, the philanthropic arm of The Links, Incorporated, has made more than $24 million dollars in charitable contributions since its founding. Working closely with its sponsors and supporters, The Links, Incorporated is focused on creating transformational programming and impacting lives in communities of color in Services to Youth, The Arts, National Trends and Services, International Trends and Services, and Health and Human Services to improve the quality of life for individuals, families and communities. For more information, visit www.linksinc.org

CASE STATEMENT

CINCINNATI (OH) CHAPTER OF THE LINKS, INCORPORATED BACKGROUND BROCHURE

• How to establish: Contacts through your Communications Team. Make a list of major media outlets in your city and introduce yourself and organization prior to beginning your campaign. Know the lay of the land!

• What to ask for in partnership: Produce Public Service Announcements, on-air

interviews, editorial coverage, features, day of coverage, talent for event, etc. • How to negotiate a media win-win: Do your homework and make sure you remain

relevant with current affairs and strategies to media outlets. Preparation will foster great win-win results.

MEDIA PARTNERS AND COLLABORATIONS

Road To…

PROGRAM CAMPAIGN Capture Action Photos

BEST PRACTICES: Media Campaign in Action

Photos from Operation Recovery: Giving From the Heart of Linkdom, Central Area Conference, July, 2011, St. Louis, MO

(L-R) Link Margot James Copeland, Cleveland (OH) Chapter, National President; Link Jeannine Quick Frasier, Columbus (OH) Chapter and

Link Jan Collins-Eaglin, Lansing/East Lansing (MI) Chapter, Dean, Scott-Hawkins, Co-Hort IV

BEST PRACTICES: Media Campaign in Action

Cincinnati (OH) Chapter

presents…

BEST PRACTICES: Media Campaign in Action

Still shots from the :30 PSA produced by CBS affiliate , Local 12 – WKRC TV, Cincinnati, OH. Left still became the event postcard.

DRIVING THE BRAND DELIVERABLES WHAT WE LEARNED

How to prepare the Press Plan.

When to begin the Press Plan.

What I need in my Media Kit.

How to write a winning press release.

What to include in my press release.

How to decide on a headline for the press release.

What is a case statement.

Where the case statement goes in the press release.

Who is the Chapter, Area and National spokesperson for The Links, Incorporated.

Where quotes should be included in the press release.

Who should provide the quotes in the press release.

Where to place the sponsors, collaborators and/or partners in the press release.

What contact information should be included in the press release.

Where the contact information should be placed in the press release.

Where to place the request for information, interviews and/or photos in the press release.

How to identify and work with Media Partners.

How to create a win-win press campaign.

One Voice. One Brand. An Interactive Overview of Brand Communications Best Practices

Webinar 3 Driving The Brand

Prepared by

National Communications Committee 2010 – 2012

Link Cassandra Webster, National Chair

Link Veronica Spencer-Austin, Webinar 1: The Brand

Link Michele Jackson, Webinar 2: Leveraging The Brand

Link Kathy Wade, Webinar 3: Driving The Brand

Link Lorna C. Hankins, Webinar 4: Social Media – The Next

Level of Communications

April 2012

One Voice, One Brand An Interactive Overview of Brand Communications Best Practices

More Questions on Driving The Brand? E-mail to :

Link Kathy Wade centralareacpr@yahoo.com