Simple communications strategy overview presented to nonprofit and community organizations at the 2011 Ohio Clean Water Conference hosted by Ohio Environmental Council

1. Communications Strategy:
Marketing,
Marketing Messaging &
Social Media
Jennifer Doron
Director of Marketing &
Communication
C i ti
Ohio Environmental Council

2. Introduction
• What do YOU want out of
this session?
• Write down your questions.
If I don’t answer during
don t
presentation, then ask
during Q&A.
• We will cover:
Strategic Planning
Messaging
Social Media
Plenty of time for Q&A

3. Your Plan
ou la
• How do you know
y
where you are
going?
• Planning ahead
leaves time for
last minute
last-minute and
creates less
guesswork
• Can’t see what
you don’t measure

4. Sample Plans
• Size doesn’t matter!
doesn t
• Is it realistic?
• Be flexible.
B fl ibl
• Check monthly – are you on track?
• Update yearly – results and new plan

5. Key Elements
y
• Executive Summary (write it last)
• Any background info
• Strengths, Challenges
Strengths Challenges, Opportunities
• Audience (hint: it’s NOT the general public)
• Strategy
• Tactics
• Measurement

6. • Measurement – MUST DO
Goal: Clean Up Local Creek so Water Quality is X
by hi
b This Date
Strategy (one of them): Use 5 Volunteer
Coordinators to regularly monitor water quality
C di t t l l it t lit
of creek
Tactics:
Tactics Identify and train volunteers, Set up
volunteers
schedule of monitoring, Create easy-to-use
reporting tool

7. Measuring Results
• Goal: Clean Up Local Creek so Water Quality
is X by This Date
• Measurement: Water quality reports
• Timing: Every month until This Date
• Cost: Staff time to recruit and train
volunteers, some hard cost for consultant to
create web-based reporting system

8. Measuring Results
• Goal: 25% increase in valid (non-bouncing)
(non bouncing)
email list; average of 25% open rate for
e newsletter
e-newsletter
• Measurement: Increase in list; open rates
• Ti i
Timing: G stats at end of each month
Get d f h h
• Cost: Staff time

9. Messaging
• Make it personal with compelling stories
• Make it easy: what do you want me to do
– READ, DO, GIVE, TELL, ATTEND
• It’s not about your organization
It s
(hint: it’s like a date)

10. Samples
• Doing it right
• Could use some help
• Best practices – find on resources (last slide)

15. Social Media
• Don’t give in to peer pressure
Don t
• What is right for YOUR organization – social
media i another avenue, not th only one
di is th t the l
• Get the help you need
py
• Sample social media plan –additions
• B di
Branding

18. Social Media – one tactic with results
Tactic: Facebook
Tactics included:
•Update the current OEC Facebook page to reflect new branding.
•Create a Causes page on Facebook.
•Build our network through direct contact on Facebook, asking current ‘fans’ of our group
to invite others to join, and through e-newsletters and other materials.
•Populate the pages with photos, videos, and text as available.
•Engage OEC board and staff member to attract new fans.
•Send messages/updates at least every 10 days or as appropriate for Been updating
Send
wall/status about 3 times a week; sending direct messages to fans about once a
week.events, action alerts, hot issues, etc.
•Put link on homepage of our website.
•Research doing a targeted Facebook at for a Real Ohio Tour or Green Gala
Goal: Grow fans from current 30 to 200 (excluding staff/board) by end of the 2009.
Measurement: Number of fans
Achievements: 390 fans by end of 2009; averaging 15 fan interactions a month – good relative to
39 y 9; g g 5 g
how much time is spent posting/interacting on site; held a lunchtime training for staff about how
to use Facebook.
A free coupon for Facebook Ad space was used prior to the Green Gala and generated an
additional 99 referrals to our website. On average, we had 40 referrals a month from our
website average
Facebook page to our website.

19. Learn More
• Webinars, etc. are great, but don’t overdo it
don t
• 3 things
Resources:
http://waterwordsthatwork.com
http://waterwordsthatwork com Eric Eckl
www.nonprofitmarketingguide.com & blog All-Access Pass
www1.networkforgood.org/for-nonprofits & Katya’s blog
p y
www.nten.org – non profit technology – not too geeky
www.bethkanter.org

20. Thank YOU!
My info:
Jennifer Doron
Cell 216-236-4536
jennifer@theOEC.org
www.facebook.comg/OhioEnvironmentalCouncil
g/
www.twitter.com/OhioEnviro
Ohio Environmental Council
h l l
1207 Grandview Avenue, Suite 201
Columbus, OH 43212
(614) 487-7506
www.theOEC.org
h