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Shonali Burke, ABCPresented at PRSA Alaska
July 21 & 22, 2010
“S” IS FOR STRATEGY:CHARTING COMMUNICATION IN THE DIGITAL AGE
Cartoon: HubSpot, Flickr (CC)
Fundamentals of Planning
Smithsonian’s National Portrait Gallery
First-ever Outwin Boochever Portrait Competition (2005-2006)
Courtesy: National Portrait Gallery
What was the problem?
• NPG perceived as outdated• Lack of connection with today’s artists• Portraiture not perceived as “cool” or “hip”• Aimed to reach emerging & mid-career
artists• Needed to secure 2,000 entries for the
contest to be viable
Courtesy: National Portrait Gallery
What We Did
• Media outreach• Media buy• Direct mail• “Portrait of an Artist”
Results• Changed creative• Impacted tactics &
collateral• Influenced media buy• Influenced media
outreach• Net-net: 4,000+
entries (double goal)
Courtesy: National Portrait Gallery
A Good Foundation Doesn’t Change
Communicator, SWOT Thyself
Strengths Weaknesses
Opportunities Threats
What internal factors add value to the organization? Services? Thought leadership? Financial base?
Positives Negatives
What are the organization’s internal value-destroying issues? Low morale? Bad reputation? Lack of vision/leadership?
What can add value to the organization from the outside? Weak competitors? Growing marketplace? Technology?
What external negatives threaten the organization? Change in government? Change in audience? Technology?
Internal
External
Take a Snapshot
From Snapshot to Strategy
KPIs… What The @#*!
“… a measure of performance used to help an organization define and evaluate how successful it is, typically in terms of making progress towards its organizational goals.”
~ Wikipedia: http://en.wikipedia.org/wiki/Key_performance_indicators
Key Performance IndicatorsTrack effectiveness of
your program against business objectives, e.g.:o Web traffico Subscriberso Saleso Donationso Membership
Image: Art by Steve Johnson, Flickr (CC)
KPIs Business Objectives
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
Janu
ary
Febru
ary
Mar
chApr
ilM
ayJu
ne July
Augus
t
Septe
mbe
r
Octobe
r
Novem
ber
Decem
ber
Exp
osur
e
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
Web
site
vis
itors
Overall exposure Web traffic
Courtesy: KD Paine & Partners
KPIs Business Objectives
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
Janu
ary
Febru
ary
Mar
chApr
ilM
ayJu
ne July
Augus
t
Septe
mbe
r
Octobe
r
Novem
ber
Decem
ber
Exp
osur
e
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
$1,600,000
$1,800,000
Don
atio
ns
Overall exposure
Online donations
Courtesy: KD Paine & Partners
Launch of the ASPCA’s “Mobile Animal CSI Unit”
Tactics
• Micro-site featuring a “pledge to fight animal cruelty”, www.fightcruelty.org
• Aggressive media outreach• Integrated social media & internal
communications• Postings on ASPCA’s online community, MySpace
and Facebook pages• Pre- and post-surveys to gauge post-launch and
campaign awareness
Results• Secured earned media coverage in all top 50 DMAs (goal):
o Print: 2.3 million+ impressionso Radio: 7.5 million listenerso TV: 16,000,000+ viewers
• Raised Web traffic by >22% over November (more than double goal of 10%)
• Secured 4,700 new registered users via signing of Anti-Cruelty pledge: 56% > goal (3,000)
• Pre- to post-survey awareness 28%• Expense budget: $130,000• CPI: $.10
The Importance of Messaging
http://www.youtube.com/watch?v=bnCHCcveteA
Cartoon: HubSpot, Flickr (CC)
And Now We Have Social…
The Craziness of Social
Image: Masonite Burn, Flickr (CC)
… and Listen
“Question”
“Answer”… Sort Of
Imag
e: E
rlend
Aas
land
, F
lickr
(C
C)
Monitoring
Measurement
≠
“Getting a Seat at the Table”
Image: oskay, Flickr (CC)
Questions?
Thank you!
Where you can find me:
E-mail: info@shonaliburke.comTwitter: @shonaliBlog: www.WaxingUnLyrical.comWeb: www.shonaliburke.comSkype: sburke15
Image: Håkan Dahlström, Flickr (CC)
Title slide image: teachernz, Flickr (CC)
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