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Building a Marketing/
Communications Plan that Works
2011 MCAN ConferenceApril 13, 2011
Elyse WalterMichigan Community Service Commission
Overview of Presentation
O IcebreakersO Media RelationsO Social MediaO General Marketing/OutreachO Putting it all together O Questions
Icebreaker #1 – Communications & Social
Media “Quiz”
Icebreaker #2 - Evaluation
O What marketing and/or communications activities are you currently doing on a regular basis?
O Are those activities working – are you seeing results?
O What marketing and/or communications activities are you NOT currently doing on a regular basis?
Media Relations – BasicO Build relationships with local media
outletsO Share news (informally)O Be prepared to talk about news
Media Relations - Intermediate
O Basic activitiesO Press ReleasesO Media AdvisoriesO Enhance your media relationships
Media Relations - Advanced
O Basic & Intermediate activitiesO Editorial/press release calendarO Non-traditional tools
O Photos with captionsO Op-edsO Letters to editor
O Continue to advance media relationships
Things to think about…. Media
Relations
Social Media - BasicO Do your homework: which tools will
work for you?O FacebookO Twitter
O Just try one!O How to use?
Social Media - Intermediate
O Basic activitiesO Could you incorporate another tool?
O BlogsO YouTubeO Photo sharing sites
O Build your audiences
Social Media - Advanced
O Basic & Intermediate activitiesO Monitor the impactO Develop messaging
calendar/timelineO Continue to build your audiences
Things to think about….
Social Media
General Marketing/ Outreach - Basic
O Website?O Outreach publications
O FlyersO BrochuresO Posters
General Marketing/ Outreach -
IntermediateO Basic activitiesO Electronic publications/outlets
O EmailsO E-newslettersO Articles
General Marketing/ Outreach - AdvancedO Basic & Intermediate activitiesO Organization-specific design
elementsO LogoO Letterhead
O Develop and/or enhance distribution methods
Things to think about….
General Marketing/ Outreach
Putting it all together!O Creating your
marketing/communications planO Determine your activitiesO Set goals for activitiesO Set timelines for activitiesO Make “to do” lists for activitiesO Get buy-inO Get to work!
O Evaluation
Questions?
Elyse V. WalterCommunication Specialist
Michigan Community Service Commissionverberkmoese@michigan.gov
(517) 241-0063Twitter: @walterej
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