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Summer Communications and Media Planning. Kevin Martone Technology Program Manager JCamp 180 kevin@hgf.org. Thanks to Debra Askanase ( www.communityorganizer20.com ) for much of this session content. Today’s Agenda. Year-Round Communications Plan Summer Communications Plan - PowerPoint PPT Presentation
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Sum m e r Com m uni cations a nd Me di a P l a nn i ng
Kevin MartoneTechnology Program ManagerJCamp 180kevin@hgf.org
Thanks to Debra Askanase (www.communityorganizer20.com) for much of this session
content.
• Year-Round Communications Plan
• Summer Communications Plan
• Summer Media Checklist
Today ’s Agenda
First Step?
Year-Round Communications Plan
Year-round communications at-a-glance
Social media channel
Desired frequency
Who implements Conversation topics/content
Facebook pages 2 – 3x/week, monthly community content
Camp Director, support staff
Facebook groups 2x/month Alumni
Mini-Facebook campaigns
January (new camper registration), December (fundraising)
RegistrarCommunications coordinator
Blog posts 2x/month Director – 1xAlumni– 1x
Vimeo 2x/month Communications director
Pinterest 1x/month fresh content
Linkedin company page
Post update monthly, encourage sharing
Assistant Director
Year-round communications at-a-glance
JCC Ranch Camp year-round communications
Lightbox Collaborative sample calendar
Your Communications Tools
• Website• eNewsletters – for
various audiences• Social media
• Traditional mailings• Events• Phone calls and in-
person meetings
• Other?
Exercise: Major Camp Communications
Fundraising LettersEnrollment
emailsHoliday greetingsAlumni communicationsStewardship
Others?
Summer vs. Winter
http://www.flickr.com/photos/93896575@N00/698692268/
Summer is Unique
Captive audienceChanging audienceVisitors
Staff - create content
Summer is a Unique Communications Opportunity
Always Start with Your Goals
Possible SMART Goals:1. Increase parent satisfaction with communications2. Increased alumni attendance at reunion, alumni day3. More camp tours for potential families4. More camp tours for potential donors5. Earlier re-enrollment 6. Change internal culture: implement a few core social media
tools, test messaging, tweak7. Others?
How might this differ from winter communications?
Think About Pre- and Post- Camp Too
Pre-CampApril-June
During CampJune-August
Post-CampAugust-September
Strategies:
Possible Goals:•Excite campers•Reaffirm parents’choice•Fill remaining slots•Invite parents and donors to camp•Internal: training, messaging, systems-building•Internal: find guest content creators
Possible Goals:• Increase current
parent satisfaction• Host parents and
donors on camp visits • Share stories and
testimonials from camp• Gather specific content
for use during fall/winter/spring
Possible Goals:• Extend camper happiness
towards re-enrollment• Engage current parents as
recommenders• Move prospective families
towards enrolling• Continue
cultivation/stewardship activities
• Review summer communications – make changes for year-round and next summer
Consistent, focused methods of outreach that will carry through
• Staff training & allocation of communications responsibilities
• Facebook• Blogs
Tools:
• Email• Photos/Video• Other
Summer Communications Calendar
http://www.flickr.com/photos/marcovdz/5880590735/in/photostream/
GUCI Summer Communications Calendar
Emailed a Communications Brit to their Families promising:
– Blog – Minimum 3/Week– Video- Minimum 3/Week– Bunk1- 75 photos/day (excluding Shabbat)– Twitter- Daily Cabin Updates– Shabbat email from Director (simultaneously
posted as blog)
– Facebook: Used as a Curator
URJ Camp George Summer Season Plan
Don’t Wait! Get Content Before Camp
Who’s Doing What?
• Photographers• Videographers• Bloggers• Social media updates• Media checklists
http://www.flickr.com/photos/thomashawk/413634446/in/photostream/
• Camp Director• Program Directors• Alumni Relations• Jewish Life/ Rabbi• Executive Director• Board Members• Communications
Coordinator
Who’s In Charge of What? Assigning Responsibilities
Who Knows How To Do What?Don’t forget about TRAINING!
• Bloggers• Guest bloggers• Social Media• Video/Photos• Media Checklist
The Critical Job:Communications Coordinator
– Role: Making sure that communications are on time
• Assign a pre-camp central communications coordinator and coordinators during the summer
• This person will coordinate the summer communications plan:• Receive, review, and post all blog posts from guest bloggers• Ensure all eNewsletters, direct mail, social media and other communications
on summer plan are posted.• Upload weekly photos from camp to the website• Track the collection of photos, videos, stories, testimonials and other content
for year-round communications. (Summer Media Checklist)
Exercise: Summer Content Planning
Guest blog postsBunk updatesAlumni outreachDonor stewardship
Camp VisitsOthers?
Back to Your
Year-Round Communications Plan
What Content Can You Capture During the Summer for the Rest of the Year?
Stewardship/Fundraising
Create a Summer Media ChecklistCheck when complete
Type of content Names of people in photo/video
Location + description
Photos - Create a sub-list- Places at camp- Adult/counselor interactivity- Special places- Camp leadershipVideo- Camp plays- Testimonials- Alumni visits- Special occasions- Signature eventsMP3- Campfire songs- Shabbat songs
Special occasion or holiday-related photos/videos
Stories/Testimonials
Check when complete
Type of content Names of people in photo/video
Location + description
Exercise: Summer Media Checklist
Holiday videos/photos
Parent TestimonialsThank you
videosAlumni PhotosCamp Countdown PhotosOther?
What Did You Learn? Insights? Next Steps?
Sum m e r Com m uni cations a nd Me di a P l a nn i ng
Kevin MartoneTechnology Program ManagerJCamp 180kevin@hgf.org
Thanks to Debra Askanase (www.communityorganizer20.com) for much of this session
content.
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