AENC Marketing & Communications

AENC Marke+ng & Communica+ons Conference 2014

AENC Marke+ng & Communica+ons Conference – CarolinaBroadcas+ng.com

Download @ CarolinaBroadcas+ng.com

Who We Are

-‐  Rooted in NC Broadcas+ng -‐  Producers of NC SPIN -‐  Strategic Communicators

ü  Public Rela+ons ü  Public Affairs Messaging ü  Marke+ng & Adver+sing ü  Video Produc+on

We Help North Carolina Associa+ons, Trade Groups & Coali+ons Tell Their Story!


Associa+on Concerns

Leader Recogni+on

Freedom to Operate

Member Engagement


Leader Recogni+on

Associa+on Concerns

Do State Leaders, Influencers & Lawmakers Know:

-‐  Who We Are -‐  What We Do -‐  Why We Are Vital To North Carolina


Member Engagement

Associa+on Concerns

Do Our Members:

-‐  Perceive Value in Membership -‐  Ac+vely Engage in Associa+on Ini+a+ves -‐  Par+cipate in Telling Our Story


Freedom to Operate

Associa+on Concerns

Is Our Associa+on:

-‐  At Risk Due to Policy Ac+on -‐  Providing “Air Support” for GA Ground Game -‐  Employing Effec+ve Grassroots Strategy


Your Story

Leader Recogni+on

Freedom to Operate

Member Engagement

NC Leaders, Influencers & Lawmakers

NC Associa+ons Members

Communica+ons That Connect


State MoXo

Esse Quam Videri

“To be, rather than to seem.”



5 Be’s of Associa+on Communica+on

Be Aware


-‐  Demographics -‐  Poli+cs -‐  News. Noise. Making Connec+ons.


The environment in which you operate shapes what and how you communicate.

Projected Popula+on Growth

North Carolina Office of State Budget and Management County/City Popula+on Projec+ons

2030 Projected Population: 11,558,205 – 9.5% growth from 2020 projections

-  Natural Growth July 2020 – July 2030: 132,068 -  Net Migration July 2020 – July 2030: 867,388


Poli+cal Reality

Year 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 Governor State Senate State House

Year 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Governor State Senate State House

Republican -‐ Divided Government Democra+c -‐ Divided Government Democra+c -‐ Unified Democra+c Government Republican -‐ Unified Republican Government


Lots of new faces and ideas. You can’t assume they know your story.

-  Effec+ve Grassroots are a priority – Ge#ng your members engaged! -  Your GA team can’t touch them all…all the +me. “Air Support” for your ground game.


Local News Reality

▲“The State of News Media 2013 Report”, Pew Research Center’s Project for Excellence in Journalism *“Number of Americans Who Read Print -‐ Newspapers Con+nues Decline”, Pew Research Center, October 11, 2012 **“5 facts About the News Business Today, Amy Mitchell, Pew Research Center, March 26, 2014 1.“In Changing News Landscape, Even Television Is Vulnerable,” Pew Research Center, Sept. 27, 2012

23%: Percentage of Americans who say they read a print newspaper the previous day (down 18 points over the last decade)* Es+mated newspaper newsroom cutbacks in 2012 put the industry down 30% since 2000 and below 40,000 full-‐+me professional employees for the first +me since 1978▲

290: Local TV sta+ons changed hands in 2013, up from 95 in 2012** 25%: Percentage of the 952 local news sta+ons that do not produce their own original news content** The number of adults under 30 who are regular local news viewers has dropped from 42% in 2006 to just 28% in 2012.1


New Media Reality

46 M: Number of unique U.S. visitors to Blogger every month*

As of September 2013:✧

ü  71% of online adults use Facebook ü  17% use Instagram ü  21% use Pinterest ü  22% use LinkedIn

As of January 2014, 19% of online adults use TwiJer✧

9,100: Number of Tweets per second❖

6 B: Number of video hours watched each month on YouTube—100 hours of video are uploaded to YouTube every minute▪

*“The Blogconomy,” Social4Retail.com, Internet & Social Marke+ng For Retail ✧Social Networking Fact Sheet, Pew Research Internet Project ❖Sta+s+c Brain, TwiXer Sta+s+cs, Research Date: July 11, 2014 ▪YouTube StaNsNcs, YouTube.com

Be Inten+onal


-‐  Top Down Involvement -‐  Clarity & Consistency -‐  Plan Your Work. Work Your Plan.


Make appropriate investment of +me, talent and treasure. Not doing so is far too costly.

NC Academy of Family Physicians

Approach:

•  Proac+ve, suppor+ve messaging for “Responsible Medicaid Reform”

•  Built messaging plarorm for broader primary care provider involvement

•  Integrated earned and paid media •  Linked to grassroots strategy

Ini+al Outcome:

•  NCAFP invited to the table •  State leaders using their language •  Slowed pace and increased debate


Challenge: Medicaid Reform

Be Storytellers


-‐  Don’t Expect Others to Produce Your Story -‐  Be Proac+ve – Don’t Wait for a Crisis -‐  Be Heard in Places Your Stakeholders Frequent


Stories humanize your work or your issue. Stories connect.

Be Innova+ve


-‐  What’s Working? What’s Not? -‐  Consider Stakeholder Preferences -‐  Don’t Rush to Employ Every New “Plarorm”


“We’re so small we have to be innova+ve.”

-‐ Patrick Woodie, NC Rural Center

NC Animal Agriculture Coali+on

Approach:

•  Develop a branded plarorm for agricultural Q&A/educa+on

•  “Talk about the foods we eat & people that feed us.”

•  Spotlight on NC farmers and other “Food Voices”

Ini+al Outcome:

•  Farmers now realize importance of telling their story, proac+vely addressing concerns

•  Seeing up+ck in Social Media shares and support within ag community


Challenge: Agricultural Awareness

Be Effec+ve


-‐  What Are You Trying to Accomplish? -‐  How Do You Know if You Are Successful? -‐  How Do You Learn and Re-‐apply?


Communicate. Measure. Adjust. Communicate. Measure. Adjust.

Communica+ons That Connect


Use today to:

ü  Learn ü  Challenge ü  Reinforce

You have a great story to tell. Tell it!

Documents

AENC Marketing & Communications