Chapter Marketing, PR and Social Media

Kara Palmer Smith, M.S., CareerSource Capital Region

Jenni Stone, MHRM, SHRM-CP, PHR

Presentation Outline

• Components needed to build an effective marketing plan on a budget

• Building and leveraging community and media partnerships

What is Marketing/Plan?

• Customers

• Products/Services

• Public Relations

• Roadmap

Keys for a Successful Plan

• Goals and Objectives

• Target Audience

• Develop Campaign Schedules

• Plan of Action and Execution

• Follow Up and Analyze

Goals and Objectives

• How will you design the campaign?

• What is the purpose?

• SMART Goals

• Cost:

Target Audience

• Carefully define target audience

• Who do you want to reach?

• Cost

Develop Campaign Schedule

• Each plan will be different

• A different audience

• Cost $0

Plan of Action

• What communication vehicles will be used to get message across?

• Execution

• Cost:

Follow Up and Analyze

• Follow Up is Key!

• A good plan deserves follow up

• Cost:

Leveraging Media Relationships

• Earned Media

• Speaker’s Bureau

• Social Media

• Cost: $0

Building Partnerships• Media Partnerships

• Community Partnerships

Examples of Marketing Plans

Closing Remarks • Do’s and Don’ts

• Find what works best for your chapter

• Find a person that is designated to do marketing

• Don’t reinvent the wheel, lots of chapters already do it. Reach out!

• A great plan is not set in stone!

• Small budget but try to have at least $500

Contact

Kara Palmer Smith

Senior Director, CareerSource Capital Region

(Director, Public Relations, 2013 – 2017)

Email: Kpalmsmith@gmail.com

Twitter: KKPStweets and IG: Kpalmsmith

• Why should nonprofits focus on social media?• Fundraising• Brand recognition• Share news• Recruit volunteers• Member recruitment

• Set clear goals on what you want to achieve

• The audience you’re targeting

• Which social platforms you’ll be using

• A strategy to put that into place

Post interactive content to encourage engagement

Putting this type of content on your to-do list doesn’t mean you’ll have to spend hours creating a unique post. You could:

• Run Twitter polls

• Host a Q&A session through Instagram Stories

• Post a Facebook survey

Make it a Conversation!

Simply ask questions. Posts that end in a question mark vs. a period generate twice as many like, comments and shares, especially posts that start with “should” or “would.”

Create your own hashtag and build a strong following by getting involved

OR jump onto a popular hashtag and make it your own

...you’ll dominate hashtag the search feeds whenever your target audience clicks on it—especially if you’re using hashtags on Facebook, Twitter or Instagram.

• Listen and Learn

• Ask for Input

• Be conversational (and provocative)

• Be Timely (trending topics, hashtags, day)

• Encourage predictions

• Use hashtags

• Set up the future

Use visuals to drive website traffic

• Did you know that people are three times more likely to engage with Tweets that contain photos and videos?

• Facebook posts with images see 2 to 3 times more engagement

Check in daily and respond to questions

83% of Facebook users and 71% of Twitter users expect a response to their messages the same day.

Empower your advocates and cross promote your content

• Start a private group

• Promote through other communication channels

• Provide sample posts

Schedule social media content in advance

• Buffer-Scheduling tool

• Hootsuite-Scheduling tool

• Canva-Create graphics

• Pixabay-Free pics

Tips to grow your following

• Share content from other nonprofits

• Tag others

• Put social media buttons in emails

• Run a contecnt

Contact

Jenni Stone

HR Director, Partner, HR Shield

Webmaster, HR Florida State Council

Email: jenni.stone@hrflorida.org

Twitter: @HRRockstar1 and IG: JennaRocks7