Communications and Marketing Metrics

COMMUNICATIONS & MARKETING

Five Strategic District Goals

Leader/Model Organization

Sustainability

Community/Public Outreach and Engagement

Natural and Cultural Stewardship

Connecting People to Nature

C & M Goals • Enhance the brand, reputation and visibility of the District.

(Aligns with District goals 1, 3, 5)



• Foster better internal engagement between Commissioners, employees and key stakeholders. (Aligns with District goals 1, 2)




• Establish FPDDC as a local, regional and national resources center for nature-related information. (Aligns with District goals 1, 4)





• Enhance customer service. (Aligns with District goals 1, 3, 5)






• Establish a consistent volunteer service training program. (Aligns with District goal 5)






• Establish a consistent volunteer service training program. (Aligns with District goal 5)

• Establish a fundraising and development plan that complements the Friends Foundation plan. (Aligns with District goal 2)

Work Plan Process

Goals

Strategies

Objectives

Tactics

Internal Target Audiences • Employees (numbers)

• Volunteers (numbers)

External Target Audiences

Men ages 35 – 54 with children

Women ages 35 – 54 with children

Younger people between 18 – 34 without children

GOAL 1: Enhance the brand, reputation and visibility of the District

Strategies

• Leverage traditional, social media and networking opportunities to generate an increase in awareness of the District, its facilities and initiatives.


Strategies


• Establish an experiential brand by providing a relevant and consistent set of stories/messages across all platforms and channels. Set of experiences: time out; utilitarian, inspiration, make me smarter.


Strategies



• Ensure the stories/messages are all told in a way that resonates with our identified audiences.


Strategies



• Ensure the stories/messages are all told in a way that resonates with our identified audiences.

• Integrate the stories/messages into the District’s touch points.

GOAL 1: Enhance the brand, reputation and visibility of the District Strategy: Leverage traditional, social media and networking opportunities to generate an increase in awareness of the District, its facilities and initiatives.


Objectives • Use public relations tactics to help increase positive traditional media

coverage about the District by 10% over 2014.




• Increase unique visitors to District website by 10% over 2014.





• Develop content across four social media platforms that targets and engages three key audiences to help advance the District’s strategic goals while increasing social media followers’ and influencers’ engagement by 10% by year-end 2015.





• Develop content across four social media platforms that targets and engages three key audiences to help advance the District’s strategic goals while increasing social media followers’ and influencers’ engagement by 10% by year-end 2015.

• Ensure experience consistency across all platforms by year-end 2015.

Tactics • Integrate stories/messages into the District’s touch points.

Platforms/Touch Points • News media

• Print • Broadcast

• Social media – organically driven

Platforms/Touch Points • District platforms

• Internal communications • New intranet site • New Employee e-newsletter • New Volunteers e-newsletter • New Employee & Volunteer

social media platforms

• External communications • News releases • Social media • Advertising • Website • THE CONSERVATIONIST • E-newsletters • Flyers • Brochures • Visitor Information Signs • Banners • Special publications such as the

District’s Annual Report

Process • Develop website story/message

• Take relevant photos

• Construct news release

• Construct social media posts

• Develop story for District publications

• E-newsletter • THE CONSERVATIONIST • Video

• Develop other pieces as required • Banners • Flyers • Letters

How are we doing?

In 2014 – 15, C&M wrote and distributed more than 200 news releases that generated our story being told in media outlets more than 100 times, with exposure to more than 12.7 million viewers or listeners.

Traditional Media

How are we doing?

Traditional/Social Media Top stories Jan. – April 2015

Hard Water Classic

• Press release posted/released/follow up 12/30/14

• Traditional Media Coverage • WLS-TV, FOXNews Chicago, Daily Herald,

Chicago Tribune (reach/exposure: Estimated 1 million readers/viewers)

• Social Media Coverage • Four District posts, four organic posts: reach

nearly 300,000; Impressions: 700; Active Engagement (Likes, Comments and/or Shares): 65; 268 page views

How are we doing?


Monarch butterflies

• Press release posted/released 3/17/15

• Traditional Media Coverage • Chicago Tribune, Daily Herald, My Suburban

Life, WBBM News radio, Glen Ellyn Quarterly (reach/exposure: More than 600,000 viewers/listeners)

• Social Media Coverage • Facebook, Twitter (Three posts: reach 3,600;

77 post clicks; Active Engagement (Likes, Comments and/or Shares) 480; 178 page views

How are we doing?


Snowy Owl

• Information posted and media contacted Feb. 20 and follow up April 17

• Traditional Media Coverage • Chicago Tribune (reach/exposure: 414,000)

• Social Media Coverage • Facebook, Twitter (Three posts: reach 9,000;

post clicks 79; Active Engagement (Likes, Comments and/or Shares) 693; 100+ page views

How are we doing?

• Preserving the Region’s Natural Beauty • West Suburban Living feature (cir. 25,000+, 3,216 followers)

• Best Trails to Hike, Bike, or Run in DuPage • Naperville Magazine

• Five ways to make the most of your spring staycation • Chicago Parent feature (reach/exposure 100,000+, 11,124 followers) • Chicago Tribune (reach/exposure 414,000+) • WGN-TV (reach/exposure 166,000+)

Traditional/Social Media Jan. – April 2015

Other notable media coverage

How are we doing?

Traditional/Social Media Jan. – April 2015

Other notable media coverage • Lambing Season

• Press release post on website and released to media 2/23/15 • Daily Herald reach/exposure 100,000; more than 1,000 website views • Social media coverage: reach 1,812; post clicks 45; active engagement 360; 1,300+ page views

• Funds for Fish Campaign • Press release post on website and released to media 3/23/15 • Chicago Tribune (twice) Naperville Sun (reach/exposure: 839,000) • Social media coverage: reach 1,500; active engagement 40; post clicks 55; 393 page views)

• Native Plant Sale • Press release post on website and released to media 3/18/15 • Chicago Tribune, Daily Herald, My Suburban Life Coverage (reach/exposure 585,000) • Social media coverage: reach 3,744; post clicks 40; active engagement 343; 447 page views

• Residents help buy land near Waterfall Glen • Press release post on website and released to media 2/4/15 • Daily Herald, My Suburban Life, WBBM coverage (More than 200,000 viewers/listeners) • Social media coverage: reach 3,500; post clicks 100+; active engagement 170; 166 page views

How are we doing?

Website

• Total Unique Visits: 105,004

• Unique Visits Year-Over-Year Growth: +74%

• Total Page Views: 374,116

• Total Page Views Year-Over-Year Growth: +63%

How are we doing?

E-newsletter

• C&M began an e-newsletter in 2013 that had only 272 subscribers. Today, that newsletter has nearly 1,600 subscribers. Goal is to top 2,000 by year-end.

• The open rate of the District’s e-newsletters is 43%.

• The industry average 17.2%

How are we doing?

Other Platforms

• Digital publishing platform that delivers reading experiences of magazines, catalogs and newspapers.

• District has 20 publications uploaded and has had more than 52,000 views from people around the world.

Social Metrics 2014 – 15

• Increased engagement nearly 40% over 2013.

• Engagement = “Likes”

• Average “Likes” = 4,000/month


• Increased 36% over 2013.

• Have more than 2,800 followers


• Increased nearly 35% over 2013.

• Have nearly 25,000 views


• Increased 78% over 2013.

• Have 170 followers with 423 pins on 35 boards

Social Media Engagement

How are we doing?

Sponsorship

• Created Centennial Partner packages to incent area businesses to help offset program goals.

• To date: have raised nearly $5,000

Questions

Documents

Communications and Marketing Metrics