Key Media & Marketing Skills

Dylan Martin, Communications DirectorMatt Ronnau, Vice Chair of the Bay Area

08.12.2018

Marketing

What is Marketing?● A tool to create, keep, and satisfy the customer● Advertising, public relations, promotions, sales

Why is Marketing Important?● It is the blueprint for a (hopefully cohesive)

brand identity

Marketing - Step 1: Your Brand

Who is your audience, and what is your tone?

● First, determine who you’re targeting. Are they young or old, LGBT or straight, a specific race?

● How do you want the target market to understand you? Are you warm, open, playful, vulgar, sweet, etc.?

● Does your tone match what your audience is looking for?

What is your look?

● Next, determine how you want your brand to look! It should coincide with your audience and tone.

● EX: If your market is elderly people, your tone might be kind, simple, and warm. And your look might be warm, vintage, soft colors, large fonts, etc.

BE AS UNIQUE AS POSSIBLE!

REMEMBER

Why does our logo work?● Modern● Bold● Easy to identify/ unique● Color scheme consistent with Republican target

audience

Key objections● “Looks like antifa”● “I like red and blue more”

Marketing - Step 2: Consistency

Consistency of Look

● Set a color palette, set design elements (such as “use circles a lot” - would be good if you had a circular logo so it ties in), set fonts

STICK TO YOUR GUIDES

Consistency of Content

● Post often on social media at relatively consistent times, update audience regularly through email, update website often

PEOPLE WANT TO KNOW YOU’RE CURRENTLY ACTIVE

The Public Resources Committee can help!

Media Step 1 - Releases

What is a press release?

● A press release is a formal statement from an entity to the media and/or public

● It is structured in a certain way, with suggested format

When to use?

● A press release should be used to give an official, formal account of a situation. It is usually used for controversial matters. It is written similarly to an article in the newspaper.

Anatomy of a Press Release

1. The header - logo and info

2. The headline - grab attention!

3. The intro paragraph - summarize situation

4. The response paragraph

5. Relevant quote/ commentary

6. Closing statement/ plan of action

Media Step 2 - Statements (informal)What is an informal statement?

● Statements of solidarity, concern, mourning, etc. on channels like email and social media

● Talking points

When to use?

● Informal statements are more common than press releases. Use for the everyday situations or to respond more immediately to your audience.

Anatomy of an Informal Statement

● Brief statement! Professional. Get info across quickly.

What is Social Media?

Social Media

● A way to engage with your followers and constituents

Why is Social Media Important?

● Gets your message out without a filter

Your Message

Message to Your Audience

● Who is your core group of followers? Are they more middle aged, are they older, or are they millennials?

● Tailor your message to get a bigger response from your audience

Be Consistent

● Always stay consistent to your message

● Posting about things not relevant to your club/your message will lose your audience engagement

Inappropriate Message

Use tags appropriately

● When relevant, tag appropriate public figures

● Use hash tags appropriately

Hammer It In

Post often

● Posting often will ensure more engagement

● Constant (relevant) posting will lead to more followers and help grow your brand

Dos and Don’ts

Do:

● When hosting events, ask your speaker to help promote the event

● Look into social media campaigns: do what’s right for you

Don’t:

● Call for violence

● Be too casual: fine line to walk