Making the Most of the Web:

Marketing, Social Media, Comms. and Safeguarding

Joanne Kirton (CBA)

What will we cover?

• Why Market your Branch?• Plan• Audiences• Social Media • Blogs• Utilise the YAC website • Media and Press• YAC Marketing Material• Activity Session Ideas• Safeguarding Online

Why Market your Branch?

• To attract new members and volunteers

• To enhance communication with current members/volunteers

• Share ideas and resources with other branches

• To boost morale among members – make them feel part of a wider network

• To gain support from decision makers, such as funders and potential partnerships

• To help source funding and sponsorship

• To attract people from all backgrounds

• Give young people a voice

Recruiting Volunteers and Members Online

• Use social media to drive the request/invite – link to webpage/blog/website where you provide the detail

• People need to know what you do, when and where you meet.

• They need to feel welcome to come along and give your club a try, so make the language fun and light

• Use dynamic images

• Regularly update your platforms – looks active

• If you post an online/print advert and/or send out a press release refer them to your online platforms for more info

• Online, you may attract people from outside your normal membership or volunteer base, as the reach is broader and your potential audience more diverse.

Sponsorship, Fundraising and Grant Funding

Having a social media presence, blog and/or webpage promoting your branch is a useful tool for fundraising and gaining grant funding for:

• your branch

• national YAC

• for your affiliated organisation where applicable

Why?

• It gives potential funders and donors the opportunity to understand who you are and what you do quickly and easily

• Demonstrates you are proactive and well established

• Part of a broader, sustainable network

• A ready-made platform to disseminate/promote future collaboration work, funded activities and project outcomes

• Demonstrate a track-record of delivery

When fundraising online:

• Set donations goals

• Clear message about why people should donate

• How will you spread the message – which online channels?

• How often will you post?

• How will you engage and maintain relationships?

• Who will manage the channels?

• Will you use paid advertisements?

• How will you track progress?

• Consider how people can give directly online

Interest in fundraising training?

Good Example

PlanBefore starting a new social media account or creating promotional leaflets and posters, for example, first think about what you want to achieve:

• Why are you doing this?

• Who is your audience?

• What is the best channel to tell your story/spread your message

• Create some basic objectives that your team and, possibly, your members and their parents can help towards. This might be:• Recruit 10 new members• Recruit 3 new volunteers• Raise £500

Audiences

Who is your audience?

• Internal

• Club members and volunteers

• Parents/carers

• External

• Reps from the local authority and governing body

• Local schools and colleges

• Local businesses

• Other heritage/education/community orgs

• Other YAC groups

What channel is most appropriate

to interact with them?• Email

• Letter

• Phone call

• Social Media

• Website

• Media – newspaper (print and digital)/radio

Consultation/Youth Voice

• If you’re thinking of setting up a social media account, revitalising your YAC webpage and/or creating a blog – ask your members (and their parents/carers) what they would like to utilise

• Better take-up and investment from your primary internal audience

• Ask them to contribute content – shares the burden and empowers them

Youth Takeover

Social Media

• Tell people about sessions and opportunities

• Keep people up to date with the latest news – cancellations, changes, dates added etc.

• Promote your club to new recruits

• Brand awareness e.g. your club is part of a bigger organisation, which provides more opportunities for your members and potential members.

• Groups and members can get to know one another, encouraging a social, friendly atmosphere at your club.

Social Media Tips

• Think about your social media handle – ideal to have the same one across all your social media channels

• Keep it short

• Make it obvious who you are e.g:

@Castledowntheroadfromrutlandwater Vs @OakhamCastle

• Choose an appropriate profile picture and use this across all channels too – this might be the YAC logo with your name for example

• Hashtags

• Follow like-minded people/groups

• Follow people/groups that you might like support from

• Include dynamic photos

Hootsuite and Tweetdeck

If you have a particular message or event to advertise it’s sometimes easier to draft and schedule all your social media posts as once

• Hootsuite – all the main platforms (pay)

• Twitter – Twitter only (free)

Remember

If a child contacts you on your YAC social media account or on a personal social media account via a direct message:

• Do not engage them in direct conversation

• Refer them to your official YAC branch contact email and request that their parent get in touch.

• Do not accept ‘friend’ requests or follow them on their personal social media accounts

h

Create a blog….

Utilise the YAC Website

• What is this

• Why update

• How to update

Good Examples

Media

Top Tips for Hitting the Headlines

• Do your homework

• Local newspapers

• Local radio stations

• Local online news

• Create a Press Release

• Ensure you or someone who interviews well is available and contactable.

Press ReleaseIf you want to promote your club locally, the best way to do this is to write a press release about something interesting you are doing or have recently finished.

• What should it include:• Put the words ‘Press Release’ at the top of the page in large font• Create a catchy headline and put it in large font at the beginning of the PR.• Summarise the news story in the first paragraph • Who, what, when, where and why. Answer these questions• Add a relevant quote to ‘colour’ the story – helps personalise it – short and punchy• Avoid jargon• Keep it brief (1 page)• Any other info can go in the section ‘Note to editors’ – this might be your website address,

social media accounts, contact details etc.• Proof read it• If you are actively looking for new members, volunteers, fundraising, add something about

this in your PR.• Provide a couple of high res photos clearly linked to the content, for which you have

permission to use

• Invite them to your event – give details

YAC Marketing Material: make the most of the YAC branding

When communicating with any external person or organisation try to utilise some of the YAC marketing materials available.

Available on the YAC website for download:

• YAC logos – various versions including Welsh and bilingual English/Welsh

• Poster templates

• Headed paper

Using the branding material available will:

• Promote professionalism

• Create positive associations

If you want any other branded material let us know!

Where to use it:

Email signatures

Letters (digital and hard-copy) to members/parents and for external communication

Website and/or blog – including those where clubs are part of a broader organisation

Social media platforms (FB, Twitter, Instagram etc.)

Presentations/Talks

Promotional leaflets and posters

Personalise it if you want

Turn your recruitment or funding drive into a group activityWhether you are recruiting for volunteers or members,funding or sponsorship ask your current cohort to getinvolved and help

• Ask them to design posters and leaflets to promote thebranch

• Ask them to share on their own blogs and social media

• You can even ask them to help you plan when and howyou wish to promote the branch

• Host a ‘bring a friend’ or family session and get yourmembers to plan some of the activities