North Texas Food Bank - IMAGINE...North Texas Without Hunger 1 Caviar Communications On a Sardine-Sized Budget Get the RIGHT Message To the RIGHT Audience

North Texas Food Bank - IMAGINE...North Texas Without Hunger

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Caviar CommunicationsOn a Sardine-Sized Budget

Get the RIGHT MessageTo the RIGHT AudienceIn the RIGHT WayAt the RIGHT Time


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Caviar Communications(On a Sardine-Sized Budget)

Looking for effective ways to be the “megaphone” and “spotlight” for your agency

without spending a lot of dough?

Well, join us as we learn about tested methods and tools that will help market, promote and

build public awareness.


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My mantras. Shall we chant together…?

“The pyramids were not built in a year. Move forward, keep breathing, and set a winning pace.”

You don’t work for NASA and you don’t have a patient on the operating table.

A Buick is great for now. Try for a Lexus in two years.


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Step #1: Develop clear message(s).

Why? Average American receives 3,000 marketing messages a dayInformation overload and lots of clutterTakes 3 x to “get message” (see it, say it, do it)Clarity drives everything else


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No smoke signals allowed.Gotta be real clear with your messages.

Leadership sets the tone, message– “How can I say yes?” (5-star customer service)– Once they’re in the door …– It’s all about building a relationship– Explain the mission in tangible ways– It’s ok to make mistakes; be innovative– Authenticity and honesty are non-negotiable

• Photos, testimonials


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Rule #2: Build your brand.

How can my agency stand out in the crowd? – It’s like a cattle drive, Ma. I know my cows from the herd because they are

unique.

– What makes your agency unique?• History? Founders? Programs? Years? Impact?

Location? • Create an annual slogan that says something• Create quarterly key messages


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Branding…

Logo (yours, A2H)ColorsLook & feel (fonts, paper, etc)Whether it is the website or a printed piece…it all comes from the “same family”


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Rule #3: Define Your Audience(s)

Horizontal marketplace (wide audiences)– Define your service area

• Is it the general public?• People in a particular zip code?• People with a certain zip code?• Ethnic? Age? Gender?• Make a one-pager that lists:

– Your mission– Your programs– Who you serve (describe your clients)– Benefits to clients– THIS DOCUMENT BECOMES YOUR #1 RESOURCE!


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Define your audiences, cont.

Vertical Marketplace (segmented groups)– Employees– Board of Directors– $ Donors (indiv, corps, fnds, other)– Food Drive donors (indiv, corps, fnds, other, food

drives)– Volunteers– Other supporters (people who care)(continued)


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… define your audience(s)

(continued) – Vertical Marketplace– Prospective donors (indiv, fndn, corps, etc)– Media (print, TV, radio, Web, faith, ethnic, trade)– Faith groups– Elected officials (local, county, state, fed)– Governmental agencies (USDA, etc)


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Yikes! Thatzz a lot of folks in my marketplace! I’m on overload!

True – but that is the pool of water in which you will you will throw your line. YOUR MINDSET: you are providing the opportunity for these people (market segments) to be engaged in a cause that is VERY meaningful and rewarding. You are presenting them with a BENEFIT, WIN-WIN proposition.People are looking for MEANING in their LIVES!


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Now what do I do?

Create a database and code each segment so you can pull unique groupings out.

WHY? – Because you should communicate with each segment in the way THEY want to receive information.OTHERWISE…they’ll tune you out.


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Step #4: Your target markets

EXAMPLE: – Board Members: (they don’t want a lot of info; just

enough to keep them informed of the right stuff)• Quarterly newsletter• Special event invitations• Opportunity to sign up to e-zine


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Your target markets…cont.

EXAMPLE:– Donors

• Direct mail letters• Newsletter• Event invitations• Opportunity to sign up for e-zine• Personalized notes (based on giving level)


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Target markets…

EXAMPLE:– Media:

• Ask your key media how they want to receive info• Email or Fax press releases/advisories• Newsletter with a cover letter• Handwritten thank you note after coverage (or email)


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Step #5: Create your Communications PlanUsing Your Toolbox

Create a Communications Plan built off your agencies’ annual strategic plan

– NTFB: To be THE MAIN source for food banking issues in North Texas

Make your plan achievable and measurable, with a little stretch. (remember - NASA?)


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Build your Communications Plan…using tools

Communications Tools:– Website (make it a magnet)

• #1 way people get info today• Our website mission: Inform, educate, engage• Feeling of hope, uplifting, results• Accurate, timely, intuitive (never have an incomplete page up)

• Educate on nutrition, programs, hunger info• Ways to help ($, food, volunteer, advocacy, etc)• Staff – photos, bios, email link• Show value of agency (awards, ratings, press coverage)


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Tools

Printed materials (collateral)– Expensive…so make it count– Brochures– Fliers– Postcards– Greeting cards


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Tools

Newsletter– It’s all about thanking the donor and showing them

how their efforts ($, food, volunteering etc)…

MADE A DIFFERENCE!

- Newsletter pays for itself


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Tools

Communications materials– Post on your website– E-mail blasts to promote events– Monthly e-zine (“email newsletter”)– Your email signature (consistent for all staff)– Add your logo or seasonal image within e-mail


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Tools

Style Guide– Keeps your images consistent– Hard copy & Digital– Post on website – Email to vendors (printers, artists, direct mail

company)


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Tools

Speakers Bureau– Low cost, fabulous way to get your message out– Train staff (diversity helps)– Post on website– Provide tools for speaker (video, fliers, etc) – “Speakers Bureau Box”– Report back on audience size etc


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Tools

Warehouse Tours– Post “presentation checks” on walls– Post other signage, messages– Introduce visitors to warehouse staffers enroute

• They share what they do with visitors (dual benefit)


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Tools

Giveaways– Annual message on t-shirt– Mugs, note pads, pens– Pallet pads– Keep it simple, branded, inexpensive yet quality– MIB (Mobile Information Box) for drivers (they are your

ambassadors, too!)


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Tools

Volunteer Program– Very, very, very, very….important!– 25% of our new donors came from vol. program– Make it a memorable experience from the front door

to their departure; exceed their expectations!– Treat them like houseguests arriving at your home– Train employees or front office receptionist


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Tools…your Volunteer Program

Front door– White board “welcome” messages– Nametags (“I helped end hunger today.”)– Sign in (capture contact info for TY notes, etc)– Mini-tour enroute to work station– Trained warehouse staff (cheerful, informative)– Tell them how their efforts helped (lbs boxed)


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More tools…

Fact Sheets (annually)Key Messages (seasonal, quarterly)Boilerplate (annually)Biographies (annually)

- One person responsible- Post on website


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Got my tools…now, how do I use them?

Look at your target audiencesDetermine best way to keep each target group engagedDon’t overload with too many communiqués“Less is better.”


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Step #6: Measure your work.

Track # of volunteers, speeches, tours, donations by type-of-donorTrack media hits (#s of media stories)Track # of new $ donors, formerly volunteersSurvey groups (volunteers, food drive coordinators, etc)TOOL: Survey Monkey (www.surveymonkey.com)


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Step #7: Motivate your team.

You are the coach (staff, volunteers)You are one of the chief storytellers. Tell it with true passion, and remember, you are bringing a benefit to your listener (a way for them to engage in meaningful work)

Let your enthusiasm be contagious.

Acknowledge successes of your team - appropriately


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Motivating your team…

Skills needed to accomplish all of this?– People with a passion for the cause– Strong writers– Energy (no flat EKG screen lines wanted)– Can they roll up their sleeves?


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Non-negotiables…

Three non-negotiables:– Honesty– Honesty– Honesty

– Awwwwrightie…so what else?• Authenticity in visuals, words. (nuttin’ canned except for food drives! )

• Make it tangible


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Encouragement

“Good communications” is not just about having a brochure, business card and an open front door.

“Good communications” infuses everything in an organization. (Think of a tea bag dropped inside a clear glass of water. See the clear water turn into golden amber? Good communications flows into everything in your food bank world)


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Encouragement

You have a passionate opportunity to present to another person…something that will add meaning and fulfillment to them.Share the message appropriately and you will receive the anticipated response…Deepen the relationshipExceed the expectation of the person and you will...Make them Caviar Ambassadors for your Agency!


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How may I help you?

Colleen T. BrinkmannNorth Texas Food Bank

[email protected], x122www.ntxfoodbank.org

Call anytime! We’re all in this together!

Documents

North Texas Food Bank - IMAGINE...North Texas Without Hunger 1 Caviar Communications On a Sardine-Sized Budget Get the RIGHT Message To the RIGHT Audience