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What We Know Today About Internet Communications
Jeanne L. Allert, M.EdEllipsis Partners
We Thought …Put everything (anything) online
We Thought …Sizzle Matters
We Thought…If We Build It; They Will Come
We Thought …If Some is Good, Then MORE
Must be Better
What We’ve Learned
P.A.T.S.PurposeAudience
ToolsStrategy
Have a clear Purpose in mind
Awareness of your brand/name Solidify relationship with members A vote Recruit member Sales, Subscriptions, Registrations, Donations Call to action Disseminate information/knowledge Change perceptions
Website Purpose
“Where women are going???
“The World’s Online Marketplace”
General Correspondence
Marketing/Branding
Product Sales
Email Purpose
Timely News
Call to Action
Know Your Audience
GEOGRAPHIC DEMOGRAPHIC PSYCHOGRAPHIC TECHNOGRAPHIC
Zip Code Gender Activities Access
City Age Hobbies Platform
County Education Opinions Usage Patterns
State Income Values Training
Region Ethnicity Biases Awareness
Country Language Preferences Tech. Culture
Continent Lifestyle Brand loyalty Constraints
What do you know about them?
What don’t you know about them…and need to!
Website by Audience
Email by Audience
What is your level of familiarity with the audience? Are they expecting this email? What is their tolerance level? What type of format can they accept? Have they Opted-In?
What Matters Most is Audience MOTIVE
Then CONTEXT, KNOWLEDGE, and SKILLSET
Websites By Audience Motive
Some Things We’ve Learned
About Email
You MUST Manage Your Lists
Ask for preferred email address and state what you will use it for
Practice Opt-in or Double Opt-in Attend to Opt-outs immediately Let members manage their own Opt-in
and email address changes via your website
Use Subject Line to remind recipients to reply for Double Opt-In
Email or Newsletter…?• Do you have that much content? • Can you support an editorial schedule?• Is your content really “news they can use?”• Is there a genuine demand for this?• CONTENT is King – offer value, not aesthetics
Message Presentation Matters to a KNOWN Market
Use of branding/imagery Use of stationery and colors Do you expect the email to be printed? What is the likelihood your audience can
support the presentation you’ve created? How important is it to have your
brand/identity associated with the content? Does the graphical treatment lend value to
the message or detract from it?
Stationery and Signatures Speak your Brand
• Stationery should enhance your brand; not detract from your message
• A simple logo file may be enough
• Keep contact info with your emails
• Variations on your “signature”
• Watch overkill on Signature lines
Worth Thinking About…
Gilbert Email ManifestoRule #1: Resources spent on email are more valuable
than the same resources spent on Web
Rule #2: Build web site around an email strategy
Rule #3: Email oriented thinking will yield better strategic thinking overall.
“Email is our New Homepage…”
What We’ve Learned
About the Web
Users want the freedom and tools to manipulate or control their experience
• Don’t create Flash hostages• To PDF or not to PDF?• Offer a variety of navigation options• Offer choices for format
Action words get better results
People generally read by scanning, are led by headings, and they still print
Disclosure Must Translate into Value…for the User
Give the Visitor Options to Communicate
Integrating What We Know into What We Do
Tools and Strategy
Broadcast Communication Tactics Business cards Stationery Television Radio Web Presence Web Directories Print advertising Brochures Press releases Billboards / Signage Coffee cups/Tee Shirts Sponsorships
Unspecified market Shotgun approach Single, broad-appeal message Often used to introduce a new, unfamiliar brand Best for branding messages and general awareness
Targeted Communication Tactics
Collateral Material Annual Reports Publications Direct Mail Events Fax Blasts Cause-Related Marketing Partnerships Website
Market defined by characteristics/demographics May be defined by membership or existing mailing list A more discrete, niche message
Intimate Communication Tactics
Personalized email Telephone WAP promotions Peer-to-Peer Referrals/Testimonials Site Personalization
Targets the individual Heavy reliance on complex databases “Move to action” message Addresses the most specific needs or narrow messages Requires more trust between Sender and Receiver
Range of Options
Business cards Stationery Television
Radio Website Web Directories
Print advertising Brochures Press releases
Billboards / Signage Cups/T-Shirts Sponsorships
Telesales Trade Shows Listservs Direct Mail
CD-ROM Publications Print Ads
Blast Fax Events Collateral
Publications Partnerships Web Areas
Personalized email Telephone
WAP promotions Peer-to-Peer
Site Personalization
BROADCAST
TARGETED
INTIMATE
3 sample strategies…
America’s Job BankGOALS Branding Strategic Positioning Enrollments
AUDIENCE Unemployed, underemployed Appeal to the dissatisfied
MESSAGE “Get your Dream Job – It’s out there” Appeal to the Imagination
IMAGES/DESIGN Action images
TACTICS Television Ads Print Ads Multi-city Signage CD-ROM
Broadcast tactics ~ Intimate message
AARPGOALS Rebranding New Market Member Recruitment Member Retention
AUDIENCE Familiar with brand; mixed opinion “self made” More “wired”
MESSAGE “We’re not just your parent’s AARP”
IMAGES/DESIGN Strong contrasts Cropped images
TACTICS New Magazine Cross Linking with other AARP sites Direct Mail campaign Website Celebrity exposure
Targeted tactics ~ Targeted message
Youth NoiseGOALS Engage/Educate/Empower Mobilize to Action
AUDIENCE Youth, ages 13-17 Very “wired” Passionate but unfocused
MESSAGE “You Can Do It” Teen angst tone
IMAGES/DESIGN Bold, edgy colors Lots of animation/movement
TACTICS Interactive Website Peer-to-Peer Messages and
Viral Marketing Email Newsletter Downloadable Kits
Targeted & Intimate tactics ~ Intimate message
Strategic Communications CalendarJan Feb Mar Apr
Direct Mail Mailing on governance
changes
Magazine Feature on Governance
Sidebar on school discipline
Feature on School Discipline
Feature on teen violence
Feature on “free stuff on the web”
Newsletter Trailer to website resources and survey
Email Invite to take web survey
Featured links for free stuff
Web Survey on discipline practices
Results of web survey and links to violence sites
Launch “free stuff” page
In-Person VM reminder to take web survey
• Create a (flexible) communications calendar• Remind yourself of all the tools at your disposal• Create relationships –and dependencies—between tactics• Try new tools to test for response
Summary
Have a clear PURPOSE
Know (and keep learning about) your AUDIENCE
Be aware of all the TOOLS available to you
Formulate a communications STRATEGY
Thank you !
Jeanne L. Allert, M.EdEllipsis Partners