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Discovering whether your communications are connecting with your intended audiences represents a key resource issue for YMCAs. This session focuses on the communications audit using case studies from the AYP and the YMCA of Metropolitan Washington.
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Making Dreams Fly ®
Your sending ...
Are You Connecting?
See us in Booth 1000
Making Dreams Fly ®
Introduction
Associations: 32 yearsPR/Marketing: 40 yearsCommunications audits for
AYP and YMCA-DC
Selling Salt Water TaffyY Camp staff
Making Dreams Fly ®
Making Dreams Fly ®
What
• Independent• Review/Analysis• All communications (print,
electronic, digital)
Making Dreams Fly ®
Making Dreams Fly ®
Why
• Communications & marketing changing … rapidly!
• Is “your stuff” is connecting?• Where are your customers?
Making Dreams Fly ®
Mail 3 Times A Week• USPS = $8.3 Billion loss• Cutting Saturday service• 3x a week before 2025
Apple Has Record Earnings
USA Today, Wednesday
20,300,000
9,250,0007,500,000
3,950,000
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
iPhones iPads iPods Macs
142%183%
-20.0% 14.0%
-0.5
0
0.5
1
1.5
2
Making Dreams Fly ®
Your Prospects Are Here
Are You?
Making Dreams Fly ®
Mobile Mania
Making Dreams Fly ®
Making Dreams Fly ®
Go to mobile.southwest.com
Making Dreams Fly ®
Cell Phone Users
billion
Computer Users
billion
Making Dreams Fly ®
Making Dreams Fly ®
Process
1. Analyze existing communications materials/vehicles/content
2. Conduct executive interviews3. Meet with employees and managers4. Interview stakeholders/key audiences
• One-on-one interviews• Survey of members/potential members• Town Hall session(s)
5. Submit report & recommendations
Making Dreams Fly ®
Methodology
1-on-1 interviews
Making Dreams Fly ®
Member feedback
1,498
8,251
Methodology
Making Dreams Fly ®
Who Responded?
• 93.4% current members• 45.2% member <5 years• 24.7% with Y 21+ years• 44% suburban; 40% urban• 43.2% boomers
Making Dreams Fly ®We build strong kids, strong families, strong iti
Process
1) Interviewed 29 staff2) Interviewed 25 stakeholders3) Reviewed 29 communications/publications4) Facilitated Town Hall session 5) Surveyed members
Making Dreams Fly ®
Making Dreams Fly ®
Who Does It?
• Internal staff• External consultants
Why: Overcome the “curse of knowledge”
• Combination of both
Making Dreams Fly ®
Making Dreams Fly ®
Results
1. Review of research findings2. Detailed analysis of all
communications/publications3. Specific recommendations
Making Dreams Fly ®
Reviewed four issues of Perspective
Methodology
“I’m a big fan.”“Seldom read…Not pertinent.”
Reviewed AYP Website
Making Dreams Fly ®
AYP Needs
• Website
½ • Contemporary Communications
• Perspective
Making Dreams Fly ®
Preference for Perspective
Not at all0.04
3 times a year 0.3
Monthly 0.6
4 times a year1.8
6 times a year3.5
Making Dreams Fly ®
Content Management Strategy
Other(ACA, ASAE)
Blogs
OutsideResources
Y-USA
Journal DigitalMedia
Webinars
ConferencePresentations
Chapters
Tip of theWeek
E-Letter
AYPWebsite
Making Dreams Fly ®
Recommendations - Strategic
Strategic Communications Plan
RuleOf9
Content Management Plan
Digital (Social) Media Strategy
Making Dreams Fly ®
Members think …
“My branch is the Y”• Front desk person
Fitness, exercise, health Convenience Access to swimming pool Friendly, uphold core
values
Making Dreams Fly ®
Communications Clutter
Making Dreams Fly ®
Where Go for Information
Google #1 at 65%
33.3%31.7%
0.5% 0.5%
25.4%
38.0%
0.6%3.0%
0.3%1.5%
12.6%
37.2%
7.8%
22.8%
3.4%
12.2%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
Craigslist
Websites FB
Friends
FamilyMedia
Always Frequently
Websites #2 at 63.4%
Making Dreams Fly ®
Where is the Y?
The Y barely places in Google searches!Fitness club - all results are locations, none of which
are the Y (most prevalent being Fitness First, Gold's Gym, Sport & Health, and Bally's)
Exercise - Arlington Y shows up, but rest are videos, other gyms, and educational sites
Gym - all locations and a couple locators, none of which are the Y
Swimming classes - results are local pools, children's swimming lessons and swim class locators, none of which are the Y
Health and wellness - local wellness centers and educational info
Youth fitness - pulls up Arlington Y and national Y's website (Arlington being first on the list)
Family fitness - no placement
Making Dreams Fly ®
• Cluttered, no focus
• Over the top• Where’s “my
Y”? (branch)
Making Dreams Fly ®
Y’s Website
And, members rarely turn to Y’s website
Weekly 6.3%
Sometimes 50.0%
Monthly 19.2%
Never 24.2%
Daily 0.3%
Daily Weekly Monthly Sometimes Never
Frequency of Looking at Y Website
Making Dreams Fly ®
Making Dreams Fly ®
Costs
• Professional Fees: 200-300 hours $19,000 - $32,000
InterviewsSurveysPublication analysisStrategy Presentations
• Out-of-pocket Costs: $1,500 - $3,500
Making Dreams Fly ®
Steve DrakePresident, Owner16020 Swingley Ridge Road Suite 300Chesterfield, MO 63017(636) 449-5050
CONTACT INFORMATION
[email protected]@stevedrake@causeaholic
See us in Booth 1000