How Storytelling Drives Brand Building Utilizing and Owned Media

1. How Storytelling Drives Brand Building Utilizing and Owned Media

2. Owned and Earned What is Owned Media? The media you can control Social media Email marketing Website Always Remember Content is king Make sure you set up a plan to feed the content beast What is Earned Media? Publicity Television Radio Newspapers, magazines Online media (bloggers)

3. What’s Content Marketing A type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.

4. Content = Storytelling Good news – your marketing strategy focus fundamentally doesn’t change. Sell the story of what your charity does, how it does it and why it does. Story Structure and Characters Hero- your charity Villain – the problem your organization is trying to resolve Resolution – supporting the cause, event, fundraiser, etc. Never, ever, ever, ever, ever, ever, ever forget….emotion.

6. Download on iTunes • App Store • Download on Google Play

7. Content Calendar http://www.bit.ly/NPFcontentcalendar

8. https://anyimage.io/

10. Earned Media

11. Nonprofit Hard Truths You aren’t the only game in town Doing good things, isn’t enough ‘Infotainment’ news world News media gravitates to controversy and crime How does it effect me? Sorry, less is more You are a talking head…second most important person in most stories…at best

12. Publicity is About Probabilities • Competition for stories • Traditional Press Releases are Zombies • It takes more than who, what, why, when, where • What are you doing to increase your probabilities media coverage? • Think about the following before you pitch the media: • Expertise • Service • Be a producer/editor = Make it easy for them • Where is the emotion, the real person • 1st person contacts

13. Sweet spot pitching times: Before 9am 12:30pm – 2:30pm 7pm – 9pm Never between (9 and midnight) Pitch farther ahead newspapers and magazines Primary pitching days Monday, Tuesday, Wednesday, Try not to schedule something for the weekend Timeliness – time of the year (holidays), National #### Month (think editorial calendar- owned media) Breaking news/coattail Sweet Spot Pitching Time

14. Avoid media blasting Know media outlet personality Know media contact personality station to station, paper to paper there is a difference Assignment desk – newsrooms traffic center News Directors (CEOs)– Don’t send to them Producers – seniority and position matters, sometimes. What show is theirs? Reporters – best options, but know what they do (their beat) or care about Pre-event/Post-Event Target

15. Short, sweet and simple Pretend like everyone has A.D.D Trying to say too much means you aren’t saying anything. Establish talking points If you can’t memorize your talking points it is ok….remember the message behind them Questions = Opportunities Drive talking points on AND off camera/the “record” Conversational flow – be a person, not a robot. Generationally the more ‘real’ someone delivers the message, the more likelihood they will be believed. Establishing Your Story Narrative

16. Putting It Together