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Public Relations ALA Girls State

Public Relations ALA Girls State. Branding?. Social Media Do’s and Don’ts. DO: Clearly, accurately, and completely identify the ALA entity represented Be apolitical, professional, appropriate, respectful Post relevant content Post where you’ve been, not where you’re going

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Public Relations ALA Girls State

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  1. Public Relations ALA Girls State

  2. Branding?

  3. Social Media Do’s and Don’ts DO: • Clearly, accurately, and completely identify the ALA entity represented • Be apolitical, professional, appropriate, respectful • Post relevant content • Post where you’ve been, not where you’re going • Have fun! Engage with followers, promote hashtags DON’T: • Promote personal projects, goals, or interests outside of ALA • Be rude to your followers • Post confidential information • Delete comments

  4. Let’s shift our focus for today to ….... Marketing!

  5. Micro Targeting The practice of using data to tailor marketing messages to tightly defined groups and individuals using predictive market segmentation. • Integrated with the “other” big buzzwords in the marketing community recently such as “big data” and “predictive analytics” • Its really just a new approach to the “old” marketing questions: • Who are my existing (…best) customers? • What do they have in common? • How do I find more of them and most efficiently and effectively deliver my message to them?

  6. The “Do’s” of Micro Targeting • Focus on Relevance … filter leads, tailor messages • Focus the Audience… over-delivery to the masses costs more, risks alienating through lack of relevance • Leverage Multichannel Campaigns… integration across several channels for multiple touchpoints • Know Your Targets… strategic marketing, not spammers • Data Quality, Data Quality, Data Quality! … requires fresh, high-quality data

  7. ALA Girls State is in the people business….. Who’s our people?

  8. Things to consider when marketing ALA Girls State programs…. DON’T TELL THE CUSTOMERS HOW GREAT YOU ARE! Parroting a generic message that you have a great program, great staff, and a great mission says you have nothing unique. You need to clearly convey what makes your program the only choice for students interested in leadership conferences. Give yourself the “So-what?” test and check for a compelling value-based answer.

  9. What do you share with others that makes your program unique?

  10. Things to consider when marketing ALA Girls State programs…. DON’T FALL INTO THE MARKETING-SPEAK TRAP! Don’t fall for the temptation to make big claims, empty promises, and mind-boggling jargon. Learn to speak a new student-specific dialect based on current research and homework you have done. Go directly to the source – your real live students and auxiliary members, and get their priorities, issues, pressures, and challenges related to ALA Girls State.

  11. What platforms are you using to find out your participants needs and market your program?

  12. Things to consider when marketing ALA Girls State programs…. DON’T WASTE YOUR TIME NETWORKING WITH STRANGERS! Start networking smarter and smaller. Invite key people for coffee or lunch one-on-one, and get to know them and their business and their student’s interest. Aim first and foremost to establish a relationship and build trust, and the connections to others will come naturally. Working the circuit of big groups of strangers is minimally productive

  13. Who do you network with to help broaden your program’s reach?

  14. Things to consider when marketing ALA Girls State programs…. DON’T PUT ALL OF YOUR FAITH IN PASSION! Passion is necessary, but not sufficient to grow your program. Be passionate about what you do, but develop a really strong plan, and a strong plan B too. The more you think ahead, and think beyond the immediate needs of the program, the better your chances for success are.

  15. So in summary…... • Focus on Relevance … filter leads, tailor messages • Focus the Audience… over-delivery to the masses costs more, risks alienating through lack of relevance • Leverage Multichannel Campaigns… integration across several platforms for multiple touchpoints • Know Your Targets… strategic marketing, not spammers • Data Quality, Data Quality, Data Quality! … requires fresh, high-quality data

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