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Caviar Communications On a Sardine-Sized Budget. Get the RIGHT Message To the RIGHT Audience In the RIGHT Way At the RIGHT Time. Caviar Communications (On a Sardine-Sized Budget).

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Caviar communications on a sardine sized budget l.jpg

Caviar CommunicationsOn a Sardine-Sized Budget

Get the RIGHTMessage

To the RIGHT Audience

In the RIGHT Way

At the RIGHT Time

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


Caviar communications on a sardine sized budget2 l.jpg
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. 

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


My mantras shall we chant together l.jpg
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.

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


Step 1 develop clear message s l.jpg
Step #1: Develop clear message(s).

  • Why? Average American receives 3,000 marketing messages a day

  • Information overload and lots of clutter

  • Takes 3 x to “get message” (see it, say it, do it)

  • Clarity drives everything else

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


No smoke signals allowed gotta be real clear with your messages l.jpg
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

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


Rule 2 build your brand l.jpg
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

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


Branding l.jpg
Branding…

  • Logo (yours, A2H)

  • Colors

  • Look & feel (fonts, paper, etc)

  • Whether it is the website or a printed piece…it all comes from the “same family”

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


Rule 3 define your audience s l.jpg
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!

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


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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)

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


Define your audience s l.jpg
… 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)

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


Yikes thatzz a lot of folks in my marketplace i m on overload l.jpg
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!

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


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Now what do I do? overload!

  • 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.

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


Step 4 your target markets l.jpg
Step #4: Your target markets overload!

  • 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

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


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Your target markets…cont. overload!

  • EXAMPLE:

    • Donors

      • Direct mail letters

      • Newsletter

      • Event invitations

      • Opportunity to sign up for e-zine

      • Personalized notes (based on giving level)

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


Target markets l.jpg
Target markets… overload!

  • 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)

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


Step 5 create your communications plan using your toolbox l.jpg
Step #5: Create your Communications Plan overload!Using 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?)

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


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Build your Communications Plan… overload!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)

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


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Tools overload!

  • Printed materials (collateral)

    • Expensive…so make it count

    • Brochures

    • Fliers

    • Postcards

    • Greeting cards

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


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Tools overload!

  • Newsletter

    • It’s all about thanking the donor and showing them how their efforts ($, food, volunteering etc)…

      MADE A DIFFERENCE!

      - Newsletter pays for itself

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


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Tools overload!

  • 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

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


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Tools overload!

  • Style Guide

    • Keeps your images consistent

    • Hard copy & Digital

    • Post on website

    • Email to vendors (printers, artists, direct mail company)

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


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Tools overload!

  • 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

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


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Tools overload!

  • 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)

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


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Tools overload!

  • 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!)

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


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Tools overload!

  • 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

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


Tools your volunteer program l.jpg
Tools…your Volunteer Program overload!

  • 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)

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


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More tools… overload!

  • Fact Sheets (annually)

  • Key Messages (seasonal, quarterly)

  • Boilerplate (annually)

  • Biographies (annually)

  • One person responsible

  • Post on website

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


Got my tools now how do i use them l.jpg
Got my tools… overload!now, how do I use them?

  • Look at your target audiences

  • Determine best way to keep each target group engaged

  • Don’t overload with too many communiqués

  • “Less is better.”

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


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Step #6: Measure your work. overload!

  • Track # of volunteers, speeches, tours, donations by type-of-donor

  • Track media hits (#s of media stories)

  • Track # of new $ donors, formerly volunteers

  • Survey groups (volunteers, food drive coordinators, etc)

  • TOOL: Survey Monkey (www.surveymonkey.com)

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


Step 7 motivate your team l.jpg
Step #7: Motivate your team. overload!

  • 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

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


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Motivating your team… overload!

  • 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?

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


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Non-negotiables… overload!

  • Three non-negotiables:

    • Honesty

    • Honesty

    • Honesty

    • Awwwwrightie…so what else?

      • Authenticity in visuals, words. (nuttin’ canned except for food drives!  )

      • Make it tangible

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


Encouragement l.jpg
Encouragement overload!

  • “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)

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


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Encouragement overload!

  • 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 relationship

  • Exceed the expectation of the person and you will...

  • Make them Caviar Ambassadors for your Agency!

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


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How may I help you? overload!

Colleen T. Brinkmann

North Texas Food Bank

[email protected]

214-330-1396, x122

www.ntxfoodbank.org

Call anytime! We’re all in this together!

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


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