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daniel-sloan

Public Relations Campaign 2012 - PowerPoint PPT Presentation

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Public Relations Campaign 2012
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  1. Public Relations Campaign 2012 District 5580

  2. Public Relations Campaign 2012 • 2012 is the fifth year District 5580 has received a grant from Rotary International for Public Relations. • 2012 is the first year we have been able to monitor the results of our broad media activities. • We remain hopeful to receive a grant for 2012-2013. The application has been submitted and the awards will be announced in June. • Following is an update of the progress made so far for 2011-2012.

  3. Campaign Overview – Goals • Demonstrate Rotary in action • Continue to raise awareness among the general public in our region as to the good work that is Rotary • Increase awareness, and interaction frequency within the targeted population; increase membership within the District's clubs

  4. Campaign Overview - Strategy • Execute an integrated communications plan throughout the District, concentrating the messages in larger population areas and utilizing a combination of media for maximum efficiency. • Create general awareness and ultimately drive traffic to the District Facebook page; and on to Club websites or RI website • The District Facebook page will feature articles, stories and links to additional Rotary online content • Targeting Heads of households, 25 to 54+, with household income of $40,000+

  5. Campaign Overview - Tactics • Geo-targeted ads on Facebook begin in January and run through April 2012 • Content for the Facebook page will be sourced automatically throughout the Rotary year via “likes” and links, as well as selected content added by a team of editors, seeking relevant content from throughout the District, and from submissions from District Rotarians

  6. Campaign Overview - Tactics • North Dakota Public Radio schedule January through April 2012, with News Sponsorships, twice daily, during weekday’s Morning Edition; message will refer listeners to the District Facebook page • Minnesota Public Radio schedule beginning late January through mid-April 2012 with News Sponsorships, during the morning show three days per week on eight stations; message will refer listeners to the District Facebook page • Flights in print begin in February 2012, with insertions in the February and April edition of Prairie Business and bimonthly insertions in Thunder Bay Source

  7. Print Ads – Business Publications

  8. Radio Sponsorship Messages – Public Radio • By working together, we can eradicate polio. Rotary is humanity in motion. Find out more about Rotary in your area, on Facebook at District fifty-five-eighty. District five-five-eight-zero. • By working together, we can feed the hungry. Rotary is humanity in motion. Find out more about Rotary in your area, on Facebook at District fifty-five-eighty. District five-five-eight-zero. • By working together, we can help children do better in school. Rotary is humanity in motion. Find out more about Rotary in your area, on Facebook at District fifty-five-eighty. District five-five-eight-zero.

  9. Results Measurement - Facebook Posting drives visits and ‘liking’ activity. Periods with higher posting activity. Periods of lower posting activity.

  10. Results Measurement - Facebook Visitors are more than twice as likely to be female. And from the United States, though Thunder Bay residents take the lead for cities.

  11. Results Measurement - Facebook Online ads are working, and visitors are liking posts when they return.

  12. Results Measurement - Facebook Unique people who saw a story published by a friend about our page. The number of people who created a story about our page.

  13. Results Measurement - Facebook Number of likes increased with each post to the page. Visitors passed-along their affinity for topics posted. The number of conversations is increasing.

  14. Results Measurement - Facebook How many people saw any content from our page through any of several means. How many people saw any page content by the number of times people viewed the page.

  15. Results Measurement - Facebook Results of who we reached in during Q1 2012.

  16. Results Measurement - Facebook Results of who we reached in during Q1 2012.

  17. Rotary District 5580 - Facebook Page

  18. Rotary District 5580 - Facebook Page