VBSR Webinar: Communications in the Era of COVID-19 Thank you for joining the webinar ! We will get started shortly.
Agenda: 2:00 pm – 2:05 pm – Brief introduction by VBSR 2:05 pm – 2:18 pm – Mamava’s Marketing Strategy - Nicci Micco, Mamava 2:18 pm – 2:31 pm – Social Media in the era of COVID - Katie Wight, KW Content 2:31 pm – 2:44 pm – Internal Communications - Joseph Ingram, Joseph Ingram.co 2:44 pm – 3:00 pm – Q & A with all presenters 2
Throughout the webinar, please type any questions you have for any of our presenters into the “Chat” function at the bottom or side of your Zoom screen. We will answer as many questions as possible during the Q&A time at the end of the webinar This webinar is being recorded and a copy of the recording & slides will be emailed out to all registrants later today.
VBSR’s Mission: To foster a business ethic in Vermont that recognizes the opportunity and responsibility of the business community to set a high standard for protecting the natural, human, and economic environments of our citizens.
VBSR COVID-19 Webinar Series: Rebounding with Resiliency: Small Business & Solopreneurs Friday, April 24 th , 11:00 am – 12:00 pm Personal Financial Planning for the Unexpected Tuesday, April 28 th , 1:00 pm – 2:00 pm Register at: bit.ly/vbsrcovidwebinars Webinar sponsorships are available
VBSR is here to help During these challenging pandemic times, please know that the VBSR team is here to help you and your business/organization in any way that we can. Please reach out to us and let us know how you and your team are doing during this COVID-19 pandemic: Roxanne Vought, Executive Director: RoxanneV@vbsr.org Carra Cheslin, Education & Events Manager: CarraC@vbsr.org Toby Aronson, Membership Manager: TobyA@vbsr.org Jordan Giaconia, Public Policy Manager: JordanG@vbsr.org We are monitoring the developing COVID-19 situation and are regularly updating our COVID-19 Resource Toolkit: https://vbsr.org/vbsr-resources/planning-preparing-for-covid-19 /
Thank you all, For attending this webinar, and for supporting a triple-bottom-line business ethic in Vermont. We feel there is more and ever pressing work to be done in developing business as a power for good.
Thank You, Champion Members!
Thank you to our presenters, Nicci Micco Katie Wight Joseph Ingram
Communications in the Context of COVID-19 Nicci Micco, VP Marketing
Mamava Marketing in Normal Times Pods “in the wild” are a powerful marketing vehicle - drive brand PAIProperties awareness and inbound leads Private businesses are a big part of our business, as FLSA and many state and municipal laws require businesses to support moms pumping at work Businesses are investing in making spaces and workplaces inclusive for all, including breastfeeding people Earned media drives Mamava brand awareness Moms on the go need places to pump - they use our pods + our app, which lists thousands of lactation spaces (not just our pods)
Mamava Marketing in the Context of COVID-19 People aren’t traveling - airports no longer a strong marketing vehicle PAIProperties Businesses are closed —except healthcare, government, healthcare, grocery, distribution, some manufacturing businesses Economic anxiety compounds health anxieties Media coverage is centered around the pandemic; fewer installs (and press around them) Fewer moms need places to pump because most of them are at home—but they do need support, maybe more than ever
PAIProperties EMPATHY
Sales-Enablement Marketing: We’re Here to Help Deliver helpful content that is solutions-focused and empathetic of the customer’s challenges and PAIProperties realities. Post COVID: > Let partners/prospects know production facilities are open for business and we are here to help > Paused automated drip campaigns > Bring recent site visitors back via display ads driving to a page emphasizing contextually important qualities of Mamava’s pods: 1) cost-effectiveness 2) flexibility 3) easy- to-clean
Moms: Helpful Content + Community Deliver content they can trust, that makes them smile, that helps them feel connected. PAIProperties Post COVID: > Shift focus of new content creation from travel/work to home/evergreen, trusted breastfeeding information, roundups of helpful resources, uplifting content, light humor > Images and stories of moms on the frontlines and moms coping with COVID times with babies at home > Promote app content features (videos, Sounds for Letdown)
“Words of Support” - Launched Live Events (Zoom) 1st WOS event: focused on “Mama Mantras” 2nd WOS event: Breastfeeding in the Age of Coronavirus; physician and two lactation consultants answered community questions about breastfeeding and pumping in context of COVID
Thought Leadership: Let’s Share What We’re Learning PR + Social Amplification PAIProperties > Offer ourselves as a resource on stories: remote working, breastfeeding support > Focus on customer hero stories/tools Partnerships / Thought Leadership > Embrace opportunities to support like-minded groups > Share ideas, spaces, and audiences, grow together
Mamava COVID Communications in 8 Steps Recognize the context in which you’re communicating. PAIProperties Seek to understand how the context is impacting your audience(s). All the ways. Tune into your company values . Dial up the ones that feel most important in the current context. Evaluate all of your messaging and engagement strategies through the lens of the current context + your values. Adjust your messaging and strategies accordingly. Be creative . Try new things. Note what works (and what doesn’t). Move forward with an evolved perspective.
Corporate Content Responsibility & Social Media in the Era of Distribution COVID-19
The Shift Ecommerce Revenue: +58.40% The gap between your corporate strategy and *Mar . 1-7 (before quarantine for a baseline) versus Mar . 8 onward your social media strategy is shrinking. (after), Common Threads Collective, April 2020 T oday forward, everything that we’re doing should be run through the lens of whether or not we would tell this story on social media. Consumers are spending 30% more time ➔ online Online spend up 10%-30% across ➔ grocery and non-grocery purchases *Search Engine Land, March 2020
Content Type 1 | Stories of Our Efforts We have the stories we want to tell about the things we are doing. But what about every day? What if you can’t DO something big and heroic every single day to talk about?
Content Type 2 | Community Building Our Corporate Responsibility is to Cultivate Community T o serve your community on social media Lead is to provide value. with Ask integrity Value = Cultivating ➔ Escape Community ➔ Entertainment ➔ Education ➔ Comedic relief Listen
Ask & Listen to Provide Value Escape Courage & vulnerability
Cultivating Community | Kindness Surprise ➔ Delight ➔ Spread hope & love ➔ Facilitating a positive space ➔ on a daily basis. Investing in your ➔ community to become a *real* community
Value-add (education & entertainment) ➔ Entertain ➔ Educate ➔ SPREAD HOPE
Business Sense | Distribution Leading with integrity makes good business sense. ➔ owned This educational, hopeful content is sticky content. ➔ If you have the resources, investing in the reach of ➔ these stories with paid social. paid earned This TRIFECT A is the growth marketer’s dream. ➔
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