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Ceci Dadisman
Digital Marketing Director at FORM 15 years of experience working with arts & culture and nonprofit
- rganizations
www.theformgroup.com
REMOVING BARRIERS THROUGH AUTHENTIC COMMUNICATION Ceci Dadisman - - PowerPoint PPT Presentation
REMOVING BARRIERS THROUGH AUTHENTIC COMMUNICATION Ceci Dadisman - - PowerPoint PPT Presentation
REMOVING BARRIERS THROUGH AUTHENTIC COMMUNICATION Ceci Dadisman Digital Marketing Director at FORM 15 years of experience working with arts & culture and nonprofit organizations www.theformgroup.com First, lets talk about your
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First, let’s talk about your communications ecosystem.
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SLIDE 4 Email
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Traditional Website Online Display Ads Social Media
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Relevance drives response. Response drives revenue.
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― Lee Gallagher
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Right Message Right Person Right Time Right Channel
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Use authentic storytelling to create meaningful engagement with current and potential audiences.
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Establish Outcomes
@cecidadisman www.theformgroup.com
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To communicate effectively, we must establish targeting, messaging, and desired
- utcomes.
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@cecidadisman www.theformgroup.com
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Target Audience(s)
Who are you trying to reach?
Relevant Messaging
What message will be relevant to your target audience?
Segmentation
Are you sending the right message to the right segment?
Call-to-Action
What do you want them to do after receiving the communication?
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Communicating Effectively
Targeting leads to results.
3
Effective Channels
Which communications channels does your audience use most?
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Eliminate jargon and org speak. Focus on the patron experience.
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When you ASSUME, you make an ASS out
- f U and ME.
@cecidadisman www.theformgroup.com
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@cecidadisman www.theformgroup.com
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What Ballet Austin found when they stopped assuming and started getting real.
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We unknowingly create barriers through our most fundamental communications.
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What Palm Beach Opera found when they stopped assuming and started getting real.
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The reasons why we think people aren’t engaged are often not much
- f a consideration at all.
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Create a Plan
@cecidadisman www.theformgroup.com
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Remove siloed communications. Like, for realsies. I’m serious. I mean it.
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@cecidadisman www.theformgroup.com
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Comms Channels
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Who are the people we are trying to reach?
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Make a concerted effort.
- Use data to determine who your core audience really is.
- Identify the demographic makeup of your community.
- How can you reach out to groups who are underrepresented in
your audience?
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How can we meet people where they already are?
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@cecidadisman www.theformgroup.com
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@cecidadisman www.theformgroup.com
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Direct Mail/Print Radio/TV Community Centers Childcare + Schools
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How can we showcase and welcome?
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How can we encourage participation?
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Pittsburgh Festival Opera // #MyFirstTime
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Palm Beach Opera // #PBOperaForAll
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@cecidadisman www.theformgroup.com
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Loews Hotels // #TravelForReal
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New York City Ballet // #withballet
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Use transparent language. Share contingency plans. Have a clear case for support. Make it easy to convert.
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Be sensitive to the mood
- f the time.
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Questions? Don’t be shy!
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WE DO GREAT WORK FOR THE GREATER GOOD We are a digital-first creative agency for arts + culture and nonprofits. We help organizations thrive through strategy and design. We are interdisciplinary zealots dedicated to blending creativity and code, philanthropy and
- commerce. We love what we do, and we love what our clients stand for. We are collaborative,
inventive, inspired. We connect our clients with current and undiscovered patrons through integrated websites, digital marketing, print design, and new technology.
theformgroup.com • 216-921-9460