Welcome DRW Conference 2015 Agenda 10:00 Welcome Where are we and - - PowerPoint PPT Presentation

Welcome

DRW Conference 2015

Agenda

10:00 Welcome ‐ Where are we and new groups JK 10:15 Finances and KPIs PA /RG 10:35 Group reports – Sharing results and best practice All 11:15 Coffee Break 11:30 IT Development ‐ New Website GC / RC 12:30 Lunch 13:30 Local Publicity and Press Campaigns RDG group 14.00 Social Media GC / RC 14:15 Getting People to come what tools do we have PA / All 14:30 National Roles and Opportunities JK /PA 14:45 AOB All 15:00 Close JK/PA

Introductions

Trustees: John ‐ Peter ‐ Robbie – Michele Website development and maintenance: Graham – Richard Welcome to New faces

10 Workshops represented here today

Basingstoke Belsey Bridge Caerphilly Harnhill Lee Abbey Leicester Malvern Orpington Reading South East Cornwall

Our aims following the last meeting

• Continue to promote DRW building public awareness
• Continue National advertising campaign within budget
• Continue the website development
• Seed new workshops

15 ACTIVE WORKSHOPS

Basingstoke Belsey Bridge ( Norfolk) * Caerphilly Darlington Harnhgill ( Cirencester) * Lee Abbey (Lynton) * Leicester Malvern Norwich Orpington Reading Skipton (Scargill) * South East Cornwall (Bodmin) Sutton Coldfield Warwick

5 Potential new locations in the pipeline

North London Hertfordshire Scotland Bishop Storford Stroud

Finances Peter and Robbie

Financial summary 2014

• Bank interest

£5

• Media sales

£125

• Group workshops

£990

• Group closures

£1,359

• National workshops

£5,972

• Total Income

£8,451

• National workshops

£6,124

• Advertising

£5,267

• Insurance

£430

• Website

£144

• Taster day expenses

£251

• Postage/office expenses/phone

£203

• Total Expenditure

£12,419

• Outgoings for year

£3,968

2014 DRW Advertising campaign funded from Central

Publication Date Devon Lifestyle Mar‐14 Eastlife Feb‐14 Eastlife Mar‐14 Eastlife Jun‐14 Eastlife Sep‐14 Yorkshire Evening Post (editorial see Peter) Jan‐14 Hospital Radio Plymouth Jul‐14 Lifestyle Times Issue 26 Feb‐14 Lifestyle Times Issue 27 Feb‐14 Lifestyle Times Issue 31 Jun‐14 Lifestyle Times Issue 32 May‐14 Norfolk Magazine January issue Jan‐14 Thames Valley Times Issue 2 Jun‐14 Thames Valley Times Issue 3 Jun‐14 Thames Valley Times Issue 12 Nov‐14 Warwick Hospital Map Sep‐14 West Country Advertiser Issue 18 Sep‐14 West Country Advertiser Issue 20 Nov‐14 West Country Advertiser (Family Matters) Nov‐14 Western Guardian Issue 50 May‐14 Western Guardian Issue 51 May‐14 Western Guardian Issue 53 Jun‐14 Western Guardian Issue 58 Aug‐14 Western Guardian Issue 60 Sep‐14 Western Guardian Issue 63 Nov‐14 Western Guardian issue 66 Dec‐14

Key Performance Indicators

Workshop Attendees Income Expense Net income per attendee Basingstoke 15 £890 £1,117 ‐£15 Leicester 15 £710 £877 ‐£11 Malvern 14 £940 £1,223 ‐£20 Norwich 14 £875 £1,011 ‐£10 Southampton 5 £300 £203 £19 Sutton Coldfield 23 £1,116 £690 £19 Warwick 16 £1,365 £1,118 £15

Workshop Attendees Income Expense Net income per attendee Belsey Bridge 10 £1,760 £2,080 ‐£32 Harnhill 15 £2,620 £2,758 ‐£9 Lee Abbey 22 £770 £352 £16 Reading 9 £360 £472 ‐£12 Skipton 10 £262 £462 ‐£20

Key Performance Indicators

Local Group Summary Reports 2 mins each Group !!

Break



Website Development Graham and Richard

LUNCH

Running a Local publicity campaign !

Courtesy of Susan Corcoran (PR Consultant) and the Reading Workshop team

“Divorce Recovery Workshop offers brilliant courses but we need to make people aware that we exist” “We need to explain to people what DRW is about and persuade, often hesitant, fragile, angry people to attend”

Firstly, why do we need publicity

How do we solve the problem and get information to people?

We can use: Printed newspapers and magazines News and magazine websites Advertising (expensive) Trifold Leaflets Display Posters and Flyers Email information www.drw.org.uk ‐ for info, updated course and contacts Social media, Facebook etc Radio and television Contact people who help others: Solicitors, Doctors, Clergy, C.A.B, H R Departments, Councillors

DRW Website

XN Magazine

Independent, reflects community and church life Free, 15,000 distributed a month Henley, Reading, Wokingham, Bracknell areas

XN Magazine

Spring 2014. Combination of free editorial and paid advertisement. We paid for a quarter page advertisement and we given a quarter page free for our article We sent story & picture

• f organiser (John

looking friendly?)

• NB. Editors always look

for the human angle and local interest

XN Magazine Half page aditorial autumn 2014

Magazines and newspapers – printed and

• nline
• Big changes as local printed newspaper numbers

drop

• Online users increasing
• Manchester Evening News: Printed copies 66,521,

that’s 4.1% down

• Website unique users per day 414,521, that’s a

194% rise !

• Critics say user numbers include those looking for

non‐local joke spot etc but even so it’s impressive

• Numbers of journalists and photographers will fall

Reading Chronicle, circulation 6000+ printed copies Action:

Sent Press release and also sent a longer piece with photo and logo in case they had room (but not this time).

• NB. As Reading covers the Berkshire / South

Oxfordshire areas we made a plea for as many of their editions as possible.

Local Papers

Chronical group Papers

Action: Jan 8, 2015 ref March workshop and picture of cheerful DRW helpers Our story and picture were used. It’s well worth sending to news websites and newspapers News organisation chooses to put piece in print or on website or both. (This one just in print).

Free periodical magazines, some printed, some online

• Rich source in Thames Valley
• Check deadlines carefully, can be a month or

more in advance

• Better to get it earlier than that!
• Send press release and photos, with high res

logos etc

Round About Magazine

Round & About magazine

• A5 magazine monthly delivered to 361,580 homes
• Rural areas in Glocs, Oxfordshire, Berks, Bucks and Surrey.
• Includes Cirencester and Guildford, but not Reading and

Oxford

• Lifestyle type magazine (probably aimed at ABC1 socio‐

economic groups)

• Includes supportive, community ‘Ramblings’

section

Round & About Magazine

Actions:

January 2015 Sent press release, including a shortened for ‘Ramblings’ section and a longer version with photo and logo in case they had room (but not this time). As the Berkshire/South Oxfordshire course we made a plea for as many of their editions as possible. Result: Our March course was publicised on first page of ‘Ramblings’ in the following magazines: January editions sent to 61,050 homes covering: Wokingham/Winnersh ‐ Twyford/Woodley () *Goring/Pangbourne /Yattendon *Henley/Watlington February editions, 57,232 homes: Twyford/Woodley ‐ Caversham/Sonning Henley/Watlington ‐ Warfield/Binfield

Round About Magazine

Local Press RG10

We sent our press release, photo and logo, all used. A5 magazine delivered to 7,000 homes in Twyford and nearby villages. They donated the page below to DRW, at no charge Very involved with the community and Caring of charities Lifestyle magazine ‐ Six issues a year

Local Press releases for RG10 Magazine full version

Editors opening page RG10

Local Press like local stories and photos to add life to a story

• NB. Obtain group permission firsts!

Local Radio

To achieve getting exposure on local Radio :

• A topical theme is always good.
• Sent press release 10 days before ideal broadcast time.

(send earlier if before a holiday)

• Offer to be interviewed live or recorded in Studio or by

phone

• Ring them to see their reaction and respond.
• They’re supportive and sensitive
• NB. If a journalist asks you to do anything, anytime, using your

judgement, try your very best to do it or get someone else to do it.

For example ‐ Radio Berkshire Each week 92,000 people listen for at least five minutes

• Coverage achieved :
• Mid week, afternoon programme – John interviewed

ref views regarding a proposed new reality programme ‘Marriage at first sight ‘

• Early Sunday morning programme ‐

Toni and John attended Studio for interview. Coverage repeated twice

• The story: How the workshop helped Local people

Local Radio &TV

• Dec 22, 2014.

Kathy recorded trailer for interview re relationship stress of Christmas, New Year time for decision, more seeking divorce then.

• Dec 31, 2014 New Year’s Eve. Interviews with Kathy by phone,

and John in the studio at 7.20am.

• Coverage
• n the hour every hour in bulletins much of the day.
• The story: DRW

ready to help as couples decide to call it a day.

• Local television is more difficult, but send the same press

release to them as well. They may be just about to feature a programme on separation or divorce etc.

Local Radio & TV

Local Radio

Summary :

• Be prepared for interview at little notice (NB. It can be crack of

dawn! )

• Just before interview, ask/remind them to mention course

dates, venue, website address ‐ If they don’t, you weave it in.

• Be sure to mention Divorce Recovery Workshop
• You can also send a press release reacting very quickly to news

item re separation or divorce

• Remember to take Tri‐folds / Poster and always thank the

interviewer and producer

• They can initiate contact as relationship builds

BBC Radio Interviews Vernon Harwood

One example

Other Contacts:

• Solicitors

‐ Find local firms specialising in Divorce

• Doctors

‐ Talk to practice Managers – may take advertising or Tri‐ folds

• CAB ‐

Always looking for way to help people . Use Tri‐folds

• Libraries

– take posters and Tri‐folds, speak to person in charge

• Coffee shops and cafes
• Supermarkets

and any where with notice boards

• Local companies ‐

Larger firms with HR Departments

• Churches ‐

One short paragraph sent to as many churches as possible via direct mail email and networking.

• Exhibitions ‐

local exhibition or resource shows such as Celebrate Norwich

General Publicity

Look out for local articles or promotions by Solicitors and make contact – advise them

• f the services we offer
• r better still arrange a

short meeting – leave tri‐folds with them

Local Opportunities !

Published by NeighbourhoodDirect Ltd www.neighbourhooddirect.co.uk

Paid add in Doctor’s appointment cards

Local Exhibitions ‐ Celebrate Norwich

Using available Material

Local Exhibitions ‐ Celebrate Norwich

Create a warm and inviting atmosphere – using your ambassadors

Tips on how to write/send press releases

• We can’t demand free publicity
• Make sure releases are sent in good time
• Layout work on a weekly publication starts more

than a week before

• Email a press releases
• Phone calls are more open to misinterpretation
• Hard pressed journalists often just use what is

sent

Skills Required

• No literary skill needed!
• Choose the newsiest angle like: Holidays, including

New Year prime time for seeking a divorce

• Christmas putting stress on relationships. Valentines

not romantic for all etc Long summer holidays hard for separated families

• Anything new: new course opening in your area etc.

land mark achievements no mater how small.

• DRW helps its 8000th workshop participant etc etc

and maybe interview with that person

Human Interest ‐ Name Names!

• Quote the organiser by name “We’re here to help etc”
• Quote someone’s experiences of separation and how

DRW has helped

• Can use pseudonym e.g. “Mary of Oxford”
• Give session titles
• List how attendees are helped e.g. unscramble

emotions etc

• Bullet pointed list helps break up text
• Show dedication and enthusiasm . If we don’t show

we believe our own news why should they. Tell them: divorced people have nodded hard as they have read the list!)

Who is the Workshop for!

• Don’t refer to churches etc if not for a religious

publication

• DRW is for people whose relationship has broken

down

• They may be “separated or divorced”

(may not have married)

• Courses are for all, any age, gender, background
• Try to provide a phone contacts for a man and a

woman where possible (first names only)

• Say they can provide more information
• Include website address www.drw.org.uk

Contact with Journalist

• Ring journalist to check email has been read ‐

any queries?

• Work out their response
• Keep chat friendly, short &infrequent, they are busy
• Good relationship may result in more space etc
• Tell them DRW is a registered UK charity
• Be grateful for anything they use. Later, email your

thanks

• Use ‘What’s On’

listings in local papers and websites

• Newspapers/news websites like something with a

harder news start. Example “Wokingham‐based charity expanding with Bracknell course starting. Demand growing in that area etc)

Photographs and Logos

• Have stock photos, if they don’t exist create them

and obtain subject’s permission

• Getting the publication to take one themselves

means they will use it. But this is hard unless it’s very newsy.

• Fewer photographers now employed, hassle if they

have to send someone out to you.

• Photographers more likely to be available weekdays

during the day

• A lump of text on its own is not enticing

Photographs and Logos

• Always send the DRW logo in high resolution
• If sending own photos use as high a resolution as

possible as low res rarely used these days

• Could be a pleasant pic of someone quoted in the

article, Close up, small group of people but check all pictured are happy to be identified

• Backs of heads if necessary, but include some full

face (facilitators or other who don’t mind being identified )

Photographs and Logos

• Cheerful group of DRW people is fine – see Chronicle

above

• Consider if you want “head clutching”

people in pictures (Stephen Fry is campaigning against their use in mental health stories)

• Make sure the DRW logo is used in full and retains its

aspect ratio

No quick answers

• There are no short cuts ‐

Getting publicity just means ploughing through ideas like those above

• Your time is necessarily limited so make it count.

Anything you do will have an effect

• It’s the drip,drip, that wears away the stone and

should produce more people at workshops!

No quick answers

Finally, don’t lose your enthusiasm, just stop and consider the help the workshop brings to people like us and how grateful we are that someone like you took the trouble to encourage us to come along!

Social Media The way forward?

Getting People to contact us and converting enquiries

• What do we have at our disposal by way
• f promotional materials ?
• Are we accessible?
• How do we respond to enquires?

Available Workshop Promotional Materials

Pop‐up Banners Horizontal banner Trifold leaflets Posters A5 Advertisements Press release examples

A5 Posters

Generic ‐ Specific

Advertising

Landscape Portrait

Advertising

Small adds 1 column x 6cm

Recently separate from a significant relationship or divorced Whatever stage you’re at, the workshop will help you gain a better understanding of what you are going through.

Call 07000 781889 www.drw.org.uk

Small adds 1 column x 6cm Small adds 1 column x 22cm

Where should we place adds from Central funds

A county lifestyle Magazine but also used to specifically promote Norwich workshop and Belsey Bridge If left in waiting rooms

• ne copy will be read by

33 people with 81% taking action after seeing a specific advertisement. Readers per issue (circa 152,314)

Group Advertising Possibilities ‐

8 Diocese in one deal

• Rochester
• Portsmouth
• Guildford
• Oxford
• Bedfordshire
• Southwark
• Salisbury
• Essex

Targeted advertising

Southern Observer

Free Advertising

Self Publicising workshop via LA brochure mailing and own website plus DRW Website

Advertising ‐ Celebrate Norwich

Warwick Hospital main entrance layout map DRW Poster advert 1 year placement

Alternative Advertising Thinking outside the box!

Wokingham Medical Centre Appointment cards Permanent DRW advert 1 year placement 34,000 cards per yr

Alternative advertising

Alternative advertising

Prominent position immediately inside tri‐folded card Wokingham Medical Centre Appointment cards

Responding to enquiries

We must respond promptly wherever possible. Email – Whilst it is convenient and effective use of time it’s difficult to communicate on a personal and sensitive level using Email. Respond giving the information required giving your phone number but also ask for their phone number so that you can call them to discuss things in more detail. Ask when the most convenient time to call would be. Phone ‐ If the phone is answered by anyone other than the enquirer , only use you name and do not mention DRW. Fees‐ Don’t forget money should never be an obstacle

Questions and Answers AOB

Close

Moving on Workshops

• Why have them
• Where have they run before
• What have we learnt from experience
• Materials available ‐

scenarios

Session 1: Breaking the mould – life as a single person (Session 1: Is it really happening to me) Discuss the following scenarios:

You have not worked outside the home for 20 years but you now need to earn your living. How do you feel about this prospect? What are the potential advantages and disadvantages of having a job? What practical steps can you take to find a job? You notice in your local paper that one of your favourite actors is appearing in a new play and you would really like to see it. Consider whether you would feel comfortable going to the theatre

• n your own. If not, what

factors would affect your decision? How would you find a companion to go with you? During your marriage your spouse looked after the finances. Now, as a single person, you need to be responsible for budgeting and financial planning. Does this prospect scare you or excite you? Why? What are the key steps you need to take in assuming responsibility for your own financial affairs? As a married person, many of your friends were also couples. As a single person, do you think it is possible to remain friends with them? What factors could influence whether the friendship continues or not? How can you start to cultivate friendships with other single people?