WELCOME! Technology for Advocacy Organizing ISSUES CONFERENCE 2015 Cynthia Menzel & Stacy Begin
Communications 2-way information sharing where people have an opportunity to – Ask questions – Get answers – Share ideas
Today • WHY = Goals • Target Audiences • Strategy & Planning • Communications Tools
Why start with why?
What do you want? • Awareness • Understanding • Action • Advocacy
“Traditional” Marketing • Advertising – TV, radio, direct mail, outdoor adv., online • Sales promotion – coupons, samples, rebates, contests • Public Relations – press releases to media outlets, sponsorships of events • Personal Selling – salespeople, direct one-on-one contact
Tools for a purpose • Critical mass • Respond to information need(s) • Opportunity to engage • For campaign or event • Reaches a select audience
Communications Tools • Guerilla Marketing • Online/social media • External/public relations • Internal/member communications
What it’s not
Guerilla Marketing • “Unconventional / unusual / unpredictable / unorthodox / unexpected or “un”anything that departs from the norm • Innovative, unique, outrageous, clever, funny • The more creative and jarring a campaign is the better Because it gets people’s attention
What is Guerilla Marketing? • High creativity – gets noticed • Low/no budget • Get people talking/doing (earned media) – ice bucket anyone? • Just about any type of promotion that attracts attention in an unconventional manner Some examples of guerilla marketing….
Blair Witch Project 1 2
Crop Circle Advertising Kansas - The WHOLE wheat state
Small businesses
Restaurant
Interaction with “products”
Spotlight / Beaming 1 7
Consumer eye-level 1 8
Outdoor / Billboards
2 0
Spaghetti anyone?
Know what these are?
Body Part Advertising
2 4
Guess where? 2 5
Memory Loss…
Experiential Marketing
Low budget
Idea Marketing: Social Causes • Community partners? • Guerilla marketing is great for non-profits to draw attention to their cause…
Hunger Awareness
Water Pollution
Landmine Awareness
Stealth Marketing or Undercover Marketing • Sony hired 60 actors in 10 cities, and asked strangers “Would you mind taking my picture?" • The actors handed people a brand new picture phone while talking about how cool the new device was… “ Thus an act of civility was converted into a branding event."
Engagement & Branding • Use guerilla marketing as a positioning tool • By appearing innovative, creative, edgy, hip, fun, consumers (members/target audiences) transfer this perception onto the organization, product or brand
Plan to use the right tools
PLANNING • Set clear goals with “WHY” in mind • Who • Frame & deliver YOUR message • If you don’t define “IT” someone else will • Research, Analysis, Plan
DIGITAL TOOLS
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