WELCOME! Technology for Advocacy Organizing ISSUES CONFERENCE 2015 - - PowerPoint PPT Presentation

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May 11, 2023 343 likes •761 views

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 =

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Technology for Advocacy Organizing

WELCOME!

ISSUES CONFERENCE 2015 Cynthia Menzel & Stacy Begin

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Communications

2-way information sharing where people have an opportunity to –Ask questions –Get answers –Share ideas

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Today

WHY = Goals
Target Audiences
Strategy & Planning
Communications Tools

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Why start with why?

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What do you want?

Awareness
Understanding
Action
Advocacy

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“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

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Tools for a purpose

Critical mass
Respond to information need(s)
Opportunity to engage
For campaign or event
Reaches a select audience

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Communications Tools

Guerilla Marketing
Online/social media
External/public relations
Internal/member communications

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What it’s not

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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

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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….

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Blair Witch Project

1 2

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Crop Circle Advertising

Kansas - The WHOLE wheat state

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Small businesses

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Restaurant

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Interaction with “products”

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Spotlight / Beaming

1 7

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Consumer eye-level

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Outdoor / Billboards

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Spaghetti anyone?

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Know what these are?

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Body Part Advertising

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Guess where?

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Memory Loss…

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Experiential Marketing

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Low budget

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Idea Marketing: Social Causes

Community partners?
Guerilla marketing is great for non-profits to

draw attention to their cause…

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Hunger Awareness

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Water Pollution

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Landmine Awareness

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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."

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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

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Plan to use the right tools

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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

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