Welcome to Welcome to email marketing software that gives you - PDF document

10/22/2015 Media Service Media Service Workshop October 21, 2015 MailChimp is an Welcome to Welcome to email marketing software that gives you easy options for designing, sending and saving email templates. 1

10/22/2015 Each of you will receive a welcome Getting email from Mailchimp with a link to sign up. Once you sign up, you may Started be prompted to verify your account. This is your homepage. All campaigns will show up here. Here you will create a folder to house your organization’s releases. 2

10/22/2015 On the next page you will be given the option to: Send to Entire List OR Send to a Group or New Segment 3

10/22/2015 “Send to a Group or Segment” “Send to a Group or Segment” 4

10/22/2015 “Send to a Group or Segment” Choose Choose the Media Types “One of” or you want to Include or “None of” Exclude “Send to a Group or Segment” You can choose to further narrow or expand your group of recipients by clicking “Add Condition” 5

10/22/2015 Navigation will be at the bottom of the screen Default settings are in place. Do not be concerned with these check boxes Name your campaign: This is solely for internal use. Use your Organization name Email Subject: This is what media will see in their inbox. Make it catchy & to the point. Avoid unnecessary adjectives (great, awesome, amazing). From Name: Media will see this in their inbox. Use Organization name (or your name if you are an individual artist). From Email Address: Media will see this in their inbox and it will be who receives any replies from media. Make it an email address that is checked often and is professional (e.g. NOT dancerqueen123 @ yourdomain.com) 6

10/22/2015 Default settings are in place. Do not be concerned with these check boxes On Templates Page click on “Saved Templates” 7

10/22/2015 Release with Simple Text Preferred: Sidebar Release 1 Column Release 8

10/22/2015 You will see this footer at the bottom of every release you send through the service. Do not edit this. Send a test to your email address When your release is complete click “Preview & Test.” “Enter Preview Mode” first then, if satisfied with result, “ Send Test Email” 9

10/22/2015 After preview is sent, click “Next” YOU’RE FINISHED! (almost) 10

10/22/2015 For step-by-step instructions & release guidelines go to: artshuntsville.org/member-services Service available starting: Monday October 26, 2015 11

10/22/2015 What is Newsworthy? How to ensure coverage for the arts Print Television It is your job to answer: It is your job to answer: Who, What, Where, When, Why & Television, Why does your event or program How much. Never make them ask! warrant that :25 to 2 minutes of coverage? Print & How do you improve your chance How do you improve your chance for coverage? for coverage? • Be available/accommodating Radio have • Send a clear, thorough, & • Make connections. Many attention grabbing press release publications have reporters on • Be available/accommodating very “beats.” Know who covers Arts & Entertainment! • Follow up the day of the event • Send photos. different • Make connections. Reporters/producers can vouch for • Submit info to Calendar of you in editorial meetings Events. Often publications require needs you to input your own information • Send photos. If they can’t get a onto an online calendar. Know the cameraman to you, you can still deadlines for print calendars and get promotional content to them. have a plan in place. • Request Interviews on morning or midday shows 12

10/22/2015 Radio Promote Yourself • On-air talent will often talk Have a social media plan about events on air. in place. You cannot Television, • PSA. Many stations air 15-30 count on a media source Print & second community PSAs for to write/produce a story free, but they must follow about your event. Be certain guidelines. Many Radio have active in promoting your stations require them weeks own events on Facebook, in advance. (consult media very Twitter, and other social guide for details) media outlets. • Request Interviews. different needs How to write a Press Release How to ensure your release doesn’t end up in the trash 13

10/22/2015 Present a newsworthy story. What is newsworthy? - Relevant/Timely - News is always happening. Keep it current. If it’s happening/happened What is the today, it’s news . purpose of a - Significance - The number of people affected by this event. A private, invite-only Press Release? event is not newsworthy (e.g. pARTy). - An event that impacts more than just the event-goers will garner more coverage. (e.g. Panoply shuts down portions of Williams Ave. & Church St. Not only will the event get coverage, but reporters will cover traffic impact and meteorologists will provide tailored weather forecasts.) A press release is a sales - Proximity tool. You are selling the - People care about what’s happening close to home . In most cases an media on your event and Atlanta or Nashville publication is not going to run a piece on a organization. Huntsville event. However, reaching out to regional publications to promote large, annual events can draw in visitors from neighboring states and regions. Use your best judgment. A press release should convey the authority and - Prominence credibility of your - Events featuring local leaders gain more interest. organization. - Human Interest - Human interest stories appeal to emotion and/or demand action. Television news programs often place humorous, quirky, or uplifting stories at the end of the show to finish on a high note. Newspapers often have sections dedicated to Human Interest/Lifestyle stories. Every Release Answers 6 Questions 14

10/22/2015 Logo / “Who” Contact Info What’s Release Date Media Contact Info Title in a Press “Who” & “What” Release “When,” “Where,” “How much” Quotes “Who,” “What,” Press “Why” Release Format Social Media 15

10/22/2015 Send Your Follow up with a Press Release! Media Advisory Send releases at least a Send the day before the week before your event. event Then NOTE: If you want to  Provides “Who , What, schedule live TV or Radio When, Where, How interviews you will need what? m uch” in bullet points to reach out to format organization several NOTE: Reach out to your weeks (sometimes contacts to see if they will months) in advance. They be at your press event. will not require the press release at the time you reserve your spot. QUESTIONS? 16

10/22/2015 Creating PSA’s for Radio (and TV)  A public service announcement ( PSA ) is a message in the public interest disseminated by What is the media without charge, with the objective of raising awareness. PSA? 17

10/22/2015 PSAs typically last no more than :15 or :30 seconds. What In that time, you should address: Who, What, When, Where, Why & How Much? makes a  Avoid flowery language and words like “very” and “really” GREAT  Direct people to where they can find additional information PSA?  Keep it simple. Remember, they are most likely driving!  Cut out information that’s implied (“Alabama” in the location or “www” in the web address) Panoply Radio PSA 2014 18

10/22/2015 Note:  Some stations require pre-produced PSAs, not just a script. If you do not have the resources to produce a PSA they will allow you to record one in- studio.  Stations often needs 2 -5 weeks advance notice on a PSA. Know each radio station’s deadline and have a plan in place. QUESTIONS? 19