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Panelists:

Linda Gorman, Director, Communications & Public Affairs, AAA Arizona

www.twitter.com/AAA_Arizona

Michelle Olson, President of Olson Communicationswww.twitter.com/OlsonComm

Liam O’Mahony, Chandler Recreation Information Specialist

www.twitter.com/ChandlerRec

Traci Tenkely, Chandler Aquatics Coordinator www.twitter.com/ChandlerAquatic

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Panelist Web SitesAAA Arizona: www.aaaaz.orgOlson Communications:www.olsoncomm.comChandler Aquatics:www.chandleraz.gov/aquaticsChandler Recreation:www.chandleraz.gov/recreation

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Liam O’Mahony, MBA, APRInformation Specialist

City of Chandler Community Services Department & Recreation Division

Old & New “3Cs” of Marketing Traditional “3Cs” of Marketing:

Company, Customer, Competitors

Think of the New “3 Cs of MarComm” as:

I. Content - Develop and share II. Community – Listen and respondIII. Creativity – Maintain brand & align

with colorful visual storytelling and distribute compelling information in unique ways with human interest.

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Old & New “4Ps” of MarketingI. Traditional Marketing Mix consists of “4Ps”:

Product, Price, Place, Promotion

II. Digital MarComm Mix  consists of new “4Ps”:

Platforms, Purpose, Principles, Passion

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New Type of SWOT AnalysisInstead of traditional “SWOT” analysis of Strengths, Weaknesses, Opportunities and Threats, new MarComm “SWOT” model includes:

“S” for Sharing information, transparency“W” for Welcoming ideas & suggestions“O” for Organizing content and channels“T” for Targeting audiences by channel

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Merging MarComm Mix OverviewSales = Direct Comms Customer = Testing BrandActive

Feedback

Public Relations =Earned Influence with Stakeholders + Earned Coverage in Media Customer=Brand Awareness Feedback/Action

Advertising = Content Mixing With Medium Customer = Understanding BrandPassive Slow/Unpredictable Response  (Distortion of Context?)

Marketing = Collateral or Multiple Channels Customer= Embracing Brand Residual Response (Oversaturated?)

Digital Marketing = Array of Channels w/Reciprocation Customer = Advocating Brand Proactive Response/Shared Experience

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MarComm Discipline Strategies & Tactics to Support BrandMedia RelationsRelationship building with media – tours, press releases, pitchingMaintaining online press room – fact sheets, logos/photos, historySpokesperson training and knowledge of programs and facilitiesFree TV /newspaper online event calendarsAdvertisingNewspapers, magazines; shift to web adsDeveloping web video, virtual toursDirect MarketingSubscription lists for customer collateralPromotional card mailersCoupons in publications

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MarComm Strategies & Tactics to Support Brand …continuedDigital MarketingWeb site design and registration user appealFunctions and features – photo galleries, video integration, customer feedback E-newsletters – list development, acquisition, content format and graphicsSocial Media MarketingDeveloping brand across all channelsDedicating resources for daily or weekly content managementCustomer Service CommunicationsSocial media show & tell at events; enews sign-up at kiosks Special event participation –expos, health fairs, summer camp fairsOpen houses for instructors to showcase classes Annual staff training and review of web site, materials, customer messagingDeveloping brand ambassadors among employees and spokespersons

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Branding Division & FacilitiesAligning facilities or

programs:Logo/brand look & feel:

welcome mats, banners, signage, web site, email signature, employee desktop wallpaper.

Mission Statement / Program Values posted in lobbies

Consistent logo, images or colors on permanent and portable signage for events/info displays

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Division Logo

Mission Statement at Facilities

Division / Facility / Event / Award Logo Branding

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Branding Signage Examples

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Welcome Mat at Six FacilitiesTeen Programs Banner

Information Fair Booth

Pop-Up Sign for Lobby/Events

Seasonal Registration Flag / Facility Banner

Digital Marketing Look & Feel

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Monthly Enewsletter Masthead

Magazine Image for Social Media

Promotional E-blast for pass holders

City Wallpaper & Social Media Sites

Promotional Partner OutletsIdentify common interests

with potential partnersHost Chamber, non-profit,

local organizational events.

Community Day of Play event sponsors – help with securing vendors/logistics.

Health fairs – synergies with small business.

Instructor Open House/Expo free class demonstrations at facilities. 15

Special Events Protocol“Brand the Booth” – Signage, table cloth,

displays.Call to action – enews sign up/giveaway

incentives.Networking– collect vendor info for future

partnership opportunities or city events that need vendors.

Marketing the display – photos of booth and event for customer collateral and digital channels.

Leave behind extra materials with event host.

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Web Site Audit & EnhancementsGeneral welcome messageEvent previews or periodic blogsIncorporating social media widgetsEnewsletter sign-up button / link to latest

editionVideo elementsSpecial events calendarHighlighting awards or honors

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Summer 2011 Web Redesign

Marketing Professional DevelopmentContinuing education and networking with

marketing and public relations associationsCapitalize on free or low-cost marketing webinars“Harvest” industry and local business publicationsAttend marketing presentations, luncheons, eventsCollaboration other agency peers, best

practices sharing at lunches or local conferences.Leadership association board involvementMentoring student, participate in career daysVolunteering events for different perspectives

on promotions and logistics

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Reporting & TargetingAnnual/seasonal customer satisfaction/awareness surveysRegistration forms - “How did you hear about this

program/class/event?”Periodic web measurement (IT internal/free web tools)Google Business Listing – traffic, action steps from searchAnnual marketing or public relations report for

department heads or city leaders.CRM (Customer Relationship Management) Database:

using data to segment / target communications and offers.Electronic discounts / specials / remindersRegistration reminders / pass renewalsReferral incentives

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Google Business Listings

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Google Business Search & Action Metrics

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Linda Gorman, APRDirector of Communications &

Public AffairsAAA Arizona

Goal

Discuss techniques to promote programs and services via community partnerships and

public relations strategies and tactics.

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PR Planning: Things to ConsiderPR Planning: Things to ConsiderGoals

What is the purpose of the program/service event? For ex. “To reduce child drownings in AZ by 5 percent in 2012 via community water safety classes”

Objectives What broad objectives will be used to reach goal? May have more that one objective

Tactics Specific tasks/initiatives to be implemented for each objective, i.e. “hold water safety

days every Saturday in May”Measurement

How will you measure each? If possible, use outcome vs. output metrics. Important but often overlooked

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Things to Consider Things to Consider …continued…continuedDon’t forget:

BudgetHard and soft costs

AudienceCommon mistake is objectives are often targeted to

“general public”. No such thing. Targeted audience will inform tactics

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Public Relations TacticsPublic Relations TacticsExamples of public relations tactics include,

but are not limited to:Targeted press releases to media

Include expert sourcesVideo and B-roll or photos to accompanyMorning and weekend news “lives”Decide visuals before sending to the media…how can they

tell the story? Media preview day? Victim or attendee interviews?

Editorials/guest columns in community papersSocial media, including blogs, Facebook, Twitter,

etc.27

Cultivating & Distributing News The “New” Media Relations:

Staff as “content provider” not just resource to news outletsMonthly or seasonal fact sheets for programs and eventsSending e-blasts / monthly enews to targeted media listGuest media presenters at staff marketing meetings

Value of Local Newspaper & Magazine Content:Discover and share events, fundraisers, volunteer opportunitiesUncovering local business and marketing calls for award nominations for companies, individuals, volunteers and local athletesSharing features, news and honors of residents and partnersLook for possible tie-ins for future events for partners or sponsors

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Tactics: RememberTactics: RememberThe goal/strategy should always inform the

tactics—not the other way aroundDon’t use social media because it’s cool. Use it

because your objective has shown that this will be effective

Don’t need to use all tactics and doesn’t need to be expensive

Your BEST asset is your Public Information Officer!Engage this department early to develop the

most effective tactics and ensure measurement29

Don’t Neglect the Power of Don’t Neglect the Power of PartnershipsPartnerships

Community partners can be your best allies to help you reach your target audiences and reach goals

When reviewing goals, objectives & audiences, determine: What organizations or associations have influence with this

demographic? Where does this demographic go to find trusted information?

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Michelle Olson, APRPresident

Olson Communications

What is Content Marketing?Creating useful or desirable content, distributing it

to those that can benefit most from it and personalizing it to encourage engagement.

How do you market your content?Virally. Digitally. Socially.

Utilizing social media to disseminate your message can reach a variety of consumers in fast, free and effective ways. What’s better yet - they can reach back at you.

Engaging your audience in your message helps humanize your brand. And getting there is easier than you think…

Developing Content Provide community and organization facts, saving tips,

triviaHistorical information or milestones to highlight programs Develop editorial calendar, i.e. Tuesday Tip” or Friday Fun

Fact”Ask for ideas and involve employees; creates support

systemFind passionate customers or residents and interact

regularlyCustomers & employees control your message, make sure

they understand what to sayBrand is embraced if everyone understands goal of social

mediaMeasure what you can and set priorities of your channels.

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Why Go Social?How to make it work for you!

Fast Facts: •7 in 10 Americans use web for news & even more for info gathering•TV & print media outlets are losing market share• 97% of journalists search sources online

Benefits to You: •Better Brand awareness•Immediate customer service & reputation management – “in real time”•Highly Targeted audiences – micro-persuasion•Increased Community involvement•Measurement!•Improved Employee relations

Social Media: Conversational StyleDesignate a couple employees to be “community managers” to lead conversation & drive contentUnify your brand “look and feel” across different channelsCreate content with casual tones, conversational feedback and regular updatesRespond to customer feedback in some fashion if feasible

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Issues & Customer Service Social media as a customer service response mechanism: monitor and respond to customer issues, negative sentiments or detractors.

Take offline as quickly as possible to resolve.Address question, complaint or concern one-on-one.A negative experience that is rectified creates new

fan.Also a channel for crisis communications for breaking news, cancellations or emergency updates

Have a plan in place to disseminate information. Post specific updates or alerts as quickly as possible.

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Facebook TipsFact: Facebook is the top social media platform with 500

million+ active users

Quick ways to use Facebook effectively: • Event Widget: create events

on Facebook and inform people about them directly through the site.

• Keeping your events updated makes your page the go-to for anyone who wants to know what’s going on and who will be there.

:-(

Facebook Tip …continued• Tabs: sectioning your

content into sub-tabs makes finding information easier for your users.

• Utilizing a bit of Facebook Markup Language (FBML) can turn your page from ordinary to extraordinary. Like this!

Twitter Tips

Fact: Fastest growing social media platform (200 million users)

• Tweet helpful information:

• Industry information• Updates, events• Personal anecdotes,

experiences • Links to resources

• Use Twitter to be seen, Include:

• Web links• Twitpics • #hashtagsto make your content

more interesting and easier to find (events/meetings)

Quick ways to use Twitter effectively:

Twitpic – Posting Event PhotosPromote event flyers, proclamations & photo-

opsShowcase photos from programs and events

to encourage future attendance and participation

Recognize awards and other achievementsThank staff, volunteers, partners and

sponsorsTwitpic provides number of times viewed

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YouTube Channel & Playlists

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• Logo/brand consistency • Create separate playlists

by event, facility, program, age categories.

• Set featured video & playlist according to season or upcoming event.

• Use key word search terms in brief video descriptions.

Other ResourcesFree & low cost ways to get your word outand hear what others are saying about you

• You don’t have to author a blog to get involved

• Small audiences of the right people - micro-persuasion

• Creates thought leadership

• Trend-focused information brings readers

• Search engines like active blogs

Benefits of Blogging

www.wordpress.com www.typepad.com www.blogger.com

Resource Links:

Other ResourcesFree & low cost ways to get your word outand hear what others are saying about you

Social Media Monitoring

www.google.com/alerts www.viralheat.com www.twilert.com

• Keep an eye, and ear, on what others are saying automatically

• Monitor a variety of sites from one location

• Be alerted quickly, via email

• Allows opportunity for you to respond, fastResource Links:

Other ResourcesFree & low cost ways to get your word outand hear what others are saying about youSocial Media Management

• Social media is a 24/7 media

• Schedule posts ahead of time to keep up with the constant conversation

• Keep an eye on what is being said about your brand in one place

• Allow updating of multiple sites from one location

• Allows opportunity for you to respond, fastResource Links:

www.tweetdeck.com www.hootsuite.com www.tweetpo.st

Other ResourcesFree & low cost ways to get your word outand hear what others are saying about you

Analytics Tools• See what people are searching for that leads them to your site

• Learn demographics of your consumer

• Help plan keywords and content topics

• Aide in creating highly targeted content

• Use findings to improve SEO

www.google.com/analytics web.analytics.yahoo.com

Resource Links:

• Get your news out, digitally

• Distribute press releases virally as social media releases your

• Information is more widely seen and easier to find

• Include multimedia elements that are unavailable in traditional press releases

Other ResourcesFree & low cost ways to get your word outand hear what others are saying about you

Social Media Releases

Resource Links:

www.pitchengine.com www.pressit.com

Writing An Effective Social Media Release

-Keywords: Always include the top words that people associate with your brand in all writing that you do. What words are they searching when they land on your page?

-Links: Use hyperlinks to connect back to your organization’s website. Highlight key words and phrases as links to give readers a place to go to find more information.

-Tags: Pull key words and phrases out to be used as tags. These tags will be picked up through Google, Technorati, Digg and other social media release monitoring sites.

-Multimedia: Use your social media release to highlight photos, videos and audio clips that you cannot include in traditional print media materials.

Keeping your brand’s Search Engine Optimization (SEO) in mind is the key to making sure your message gets seen. When writing a social media release, include the following to maximize visibility:

Training and Communication

Traci TenkelyRecreation Coordinator

City of Chandler Aquatics Division

Objectives• Define Wiki: how to, uses, example

• Google: calendars, docs & forms

• Blogger: public & internal use

WikiCollaborative Software

Public Uses: seek community input & share ideas

Private/Internal Uses: company intranet, collaborative group work

Public Use

Internal Use

Going

Blog: Public

• Community Involvement

• Record Keeping

• Promote/Recap Special Events

• Share Photos & Stories

Blog: Internal

• Constant & Daily Communication

Save An Individual Event

Let People Subscribe

Let People Subscribe

Embed It: Month View

Embed It: Week View

Embed It: Agenda View

QR Code to Aquatics Calendar

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Public Use• Volunteer Application

• Customer Survey

• Contact Us

• Order Form

Internal Use

Program Interest

EvaluationsSign-UpIn-service QuizAvailability

Forms: Spreadsheet View

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