Download - Online/Offline Engagement
THE GROUNDWORK Online + Offline Engagement
IDENTIFY CHANNELS ON WHICH TO ENGAGE
DETERMINE YOUR MESSAGE
ESTABLISH YOUR AUDIENCE
Understanding your audience is the most important part of every communications campaign.
SERIOUSLY, DON’T
FORGET THIS.
ESTABLISHING YOUR AUDIENCE
• Not doing market research • Making assumptions about your
audience • Audience target too broad • Not tying your audience to your
goals • The wrong target market
Common mistakes
ESTABLISHING YOUR AUDIENCE
• Who are your existing customers? • Who would you like to capture (potential
customers)?
Think forward
ESTABLISHING YOUR AUDIENCE
• Demographics - Age - Marital Status - Socio-Economic Status - Ethnic Background - Income - Religion - Location
Develop a customer “persona”
ESTABLISHING YOUR AUDIENCE
• Psychographics - Hobbies - Values - Motivations - Lifestyle
Develop a customer “persona”
ESTABLISHING YOUR AUDIENCE Customer Persona Examples
Likes to cook
Psychographic Demographic
Passionate about local
Millennial
Single
West-Ender
Career driven
$35-$40K per year
Plans purchases
Loves to travel
Online and Offline Market Research/ Audience Identification Tools ESTABLISHING YOUR AUDIENCE
• Survey Monkey • Focus Groups • Man-On-The-Street
Surveys
IDENTIFYING YOUR CHANNELS Word-of-Mouth/ Grassroots
Image source: h5p://852cmd.com/wp-‐content/uploads/2014/01/word-‐of-‐mouth-‐markeCng.png
IDENTIFYING YOUR CHANNELS Webinars
Image source: h5p://icsatoday.org/wp-‐content/uploads/2013/05/Webinar.jpg
IDENTIFYING YOUR CHANNELS Instagram
Image source: h5p://i.telegraph.co.uk/mulCmedia/archive/02787/instagram_2787001b.jpg
IDENTIFYING YOUR CHANNELS Blog/ Content Marketing
Image source: h5ps://www.odoo.com/apps/modules/8.0/portal_blog/blog.jpg
IDENTIFYING YOUR CHANNELS
• Using the wrong channels • Using too many channels • Not allocating resources to
management • Not doing research • Communicating too frequently or
infrequently
Common mistakes
Image source: h5p://www.cdrking.com/apanel/modules/products/images/large/1845_4.jpg
IDENTIFYING YOUR CHANNELS Customer Persona Examples
Likes to cook
Psychographic Demographic
Passionate about local
Millennial
Single
West-Ender
Career driven
$35-$40K per year
Local events
Plans purchases
Yelp
SnapChat
Local events + NextDoor
Loves to travel Periscope
CWI/CTA: Audience Identification PUTTING IT TO PRACTICE
POSTING ONLINE
EARNED MEDIA
FLYERS
COLLEGE STUDENTS
WEST END
NEIGHBORS
Image source: h5p://hlaspringfield.org/wp-‐content/uploads/2013/11/neighborhood.jpg
CWI/ CTA: Online Engagement PUTTING IT TO PRACTICE
ONLINE SURVEY
+ LANDING
PAGE
ONLINE EVENT
POSTINGS
FLYERS
Mountain Home School District: Audience Identification PUTTING IT TO PRACTICE
POSTING ONLINE
EARNED MEDIA
FLYERS
TEACHERS PARENTS BUSINESS + COMMUNITY
LEADERS
Mountain Home School District : Online Engagement PUTTING IT TO PRACTICE
VIDEO +
LANDING PAGE
GRASSROOTS SOCIAL MEDIA
FLYERS
PUTTING IT TO PRACTICE
SCHOOL TOURS +
OPEN HOUSES
DIRECT MAIL
Mountain Home School District : Offline Engagement
EARNED MEDIA
Mountain Home School District: Results PUTTING IT TO PRACTICE
POSTING ONLINE
EARNED MEDIA
FLYERS
Mountain Home School District Levy Votes
Yes
No
73.78%
26.22%
ROCI: Audience Identification PUTTING IT TO PRACTICE
POSTING ONLINE
EARNED MEDIA
FLYERS
POLICY- MAKERS
EDUCATION GROUPS
SCHOOL DISTRICTS
ROCI: Online Engagement PUTTING IT TO PRACTICE
POSTING ONLINE
EARNED MEDIA
FLYERS
WEBINAR INFOGRAPHIC
ROCI: Offline Engagement PUTTING IT TO PRACTICE
POSTING ONLINE
EARNED MEDIA
FLYERS
CONFERENCE CALL
PANEL DISCUSSION
ROCI: Results PUTTING IT TO PRACTICE
POSTING ONLINE
EARNED MEDIA
FLYERS
• 31 registrants, 5 live participants • Varied audience (media, legislators,
interest groups)
• 20 participants • Legislator only audience • Lively discussion
• 35 attendees • Varied audience (media, legislators,
interest groups) • Lively discussion