marketing webinar welcome!. 2 creating compelling internal communications john churchill, internal...
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Marketing Webinar
Welcome!
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Creating Compelling Internal Communications
John Churchill, Internal Communications ManagerBoy Scouts of America National Council
October 4, 2011
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Creating Compelling Internal Communications
John Churchill, Internal Communications ManagerBoy Scouts of America National Council
October 4, 2011
Internal Communications
The days of one-way, top-down communications
are OVER …
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Internal Communications
To be effective, internal communications must be a dialog that moves in all directions
—up, down, and sideways.
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Internal Communications
What is internal communications?
National Council:
Communications from the national office to all employees at the national and local council levels, using a variety of media. Does not include volunteers (currently).
Local Councils:
Communications to employees, volunteers, Scouts, parents, donors, and supporters using a variety of media.
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Why is this important?
Effective internal communications will help
your audience understand your group’s mission, goals,
values, and procedures.
Advantages and Benefits: Encourage a sense of identification with the goals, mission,
and procedures of the organization. Can reduce uncertainty and conflict, which is generated by
varying ideas on what is important to the group. Help staff, volunteers, and other constituents feel like they are
part of the organization.
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Characteristics of good internal communications
Good internal communications …
Are concise. (“5 W’s and an H:” Who, what, where, when, why, how.)
Are tied into an organization’s goals. Use a variety of media. Have links to more information when necessary. Are consistent. Support your organization’s brand.
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Effective Tools
Communicate with your audience in the ways they like to be communicated with … Including:
Newsletters (both print and electronic) Websites Social media: Facebook, Twitter, YouTube, blogs Texts Webinars, podcasts, etc. Email
It doesn’t have to be perfect … just do it, then adjust later.
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Scout Wire e-newsletter
Bi-weekly Created using free
Wordpress software Resides online, but
sent via email Users can subscribe,
share articles via Facebook or other social media
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Council Website
Simple, clean design Access to other sites,
additional information Lets users get in, get
out, and get on with their day …
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Council Facebook Page
Frequent updates (but not too many!)
Lots of photos Links to other council
sites on the Internet: YouTube, Twitter, etc.
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Council Twitter Page
Frequent updates (but not too many!)
Links to more information
Tip: Link your accounts, i.e.: when you post to Facebook, it also goes out as a Tweet at the same time
Consistent look and feel
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Council YouTube Channel
Can easily embed these into council e-newsletters
Links to other sites
Consistent look and feel
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Top 5 Things to Remember
1. Just do it … Doesn’t have to be perfect or pricy. Be brief, be consistent, be on your way.
2. Use the tools and methods your readers want. (Facebook is huge for a reason.)
3. Don’t reinvent the wheel … take advantage of the many free and low-cost tools already out there.
4. Look to your peers (or even the corporate world) for inspiration.
5. Have fun! A light-hearted tone will make your message more memorable and effective.
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If Wayne can do it …
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Questions…
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Resources
Marketing Toolbox:
www.scouting.org/marketing
Marketing Hotline:
972-580-2239
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Thank You!