THE BASICS OF BRANDING AND MEDIA Presented by: Tim Mullin, Chair YNPN Southern Nevada Saturday, June 28, 2013 1.

THE BASICS OF BRANDING AND MEDIA

Presented by:Tim Mullin, Chair

YNPN Southern NevadaSaturday, June 28, 2013

1

THINK OF YOUR BRAND AS A COOKIE…..

2

Cookie Ingredients Your brand identity (logo, marketing pieces) is like flour,

the glue that holds the cookie together Online media (Facebook, Twitter, LinkedIn, Constant

Contact, Google, Instagram, etc.) is the sugar that sweetens the cookie. Without it, your organization will be bland and irrelevant.

Traditional media (TV, print, radio advertising etc.) is like baking soda; an ingredient many people don’t think is necessary in the digital world, but is essential to the success of the cookie.

Your PR campaign is like the chocolate chips. Without the chocolate chips, your cookie has no flavor, no pizzazz, and, no one will know how good the cookie tastes.

Your word of mouth reputation is like cookie quality control; if people hear that your cookie doesn‘t taste good, no one will buy it.

3

IT STARTS WITH A PLAN….

4

THE FIVE W’S know your target audience

Who are your members? Age? Income? Education/Experience?

What do they want? Professional development events? Social events? Networking events?

Where do they want to meet? At the workplace? In a business setting? At a bar/restaurant?

5

THE FIVE W’Sknow your target audience

When do they want to come to an event? Before work? At lunch? After work? Happy hour?

Why do they come? Pleasure? Need experience? Told by a boss? Convenience? Necessity?

6

BRAND YOUR PROGRAMMING TO YOUR AUDIENCE

7

BRAND YOUR PROGRAMMING TO YOUR AUDIENCE

Embrace your Strategic PlanYNPN of Southern Nevada created 3 strategic directions that we even use in our marketing:

Cultivating Professionals Driving Solutions Nurturing Connectedness

Stay ConsistentWith time, dates for each programWith Name Recognition

Stay In ContactGet event feedbackSurvey Monkey

8

BRAND YOUR PROGRAMMING TO YOUR AUDIENCE

YNPN Southern Nevada Event: Access to Experts - Quartely

Building Blocks Series – Twice a Year Strictly Social – Quarterly

BrainTrust – Every other Month Community Connections – Quarterly

9

GET TO KNOW THE MEDIA TV is the visual medium

Types of TV coverage: Assignment desk: breaking and hard news, segments such as

Health Live shot In studio interviews Media sponsorships and event hosting Community calendars :15 and :30 second public service announcements :15 and :30 second commercials

What makes a good TV interview? Great visual Heartfelt personal story Newsworthy event, such as the opening of a new clinic Guests that are prepared and professional (In studio)

10

GET TO KNOW THE MEDIA Radio is the emotional medium

Types of radio coverage: Morning or afternoon interview Public Service Announcements Community Affairs shows Media sponsorships and event hosting Public service announcements (PSAs) :15, :30 and :60 second commercials

What makes a good radio interview? Heartfelt personal story Guest that are prepared and professional Testimonials and success stories

11

GET TO KNOW THE MEDIA

Print/Online - the intellectual medium Types of print coverage

Hard news stories Feature stories Profiles; Pinpoint Publication’s Meet the Neighbor Award submissions, such as the Angel Awards, 40 under 40 Listings, briefs, blurbs Post -event photos and publicity Media sponsorships and event hosting Full, half and quarter page ads

What makes a great print/online story? Unique story idea that hasn’t been covered before Newsworthy Volunteer or donor that has done something really special

12

GET TO KNOW THE MEDIA Social media platforms - the quick sharing of information to build

your community base. Facebook: Needs fresh content, photos and video. A reason for people

to keep coming back. Twitter: Great for promoting events LinkedIn: Great for building relationships with donors and referral

sources You Tube: Video sharing Pinterest: Needs colorful visuals, such as cooking, baking and fashion

Online reputation management Yelp Yahoo

Email marketing: Permission-based marketing that helps build relationships with your current members and supporters

Constant Contact and Survey Monkey

13

How can you help be a PR ambassador for Your YNPN chapter?

14

How you can help? Develop a pitch/elevator speech. Stay consistent. Make sure everyone has a similar

pitch Keep your eyes open for heartwarming story ideas

with volunteers, donors, members, and supporters Ask if members/donors/supporters are comfortable

doing media Engage in your social media platforms Sharing is caring! Always have your camera ready at events Use these as ice breakers to talk about your

programs and fundraising Be patient as quality PR takes time 15

THANK YOU!

Tim Mullin, Chair

YNPN Southern Nevada

P.O. Box 2314

Las Vegas, NV 89125

702-768-9295 or [email protected]

16