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Building a Marketing/ Communications Plan that Works

Building a Marketing/ Communications Plan that Works. 2011 MCAN Conference April 13, 2011 Elyse Walter Michigan Community Service Commission. Overview of Presentation. Icebreakers Media Relations Social Media General Marketing/Outreach Putting it all together Questions.

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Building a Marketing/ Communications Plan that Works

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  1. Building a Marketing/ Communications Plan that Works 2011 MCAN Conference April 13, 2011 Elyse Walter Michigan Community Service Commission

  2. Overview of Presentation • Icebreakers • Media Relations • Social Media • General Marketing/Outreach • Putting it all together • Questions

  3. Icebreaker #1 – Communications & Social Media “Quiz”

  4. Icebreaker #2 - Evaluation • What marketing and/or communications activities are you currently doing on a regular basis? • Are those activities working – are you seeing results? • What marketing and/or communications activities are you NOT currently doing on a regular basis?

  5. Media Relations – Basic • Build relationships with local media outlets • Share news (informally) • Be prepared to talk about news

  6. Media Relations - Intermediate • Basic activities • Press Releases • Media Advisories • Enhance your media relationships

  7. Media Relations - Advanced • Basic & Intermediate activities • Editorial/press release calendar • Non-traditional tools • Photos with captions • Op-eds • Letters to editor • Continue to advance media relationships

  8. Things to think about…. Media Relations

  9. Social Media - Basic • Do your homework: which tools will work for you? • Facebook • Twitter • Just try one! • How to use?

  10. Social Media - Intermediate • Basic activities • Could you incorporate another tool? • Blogs • YouTube • Photo sharing sites • Build your audiences

  11. Social Media - Advanced • Basic & Intermediate activities • Monitor the impact • Develop messaging calendar/timeline • Continue to build your audiences

  12. Things to think about….Social Media

  13. General Marketing/ Outreach - Basic • Website? • Outreach publications • Flyers • Brochures • Posters

  14. General Marketing/ Outreach - Intermediate • Basic activities • Electronic publications/outlets • Emails • E-newsletters • Articles

  15. General Marketing/ Outreach - Advanced • Basic & Intermediate activities • Organization-specific design elements • Logo • Letterhead • Develop and/or enhance distribution methods

  16. Things to think about….General Marketing/ Outreach

  17. Putting it all together! • Creating your marketing/communications plan • Determine your activities • Set goals for activities • Set timelines for activities • Make “to do” lists for activities • Get buy-in • Get to work! • Evaluation

  18. Questions? Elyse V. Walter Communication Specialist Michigan Community Service Commission verberkmoese@michigan.gov (517) 241-0063 Twitter: @walterej

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