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Marketing, Branding & Outreach

Virginia Office on Volunteerism and Community Services. Marketing, Branding & Outreach. Making AmeriCorps a Part of Your Program’s Brand Strategy. Why is This Important?.

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Marketing, Branding & Outreach

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  1. Virginia Office on Volunteerism and Community Services Marketing, Branding & Outreach Making AmeriCorps a Part of Your Program’s Brand Strategy

  2. Why is This Important? Much of the work your AmeriCorps program has done or will do goes on under the radar – quietly and without fanfare. As a result, the value and impact of AmeriCorps is often hidden.

  3. AmeriCorps Teams Are Human Megaphones • Pre-Service Orientation • Elevator Speech/Mission Statement • Impact Stories • Life After AmeriCorps • PROMOTION • Media • Social Media • Low Tech

  4. AmeriCorps Plays a Key Role in Your Story • Make the connection between the AmeriCorps and your Program. • It’s ESSENTIAL for people to not only SEE but also UNDERSTAND what AmeriCorps means within your organization’s structure. • Integrate AmeriCorps and national service into your program’s narrative.

  5. The AmeriCorps Brand • Program members, volunteers, and organization staff should understand the AmeriCorps brand and be able to easily talk about it to others. • AmeriCorps: • Engages individuals in service each year through thousands of organizations across America • Tackles tough problems • Recruits volunteers • Members gain valuable experience

  6. AmeriCorps Branding Tools • Logo • Language • Gear • Signage

  7. AmeriCorps Logos • http://virginiaservice.virginia.gov/americorps-national-service/americorps-program-resources/marketing-social-media-tools/ • http://www.nationalservice.gov/newsroom/marketing/logos • Virginia AmeriCorps State and VGF logos • CNCS – all streams of service logos • Ways NOT to use logos.

  8. AmeriCorps Brochures & More • https://pubs.nationalservice.gov/Default.aspx • Materials can be ordered from CNCS at NO COST to your organization. • Posters, business cards, flyers, DVDs, stickers, door hangers, and brochures.

  9. Americorps Gear • Members must be identified as AmeriCorps when performing their service. • If in your program’s budget, you can be reimbursed for AmeriCorps apparel. • Gear can be ordered at nationalservicegear.org/

  10. Your AmeriCorps Program Brand • What is your brand? • How do you develop your brand? • How do you market your brand?

  11. Developing Your Brand • Identify your needs and goals • What are trying to accomplish? • Identify your audiences • Influential People • Potential Members • Nonprofit Partners • Media • General Public

  12. Make a Plan • Elevator Speech • Plan Your Promotion • Get Everyone Onboard • Messages • Target Audiences • Impact

  13. Elevator Speech • Short 1 minute or less • Describes your program’s work • Mentions AmeriCorps • Use everyday language • Be prepared for follow-up! • Example: I’m with the CARITAS AmeriCorps Program. We help families living in shelters in the Richmond area find housing and help the homeless find long-term employment.

  14. Promoting Your Story • Media Relations • Social Media • Low Tech

  15. Aspire! AmeriCorps

  16. Alternatives PASS AmeriCorps

  17. Media • Do you have resources you can utilize at your organization already? Tools? • Identify the media resources in your community. • Volunteer Virginia e-newsletter http://www.vaservice.org/go/news/newsletter/ • Who are your audiences? • What’s your message?

  18. National Service Media Guide http://www.nationalservice.gov/pdf/Media_Guide.pdf

  19. Social Media • Utilizing social media is the quickest and easiest way to tell your story. • Encourage members, volunteers and organization staff to share stories from the field. • A picture (or video) is worth a thousand words. • Share and tag

  20. Your New Best Friends • OVCS • Facebook: facebook.com/Virginia-Service • Twitter: @VAservice • Instagram: servevirginia • YouTube: VirginiaService • CNCS • facebook.com/NationalService • facebook.com/Serve • facebook.com/AmeriCorps • @NationalService • @Servedotgov • @WendyCNCS

  21. Other Promotional Methods • Develop marketing materials. • Use CNCS free materials. • Collaborate with community groups. • Work with other AmeriCorps project sites. • Host officials as Honorary AmeriCorps Members for the Day • Host an Appreciation Event for volunteers, etc. • Create a Short-Term Service Project

  22. Virginia National Service Calendar Dates to Remember • September - AmeriCorps Launch • Sept 11, 2016 – 9/11 Day of Service & Remembrance • Jan 16, 2017 - MLK Day • March 6-11, 2017 (tent.) - AmeriCorps Week • April 4 (tent.) – Mayor and County Recognition Day for National Service • Throughout the year, CNCS also highlight a specific monthly focus that programs can choose to amplify if it connects to their issue area. For example: one month might focus on seniors or another on disaster services. Capitalize on these focus months to promote your program’s story!

  23. Launch Events • Regional Events Around the State (3) • Kicks off the Program Year • All members should attend • Notify the media ahead of the event. • Wear gear! • Take Photos and Post to Social Media!

  24. AmeriCorps Pledge • I will get things done for America - to make our people safer, smarter, and healthier. • I will bring Americans together to strengthen our communities. • Faced with apathy, I will take action. • Faced with conflict, I will seek common ground. • Faced with adversity, I will persevere. • I will carry this commitment with me this year and beyond. • I am an AmeriCorps member, and I will get things done.

  25. Planning Service Projects A Few Tips • Service Projects should be OUTREACH projects! • Service Projects should feature the recruitment and use of volunteers • Provide all vital information to your volunteers and members • Members should wear their gear • Share your results!

  26. Service Projects • Resources • http://www.serve.gov/site-page/toolkits • http://blog.prepscholar.com/129-examples-of-community-service-projects • http://www.nationalservice.gov/resources/member-and-volunteer-development/encorps/demystifying-project-plans-vads • virginiaservice.virginia.gov

  27. New OVCS Website • http://virginiaservice.virginia.gov/

  28. Questions? VA Office on Volunteerism & Community Services801 E. Main St., Richmond, VA 23219Toll free in VA: (800) 638-3839Direct: (804) 726-7065 Fax: (804) 726-7088Email: AmeriCorps@dss.virginia.gov Gail Doyle – patricia.doyle@dss.Virginia.gov

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