Caviar Communications On a Sardine-Sized Budget

1. Caviar CommunicationsOn a Sardine-Sized Budget Get the RIGHTMessage To the RIGHT Audience In the RIGHT Way At the RIGHT Time North Texas Food Bank - IMAGINE...North Texas Without Hunger

2. Caviar Communications(On a Sardine-Sized Budget) • Looking for effective ways to be the “megaphone” and “spotlight” for your agency without spending a lot of dough? • Well, join us as we learn about tested methods and tools that will help market, promote and build public awareness.  North Texas Food Bank - IMAGINE...North Texas Without Hunger

3. My mantras. Shall we chant together…? • “The pyramids were not built in a year. Move forward, keep breathing, and set a winning pace.” • You don’t work for NASA and you don’t have a patient on the operating table. • A Buick is great for now. Try for a Lexus in two years. North Texas Food Bank - IMAGINE...North Texas Without Hunger

4. Step #1: Develop clear message(s). • Why? Average American receives 3,000 marketing messages a day • Information overload and lots of clutter • Takes 3 x to “get message” (see it, say it, do it) • Clarity drives everything else North Texas Food Bank - IMAGINE...North Texas Without Hunger

5. No smoke signals allowed.Gotta be real clear with your messages. • Leadership sets the tone, message • “How can I say yes?” (5-star customer service) • Once they’re in the door … • It’s all about building a relationship • Explain the mission in tangible ways • It’s ok to make mistakes; be innovative • Authenticity and honesty are non-negotiable • Photos, testimonials North Texas Food Bank - IMAGINE...North Texas Without Hunger

6. Rule #2: Build your brand. • How can my agency stand out in the crowd? • It’s like a cattle drive, Ma. I know my cows from the herd because they are unique. • What makes your agency unique? • History? Founders? Programs? Years? Impact? Location? • Create an annual slogan that says something • Create quarterly key messages North Texas Food Bank - IMAGINE...North Texas Without Hunger

7. Branding… • Logo (yours, A2H) • Colors • Look & feel (fonts, paper, etc) • Whether it is the website or a printed piece…it all comes from the “same family” North Texas Food Bank - IMAGINE...North Texas Without Hunger

8. Rule #3: Define Your Audience(s) Horizontal marketplace (wide audiences) • Define your service area • Is it the general public? • People in a particular zip code? • People with a certain zip code? • Ethnic? Age? Gender? • Make a one-pager that lists: • Your mission • Your programs • Who you serve (describe your clients) • Benefits to clients • THIS DOCUMENT BECOMES YOUR #1 RESOURCE! North Texas Food Bank - IMAGINE...North Texas Without Hunger

9. Define your audiences, cont. • Vertical Marketplace (segmented groups) • Employees • Board of Directors • $ Donors (indiv, corps, fnds, other) • Food Drive donors (indiv, corps, fnds, other, food drives) • Volunteers • Other supporters (people who care) (continued) North Texas Food Bank - IMAGINE...North Texas Without Hunger

10. … define your audience(s) • (continued) – Vertical Marketplace • Prospective donors (indiv, fndn, corps, etc) • Media (print, TV, radio, Web, faith, ethnic, trade) • Faith groups • Elected officials (local, county, state, fed) • Governmental agencies (USDA, etc) North Texas Food Bank - IMAGINE...North Texas Without Hunger

11. Yikes! Thatzz a lot of folks in my marketplace! I’m on overload! • True – but that is the pool of water in which you will you will throw your line. • YOUR MINDSET: you are providing the opportunity for these people (market segments) to be engaged in a cause that is VERY meaningful and rewarding. You are presenting them with a BENEFIT, WIN-WIN proposition. • People are looking for MEANING in their LIVES! North Texas Food Bank - IMAGINE...North Texas Without Hunger

12. Now what do I do? • Create a database and code each segment so you can pull unique groupings out. • WHY? – Because you should communicate with each segment in the way THEY want to receive information. • OTHERWISE…they’ll tune you out. North Texas Food Bank - IMAGINE...North Texas Without Hunger

13. Step #4: Your target markets • EXAMPLE: • Board Members: (they don’t want a lot of info; just enough to keep them informed of the right stuff) • Quarterly newsletter • Special event invitations • Opportunity to sign up to e-zine North Texas Food Bank - IMAGINE...North Texas Without Hunger

14. Your target markets…cont. • EXAMPLE: • Donors • Direct mail letters • Newsletter • Event invitations • Opportunity to sign up for e-zine • Personalized notes (based on giving level) North Texas Food Bank - IMAGINE...North Texas Without Hunger

15. Target markets… • EXAMPLE: • Media: • Ask your key media how they want to receive info • Email or Fax press releases/advisories • Newsletter with a cover letter • Handwritten thank you note after coverage (or email) North Texas Food Bank - IMAGINE...North Texas Without Hunger

16. Step #5: Create your Communications PlanUsing Your Toolbox • Create a Communications Plan built off your agencies’ annual strategic plan • NTFB: To be THE MAIN source for food banking issues in North Texas • Make your plan achievable and measurable, with a little stretch. (remember - NASA?) North Texas Food Bank - IMAGINE...North Texas Without Hunger

17. Build your Communications Plan…using tools • Communications Tools: • Website (make it a magnet) • #1 way people get info today • Our website mission: Inform, educate, engage • Feeling of hope, uplifting, results • Accurate, timely, intuitive (never have an incomplete page up) • Educate on nutrition, programs, hunger info • Ways to help ($, food, volunteer, advocacy, etc) • Staff – photos, bios, email link • Show value of agency (awards, ratings, press coverage) North Texas Food Bank - IMAGINE...North Texas Without Hunger

18. Tools • Printed materials (collateral) • Expensive…so make it count • Brochures • Fliers • Postcards • Greeting cards North Texas Food Bank - IMAGINE...North Texas Without Hunger

19. Tools • Newsletter • It’s all about thanking the donor and showing them how their efforts ($, food, volunteering etc)… MADE A DIFFERENCE! - Newsletter pays for itself North Texas Food Bank - IMAGINE...North Texas Without Hunger

20. Tools • Communications materials • Post on your website • E-mail blasts to promote events • Monthly e-zine (“email newsletter”) • Your email signature (consistent for all staff) • Add your logo or seasonal image within e-mail North Texas Food Bank - IMAGINE...North Texas Without Hunger

21. Tools • Style Guide • Keeps your images consistent • Hard copy & Digital • Post on website • Email to vendors (printers, artists, direct mail company) North Texas Food Bank - IMAGINE...North Texas Without Hunger

22. Tools • Speakers Bureau • Low cost, fabulous way to get your message out • Train staff (diversity helps) • Post on website • Provide tools for speaker (video, fliers, etc) • “Speakers Bureau Box” • Report back on audience size etc North Texas Food Bank - IMAGINE...North Texas Without Hunger

23. Tools • Warehouse Tours • Post “presentation checks” on walls • Post other signage, messages • Introduce visitors to warehouse staffers enroute • They share what they do with visitors (dual benefit) North Texas Food Bank - IMAGINE...North Texas Without Hunger

24. Tools • Giveaways • Annual message on t-shirt • Mugs, note pads, pens • Pallet pads • Keep it simple, branded, inexpensive yet quality • MIB (Mobile Information Box) for drivers (they are your ambassadors, too!) North Texas Food Bank - IMAGINE...North Texas Without Hunger

25. Tools • Volunteer Program • Very, very, very, very….important! • 25% of our new donors came from vol. program • Make it a memorable experience from the front door to their departure; exceed their expectations! • Treat them like houseguests arriving at your home • Train employees or front office receptionist North Texas Food Bank - IMAGINE...North Texas Without Hunger

26. Tools…your Volunteer Program • Front door • White board “welcome” messages • Nametags (“I helped end hunger today.”) • Sign in (capture contact info for TY notes, etc) • Mini-tour enroute to work station • Trained warehouse staff (cheerful, informative) • Tell them how their efforts helped (lbs boxed) North Texas Food Bank - IMAGINE...North Texas Without Hunger

27. More tools… • Fact Sheets (annually) • Key Messages (seasonal, quarterly) • Boilerplate (annually) • Biographies (annually) • One person responsible • Post on website North Texas Food Bank - IMAGINE...North Texas Without Hunger

28. Got my tools…now, how do I use them? • Look at your target audiences • Determine best way to keep each target group engaged • Don’t overload with too many communiqués • “Less is better.” North Texas Food Bank - IMAGINE...North Texas Without Hunger

29. Step #6: Measure your work. • Track # of volunteers, speeches, tours, donations by type-of-donor • Track media hits (#s of media stories) • Track # of new $ donors, formerly volunteers • Survey groups (volunteers, food drive coordinators, etc) • TOOL: Survey Monkey (www.surveymonkey.com) North Texas Food Bank - IMAGINE...North Texas Without Hunger

30. Step #7: Motivate your team. • You are the coach (staff, volunteers) • You are one of the chief storytellers.Tell it with true passion, and remember, you are bringing a benefit to your listener (a way for them to engage in meaningful work) • Let your enthusiasm be contagious. • Acknowledge successes of your team - appropriately North Texas Food Bank - IMAGINE...North Texas Without Hunger

31. Motivating your team… • Skills needed to accomplish all of this? • People with a passion for the cause • Strong writers • Energy (no flat EKG screen lines wanted) • Can they roll up their sleeves? North Texas Food Bank - IMAGINE...North Texas Without Hunger

32. Non-negotiables… • Three non-negotiables: • Honesty • Honesty • Honesty • Awwwwrightie…so what else? • Authenticity in visuals, words. (nuttin’ canned except for food drives!  ) • Make it tangible North Texas Food Bank - IMAGINE...North Texas Without Hunger

33. Encouragement • “Good communications” is not just about having a brochure, business card and an open front door. • “Good communications” infuses everything in an organization.(Think of a tea bag dropped inside a clear glass of water. See the clear water turn into golden amber? Good communications flows into everything in your food bank world) North Texas Food Bank - IMAGINE...North Texas Without Hunger

34. Encouragement • You have a passionate opportunity to present to another person…something that will add meaning and fulfillment to them. • Share the message appropriately and you will receive the anticipated response… • Deepen the relationship • Exceed the expectation of the person and you will... • Make them Caviar Ambassadors for your Agency! North Texas Food Bank - IMAGINE...North Texas Without Hunger

35. How may I help you? Colleen T. Brinkmann North Texas Food Bank Colleen@ntfb.org 214-330-1396, x122 www.ntxfoodbank.org Call anytime! We’re all in this together! North Texas Food Bank - IMAGINE...North Texas Without Hunger