Marketing tips for National Pyjama Day & beyond....

1. Marketing tips for National Pyjama Day & beyond....

2. Early Childhood Ireland story angle • National Pyjama Day 7th March, remember Pyjama Heaven March 7 • Nationwide campaign now in its 11th year • Over 3,300 members supporting 110,000 children • Raising funds for IHF’s Hospice Home Care for Children • Has already raised €2m for Irish Children’s Charities since 2003 • About children helping children and having fun in their Pyjamas • Timely reminder about importance of reading, particularly bedtime stories

3. Irish Hospice Foundation story angle • 4th year of partnership €700k+ raised so far • All about dedicated home care service • No national budget in this area • 2011 - 1 outreach nurse • Today – Medical Consultant & 5 nurses across the country • Community helping community

4. Making your plan • Showcasing what you do already • Finding the extra in the ordinary • ww.earlychildhoodireland.ie • Share on Facebook - Bedtime routines, stories, teddies, finger puppets • Night lights, cosy corner, den • Friendship quilt • Nursery rhymes • PJ breakfast – pancakes, OJ, etc. • Get the parents involved early • Best ideas are the simple ones

5. Countdown to March 7th • Register early • Use Press Release and top and tail with your own plans for the day, where you are based, and your contact details • You must register early & make a plan • Pre event PR 80% time; post event 20% • Get staff on board & draw on experience • Set realistic expectations

6. Targeting parents and local community and media • Know who to target and how • Parents, Children, Staff • Community grapevine, what’s yours? • Use info pack – poster, newsletter, stickers • Letter to parents and word of mouth • Website, Facebook • With local media you are seeking free publicity not paid for ads • This is a national and local story of interest of readers/listeners • PUSH THE CHARITY ANGLE

7. Pitching your story to media • Know who they are plus email & phone • Ask parents/staff about local media • Send email mid February • Follow up with telephone call • Permission slips for photos • Spell out what you’re doing... • Contact local TDs to get their support • Minister Fitzgerald already on the case • Collaborate with other services • Build a bigger story together? • Texting radio great idea on the day • Contact post event with update

8. Pitching your story? • Who, why, what, where, when, how? • Presented to media via press release • First of all you identify local media and contact via email and phone call • Tell them about National Pyjama Day and what you are planning to do locally • You have basic release in your PJ Pack • You must top and tail release with YOUR story & spell out what you are doing... • If you’re doing photos have names, ages, area ready for captions

9. Social media tips • Monitor Early Childhood Ireland & Irish Hospice Foundation pages • Import material into your Facebook • Update staff and parents & spreading the word • Get involved Rollercoaster, Journal, Boards?? • Share ideas and feedback to Early Childhood Ireland

10. Interview tips • Have your main points ready • Rehearse • Don’t assume journalist knows about preschool or this campaign • Talk about the fun side • Talk about the learning side • Talk about the fundraising side • Talk about YOUR service

11. PR template for campaign • Situation analysis – what’s worked, what hasn’t, learn from others • Simple objectives – fun day, fundraising, good local PR • Know your audience & target • Use all PR tools – word of mouth, posters, media , staff, parents... • Have a budget / make the time • Sit down and evaluate afterwards

12. Make it count & let us know how you go. Thank You