REMOVING BARRIERS THROUGH AUTHENTIC COMMUNICATION
Ceci Dadisman Digital Marketing Director at FORM 15 years of experience working with arts & culture and nonprofit organizations www.theformgroup.com
First, let’s talk about your communications ecosystem. www.theformgroup.com
Email Online Display Ads Website Social Media Traditional www.theformgroup.com
Relevance drives response. Response drives revenue. ― Lee Gallagher www.theformgroup.com
Right Message Right Person Right Time Right Channel www.theformgroup.com
Use authentic storytelling to create meaningful engagement with current and potential audiences. www.theformgroup.com
Establish Outcomes www.theformgroup.com @cecidadisman
To communicate effectively, we must establish targeting , messaging , and desired outcomes . www.theformgroup.com
www.theformgroup.com @cecidadisman
Communicating Effectively Targeting leads to results. 1 4 Target Audience(s) Segmentation Who are you trying to reach? Are you sending the right message to the right segment? 2 5 Relevant Messaging Call-to-Action What message will be relevant to your What do you want them to do after target audience? receiving the communication? 3 Effective Channels Which communications channels does your audience use most? www.theformgroup.com
Eliminate jargon and org speak . Focus on the patron experience. www.theformgroup.com
When you ASSUME, you make an ASS out of U and ME. www.theformgroup.com @cecidadisman
www.theformgroup.com @cecidadisman
What Ballet Austin found when they stopped assuming and started getting real. We unknowingly create barriers through our most fundamental communications. www.theformgroup.com
What Palm Beach Opera found when they stopped assuming and started getting real. The reasons why we think people aren’t engaged are often not much of a consideration at all. www.theformgroup.com
Create a Plan www.theformgroup.com @cecidadisman
Remove siloed communications. Like, for realsies. I’m serious. I mean it. www.theformgroup.com @cecidadisman
www.theformgroup.com @cecidadisman
Comms Channels www.theformgroup.com @cecidadisman
Who are the people we are trying to reach? www.theformgroup.com
Make a concerted effort. Use data to determine who your core audience really is. ● Identify the demographic makeup of your community. ● How can you reach out to groups who are underrepresented in ● your audience? www.theformgroup.com
How can we meet people where they already are? www.theformgroup.com
www.theformgroup.com @cecidadisman
www.theformgroup.com @cecidadisman
Direct Mail/Print Radio/TV Community Centers Childcare + Schools www.theformgroup.com
How can we showcase and welcome ? www.theformgroup.com
www.theformgroup.com @cecidadisman
www.theformgroup.com @cecidadisman
www.theformgroup.com @cecidadisman
How can we encourage participation ? www.theformgroup.com
Pittsburgh Festival Opera // #MyFirstTime www.theformgroup.com @cecidadisman
Palm Beach Opera // #PBOperaForAll www.theformgroup.com @cecidadisman
www.theformgroup.com @cecidadisman
Loews Hotels // #TravelForReal www.theformgroup.com @cecidadisman
New York City Ballet // #withballet www.theformgroup.com @cecidadisman
Use transparent language. Share contingency plans. Have a clear case for support . Make it easy to convert . www.theformgroup.com
Be sensitive to the mood of the time. www.theformgroup.com
www.theformgroup.com
Questions? Don’t be shy! www.theformgroup.com
WE DO GREAT WORK FOR THE GREATER GOOD We are a digital-first creative agency for arts + culture and nonprofits. We help organizations thrive through strategy and design. We are interdisciplinary zealots dedicated to blending creativity and code, philanthropy and commerce. We love what we do, and we love what our clients stand for. We are collaborative, inventive, inspired. We connect our clients with current and undiscovered patrons through integrated websites, digital marketing, print design, and new technology. theformgroup.com • 216-921-9460
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