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WELCOME! Technology for Advocacy Organizing ISSUES CONFERENCE 2015 - PowerPoint PPT Presentation

May 11, 2023 •343 likes •758 views

WELCOME! Technology for Advocacy Organizing ISSUES CONFERENCE 2015 Cynthia Menzel & Stacy Begin Communications 2-way information sharing where people have an opportunity to Ask questions Get answers Share ideas Today WHY =

  1. WELCOME! Technology for Advocacy Organizing ISSUES CONFERENCE 2015 Cynthia Menzel & Stacy Begin

  2. Communications 2-way information sharing where people have an opportunity to – Ask questions – Get answers – Share ideas

  3. Today • WHY = Goals • Target Audiences • Strategy & Planning • Communications Tools

  4. Why start with why?

  5. What do you want? • Awareness • Understanding • Action • Advocacy

  6. “Traditional” Marketing • Advertising – TV, radio, direct mail, outdoor adv., online • Sales promotion – coupons, samples, rebates, contests • Public Relations – press releases to media outlets, sponsorships of events • Personal Selling – salespeople, direct one-on-one contact

  7. Tools for a purpose • Critical mass • Respond to information need(s) • Opportunity to engage • For campaign or event • Reaches a select audience

  8. Communications Tools • Guerilla Marketing • Online/social media • External/public relations • Internal/member communications

  9. What it’s not

  10. Guerilla Marketing • “Unconventional / unusual / unpredictable / unorthodox / unexpected or “un”anything that departs from the norm • Innovative, unique, outrageous, clever, funny • The more creative and jarring a campaign is the better Because it gets people’s attention

  11. What is Guerilla Marketing? • High creativity – gets noticed • Low/no budget • Get people talking/doing (earned media) – ice bucket anyone? • Just about any type of promotion that attracts attention in an unconventional manner Some examples of guerilla marketing….

  12. Blair Witch Project 1 2

  13. Crop Circle Advertising Kansas - The WHOLE wheat state

  14. Small businesses

  15. Restaurant

  16. Interaction with “products”

  17. Spotlight / Beaming 1 7

  18. Consumer eye-level 1 8

  19. Outdoor / Billboards

  20. 2 0

  21. Spaghetti anyone?

  22. Know what these are?

  23. Body Part Advertising

  24. 2 4

  25. Guess where? 2 5

  26. Memory Loss…

  27. Experiential Marketing

  29. Low budget

  31. Idea Marketing: Social Causes • Community partners? • Guerilla marketing is great for non-profits to draw attention to their cause…

  32. Hunger Awareness

  33. Water Pollution

  34. Landmine Awareness

  35. Stealth Marketing or Undercover Marketing • Sony hired 60 actors in 10 cities, and asked strangers “Would you mind taking my picture?" • The actors handed people a brand new picture phone while talking about how cool the new device was… “ Thus an act of civility was converted into a branding event."

  37. Engagement & Branding • Use guerilla marketing as a positioning tool • By appearing innovative, creative, edgy, hip, fun, consumers (members/target audiences) transfer this perception onto the organization, product or brand

  38. Plan to use the right tools

  39. PLANNING • Set clear goals with “WHY” in mind • Who • Frame & deliver YOUR message • If you don’t define “IT” someone else will • Research, Analysis, Plan

  40. DIGITAL TOOLS

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