MARKETING & RECRUITMENT

STRATEGIES FOR SUCCESSEmily Gray

October 22, 2015

WOUNDED WARRIOR PROJECT® (WWP)

• Mission: To honor and empower Wounded Warriors.

• Vision: To foster the most successful, well-adjusted generation of wounded service members in our nation’s history.

• Purpose: To raise awareness and enlist the public’s aid for the need of injured service members; to help injured servicemen and women aid and assist each other; and to provide unique, direct programs and services to meet their needs.

OVERVIEW

• Communications Channels

• Messaging Best Practices

• Recruitment Strategies and CRM Platforms

• Outside Resources

• Q&A

DIVIDER SLIDECOMMUNICATIONSCHANNELS

EMAILStill the most effective form of communication.

SOCIAL MEDIAFacebook, Twitter, Google+, LinkedIn, YouTube, etc.

WEBSITEMake sure to stay updated.

DIRECT MAILStill an effective form of blanket outreach.

TRADITIONAL PRINT MEDIA

TELEVISION

DIVIDER SLIDEMESSAGING BEST PRACTICES

STORY TELLING

• Share your organization’s message through creative story telling

Wounded Warrior ProjectYouTube Channel

• A similar tone should be seen across all communication platforms.o The use of terms and definitions needs to be

readily apparent. o All appropriate parties need to be given the same

tools and be a strong part of the messaging review process.

PROVIDE A UNIFIED VOICE

AUDIENCE UNDERSTANDING

• Know your audience.

• Tailor your message accordingly.

Wounded Warrior Project“After Action Report”

DIRECT THE PASSION

• Organization’s top priorities should guide your content and direction.

Splash Pagewoundedwarriorproject.org

• Avoid using too much industry or internal jargon when speaking to the public/donors.

• Internal stakeholders need to be in communication with one another and clear on the direction of messaging.

o From multi-team meetings, to phone conferences and Skype sessions, utilize the tools at your disposal to speak about what’s going on with your messaging and the direction you want to have.

CLARITY

CROSS-CHANNEL DIRECTION

• Drive all social media channels back to your website and appropriate landing pages

WWP Facebook Page

• Outsource services when appropriate.o Copywritingo Graphic designo Software

• These services are costly so it’s not always possible to have full-time staff dedicated to these areas.

• It is manageable when you outsource to someone who understands your messaging approach.

OUTSOURCING

• Periodically review your messaging process and refine it through testing.

• Facebook ads can easily be targeted and changed to test theories with regards to messaging and help to inform on your approach.

• Test your messaging with focus groups, they are a great resource to help you stay current and relateable.

REVIEW AND REFINE

DIVIDER SLIDERECRUITMENT STRATEGIES AND CRM PLATFORMS

• Recruitment should be approached through various channels.o Digitalo Phoneo In person

• One-to-one communication will always yield the strongest results.

• Utilize word of mouth. Be careful though, this can be your best friend and your worst enemy.

RECRUITMENT STRATEGIES

• If you are a business owner or a sales manager, you’ve probably heard the term “CRM.” But what does it really mean?

o C-R-M stands for Customer Relationship Management. At its simplest, a CRM system allows businesses to manage relationships and the associated data and information.

• Why CRM?o Your team does not have a single source of truth. Today you

store some of your customer contacts on a spreadsheet, others on Post-it notes that get lost, and your team members do not have visibility into each other's contacts. If you don’t store your customer data in one place, you are limiting your view of how your customer is connecting to your people and business.

CRM PLATFORMS

DIVIDER SLIDEOUTSIDE RESOURCES

• Salesforceo Specializes in nonprofits by providing integrated

marketing, CRM, social media, and analytic tools all in one platform.

o Customized pricing based on size of company.

• Nonprofit Resource Centero Articles and guides for help with all things nonprofit,

including a strong section on marketing and communications.

A COUPLE OUTSIDE RESOURCES

DIVIDER SLIDEQUESTIONS

CONTACT INFORMATION

EMILY GRAYRegional Engagement Manager,

Wounded Warrior Project646.664.1683

egray@woundedwarriorproject.org