NAEH Conference 2013:Reframing for our Future

6.11, Promotion for Events and

Organizational Initiatives#NAEH13 @LisaGustaveson @chinrichsen_su FB: Community Shelter Board

Speaking the Language

#NAEH13 @LisaGustaveson @chinrichsen_su FB: Community Shelter Board

Presenters

• Lisa Gustaveson, Seattle University

Faith & Family Homelessness Project

• Sara Loken, Community Shelter Board, Columbus, Ohio

• Catherine Hinrichsen, Seattle University Project on Family Homelessness (moderator)

#NAEH13 @LisaGustaveson @chinrichsen_su FB: Community Shelter Board

Connect With Us#NAEH13

Community Shelter Board on Facebook:• Community Shelter Board• Day to End Homelessness• Sara Colahan Loken [SCLoken@csb.org]

Seattle U Faith & Family Homelessness Project:• Facebook: Lisa Denis Gustaveson• Twitter: @LisaGustaveson [gustavel@seattleu.edu]

Seattle U Project on Family Homelessness:• Facebook: SUProjectOnFamilyHomelessness• Twitter: chinrichsen_su [hinrichc@seattleu.edu]

#NAEH13 @LisaGustaveson @chinrichsen_su FB: Community Shelter Board

Quick Overview of our Project’s Start: Journalism Fellowships

#NAEH13 @LisaGustaveson @chinrichsen_su FB: Community Shelter Board

What We’ll Cover

• A framework for successful events & promotions

• Low-cost tips• Ways to engage audiences• Events and promotions we admire

#NAEH13 @LisaGustaveson @chinrichsen_su FB: Community Shelter Board

A Framework for Successful Advocacy Events & Promotion

1. Strategize – Do your research, define your audience, set objectives.

2. Localize – Demonstrate how the issue is connected to this community.

3. Personalize – Appeal to emotions, tell stories, show the faces.

4. Surprise – Reach people in unexpected ways.

5. Mobilize – Collaborate, partner, engage and spur action.

6. Publicize – Promote and document before and during, and reinforce/“sell back” AFTER.

#NAEH13 @LisaGustaveson @chinrichsen_su FB: Community Shelter Board

My event principle:

I’d rather do a great event for 100 people

than a terrible event for 500 people.

Small and successful = greater impact

Success is what people remember.

#NAEH13 @LisaGustaveson @chinrichsen_su FB: Community Shelter Board

Element 1. Strategize

• Do Your Research• Define Your Audience• Set Your Objectives –

behavioral, measurable

• Cultivate Your RelationshipsResearch + relationships =

comp appearance by $50,000 speaker

#NAEH13 @LisaGustaveson @chinrichsen_su FB: Community Shelter Board

Element 2. LocalizeAnswer the question: “But does it happen here?”

Photo Exhibit, “Looking Into Light,”

National Center on Family HomelessnessWith Washington State photos by our

Journalism Fellow Dan Lamont

• Street Soccer Team soccer party & “Kicking It” screening• “Motel Kids” screening; “American Winter” screening

#NAEH13 @LisaGustaveson @chinrichsen_su FB: Community Shelter Board

Element 3. Personalize

• Emotional appeal• Storytelling• Show the people affected

#NAEH13 @LisaGustaveson @chinrichsen_su FB: Community Shelter Board

Element 4. Surprise

Reach people in unexpected ways• New places• New audiences• New strategies

#NAEH13 @LisaGustaveson @chinrichsen_su FB: Community Shelter Board

Element 5. Mobilize

• Collaborate/partner• Engage audiences• Spur action

• INSERT AM WINTER SLIDE HERE

#NAEH13 @LisaGustaveson @chinrichsen_su FB: Community Shelter Board

Element 6. Publicize

• Promote and document before/during/AFTER.

• Become your own news service, and be sure to take lots of photos.

• Social media is great, and cheap, but remember your traditional media strategy.

• Use publicity to reinforce/sell back later.• See previous five elements.

#NAEH13 @LisaGustaveson @chinrichsen_su FB: Community Shelter Board

Low-Cost Tips1. Recognize anniversaries “backwards”

2. Do your documenting the day after the event

3. Collaborate and ask partners to help you promote

4. Visuals, visuals, visuals! Even from smartphone

5. Use social media, and learn from people who use it well, like @hardlynormal and @davidwseattle

6. Recruit volunteers who can create content (like videos)

7. Expand into your personal network, not just work

8. Find a way to involve kids in your event

9. Movies like “Motel Kids,” “The Line,” “Kicking It,, “American Winter” are great ways to stimulate discussion; most available on DVD

#NAEH13 @LisaGustaveson @chinrichsen_su FB: Community Shelter Board

An event I admire:Housing & Homelessness Advocacy

Day,Washington Low Income Housing

Alliance

• http://www.youtube.com/watch?feature=player_embedded&v=h1SciQnZ3gk

#NAEH13 @LisaGustaveson @chinrichsen_su FB: Community Shelter Board