HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial...

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HELP ME GROW NATIONAL FORUM BREAKOUT SESSION APRIL 25, 2017

Transcript of HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial...

Page 1: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

HELP ME GROW NATIONAL FORUM

BREAKOUT SESSION

APRIL 25, 2017

Page 2: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

HELP ME GROW MN

Interagency initiative that connects children ages birth to 5 with developmental delays and disabilities and their families to local, free early intervention services.

Page 3: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

AGENDA

» The WOW factor

» Challenges

» Solutions

» Lessons Learned

» Expansion of HMG to National Model

Page 4: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

WOW FACTOR

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INCREASE IN HELP ME GROW ONLINE REFERRALS FROM THE STATE OF MINNESOTA DEPARTMENT OF EDUCATION

3000% increase from 2010 to 2016

Wow Factor

0

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12000

14000

16000

18000

1 2 3 4 5 6 7

Years

Page 6: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

CHALLENGES

Page 7: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

IDENTIFYING THE CHALLENGES

» Limited brand awareness for Help Me Grow

» Lack of coordinated messaging across state

» Difficulty in accessing information for making referrals

» Few outreach materials with no cohesive messages or

branding and limited visual appeal

Challenges

Page 8: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

CONFUSING ONLINE PRESENCE

» Multiple

websites

» Multiple listings

» No cohesive

strategy

Challenges - Branding

Page 9: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

BRAND COHESIVENESS CHALLENGE

Branding Challenges

» Few outreach materials

» No cohesive messages or

brand across state

» Limited visual appeal

Page 10: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

CHILDREN SERVED BELOW NATIONAL AVERAGES

» Historically, Minnesota was below the national averages

for percentage of children served in early intervention

given the state’s eligibility criteria.

– Low awareness across target audiences

– Low numbers of qualified referrals for children ages birth

through 2

Page 11: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

SOLUTIONS

Page 12: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

OUR STORY

» Steps to build results

Step 1: Understand the audience

Step 2: Define goals and strategies

Step 3: Implement foundational elements

Step 4: Evolve – ongoing implementations and evolution

Page 13: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

STEP 1: UNDERSTAND

THE AUDIENCES

1

Page 14: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

MULTI-PRONGED APPROACH

Step 1: Understand the audiences

Parents

• Parents of children ages 0 to 5

• Culturally diverse

• Family Network

Influencers Providers

• Health Care

• Early Education

• Social Services

• Child Care

• Libraries

• Other

Page 15: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

AUDIENCE INSIGHTS

Step 1: Understand the audiences

» Hard to understand what/who Help Me Grow MN is

» Hard to find referral form

» Understand influencers and families in cultures and

communities

» Understand media consumption patterns –

– Digital vs. print, written vs. audio/video, how are audiences

interacting online, how do they obtain information, etc.

Page 16: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

STEP 2: DEFINE GOALS

AND STRATEGIES

2

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FOUNDATIONAL PLAN

Step 2: Define Goals and Strategies

Goal:

Maximize Referrals through

Help Me Grow

Clarify brand position

- Focus on HMG brand

-Key message

Simplify “referral funnel”

Tactics

- Establish/optimize Web Presence

- Unify links etc.

Launch broad-based awareness

campaign

Tactics- Social Media

- Search Engines- PR Outreach

Supplement with laser-targeted, efficient tactics

Tactics- Existing content

- New content

Content Creation, Evaluation and Strategy

- Execute high-impact communications (Media/PR) plan

Tactics

Page 18: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

STEP 3: IMPLEMENT

FOUNDATIONAL ELEMENTS3

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CLARIFY POSITIONING

» For children with a broad range of developmental issues,

Help Me Grow facilitates connection to early intervention

services that maximize each child’s potential to live a full life.

Step 3: Implement Foundational Elements

Page 20: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

SIMPLIFY REFERRAL FUNNEL

Step 3: Implement Foundational Elements

Help Me Grow MN Landing

Page

Other Sites

Agencies

Brochures

PPC Campaigns

BlogsFacebook

Page

Digital Billboards

Search Results

Counties/Cities

Page 21: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

BROAD AWARENESS

» Ad Campaigns

» Billboards

» Websites

» Google

» Facebook

Step 3: Implement Foundational Elements

Page 22: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

BROAD AWARENESS:

COORDINATED COMMUNITY OUTREACH

Risdall

» Evaluate content and create

content strategy

» Create resources in new brand

and messaging

» Reach out to media and

influencers

» Create Facebook editorial

calendar

» Create infographic

Help Me Grow MN

» Engage with Facebook audience

» Establish partnerships

» Provide resources and present to

influencers

» Send direct mail campaigns to

influencers

» Create content for new

materials/resources for parents

» Display at community events, workshops,

and conferences

» Develop and share parent stories

Step 3: Implement Foundational Elementsn

Page 23: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

CONTENT CREATION, EVALUATION AND STRATEGY

» Applied new brand across existing materials

» Evaluated newly branded and existing content by audience

» Identified opportunities for creation of content to meet goals

Step 3: Implement Foundational Elements

Page 24: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

LASER TARGETED TACTICS:

COORDINATED COMMUNITY OUTREACH

Risdall

» Research and develop list of

community agency leaders and

resources

» Develop resource packet

» Mail packets and request

introductory meetings/overview

sessions

» Create and disseminate articles

for child care providers

Help Me Grow MN

» Follow up with community agency

leaders and schedule introductory

meetings/overview sessions

» Attend community outreach events

» Provide resource materials to

community agencies for distribution

to parents

» Identify, train and work with cross-

cultural outreach liaisons

» Develop and share parent stories

Step 3: Implement Foundational Elements

Page 25: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

STEP 4: EVOLVE – ONGOING

IMPLEMENTATIONS4

Page 26: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

EVALUATION AND EVOLUTION TO TODAY

» Goals:

– Brand Awareness

– Trusted Resource in Early Childhood

» Strategies:

– Integrated Marketing Driven by Content

– Consistent Messaging Across All Communications

– Meeting Audiences Where They Are

Step 4: Ongoing Implementation

Page 27: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

TACTICS

» Website Creation and Launch

» Content Development

» Influencer Outreach

» Social Media

» Billboard/Bus/Digital Advertising

» Maintain Partnerships

Step 4: Implement and Evolve

Page 28: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

WEBSITE CREATION AND LAUNCH

FOCUS CONTENT ON AUDIENCES

» Parents –

– Info on developmental milestones

– Strategies for supporting healthy development

– Why, when and how to refer a child

– What happens after a referral is made

– Availability of services

Step 4: Implement and Evolve

» Influencers –

– What is HMG

– Availability of services

– How and when to refer a child

– What happens after a referral is made

– How to access free print resources for parents

Page 29: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

WEBSITE CREATION AND LAUNCH

FOCUS CONTENT ON AUDIENCES

» Information in multiple

formats

» Simple access for referral

» Reading level

» ADA compliant

» Search engine optimized

» Mobile friendly

» http://www.helpmegrowmn.org

Step 4: Implement and Evolve

Page 30: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

WEBSITE CREATION AND LAUNCH

FOCUS CONTENT ON AUDIENCES

» Cultural pages

» Information delivered

through audio, graphics,

video and text

» Call to action to refer a

child

http://helpmegrowmn.org/HM

G/Hmoob/index.html

Step 4: Implement and Evolve

Page 31: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

WEBSITE CREATION AND LAUNCH

PROMOTION

» Sponsored search

– Results – Q2, 2016 vs. Q1, 2016:

• Traffic to the site increased by 180%

• Goal completions increased by 540%

» Media outreach

– Results:

• Gained media coverage in key publications

• Shared parent stories

Step 4: Implement and Evolve

Page 32: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

CONTENT DEVELOPMENT

Types

» Outreach Materials

» Articles

» Infographics

» Podcasts

Uses

» Statewide dissemination to

influencers

» HelpMeGrowMN.org

» Other websites

» Social Media

» Events

Step 4: Implement and Evolve

Page 33: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

INFLUENCER OUTREACH

Who

» Health Care

» Community

» Social Services

» Child Care Providers and Associations

» Libraries

» Education Programs

What

» Mailings

» Presentations

» Syndicated content

» Follow up and promotions

» Availability to order

resources

Step 4: Implement and Evolve

Page 34: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

SOCIAL MEDIA

» Engaging young parents

with high interest topics

and photos

» Highlighting fathers to

engage more males

» Facebook, Pinterest and

Instagram

Step 4: Implement and Evolve

Page 35: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

BILLBOARD, BUS AND DIGITAL ADS

Step 4: Implement and Evolve

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PARTNERSHIPS

Step 4: Implement and Evolve

Page 37: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

RESULTS TO DATE – 2014 TO 2016

» 95% increase in HMG branded material distribution

Step 4: Implement and Evolve

0

50,000

100,000

150,000

200,000

250,000

Jul-Dec2014

Jan-Jun2015

Jul-Dec2015

Jan-Jun2016

Jul-Dec2016

Total Number of ALL HMG Resources Distributed

Total Number of ALL HMGResources Distributed

Page 38: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

RESULTS TO DATE

» Awards: Governor’s Award, National, and International

Awards for the website

» Facebook: 23,700 followers, reaches 36,000 – 55,000

per week

Step 4: Implement and Evolve

Page 39: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

LESSONS LEARNED

Page 40: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

WHAT CAN OUR EXPERIENCE TEACH YOU?

» Identify your goals, and revisit them

» Have a cohesive message

» Know your audiences, and define messaging for each

» Meet them where they are - channels, how they consume

information

» Face-to-face outreach makes strong connections and

partnerships

Page 41: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

NEXT STEPS

Page 42: HELP ME GROW NATIONAL FORUM» Reach out to media and influencers » Create Facebook editorial calendar » Create infographic Help Me Grow MN » Engage with Facebook audience » Establish

THANK YOU!

» You can contact us at:

– Marty Smith - [email protected]

– Kathy McKay - [email protected]

– Jennifer Risdall - [email protected]

– Maggie Tompkins - [email protected]