STAKEHOLDER COMMUNICATIONS Online + Offline Engagement

(today is not)

ABOUT US

AMANDA WATSON AMBER BROECKEL

Senior Account Executive

Account Executive

THE GROUNDWORK Online + Offline Engagement

IDENTIFY CHANNELS ON WHICH TO ENGAGE

DETERMINE YOUR MESSAGE

ESTABLISH YOUR AUDIENCE

ESTABLISHING YOUR AUDIENCE

Understanding your audience is the most important part of every communications campaign.

SERIOUSLY, DON’T

FORGET THIS.

ESTABLISHING YOUR AUDIENCE

•  Not doing market research •  Making assumptions about your

audience •  Audience target too broad •  Not tying your audience to your

goals •  The wrong target market

Common mistakes

ESTABLISHING YOUR AUDIENCE

•  Who are your existing customers? •  Who would you like to capture (potential

customers)?

Think forward

ESTABLISHING YOUR AUDIENCE

•  Demographics -  Age -  Marital Status -  Socio-Economic Status -  Ethnic Background -  Income -  Religion -  Location

Develop a customer “persona”

What is the burning pain or desire?

ESTABLISHING YOUR AUDIENCE

•  Psychographics -  Hobbies -  Values -  Motivations -  Lifestyle

Develop a customer “persona”

ESTABLISHING YOUR AUDIENCE Customer Persona Examples

Likes to cook

Psychographic Demographic

Passionate about local

Millennial

Single

West-Ender

Career driven

$35-$40K per year

Plans purchases

Loves to travel

Online and Offline Market Research/ Audience Identification Tools ESTABLISHING YOUR AUDIENCE

•  Survey Monkey •  Focus Groups •  Man-On-The-Street

Surveys  

DEVELOP A CUSTOMER PROFILE ONLINE: Surveys

DEVELOP A CUSTOMER PROFILE OFFLINE: Man-On-The-Street + Focus Groups

ESTABLISHING YOUR MESSAGE

ESTABLISHING YOUR MESSAGE What are you communicating about?

•  Product •  Service •  Issue

Where does your message make sense?

ENGAGING YOUR AUDIENCE

Review your options.

IDENTIFYING YOUR CHANNELS Panels, Salons

Image  source:  Trailhead  Boise  Instagram    

Community Insight Sessions, Town Halls IDENTIFYING YOUR CHANNELS

IDENTIFYING YOUR CHANNELS Events (of all sorts)

IDENTIFYING YOUR CHANNELS Traditional Earned Media

IDENTIFYING YOUR CHANNELS Word-of-Mouth/ Grassroots

Image  source:  h5p://852cmd.com/wp-­‐content/uploads/2014/01/word-­‐of-­‐mouth-­‐markeCng.png      

IDENTIFYING YOUR CHANNELS Newsletters

Street Teams IDENTIFYING YOUR CHANNELS

IDENTIFYING YOUR CHANNELS Webinars

Image  source:  h5p://icsatoday.org/wp-­‐content/uploads/2013/05/Webinar.jpg      

IDENTIFYING YOUR CHANNELS Guerilla

Pinterest IDENTIFYING YOUR CHANNELS

Image  source:  Pinterest  

IDENTIFYING YOUR CHANNELS Periscope

Image  source:  Periscope    

IDENTIFYING YOUR CHANNELS Instagram

Image  source:  h5p://i.telegraph.co.uk/mulCmedia/archive/02787/instagram_2787001b.jpg      

IDENTIFYING YOUR CHANNELS LinkedIn

Image  source:  LinkedIn  

IDENTIFYING YOUR CHANNELS Facebook

Image  source:  Facebook  

IDENTIFYING YOUR CHANNELS Twitter

Image  source:  Twi5er  

IDENTIFYING YOUR CHANNELS YouTube

Image  source:  YouTube  

IDENTIFYING YOUR CHANNELS NextDoor

Image  source:  h5p://allthingsd.com/files/2013/04/nextdoor.jpg      

IDENTIFYING YOUR CHANNELS Blog/ Content Marketing

Image  source:  h5ps://www.odoo.com/apps/modules/8.0/portal_blog/blog.jpg      

IDENTIFYING YOUR CHANNELS Landing Page/ Website

Image  source:  Weebly  

IDENTIFYING YOUR CHANNELS TripAdvisor

Image  source:  TripAdvisor  

IDENTIFYING YOUR CHANNELS Snapchat

Image  source:  Snapchat  

IDENTIFYING YOUR CHANNELS EventBrite

Image  source:  Eventbrite  

IDENTIFYING YOUR CHANNELS Yelp

Image  source:  Yelp  

Where do you belong?

IDENTIFYING YOUR CHANNELS

•  Using the wrong channels •  Using too many channels •  Not allocating resources to

management •  Not doing research •  Communicating too frequently or

infrequently

Common mistakes

Image  source:  h5p://www.cdrking.com/apanel/modules/products/images/large/1845_4.jpg      

Dive into the data.

Compare the channels IDENTIFYING YOUR CHANNELS

Image  Source:  Pew  research,  2013  

Image  source:  Sprout  Social      

Image  source:  Sprout  Social      

Image  source:  Sprout  Social      

Image  Source:  Pew  2013  

IDENTIFYING YOUR CHANNELS Yelp

Image  Source:  Yelp  

IDENTIFYING YOUR CHANNELS Yelp

Image  Source:  Yelp  

IDENTIFYING YOUR CHANNELS Each to his or her own

IDENTIFYING YOUR CHANNELS Customer Persona Examples

Likes to cook

Psychographic Demographic

Passionate about local

Millennial

Single

West-Ender

Career driven

$35-$40K per year

Pinterest

Local events

Plans purchases

LinkedIn

Yelp

SnapChat

Local events + NextDoor

Loves to travel Periscope

PUTTING IT TO PRACTICE

PUTTING IT TO PRACTICE Online + Offline Engagement

ROCI MT HOME SCHOOL DISTRICT

CTA/ CWI

CTA/ CWI

CWI/CTA: Audience Identification PUTTING IT TO PRACTICE

POSTING ONLINE

EARNED MEDIA

FLYERS

COLLEGE STUDENTS

WEST END

NEIGHBORS

Image  source:  h5p://hlaspringfield.org/wp-­‐content/uploads/2013/11/neighborhood.jpg        

CWI/ CTA: Offline Engagement PUTTING IT TO PRACTICE

COMMUNITY INSIGHT EVENT

EARNED MEDIA

FLYERS

CWI/ CTA: Online Engagement PUTTING IT TO PRACTICE

ONLINE SURVEY

+ LANDING

PAGE

ONLINE EVENT

POSTINGS

FLYERS

CWI/ CTA: Results PUTTING IT TO PRACTICE

POSTING ONLINE

EARNED MEDIA

FLYERS 400  

Mountain Home School District

Mountain Home School District: Audience Identification PUTTING IT TO PRACTICE

POSTING ONLINE

EARNED MEDIA

FLYERS

TEACHERS PARENTS BUSINESS + COMMUNITY

LEADERS

Mountain Home School District : Online Engagement PUTTING IT TO PRACTICE

VIDEO +

LANDING PAGE

GRASSROOTS SOCIAL MEDIA

FLYERS

PUTTING IT TO PRACTICE

SCHOOL TOURS +

OPEN HOUSES

DIRECT MAIL

Mountain Home School District : Offline Engagement

EARNED MEDIA

Mountain Home School District: Results PUTTING IT TO PRACTICE

POSTING ONLINE

EARNED MEDIA

FLYERS

Mountain Home School District Levy Votes

Yes  

No  

73.78%

26.22%

ROCI

ROCI: Audience Identification PUTTING IT TO PRACTICE

POSTING ONLINE

EARNED MEDIA

FLYERS

POLICY- MAKERS

EDUCATION GROUPS

SCHOOL DISTRICTS

ROCI: Online Engagement PUTTING IT TO PRACTICE

POSTING ONLINE

EARNED MEDIA

FLYERS

WEBINAR INFOGRAPHIC

ROCI: Offline Engagement PUTTING IT TO PRACTICE

POSTING ONLINE

EARNED MEDIA

FLYERS

CONFERENCE CALL

PANEL DISCUSSION

ROCI: Results PUTTING IT TO PRACTICE

POSTING ONLINE

EARNED MEDIA

FLYERS

•  31 registrants, 5 live participants •  Varied audience (media, legislators,

interest groups)

•  20 participants •  Legislator only audience •  Lively discussion

•  35 attendees •  Varied audience (media, legislators,

interest groups) •  Lively discussion

QUESTIONS?