MTAM1: Things to Know Before We Get Started

Transcription

1 MTAM1: Things to Know Before We Get Started 1. At the start of the training, we will call roll to see who is on the phone. During the training, we will call on individuals by name to participate. 2. Please make sure you have the In Class Exercises and the Outreach Strategy Brief documents printed out (on paper) and ready. 3. You may ask questions at any time. Please identify yourself when you speak up. 4. We will record the webinar for our training and quality control purposes. 5. Please be sure you know how to mute your phone if you need to

2 More Than A Message What Happens to Your Message Once It s Out There? Part 1 2

3 Quick Check In Have you got the hang of moving around the Online Training Center? Is there anything you would like to discuss about that?

4 Quick Check In Recordings are available for each session that we complete.

5 For This Workshop, You Will Need: 5

6 Warm Up Exercise How many articles are there in today s newspaper? And how many of them can you remember? 6

7 Warm Up Exercise How many times did you use Facebook last week? How many ads can you remember? 7

8 Warm Up Exercise How many pieces of mail did you receive this week? And how many can you remember? 8

9 Warm Up Exercise The last time you put gas in your car, what was the pump topper advertisement for? 9

10 Warm Up Exercise I know that half my advertising is wasted, I just don t know which half. -- John Wannamaker Father of Modern Marketing 10

11 More Than A Message: The Key Takeaway No matter how good your message is, the target audience will overlook, ignore, or forget it most of the time. Rookies get their feelings hurt when this happens, but veterans expect it and plan for it. In this course, you ll learn to overcome this by attempting to reach your audience in 3-5 different ways at the same time. And you ll learn how to measure how each attempt performs so you can steadily improve over time.

12 Goal for This Session In this workshop, learn how to use "the slope" to predict and measure the number of people who notice and respond to your message. 12

13 Agenda Orientation Exercise Terms of Art What Went Wrong? Exercise Terms of Art Target Audience Impressions Conversions Cultivation Big Steps: Final Exercise Homework & Next Steps 13

14 Agenda Orientation Exercise Terms of Art What Went Wrong? Exercise Terms of Art Target Audience Impressions Conversions Cultivation Big Steps: Final Exercise Homework & Next Steps 14

15 Terms of Art The Term What Does It Mean? Target Audience Who you will spend time and money to try to reach Impression How you will deliver your message to the Target Audience Conversion How the Target Audience will respond to your message -- and how you will know Cultivation How you will stay in touch and nurture the relationship 15

16 The Slope } Overlook, Forget, Ignore (Only rarely refuse) 16

17 Agenda Orientation Exercise Terms of Art What Went Wrong? Exercise Terms of Art Target Audience Impressions Conversions Cultivation Big Steps: Final Exercise Homework & Next Steps 17

18 Exercise #2: What Went Wrong? On the following slides, imagine we have tried to reach the individuals in the picture to engage them in your work. But something went wrong. Was it Target Audience Mismatch: We made the wrong choice for delivering our message to the target audience Impression: The target audience overlooked, forgot, or ignored our message Conversion: The target audience didn t know how to respond, or they gave up after trying Cultivation: We failed to contact the target audience again after they first responded 18

19 Exercise #2: What Went Wrong? Did I see your video on YouTube?? I ve never seen anything on YouTube! 19

20 Exercise #2: What Went Wrong? You say those ads ran on my favorite radio station? I don t remember hearing them. 20

21 Exercise #2: What Went Wrong? How the am I supposed to RSVP for this event? 21

22 Exercise #2: What Went Wrong? I enjoyed volunteering for you that day, but I never heard from you again. 22

23 Exercise #2: What Went Wrong? You say the newspaper wrote about you. That s great. (Eyes rolling) 23

24 Exercise #2: What Went Wrong? The local environmentalists gave my lake a D+!?!?! I don t know what to do about that. 24

25 Exercise #2: What Went Wrong? I don t remember getting an from you about that... 25

26 Exercise #2: What Went Wrong? I called the number to report an oil slick on the water. I left a message. Nobody ever called me back. 26

27 Exercise #2: What Went Wrong? This membership invitation just isn t 100% convincing 27

28 Exercise #2: What Went Wrong? I signed your petition. You never told me how it turned out! 28

29 Exercise #2: What Went Wrong? I don t read any environmental blogs or newsletters. 29

30 Exercise #2: What Went Wrong? I read some article about native plants? It sounded cool but I have no idea how to get started. 30

31 Agenda Orientation Exercise Terms of Art What Went Wrong? Exercise Terms of Art Target Audience Impressions Conversions Cultivation Big Steps: Final Exercise Homework & Next Steps 31

32 The Slope } Overlook, Forget, Ignore (Only rarely refuse) 32

33 What Conservation Professionals Focus On Stormwater runoff Watershed management Climate adaption Biodiversity Sustainable development Interbasin transfers Agricultural best practices Water conservation Etc... Conservation professionals instincts are to organize outreach and communication around topics 33

34 What Outreach Professionals Focus On Stormwater runoff Farmers along the creek Watershed management Potential major donors Climate adaption Activists around the state Biodiversity Boaters & anglers who use the lake Sustainable development Interbasin transfers Agricultural best practices Water conservation Etc... Residents near the toxic waste site Concerned citizens in the county Businesses that have to comply with this regulation Communication professionals learn to organize outreach and communication around target audiences 34

35 The Target Audience Label Your Target Audience. But not with a label that would offend them, of course. Count Your Target Audience. We ll give you tips for that in Part 2 of this course. Understand Your Target Audience. You just can t know too much about them. 35

36 Target Audience: Newspapers & Magazines AARP Magazine Readers Off Road Magazine Readers You have time to call one magazine editor this afternoon and propose a story about your drug take back program... 36

37 Target Audience: In Person Presentation Garden Club Elks Lodge You have one free evening this week to make a presentation about how to install a rain barrel. 37

38 Target Audience: Phone People who keep their boat at a local marina People who shop at the local West Marine store Two local businesses have provided you with customer lists so you can call and promote your boat pump out program. Which list would you call first? 38

39 What Gets Measured Gets Managed What to Measure How to Measure Target Audience You will learn to do this in More Than A Message Part 2 Impressions Conversions Cultivation Big Steps 39

40 Agenda Orientation Exercise Terms of Art What Went Wrong? Exercise Terms of Art Target Audience Impressions Conversions Cultivation Big Steps: Final Exercise Homework & Next Steps 40

41 Impressions } Overlook, Forget, Ignore (Only rarely refuse) 41

42 Impressions Newspaper Article Postcard Facebook Ad Post to online group Door Hanger Billboard Community Event Etc. Etc. Impressions is an umbrella term that covers all the different ways the target audience might get your message 42

43 It s almost always Words of Wisdom better to reach 25 people 4 times each......than to reach 100 people one time only 43

44 Impressions Professional communicators use math to figure out the conversion rate, a.k.a the response rate. Here s the formula: conversions/impressions = response rate example: 24/1,000 = 2.4% 44

45 Impressions Exercise #3 Page 3 in your handout. Using a calculator, figure out the conversion rate you GOT IN THE PAST 45

46 Impressions High Bang, High Buck 46

47 Impressions High Bang, High Buck Let me tell you about this great thing I tried... Hey guys, I need a favor 47

48 Impressions Rules of Thumb High Bang, High Buck Response rates 10%, 20%, 30% or maybe even higher Maximum results achieved after just 2 or 3 impressions 48

49 Impressions Rules of Thumb Middle Bang, Middle Buck 49

50 Impressions Mid Bang, Mid Buck 50

51 Impressions Mid Bang, Mid Buck 51

52 Impressions Mid Bang, Mid Buck 52

53 Impressions Mid Bang, Mid Buck Response rates in single digits --.5% to 5% Maximum results achieved after 3 to 7 impressions 53

54 Impressions Low Bang, Low Buck 54

55 Impressions Low Bang, Low Buck Your Message Here 55

56 Impressions Low Bang, Low Buck 56

57 Impressions Low Bang, Low Buck 57

58 Impressions Low Bang, Low Buck 58

59 Impressions Low Bang, Low Buck Response rates are a tiny fraction of 1% Need to make dozens of impressions before maximizing results 59

60 Impressions Audience Size (Likely) Best Choice for Impressions Dozens Personal ( , phone, face-to-face, etc.) Hundreds or Thousands Direct Messages ( blast, postcards,social media, phone banks) Tens of thousands or higher Mass media (Advertising, public relations) 60

61 Impressions Imagine there are 100 farmers within a 20 mile radius of this workshop 61

62 Impressions You call 100 farmers on the phone. You get a 32% response rate. How many show up? 62

63 Impressions You don t have time to call 100 farmers. You them instead and get a 5.7% response rate. How many show up? 63

64 Impressions You don t have addresses for the 100 farmers, so you put a notice in the newspaper instead. You get a.09% response rate. How many farmers show up now? 64

65 Impressions We talked to 15 voters today about the parks referendum that is on the ballot next Tuesday. 65

66 Impressions Just 47,371 more voters in the county left to talk to! 66

67 Impressions Audience Size (Likely) Best Choice for Impressions Dozens Personal ( , phone, face-to-face, etc.) Hundreds or Thousands Direct Messages ( blast, postcards,social media, phone banks) Tens of thousands or higher Mass media (Advertising, public relations) 67

68 Impressions Exercise #4 Page 3 in your handout. Using a calculator, figure out the conversion rate you NEED IN THE FUTURE 68

69 Impressions 69

70 It s almost always Words of Wisdom better to reach 25 people 4 times each......than to reach 100 people one time only 70

71 Impressions What Gets Measured Gets Managed What to Measure How to Measure Target Audience You will learn to do this in More Than A Message Part 2 Impressions # of s you sent # of phone calls you placed # of newspaper readers # of cars driving past the billboard # of times your ad was viewed Etc. Conversions Cultivation Big Steps 71

72 Agenda Orientation Exercise Terms of Art What Went Wrong? Exercise Terms of Art Target Audience Impressions Conversions Cultivation Big Steps: Final Exercise Homework & Next Steps 72

73 Conversions } Overlook, Forget, Ignore (Only rarely refuse) 73

74 Conversions Event RSVP Donation Sign a Petition Pledge to... Volunteer Sign Up Apply for Permit Subscribe Enter Contest Etc. Etc. Conversions is an umbrella term that covers all the different ways the target audience might actively respond to your message 74

75 Conversions The "conversion" is where you have the opportunity to ask five magic questions: What is your name? What is your address? What is your phone number? How did you hear about us? Would you like to stay in touch? 75

76 Conversions 76

77 Conversions 77

78 Conversions 78

79 Conversions 79

80 Conversions The "conversion" is where you have the opportunity to ask five magic questions: What is your name? What is your address? What is your phone number? How did you hear about us? Would you like to stay in touch? 80

81 Conversions I know that half my advertising is wasted, I just don t know which half. -- John Wannamaker Father of Modern Marketing 81

82 Conversions y r t t s u y I know that half o a eadvertising is w umy l r y A ig wasted, I just e t h f don t know which t u o to ow ahalf. b h rd!!! a u e h yo -- John Wannamaker Father of Modern Marketing 82

83 Conversions What Gets Measured Gets Managed What to Measure How to Measure Target Audience You will learn to do this in More Than A Message Part 2 Impressions # of s you sent # of phone calls you placed # of newspaper readers # of cars driving past the billboard # of times your ad was viewed Etc. Conversions # or % of people who converted What impression prompted them to convert How many agreed to stay in touch Cultivation Big Steps 83

84 Agenda Orientation Exercise Terms of Art What Went Wrong? Exercise Terms of Art Target Audience Impressions Conversions Cultivation Big Steps: Final Exercise Homework & Next Steps 84

85 Cultivation } Overlook, Forget, Ignore (Only rarely refuse) 85

86 Cultivation Receipt Newsletter Follow Up Survey Annual Report Thank You Note Event Photos Social Media Updates Follow Up Invitations Etc. Etc. Cultivation is an umbrella term that covers all the different ways you try to keep the target audience from forgetting you. 86

87 Cultivation Typical tools to stay in touch: Sign in sheets, spreadsheets, blast tools, and contact databases 87

88 Cultivation Once you have their contact information, you use it to: Send "thank you" s and notes Urge them to take another conservation action Send updates on your accomplishments Solicit their opinion on your next move Etc. And you record how they respond! 88

89 Cultivation Exercise #5 Cultivation Campfire Stories 89

90 Cultivation Exercise #5 Imagine we are sitting around a campfire and you are going to tell us a story. Tell us: What is a recent occasion when you converted Why were you the target audience? What type of impression first got your attention? What was the conversion opportunity they presented? How have they tried to cultivate you since then? 90

91 Cultivation What Gets Measured Gets Managed What to Measure How to Measure Target Audience You will learn to do this in More Than A Message Part 2 Impressions # of s you sent # of phone calls you placed # of newspaper readers # of cars driving past the billboard # of times your ad was viewed Etc. Conversions # or % of people who converted What impression prompted them to convert How many agreed to stay in touch Cultivation # of times you contacted your audience after they converted # or % who responded positively Big Steps 91

92 Agenda Orientation Exercise Terms of Art What Went Wrong? Exercise Terms of Art Target Audience Impressions Conversions Cultivation Big Steps: Final Exercise Homework & Next Steps 92

93 Big Steps } Overlook, Forget, Ignore (Only rarely refuse) 93

94 Big Steps Conservation Easement Visit Elected Official Install BMPs Big Volunteer Commitment Etc. Major Donation Modify Ag. Practices Join Your Board Introduce You to Friends Etc. Big Steps is an umbrella term that covers things the target audience probably won t do until they know and trust you. 94

95 Big Steps Exercise #6 Pages 4-8 in your handout.you run a hypothetical nonprofit conservation organization. Along the way, you have made an impression and converted these five individuals. You have carefully tracked your cultivation efforts in your database. 95

96 Big Steps Exercise #6 Major Action Best Candidate What cultivation responses suggest they are the best candidate? Organize a fundraising dinner at home Meet with a state senator about the environmental budget Organize a workshop about eco-friendly lawn care Join the board of directors Page 9 in your In Class Exercises Handout 96

97 Big Steps What Gets Measured Gets Managed What to Measure How to Measure Target Audience You will learn to do this in More Than A Message Part 2 Impressions # of s you sent # of phone calls you placed # of newspaper readers # of cars driving past the billboard # of times your ad was viewed Etc. Conversions # or % of people who converted What impression prompted them to convert How many agreed to stay in touch Cultivation # of times to contacted your audience after the converted # or % who responded positively Big Steps How many did that big thing you really wanted all along? 97

98 Agenda Orientation Exercise Terms of Art What Went Wrong? Exercise Terms of Art Target Audience Impressions Conversions Cultivation Big Steps: Final Exercise Homework & Next Steps 98

99 Homework You have about 45 minutes of homework to do between now and the review session.

100 Homework You ll do some fun exercises to further familiarize with the terms of art. Don t be alarmed that the system calls it a test.

101 Homework You ll do some fun exercises around the term impressions.

102 Homework You ll do some fun exercises thinking about recent times that you converted.

103 Homework FInally, you ll do an exercise on the theme of what gets gets measured gets managed

104 Goal for This Session In this workshop, learn how you learned how to use "the slope" to predict and measure the number of people who notice and respond to your message. Any questions or comments? 104

105 Confirm date & time of next session