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Heather Patrick
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1 broadcast print environmental branding philanthropy marketing advertising interactive social media

2 > Magnetic brand, social media, and marketing initiatives for Housing Authorities, local and national real estate developers, and public/private partnerships across the United States including: > Tampa Housing Authority > Athens Housing Authority > Housing Authority of New Orleans > Georgia Department of Community Affairs > Banc of America Community Development Corporation (BACDC) > Columbia Residential > McCormack Baron Salazar + McCormack Baron Ragan > Notable Florida projects include: > City View (Orlando) > Creative Village (Orlando) > Encore (Tampa)

3 11+ years in business with clients spanning coast to coast 18 national and local speaking engagements since 2011 focused on branding, marketing, and social media strategies WOMAN OWNED BUSINESS 2 OFFICES: Orlando New Orleans a business culture that actively celebrates philanthropy President + Creative Director, Stephanie Darden, recognized as a 40 Under 40 professional in 2008, 2010, and 2012 by The Orlando Business Journal

4 OBJECTIVE Break through the white noise, advocate and promote the importance and impact of the SHIP Program.

5 AUDIENCE COMPOSITION local boards commissioners SHIP PROGRAM media legislators general public

6 How can we keep local boards and commissions informed about the value of the SHIP program? > Commission turnover and term limits, we often have a group of newly elected officials who don t understand the programs or the need for affordable housing > For action at the state level, it must be a priority at the local level > The SHIP program needs to make its way into their legislative priorities

7 How can we make the housing program important to individual legislators so that they will take that message to legislative leadership for funding?

8 What is the importance of creating a solid brand for SHIP to aid in our awareness efforts?

9 What are the best, most cost effective communication tools and resources that we can use to spread accurate, insightful, and interesting information about SHIP to our target audience?

10 What kind of events or experiences should we be creating to nurture participation by elected officials and recognize them for their support?

11 What role does branding play on successfully marketing the SHIP program?

12 MARKETING 101 Establish the what s in it for me angle > Elected officials are eager to support and promote successes > We must make the successes easy to understand and share > Social and digital media are the strongest sharing media in our marketing arsenal

13 MARKETING 101 Develop the brand > Promise, Position, and Proposition need to be clearly defined or our message and brand will become muddy > Strong brands are at the core of strong messages

14 } MARKETING 101 Identify the toolkit needed to fuel your campaign

15 FLYERS BILLBOARD WEBSITE SOCIAL MEDIA PUBLIC RELATIONS DISPLAYS ADVERTISEMENT BROCHURE DIRECT MAIL

16 HIERARCHY OF MEDIA EFFECTIVENESS ACTUAL EXPERIENCES VIRTUAL EXPERIENCES RECOMMENDATIONS FROM TRUSTED SOURCES ACTIVE ENGAGEMENT/REVIEW OF INFORMATION RECOMMENDATIONS FROM PLAUSIBLE SOURCES VISIBILITY WHEN/WHERE POTENTIAL CONSUMERS DESIRE IT MARKETING IN FORMATS/ENVIRONMENTS ACCEPTABLE TO POTENTIAL CONSUMERS MARKETING IN FORMATS/ENVIRONMENTS UNACCEPTABLE TO POTENTIAL CONSUMERS

17 MARKETING 101 Identify the toolkit needed to fuel your campaign > Brand platform: Communication and visual platform > Website: WordPress based sites are a great solution for their content management services which allow you to make your own updates efficiently and cost effectively > enewsletter: A branded, templated campaign used frequently to promote important news and announcements > At-A-Glance fact sheets: Concise, compelling content that expresses the successes and impacts of projects > Infographics: Statistical, data-filled eye candy that serves as the Cliff Notes version of our success stories

19 DEATH BY PAPERCUTS DAZZLE WITH DATA-FILLED EYE CANDY

2052 total number of pieces of legislation filed for consideration during Session Senate: Filed 1044 Passed 149 Passed Both Chambers/ Enrolled: 52 House: Filed 1008 Passed 439 Passed Both Chambers/

20 2052 total number of pieces of legislation filed for consideration during Session Senate: Filed 1044 Passed 149 Passed Both Chambers/ Enrolled: 52 House: Filed 1008 Passed 439 Passed Both Chambers/ Enrolled:52 Total Passed by Both Chambers and Enrolled: 252 Governor Vetoed 12 (just think we can put the number). Governor signed a $70 billion state budget after $142.7 million in vetoes Charter schools: Receive $55.2 million for construction and maintenance. USF Heart Health Institute: $6.9 million for the institute survives Scott s veto pen. People who oppose tax hikes: Budget includes no new or increased taxes. Public television: Cut by Scott last year, spared in State workers: No general pay raise for state workers. Last across-the-board raise came in State universities: Funding cuts of $300 million; uncertainty over tuition increases. Governor Scott s Priority: Job Creation and Economic Growth Agenda into law which included 1 billion in funding to K-12. Interesting bills that failed: Texting While Driving Ban (Failed). Would have allowed police to tack on a ticket for texting to motorists pulled over for other driving offenses. Food Stamps (Failed). Would have prohibited people from using food stamps at strip clubs or casinos or to buy junk food Gaming (failed). Several bills failed including ones that would have allowed three high end casinos in South Florida, shut down or regulated Internet cafes, and allow dog tracks to stop racing greyhounds but continue running card rooms and other types of gambling Interesting bills that passed: Private Ads on State Trails (Passed) Private advertisements will be allowed on certain state greenway and trial facilities or property Animal Dye Ban Reversal (Passed). An amendment on an agricultural bill reverses the ban on dyeing animals artificial colors Additional Homestead Tax Exemption for Seniors (Passed) Allows counties and cities to reduce property taxes for poor seniors Governor Victory A $223 million economic incentives package with $120 million in tax breaks including back to school sales tax holiday and doubling of the corporate income tax exemption I would take out part about still pending and make this just about numbers.

21 Average Age Distribution Across Social Media Sites Source: Pingdom report

22 Average HHI Distribution Across Facebook under $25K 0% 10% 20% 30% 40% $25-49K $50-74K $75-99K $ K $150K+ Source:

23 2010 Mobile website visitation to all Affordable Housing websites we have created for clients

24 MARKETING 101 Identify the toolkit needed to fuel your campaign > Signage: Branded site signage with infographic impact data > Google Map: Customize a Google map with markers of home and projects benefitted by SHIP and include before/after photos > Social media: LinkedIn, Twitter, and Facebook profiles - the dominant social sites also used by elected officials

26 use a consistent topic hashtag: #SHIPFloridaHousing Don t forget to tag the

27 TOOL DIY HIRE A PRO Brand platform WordPress website enewsletter Fact Sheets Infographics Google map Signage Social media platforms

28 What kind of events or experiences should we be creating to nurture participation by elected officials and recognize them for their support? > Opportunities to express the human impact: > Art or essay contest for youth on the topic of what their new home means to them and the community > Post these as social media content and also provide them to elected officials > Video testimonials of the residents and community stakeholders positively impacted by SHIP > These can be posted to social media and also provided to elected officials on a disc or a flyer with QR codes to the video links

29 What kind of events or experiences should we be creating to nurture participation by elected officials and recognize them for their support? > Leverage on-the-ground events and extend their reach by making them discoverable > Post and tweet photos, videos, and impact/success statistics on Twitter, LinkedIn, Facebook, and Google+ > Tag elected officials and supporters who have social profiles to ensure they are tied into these communications

30 What kind of events or experiences should we be creating to nurture participation by elected officials and recognize them for their support? > Augment on the ground events with online events such as hosting Google+ Hangouts > Consider hosting monthly SHIP program round tables where progress, successes, and impacts are shared in a round table virtual environment with others > Invite elected officials to take part in these sessions

33 How can we make the housing program important to individual legislators so that they will take that message to legislative leadership for funding? > Make the results concise, easy to understand and share with others > Infographics are great for this > Involve and engage them in the resulting data by acknowledging them and including them in digital and social posts > Quantify and qualify the human element by educating them on the people in our neighborhoods that qualify for affordable housing

How can we make the housing program important to individual legislators so that they will take that message to legislative leadership for funding?

34 How can we make the housing program important to individual legislators so that they will take that message to legislative leadership for funding? > Recruit advocates for SHIP - power in numbers > Produce a social media guide > Include social media handles and shareable content > Include action steps for advocates and the facts

35 #DontDoubleMyRate Social Media Guide FLORIDA Need to Know: How a Stafford Increase Would Impact Your State The Center for American Progress and Campus Progress released new reports that detail what an increase in the interest rate on Stafford student loans would mean for several states. If Congress doesn t act, the interest rate on these loans will double from 3.4 percent to 6.8 percent on July 1. These reports paint a vivid picture of the impact an interest rate hike would have on young people, who are already dealing with a high unemployment rate, large amounts of student debt and changes to education funding and college costs. Also included are testimonials from students and family members who depend on federal education loans. Nationwide, over 7 million student borrowers would be affected by the rate doubling. Read the report:

36 Educate Yourself: Here s a handful of links to Campus Progress articles highlighting some key information on the Stafford loan issue: Share this graphic on Facebook: Share this graphic on Facebook:

GUIDE Introduction to Social Networks. A Guide to Getting Started on Social Media

GUIDE Introduction to Social Networks A Guide to Getting Started on Social Media Introduction to Social Networks A Guide to Getting Started on Social Media Getting Started With a growing number of social