Branding. KDLH Promotion 1. Branding. Wow, you are pretty big. Building Your Image into the Community. Building Your Image into the Community

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1 Building Your Image into the Community Wow, you are pretty big. 8/1/ Building Your Image into the Community Branding 8/1/ Building Your Image into the Community Branding Webster - the promoting of a product or service by identifying it with a particular brand. Dictionary.com - to give a brand name to: branded merchandise. 8/1/ KDLH Promotion 1

2 Building Your Image into the Community Branding Webster - the promoting of a product or service by identifying it with a particular brand. Dictionary.com - to give a brand name to: branded merchandise. Jeff s It s a feeling, an emotion, a belief in a particular company, product, or service. So when you see or think of, you feel and believe. 8/1/ Define your Message Have a clear easy to understand message. Don t speak in your lingo, speak in your public s lingo. Promote your benefits not your features. Know your audience. (Demographic) Usually target a 6 th grade audience. Keep the Message consistent throughout all media. The Medium is the Message. The Message is the Message. The People are the Medium. 8/1/ Define your Message People don t want to buy what you do, they want to buy why you do it. Consider focusing on people who believe what you believe, not just need what you do. Hiring Messaging PCMH. Community Leaders What How Why 8/1/ KDLH Promotion 2

3 Plan your distribution What was/is communication? Newspaper Telephone Radio TV Fax Machine Skype Facetime Message (Tweet, FB, Blog..) 8/1/ Plan your distribution Different Mediums are used different ways. We need to understand the strengths of each one. People listen to the radio People view TV People read brochures People notice billboards People use the internet People engage Social Media. 8/1/ Plan your distribution Impressions Market reach Frequency Unique Users Clicks Target audience Ratings Distribution 8/1/ KDLH Promotion 3

4 Plan your distribution Get meetings set up with the Local Sales Manager and an Account Executive to talk about your plans. Then meet with the news director. Keep contact lists for both. Television Radio TV is very influential and one of the best ways to really build an image and brand. About 80% of adults cite TV as being the most influential advertising. The good part of cable It is very geographically targeted, inexpensive, and represents many networks and specific audiences. The bad part you miss about 40% of the market. (Only people with cable get to see your PSA.) Not a lot of control on placement either. Most stations will match dollar for dollar everything if you are a non profit. Radio alone is not a good tool to brand yourself. It is meant to be and addition to the campaign. This will run side by side with other media, and be the same consistent image. Print Traditional newspaper is not a very good ROI. But still form relationships with the small local papers, and large as well. Especially, to get news out to them, and have contacts. Plus their websites are usually very popular. Brochures. These will be redesigned in early 2013 with our new branding. Websites and Social Media Try to be part of Media websites. Unique users. Misc. sponsorships and brochure ads. What is you return? How many impressions? 8/1/ Is Social media that important? tailpage&v=qucffcchw1w 8/1/ Businesses say the goal of Social Media is to turn users into a volunteer marketing army. 8/1/ KDLH Promotion 4

5 Websites are used most from 7am 1pm. Google owns the world Google it! Engaging users and creating dialogue with other is extremely important to people, and businesses are doing the same. Grow your likes. Grow your followers. External links. 60% of people come to a story or information from Google, Bing or Yahoo searches. Another percent come from Facebook and Twitter. Search words. This adds credibility to our site. You should be listed in media websites, at least community experts. Leave a comment once in a while to spark conversation. The first comment is usually about the story. Comments after that are usually about the comments. Ask the user to do something. 8/1/ /1/ Mark Zuckerberg 17,479,985 followers October 4, 2012 at 7:00am near East Palo Alto, CA This morning, there are more than one billion people using Facebook actively each month. If you're reading this: thank you for giving me and my little team the honor of serving you. Helping a billion people connect is amazing, humbling and by far the thing I am most proud of in my life. I am committed to working every day to make Facebook better for you, and hopefully together one day we will be able to connect the rest of the world too. 8/1/ KDLH Promotion 5

6 90% of YouTube views come from Facebook. 8/1/ Over 1 Billion unique users visit YouTube each month Over 6 billion hours of video are watched each month on YouTube 72 hours of video are uploaded to YouTube every minute YouTube is localized in 56 countries and across 61 languages 200 million people take a social action on YouTube (likes, shares, comments, etc) every week 8/1/ Checklist Define your Brand. Develop clear easy to understand messages. Promote your benefits not your features. Make your people be involved in community organizations. Make Media contacts (Sales and News). Make them Schmooz you. Set up your yearly outreach plan according to you budget and chosen mediums. Social Media is here and it s changing the world. 8/1/ KDLH Promotion 6