Telling Your. Story. Scott Collins, APR CAFO Webinar February 25, 2015

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2 Telling Your Story Scott Collins, APR CAFO Webinar February 25, 2015

3 Affinity-Based Concentric Circles

4 Affinity-Based Concentric Circles

5 Desired Outcomes With a disciplined approach and targeted marketing effort, outcomes can occur naturally. Brand Awareness Brand Position Brand We are on the radar We rise to the top of the selection set We are chosen Choice Experience Loyalty We provide engagement experiences that deliver on our We propositions retain loyal users, who in turn help us generate additional leads

6 Leadership at the Speed of Change: Yes, we know the world is changing, still! Variety, Velocity, Volume, and Veracity Or, type, speed, amount and accuracy Implications for Communications models And why it matters Corporate Character The importance of authenticity Social Business Some recent research Implications for Communications Leaders

7 The World is Changing: Variety & Velocity Mobile devices Globalization and demographic shifts Social tools and networks The era of big data

8 The New How you are is who you are Ultimate transparency Realities: Digital networks have made corporate culture and corporate reputation indivisible. The consumer owns your brand The tweet that can kill my company While the few who influence the many remains important, the many can now influence many more. We are all becoming technologists and publishers 1:1 Relationships Co-creation Listening Corporations have access to the same digital capabilities as individuals to publish, broadcast and network. People expect corporations to engage with them as individuals. The one-way, broadcast model must evolve to include feedback, response and iteration.

9 An Emerging Engagement Model: Corporate Character What makes us unique: Our Beliefs Our Values Our Purpose

10 1 # 3 # 66% 63% The Evaporation of Trust: NGOS, BUSINESS, MEDIA ALL DECLINE NGOs % 51% MEDIA TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2014 VS # 59% 57% BUSINESS # 45% 48% GOVERNMENT

11 Media Sources: Search Engines Now Most Trusted Trust in Each Source for General News and Information

12 Media Sources: Search Engines Now Used First and Most Trust in Information about Business Created by Each Author on Social Networking Sites, Content-Sharing Sites and Only-Information Sources

13 Building Brand Loyalty: creating zealots and brand (cause) advocates for the cause. Rensselaer Polytechnic Institute: 10% of the population with an unshakeable belief can convince the majority to adopt the same belief. Rock Stars, Evangelists and 10 Percenters: Rock stars focus on the people who already love them. This group has a stronger degree of loyalty. Evangelists spend 13% more than the average customer and refer business equal to 45% of the money they spend. The 10 percenters are your brand (cause) advocates. Victory in marketing doesn t happen when you sell something, but when you cultivate advocates for your brand (cause). Steve Knox, CEO of Tremors, P&G s Word of Mouth Unit

14 BRAND VISION Transform lives, change the world. BRAND POSITIONI NG For those searching for a meaningful way to give, Buckner brings redemptive ministry to the most vulnerable from the beginning to the ending of life. BRAND PERSONA LITY Christ-centered. BRAND AFFILIATION People compelled by their faith. THE BUCKNER SPHERICAL BRAND PROMISE

15 Reaching Christians Mass marketing + relationship marketing MEDIA CHURCHES EDUCATION VOLUNTEE RS ONLINE CHRISTIANS MUSIC COMPANIE S SPORTS

16 Tactics: A Mixture of Disciplines and Deliverables leveraging the best practices of public relations, media relations and special events and using the most current communications delivery methods in an effort to create broader name recognition and bring a higher level of understanding and participation to the Buckner mission. Our tactics include: Strategic target marketing for purposes of recruitment and advocacy. Enhanced active electronic communications, utilizing e-newsletters and shareable (social Media) electronic formats for recruitment and messaging. Internet communications resources for all websites for philanthropy recruitment, advocacy growth and engagement, and messaging. Active media relations efforts for enhanced news placement. 67% of consumers trust editorial content. 84% of consumers trust earned media, including word of mouth. Strategic fundraising special events, including fundraising and customer relations events. Buckner Today, a quarterly journal for storying. Print collateral targeting select groups, locations or ministries. Video/DVD production and distribution as a means of advancing ministry messages.

17 Human Behavior Has Changed In 1994, it took 7 touch points to convert a prospect into a sale.today, it takes 20+ touch points. PR generates impactful touch points increasing word of mouth (WOM). WOM is the highest converter of sales and action. WOM is also the strongest way to create cause advocates. Implication: Never stop telling your story. It s really not about us; it s about our story.

18 Telling Your Story