The Communications committee is the internal creative hub of Ad 2 Honolulu and

Transcription

1 National Club Achievement Competition Category of Entry: Communications The Communications committee is the internal creative hub of Ad 2 Honolulu and creates the strategy and execution to effectively communicate with our members, the advertising community and affiliated organizations. The committee is the gatekeeper of the club's brand and works to build club and event awareness while assisting the other committees. This year we focused on the following communication platforms and key methods to maintain and improve our communication objectives and responsibilities. Communication to Members Goal: To maintain and increase engagement with our current members and monitoring analytics to measure effectiveness. Method #1: Engage our members by sharing quotes about our club along with a photo, and articles that gave tips or professional insight about the marketing and advertising industry. We tagged each post with the hashtag, #Ad2YourDay. The idea was to enrich and motivate our members to exceed expectations (Exhibit A1). Method #2: Another method was to highlight our members by tracking their attendance for every committee meeting they go to. The member who attended the most meetings in that month was chosen as our Ad 2 Member of the Month. We also asked for their thoughts and moments about their experiences in the club (Exhibit A2). Method #3: Effective and consistent communication through Facebook, Instagram, and E-blasts to inform our members about upcoming events and job opportunities. We recreated the job request to better organize collateral for all committees. We had different hashtags, such as

2 #ad2yourculture for Diversity, #ad2yourknowledge for Education, and #watercoolerwednesday for our monthly network events (Exhibit A3). In addition to a new job request and event posts, job opportunities came in the form of s. The relationships we had with potential employers were used to give our members the first chance at applying for the available positions ranging from Graphic Design Intern to Sales Account Executive (Exhibit A4). Method #4: The creation of the Ad 2 Members Facebook group helped us to consolidate internal communications with all members (Exhibit A5). In this group, we would post upcoming events, team outings, job opportunities, and committee updates. This effectively kept our members informed and engaged with our club. Target Audience: Ad 2 Honolulu members Budget Recap: No club funds were required. Distribution System: Facebook, Instagram, Mailchimp Results Achieved: As a result of our new communications methods to our members, we ve seen the Instagram following increased by 23% and our Facebook likes increased by 4% since August 2016 (Exhibit A6). We also saw an increase in engagement with the postings of organic reaches, new contents, #Ad2YourDay posts, member of the month, event recaps, activities and other information within our industry. The communication request procedure ensured consistent messaging, improved inter-communication between the different committees and the communication committee, and helped the communication team stay organized. The Ad 2 Honolulu Members Facebook page group assisted in informing members about events and job opportunities, which kept attendance consistent and information up to date.

3 Event Promotions Goal: Effectively communicate and consistently advertise events to our community Method: Utilizing social media and e-blasts tools, while making sure all opportunities to increase reach are completed, such as tags and/or hashtags of speakers, organizations, or vendors in the photo and body copy. Event #1: Let Ad 2 Happen Spring 2016 Fundraiser Target Audience: Ad 2 Honolulu members and alumni, students, and the business community. Budget Recap: No club funds were required. Print collateral was donated. Distribution System: Facebook, Instagram, Mailchimp, and print collateral For our annual spring fundraiser, the Programs committee coordinated the #LetAd2Happen event to launch the Public Service campaign for their past recipient, Travel2Change. A mixture of traditional advertising methods and digital advertising methods were utilized to effectively promote this event. Programs, admission tickets, and flyers were developed for event promotional pieces. A facebook event was created, and reminder facebook and instagram posts were scheduled to promote attendance. To promote the fundraiser differently, we posted a promotional video on social media to get more reaches. Also e-blast event reminders leading up to the event were shared and sent to our database. Results Achieved: With our methods of traditional and digital advertising our annual spring fundraiser, attendance exceeded our expectations. For our Facebook event page, 4,694 were reached, 706 responded, and 75 tickets were purchased. Our Facebook posts and reminders, an average of 383 reaches were made. The one method we thought was impressive was our promotional video on social media. We learned that videos proved to be successful in terms of reaching out to our audience in a new way. There was a total of 1,083 reaches on Facebook

4 and 65 views on Instagram. We gained exposure through Frolic Hawaii, an Oahu-based company that covers entertainment, events, and nightlife. They posted photos and wrote a summary about what the event was for. (Exhibit B1). Event #2: Ad 2 Your Knowledge Education Events Target Audience: Ad 2 Honolulu members, non-members and students Budget Recap: No club funds were required. Distribution System: Facebook, Instagram, Mailchimp and print collateral. To reach the Ad 2 Your Education target audience, which are mostly millenials, we utilized traditional advertising methods, marketing and social media. A printed flyer was created to send to college professors and business club presidents at three major universities on Oahu, Hawaii Pacific University, Chaminade, and the University of Hawaii at Manoa. The flyer was then shared with their students to encourage attendance of new potential members. To create more traffic, the hashtag #ad2yourknowledge was used on print and in social media posts. Results Achieved: With similar advertising methods from our annual spring fundraiser, the Ad 2 Your Knowledge events were another success because since most students and members use social media on a daily basis, so we made sure to be persistent in posting reminders and photos after the event. One of the events about increasing your social media had over 1,200 reaches on Facebook and 35 likes on Instagram. (Exhibit B2). Event #3: Shots for Shots Mini Fundraiser A printed promotional flyer was created for distribution at the event venue prior to the event, where independent entrepreneurs go to work on a daily basis. The hashtags #boxjellycoworking and #shotsforshots were created and used on all event collateral. Our partnership with the venue (The BoxJelly) included social media cross-promotion. They shared our event on their social

5 media pages and increased our reach to a different target audience (Exhibit B3). We also developed a social media post series Do s and Do Not s to create excitement prior to the event. The Do s were a photo example of appropriate business attire, how to maintain your hair, and what kind of jewelry you can wear. The Do Not s were listed in the body copy to prevent having too much content in the photos. Results Achieved: Because we created a new social media post series, our total number of Facebook reaches were 2,067 and 60 likes on Instagram because of the difference in audience sizes (Exhibit B4). Communication to Non-Members Goal: Increase attendance of non-members through utilizing specific communication advertising channels and strategies. Method #1: Pre-event - Promote events to non-members by targeting individual who are interested in marketing, communications, advertising or related fields using strategic calendar post, hashtags and tags. (Exhibit C1). Method #2: Post-event - Using images from events, we created social media posts to communicate relevance, and club attraction non-members by highlighting speakers, topics and attendance. We included tags of the speakers, venues and attendees to expand our impressions and reach (Exhibit C2). Target Audience: Non-members Budget Recap: No club funds were required. Distribution System: Facebook, Instagram, Mailchimp Event #1: Ad 2 Your Knowledge Education Event: Servco Marketing Department Tour

6 We wanted to get students and recent graduates to attend our workshops so we promoted the event through social media, marketing, and invited AMA-UHM (the collegiate marketing club at the University of Hawaii). Through these efforts, attendance went beyond our expectations. We reached a total of 606 people on social media. Our communication efforts to AMA-UHM was realized when we saw the increase attendance of non-member students (Exhibit C3). Event #2: Ad 2 Your Knowledge Education Event: Increase your social media presence The Education committee organized a speaker session, inviting prominent social influencers to educate event attendees how to increase their social media presence. The event was promoted via Ad 2 Honolulu s social media and our board members and professional contacts. The speaker's social media tags were tagged in all social media promotional collateral to promote the event. For post-events, speakers were once again tagged in a recap post and images (Exhibit C5). Results Achieved: Partnering up with speakers, organizations, and vendors allowed us to network and reach a greater audience. All of our partnerships helped grow our communication and impressions beyond our own community. As a result, we saw an increase of attendance to our events (Exhibit C6). Self-Promotion Goal: Build and establish Ad 2 Honolulu brand awareness Target: Ad 2 Honolulu members and alumni, students, and the community. Distribution System: Facebook, Instagram, website, collateral, and Mailchimp Method #1: Created brand guidelines to establish a consistent brand identity. The guidelines includes logo usage specs, themed graphics and colors for each committee, font styles specs,

7 and rules of what not to do for the font sizes and what font colors you re supposed to use depending on the background color. For example, since most of our branding is on a solid color, we used our fonts and graphics in white to make it eye-catching. These branding guidelines were implemented throughout the year (Exhibit D1). Method #2: Establish layouts and typography to represent each committee s significance. We wanted to distinguish ourselves from the other Ad 2 clubs, as well as establishing an individual identity for each of our committees. Bright colors were chosen to reflect the tropical environment of Hawaii (Exhibit D2). Education Orange: stimulation and opportunity Diversity Green: growth and compassion towards others Public Service Purple: devotion and care Government Relations Red: Passion, leadership qualities and initiative Method #3: Redesigning the Ad2Honolulu.Org website to improve user-experience and easily make updates through an easy-to-use content management system. The old website was not userfriendly, especially since the main focus for all websites should have an easy navigation. Another problem was that the updates was not maintained because of the cluttered back-end system (Exhibit D3). Our solution was to create our new website in SquareSpace because it was easier to maintain without having any knowledge of coding. It contains hero photos of past events, previous Public Service committees, and more information about who we are (Exhibit D4). Method #4: Design, print and distribute business cards to board members to have on-hand when networking to promote the club and upcoming events. The business cards created a professional

8 first impression and were great take-aways for follow-ups for future communication and interest. (Exhibit D5). Results Achieved: We received positive feedback from members and peers; and even received recognition from AAF Asheville for one of our Water Cooler Wednesday s event (Exhibit D6). Conclusion: As gatekeepers of the club s brand, we managed to keep our brand consistent throughout all communication mediums, while effectively communicating with our members, partners, students, and community on a regular basis. With our established guideline, our brand awareness will continue to increase. We believed that we strengthened the Communications committee by combining strategy and design for Ad 2 Honolulu.

9 Exhibit A1 Facebook Post - #Ad2YourDay Quotes

10 Exhibit A1 Facebook Post - #Ad2YourDay Quotes

11 Exhibit A1 Facebook Post - Marketing/Advertising Articles

12 Exhibit A1 Facebook Post - Marketing/Advertising Articles

13 Exhibit A2 Facebook Post - Ad 2 Member of the Months

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16 Exhibit A3 Revised Job Request Form

17 Exhibit A3 #Ad2YourCulture Hashtag

18 Exhibit A3 #Ad2YourKnowledge Hashtag

19 Exhibit A3 #WaterCoolerWednesday Hashtag

20 Exhibit A4 Job Opportunities E- Blasts

21 Exhibit A4 Job Opportunities E- Blasts

22 Exhibit A5 Ad 2 Honolulu Members Closed Facebook Page

23 Exhibit A6 Facebook and Instagram Analytic Results Facebook Instagram

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25 Exhibit B1 #LetAd2Happen Spring 2016 Fundraiser Collateral

26 Exhibit B1 #LetAd2Happen Spring 2016 Fundraiser Facebook Posts and Reminders

27 Exhibit B1 #LetAd2Happen Spring 2016 Fundraiser Facebook Event Page

28 Exhibit B1 #LetAd2Happen Spring 2016 Fundraiser Video

29 Exhibit B1 #LetAd2Happen Spring 2016 Fundraiser Instagram Post

30 Exhibit B1 #LetAd2Happen Spring 2016 Fundraiser E- Blast

31 Exhibit B1 #LetAd2Happen Spring 2016 Fundraiser Public Release

32 Exhibit B2 Ad 2 Your Knowledge Education Event Collateral (Flyer, Instagram, Event Headers for Facebook and Mailchimp)

33 Exhibit B2 Ad 2 Your Knowledge Education Event Facebook Event Post

34 Exhibit B2 Ad 2 Your Knowledge Education Event Instagram Posts

35 Exhibit B3 Shots for Shots Mini Fundraiser Event Collateral (Flyer, Instagram, Event Headers for Facebook and Mailchimp)

36 Exhibit B3 Shots for Shots Mini Fundraiser Facebook Post

37 Exhibit B3 Shots for Shots Mini Fundraiser Instagram Post

38 Exhibit B3 Venue s Instagram Share Post

39 Exhibit B4 Shots for Shots Mini Fundraiser Facebook Reminder Posts

40 Exhibit B4 Shots for Shots Mini Fundraiser Instagram Reminder Posts

41 Exhibit C1 Scheduled Facebook Event

42 Exhibit C2 Event Follow Up Photos on Facebook

43 Exhibit C2 Event Follow Up Photo on Instagram

44 Exhibit C3 Ad 2 Your Knowledge Education Event Servco Agency Tour Facebook Album

45 Exhibit C3 Ad 2 Your Knowledge Education Event Servco Agency Tour Facebook Post

46 Exhibit C3 Ad 2 Your Knowledge Education Event Servco Agency Tour Instagram Post

47 Exhibit C4 Ad 2 Your Culture Diversity Event Kokua Kalihi Valley Ho oulu Loi Farm Facebook Post

48 Exhibit C4 Ad 2 Your Culture Diversity Event Kokua Kalihi Valley Ho oulu Loi Farm Instagram Post

49 Exhibit C5 Ad 2 Your Knowledge Education Event How to Increase Your Social Media Presence Facebook Album/Post

50 Exhibit C5 Ad 2 Your Knowledge Education Event How to Increase Your Social Media Presence Instagram Post

51 Exhibit C5 Ad 2 Your Knowledge Education Event How to Increase Your Social Media Presence Video

52 Exhibit C6 Sign- in Sheets from Ad 2 Your Knowledge Education Event How to Increase Your Social Media Presence

53 Exhibit C6 Sign- in Sheets from Ad 2 Your Knowledge Education Event How to Increase Your Social Media Presence

54 Exhibit D1 Brand Guidelines

55 Exhibit D1 Brand Guidelines

56 Exhibit D1 Brand Guidelines

57 Exhibit D2 Committee Colors Education Committee Diversity Committee

58 Exhibit D2 Committee Colors Public Service Committee Government Relations Committee

59 Exhibit D3 Old Ad 2 Honolulu Website

60 Exhibit D3 Old Ad 2 Honolulu Website

61 Exhibit D4 Ad 2 Honolulu Website Re- Design Home Page Hero Images

62 Exhibit D4 Ad 2 Honolulu Website Re- Design Membership Page Hero Image Committees Page Hero Image

63 Exhibit D4 Ad 2 Honolulu Website Re- Design Public Service Page Hero Image Events Page Hero Image

64 Exhibit D4 Ad 2 Honolulu Website Re- Design About Page Hero Image Connect Page Hero Image

65 Exhibit D5 Ad 2 Honolulu Business Cards

66 Exhibit D6 Brand Awareness Result