ENACTUS CANADA MARKETING HANDBOOK 2017-2018
WE'RE HERE FOR YOU! Welcome to the Enactus Canada community! If you're managing marketing and communications on behalf of your team, we're here to support you! The Marketing and social landscape is constantly evolving and staying on top of new trends and industry changes can be tough. We've created this handbook to help you but also encourage you to keep the communication channels open. We believe we can make Enactus a household name in Canada if we all pitch in. Get started by joining our Enactus Canada Marketing Facebook group. We'll use this group to update you on new marketing initiatives and opportunities, address team questions and more. If you're doing something cool, got a new media hit, share or tag us in your social posts and we'll help amplify your content. If you have a question you'd rather not discuss publicly or would like to chat through a new idea, you can also email us directly at marketing@enactus.ca. We love hearing from you! Good luck and all the best in the 2017-2018 year, The Enactus Canada Marketing Team
BRAND BASICS
ENACTUS MESSAGING Enactus Canada is shaping generations of entrepreneurial leaders who are passionate about advancing the economic, social and environmental health of Canada. We rally the energy, ideas and passion of Canada's best and brightest students who see business as a way to address social issues. Guided by academic advisors and business experts, more than 3,300 post-secondary students drove 275 community empowerment projects that led to the launch of 580 business, directly impacting more than 26,000 lives this past year alone. An annual series of regional, national and international competitions provides a forum for student teams to showcase the impact of their efforts and to be evaluated by executives serving as judges. This experiential learning platform helps students unleash their entrepreneurial spirit and develop the talent and perspective essential to leadership in our ever changing world. As a global network of 36 countries, Enactus is a community of student, academic and business leaders that is enabling progress through entrepreneurial action to transform lives and shape a better, more sustainable world. For more information, visit enactus.ca. Enactus Canada @Enactus_Canada C!) @enactuscanada Enactus Canada QUICK FACTS :.f:. 3,347 Participating Students Academic Institutions q 275 Team Projects 0 420,361 Volunteer Hours 586 Businesses Started 1,934 People Found Employment 0 26,565 People Impacted
USING THE ENACTUS LOGO The Enactus logo should only be reproduced using original artwork, which can be accessed in the attached Logo zip folder with the handbook. Please reference the following guidelines when reproducing the logo. ENACTUS LOGO IN CONJUNCTION WITH UNIVERSITY LOGO Leverage the power of these two organizations together by using both logos either separated or in close proximity to one another. Be certain to follow your University branding guidelines as well. Enactus University Lockup logos are provided by your program manager. Connect wih your program manager to request your logo. PRIMARY LOGO GRAYSCALE LOGO
SPECIAL USE LOGO This logo should only be used in special situations, such as on merchandise and special printed materials, when a single color print is the only option. PLACEMENT & SIZING Negative Space Always maintain negative space around the Enactus logo. Measure negative space by the size of the n from the Enactus logo. Never allow typography or other graphic elements to invade the logo. Minimum Size To preserve the integrity and impact of the Enactus logo, please do not reproduce smaller than 3/4 (1.905 cm).
PHOTOGRAPHY
PHOTOGRAPHY It may sound cliche but a picture is worth a thousand words. Taking good project photos will help showcase all of the great work you're doing to empower communities in Canada and around the globe. Project photos are great for sharing on social media, to share with partners when telling your stories, and to use when pitching to the media. We've included some tips and great examples of project photos below to help inspire you. TIPS AND BEST PRACTICES High-quality DSLR photos are ideal! If you don't have a DSLR, take photos with a camera that can produce sharp, clear and vibrant images. Take your photos in well-lit environments and incorporate the colours and textures of your setting into your photo. Candid photos of your team in action will help exemplify the amazing work you do. Capture photos of your team working with community members, with equipment or leading a team! Wear your Enactus gear proudly! Photos of you sporting Enactus branded clothing helps represent you, your team's project and story. Composition is important. Make sure the subjects of your photos are captured within frame with limited cropping. If you focus on smaller items like fresh produce, filters or cards, make sure they're in focus!
SOCIAL MEDIA 101
SOCIAL MEDIA Leveraging multiple social media channels can help you promote your Enactus team and projects. The greatest value in social media is the ability to foster and engage with your community. FACEBOOK Share rich content ranging from photos to videos to create events, groups and pages. Less frequent posts, but more details involved in posts. Engage with your audience on a personal level. TWITTER Share small limited text posts, with images, videos, polls or other attachments included. More frequent posts, but less detail involved in posts. Engage with your audience in a quick and efficient manner. Use hashtags to track trends and create content. INSTAGRAM Share photos through mobile platform only. Provide descriptions along with tagging others. Frequent posts are applicable, with not much detail provided other than the photo and a small caption. Engage with your audience in a quick and efficient manner. Use hashtags to track trends and create content. LINKEDIN Use this platform to engage and communicate with your audience in a professional manner. Less frequent posts, but with more details included in posts.
CREATIVE TOOLS HOOTSUITE A free social media management tool that allows you to manage and schedule content across all of your social media platforms. ADOBE SUITE The Adobe Suite is a package of commonly used graphics and photo editing softwares. The suite is a standard for extensive graphic design, branding, or photo/video processing. CANVA Canva is a popular online tool meant for very basic image and photo processing. Use it for quick content creation. PIKTOCHART Piktochart is a popular, free, online platform that allows you to create and customize visual infographics. It is user friendly and is a great tool for showcasing the impact of your projects. FREE STOCK IMAGES Popular free photo outlets include: istockphoto or Pixabay.
PUBLIC RELATIONS 101
PUBLIC RELATIONS If you have a PR opportunity let Enactus Canada know by emailing us at marketing@enactus.ca or connecting with us via social media. We will support you in any way we can and will help promote your coverage. #WEALLWIN WHAT IS PR? Public relations is a strategy used by organisations, companies and individuals to communicate with the public and media. Use PR to communicate with your target audiences directly or indirectly through the media with an aim to create and maintain a positive image of your team / projects and create strong relationships with your target audiences. WHAT IS THE VALUE OF PR? Public Relations increases positive awareness and credibility for your team, your projects and Enactus Canada. WHAT MAKES A STORY NEWSWORTHY? Timing: Topic should be current / new. Significance: How many people are affected by your story? The more impacted, the more newsworthy. Proximity: People care about news that is close to home. Prominence: Famous people get more coverage. Human Interest: Appeal to emotion; stories that evoke happiness, amusement or sadness are always more powerful. WHAT IS A MEDIA LIST A media list is a list of targeted media representatives (and their contact information) you plan to pitch to, send a press release to or invite to an event. For optimal success, target journalists, reporters, editors or social influencers that you think will have a valid interest in your story ie: If you re launching a financial literacy training program, seek out financial or educational writers. See Sample Media List template in appendix. WHAT IS A PRESS RELEASE A Press Release is a ready-to-publish, timely, short and compelling news story that is used to announce something or communicate a story to the media. See Sample Press Release template in appendix
PUBLIC RELATIONS WHAT IS A MEDIA INVITE / MEDIA ADVISORY? A media invite is a short write up that addresses the 5Ws and is used to invite the media, bloggers or social influencers to your event. Media invites should be sent 3-4 weeks in advance, with follow-ups taking place closer to the event date. See Sample Media Invite/Advisory in appendix. WHAT IS A MEDIA PITCH? A media pitch is a brief letter / email you send to a reporter to get them interested to do a story on you / your team / your project. A media pitch should be no longer than 3-5 paragraphs long and should include: A short headline that arouses curiosity. Your story pitch and why your media contact / their audience should care. A powerful testimonial or explanation about how your story / project / product benefits / impacts others. A final call to action and your contact information. WHAT IS A MEDIA HIT? A media hit is any external, organic media mention (online / print / radio / video) of your name, team, project, business, etc. TRACKING MEDIA HITS Promote your media hits via social media and / or your website. Track the details of your media hits. Include the publication date, article name, media outlet name, medium (online, print, blog, radio), city, province, and link to coverage if available. Always save a screengrab of your media coverage for your records in case the link expires.
APPENDIX SAMPLE MEDIA LIST SAMPLE PRESS RELEASE
SAMPLE MEDIA INVITE / ADVISORY