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North Texas Food Bank - IMAGINE...North Texas Without Hunger
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Caviar CommunicationsOn a Sardine-Sized Budget
Get the RIGHT MessageTo the RIGHT AudienceIn the RIGHT WayAt the RIGHT Time
North Texas Food Bank - IMAGINE...North Texas Without Hunger
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Caviar Communications(On a Sardine-Sized Budget)
Looking for effective ways to be the “megaphone” and “spotlight” for your agency
without spending a lot of dough?
Well, join us as we learn about tested methods and tools that will help market, promote and
build public awareness.
North Texas Food Bank - IMAGINE...North Texas Without Hunger
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My mantras. Shall we chant together…?
“The pyramids were not built in a year. Move forward, keep breathing, and set a winning pace.”
You don’t work for NASA and you don’t have a patient on the operating table.
A Buick is great for now. Try for a Lexus in two years.
North Texas Food Bank - IMAGINE...North Texas Without Hunger
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Step #1: Develop clear message(s).
Why? Average American receives 3,000 marketing messages a dayInformation overload and lots of clutterTakes 3 x to “get message” (see it, say it, do it)Clarity drives everything else
North Texas Food Bank - IMAGINE...North Texas Without Hunger
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No smoke signals allowed.Gotta be real clear with your messages.
Leadership sets the tone, message– “How can I say yes?” (5-star customer service)– Once they’re in the door …– It’s all about building a relationship– Explain the mission in tangible ways– It’s ok to make mistakes; be innovative– Authenticity and honesty are non-negotiable
• Photos, testimonials
North Texas Food Bank - IMAGINE...North Texas Without Hunger
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Rule #2: Build your brand.
How can my agency stand out in the crowd? – It’s like a cattle drive, Ma. I know my cows from the herd because they are
unique.
– What makes your agency unique?• History? Founders? Programs? Years? Impact?
Location? • Create an annual slogan that says something• Create quarterly key messages
North Texas Food Bank - IMAGINE...North Texas Without Hunger
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Branding…
Logo (yours, A2H)ColorsLook & feel (fonts, paper, etc)Whether it is the website or a printed piece…it all comes from the “same family”
North Texas Food Bank - IMAGINE...North Texas Without Hunger
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Rule #3: Define Your Audience(s)
Horizontal marketplace (wide audiences)– Define your service area
• Is it the general public?• People in a particular zip code?• People with a certain zip code?• Ethnic? Age? Gender?• Make a one-pager that lists:
– Your mission– Your programs– Who you serve (describe your clients)– Benefits to clients– THIS DOCUMENT BECOMES YOUR #1 RESOURCE!
North Texas Food Bank - IMAGINE...North Texas Without Hunger
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Define your audiences, cont.
Vertical Marketplace (segmented groups)– Employees– Board of Directors– $ Donors (indiv, corps, fnds, other)– Food Drive donors (indiv, corps, fnds, other, food
drives)– Volunteers– Other supporters (people who care)(continued)
North Texas Food Bank - IMAGINE...North Texas Without Hunger
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… define your audience(s)
(continued) – Vertical Marketplace– Prospective donors (indiv, fndn, corps, etc)– Media (print, TV, radio, Web, faith, ethnic, trade)– Faith groups– Elected officials (local, county, state, fed)– Governmental agencies (USDA, etc)
North Texas Food Bank - IMAGINE...North Texas Without Hunger
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Yikes! Thatzz a lot of folks in my marketplace! I’m on overload!
True – but that is the pool of water in which you will you will throw your line. YOUR MINDSET: you are providing the opportunity for these people (market segments) to be engaged in a cause that is VERY meaningful and rewarding. You are presenting them with a BENEFIT, WIN-WIN proposition.People are looking for MEANING in their LIVES!
North Texas Food Bank - IMAGINE...North Texas Without Hunger
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Now what do I do?
Create a database and code each segment so you can pull unique groupings out.
WHY? – Because you should communicate with each segment in the way THEY want to receive information.OTHERWISE…they’ll tune you out.
North Texas Food Bank - IMAGINE...North Texas Without Hunger
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Step #4: Your target markets
EXAMPLE: – Board Members: (they don’t want a lot of info; just
enough to keep them informed of the right stuff)• Quarterly newsletter• Special event invitations• Opportunity to sign up to e-zine
North Texas Food Bank - IMAGINE...North Texas Without Hunger
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Your target markets…cont.
EXAMPLE:– Donors
• Direct mail letters• Newsletter• Event invitations• Opportunity to sign up for e-zine• Personalized notes (based on giving level)
North Texas Food Bank - IMAGINE...North Texas Without Hunger
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Target markets…
EXAMPLE:– Media:
• Ask your key media how they want to receive info• Email or Fax press releases/advisories• Newsletter with a cover letter• Handwritten thank you note after coverage (or email)
North Texas Food Bank - IMAGINE...North Texas Without Hunger
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Step #5: Create your Communications PlanUsing Your Toolbox
Create a Communications Plan built off your agencies’ annual strategic plan
– NTFB: To be THE MAIN source for food banking issues in North Texas
Make your plan achievable and measurable, with a little stretch. (remember - NASA?)
North Texas Food Bank - IMAGINE...North Texas Without Hunger
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Build your Communications Plan…using tools
Communications Tools:– Website (make it a magnet)
• #1 way people get info today• Our website mission: Inform, educate, engage• Feeling of hope, uplifting, results• Accurate, timely, intuitive (never have an incomplete page up)
• Educate on nutrition, programs, hunger info• Ways to help ($, food, volunteer, advocacy, etc)• Staff – photos, bios, email link• Show value of agency (awards, ratings, press coverage)
North Texas Food Bank - IMAGINE...North Texas Without Hunger
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Tools
Printed materials (collateral)– Expensive…so make it count– Brochures– Fliers– Postcards– Greeting cards
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Tools
Newsletter– It’s all about thanking the donor and showing them
how their efforts ($, food, volunteering etc)…
MADE A DIFFERENCE!
- Newsletter pays for itself
North Texas Food Bank - IMAGINE...North Texas Without Hunger
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Tools
Communications materials– Post on your website– E-mail blasts to promote events– Monthly e-zine (“email newsletter”)– Your email signature (consistent for all staff)– Add your logo or seasonal image within e-mail
North Texas Food Bank - IMAGINE...North Texas Without Hunger
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Tools
Style Guide– Keeps your images consistent– Hard copy & Digital– Post on website – Email to vendors (printers, artists, direct mail
company)
North Texas Food Bank - IMAGINE...North Texas Without Hunger
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Tools
Speakers Bureau– Low cost, fabulous way to get your message out– Train staff (diversity helps)– Post on website– Provide tools for speaker (video, fliers, etc) – “Speakers Bureau Box”– Report back on audience size etc
North Texas Food Bank - IMAGINE...North Texas Without Hunger
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Tools
Warehouse Tours– Post “presentation checks” on walls– Post other signage, messages– Introduce visitors to warehouse staffers enroute
• They share what they do with visitors (dual benefit)
North Texas Food Bank - IMAGINE...North Texas Without Hunger
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Tools
Giveaways– Annual message on t-shirt– Mugs, note pads, pens– Pallet pads– Keep it simple, branded, inexpensive yet quality– MIB (Mobile Information Box) for drivers (they are your
ambassadors, too!)
North Texas Food Bank - IMAGINE...North Texas Without Hunger
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Tools
Volunteer Program– Very, very, very, very….important!– 25% of our new donors came from vol. program– Make it a memorable experience from the front door
to their departure; exceed their expectations!– Treat them like houseguests arriving at your home– Train employees or front office receptionist
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Tools…your Volunteer Program
Front door– White board “welcome” messages– Nametags (“I helped end hunger today.”)– Sign in (capture contact info for TY notes, etc)– Mini-tour enroute to work station– Trained warehouse staff (cheerful, informative)– Tell them how their efforts helped (lbs boxed)
North Texas Food Bank - IMAGINE...North Texas Without Hunger
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More tools…
Fact Sheets (annually)Key Messages (seasonal, quarterly)Boilerplate (annually)Biographies (annually)
- One person responsible- Post on website
North Texas Food Bank - IMAGINE...North Texas Without Hunger
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Got my tools…now, how do I use them?
Look at your target audiencesDetermine best way to keep each target group engagedDon’t overload with too many communiqués“Less is better.”
North Texas Food Bank - IMAGINE...North Texas Without Hunger
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Step #6: Measure your work.
Track # of volunteers, speeches, tours, donations by type-of-donorTrack media hits (#s of media stories)Track # of new $ donors, formerly volunteersSurvey groups (volunteers, food drive coordinators, etc)TOOL: Survey Monkey (www.surveymonkey.com)
North Texas Food Bank - IMAGINE...North Texas Without Hunger
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Step #7: Motivate your team.
You are the coach (staff, volunteers)You are one of the chief storytellers. Tell it with true passion, and remember, you are bringing a benefit to your listener (a way for them to engage in meaningful work)
Let your enthusiasm be contagious.
Acknowledge successes of your team - appropriately
North Texas Food Bank - IMAGINE...North Texas Without Hunger
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Motivating your team…
Skills needed to accomplish all of this?– People with a passion for the cause– Strong writers– Energy (no flat EKG screen lines wanted)– Can they roll up their sleeves?
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Non-negotiables…
Three non-negotiables:– Honesty– Honesty– Honesty
– Awwwwrightie…so what else?• Authenticity in visuals, words. (nuttin’ canned except for food drives! )
• Make it tangible
North Texas Food Bank - IMAGINE...North Texas Without Hunger
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Encouragement
“Good communications” is not just about having a brochure, business card and an open front door.
“Good communications” infuses everything in an organization. (Think of a tea bag dropped inside a clear glass of water. See the clear water turn into golden amber? Good communications flows into everything in your food bank world)
North Texas Food Bank - IMAGINE...North Texas Without Hunger
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Encouragement
You have a passionate opportunity to present to another person…something that will add meaning and fulfillment to them.Share the message appropriately and you will receive the anticipated response…Deepen the relationshipExceed the expectation of the person and you will...Make them Caviar Ambassadors for your Agency!
North Texas Food Bank - IMAGINE...North Texas Without Hunger
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How may I help you?
Colleen T. BrinkmannNorth Texas Food Bank
[email protected], x122www.ntxfoodbank.org
Call anytime! We’re all in this together!