Marketing
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A series of short phrases or paragraphs
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Underpin all marketing and communications activity
•Allow you to communicate consistently, whatever the
context
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Link what you do with how it relates to your audience
•Should be persuasive, credible and believable
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What do you want people to think and feel about you?
1. We are for all girls
2. We give girls their own space 3. We give girls a voice
1. Recovery is contagious 2. Recovery is a reality
3. People can and do recover from drug problems and addiction
4. Recovery is a journey towards a stable and fulfilling life
5. Recovery is a belief that things can get better and that you are right to be hopeful for the future
1. Diabetes is the biggest health challenge facing the UK today.
2. This serious condition is on the rise and more than one in 20 people in the UK have diabetes (diagnosed or undiagnosed).
3. There are currently 3.7 million people in the UK living with diabetes. 2.9 million cases are diagnosed and an estimated 850,000 cases are undiagnosed.
4. If current trends continue these numbers will rise to around 4 million or 8 per cent of the population by 2015.
5. As many as 7 million people are at high risk of developing Type 2 diabetes.
6. In 2010/11 dealing with diabetes cost the NHS a
staggering £10 billion which is 10 per cent of the NHS budget.
7. Diabetes UK is the leading UK charity that cares for, connects with and campaigns on behalf of all people affected by and at risk of diabetes.
1. One in three people over 65 develop dementia. 2. Alzheimer's Society champions the rights of people
living with dementia and the millions of people who care for them.
3. Alzheimer's Society needs to raise money to help
people live well with dementia today and for research to find a cure for tomorrow.
4. Dementia is caused by diseases of the brain and can affect anyone.
5. Dementia is caused by disease of the brain; symptoms include loss of memory, confusion and problems with speech and understanding. It is progressive and
eventually terminal.
6. Dementia can happen to anyone and there is currently no cure. But with the right support, people can live well with dementia.
1. We're at the heart of the community. We always put local people first.
2. We build bridges, bringing people and organisations together.
3. We're friendly and approachable. We greet people with a smile and go the extra mile.
4. We're forward-thinking and flexible. We test new ideas and aren't afraid to change the way we do things.
5. We value our independence. It means we always make decisions in the interests of our members.
6. We're experts. Our unique position gives us an
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Talks and presentations
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Text for websites and promotional materials
•Images for websites and promotional materials
•Broadcast interviews
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Boilerplate text
The elevator pitch
News values
What makes something newsworthy?
What does a journalist look for in a story?
Discuss in groups and report back
new happening now useful information unique entertaining/amusing timely/topical surprising
extremes/superlatives – first, biggest, best unusual/strange simplicity human interest prominence – well-known people/organisations good photos
impact – how many people does it affect?
cute – children and pets
everyday problems – money, school, food, housing
confirms or confounds expectations
Story ideas
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an official statement emailed to a newspaper or other
media outlet
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communicates key information to journalists in a
standardised format
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contains information a journalist needs to write most – or
all – of their story
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written in the third person and in a journalistic style
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heading/headline
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body text: description of news and key facts
•quotes
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contact details
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boilerplate text (standard ‘about us' description of your
charity)
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links to photos
Most newsworthy information:
who, what, why, where, when and how
Other less important details
that add colour to the story
General and
background
information
Who to send it to
Step 1. Identify relevant media outlets, including:
•local press
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trade publications
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lifestyle and interest magazines
•blogs and news websites
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local radio
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regional television.
Only send to national press if
Step 2. Create a spreadsheet of individual names and email
addresses, including:
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newsdesks (often news@...)
•news editors
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reporters who have written similar stories in the past
•individual “beat reporters” and correspondents.
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contact sections of websites
•Google News
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mediauk.com
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journalisted.com
•phone and ask
Contact Name Outlet Name Email Job Title
Ms Alison Hodgkins-Brown
BBC Essex [email protected] News Editor Mr Ian Puckey BBC Essex [email protected] News Reporter
Ms Alison Holt BBC News Channel [email protected] Health & Social Affairs Correspondent
Mr Jeremy Ball BBC TV East Midlands [email protected] Social Affairs Correspondent Ms Jackie Long Channel 4 News [email protected] Social Affairs Editor
Mr Matt Knight Evening Echo (Basildon)
[email protected] News Editor Mr Dominic Bowers Evening Echo
(Basildon)
[email protected] News Editor Mr Gary Pearson Evening Echo
(Basildon)
[email protected] News Editor (Southend)
Mr David Quinn Irish Independent [email protected] Social Affairs Correspondent Ms Penny Marshall ITN [email protected] Social Affairs Editor
Ms Christine Alsford ITV Meridian [email protected] Social Affairs Correspondent Mr Nick Hull Southend Radio 105.1 [email protected] News & Programmes Editor
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through an email provider such as Your Mailing List
Provider (YMLP.com)
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mail merge on Outlook or other application
•standard email with addresses BCCd
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NEVER send as an attachment!
LUNCH
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Opened
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Read
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Acted on
Email marketing is not only
about communicating
information, it’s also about
1.
Creating/selecting your list – who will you send it to?
2.Designing your campaign
3.
Sending your campaign
4.
Evaluating your campaign – how did it do?
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50 characters or less
•Questions
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Locations
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Offers and exclusives
•Urgency
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Secrets, tips, shortcuts
•Personalisation
The most effective emails
contain a
short excerpt or
teaser and a link to find out
more
Content ideas
Tips and advice
Testimonials
Facts and figures
Competitions/giveaways
Links to blogs and websites
Questionnaires, surveys
Meet the team
Success stories
Polls
Volunteering opportunities
Event invitations/listings
News and announcements
Links to social media accounts
Sharing photos
Event reports
Funding opportunities
Contact information
Day in the life
Christmas greetings
Glossary
Always include a call to action
Find out more
Read more
Learn more
Book now
Book your place
Register now
Find out about us
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No one answer - depends on the organisation
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Sending too few emails can be as bad as sending too many
•Ask yourself: do I have something to say? Is it useful to my
subscribers?
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As a rule of thumb: once a month probably isn’t enough,
more than once a week is probably too much
Growing your list
Signup form on your website
Signup link in email signatures
Promote on social media
Signup sheet at events
Business card bowl
Signup URL on leaflets and
flyers, banners, press releases
etc
Mention in talks and
presentations
Ask at meetings
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Your key messages
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Objectives – what do you want to achieve through your
marketing?
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Your target audiences
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Your marketing channels, tools and tactics
•Actions, deadlines and budget
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Monitoring and evaluation – how will you know if it’s
working?
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Recruiting 20 new volunteers
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Increasing funding applications by 25%
•Recruit 5 young people to a youth forum
•Increase enquiries to credit union by 50%
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Sign up 3 new businesses to a business forum
What is the likely
impact
on your target audiences?
What is the
cost
?
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Surveys
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Event evaluation forms
•Focus groups
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Incoming call script
•Media monitoring
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