NAMI Marketing 101. Presented by Megan Fazekas-King NAMI NC Communications Specialist

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1 NAMI Marketing 101 Presented by Megan Fazekas-King NAMI NC Communications Specialist

2 Objectives What is social marketing? What channels can we use to promote NAMI? What makes a good website? What do you need to know about media relations? How can you leverage social media? How do you track your progress?

3 What is social marketing? The application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence voluntary behavior of target audiences in order to improve their personal welfare and that of society. Alan Andreasen, Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment, p. 7

4 Key principles Uses commercial marketing strategies. Involves influencing voluntary (not forced or coerced) behavior change (not just increased awareness or increased knowledge). Promotes an end goal of improved personal welfare and improved welfare of society.

5 Examples of social marketing at NAMI New public service announcement from NAMI NC Older NAMI PSAs like NAMI Monuments Brochures, flyers or posters with an educational message (not just promoting events or programs)

6 Who is our audience? Family members Consumers Youth (ages 13-24) African Americans Latinos Providers (health care and behavioral health) Rural vs. urban Great resource: cdc.gov/healthcommunication/audience/index. html

7 Ways to communicate our message Brochures Newsletters Websites marketing PSAs Video Events Presentations Traditional media Social media Classes and support groups!

8 Brochures Make sure your brochures are placed in areas where the audience will see them: Beauty/barber shops Grocery stores and pharmacies Gyms and dance/yoga studios Health departments Clinics Coffee shops Libraries Plus all of the usual suspects!

9 Newsletters Newsletters, either in print or , are a great way to reach out to your current audience, but they don t tend to reach new people. However, reaching out to other organizations that have their own newsletters is a great way to get NAMI information out to new audiences. Free services like Mail Chimp provide the basics to get you started with newsletters and other electronic communications.

10 Websites A website that is easy to read and easy to find are the two most important things Navigation should be simple: no more than 3 clicks to get to information The website should load quickly; avoid Flash, optimize images for the web (resize them) URL should be easy to type and remember Basic elements include: Who we are, What we do, Programs, Events, Resources, Join, Contact us, Blog/news (if needed)

11 Websites Options include: Extended Profiles on NAMI.org Available in 2015 NAMI EasySite via Big Tomato Tech Available now! Affiliate page on NAMI NC website (naminc.org) DIY Websites

12 Websites Don t forget to post your information on other websites: NAMI info should be anywhere your potential audience is Yelp, Yahoo Local, Bing Places, Google Plus, Zevents, Eventful, etc. Other area nonprofits with resources listing Local websites with community calendars and resource guides Getting listed on such sites can take a lot of time and digging, so make sure you are prepared! Document everything so that you can find/access it later

13 marketing Two ways to look at marketing marketing platforms, like Mail Chimp, have easy to use templates, robust analytics and keep your marketing fresh and legal Plain old regular s Not ideal for mass mailings Consider setting up an just for your affiliate and allow sharing, i.e. Use signatures to embed logo, Affiliate contact information, social media links and other important info (but don t make it too long)

14 Public Service Announcements (PSAs) PSAs are commercials that raise awareness about a social issue Can be TV, radio and print. Many media outlets receive requests for PSAs, form relationships with sales reps or community relations You re welcome to use the new NAMI NC PSA (TV and radio) Ask for media sponsorships they usually include free PSAs or you can negotiate

15 Media relations Media relations involves traditional media newspapers, magazines, radio, television Traditional media is usually fact-based, or if it is opinion based, it is usually well thought Ways to get messages into media: Media releases (press releases) NEWS In-depth stories or special interest (pitched) NEWS Letters to the editors - OPINION Op-eds - OPINION PSAs or advertising - OPINION

16 Working with media Be prompt always return calls for stories Meet deadlines always ask when it is Be an expert or find one Tell your personal story Include NAMI resources (and make sure they get our name right!) Feel free to call NAMI NC to talk to media if you don t feel comfortable

17 Media relations Keep a media list with contact information info changes frequently! Use NAMI template for media releases include a quote and boilerplate Best days to send are Tues and Wed between 8:30 a.m. and 1:00 p.m. You can pitch interesting/relevant stories to specific media that may require a press release

18 Social media Social media social marketing, but you can market yourself on social media Often referred to as new media, although websites are also new media, but not social media Free and paid options Builds relationships Should not be the focus of all of your marketing efforts

19 Social media Facebook Twitter YouTube Pinterest Google Plus Linked In Instagram Many more!! As of September 2013: 71% of online adults use Facebook 17% use Instagram 21% use Pinterest 22% use LinkedIn

20 Facebook Make sure you are using a Facebook page (formerly fan page) and not a profile Best times to post are between 1-4 pm on weekdays (weekends before 8 am and after 8 pm) although this varies depending on audience Posting frequently is important, but don t post too much. Content may play a larger role than post frequency Photos generate more engagement Keep your posts relevant and conversational. Drive traffic to NAMI sites whenever possible Youth not using Facebook as much as they used to median age through seniors on it

21 Facebook tips Like other pages through your fan page. Switch your account to use Facebook as your page. You ll get a feed of all of the other pages. Interact with other pages by liking, sharing and commenting, just like you would on your own personal page.

22 Twitter Short tweets designed for quick conversations and updates. Not essential, but nice to have. Biggest population: Popular among organizations and news outlets, but hard to engage with individuals Now there is paid advertising on Twitter

23 YouTube Create an account (link it to that Gmail account I talked about earlier!) for your Affiliate Link with your other accounts, like Google+ to automatically share likes and videos Upload videos and edit them through YT Create playlists of your content and others Beautify your channel just like your FB and Twitter profiles

24 Others Pinterest Great for women and sharing inspirational messages. Unclear about copyright usage for organizations Google Plus Pages Not that easy to use but good for search engine optimization LinkedIn Great for professional networking. You can create a group for your Affiliate. Instagram Good for connecting with Youth, but you have to keep up with it and keep it relevant

25 Remember Don t spread yourself too thin when it comes to social media! Pick the top 1-3 that you can do well and often Use a social media management tool to update to all sites at once. Hootsuite has a great free account option. Don t rely on just one person to do everything share the love! If you re comfortable with your smartphone, get the apps and post on the go!

26 Tracking progress: Analytics If you have your own website, install Google Analytics Use the insights on Facebook and other social media Track media coverage Set up a Google Alert to get sent s every time your Affiliate name is mentioned

27 Wrapping up! Social marketing is our frame work Audience segmentation is important for targeting messages and media There are lots of options to get the word out, but they all take work! Use what is already out there to help you along the way Apply Standards of Excellence and follow the NAMI Identity Guide

28 Learn more CDC s Social Marketing Tool Kit: cdc.gov/healthcommunication NAMI Identity Guide: nami.org/identity NAMI PR & Marketing Tool Kit: naminc.org/prtoolkit

29 Contact me Megan Fazekas-King Communications Specialist Don t forget I only work 3 days a week!

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