Marketing Services Manual

Transcription

1 Marketing Services Manual

2 Table of Contents 2 3 Departmental Structure 4 Online Tools 5 Office Basics 6 Printed Publications 7 Electronic Publications 8 Printed Collateral/Graphic Design 9 Media Relations 10 A/V Requests 12 Web Updates 13 Social media 14 Publications Calendar

3 Departmental Structure 3 Marketing and Communications Department As our organization grows, so do the marketing needs of our staff in all areas of our business. The Marketing and Communications staff of Big Brothers Big Sisters has put together the following Services Manual to help describe our function and the services that are available to each of you. If you have any questions or issues, feel free to reach Dan Stuchal at ext Departmental Structure Marketing and Communications Charles Pierson CEO Dan Stuchal Vice President Marketing & Communications Paul Dewey Chief Development Officer - Houston Sparkle Anderson Marketing Manager (Houston) Sara Balough Director of Media Relations Kristin Crouch Graphic Designer Chad Gibson Director of E-Communications Gina Yates Director of Events Kat Diggs Event Manager Tiffany Olson Event Manager Rosalind Moore Events Director - Houston

4 Online Tools 4 Effective immediately, new marketing tools will be available to all staff on our website. You can access these tools by logging on to: This section of the website includes the following: Downloads Marketing Services Manual Branding Guide E-Letterhead Logos PowerPoint Templates Flyer Templates Approved Match Photos Media Release Forms Media Release Form (Littles) Media Release Form (Bigs) Media Release-Spanish Order and Request Forms Business Card Order Form Marketing Project Request Form Web Update Request Form Media Request Form Audio/Visual Requests This section of the website will be updated on an ongoing basis, so check back regularly for new information and tools.

5 Office Basics 5 Letterhead and Envelopes Letterhead, second sheets and envelopes are printed on a regular basis and are delivered to all regional offices. Please discontinue use of any non-start Something branded letterhead or envelopes effective immediately. If your region is running low on envelopes or letterhead, contact Kristin Crouch at x439. Letterhead and envelopes will be printed with separate city addresses for each office location. Business Cards Business cards will be produced on an ongoing basis throughout the year. A business card request form can be accessed through the web at Fill out this form exactly as you want it to appear on your cards to insure accuracy. To help keep the cost of this service as low as possible, business cards are always printed in batches of four or more. In the event your card request is received following an already placed order, your request will be held until at least three more requests are received. Supervisor approval is necessary prior to placing a business card order.

6 Printed Publications 6 Big News Newsletter This publication comes out twice yearly in the Spring and Fall of each year. This newsletter is targeted toward the following groups: Board Members, Donors, Bigs, Families and interested individuals who have signed up to receive the newsletter independently. This is the main printed publication that informs the public of the agency s activities, highlights of our work, corporate partnerships, donor gifts and upcoming events. Two separate covers for this publication are produced, as well as a 4 page insert to touch both the Greater Houston and North and West Central Texas markets. It is the responsibility of the assigned marketing representative in each market to supply fully edited stories and high-resolution photographs for their respective covers and sections. Deadlines for submission of this information are listed in the Publications Calendar to follow. Annual Reports The annual report is produced each year in January and goes to print in March following audits. This publication serves two purposes for the agency: to inform the public of our financial standing on a yearly basis and to use as a marketing tool for agency promotion to potential donors, corporate partners, etc.

7 Electronic Publications 7 BBBS Insights - From the Desk of the CEO This publication comes out monthly and is targeted toward staff, Board Members, Top Donors and partners. This comes from the CEO and informs the audience of the agency s activities, highlights of our work, corporate partnerships and upcoming events that reach the broad audience across our service area. This piece is delivered mid-month and topics are coordinated between the CEO and Leadership Team prior to being produced by the Marketing team. The Link This publication is delivered weekly on Mondays and is aimed at our matches in North and West Central Texas. This informs our matches about upcoming trainings and events and points these viewers back to our website for more information. This is developed and delivered by the Program Training and Events staff in the DFW market. Matchline This publication is delivered the first Monday of each month and is aimed at our matches in the Greater Houston market. This informs our matches about upcoming trainings and events and celebrates anniversaries and other points of interest within our program. This is developed and delivered by the marketing and program teams in the Houston market. Something Big This publication is sent out at the end of each month to all current Bigs, alumni Bigs, BFKS donors and inquiries who are not yet matched. This piece is developed to try to engage our volunteers in further interaction with our agency, either through fundraising, volunteering at events or to promote other opportunities within our organizaiton. This piece is developed and distributed by the Development and Community Relations teams in the DFW market.

8 Printed Collateral/Graphic Design 8 Printed Collateral Printed collateral can be described as the re-printing of program & promotional materials or the ordering of materials from the national website. When requesting to have any of these items reprinted, none of the items should require any changes to text, pictures, etc. If anything on the materials needs to be changed, it is then referred to as a print job. If this is the case, please follow the process illustrated in the Graphic Design section below. To order printed collateral, contact Kristin Crouch at x439. Graphic Design When requesting a new graphic design project from the marketing department, please go to www. bbbs.org/marketingtools. Fill out and submit the Marketing Project Request Form. Please fill in ALL fields and have all necessary materials, such as pictures, text, and all other various information, ready to submit so that your project can be completed on time. Please refer to the Publications Calendar for timelines to brainstorm, produce, edit, print and mail your project. The time it takes to complete every project requested is not the same. Various projects, such as ads, flyers, direct mail pieces, banners, newsletters, brochures, invitations and whether or not they are full-color, black and white, front and back, die cut, etc. all factor into the amount of time it requires to complete a project. Please take all of this into consideration when submitting a deadline for your request. Below is a chart demonstrating average production times for some typical pieces produced. Please reference this in preparation for requests of the Graphic Design team. Approximate Production Time (creation through printing - not including mailing) Time (Weeks) Brochure Invitation Program Logo Flyer Info. Card

9 Media Relations 9 The media relations aspect of the marketing and communications department is responsible for securing placement and coverage of agency news, stories, events and announcements through TV, print and radio media outlets. You should contact the media relations director if: You have a great match story to share You want to announce agency events (gala, golf, BFKS) You want to announce a match activity You want to announce a volunteer recruitment activity You want to announce a partnership/ new sponsor You have a great Little graduation story You have a great back to school or holiday match story The agency has just secured a large grant Or anything similar to the above. Media Planning for Events Fundraising, Donor/VAP recognition, Unique training If you have a large-scale event that you would like coverage for, please set a meeting with the media relations director 3 to 6 months prior to the event for a media planning session to discuss media coverage opportunities. Multiple Media Requests for Single Event Please complete and submit a Media Request form for each aspect of your event for which you are requesting coverage. For example, if the golf director and media relations director had determined five different viable media opportunities in their media planning session, a separate form will need to be completed for each one of those opportunities as follows: 1. A new golf sponsor and logo 2. A story about a former Little that has participated in the golf tournament since he graduated from the BBBS program. 3. A general announcement conveying all of the details of the golf tournament and pre-party. 4. A celebrity announcement identifying all of the celebrities participating in the event. 5. A post-event media release stating the number of participants, how much was raised, etc. The Media Request Form To contact the media relations department regarding your event, you must first complete a Media Request Form a minimum of 3 weeks prior to your event or announcement. This form may be accessed at Once the form is completed, your request will be evaluated. Because we receive numerous requests for media coverage of agency events and activities, we must carefully evaluate and prioritize each request based on the overall impact that coverage of the requested event/activity will have on the agency. While every request will be given careful consideration, completion of the Media Request Form does not guarantee that a request will be presented to the media for coverage.

10 Audio Visual Requests 10 It is the privilege of Audio Visual services to assist the organization as they seek to promote the message of mentoring through Big Brothers Big Sisters. The following Audio Visual Services are currently being offered through the Marketing Department: Audio Services: Background Music: Creating custom play-lists Audio Consultation: A/V services can recommend vendors to work with & the equipment needed to provide the audio for your event. Custom Setups: A/V Services has 2 small-to-medium venue setups. The maximum number of people this can service is 200 attendees. This includes an audio system as well as dual multimedia projection. It is very important that these setups be requested 2-4 weeks minimum before your event. Additional volunteer staff from your department may be required to assist in setup/teardown of these events. Video Services: Consultation: A/V services can recommend vendors to work with to help provide video needs for your event. This includes photographers, videographers, Multimedia & lighting engineers, etc. Event Photography Custom PowerPoints: Custom Backgrounds Fonts Movies Sound Files Pictures Transitions & Effects Formatting Custom Slideshows: This is great for events with lots of still photos Still photos set to music with effects Custom soundtrack Customized for each event Custom Videos: Videography of events Editing footage of events Creating videos for a multitude of purposes including: - Training - Commercials - PowerPoints - Luncheons - Board Meetings To order any of the above audio/visual services, fill out the form available to you at

11 Audio Visual Requests, cont. 11 Audio/Visual Guidelines: All Audio Visual Services will be met on a first come, first serve basis unless there is a major priority difference between multiple projects. The following guidelines should be noted when requesting a project. Video Editing Projects Minimum of 5 business days to create a project. Custom Slideshows Minimum of 3 business days to create a project. Custom PowerPoint Minimum of 2 business days to create a project. Audio Projects Minimum of 2 business days to create a project. *All projects have a minimum of 1 business day turnaround for second drafts. Please note: All of the above guidelines are MINIMUMS. As the project load and/or complexity of the project increases, the timeframe also increases. For example: some basic projects might normally take half of one business day; however, if that project were more complicated, and there were other projects also due in that same time period, meeting a quick turnaround might be problematic. Because our organization is growing and the demand for these types of projects is rising, the more notice that can be given for projects, the more time A/V services has to make each project not only possible, but the best it can be. Other notes: In order to make your projects as good as possible, we are always looking for new material that is of the highest quality possible. Here are some things that can help us make your project better: - High quality photos: Pictures taken from cell phones are rarely print, slideshow, video, or PowerPoint quality. Please use a digital camera with as many MegaPixels as possible. 6mp or better is preferred. If you have an upcoming event you might want documented or think there might be some good photo opportunities (especially interaction between Bigs & Littles), please let us know & when available, someone can attend with the explicit purpose of getting high quality photos of the event. - Images from the web are sometimes problematic: If you are presenting using a photo from a website, please make sure you have permission to use the picture and that it is high resolution. If you are unsure, please contact us for clarification. - High quality video: Similar to photography, videography can also be problematic. If you are requesting A/V services to create a video for you to show at an upcoming event and you would like to use footage from previous events, we must have as much footage as possible. It s very difficult to make an impactful 5 minute video, when you only have 10 minutes of footage. Like with photography, if A/V Services are notified and can attend the event to get footage, this will help achieve this goal.

12 Web Updates 12 Changes and updates to the website are made on an as needed basis and are by request only using the Web Change Request form at When changes are requested, all edited copy must be submitted as it is to appear on the website. You may also submit any images or logos to use on the website by using the same form. Currently we are planning on operating one parent site ( with two sub-sites (www. gobighouston.org and More sub-sites may be made available in the future as the needs arise and as they are able to be staffed.

13 Social Media 13 The only approved social media for BBBS are Twitter, YouTube, and Facebook. Additionally, the Program Events team notifies active BIGS about ticket giveaways using Yahoo Groups. No additional social networks are currently being approved as acceptable Social Networking/Social Media sites for official promotion of the organization. The agency recognizes that volunteers and supporters will use other mediums to promote us, but is not officially sanctioned by our organization. The managed sites for these medium are: Staff and supporters are welcome to request postings on any/all of these sites as it is appropriate for the agency. Requests for posts should be made using the Social Media Request form at www. bbbs.org/marketingtools. When changes are requested, all edited copy must be submitted as it is to appear on the post. You may also submit any images, videos, or logos to use on the networks by using the same form. Additional Facebook accounts are being created for some regions, events, and special initiatives. Requests to build these accounts should be made by using the Social Media Request form at www. bbbs.org/marketingtools.

14 Publications Calendar 14 January 19 Insights 27 Something Big February 16 Insights 24 Something Big March 1 Big News 16 Insights 24 Something Big April May June 1 Annual Report 20 Insights 28 Something Big 18 Insights 26 Something Big 22 Insights 30 Something Big July 20 Insights 28 Something Big August 17 Insights 25 Something Big September 1 Big News 21 Insights 29 Something Big October 19 Insights 27 Something Big November 16 Insights 24 Something Big December 21 Insights 29 Something Big *Dates listed represent target dates for publications to hit mailboxes *Publications in BOLD are printed