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Summer Communications and Media Planning. Kevin Martone Technology Program Manager JCamp 180 kevin@hgf.org. Thanks to Debra Askanase ( www.communityorganizer20.com ) for much of this session content. Today’s Agenda. Year-Round Communications Plan Summer Communications Plan
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Summer Communications and Media Planning Kevin Martone Technology Program Manager JCamp 180 kevin@hgf.org Thanks to Debra Askanase (www.communityorganizer20.com) for much of this session content.
Today’s Agenda Year-Round Communications Plan Summer Communications Plan Summer Media Checklist
Your Communications Tools • Website • eNewsletters – for various audiences • Social media • Traditional mailings • Events • Phone calls and in-person meetings • Other?
Exercise: Major Camp Communications Fundraising Letters Enrollment emails Holiday greetings Alumni communications Stewardship Others?
Summer vs. Winter http://www.flickr.com/photos/93896575@N00/698692268/
Captive audience Summer is Unique Changing audience Visitors Staff - create content Summer is a Unique Communications Opportunity
Always Start with Your Goals Possible SMART Goals: Increase parent satisfaction with communications Increased alumni attendance at reunion, alumni day More camp tours for potential families More camp tours for potential donors Earlier re-enrollment Change internal culture: implement a few core social media tools, test messaging, tweak Others? How might this differ from winter communications?
Think About Pre- and Post- Camp Too Strategies: • During CampJune-August • Post-CampAugust-September • Pre-Camp • April-June • Possible Goals: • Increase current parent satisfaction • Host parents and donors on camp visits • Share stories and testimonials from camp • Gather specific content for use during fall/winter/spring • Possible Goals: • Excite campers • Reaffirm parents’choice • Fill remaining slots • Invite parents and donors to camp • Internal: training, messaging, systems-building • Internal: find guest content creators • Possible Goals: • Extend camper happiness towards re-enrollment • Engage current parents as recommenders • Move prospective families towards enrolling • Continue cultivation/stewardship activities • Review summer communications – make changes for year-round and next summer Tools: • Consistent, focused methods of outreach that will carry through • Email • Photos/Video • Other • Facebook • Blogs • Staff training & allocation of communications responsibilities
Summer Communications Calendar http://www.flickr.com/photos/marcovdz/5880590735/in/photostream/
URJ Camp George Summer Season Plan Emailed a Communications Brit to their Families promising: • Blog – Minimum 3/Week • Video- Minimum 3/Week • Bunk1- 75 photos/day (excluding Shabbat) • Twitter- Daily Cabin Updates • Shabbat email from Director (simultaneously posted as blog) • Facebook: Used as a Curator
Who’s Doing What? Photographers Videographers Bloggers Social media updates Media checklists http://www.flickr.com/photos/thomashawk/413634446/in/photostream/
Who’s In Charge of What? Assigning Responsibilities • Camp Director • Program Directors • Alumni Relations • Jewish Life/ Rabbi • Executive Director • Board Members • Communications Coordinator
Who Knows How To Do What? Don’t forget about TRAINING! • Bloggers • Guest bloggers • Social Media • Video/Photos • Media Checklist
The Critical Job:Communications Coordinator • Role: Making sure that communications are on time • Assign a pre-camp central communications coordinator and coordinators during the summer • This person will coordinate the summer communications plan: • Receive, review, and post all blog posts from guest bloggers • Ensure all eNewsletters, direct mail, social media and other communications on summer plan are posted. • Upload weekly photos from camp to the website • Track the collection of photos, videos, stories, testimonials and other content for year-round communications. (Summer Media Checklist)
Exercise: Summer Content Planning Guest blog posts Bunk updates Alumni outreach Donor stewardship Camp Visits Others?
What Content Can You Capture During the Summer for the Rest of the Year?
Exercise: Summer Media Checklist Holiday videos/photos Parent Testimonials Thank you videos Alumni Photos Camp Countdown Photos Other?
Summer Communications and Media Planning Kevin Martone Technology Program Manager JCamp 180 kevin@hgf.org Thanks to Debra Askanase (www.communityorganizer20.com) for much of this session content.