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Leveraging Social Media to Create a Brand

Leveraging Social Media to Create a Brand. Chief Dan Alexander. Fundamental Principles. There’s nothing wrong with public relations and marketing for policing. You are doing it anyway, maybe not too well. There needs to be a cohesive strategy (a brand) to:

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Leveraging Social Media to Create a Brand

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  1. Leveraging Social Media to Create a Brand Chief Dan Alexander

  2. Fundamental Principles • There’s nothing wrong with public relations and marketing for policing. You are doing it anyway, maybe not too well. There needs to be a cohesive strategy (a brand) to: • Effectively build community support for your agency. (PR) • Affect community behavior to enhance public safety. (Marketing) • Start with and stick to the basics-Your Mission, Vision and Values. • Don’t go it alone. • Remember that SM is a means to an end, not the end.

  3. Developing a Strategy • Hire a firm? • SWOT Analysis-Internal and External • Community and POC Surveys • Focus Groups-many already exist (HOAs, foundations, advisory boards, etc.)

  4. Implementing the Strategy • Use research data to drive the creation of the brand. • Identify the vehicles you want to use and the people responsible for these mechanisms. SM is a force multiplier here. • Insure programs and campaigns support the brand. • Create partnerships to support marketing, conceptually and financially. • Establish systems/procedures to challenge the PR/Marketing process (daily, weekly, monthly, etc.).

  5. Materials Vehicles Police Signs Training The Boca VIPER Experience Visibility Intelligence Partnerships Education Resources Communications Newsletters Residents Staffing Community Computers Other Law Enforcement Electronic Facilities Cameras Security Assessments Website HOAs City Facilities Neighborhood Meetings E-mail Other Agencies Monitoring Public Private Media Text Businesses Gated Communities Chamber of Commerce Press Releases T.V.

  6. VIPER Logo Evolution

  7. VIPER SM & Web Tools

  8. Partnering-Don’t go it alone • Website Registration Form With Participation Options- • Support Materials for Cross-marketing Opportunities: • - Community Partner VIPER logo on Community Partner sites • - Electronic Banners and Ads for Community Partner sites • Community Partner Certificate • Community Partner Pin • Posting logo or name on www.bocaviper.com • Inclusion in appropriate media and promotional materials • Invitations to participate in VIPER-hosted events

  9. VIPER Programs & Campaigns

  10. VIPER Programs & Campaigns

  11. VIPER Programs & Campaigns

  12. Back to the Basics • Branding processes allow you to organize disparate community programs and disjointed communication strategies. • SM and Internet tools are simply vehicles for PR and Marketing. SM should bring people to you and your content • Partnerships are the key to develop and sustain your community outreach/communication programs.

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