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Marketing, Branding & Outreach

Learn the importance of integrating AmeriCorps into your program's narrative, branding tools, gear, PR strategies, and ways to promote your story through media and social platforms for increased visibility and engagement. 8 Relevant

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Marketing, Branding & Outreach

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  1. Virginia Office on Volunteerism and Community Services Marketing, Branding & Outreach Making AmeriCorps a Part of Your Program’s Brand Strategy

  2. Why is This Important? Much of the work your AmeriCorps program has done or will do goes on under the radar – quietly and without fanfare. As a result, the value and impact of AmeriCorps is often hidden.

  3. AmeriCorps Teams Are Human Megaphones • Pre-Service Orientation • Elevator Speech/Mission Statement • Impact Stories • Life After AmeriCorps • PROMOTION • Media • Social Media • Low Tech

  4. AmeriCorps Plays a Key Role in Your Story • Make the connection between the AmeriCorps and your Program. • It’s ESSENTIAL for people to not only SEE but also UNDERSTAND what AmeriCorps means within your organization’s structure. • Integrate AmeriCorps and national service into your program’s narrative.

  5. The AmeriCorps Brand • Program members, volunteers, and organization staff should understand the AmeriCorps brand and be able to easily talk about it to others. • AmeriCorps: • Engages individuals in service each year through thousands of organizations across America • Tackles tough problems • Recruits volunteers • Members gain valuable experience

  6. AmeriCorps Branding Tools • Logo • Language • Gear • Signage

  7. AmeriCorps Logos • http://virginiaservice.virginia.gov/americorps-national-service/americorps-program-resources/marketing-social-media-tools/ • http://www.nationalservice.gov/newsroom/marketing/logos • Virginia AmeriCorps State and VGF logos • CNCS – all streams of service logos • Ways NOT to use logos.

  8. AmeriCorps Brochures & More • https://pubs.nationalservice.gov/Default.aspx • Materials can be ordered from CNCS at NO COST to your organization. • Posters, business cards, flyers, DVDs, stickers, door hangers, and brochures.

  9. Americorps Gear • Members must be identified as AmeriCorps when performing their service. • If in your program’s budget, you can be reimbursed for AmeriCorps apparel. • Gear can be ordered at nationalservicegear.org/

  10. Your AmeriCorps Program Brand • What is your brand? • How do you develop your brand? • How do you market your brand?

  11. Developing Your Brand • Identify your needs and goals • What are trying to accomplish? • Identify your audiences • Influential People • Potential Members • Nonprofit Partners • Media • General Public

  12. Make a Plan • Elevator Speech • Plan Your Promotion • Get Everyone Onboard • Messages • Target Audiences • Impact

  13. Elevator Speech • Short 1 minute or less • Describes your program’s work • Mentions AmeriCorps • Use everyday language • Be prepared for follow-up! • Example: I’m with the CARITAS AmeriCorps Program. We help families living in shelters in the Richmond area find housing and help the homeless find long-term employment.

  14. Promoting Your Story • Media Relations • Social Media • Low Tech

  15. Aspire! AmeriCorps

  16. Alternatives PASS AmeriCorps

  17. Media • Do you have resources you can utilize at your organization already? Tools? • Identify the media resources in your community. • Volunteer Virginia e-newsletter http://www.vaservice.org/go/news/newsletter/ • Who are your audiences? • What’s your message?

  18. National Service Media Guide http://www.nationalservice.gov/pdf/Media_Guide.pdf

  19. Social Media • Utilizing social media is the quickest and easiest way to tell your story. • Encourage members, volunteers and organization staff to share stories from the field. • A picture (or video) is worth a thousand words. • Share and tag

  20. Your New Best Friends • OVCS • Facebook: facebook.com/Virginia-Service • Twitter: @VAservice • Instagram: servevirginia • YouTube: VirginiaService • CNCS • facebook.com/NationalService • facebook.com/Serve • facebook.com/AmeriCorps • @NationalService • @Servedotgov • @WendyCNCS

  21. Other Promotional Methods • Develop marketing materials. • Use CNCS free materials. • Collaborate with community groups. • Work with other AmeriCorps project sites. • Host officials as Honorary AmeriCorps Members for the Day • Host an Appreciation Event for volunteers, etc. • Create a Short-Term Service Project

  22. Virginia National Service Calendar Dates to Remember • September - AmeriCorps Launch • Sept 11, 2016 – 9/11 Day of Service & Remembrance • Jan 16, 2017 - MLK Day • March 6-11, 2017 (tent.) - AmeriCorps Week • April 4 (tent.) – Mayor and County Recognition Day for National Service • Throughout the year, CNCS also highlight a specific monthly focus that programs can choose to amplify if it connects to their issue area. For example: one month might focus on seniors or another on disaster services. Capitalize on these focus months to promote your program’s story!

  23. Launch Events • Regional Events Around the State (3) • Kicks off the Program Year • All members should attend • Notify the media ahead of the event. • Wear gear! • Take Photos and Post to Social Media!

  24. AmeriCorps Pledge • I will get things done for America - to make our people safer, smarter, and healthier. • I will bring Americans together to strengthen our communities. • Faced with apathy, I will take action. • Faced with conflict, I will seek common ground. • Faced with adversity, I will persevere. • I will carry this commitment with me this year and beyond. • I am an AmeriCorps member, and I will get things done.

  25. Planning Service Projects A Few Tips • Service Projects should be OUTREACH projects! • Service Projects should feature the recruitment and use of volunteers • Provide all vital information to your volunteers and members • Members should wear their gear • Share your results!

  26. Service Projects • Resources • http://www.serve.gov/site-page/toolkits • http://blog.prepscholar.com/129-examples-of-community-service-projects • http://www.nationalservice.gov/resources/member-and-volunteer-development/encorps/demystifying-project-plans-vads • virginiaservice.virginia.gov

  27. New OVCS Website • http://virginiaservice.virginia.gov/

  28. Questions? VA Office on Volunteerism & Community Services801 E. Main St., Richmond, VA 23219Toll free in VA: (800) 638-3839Direct: (804) 726-7065 Fax: (804) 726-7088Email: AmeriCorps@dss.virginia.gov Gail Doyle – patricia.doyle@dss.Virginia.gov

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