An Overview of CLA 2012

1. An Overview of CLA 2012 Branding, working with the media, emergency communications, social media, and much more

2. What will we talk about today? • Branding • Emergency communications • Working with the media • Managing large amounts of content

3. Branding An incomplete recap Micheal J. Brown Targeted Insights LLC

4. Elements are not the Brand • Logos, seals, and crests • Slogans • Color pallet • Style guidelines • Not what you say about yourself

5. Branding is… Branding is keeping a promise. Are you doing what you say you will do? Branding is action applied to your mission. Branding is repetition.

6. Branding is… • Building trust over time that you will fulfill your unique promise(s). • Shaping and reinforcing perceptions. • Communicating unique messages. • Creating dialogue not monologue. • Orchestrating anticipated experiences.

7. Branding is important because… • It facilitates mutual partnerships. • It stimulates compelling responses. • It differentiates you from all others. • It creates enduring attachments. • Emotional • Sometimes intellectual • For Christian organizations - spiritual

8. McDonald’s Taste Test

9. The Pepsi Challenge

10. Disaster Messaging Carter Wade – Masterworks

11. Disaster Messaging • The question is not “if” a disaster will strike, but “when”. • Natural disasters • Affects you • Affects your community • Moral failures • Death and succession • Political and cultural issues

12. Disaster Messaging • Determine whether or not to respond. • Who to communicate to. • Communicate through which channels. • How to measure success – fundraising and volunteer response rate. • Without preparation: • Response will be slow. • Response might be inaccurate. • Response might not reach the right audience.

13. Determine whether to respond • “Any event or situation that could materially influence the perception or reputation of The Salvation Army, and or the people we serve.” • Organization disaster • Communicate internally, externally, or both? • Community disaster • Does this fit with our mission? • How is our plea/request different from anyone else’s? Does it need to be different or can you pool communications channels?

14. Who to communicate to • Plan for internal disasters/emergencies first. • Begin with either the most likely disaster to occur or the most complicated to communicate. • Knowing your audience will help you determine which communication channels to use. • Know local contacts ahead of time. • Refer all media inquiries to a trained spokesperson.

15. If you are raising funds for a disaster… • You must respond within the first 4 days. • Tsunami relief by day: • 1 = $500,000 • 2 = $2.7M • 3 = $3.0M • 4 = $2.2M • 5 = $1.2M • 6 – 8 = $500,000 • The mores specific the “ask” the more likely the response.

16. Working With the Media Person X – Alliance Defense Fund

17. Interacting With the Media The 3 cycles of media interaction • Don’t talk to anyone about anything. • Talk to everyone about everything. • Talk to the right people about something.

18. Interacting With the Media • The goal of interacting with the media is to further your mission or motivate people to action that furthers your mission. • Engaging with the media in non-mission conversations creates mission-drift and dilutes your brand. • Staying on-mission helps you determine whether to respond.

19. Interacting With the Media • Media interviews are about the mission, not fame or becoming “the expert”. • Expertise will develop naturally. • Stick to your points and repeat them in different words to reinforce them. • You might not have a position because you have a position. Answer off-topic questions with one sentence, then get back on topic.

20. Interacting With the Media Effective messages • What can I say that will appeal to the shared values of many people? • Repetition to overcome shrinking attention spans. • Do not start with the details. Start with the big picture. • You have 10 seconds to make your sound bite.

21. Interacting With the Media • The media is not the enemy if you give them mission-focused information. • The media can’t fully inform the masses. Help point the media to other resources.

22. Content Strategy forLarge Web Sites Person X from 5Q

23. Content Is an Asset • Content is both online and offline. • You must have a plan for its creation, delivery, and maintenance (review, update, delete). • Every page should do some sort of work so your employees and volunteers don’t have to.

24. Content Strategy • Discover your audience. • Scope – where is your content? Books, MP3s, brochures, brains, etc. • Prioritize. Attention drops off the more people have to read. People read in a Z. • Deliver. People get 70% of the information they need in the first 50% of the content. 20% in 25% and 10% in 25% • Sustain / keep it fresh.

25. Wrap-up

26. What did we talk about today? • Branding • Emergency communications • Working with the media • Managing large amounts of content

27. What’s up next? • I will be tweeting from General Assembly and autorepeating on Facebook. • Look for #EPC32not #GA32. • We will resume in August. • Let me know what you want to talk about.