Station-wide Marketing Strategies: Unwrapped

1. Station-wide Marketing Strategies: Unwrapped How to Create a Marketing Plan Julie Irby Marketing and Outreach Director Arkansas Educational Television Network

2. Station-wide Marketing Strategies: Unwrapped The Value of having a Marketing Plan • Forces you to identify WHO you are and what you NEED to promote • Provides a timeline for the year • Allows you to budget for your projects • You now have a document to share with leadership and decision • makers for buy-in, partnership, inclusion • You can now carry out marketing campaigns that are consistent , • coordinated and truly further your brand

3. Station-wide Marketing Strategies: Unwrapped A Marketing Plan has two purposes • To guide marketing strategies that promote your OVERALL brand • (the big stuff YOU want to push) • To guide marketing strategies that promote SPECIFIC needs of your ‘clients’ • (the support required for what your CLIENTS want to push)

4. Station-wide Marketing Strategies: Unwrapped Planning process: planning your plan • Determine station-wide needs for the FY with management • (target audiences, niche to push, what’s new to promote) • Determine what National programs to support • Determine with ‘clients’ what their goals are for the year • (review their strategic plans)

5. Station-wide Marketing Strategies: Unwrapped How to organize your plan • By campaign (What YOU want to push) • By marketing method • (helpful for Marketing Staff to see their responsibilities) • By client • (Production/programming, Education, Development) and then • create mini-plans for each client’s major project.

6. Station-wide Marketing Strategies: Unwrapped Pieces of a Marketing Plan • State the top 3 or 4 Marketing objectives (what every part of your • plan should be based on) • Clearly list the Marketing Team who will carry out the plan and what • they are accountable for • Strategies/tactics for each campaign, project (using the multi-platform • method)

7. Station-wide Marketing Strategies: Unwrapped Pieces of a Marketing Plan (continued) • Include messaging, boilerplates • State the goal of your Marketing Division • Calendar and timeline • Budget • Sign-off by management • Create any mini-plans for large campaigns, projects (see Parks Initiative mini-plan, place to have tactics)

8. Station-wide Marketing Strategies: Unwrapped Challenges • Clients don’t have a plan, therefore hard for you to plan how to support them • Clients can’t support what YOU want to push • Clients don’t include you in their planning or try to do their own Marketing • Other pieces of marketing/support need to be in place: • Standard Operating Procedures (SOP) • Graphic Standards/style sheets for projects/Branding • Station-wide Strategic Plan

9. Station-wide Marketing Strategies: Unwrapped Review AETN plan (see handout) • Method: Review multi-platform strategy • (see handout/next slide). Next plan will be • organized by multi-platform method – • by project, then fill in mp methods • Mini-plan: Review Parks plan • (see handout) • QUESTIONS?

10. Multiplatform Strategy: Sample Activities IN THE COMMUNITY IN THE PRESS ON THE AIR ONLINE IN PERSON -Screening & discussion events with community partners (a short series of 3 to 5 events planned in “underserved” areas) -Feature community-based partners in My Source-branded on-air spots, and leverage for trade (web / newsletter placements, etc) -Enlist local community partners to speak with station reps at government, media, and local events -Pitch feature stories on work with local community-based orgs -Place My Source spots on websites of community partners or others outside pubcasting system -Letters to the editor -Station management / board / ambassadors appear and speak at City Council meetings -Include prominent My Source messaging on all pages of station websites -Paid or trade radio ads or PSAs featuring ambassadors and community members -Print Advertising (paid or trade) -Enhance partnerships with community-based organizations around My Source branded sponsorships -Wire Releases: MarketWire or other to garner broad visibility among journalists and public including embedded video and live Web links -Online chats, interviews, and other content featuring My Source ambassadors and station management / board to explain pubcasting’s value -Station management / board / ambassadors speak at luncheons and community events around town -Leverage local programming to include segments on public broadcasters (interviews with management / board or ambassadors) -Teach-Ins (station professionals teach basics of video production, pod casting, journalism, etc.)—putting resources in the hands of the community -Station Management / board / ambassadors undertake higher-profile visits to state capitol / county seat -Pitch feature stories on tangible contributions station makes in the community -UGC My Source Testimonials available on station website (contest idea) -Recruit locally-based ambassadors (community leaders, celebrities, etc.) to appear in My Source testimonials -Enlist local My Source ambassadors to speak at government, media, and local events -Community events with ambassadors that showcase pubcasting and solicit testimonials from attendees at “camera stations” -Editorial Board Meetings (station management / board / ambassadors) -Online marketing campaign includes enhanced content on station homepage coupled with external promotional drivers to increase traffic -Feature best UGC My Source spots on-air, as prize for contest winners -Enlist winners of UGC testimonial contest to speak as “authentic local voice” at government, community, and media events -Op-Ed Piece in daily paper -Pitch stories to business / technology / media writers about online initiatives -Community contest for best “homemade” My Source testimonial KEY: COMMUNITY ENGAGEMENT PAID MEDIA / TRADITIONAL MARKETING STATION-LED PUBLIC EDUCATION AND INFLUENCE AMBASSADOR-LED PUBLIC INFORMATION AND INFLUENCE NEW MEDIA/ONLINE MARKETING