NAEH Conference 2013: Reframing for our Future

1. NAEH Conference 2013:Reframing for our Future 6.11, Promotion for Events and Organizational Initiatives #NAEH13 @LisaGustaveson @chinrichsen_su FB: Community Shelter Board

2. Speaking the Language #NAEH13 @LisaGustaveson @chinrichsen_su FB: Community Shelter Board

3. Presenters • Lisa Gustaveson, Seattle University Faith & Family Homelessness Project • Sara Loken, Community Shelter Board, Columbus, Ohio • Catherine Hinrichsen, Seattle University Project on Family Homelessness (moderator) #NAEH13 @LisaGustaveson @chinrichsen_su FB: Community Shelter Board

4. Connect With Us#NAEH13 Community Shelter Board on Facebook: • Community Shelter Board • Day to End Homelessness • Sara Colahan Loken [SCLoken@csb.org] Seattle U Faith & Family Homelessness Project: • Facebook: Lisa Denis Gustaveson • Twitter: @LisaGustaveson [gustavel@seattleu.edu] Seattle U Project on Family Homelessness: • Facebook: SUProjectOnFamilyHomelessness • Twitter: chinrichsen_su [hinrichc@seattleu.edu] #NAEH13 @LisaGustaveson @chinrichsen_su FB: Community Shelter Board

5. Quick Overview of our Project’s Start: Journalism Fellowships #NAEH13 @LisaGustaveson @chinrichsen_su FB: Community Shelter Board

6. What We’ll Cover • A framework for successful events & promotions • Low-cost tips • Ways to engage audiences • Events and promotions we admire #NAEH13 @LisaGustaveson @chinrichsen_su FB: Community Shelter Board

7. A Framework for Successful Advocacy Events & Promotion • Strategize – Do your research, define your audience, set objectives. • Localize – Demonstrate how the issue is connected to this community. • Personalize – Appeal to emotions, tell stories, show the faces. • Surprise – Reach people in unexpected ways. • Mobilize – Collaborate, partner, engage and spur action. • Publicize – Promote and document before and during, and reinforce/“sell back” AFTER. #NAEH13 @LisaGustaveson @chinrichsen_su FB: Community Shelter Board

8. My event principle: I’d rather do a great event for 100 people than a terrible event for 500 people. Small and successful = greater impact Success is what people remember. #NAEH13 @LisaGustaveson @chinrichsen_su FB: Community Shelter Board

9. Element 1. Strategize • Do Your Research • Define Your Audience • Set Your Objectives – behavioral, measurable • Cultivate Your Relationships Research + relationships = comp appearance by $50,000 speaker #NAEH13 @LisaGustaveson @chinrichsen_su FB: Community Shelter Board

10. Element 2. LocalizeAnswer the question: “But does it happen here?” Photo Exhibit, “Looking Into Light,” National Center on Family Homelessness With Washington State photos by our Journalism Fellow Dan Lamont • Street Soccer Team soccer party & “Kicking It” screening • “Motel Kids” screening; “American Winter” screening #NAEH13 @LisaGustaveson @chinrichsen_su FB: Community Shelter Board

11. Element 3. Personalize • Emotional appeal • Storytelling • Show the people affected #NAEH13 @LisaGustaveson @chinrichsen_su FB: Community Shelter Board

12. Element 4. Surprise Reach people in unexpected ways • New places • New audiences • New strategies #NAEH13 @LisaGustaveson @chinrichsen_su FB: Community Shelter Board

13. Element 5. Mobilize • Collaborate/partner • Engage audiences • Spur action • INSERT AM WINTER SLIDE HERE #NAEH13 @LisaGustaveson @chinrichsen_su FB: Community Shelter Board

14. Element 6. Publicize • Promote and document before/during/AFTER. • Become your own news service, and be sure to take lots of photos. • Social media is great, and cheap, but remember your traditional media strategy. • Use publicity to reinforce/sell back later. • See previous five elements. #NAEH13 @LisaGustaveson @chinrichsen_su FB: Community Shelter Board

15. Low-Cost Tips • Recognize anniversaries “backwards” • Do your documenting the day after the event • Collaborate and ask partners to help you promote • Visuals, visuals, visuals! Even from smartphone • Use social media, and learn from people who use it well, like @hardlynormal and @davidwseattle • Recruit volunteers who can create content (like videos) • Expand into your personal network, not just work • Find a way to involve kids in your event • Movies like “Motel Kids,” “The Line,” “Kicking It,, “American Winter” are great ways to stimulate discussion; most available on DVD #NAEH13 @LisaGustaveson @chinrichsen_su FB: Community Shelter Board

16. An event I admire:Housing & Homelessness Advocacy Day,Washington Low Income Housing Alliance • http://www.youtube.com/watch?feature=player_embedded&v=h1SciQnZ3gk #NAEH13 @LisaGustaveson @chinrichsen_su FB: Community Shelter Board