Communications Strategy Presentation
Transcript: November 7, 2017 POWER U CENTER FOR SOCIAL CHANGE COMMUNICATION STRATEGY MARIAMA GREGORY SWOT ANALYSIS Strengths Weaknesses Opportunities Threats SWOT ANALYSIS We work directly with youth We have relationships with schools Not moving policy Unsure of our brand Developing relationships with School Boards Building with teachers Revolving/untrained youth members Not having ties within the community Where We Are Now... Where We Are Now... 1,746 Facebook 1,641 Twitter Instagram 6.3% 100.4% First Quarter: Followers 2,209 1,102 728 866 18.96% 62 post – 1 promoted 2,354 total engagment 2,149 people enegaged 1,419 reactions/comments/shares 6.2% engagment rate 55,865 impressions 34,725 people reached 626 photos views 19 videos 534 clicks 1,175 other clicks Social Media Vanity Metrics 154 tweets (60 original, 1 reply, 93 retweets) 110 total engagment 2 mentions 8 replies 54 likes 40 retweets 67 favoirites 34 link clicks 5.0% engagment rate 19.8K impressions 25 posts 1,251 total engagment 144.5% engagment rate 1,227 Likes 24 comments 49.1% average likes 1 comment on average Facebook Twitter Instagram Power U was covered 8 times in 2016 Power U was covered 6 times as of June 2017 Local press — 9 times National press — 5 times Power U has no personal connections to journalist or press Traditional Media Since March 2017, we've sent 15 e-mails. Average open rate: 19.59% Averate click-through rate: 1.32% Average unsubscribe rate: .25% E-mail Most of our digital audience is between 25-34 More than half of our followers (on all platforms) are women Our e-mails aren't performing well. Facebook is our most engaged platform We get the most impressions on Twitter We get the most comments on Instagram People engage most with photos and videos of youth Power U doesn't have enough media coverage We are not properly branded We don't know who we are; if we do, the messaging isn't the same throughout staff and platforms 1st Quater Lessons Our Audiences Our Audiences Perspective Youth Members Youth Members Educational Instiutions Media School Board Members Adult Influencers (Parents/families, counselors, metors, etc.) Community Organizational Allies Donors Funders Tools We Currently Use Website E-blast Soical Media Text messaging Radio interviews Media Public actions Phone banking Printed materials Tools We Currently Use GOAL GOAL Develop Brand Awareness and Optimize Visibility OBJECTIVES 1.1 Create internal style-guide 1.2 Create a consistent storyline 1.3 Continuous outreach to media/press 1.4 Increase awareness and strengthen community relations Increase Digital Outreach OBJECTIVES 1.1 Develop digital campaigns that are direct action 1.2 Develop digital campaigns to assist with field operations 1.3 Use digital marketing tools to push messaging, events, and growth. 1.5 Use social media as a tool to recruit youth members Increase Donor Support OBJECTIVES 1.1 Create and market opportunities to increase participation in fundraising efforts 1.2. Create opportunities for general donor request STRATEGY STRATEGY Media Outreach & Relations Media Outreach and Relations Goals: Build Power U as go-to source for media on reproductive justice, restorative justice, and Have 5 national stories between: August 2017 - August 2018. 15 stories from local media: August 2017 - August 2018 5 new media relationships per year More visibility of community organizing work and campaign work More engagement with media to profile the work we have moving locally — control some of the narratives around school suspensions, restorative justice, and reproductive justice. Building Capacity to Attract and Respond to Media: Identify compelling stories to pitch to media Pitch campaigns to media Member Spokespeople — identify 4-5 members Have dedicated trainings for spokespeople prior to their interviews or speaking engagements. Have dedicated “spokespeople” trainings for all staff. Building relationships with reporters so that we become resource to media. Pitching through twitter, email, phone. Membership Leadership & Capacity Building Membership Leadership & Capacity Building Communications Committee (will be lead and organized by Mariama) Goals: 3-5 youth members will be recruited for the Communications Committee per year (3-5 member committee) Engage youth members in communications by helping execute communications goals Will help measure outcomes of communication metrics Will help coordinate and develop Power U materials and content Current committee members: TBD Trainings: Standard communications trainings with youth at least once a year Communications trainings based on campaigns and initiatives External trainings and conferences Online Communication Tools Website — Goal: A resource housing all relevant and current information about Power U Updated regularly (change background image once a month) Increase audience visits to the Power U website Improve and share resources section more In the News Resources Events Blog — once a month E-mail — Goal: Share organizational
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