Serving On A School District's Communication Committee

A few months back the Olentangy Local School District created a Communications Committee and put a call out for potential members. Anyone interested was asked to submit a resume. Living in the school district, having children who attend school in the district, and working in PR and marketing for years I decided to apply.

I was asked to join the committee of about 25 individuals. The committee is filled with individuals with PR, marketing, or media experience, as well as a couple individuals who live in the district, a few teachers and even a couple high school students. I have been enjoying my time learning about the district, its communication policies and plans for the future.

As I committee member I am looked upon as an advisory panel member where I can offer my insight, and expertise on things like marketing, PR opportunities, Listserv, website and whether or not the school district should participate in social media (which I think they should).

I'm thrilled to be able to assist the district in taking it to the next level and am excited for the potential. Having only two Communication staff members in the district office, I think it was very wise for the district to create this committee, especially since the district keeps growing at an incredibly fast pace.

Here's to moving Olentangy into new a communication direction that will benefit students, parents and community members in today's 2.0 world.

Helping Tiff Find Her Muse

This week I was interviewed by good friend Tiffany Eckhardt for her blog "Doing Life Being Tiff." Tiffany is searching for her muse and doing an interview series with some women she says are her inspiration. I am honored not only to be one of those women, but to be her friend.

To read the entire article click here.

Parting Ways To Better Help Nonprofit Organizations

As of today I parted ways with Shoestring Creative Group. Being an affiliate office for six months I thought I was offering local nonprofits the best marketing and PR option available. However, I quickly realized that I am better able to serve Ohio nonprofits locally.

I am very happy to announce that once again I am able to offer my discounted nonprofit services directly to nonprofit organizations without a middle man!

If you are a nonprofit organization looking for marketing, PR or social media assistance I'm happy to help. Contact me at michele@columbusimpressions.com.

Work Is Taking Me To New Albany

Over the last few months I have been busy with a client in New Albany. It's kind of a new client and kind of not. Last year I worked with The Culinary Table in Grandview owned by Annette Bellisari Johnson.

This spring Annette is expanding her business to New Albany creating a banquet facility and cooking classroom in the heart of New Albany at 29 S. High Street. I've been creating new marketing materials, updating the blog and using social media for awareness. The Culinary Table has a Facebook page. Become a fan to get up-to-the minute info on cooking classes, wine tastings, and special events.

Along with The Culinary Table New Albany I am also working with Annette's husband, EJ on a connecting restaurant he is opening, called Landon's Corners. Landon's Corners has quite a bit a history since it is the location where, back in the 1800's, New Albany founder, Mr. Noble Landon had a tavern of his own in that location called Landon's Corners. The restaurant will open in April and will feature a delicious, unique menu offerings like "juicy lucy" and bison bites. Landon's Corners will also offer happy hour, special nights for families and evenings with live music starting with The Conspiracy Band celebrating their 20th anniversary on April 16th. Reservations are now being taken for the 20th anniversary celebration with Conspiracy. Call 614.855.1901 to make a reservation.

"Where the roads connect and the neighbors meet."

Opening a restaurant is exciting, time consuming, and never dull. For now, my part in the restaurant has been some marketing. I created the logo, tag, free appetizer coupons, gift card and loyalty card and soon will start a Facebook page.

As things continue to progress I'll keep you updated!

Texting For Pretzels

This holiday season Auntie Anne's Pretzels is using a text messaging campaign to entice hungry holiday shoppers. Potential customers can text “PRETZEL” to 80565 and receive coupons on their phones.

Upon receiving the text message, Auntie Anne’s sends back an automated response asking consumers to reply with a defined keyword and e-mail address. A downloadable coupon link will then be generated for users who can also share the offers with others.

For me, the jury is still out on text messaging campaigns. I'm not too crazy about the idea of someone texting me promotions, even if it is for a free pretzel. How about you? Would you welcome text messaging solicitations? Am I being too rigid? Feel free to comment below.

The Press Release Makes It Official!

Commit To Be Fit announcement!!

Update Your Database

Yesterday in the mail I received three identical non-profit direct mail pieces. All were to the correct address, but each one had a different variation on my last name. The pieces were pretty large and extra postage was required.

It is important for non-profits to regularly update your database. Not only will it save you money but it will make you money. It's more than just a wrong name, it's good donor stewardship. Nothing says we don't know who our donor is like spelling their name wrong three times.

When you value your data, you value your donor.

Just my two cents. :)

Go Google

Google is using billboards to promote Google Apps.

Four simple messages will rotate every weekday for a month enticing people to "Go Google."

The outdoor ads are placed in heavily traveled urban areas. But you won't see them in Columbus. You'll have to go to Chicago, San Francisco, Boston and New York.

If you're not traveling to those areas here is a peak of a couple billboards.

Convincing Your Board That Marketing Is Important

Oldie But Goodie #4 - August 22, 2008

Times are tough but sometimes persuading your board can be even tougher. Boards and administrators can be hesitant when it comes to spending time or money on marketing. But, in order for non-profits to survive and make their difference in the world they need funding. In order to achieve lucrative funding, they need marketing. Our equation for non-profit success is:

Development + Marketing = Successful Program

Maybe these five points will help make your board think a little differently about their non-profit survival needs:

1. Change perception - perception is reality so get them thinking marketing is their friend. After all, marketing makes a bigger difference because you are able to reach a greater number of people. Marketing makes you stand out above the rest and, when marketing smart you become strategic not reactive.
2. Be Efficient - you can create incredible looking pieces without breaking the bank. Be smart about your material choices like paper stocks, colors, folds. Streamline your message. You don't have to say much to leave an imPRession.
3. Realize Needs - Create materials for what is really needed. You don't have to create pieces for everything. Maybe you have a milestone celebration coming up, focus your strategy around that and create supporting pieces for this call to action. Or maybe you need more volunteers so create a piece that will pop and create interest attracting more volunteers.
4. Be Flexible - It's smart marketing to stay focused on initiatives but it's also smart marketing to be flexible. If after a few quarters if something is not working it might be time to change strategy - not necessarily the materials - but the strategy.
5. Measure and Communicate - Track your results quarterly and share them with the board. When there is forward movement and progress they will begin to see the fruits of your labor and you will get buy-in.

Not sure where to start, columbus imPRessions can help you create your marketing strategies, marketing campaign or materials. Contact us at info@columbusimpressions.com or call 740.816.3251.

4 What = How

Oldie But Goodie #3 - August 13, 2008

No, this is not a new math problem. It's just the formula for successfully marketing your non profit's latest campaign or development program. By answering some important "what" questions you will learn "how" to be a fundraising winner.

For example, you are getting ready to launch your new school fundraising program. In order to report success to your board of directions you need to map out the answers to the following questions:

1. What is your objective? (you want to create a successful school program in your chapter area with the ability to raise funds and create awareness in the community)
2. What is your goal? (to raise XXX funds through a school program having to spend XXX to do so)
3. What is your strategy? (set criteria - research and define what regions, cities, communities, districts - "who" you are targeting. Sometimes you can't reach everyone so you need to focus on your primary target for the best rate of return. Determine how you are going to reach them (direct mail, email, social media, face-to-face visits). Focus on the needs of your primary target (can you teach students the importance of philanthropy, can you incorporate some fundraising techniques into the school curriculum, can you share stories of your mission to get the students to understand, can you make the project fun)
4. What are your measuring tools? (how many schools do you want involved, how many direct mail letters tweets, or emails are you going to send, how many schools can you visit to make the face-to-face connection, how many media stories do you want to run in the community)

How are you going to win?

Connect the students to your mission, make them feel they are making a difference, reach the parents to create an entirely new target of potential supporters, make personal visits to the school, stay focused on the criteria, create community awareness in the local media, personally follow-up, show supporters where there money went, thank them for their support. Then you will retain these supporters for years to come. You, your supporters and your mission will all be winners!

Your nonprofit doesn't have a school fundraising and marketing program. columbus imPRessions has experience in school program fundraising. Email info@columbusimpressions.com or call 740.816.3251.

Now Non-Profits & Small Business Can Create a PSA or Promotional Video

Non-profits and small businesses have extremely small marketing budgets. Because of this a promotional video or public service announcement always seems to fall on the wish list. Not anymore!

Recently I discovered Animoto. The TasteCasting group has been using it for awhile to create promotional videos for restaurants who held a tasting, and at PodCamp a couple weeks ago I attended a session on using Aminoto to create great video to embed into your website.

Animoto turns your images, text and music into really great videos. They offer a free pro accounts to non-profit organizations! You could use video to bring motion and emotion to your cause for outreach, fundraising, and connecting. They also have incredibly low prices that small businesses can even afford. Not only reasonable but easy to use!

As an example, I created a FREE 30 second video from Animoto for columbus imPRessions. Check it out! Happy video production!

Is It Possible to Brand Too Well?

Yes it is very important to create a solid brand, with thoughtful strategy and effective marketing. But is there such a thing as branding too well? This is something I have recently been struggling with as columbus imPRessions.

I know, practice, consult, suggest, that in order to have a solid brand you need a definition, clear and consistent messaging, specific standards and values. I also know that by doing this your brand will foster credibility, invoke motivation and secure loyalty.

That's all great. But, yes there is a but, I also know that above everything else perception is reality. Trust me, I've learned that one the hard way over the years.

So here is my dilemma . . . I believe I have built a very strong brand with columbus imPRessions. I have strategically and thoughtfully created its every facet. It's one that I firmly stand behind and am very proud of. However, I am quickly learning that the perception of my brand is that I am a medium-sized agency, which I am not.

Perception

columbus imPRessions is a sole proprietorship, which obviously means it is just me. Almost daily I am being contacted by people "looking for work at my agency". Or, when someone meets me they immediately tell me they thought my agency was much bigger.

Reality

I'm not sure if this is good or not. At first I was flattered and it made me think I have a pretty strong brand. Now I'm wondering if I might have branded too well.

What do you think? Is there such a thing as branding too well? Any suggestions/comments you might have would be greatly appreciated.

Give It Your Best Emeril . . . BAM!

Celebrity Chef Emeril Lagassee is celebrating 10 years of his product line.  In order to create a Bang Up Celebration, or should I say BAM Up Celebration, a digital marketing campaign and contest called "Show Us Your Bam" was launched this week.

Up for grabs, a trip to New York City, free food, and various prizes.  How do you win?  Just create an original video of your best Emeril impersonation and then get people to vote for you. Contest ends August 15th.  Let me know if you enter so I can see you video. You just might get my vote.

Emeril also has a foundation that supports non-profit organizations that provide educational programs, life skills development, culinary training, and cultural enrichment to create opportunities in the communities where Emeril has restaurants.  Through his foundation Emeril hopes to inspire, mentor and enable children.   Way cool!

New Client: Family Promise of Delaware County

A few weeks ago I gave a presentation to the board of Family Promise of Delaware County. This week I was hired to do a small marketing and PR project to help this chapter get started.  I will be working on the "Four M's": 

• Messaging - creating local key messages
  
• Marketing - creating an updated brochure or marketing postcard
  
• Media - creating some awareness in traditional press and social media
  
• Means - creating a few fundraising/sponsorship tools
  

Family Promise is a national organization with 150 affiliates nationwide.  They are an interfaith hospitality network for homeless families. Congregations and volunteers help connect homeless families with services and support like shelter, meals child care, and career training.  

Currently Delaware County has nine host churches, five support churches and a day center signed up and ready to help.  This network will serve as host and will provide meals and overnight accommodations to up to 14 people for a week. They provide beds, transportation, and a day center where families will spend day hours receiving counseling, doing job searches and preparing to move into permanent housing.

In Delaware County the homeless family count is rising.  To help combat this growing problem Family Promise of Delaware County was developed with the assistance of homeless advocacy group, Concerned Citizens Against Homelessness.

Family Promise of Delaware County is in the process of raising funds and accepting in-kind donations for the development of the Network.  They hope to open their doors by the end of summer and will reside at 35 N. Washington Street, Delaware, OH.  Be on the lookout for their local website coming soon.  In the meantime, you can check out the national website here.

Helpful Marketing & PR Resources . . . Did I Mention They Are FREE?

Thought it might be helpful to dedicate a post to some great on-line resources that have helped me along the way.

Want to submit a press release?  This link lists 50 FREE press release submission sites.  They are listed in their Google PageRank.

Looking for a new font to spruce up that marketing piece?  dafont has over 9,000 FREE fonts to download. 

In need of some new photo images for your website or brochure?  This link has over 13,000 beautiful, good quality images FREE of charge.

And in case you missed my post on FREE Reputation Tracking Tools you can visit my post and get the list here.

I hope these few resources help you like they have helped me over the year.

Another FREE resource - the In-Kind Connection.  A site that lists non-profit needs and creates awareness as well as business/donor haves for FREE.  Submissions are then broadcasted through various social media channels to help try and make a connection and create awareness. It's sponsored by columbus imPRessions.

So I Have All My Social Media Marketing Tools. Now What?

Yesterday I was contacted by a non-profit organization who was looking for help with social media marketing.  They are writing a huge proposal and need to add specific marketing components to the proposal before submitting. 

In this case, including  traditional marketing components is no problem for them. They are unsure of what to include for social media marketing.  They have all the tools, they just don't know what to do with them.

This is the part where I come in - creating a strategy around social media tools.

So you have a Twitter, Facebook, MySpace, Ning, Blog, etc., etc., etc.  Now how do you use them to achieve the best ROI?  To get your best bang for your buck you need to be very strategic in how you use them.  For starters, you need brand consistency, key messaging and clear calls to action so your followers, fans or subscribers know what to do with the information.  Is it purely informational, do you have a specific need, do you want the recipient to act on something?

You need to answer these questions to begin creating your strategic social media marketing plan.  It might take a little time, but it's worth it in the end.

Not sure where to start? Give columbus imPRessions a call 740.816.3251 or send me an email michele@columbusimpressions.com  I can help you build your strategic marketing plan in no time giving you faster results with your social media marketing efforts.

Cup O'Joe is a Cup O'Clever

Yesterday I had a meeting at Cup O'Joe.  I ordered a medium sized regular coffee with cream - my usual.  Even though I was going to enjoy my coffee there, I asked for my coffee in a to go cup.  

It wasn't until I was almost finished with my coffee that I noticed the cup sleeve.  It was very colorful, had texture and prominently displayed the Cup O' Joe logo.  But on the back it had an incentive. If you saved the sleeve and reused it ten times you would redeem one fully punched sleeve and a free cup of Cup O'Joe coffee.  Very smart! 

This sleeve serves a few purposes.  The obvious being protection on your hand from the hot coffee in the cup. The second being clever marketing.  This is such a simple and smart way to get customers to come back (and to possibly even talk about it on their blog). The last being an environmentally friendly idea.  By reusing the sleeve Cup O'Joe is helping keep the earth a little greener.

Very clever indeed.  Kuddos to Cup O'Joe! 

Non-Profit Walk Season

Nice weather is upon us in the northern half of the country and outdoor activities are in full swing. For non-profit organizations it means the walk season is about to begin.

If you have a spring walk, you should be deep in the planning phases but if you have a late summer or fall walk you might just be starting.  If your event falls into the latter part of the season here are some things to consider or include in your planning:

1. Branding - If this is a first year event brand your event with a name, logo, key messages, purpose, etc.  If the event has been around for years, consider refreshing with a new look.
2. Sponsorship:  There are plenty of sponsorship opportunities in a walk event (paying and in-kind).  Start with securing media sponsor(s) - Radio, TV and Print act as inventory to entice other sponsorship types so go to local media outlets for sponsorship first.  Next look for a title or presenting sponsor, mile marker sponsors, beverage sponsor, celebration sponsor, starting line and finish line sponsor, etc.  Try to obtain sponsorships as early as possible.  Sponsor logos on brochures, posters and signage is also inventory and entices sponsors to become involved.
3. Logistics - Location, How long is your walk, are runners allowed, what is the route, what are event goals, budget, fees, authorization, food, entertainment, emcees, staging area, etc.
4. Committee - Do you have a core of volunteers to assist in creating event, volunteers pre-event, volunteers day-of, roles and responsibilities, meetings.
5. Walk teams - recruit corporate, school and individual teams. How many make a team?
6. Marketing & PR - save the date, brochures, posters, signage, pre-press, day of press, post press, e-blasts, newsletters.
7. On-line - Can you create an on-line walk page, collect donations, sign-up teams. Include sponsors as this is another form of inventory and a benefit.
8. Stewardship - capture all data, thank sponsors, walkers, volunteers.

As you can see there are quite a few elements to include when creating a walk.  But with a clear timeline and an organized checklist you should be able to achieve success for your organization. 

Need assistance on your upcoming walk?  columbus imPRessions can help.  I have over ten years experience with walk events - Arthritis Foundation's Jingle Bell Run, Make-A-Wish Walk for Wishes, Crohn's & Colitis Take Steps and Epilepsy Foundation Stroll for Epilepsy.  Email info@columbusimpressions.com or call 740.816.3251

April Fool's Day

The history of April Fool's Day isn't clear, but it's thought to have started around 1582 in France with the reform of the calendar. The Gregorian Calendar was introduced, and New Year's Day was moved from March 25 - April 1 (new year's week) to January 1. Because communication traveled slowly in those days some people were only informed of the change several years later. Others refused to acknowledge the change and continued to celebrate on the last day of the former celebration, April 1. These people were labeled "fools" and were subject to ridicule and sent on "fool errands," sent invitations to nonexistent parties and had other practical jokes played upon them. 

Today people still play harmless pranks on April Fool's Day.  But now April Fool's Day is used as a marketing opportunity to launch new products.  Did you know Google Gmail was launched April 1, 2004?  At first it was thought to be a hoax but obviously ended up being true.  Double the exposure and publicity.  Smart stunt.

Today will unveil both hoaxes and truths.  Hopefully everyone will have good clean fun and no one will be affected by the Conficker.c virus.

Now I'm off to TP my kids bedrooms!

A Year in Retrospect - Happy Birthday columbus imPRessions!

This week marks the official birthday of columbus imPRessions. Even though the blog imPRessions started in February '08, columbus imPRessions the business wasn't actually born until April 1, 08. 

As birthday #1 approaches I reflect back on why the journey began, occurrences that happened over the year, and the evolution that has emerged.  What an amazing year it has been!  

As if fate was leading me, a year ago the unthinkable happened.  I was working at a job I enjoyed for a mission I loved when unexpectedly I was asked to leave the organization.  Not because of poor work performance but because I had a blog - imPRessions.  imPRessions was a blog a co-worker and I started on our own time to learn more about social media and to express our personal thoughts and opinions about the marketing and PR world.   I'm not sure if my boss at the time did not understand social media, was jealous, or felt threatened, but regardless of her reasoning I was forced to resign my position.  

After the initial shock I decided this was a moment of a life-time.  Instead of wallowing in self pity I decided to turn a bad situation into a great opportunity.  My co-worker and I decided to actually turn our blog imPRessions into a business - columbus imPRessions, a small marketing and communication business primarily serving small businesses, trade associations and non-profit organizations.  

With the help of social networking and the creation of a solid brand, columbus imPRessions became a successful business.  Our client base steadily increased over the months which lead to an extensive number of  brand marketing and PR projects that our client's valued. Things were looking prosperous!  

Then came the fall of the economy and after the first couple months in '09 activities started to slow down.  Because of the instability, my business partner decided it was time to pursue other more secure opportunities and left the business.  Now a year later I am the sole proprietor of columbus imPRessions.

There have been quite a few changes this past year.  But with every change has come adventure, understanding, growth and evolution.  I quickly began to understand that while I may not be able to control each situation, I do have the power to decide how I will handle anything that comes my way. Instead of becoming a victim of circumstance I decided to take some tough situations and turn them into positive occasions. It is through these occasions that I am continually growing both professionally and personally.  Every day is an adventure when you own your own business and I appreciate each thrill.  I have met so many remarkable people over the year and look forward to meeting many more friends, contacts, colleagues and clients.  As I enter my sophomore year, I realize this could be a tough one, especially with the economy, but I am ready for the challenge. 

columbus imPRessions is evolving and while I don't have a crystal ball to tell me where I will be next year at this time, I do know that I am 100% committed to columbus imPRessions, my current clients and my future clients.  I look forward to sharing more experiences, thoughts and opinions as together we create a distinct imPRession.