HERE - Youth Service America
Transcription
HERE - Youth Service America
Creating Compelling Communications for GYSD Our Facilitator: Sarah Barrie • Associate Director of Grants & Trainings at YSA • Born in Boston, current DC Resident • GWU – BA in Human Services • Email: [email protected] • Phone: 202-650-5053 • Twitter: @SarahRBarrie Our Speakers • Winnie Nham • Director of Communications, YSA • [email protected] • Michael Coursey • Marketing Manager, Carousel30 • Twitter: @MichaelJCoursey Twitter Chat Host • Elizabeth Meyer • Global Youth Council Member • Twitter: @ElizabethMeyer2 Communications Planning: The 30,000 Foot View • Winnie Nham • Director of Communications, YSA • [email protected] Why do we need a communications plan? • Structure • Long term vision • Efficiency What goes into a communications plan? • Why do you want to communicate with the community? (Purpose) • Whom do you want to communicate it to? (Audience) • What do you want to communicate? (Message) • How do you want to communicate it? (Communication Channels) • Whom should you contact and what should you do in order to use those channels? (Distribution) Communications Matrix Date Objective Message Audience Channel Distribution 3/6 Promote awareness about the nutritional benefits of eating healthy and provide cheap healthy eating options/ideas Eating healthy doesn’t need to cost a lot or take a lot of time. It also has great nutritional benefits. Youth in East Palo Alto, age 5-13 Poster ads • • Social mediaFacebook, Twitter, Instagram • • 3/13 3/20 Contact print shop for poster donations Contact school teachers to place posters in classrooms & grocery store Create accounts and designate social media managers Create a schedule for messages YSA Communication Resources Visit www.GYSD.org/promote for: • GYSD logos • Sample social media messages • Tools/tips for engaging public leaders & VIPS • Email pitch and press release templates • Media advisory template • Certificate & poster template Other YSA Resources • GYSD.org/about – General info about GYSD – History of GYSD • Sign up for Youth Service Briefing • Organizations: Partner Newsletters Michael Coursey • Michael Coursey • Marketing Manager, Carousel30 • Twitter: @MichaelJCoursey KYSS: Keep Your Stories Simple Why Tell Your Story? • What Is Your Story: Not Someone Else’s • Why should someone care? • Why do you care? • What is the goal of the story? • What happens after you tell your story? Key Elements of A Good Story Characters: Who was involved. Don’t just list a persons fact, or resume, provide the essence of who these people are and why others should care. Explain the context. Reveal emotions. Key Elements of A Good Story Conflict: How does the character transform through challenge. It’s not always adversity. Take time to describe what they’re going through. Include emotions, and changes in perspective/understanding. Key Elements of A Good Story Resolution: How did the character(s) change? It does not always need to be a happy ending. Provide the necessary context and emotion for the audience to make the connection and process the story. How to Tell Your Story Social Media: Keep it short. Tell your story, but keep it simple. There are no golden rules for social media storytelling, but clear, direct, and authentic stories will always have an audience. Ask yourself “Would I share this?” How to Tell Your Story Press Release: What puts it in the paper? When writing a press release, be direct. Tell your story, but focus on your audience not yourself. What makes this story newsworthy? • Does the story include anyone of note (politicians, celebrities, etc.)? • Ask for what you want? Ask to have an article written, a spot on the local news, etc… • Don’t waste too much space on you. Focus on the story. Learn How to Tell Your Story Learn how to tell your story and the world will never stop listening. Your life, and your service, is made up of stories. Great storytelling isn’t just spouting out information, it is learning how to tell your stories. If you care, and truly care, then you will find an audience who cares too. Pick your channels(social media, podcasts, blogs) based on where your audience is and tell your story well. 3 Types of Communications Channels Owned Paid Earned Channel a brand controls Brand pays to leverage a channel When customers become the channel Word of mouth Website Blog Display ads Social sharing/mentions Twitter account Paid search Reposts Facebook account Paid influencers News stories Examples of Different types of Communications Owned Website: Arizona Governor’s Youth Commission http://beseenbeheard.az.gov/ Paid Earned Display Ads: The SCRAP Gallery, Indio, CA Word of mouth/Social Sharing: Bringing Hope Home, Philadelphia, PA Great bloggers: Making Dreams Come True, HI and City Year New Hampshire Facebook/Twitter: Sami Petersen with SHIFT Scoliosis Reposts Influencers: Montana Governor’s Youth Council News stories: United Way of Greater Toledo, Ohio Free Resources Available • Creating posters, graphics, logos: Lucidpress, PicMonkey • Creating a blog: Wordpress, Blogger • Creating a website: Wix, Weebly • Creating newsletters: Mailchimp • Scheduling social media: Hootesuite, Shareist YSA’s Top 10 Best Practices 1. 2. 3. 4. 5. 6. 7. Focus posts on where your followers are Ask followers to help spread the word A picture is worth a thousand words Write a letter to the editor Print media can also be shared on social media Create a communications committee Encourage youth to use their spark to create communications pieces 8. Lead a story telling campaign 9. Utilize your local school to spread the word 10. Let youth manage your social media Don’t forget to share your stories with YSA! Use #GYSD to capture and share your stories, and tag YSA: • • • • Facebook: Tag @YouthServiceAmerica Twitter: Tweet @YouthService Instagram: Tag @YouthService YouTube: Watch @YouthService