Drive Innovation: Marketing Masterstrokes Kristina Twigg Assistant Manager, Water Environment Federation Elizabeth Weaver Engel, M.A. CAE Chief Strategist, Spark Consulting LLC Lauren Wolfe Interactive Marketing & New Media, Higher Logic

Agenda  Welcome!  The Power of Marketing  How Niles Got His Name  The One Opportunity You Should NEVER Miss  “Stroke of Genius” Crowdsourcing Exercise  Discussion

Drive Innovation

Marketing Masterstrokes Pre-Launch Create your brand identity. Produce a Brand Book. Write a Marketing Plan. Make a Getting Started Quick Guide. Add a Slide Deck to your homepage. Create a brochure. Ask members to record short training videos. Post-Launch Create an engagement calendar. Meet with other departments. Invite MEM for coffee. Rewards are still cool! Host an APPY HOUR. Go gorilla. Post a monthly engagement poll on your site. Use infographics.

SOURCE: 9 Awesome Reasons to Use Infographics in your Content Marketing,

Addictive Content Meet infographics! 90% of the info that comes to the brain is visual. Infographic production increases 1% everyday. The research required to create an infographic will display your knowledge and position you as an expert on your category or topic. The challenge with infographics is creating them. Check out: Easel.ly, Infogr.am, Piktochart & Venngage.

Example: CRMUG

Remember…

More! Higher Logic Users Group – Go-to-Market (GTM) Resources Library – Learning Series Library – Higher Logic Conference Success Kit [ hug.higherlogic.com/Education/SiteLaunchResources/ConferenceSuccessKit]

Thank you! Lauren A. Wolfe Interactive Marketing & New Media Higher Logic e p hug.higherlogic.com/hug/laurenawolfe

HOW NILES GOT HIS NAME

Tip #1 Internal Marketing Comes First Tip #2 Training Goes Hand-in-Hand with Marketing Efforts

Involve Staff in Decision Making Defining our needs Put together a inter- departmental team to analyze different vendors based on those needs Involved staff early on

Work Within Your Staff Culture WEF has about 40 committees, each with a staff liaison. Staff liaison training and launch materials In groups and one-on-one Staff liaisons were responsible for launching their committee This strategy builds on the relationship that staff liaisons have with their committee. We launched WEFCOM in 4 waves: – Beta Testing groups – Technical committees – Nontechnical committees – All members

Launch Kit for Staff Liaisons Live Q&A training webcasts and recorded site tour webcasts WEFCOM flier 1-2 minute screen- capture training videos Instruction manual Customizable draft welcome message Instruction flier for new committee members

Training Video Example

Interdepartmental Ideas: Promotions at WEFTEC Signage Ads in onsite program and WEFTEC Daily Training in the Learning Lounge Save the date cards / luggage tag maker Photo Booth Mascot costume Scavenger hunt Social media- primarily Facebook and Twitter

Niles’ Costume

Learning Lounge

WEF Book Club

For more information… LINK LOVE: WEFCOM: wefcom.wef.orgwefcom.wef.org Training Site: Scavenger hunt instructions: ARTICLES: – WEF Highlights newsletter articleWEF Highlights newsletter article – Article in WEFTEC Daily (on page 8) Article in WEFTEC Daily – Water Log article (shown at right) Kristina Twigg,

The ONE Opportunity You Should NEVER Miss

An introduction alone is not enough

Snack, don’t stuff

Let them drive

What comes next? Community Management

Tip 1: NEVER Waste F2F Tip 2: DO NOT Underestimate the Importance of Community Management

Stay Connected Natalie Webster Director, Internet Strategy Communications Children’s Hospital Association e Elizabeth Weaver Engel, M.A., CAE CEO & Chief Strategist spark consulting, llc e w getmespark.com p li

“Stroke of Genius” Crowdsourcing Exercise

Discussion

Keep in touch! Lauren A. Wolfe Interactive Marketing & New Media Higher Logic e p Elizabeth Weaver Engel, M.A., CAE CEO & Chief Strategist spark consulting, llc e w getmespark.com p li Kristina Twigg Assistant Manager Water Environment Federation (WEF)