Success Series: Storytelling & Sharing

Brad Groznik, Irene Miller, & Tracy Carey Welcome! Brad Groznik, Irene Miller, & Tracy Carey

Agenda Position Your Brand Craft Your Story Share Your Story

Find your Audience What is the age, gender, location, education level, family status of your customer? What do they do for fun? What inspires them? What apps do they have on their phone? Where do they work? Why? What are the challenges they have? What keeps them up at night? How did they hear about your product?

Find your Voice What are your brand’s personality traits? What problems do you help solve for your customers? In one sentence, how would you describe your offering? What one reason, above all others, causes people to buy your offering? How does your offering make your customers feel?

Positioning Who is your target audience? Who is your competition? Why are you a better choice? What’s the benefit to the target audience? Positioning

How would you prioritize your objectives? Set your goals

Craft a Story This is a story about ______ and it’s interesting because ______

The Message This is a story about airnest and it’s interesting because it’s a new drone startup. This is a story about a drone startup and it’s interesting because it’s one of the only auto-piloted drones. This is a story about a drone startup and it’s interesting because it’s currently the only drone with built in no-fly zones.

This is a story about a fundraiser, an annual report, a new program or service and it’s interesting because ______

Activity Break This is a story about ______ and it’s compelling because ______

Three Types of Media Owned Earned Paid

Email Website Newsletter PR Pitch Facebook Donor Letters Twitter Advertisement

Digital Marketing 101 Your Website Email Public Relations Social Media Search Directories/Listings External Websites

Public Relations (New)s Trends Expertise Creativity

Remember Your Story This is a story about airnest and it’s interesting because it’s a new drone startup. This is a story about a drone startup and it’s interesting because it’s one of the only auto-piloted drones. This is a story about a drone startup and it’s interesting because it’s currently the only drone with built in no-fly zones.

The Press Release

Create YOUR Press Release Template

Media List

Create YOUR Press Release List

The Pitch

This is a story about a State College drone Startup and it’s interesting because it’s making waves nationally.

This is a story about a new drone startup on Kickstarter and it’s interesting because it has no confusing controls -- making it the easiest way to capture drone footage with an iPad or iPhone.

The Press Release

Media Coverage is Only Step 1 Repurpose across all appropriate outlets Ask Reporters to Facebook post and/or Tweet Share, Re-Tweet Use “@___” and “#___” as appropriate Share media coverage E-blasts Website/blog (“guest blog”)

Repurposing

Editorial Calendars Get organized What’s on deck? Appropriate media outlets? Best medium to communicate message?

YOUR Editorial Calendar

Time-Saving Tips & Action Items You cannot do it all Think ahead, delegate Know your story, your buzz words Create a press release template Create a media contact list Get organized with an Editorial Calendar Execute your process Archive your news clips Repurpose across all appropriate outlets Received media coverage is only step 1

Homework Begin honing your organization’s story with staff and other inner circle people Identify staff/recruit volunteer to do media activities Review the Centre Gives Master Spreadsheet Start completing the Media Tab Start thinking about media opportunities for the Editorial Calendar Draft a press release template Think through your publicity process

Time to craft & share YOUR story! Next Steps Time to craft & share YOUR story! Let’s connect: irene@centre-foundation.org tracy@centre-foundation.org brad@groznikpr.com | Facebook.com/groznikpr