1. Success Series: Storytelling & Sharing

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

3. Agenda
Position Your Brand
Craft Your Story
Share Your Story

4. 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?

5. 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?

6. 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

7. How would you prioritize your objectives?
Set your goals

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

10. 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.

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

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

13. Three Types of Media
Owned
Earned
Paid

14.
Website
Newsletter
PR Pitch
Facebook
Donor Letters
Twitter
Advertisement

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

16. Public Relations
(New)s
Trends
Expertise
Creativity

17. 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.

18. The Press Release

19. Create YOUR Press Release Template

20. Media List

21. Create YOUR Press Release List

22. The Pitch

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

26. 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.

27. The Press Release

29. 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”)

30. Repurposing

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

32. YOUR Editorial Calendar

33. 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

34. 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

35. Time to craft & share YOUR story!
Next Steps
Time to craft & share YOUR story!
Let’s connect:
| Facebook.com/groznikpr