1. DIGITAL COMMUNICATIONS & SOCIAL MEDIA
Connor Moen & Cassian Soltykevych

2. The APPROACH: Branding and introductory social media
Define Your Goals
Know Your Audience
Increasing Your Reach
Using Your Online Presence as Leverage
Other Types of Social Media

3. Increase awareness? Why?
Defining goals
Increase awareness? Why?
Event Turnout?
Fundraising?
UCC National: convert Facebook Traffic to mailing list, which will build relationship for new prospective donors

4. Know your audience

5. Know your audience Language? Wave of Immigration?
Hobbies? Ukrainian and beyond
Cultural? Political? Recreational?
Trial and Error

6. Share consistently and with relevant information
60%+ - content your audience wants to see
30% - sharing content
10% - what you want your engaged audience to see
The Facebook engagement algorithm

10. What Makes a Good Post?
Video (up to 8* more views if directly uploaded through Facebook

11. What Makes a Good Post?
Images (Photography or Graphic Design)

12. What Makes a Good Post? Web Link with: Featured Image Catchy Headline
Make Your Own!

13. Under the Hood: Facebook Insights
- Follow up with Banff Lodge

14. Facebook SUMMARY
The first frontier on social media your organization should expand to
Post relevantly, post consistently
Trial and error: insights are your best friend online
Tie in your Facebook page to your newsletters and website
The more often someone sees your brand, the more likely they are to remember it
Don’t be afraid to share, like, comment – you’ll help it grow to whatever it becomes!

15. Other Social Media
“Social Media handles are like pets – don’t adopt one if you can’t feed it regularly” Connor Moen

16. Other social media outlets
Twitter
Requires dedication and frequent use to get your message out
News agencies live on Twitter
What’s trending today? That’s what they will report
Wikipedia
Free to set up
Takes a few hours to set up initially, but much less time after the initial set up
YouTube
Useful as an archive of any videos
Don’t forget the password!
Instagram & Snapchat are likely not relevant to your organization

17. Using Social Media for Return of investment
Attract Sponsors
Capture broader Canadian audience
Petition Signatures
Grow List
Fundraise
Increase Event Turnout
Recruit Members

18. The mechanics Websites Newsletters – Print & Digital
Traditional Media – Newspapers, TV, Radio
Advertising

19. Having something is better than having nothing

20. Websites: Clean & Simple

21. Websites Simple is better Don’t make anything “stuck in time”
The exception is news
Essential components:
Contact info
Information about the organization
Mission, goals, stakeholders, sponsors/donors

22. Websites Email addresses should have your domain name
Eg. is much more professional than
Your biggest investment of money in marketing should be your website
Don’t let someone do it for $250
Make sure you own your domain name
Never let another group control your website registration

23. Newsletters: Print & Digital

25. Newsletters (Digital)
Younger generation receiving news and information online
But older generations also have !
Newsletter should be connected with website
Using links in your newsletter to connect to your website
with a “BCC” and not just “send to” or “CC”

26. Newsletters (Digital)
DO NOT USE ALL CAPS
Alternative, DoN’t mIX caSeS eiThER
For a more professional product, use Mailchimp or Constant Contact

28. Newsletters (Print) Anything is better than nothing
Even if it doesn’t look beautiful
As long as it is informative
Invest in design if possible
A graphic designer can go a long way

29. Newsletters (Print) Print newsletters are still relevant
Many people still like to have tangible media
People leave their newsletters on their kitchen table
They see these pieces over and over again

30. Advertising

31. Advertising – Social media
One of the most affordable methods of advertising
Must be done correctly to be effective
Budgets for advertising can start at $1
Easy to do trial and error with little damage
Not risking hundreds of dollars

32. Advertising – Traditional Media
Radio
Community radio programs/stations very affordable
Still popular amongst all age groups
Print
More affordable
Varies from size of publication – national/local/community
Television
expensive, except for community television

33. Advertising - Print materials
The value of design
You’re showing people how reputable your organization is
Excellent communication methods include:
Stand up banners
Brochures
Infographics
Makes your organization stand out and look professional No
NO COMIC SANS or other weird fonts
Word Art

34. Media Suggestions
Ask your non-Ukrainian friends to look over a promotional item or a website
Can they understand the message you are trying to convey?
Do they know what your organization is/does?
Producing materials across the board to be professional makes a world of difference
Consistency is key
Brand recognition
People need to see materials several times to understand the organization and message

35. Key Takeaways A graphic designer makes a world of difference
Your sponsors are paying for it - make them look nice!
Set your goals with marketing
Don't just get a young person to "do social media"

36. Key Takeaways
Don’t spent a ton of time and effort on doing something and then spend $0 on marketing
Your marketing budget should be 3-10% of your event budget

37. Key Takeaways Invest in promoting your organization
An investment in marketing is still an investment in your organization!
Marketing returns don’t come overnight

38. Having something is better than having nothing

39. Make a marketing plan for your organization and events

40. Share frequently and with relevant information

41. Know your audience

42. The more times you see it, the better you’ll remember it

43. Thank you