2. 1.Know your audience(s). 2.Know the tools. 3.Know your goals. 4.Create a plan. ©Susan Sirois Ellis 2012 Twitter: @suellis

4. Endorsements MEETINGS interviews Classes webcas ts Conferences mentions Earned Media ©Susan Sirois Ellis 2012 Twitter: @suellis

5. S M A R T pecific easurable chievable ealistic imely ©Susan Sirois Ellis 2012 Twitter: @suellis

6. Goal: Increase registrations for annual conference Goal: Create buzz around new research as measured by number of mentions Goal: Engage young constituents to drive new memberships – 10% increase by March Audience #2 26-36 Use email Get news online Facebook Large following “fun” content interactive Audience #1 Under 25 Read blogs Get news online email Delivered regularly Low cost We send Audience #3 36-46 Use Facebook Read newspapers blog High quality photo Thought leadership Readers subscribe ©Susan Sirois Ellis 2012 Twitter: @suellis

7. Outline Photo ©Susan Sirois Ellis 2012 Twitter: @suellis