Communications Plan Framework - Learn by yaosaigeng

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									CLC NETWORK
Communications
  Framework
    This communications framework has been designed to enable CLC coordinators to
communicate effectively and efficiently, both individually and as a cohesive unit. It also aims to
           give voice to CLC partners and those who benefit from CLC programs.




                                                 1
                           TABLE OF CONTENTS


1.    Situational Analysis                        P. 4
     1.1    Context
     1.2    Mandate
     1.3    Stakeholders
     1.4    Challenges

2.    Strategic Plan                              P. 7
     2.1    Overarching Communication Strategy
     2.2    Measurable Objectives
     2.3    Measurement Tools
     2.4    Tactical Approach
     2.5    Project Timeline
     2.6    Key Messages

3.    CLC Government Outreach Initiative          P. 11
     3.1    Implementation Steps
     3.2    Implementation Timeline
     3.3    Suggested Measures
     3.4    Q&A
     3.5    Supporting Documents Included
     3.6    Overview
     3.7    Advocate Letter Template
     3.8    Coordinator Letter Template
     3.9    Conference Call Script
     3.10   Sample Email Pitch

4.    One Week, One Friend                        P. 23
     4.1    Implementation Steps
     4.2    Implementation Timeline
     4.3    Suggested Measures
     4.4    Q&A
     4.5    Supporting Documents Included
     4.6    Overview
     4.7    Coordinator Letter / Email Template

                                         2
     4.8    Suggested Status Updates

5.    A Term of Learning and Growth                                  P. 31
     5.1    Implementation Steps
     5.2    Implementation Timeline
     5.3    Suggested Measures
     5.4    Q&A
     5.5    Supporting Documents Included
     5.6    Overview
     5.7    Sponsor Outreach Letter / Email
     5.8    Pinterest Briefing Document
     5.9    Sample Status Updates
     5.10   Sample Email Template
     5.11   Sample Media Pitch

6.    Social Media Tool Kit                                          P. 44
     6.1    Introduction
     6.2    What is Social Media
     6.3    Developing a Social Media Strategy in Seven Easy Steps
     6.4    Social Media Do’s
     6.5    Social Media Don’ts
     6.6    Facebook
     6.7    Pinterest
     6.8    YouTube
     6.9    Twitter
     6.10   HootSuite
     6.11   How to measure Social Media Efforts

7.    Email Marketing and E-Newsletters Tool Kit                     P. 54
     7.1    Introduction
     7.2    MailChimp


8.    Media Relations Tool Kit                                       P. 59
     8.1    Overview and Best Practices
     8.2    Media Advisories
     8.3    Press Releases




                                          3
1.0    SITUATIONAL ANALYSIS


1.1    CONTEXT
In 2009, a survey was conducted of Community Learning Centre students, educators,
parents, and partner organizations. The overwhelmingly positive response demonstrated
the impact the CLC Network has had on communities and students throughout the province
of Quebec. It also provided strong evidence of the Network’s success in creating
partnerships between CLCs and students, educators, parents, and partners. However, other
evidence indicates that key external stakeholder groups do not adequately understand the
mandate, purpose, and benefits provided by the CLC Network.

The time has come to raise the profile of the CLC Network across Quebec. Part of this
means increasing awareness surrounding the Network’s mission, services and benefits,
particularly in communities hosting a CLC. While not an insignificant challenge, the CLC
Network undertakes this initiative from a position of strength and with a core group of
advocates.

This Communications strategy has been designed to leverage this position. In so doing, it
seeks to involve as many current and potential CLC advocates as possible in profile building
initiatives, while minimizing any increase in workload for CLC Coordinators.




1.2   MANDATE
Raise positive awareness of the CLC network with key stakeholder groups by
facilitating proactive network- and individual-level CLC-led communications
initiatives.




                                             4
1.3   STAKEHOLDERS / AUDIENCES

This section outlines internal and external stakeholders involved in the Communications
Plan.




                                            5
1.4    CHALLENGES / OPPORTUNITIES
Before developing this plan, we undertook an informal survey of CLC Coordinators. The
results, while not comprehensive, provided some valuable insight into the challenges that
must be overcome in order to raise the profile of the CLC Network and build its community.
The surveys also shed light on some real opportunities. These are detailed below, with
challenges on the left side of the graphic and opportunities on the right.




                                            6
2.0        STRATEGY AND OBJECTIVES

2.1        OVERARCHING COMMUNICATION STRATEGY

Raise the profile of individual CLC’s and the CLC network via proactive Communications to many
different stakeholders.



2.2        MEASURABLE OBJECTIVES FOR OVERARCHING STRATEGY

              A. Heighten engagement with, and raise positive awareness among, the following key
                 external stakeholder groups: media; government; communities; and partner
                 organizations
              B. Increase advocacy role of students, parents, principals, and teachers
              C. Build communications capacity, enabling CLCs to implement individual and joint
                 communication initiatives without straining resources


2.3        MEASUREMENT TOOLS FOR OVERARCHING STRATEGY




Overarching strategic measurement analytics and tools will be handled by external consultants.



2.4        TACTICAL APPROACH

The tactical approach we’ve taken is two pronged:

      1) At the network level, it involves implementing structured communications activities as a
         group (any individual coordinator can opt in or out of these activities as they see fit).This is
         based on a realization that by acting together we are stronger.

      2)   At the local level we aim to enable coordinators to act independently by providing them
           with tools and instructions to help them promote their CLCs and programs.

                                                    7
The tactical approach to network level Communications involves a series of micro campaigns aimed
at building community and raising the CLC Network’s profile. They have been designed to
maximize impact while minimizing disruption to CLC coordinators. The materials to accompany
each micro campaign - including letter templates, customizable media advisory and press release
scripts, Q and As, and guides on how to use various digital tools – are built out in a separate package

MICRO CAMPAIGN #1: As a way to highlight the work of CLC‘s individually and as a network, we
propose a two-phased initiative called CLC Government Outreach. One of the main goals is to
get officials to attend a regularly scheduled CLC activity so that they may see the network in action.
The initiative aims to raise the profile of the CLC network with government officials. Phase 1
involves CLC coordinators and advocates sending letters to Members of Parliament in Ottawa.
Based on Parliament’s schedule, we will create a variety of letter templates which suggest
posting on September 13, 2012 to both MPs’ Ottawa and constituency offices. We will also
create email templates that closely mirror the letter templates and suggest sending emails
September 17. Letters will highlight the work of the CLCs and invite MPs to join conference calls
with other officials. The calls should occur sometime between late August and September 15th,
when phase two of the initiative kicks off. The goal of conference calls is to get MPs and other
officials to attend a CLC activity after October 15th 2012. We plan to invite media to the activity
MPs and other officials attend. The dates are entirely movable and the campaign’s workback
schedule would be similar regardless of the precise calendar date chosen. The specifics of this
initiative and the timing are detailed in Section Three of this plan.

MICRO CAMPAIGN #2: As a way of broadening the base of program participants we propose
designating the second or third week schools are back in session as “One Week, One Friend.”
Again, the campaign’s workback schedule would be similar regardless of the precise calendar date
chosen. This is a classic peer to peer marketing campaign: advocates and current participants in
specific CLC programs are asked to recruit one person who has never participated in a CLC program
to join them at their local Centre sometime during the designated week. We will create sample
marketing message templates, a customizable letter template
MICRO CAMPAIGN #3: This campaign, with a suggested end date of December 2012, consists of a
province wide social media initiative aimed at documenting life across the CLC network via photos
and video. Note this campaign is an evergreen initiative. It can be run multiple times/started at another
time if deemed valuable. Using the social network Pinterest CLC advocates will post photos online in
a central, web based, repository that anyone in the CLC community can access. We believe this
initiative leverages the power of the internet and Pinterest, the world’s fastest growing social
network. This initiative also helps tell the CLC story to the news media, government officials, and
potential partners.
We propose declaring several winners sometime in December and awarding prizes. We suggest
having a winner for best picture and awarding the CLC with the best set of pictures a prize as well.
Because we understand the budget for prizes is likely little to nothing, we have built sponsorship
solicitation into the plan. We believe, given enough time, that a variety of government or corporate


                                                   8
sponsors could be courted. As with the previous two
micro campaigns, the timing is flexible and the
campaign’s workback schedule would remain consistent
regardless of dates chosen.


Local Level Tactics: Toolkit for Individual CLCs

Additionally, to ensure CLC coordinators also have tools
they can use to promote their own individual programs,
we’ll include “Tool Kits” – information about tools,
documents and templates – in a separate document.

The Tool Kits should enable to you to be properly
prepared to reach out to various key stakeholders groups through their preferred methods and
channels of communication.



2.5    PROJECT TIMELINE (FOR NETWORK LEVEL AND LOCAL INTIATIVES)

We propose implementing this plan between the end of May – December 2012.

Within this timeline, local level CLC initiatives (i.e. non-network level activities aimed at promoting
specific programs at specific CLCs) have been included as ongoing projects. This is because
implementation of local communication strategies depends on the needs and resources of
individual CLCs.

Network level initiatives have been scheduled to coincide with times appropriate for
communicating with key external stakeholders. That said, there is flexibility in the start and end
dates of our network level campaigns, and they’ve been built out to be implementable at various
times during the calendar year.

This chart provides a high level overview of local and network level communications from May –
December 2012. The campaigns are broken down in more detail, step by step, in Section Three.


COMMUNICATIONS INITIATIVE          04/12   05/12   06/12   07/12   08/12   09/12   10/12   11/12   12/12



Local CLC Initiatives


CLC Government Outreach


One Week, One Friend



                                                   9
A Term of Learning and Growth



2.6     KEY MESSAGES
The key messages outlined below are general and can be worked into all communications
activities including the three network level campaigns we’ve laid out. Messages directed at
external audiences focus on the benefits and achievements of the CLC Network, while those
intended for internal audiences speak to the benefits available to the CLC Network if it can
speak with one voice and influence the right people.




                                             10
3.0     “CLC GOVERNMENT OUTREACH INITIATIVE”

To reiterate, we propose a two-phased program called CLC Government Outreach Initiative. It
begins with a letter and email campaign in late May. Again, the suggested dates have been chosen
because the federal Parliament is in session, and because we believe sufficient time exists to
prepare. One of the main tactical goals is to get officials to attend a CLC activity so that they may see
the Network in action.


3.1     IMPLEMENTATION STEPS

Step #1     Find one parent, one student and one partner and brief June – Early September
            them on the initiative. During the briefing, show them a
            letter template and ask them if they’ll customize it and post
            it to their MP on May 10
                                                                             June – Early September
Step #2     With others in the CLC orbit (partners, a school principal,
            parents, or program participants) figure out several dates
            and time options in late August/early September for a
            possible conference call with the MP

Step #3     Coordinators and advocates post finalized letters to MPs.        September 13

Step #4     If you have not received a response from your MP re: the 1-3 weeks before
            Conference Call send her/him a reminder email            proposed teleconference
                                                                     date

Step #5     Pitch local media a story about your CLC, its programmes         Two weeks before the
            and/or participants                                              proposed teleconference
                                                                             / meeting

Step #6     Consultants to help pitch a network level story to larger        Mid September
            regional media. Ideally this is published in the first two
            weeks of September

Step #7     Ideally a network level story about the CLC’s appears in a Mid October
            major regional news outlet. At the same time, ideally, your
            local paper runs the piece you pitched them on May 1.

Step #8     Hold the Conference Call with your MP, try to secure their Late September – Early
            commitment to coming to a CLC event at a date of your October
            choosing after October 15th and before December 1st.
            Inform the MP that you plan to invite the media to activity
            he/she commits to attending.


                                                   11
                                                                            After the Conference Call
Step #9      Call the three other officials and invite them to the activity
                                                                            with the MP is over
             that the MP has committed to attending. If you secure their
             commitment, make sure you tell the MP who else is going
             to be present. Inform all that you will also invite the media
             Alert your local paper as to the attendance of the MP and
Step #10                                                                 Before the activity
             local officials.
                                                                         Sometime between
Step #11     The activity with the MP and local officials takes place at
                                                                         October 16-December 1
             your CLC with the media present.



3.2      IMPLEMENTATION TIMELINE

The dates are entirely movable and the campaign’s workback schedule would be similar regardless
of the precise calendar date chosen.

      IMPLEMENTATION STEP          06/12   07/12   08/12   09/12   10/12   11/12   12/12


Identify and brief advocates

Select date for conference call

Post finalized letters

Send reminder email

Pitch local media story

Pitch regional media story

Media coverage target dates

Hold the conference call

Call local officials

Alert local media

Event takes place



3.3      SUGGESTED MEASURES

  Number of responses from MPs from the letter writing campaign



                                                   12
 Number of MPs and other government officials who participate in Conference Calls

 Number of officials who show up to observe a CLC activity

 Number of stories placed in local media

 Number of stories placed in regional media



3.4    Q&A

Q: What is CLC Government Outreach?

A: It’s an initiative that is going on across the CLC network. We’re proud of what we have
accomplished over time and we want to make sure that elected officials are aware of the positive
impact that CLCs and their partners are having in communities across Quebec. Our Government
Outreach Initiative is a way to let decision makers know that we want to keep making life better for
all Quebecers. We’ll be reaching out to MPs, and other officials and inviting them to learn more
about what we are doing.

Q: But why are you doing this? Are you worried about funding?

A: We’re incredibly grateful for the support we receive. The entire CLC network is also fortunate to
have generous partners from all sorts of backgrounds. We’re reaching out to government officials to
make sure they know about the great grass roots community building going on right here.

Q: I am a parent/partner/school principal/participant what can I do to help?

A: There are a number of ways you can get involved in the CLC Government Outreach Initiative. I
have letter template that you can customize, sign and send to our MP in Ottawa. The plan is to post
the letters on September 13, so that MPs from across the province receive many in and around the
same dates. Beyond the letter, we’ll be scheduling conference calls with our MPs so I’d love it if you
could join me. I’ll come back to you with options re the date and time of the conference call.

Q: What are you hoping to get out of this?

A: Simply put, we want to make sure the CLC network is on the radar of government officials. So
we’re hoping to generate some press, and ensure that officials are receiving communication about
our work. One of main measures will be getting officials to come and visit our CLC and see for
themselves the impact of our programs.




                                                 13
3.5       SUPPORTING DOCUMENTS INCLUDED

         One page summary document on the initiative
         Letter template for advocates
         Letter template for coordinators
         Script for emails to MPs
         Script for Conference Call with MPs and other officials
         Sample email pitch for media outreach (to be used if officials show up at CLC to observe an
          activity)




                                                   14
3.6       OVERVIEW



What is CLC Government Outreach Initiative?

         It’s an initiative that is going on across the CLC network. We’re proud of what we have
          accomplished over time and we want to make sure that elected officials are aware of the
          positive impact that CLCs and their partners are having in communities across Quebec.
          Our Government Outreach Initiative is a way to let decision makers know that we want
          to keep making life better for all Quebecers. We’ll be reaching out to MPs, and other
          officials and inviting them to learn more about what we are doing.

What is the goal of this activity?

         Simply put, we want to make sure the CLC network is on the radar of government
          officials. To this end we’re:

                 o Writing letters to MPs

                 o Trying to get our MP to join us on a conference call

                 o Reaching out to media to generate some press

                 o Inviting MPs and other elected officials to attend an event at our CLC

         We’re doing this because we want to let officials know about the work we’re doing and
          the positive impact we’ve had. We also want everyone to know about our partners
          contributions and their commitment to community building.


What YOU can do?


The involvement of all stakeholders is key to getting our CLC (and the whole CLC network) on
the radar of government officials.


There are a number of ways you can get involved in the CLC Government Outreach Initiative.

         Be open to sharing the impact the YOU have seen the CLC have on the community.
         I have letter template that you can customize, sign and send to our MP in Ottawa. The
          plan is to post the letters on September 13, so that MPs from across the province
          receive many in and around the same dates.


                                                15
   Beyond the letter, we’ll be scheduling conference calls with our MPs so I’d love it if you
    could join me. I’ll come back to you with options re the date and time of the conference
    call.




                                            16
3.7    ADVOCATE LETTER TEMPLATE


INSERT YOUR CONTACT INFO HERE




ADVOCATE LETTER TEMPLATE



Dear INSERT MPs NAME,


I am writing to invite you to learn about the Community Learning Centre (CLC) in INSERT
REGION/TOWN (i.e. St. Lambert or Baie Comeau) and the broader CLC network. I hope that you
will join me and others on a conference call on INSERT DATE to learn more about the CLC
initiative. I also hope you will commit to visiting the CLC I run in INSERT SCHOOL NAME and
observing a program sometime in INSERT BROAD DATE (i.e. - “the month of November, 2012”)

In INSERT COMMUNITY NAME the CLC has had a substantial positive impact on the
community. This is also the case across the province where the thirty-seven centres have
helped strengthen communities.


The numbers don’t lie: last year over INSERT TOTAL people participated in programs run by
the CLCs across Quebec, an indication that there is great work going on.

In our community one of the things that is most appreciated about the CLC is that programs are
open to all, regardless of mother tongue or background. It is a truly inclusive place!

I want to share a story about the impact I believe the CLC is having on lives in INSERT TOWN
NAME.

SHARE A MOVING, IMPACT BASED STORY HERE. TELL THE MEMBER OF PARLIAMENT ABOUT
SOMETHING TANGIBLE AND MEASURABLE THE CLC HAS DONE. IT CAN BE ABOUT HOW YOU
SAW A PROGRAM AT THE CLC HELP AN INDIVIDUAL OR A GROUP. TRY TO KEEP THIS
PARAGRAPH BETWEEN 5-7 SENTENCES LONG. BE SURE TO CLEARLY LAY OUT THE
OUTCOME OF INTERACTION WITH THE CLC. (I.E. “As a result of attending the Yoga class at my



                                             17
CLC, Mr X started exercising more often and now eats healthier foods. He’s lost 40 pounds and says
he feels young again!”).


I believe that, as our MP, you need to show support for the great work the CLC is doing in our
community and the impact the network is having across Quebec. Here is what I hope you will
do:

      Express support for the local CLC and/or the CLC network and its activities on the floor
       of the House of Commons
      Attend a Conference Call with other officials and INSERT CLC COORDINATOR’S NAME,
       on INSERT DATE AND TIME
      Visit our CLC for an activity on INSERT DATE BASED ON WHAT’S INDICATED BY CLC
       COORDINATOR (NOTE THIS DOES NOT HAVE TO BE PRECISE - i.e. “in October 2012).


I look forward to facilitating this process and helping you learn about the work being done by
the CLCs and their incredible partners. With your support we can keep building strong
communities and enriching individual lives.


Sincerely yours,



INSERT YOUR NAME AND CONTACT INFO




                                               18
3.8    COORDINATOR LETTER TEMPLATE



INSERT CLC LOGO HERE

                                                                             September 13, 2012

INSERT MPs MAILING ADDRESS


Dear INSERT MPs NAME,


I am writing to invite you to learn about the Community Learning Centre (CLC) in INSERT
REGION/TOWN (i.e. St. Lambert or Baie Comeau) and the broader CLC network. I hope that you
will join me and others on a conference call on INSERT DATE to learn more about the CLC
initiative. I also hope you will commit to visiting the CLC I run in INSERT SCHOOL NAME and
observing a program sometime in INSERT BROAD DATE (i.e. - “the month of November, 2012”)


In INSERT COMMUNITY NAME the CLC has had a substantial positive impact on the
community. This is also the case across the province where the thirty-seven centres have
helped strengthen communities.


The numbers don’t lie: last year over INSERT TOTAL people participated in programs run by
the CLCs across Quebec, an indication that there is great work going on.


In our community one of the things that is most appreciated about the CLC is that programs are
open to all, regardless of mother tongue or background. It is a truly inclusive place!


I want to share a story about the impact I believe the CLC is having on lives in INSERT TOWN
NAME.

SHARE A MOVING, IMPACT BASED STORY HERE. TELL THE MEMBER OF PARLIAMENT ABOUT
SOMETHING TANGIBLE AND MEASURABLE THE CLC HAS DONE. IT CAN BE ABOUT HOW YOU
SAW A PROGRAM AT THE CLC HELP AN INDIVIDUAL OR A GROUP. TRY TO KEEP THIS
PARAGRAPH BETWEEN 5-7 SENTENCES LONG. BE SURE TO CLEARLY LAY OUT THE
OUTCOME OF INTERACTION WITH THE CLC. (I.E. “As a result of attending the Yoga class at my
CLC, Mr X started exercising more often and now eats healthier foods. He’s lost 40 pounds and says
he feels young again!”).


                                               19
I believe that, as our MP, you need to show support for the great work the CLC is doing in our
community and the impact the network is having across Quebec. Here is what I hope you will
do:

      Express support for the local CLC and/or the CLC network and its activities on the floor
       of the House of Commons
      Attend a Conference Call with other officials and INSERT CLC COORDINATOR’S NAME,
       on INSERT DATE AND TIME
      Visit our CLC for an activity on INSERT DATE BASED ON WHAT’S INDICATED BY CLC
       COORDINATOR (NOTE THIS DOES NOT HAVE TO BE PRECISE - i.e. “in October 2012).


I look forward to facilitating this process and helping you learn about the work being done by
the CLCs and their incredible partners. With your support we can keep building strong
communities and enriching individual lives.


Sincerely yours,

INSERT YOUR NAME AND CONTACT INFO




                                              20
3.9       CONFERENCE CALL SCRIPT



Possible Agenda for CLC Conference Calls With MPs (part of CLC Government Outreach
Initiative)


1. Introduction (suggested time 2-4 minutes)

         Thank all participants for joining the call
         Purpose: The purpose of this call is to bring everyone together to talk about the CLC’s
          impact in the community and secure MPs and official support for the continuation of
          activities and enhancements of partnerships
         Introduce all major officials and VIPs


2. Advocate testimonial (suggested time 2-4 minutes)

         Someone who has participated in a CLC program (or whose kids have) explains the
          impact the CLC has had on them/their loved ones
         Questions/reactions from officials


3. Challenges faced by the CLC (suggested time 5 mins)

         Coordinator and/or principals describe the challenges they face in terms of overal
          operation of the CLC
         Questions/reactions from officials


4. Partner testimonial (if this can be obtained - suggested time 5 mins)

         Partner organization shares their view of the benefits of working with a CLC.
         This should include concrete examples of what has happened
         Questions/reactions from officials


5. Conclusion and next steps (suggested time 3-5 mins)

         Wrap up - summary of what’s been said on the call
         Next steps:
             o Secure commitment from MP to visit a CLC on INSERT DATE to see an activity in
                 motion.
             o Secure commitment from other officials to visit CLC on same date
             o (NOTE - be sure to get contact details from each official)

                                                 21
3.10   SAMPLE EMAIL PITCH



Sample E-mail Pitch to a Local Reporter About a Story at Your CLC – government outreach
initiative


Hi INSERT NAME,


I loved your recent piece on INSERT THE MAIN SUBJECT OF ONE OF THE REPORTER’S
RECENT PIECES (i.e. “I loved your recent piece on the county fair”)


I have a local story that might also be of interest. It involves the local Community Learning
Centre, housed in INSERT SCHOOL NAME.


TELL THE REPORTER THE GIST OF THE STORY HERE. IDEALLY THIS IS NOT LONGER THAN 3-
4 SENTENCES (FEEL FREE TO USE BULLETS). WHEN WRITING THIS SECTION OF THE PITCH,
TRY TO TELL THE HUMAN SIDE OF THE STORY.


I believe your readers will be interested in this story and its local angle.


Let me know how else I can help facilitate things.


Thanks,
INSERT YOUR NAME AND CONTACT INFO




                                                 22
4.0    “ONE WEEK, ONE FRIEND” – PEER TO PEER MARKETING CAMPAIGN
As a way of broadening the base of program participants we propose designating the second or
third week schools are back in session as “One week, One friend.” In a nutshell this is a simple
peer to peer campaign where advocates and current participants in specific CLC programs are
asked to recruit one person who has never participated in a CLC program to join them for one
activity at their local Centre sometime during the week.


4.1    IMPLEMENTATION STEPS

Step #1   Brief individuals who run programs at CLCs on this initiative   June 2012

Step #2   Make sure those who run programs have the capacity to June 2012
          accommodate extra participants in programs

Step #3   Brief your CLC’s biggest advocates, school principals, June 2012
          students from other schools in the area and other relevant
          officials on the nature of this programme – specifically that
          over the course of the week designated, they are asked to
          bring along 1 person who has never been to a CLC program
          to the Centre to participate in any of programmes that are
          being run.

Step #4   Put up posters in your school/town, and info about “One Before classes resume at
          Week, One Friend” on your CLCs social media properties. your school

Step #5   Send flyer about the initiative home with elementary school First week of school
          kids.

Step #6   Send email blast about peer to peer campaign to your list (be First week of school
          sure to include other schools in your area) and update your
          CLC’s social media profiles.

Step #7   Take lots of pictures, video and harvest any content from the   During designated
          peer to peer campaign                                           campaign week (either
                                                                          2nd or 3rd week of school)




4.2    IMPLEMENTATION TIMELINE
Again, the date is flexible and the campaign’s workback schedule would be similar regardless of the
precise calendar date chosen.


                                                   23
  IMPLEMENTATION STEP                      06/12             07/12          08/12          09/12


Brief CLC participants

Confirm capacity

Identify and brief advocates

Put up posters

Send flyers home

Email blast

Gather content



4.3     SUGGESTED MEASURES

  Number of new recruits.

  Number of people “introduced” to the CLC and its activities for the first time



4.4     Q&A

Q: What is the “One Week, One Friend” campaign?

A: It’s an initiative going on in CLCs across the province. It’s really about expanding our community.
We’re asking people like you, who have participated in our programs, to bring one friend who has
never been to a CLC program along to one initiative during the week of INSERT DATE (based on
coordinator decision)

Q: Do you care if I bring a friend to a specific class on a specific day?

A: No. We really just want to introduce new people to our CLC. So bring your friend to any
programme we’re running during the week of INSERT DATE

Q: Can I bring more friends or just one?

A: If you want to bring 5, 10 or 50 new people to any of our scheduled programs that is great.
However, all we are asking is that you introduce one friend to the CLC so that they can see what we’re
doing.

Q: Why are you doing this?




                                                      24
A: Thanks to people like you we’ve been able to have a positive impact in the community and have
helped people from many different backgrounds. We want to deepen that impact. Our hope is that
by bringing new people into the CLC orbit we’ll be able to do just that.

Q: What can I do to help you and the CLC?

A: Any help spreading the word is appreciated. Really, our main request is simple: bring one person
who’s never been to the CLC, to one activity during the week of INSERT DATE.



4.5    SUPPORTING DOCUMENTS INCLUDED

                  One page overview document
                  Letter template for Coordinators to use for outreach
                  Suggested status updates for CLC social media properties
                  Sample email copy to publicize initiative




                                                25
4.6.   OVERVIEW

What is the “One Week, One Friend” campaign?

It’s an initiative going on in CLCs across the province. It’s really about expanding the CLC’s
community and creating a better life for the people in INSERT YOUR AREA/TOWN OR REGION

We’re asking people like you, who have participated in our programs, to bring one friend who
has never been to a CLC program along to one initiative during the week of INSERT DATE
(based on coordinator decision).

Why are you doing this?

Thanks to people like you we’ve been able to have a positive impact in the community and have
helped people from many different backgrounds. We want to deepen that impact. Our
hope is that by bringing new people into the CLC orbit we’ll be able to do just that.

Do you care if I bring a friend to a specific class on a specific day?

No. We really just want to introduce new people to our CLC. So bring your friend to any
programme we’re running during the week of INSERT DATE.

Can I bring more friends or just one?

If you want to bring 5, 10 or 50 new people to any of our scheduled programs that is great.
However, all we are asking is that you introduce one friend to the CLC so that they can see what
we’re doing.

What YOU can do to help you and the CLC

Any help spreading the word is appreciated. Really, our main request is simple: bring one
personwho’s never been to the CLC, to one activity during the week of INSERT DATE. We also
have sample status updates for social networks like Facebook that we’d encourage you to use.




                                              26
4.7    COORDINATOR LETTER/EMAIL TEMPLATE

INSERT MAILING ADDRESS IF USING THIS AS A LETTER

INSERT DATE (IF LETTER)


Dear INSERT NAME,


Hope you are well and that you had a restful summer. At the INSERT SCHOOL’S NAME CLC, we
are thrilled to be getting back into the swing of things.


To kickoff the school year, and to build on our vibrant community at the CLC, we are running an
initiative called “One Week, One Friend.” It takes place from INSERT START DATE to INSERT
END DATE.


Here’s the gist of this province-wide initiative. One Week, One Friend is really about expanding
our community.


We’re asking friends like you, who have participated in our programs, to bring one friend who
has never been to a CLC program along to one initiative during the week of INSERT DATE


Why are you doing this?


Thanks to people like you we’ve been able to have a positive impact in the community and have
helped people from many different linguistic backgrounds. We want to deepen that impact. Our
hope is that by bringing new people into the CLC orbit we’ll be able to do just that.


We believe that through tiny gestures great things can happen. So, while the CLC would love it
if you brought more than one friend, all we are asking is that you bring one. More is always
merrier, but we believe that if our best friends introduce one of their best friends to us, great
things can occur. It’s that simple.


Likewise, bring your friend to any programs on offer at the CLC between INSERT START DATE
and INSERT END DATE,




                                               27
Thanks to people like you we’ve been able to have a positive impact in the community and have
supported people from many different backgrounds. We want to deepen that impact. Our
hope is that by bringing new people into the CLC orbit we’ll be able to do just that.


Via the contact information below, please let me know if you’ll try and recruit one new person
to come to a CLC program during the designated week.


Thanks for your generosity and help,

INSERT NAME AND CONTACT INFO




                                             28
4.8       SUGGESTED STATUS UPDATES

Overview:
Below are some sample status updates CLC coordinators can share/suggest to their biggest
advocates before and during the One Week, One Friend campaign.


These are merely suggestions and can be customized. However, advocates and coordinators
should be aware of the following when thinking about social media updates:

         Links to CLC owned media properties are valuable. Advocates should be encouraged to
          paste links into Tweets and Facebook status updates.
         Photos and video typically generate more engagement online than text, and should also
          be encouraged.


Facebook Status Updates:

         Very excited for to introduce new people to our local Community Learning Centre next
          week. For those wanting to expand their horizons check out INSERT LINK TO SOME CLC
          OWNED MEDIA PROPERTY

         Brought my dear friend INSERT NAME to the Community Learning Centre today. Great
          time! Here’s a picture of us UPLOAD PICTURE

         So pleased to have exposed new people to the Community Learning Centre this week!
          Great place, great programs, great people! INSERT LINK TO CLC OWNED MEDIA
          PROPERTY


Twitter Status Updates:



Note - we’d suggest telling advocates who tweet to use the hashtag #1week1friend for all status
updates.

         Such a great time at the CLC today! Introduced INSERT FRIEND’S NAME to INSERT THE
          PROGRAM YOU ATTENDED. Urge you all to checkout INSERT LINK TO CLC OWNED
          MEDIA PROPERTY #1week1friend

         It’s #1week1friend at our CLC. I am bringing INSERT NAME to INSERT PROGRAM. Will
          we see you?

         Check out me and INSERT FRIEND’S NAME at our local CLC INSERT LINK TO PIC
          #1week1friend

                                               29
   Need to know about cool stuff going down in the community? Check out INSERT LINK
    TO CLC OWNED MEDIA PROPERTY #1week1friend




                                       30
5.0       “A TERM OF LEARNING & GROWTH” SOCIAL MEDIA & CONTENT MARKETING
This campaign (with suggested timing of June to December 2012) consists of a province wide
social media initiative aimed at documenting life across the CLC network in artistic pictures. Using
the social network Pinterest, CLCs will post photos online in a central, web based repository. We
believe this campaign can bring CLCs together, engage students, teachers and parents through art
and, potentially, bring new sponsors/partners into the CLC orbit.
         Because the suggested campaign can be run across the entire network, external consultants
          can help setup a central Pinterest page, brand the contest and provide marketing collateral
          to individual schools.
         We hope that schools where CLCs are housed will also get behind this initiative and see it as
          a way to promote art in students’ lives. For the CLC network the prospect of generating this
          amount of visuals holds real promise in terms of media and public outreach.
         The key to getting real engagement and entries in the contest is to repeat it often and via
          many media.
         Friendly local media and a selection of provincial media who cover arts should be pitched
          stories on the campaign after the winners have been declared.


5.1       IMPLEMENTATION STEPS

              PRT, CLCs (if coordinators have time) and other parties to solicit
Step #1                                                                               June 2012
              sponsors for contest and prizes – ideally these are organizations
              involved in photography or the arts and willing to help promote
              the contest. Sponsorship should be secured before end of the
              school year. CLCs not responsible for budgets for prizes
              CLC coordinators brief principals, biggest advocates and any
Step #2                                                                               August 2012
              school staff involved in arts. Goal of the meeting is to see what
              these other parties can do in terms of promoting the contest over
              the course of the term.
              Coordinators put up posters about the contest.
Step #3                                                                               On or before start
                                                                                      of school
              Pinterest account is setup and CLC coordinators set up individual
Step #4                                                                               Early-mid
              pin boards representing their CLC. NOTE – photos should be posted
              to the site as they arrive so that content is constantly updated. New   September 2012
              photos taken by participants should be shared on other web
              properties (Facebook, websites etc).
              Flyers about the contest are sent home with students in backpacks
Step #5                                                                               Early-mid
                                                                                      September 2012
              Emails are sent to CLC’s email lists updating people on the photo
Step #6                                                                               Late September,
              contest and driving them to specific Pinterest pin boards.
                                                                                      late October, late
                                                                                      November 2012


                                                    31
              Winners chosen. Following the decision local media and a few
Step #7                                                                              December 2012
              larger regional outlets are notified about the contest and results.


5.2      IMPLEMENTATION TIMELINE

As with the previous two micro campaigns, the timing is flexible and the campaign’s workback
schedule would be similar regardless of the precise calendar date chosen.


      IMPLEMENTATION STEP             06/12      07/12    08/12    09/12     10/12   11/12   12/12


Solicit sponsors

Brief participants

Put up posters

Set up pin boards

Send home flyers

Send emails

Choose winners



5.3      SUGGESTED MEASURES

Number of CLCs who participate

Number of photos uploaded to central Pinterest site

Number of people who post photos

Number of media mentions about the contest (both local and regional)



5.4      Q&A

Q: What is “A Term of Learning and Growth”?

A: It’s an initiative designed to document, in artistic pictures, life at the CLCs across Quebec. Over
the course of a term we are asking people to take pictures of CLC activities and post them to our
CLC’s pinboard on Pinterest. In December, judges will award two prizes: One to the CLC who has
the best set of pictures and another to the person who took the best photo. So, take some pics this
term when you’re at CLC activities.

                                                    32
Q: Why are you doing this?

A: We’re doing it because a picture is worth a thousand words. The story of this CLC (and the others
across Quebec) is really positive. We think documenting it in artistic pictures will tell it in a unique
and powerful way.

Q: I am not a photographer, this is not for me.

A: You don’t have to be a pro photographer. This initiative is for ALL. It’s about sharing what we do
with the world. Taking pictures is something most of us have done and while there are going to be
great prizes awarded this is really not a competition. It’s about telling the CLC story in artful and fun
way.

Q: What is Pinterest? Why are you using this thing?

A: Pinterest is an online social network that allows people to share pictures with friends. It’s really
easy to use and it fits the CLC network’s needs. Our CLC has a “pinboard” onto which you can post
pictures. The other CLCs also have pinboards, where they’ll be posting their photos. Pinterest
allows us all to check out what else is going on at other CLCs. We’re using Pinterest because it is
simple to use and provides a central place to house all the online content easily.

Q: I’m still not convinced about Pinterest, it sounds complicated.

A: I’d encourage you to check it out. I have a short, one page document that should provide you with
an overview of how to use it (and has our login info). If you have trouble after that, come see me
and I can walk you through uploading a picture.

Q: Who are the judges for the contest?

A: Right now, we’re still working out who the judges and sponsor(s) will be. As soon as I know, I’ll
let you know.

Q: Who can enter?

A: Anyone who participates in a CLC program and is willing to take artistic pictures and upload
them to our Pinterest pinboard can enter. It’s that simple.



5.5       SUPPORTING DOCUMENTS INCLUDED

         One page overview document explaining nuts and bolts of the contest and its timing
         Letter/email for sponsor outreach with facts about the CLC network’s reach
         Briefing document on using Pinterest
         Sample status updates about the initiative (to be used on other social networks)
         Sample email templates for updates on contest
         Sample email pitch about this initiative for media


                                                   33
5.6       OVERVIEW

         A Term of Learning and Growth is an initiative designed to document, in pictures, life at
          the CLCs across Quebec.
         Over the course of a term we are asking people to take pictures of CLC activities and
          post them to our CLC’s pinboard on Pinterest.
         In December, judges will award two prizes:
              o One to the CLC who has the best set of pictures and another to the person who
                  took the best photo.
         So, take some pics this term when you’re at CLC activities.


What is Pinterest and why are we using it?

         Pinterest is an online social network that allows people to share pictures with friends.
          It’s really easy to use and it fits the CLC network’s needs. Our CLC has a “pinboard” onto
          which you can post pictures. The other CLCs also have pinboards, where they’ll be
          posting their photos. Pinterest allows us all to check out what else is going on at other
          CLCs. We’re using Pinterest because it is simple to use and provides a central place to
          house all the online content easily.


Why are you doing this?

         We’re doing it because a picture is worth a thousand words. The story of this CLC (and
          the others is really positive. We think documenting it in pictures will tell it in a unique
          and powerful way. We also view this as an opportunity to get people to create, and
          engage with, art.
         We also think this is a great way to share with other people around the province. The
          CLCs are having a positive impact and we are grateful to all program participants,
          sponsors and partners. We believe that by coming together online we’ll also create
          stronger bonds offline.


Who is this for?

         The short answer is everyone who attends CLC programs (including you!). You certainly
          don’t have to be a pro photographer. It’s about sharing what we do with the world.
          Taking pictures is something most of us have done and while there are going to be great
          prizes awarded this is really not a competition. It’s about telling the CLC story in artful
          and fun way.
         Anyone who attends a CLC program, takes a few pictures and shares them on Pinterest
          can enter.


When does this initiative begin?

                                                  34
      The initiative kicks off in mid September (INSERT PRECISE DATE IF YOU WISH) and
       ends in December at the end of the term


How do I enter/add a photo to my CLC’s pinboard on Pinterest?


There are a few very simple steps:

      Go to www.pinterest.com - we have set up a central account for all CLC
      Login to the Pinterest account
           o User name is INSERT EMAIL ADDRESS WE USE FOR ACCOUNT
           o Password is INSERT PASSWORD
      Select “Add” in the top right hand corner of the screen
      Then select either:
           o “upload a pin” to upload a picture not already housed on a web site (i.e. one from
               your camera or hard drive)
           o or “add a pin” if the photo you took of a CLC activity is already housed online on
               a website
      In the “description” feature be sure to type in your name and where you’re from (i.e.
       John Smith, CLC St Lambert)
      You should also use the hashtag #clcphoto in the description of the photo to help others
       search for your work




                                              35
5.7       SPONSOR OUTREACH LETTER / EMAIL



INSERT RECIPIENT’S MAILING ADDRESS (IF A LETTER)

                                                                                 INSERT DATE




Dear INSERT NAME,


I am writing because I know your organization is passionate about the arts and INSERT
COMMUNITY NAME.


As coordinator of the INSERT TOWN Community Learning Centre, I wanted to let you know
about an arts based initiative that we are launching in September. It is social media initiative
going to be taking place across Quebec. We’ve dubbed it “A Term of Learning and Growth.”


I hope you will consider sponsoring this initiaitve. There is, I believe, great upside for your
organization and its marketing efforts at relatively little cost.


Here’s the gist of A Term of Learning and Growth:


A Term of Learning and Growth is an initiative designed to document, in pictures, life at the
CLCs across Quebec. Over the course of a term we are asking people to take pictures of CLC
activities and post them to our account on the social network Pinterest. (if you have never
heard of Pinterest, it is the world’s fastest growing social network. In essence it is a photo
sharing site)


In December, judges will award prizes. We’d like to have a number but our thinking is that, at a
minimum, we would award one to the CLC who has the best set of pictures and another to the
person who took the best photo. We hope you will consider sponsoring a prize.


Here’s what we can offer you:

         Direct exposure to thousands of people across the province over the course of a 3
          months.

                                              36
      The chance to further position yourself as an organization firmly committed to
       community development.
      Your logo on all marketing collateral.
      Your name as “title sponsor” (in other words we’d call the event “A Term of Learning
       and Growth Presented by YOUR COMPANY”).
      We will be doing local and regional level media relations around the campaign and will
       endeavor to get you coverage if we can secure any.


Again, we feel that shared values and a love of art make this an interesting opportunity. The
story of this CLC (and the entire CLC network) is really positive. The CLCs are having a positive
impact and we are grateful to all program participants, sponsors and partners. By coming
together online we’ll also create stronger bonds offline.


Love to chat further with you about how your organization can get involved as a sponsor of A
Term of Learning and Growth. If you have questions please feel free to contact me at the
number below


Yours sincerely,

INSERT NAME/CONTACT




                                               37
5.8       PINTEREST BRIEFING DOCUMENT



Publishing to Pinterest for A Term of Learning and Growth is quite easy. This document should
give you a few tips and outline some do’s and don’ts


Let’s begin with the most important function, how you get those lovely pictures of activities at
your CLC on to Pinterest:


There are a few very simple steps:

         Go to www.pinterest.com - we have set up a central account for all CLC
         Login to the Pinterest account
              o User name is INSERT EMAIL ADDRESS WE USE FOR ACCOUNT
              o Password is INSERT PASSWORD
         Select “Add” in the top right hand corner of the screen
         Be sure you are adding your photo to the right pinboard. ALL CLCs have their own,
          so please double check this before you go any further
         Then select either:
              o “upload a pin” to upload a picture not already housed on a web site (i.e. one from
                  your camera or hard drive)
              o or “add a pin” if the photo you took of a CLC activity is already housed online on
                  a website
         In the “description” feature be sure to type in your name and where you’re from (i.e.
          John Smith, CLC St Lambert)
         You should also use the hashtag #clcphoto in the description of the photo to help others
          search for your work


Guidelines:

         Please do not “follow” any other people on Pinterest from the CLC account. We are using
          Pinterest in our own unique way, for the purpose of this initiative.
         Please do not repin any images from other CLCs’ pinboards to your CLC’s pinboard.
         Please do not use the “like” feature.
         We reserve the right to remove any offensive material published to the CLC Pinterest
          account.




                                                 38
5.9       SAMPLE STATUS UPDATES



Overview:


Below are some sample status updates CLC coordinators can share/suggest to their biggest
advocates during A Term of Learning and Growth.


These samples are merely suggestions and can be customized. However, advocates and
coordinators should be aware of the following when thinking about updates:

         The more following we can get on Pinterest the better. Use Twitter, Facebook or
          whatever other web properties your CLC has to encourage people to follow your the
          main CLC Pinterest account. Ask your biggest advocate to help you in build up our
          following.
         Links the main CLC Pinterest page from other social media spaces are valuable.
          Advocates should be encouraged to paste links to the Pinterest page into Tweets and
          Facebook status updates.
         Photos from Pinterest are easily shared via Twitter. Definitely try this if your CLC is on
          Twitter.


Facebook Status Updates:

         Very excited for to introduce this great province wide photo contest INSERT LINK TO
          PAGE WHERE THE CONTEST IS DESCRIBED IN GREATER DETAIL
         Are you an amateur photographer? Even if you aren’t, you might want to check out this
          cool initiaitve we are running this term across the province LINK TO PAGE WHERE
          CONTEST IS DESCRIBED IN GREATER DETAIL
         So thankful that INSERT SPONSOR’S NAME has decided to sponsor A Term of Learning
          and Growth. What a great organization! Thanks!


Twitter Status Updates:



Note - we’d suggest telling advocates who tweet to use the hashtag #clcphoto for all status
updates.

         Check out this amazing new contest CLCs are running across Quebec LINK TO PAGE
          WHERE THE CONTEST IS DESCRIBED IN MORE DETAIL #clcphoto


                                                  39
   Some amazing pics taken recently at our CLC INSERT LINK TO YOUR CLC’s PINTEREST
    PINBOARD #clcphoto
   On behalf of this CLC, thanks to USE SPONSOR’S TWITTER HANDLE (i.e.
    @organizationX) for sponsoring our QC-wide photo contest #clcphoto

   Our CLC has got some really neat programs going on this term. Check out this photo
    INSERT LINK #clcphoto




                                        40
5.10   SAMPLE EMAIL TEMPLATE


Dear INSERT NAME,


Hope you are well.


We’re so happy with feedback and participation in the CLC social media initiative, A Term of
Learning and Growth (HYPERLINK THE WORDS “A Term of Learning and Growth to the CLC
Pinterest page)!


If you haven’t checked out the photos people have been posting just click the link above.


Some of the pictures have been amazing. It’s neat to see life at our CLC documented this way
from the perspective of people like you, who participate in the making the centre what it is.


I wanted to share a few pictures from our CLC with you.


INSERT LINKS TO PICTURES ON PINTEREST PAGE - FEEL FREE TO DESCRIBE THE ACTIVITY,
NAME THE PERSON WHO TOOK IT (@TAG THEM IF THEY HAVE A PERSONAL PINTEREST
ACCOUNT), AND EXPLAIN WHAT YOU LIKE ABOUT THE PHOTO


As CLC Coordinator it has been great to see people from our community getting involved with
this initiative. It just goes to show the power of photography.


Thanks to those who have shared pictures on our Pinterest page, and to those who have not
please feel free to contact me to talk about how you can also take part in this province-wide
initiative (which has some AMAZING! prizes)


Yours,
INSERT NAME AND CONTACT INFO




                                               41
5.11     SAMPLE MEDIA PITCH



Overview:
Below is a customizable pitch you can use to alert a local journalist about A Term of Learning and
Growth. Feel free to edit/change whatever you think is necessary. It is simply a guideline.

--------------------------------------------------------------------------------------------------------------------------
-

Dear INSERT JOURNALIST’S FIRST NAME,

I really enjoyed your recent piece on CITE THE TITLE OR SUBJECT OF ONE OF THE TARGET
JOURNALIST’S ARTICLES/SEGMENTS/ETC/

I have something that may also be of interest to you. It has a distinctly local angle and speaks to an
initiative going on across Quebec.

I am the Coordinator at the local Community Learning Centre (CLC) housed in INSERT SCHOOL
NAME.

        We are the 36 other CLCs across Quebec are participating in a social media and photography
         initiative this term. It ends in December (IF THERE IS ALTERNATIVE ENDING INSERT THAT
         DATE).
        Participants - including many youth - are being asked to take pictures that document life at
         our CLC. They then post these to a central Pinterest account (which you can see here -
         HYPERLINK THE WORD HERE TO THE CENTRAL PINTEREST ACCOUNT). At the end of the term
         several photos and a CLC will be selected as winners.
        However, as I have seen this is more than a contest. It has been an amazing way to get
         youth involved in art and expose them to photography.

    I think a story on this initiative, particularly on some of great photos people from our
    community have posted, will be well received by your readers. This community has real talent
    and it is great to see people taking part in INSERT YOUR TOWN’S NAME cultural development.

    I’ve pasted a few picture below and have attached a backgrounder on this initiative.


    INSERT LINKS TO YOUR PINBOARD AND/OR A FEW PICTURES


    I’d really like to help you craft a story on this, so please don’t hesitate to contact me.




                                                           42
Yours,
INSERT NAME AND CONTACT INFO




                               43
6.0    SOCIAL MEDIA TOOL KIT

6.1    INTRODUCTION

This Social Media Kit will enable the reader to get a better understanding of social media and
how to use it to gain awareness for their organization and engage their audience using the tools
outlined below. Your clients and potential clients are going to be talking about you and it’s
important to be a part of that conversation when it happens. Although there is no “one size fits
all strategy” for any organization, this social media kit will provide you with a better
understanding of popular social media forums, how to use them to your advantage, and key
points for being successful using that outlet.

What social media sites will work for your organization depends on your goals, resources,
culture, risk tolerance, openness to change, audience, and management, among other things. As
you go through this Social Media Kit, you should have attained a better understanding of what
will work for your organization by answering questions such as who is our audience and what
you hope to achieve through social media. The next section will help you develop a social media
strategy by asking some key questions.

Now that you’ve figured out what you want out of social media, we’ll take you through some
key Do’s and Don’ts for social media, followed by guides on how to use Facebook, Pinterset,
Youtube, Twitter, Email Marketing, and Mailchimp. Lets not forget, no strategy is complete
without having the tools to measure its success. Hootsuite is an application containing an entire
set of tools to manage, track, analyze and schedule your social network media campaigns. The
final section outlines how to measure your social media efforts.


6.2    WHAT IS SOCIAL MEDIA?

Social media is best understood as a group of new kinds of online media, which share most or
all of the following characteristics:


Participation
Social media encourages contributions and feedback from everyone who is interested. It blurs
the line between broadcaster and audience.
Openness
Social media services permit feedback and participation. They encourage voting, comments and
the sharing of information. There are rarely any barriers to accessing and making use of
content.
Conversation
Whereas traditional media is about “broadcast” (content transmitted or distributed to an
audience) social media is better seen as a two-way conversation.



                                               44
Community
Social media allows communities to form quickly and communicate effectively. Communities
share common interests, such as a love of photography, a political issue or a favourite TV show.
Connectedness
Most kinds of social media thrive on their connectedness, making use of links to other sites,
resources and people



6.3      DEVELOPING A SOCIAL MEDIA STRATEGY IN 7 EASY STEPS

Before you begin, commit to worrying about social media tools last, not first. Why? Because
tools will change. They always do. There was a time when Netscape seemed invincible. Yahoo,
too. Myspace also. If you fall in love with tools, you’ll constantly be changing directions, with no
real plan to guide your way. Answer these 7 questions and you will have a strategy in place.


      1. What’s Your Pitch?
         Try to describe what you do does in 120 characters or less?

      2. What’s the Point?
         What type of program is this? Awareness, driving Participation in your programs,
         advocacy, etc? Pick one.

      3. What’s Your Relationship with Your Audience?
         What does your audience know about you today?

      4. How Does Your Audience Use Social Media?
         If your audience skews older, you may not want to engage in a lot of “make a video”
         contests, since that segment indexes low on the “Creator” scale.

      5. What’s Your One Thing?
         What’s the soul of your CLC? What’s the one thing that defines you – and it’s not
         features and benefits. Volvo = Safety. Apple = Innovation. What’s on the other side of
         your CLC’s = sign?

      6. How Will You Be Human?
         Social media is about people, not logos. How will you let down your guard? You’re small
         so this should be pretty easy.

      7. How Will You Measure Success?
         Lots of ways to measure social media success, so make sure you determine your social
         media metrics BEFORE you get started.

Answer these questions and you can worry about platforms, tools, and tactics.



                                                 45
6.4    SOCIAL MEDIA DO’S

What was the purpose of this again?
Remember why you’re using social media in the first place. By setting a set of realistic and
attainable goals you will be able to test what works and what doesn’t and adapt your online
marketing strategy from there.

Pick your platforms carefully
You probably don’t need to have 6 different social media platforms. Pick 1 or 2, based on what
your audience and prospective audience is using and try to get these right. It is much easier,
especially when starting out, to manage only a few accounts. Before picking a platform ask
“why would I open an account here?” and “what would I use it for?”

Save time, re-purpose content
While repurposing content is a great tactic it is important to be thoughtful about the way that
you are doing it. Simply spitting out the same information over and over again will not work.
 Be sure to change elements of what you share/post in order to either highlight different
information within the post or target a different segment within your audience. Also
understand that certain types of content work well on certain platforms and less well on
others. As an example, a video might generate a lot of attention and views on a site like
Facebook but on Twitter it might get ignored.

Interaction is where it’s at!
Social media’s a conversation. Take some time to comment or interact with your current and
prospective followers to show that you’re there, and you care about what they are saying. A
simple tactic is to ask questions that inspire a response.

Share multiple media types on your social media platforms. Especially rich media
Pictures are the lingua franca of the internet. They generate far more referral traffic,
interactions, and get shared more often than any other type of content on the social web. Be
sure you are using pictures as well as video on your social properties.

Keep calm in the face of disagreement
People will occasionally complain about your CLC via social media. This is absolutely fine,
provided they do it in a respectful manner. Don’t delete negative comments posted by your
community on a social media site. Don’t ignore them either. Respond respectfully and quickly
and don’t forget that no one agrees with you 100% of the time.


6.5    SOCIAL MEDIA DON’TS

Hello? Is anyone listening?
One of the worst things that you can do is ignore your audience. Deleting information or simply
refusing to answer are to be avoided unless absolutely necessary due to offensive content.


                                              46
Have you ever tried to have a conversation with a robot?
At one time or another you’ve found yourself screaming at the automated help desk for your
credit card company beyond frustrated that you couldn’t speak with a live representative. Try
to spare your online audience of the same exasperation and create thoughtful and
conversational content.

I know you are but what am I?
It is difficult if not impossible to take things back once you’ve said them online. There is
nothing wrong with disagreeing with audience members, colleagues, or competitors but there
is no need to be impolite. If you take a “do unto others approach” you will save yourself a lot of
damage control.

Accounts covered in an inch of dust
If you cannot commit to using a platform on a regular basis and setting it up in a way that
clearly represents you then what is the point. Don’t do it just to do it. Your CLC should start
small - maybe with a presence on just one social network.

One size does not fit all
All social media sites are not created equal. You must consider not only the type of interaction
that typically happens on a given platform but also the audience we are trying to reach with
that platform. If your social strategy for Twitter, Facebook, and LinkedIn are all exactly the
same you may want to reconsider your plan because people use these sites in different ways,
have different expectations about behaviours when they visit them, and get different value
from each.

The nameless & faceless group from organization XYZ
Simply put: to order to make friends online you need to be friendly and show your human side.
 Part of being friendly means adding a personal note to your social media profiles. Snap
some impromptu photos around the workplace and share a little bit about some of the key
team members. .

We really care about you. Just kidding!
Handle your CLC’s online community with the same care that you would your other business
relationships.


6.6    FACEBOOK

Facebook is a social networking service and website launched in 2004. As of December 2012,
Facebook has more than 845 million active users, meaning that if it were a country it would be
the third largest on Earth. Users must register before using the site, after which they may
create a personal profile, add other users as friends, and exchange messages, including
automatic notifications when they update their profile. Additionally, users may join common-
interest user groups, organized by workplace, school or college, or other characteristics, and
categorize their friends into lists such as "People From Work" or "Close Friends” Facebook

                                               47
allows any users who declare themselves to be at least 13 years old to become registered users
of the site.

Facebook “Pages” are for organizations to share their stories and connect with people. Like
“timelines,” (this is what Facebook now calls personal pages) you can customize brand Pages
by adding apps, posting stories, hosting events and more. People who like your Page get
updates in their Facebook News Feed.

If you don’t already have one, you can create and manage a Facebook page for your CLC from
your personal account.

Tips on Connecting and Sharing With Others via Facebook
         Commit to posting on your organization’s page a fixed number of times per week. (This
          should probably be at least twice per week).
         Photos and video are the lingua franca of the internet. Your CLC generates a lot of
          “photo-worthy” moments. Seize this opportunity and make sure your posts contain
          pictures or video. You will, in all likelihood, see much greater interaction around posts
          that contain rich media.
         Share useful articles and links to presentation and valuable resources that interest your
          advocates, partners and community.
         Share survey or research data that is pertinent to your CLC’s activities and community.
         Consider ways to integrate Facebook with other social media tools like Twitter. For
          example, when someone asks question on Twitter, you can answer in more detail on
          Facebook (as it allows for more than Twitter) and link to the Facebook posting via
          Twitter.
         Add your organization’s Facebok URL to your email signature and any marketing
          collateral (cards, flyers, etc.) so prospects can learn more about you.


Further Reading:

http://www.insidefacebook.com/2010/02/12/10-tips-for-non-profits-on-facebook/

http://www.jeffbullas.com/2009/06/24/how-non-profits-can-use-social-media-facebook-
edition/


6.7       PINTEREST

Pinterest is the fastest growing social media site in human history. It launched in March 2010,
and now has over 12 million users. It has tapped into the web’s love of photos and its rise
speaks clearly to the fact that pictures are the dominant medium on the internet.


                                                 48
Pinterest is a pinboard-style, photo sharing website that allows users to create and manage
theme-based image collections. Users can “follow” others, and browse their pinboards for
inspiration. This includes 're-pinning' others’ images to their own collections and/or 'liking'
others’ photos. Pinterest's mission is to “connect everyone in the world through the ‘things’
they find interesting.".

Pinterest allows its users to share 'pins' on both Twitter and Facebook, which allows users to
share and interact with a broad community and helps drive more referral traffic.

The main appeal of Pinterest is that the site is exceptionally easy to use. Everyone can create
themed “pinboards” where they pin images that are all the same size. By clicking on particular
pictures, users are taken to the site where the photos originate from.

Tips for using Pinterest:
Use other social networks to feed Pinterest
To get the most number of eyeballs use established accounts (if you have them) on sites like
Twitter and Facebook to point people to Pinterest.

Promote more than yourself
The temptation for any organization is to post pins only for programs and services you offer. It
is key to post interesting news tidbits, tips, and/or products from other sources besides your
CLC. Pinterest users are savvy in spotting a board that is too self-serving.

Further Reading:

http://www.johnhaydon.com/2012/01/12-ways-use-pinterest-for-your-nonprofit/
http://www.johnhaydon.com/2012/01/12-ways-use-pinterest-for-your-nonprofit/
http://nonprofitorgs.wordpress.com/2012/04/02/five-pinterest-best-practices-for-
nonprofits/
http://nonprofitorgs.wordpress.com/2012/04/02/five-pinterest-best-practices-for-nonprofits/
http://nonprofitorgs.wordpress.com/2012/04/02/five-pinterest-best-practices-for-nonprofits/

6.8    YOUTUBE

Youtube is the world’s largest video sharing service, with over 100 million videos viewed every
day. Members of Youtube can upload videos or create their own “channels” of favourite videos.
The sometimes viral nature of Youtube videos is enhanced by a feature that makes it easy for
people to cut and paste videos hosted by youtube directly into blogs.

Tips for using Youtube:

Tag your videos
It’s crucial to tag your CLC’s videos with the right set of keywords. Judiciously choose your
keywords based on your programs, partners and even participants.


                                                 49
Call to action
People love to get involved on social networks and YouTube is no exception to that rule. There
are a variety of ways in which your CLC can promote call to action for users such as: Ask your
community to subscribe to your CLC’s channel, share a video with their friends or comment on
videos your CLC has published. These can help drive traffic to your website and increase the
overall reach of your offerings.

Further Reading:

http://www.nonprofitmarketingblog.com/site/5_essential_youtube_tips_for_nonprofits/


6.9    TWITTER

Twitter is an online social networking service and microblogging service that enables its users
to send and read text-based posts of up to 140 characters, known as "tweets. The service
rapidly gained worldwide popularity, with over 140 million active users as of 2012, generating
over 340 millions tweets daily and handling over 1.6 billion search queries per day. It has been
described as "the instant messenger of the Internet."

Getting started
    Build an account and immediate start using Twitter Search to listen for your name, your
       partner’s names, words that relate to your space. (Listening always comes first.) We
       suggest adding a picture to your CLC’s account (i.e. not just using the logo).
    Talk to people about THEIR interests, too.
    Point out interesting things in your school/community, not just your CLC. Share links to
       these other initiatives as well.

Ideas about WHAT to tweet
    Instead of answering the question, “What are you doing?” answer the question, “What
       has your attention?”
    When promoting a piece of content, ask a question or explain what’s coming next,
       instead of just dumping a link. (I.E - “Our CLC has a great zumba class next week INSERT
       LINK”)
    Ask questions. Twitter is great for getting opinions.
    Follow interesting people. If you find someone who tweets interesting things, see who
       she follows, and follow her.
    Tweet about other relevant organizations - i.e. your CLCs partners, sponsors etc -
       activities
    When you DO talk about yourself/your activities, make it useful. Give advice, blog posts,
       pictures, etc.
    Share the human side of your CLC/school/schoolboard/partner organizations, etc.
    Share pictures via apps like Instagram and Twitpic. Your CLC has many great visual
       moments in a day.


                                              50
Some sanity for you
    You don’t have to read every tweet.
    You don’t have to reply to every @ tweet directed to you (try to reply to some, but don’t
      feel guilty).
    Use direct messages for 1-to-1 conversations if you feel there’s no value to Twitter at
      large to hear the conversation.
    Learn quickly to use the URL shortening tools like TinyURL and bit.ly. In a 140 character
      universe like Twitter, being able to shorten links is very useful. Both of these services
      will help in this regard.
    Commenting on others’ tweets, and retweeting what others have posted is a great way
      to build community.

Further Reading
http://www.echoditto.com/insights/best-practices-non-profits-twitter


6.10   HOOTSUITE

In this era of white noise, there are not enough hours in the day for social media. Hootsuite can
be a saviour. Hootsuite is a web based application containing an entire set of tools to manage,
track, analyze and schedule your social network media campaigns.
This web application let the user post to multiple social media sites, such as Twitter,
Facebook, and Linkedin at the same time. It also allows a busy CLC coordinator to
 schedule tweets and updates. For example, if fans and followers should be updated
about a blog update for tomorrow, the tweet/Facebook post can be scheduled today.
HootSuite‘s user interface takes the form of a dashboard, and supports social network
integrations for Facebook, Twitter, LinkedIn, Google+, Foursquare, Mixi, MySpace, Ping.fm, and
WordPress. Additional integrations are available via HootSuite’s App Directory which includes
support for Tumblr, Trendspottr, Constant Contact, Digg, Flickr and YouTube.

Why is Hootsuite worth exploring?

Simpler to handle multiple accounts.
The HootSuite interface allows you to post to multiple social networks at the same time. This
means you can put a status update about your CLC onto both Facebook and Twitter at the exact
same moment.

Much more flexible layout.
Hoosuite uses “Tabs”in its layout. A tab can represent a Twitter profile, a particular keyword
search, virtually whatever you would like it to be. The amount and width of columns in any
given tab may be customized. This allows you to arrange columns in a very rational sequence
for the information you are tracking.

HootSuite is internet based.


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HootSuite is web based, so that it won’t affect the performance and speed of the computer.
There is nothing to be saved on a hard drive.

HootSuite offers statistics.
This is an imporant feature. Any links which are shortened within HootSuite using their native
service Ow.ly may then be tracked inside the program’s dashboard. It records the amount of
clicks on your entire body of links as a whole, or clicks on a particular post in a given period.

The capability to schedule tweets and posts.
With HootSuite you can schedule everything. This is a great feature because you tweeting or
Facebooking about your CLC’s activities on a Saturday may not be on your agenda. if,
howeverm that is when your followers respond you should do it. Hootsuite will let you
schedule postings for the optimum times.

Getting Started with HootSuite

Step 1: At the home page, click "Sign up now". Enter your required information, and then click
"Create Account”

Step 2: Add a Social Media Profile. First, click the Launch Bar at the top left hand corner of your
screen. Go to “Settings” select “Social Networks” and click the "Add Social Network" button, and
it’s done!

Step 3: To access the HootSuite Launch Menu, click the Launch Bar on the upper left hand
corner of your screen.

Step 4: To start posting updates click inside the “Compose” field and type a message. Then,
select a social network from the list on the right and click “Send Now”.

Step 5: To add a column or stream to start monitoring your networks. Click the “+ Add
Streams” button at the top of the page to create a column for Home Feed, Mentions, Search, etc.

Step 6: Reply, retweet, direct message. Hover your mouse over a tweet, and choose to reply,
retweet, or direct message by clicking the buttons that appear in the top right corner.

Step 7: Twitter Search. At the top right corner is the “Twitter Search” field. Enter a search term
in the "Search Twitter..." field, then press "Enter".

Step 8: Fit more columns on a screen. Want to see more? Take a look at the toggle bar near the
top right corner of your screen. Shift right or left to adjust column widths so you can fit more
in.

Further Reading:

http://help.hootsuite.com/entries/210935-hootsuite-quick-start-guide

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6.11   HOW TO MEASURE YOUR SOCIAL MEDIA EFFORTS

Step 1. Understand How Social Fits in Your CLC’s marketing
Remember, the goal is not to be good at social media, but to be good at what you do with the
help of social media. Thus, you first have to understand your organizational objectives, and
how social media can support them.

Step 2. Know What You Can Measure
Not every organization has access to the same metrics. Understand what is possible, and then
remove metrics that aren’t relevant.

Step 3. Select Metrics
Once you’ve gone through the first 2 steps, you can pick actual metrics that make sense for you.
Pick them BEFORE you get heavily involved in social media, to reduce the temptation to pick
metrics that support your position down the road.
It would be best to pick approximately 3 metrics, and seeing how they “fit” for your
organization. Sometimes measuring too many things is worse than measuring too few.

These might include, among many other things:
1) Number of folllowers/fans. Very simple. Though size is not everything in social media,
having a critical mass of followers/fans helps. It is important to measure the changes in fans
and followers over time.
2) Amount of engagement (comments/likes/replies/retweets, etc) on your social media
properties. Programs like Hootsuite and Facebook will track these things.
3) Referrals from social media. You can ask people in your CLC’s programs how they found out
about a program you offer, or where they go to get info on the activities at your centre. If
enough cite your social media properties you’re getting value out of those activities.

Step 4. Share the Data Widely
If you want support for your social initiatives, it will help if others in your CLC’s orbit have an
understanding of how your metrics are stacking up. Don’t treat social media results like the
nuclear codes. Sharing the results will inspire the internal discussions and ideas necessary to
take your programs to the next level.




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7.0    EMAIL MARKETING AND E-NEWSLETTERS


7.1    INTRODUCTION

Email is a great way to directly connect with your community. It is very personal and tends to
generate responses.

It can take time to develop a large email database and get the responses you want, but there are
some email marketing tips you can apply immediately, whether you have a list of 50 or 5,000.

Focus on One Message
If you’re sending non-newsletter email blasts - likely plain text messages about an event at your
CLC or in the community - stick to one primary message. The more information you pack into
an email, the higher the chance the recipient’s eyes will glaze over and they’ll hit delete. Subject
lines need to be short and punchy. In a world of short attention spans subject line writing has
become crucial.
Email newsletters - i.e. a “monthly digest” about goings on at your CLC, laid out in a more slickly
formatted way - are expected to provide bits and pieces of several messages. That said, you
should still keep your newsletter blurbs short and to the point, making the information easy to
grasp. If you do decide to do “monthly e-newsletters about your CLC, remember that you want
to essentially curate information and serve the reader a selection of smaller, varied pieces.

Customize Your Message
Use the recipient’s name in your message whenever possible. Something as simple as
customizing the email in this way can make the recipient more likely to read through and act
on your message. Most services, including the one we recommend below, will allow for you to
pick this as an auto-option, saving you a lot of time.

Include a Call to Action
Each email you send should spell out exactly what you want the recipient to do. Make links
obvious and call attention to any special directions you are providing. And it’s okay to be
repetitive when it comes to the call to action – include it toward the top of the message and
mention it again at the end.

Plain Text is Fine
Some people say you need to send emails using fancy templates with colours, branding, etc.
You don’t. It is OK to use plain text as long as you have messages that resonate. Mailchimp, the
service we recommend using, offers templates should you wish to use them.

Watch Your Stats




                                                54
Mailchimp provides campaign statistics so you can monitor the number of opens, clicks,
bounces and unsubscribes. As you get started with email marketing, try a few different formats
and link placements and then compare the stats to gauge your success..

Content Matters
Make sure your message content matches what subscribers signed up to receive. The top
reason people unsubscribe is that they feel the information is no longer relevant.

More message content guidelines:
    Be careful about adding extra images, flash or video: it can reduce click-through rates.
      Most people receive the message without the images showing
    Make sure your main call-to-action is written in text and not an image

Consistent Frequency
Receiving too many emails is the second major reason people choose to unsubscribe or label
your email as SPAM. Sending consistently, without sending too much, is the best approach.
Send your e-newsletter on a regular schedule.

Examples:
    Weekly information email: Weekly on Tuesday at 2 p.m
    Email Newsletter (i.e. digest): Monthly on 3rd Wednesday at 11 a.m
    General marketing email about your CLC’s programs: Monthly on the last Thursday at 2
      p.m.
    Doing this will allow you to clearly measure what time of the day/month works best

Test, Test, Test
If you feel your metrics are not on the mark, there are several ways you can try to improve
them:
     Test your "Subject" lines. Try a couple different approaches with your "Subject" line and
        send them to small segments of your list to determine what attracts a greater open rate.
     Timing. What day and time of the week are you sending your emails? Try sending your
        newsletter to different segments of your list at different times and days of the week to
        determine which result in higher open rates. NOTE - most people read marketing
        emails/email digests from organizations in OFF business hours. So try scheduling your
        messages for after work or on the weekend and see what happens (MailChimp allows
        you to schedule email blasts so don’t worry, you won’t have to work on Saturday
        morning)
     Content. Take another look at your message content and see if it can be improved and
        more targeted to the recipient's needs and interests.

7.2    MAIL CHIMP – FREE EMAIL MARKETING SOFTWARE AND MANAGEMENT

We’ve referred to this tool a lot throughout the document. MailChimp helps you build an email
database, design email newsletters, send them, share them on social networks, integrate with


                                              55
services you already use, and track your results. It's like your own personal publishing
platform for emails.

Build a list.
On MailChimp you can customize your signup form to match your brand. You can also display
the signup form on a website and integrate it into your Facebook page. You can even collect
signups from an iPad or laptop. Existing lists can be imported into MailChimp is a snap, no
matter how it's formatted. For more embedding a signup form to your email list see the
following links:

http://kb.mailchimp.com/article/how-do-i-create-my-signup-form
http://kb.mailchimp.com/article/how-can-i-add-my-signup-form-on-my-website
http://www.youtube.com/watch?v=H5mS-bBYwCc

How to set up signup forms on your Facebook page:

Step 1: Once you've got a MailChimp account if you wish to put a signup form on your Facebook
page, go to Account then under “Extras” click “Integrations.”

Step 2: Click the grey arrow beside where it says “Facebook”

Step 3: In the configure page drop down menu, choose the Page you want to configure.

Step 4: In the list to use drop down menu, choose which list's form you want on this page. If you
don't want a form on this page, just choose no list connected.

Step 5: Click the yes for use signup form tab to activate the tab on the page. This will open
additional options for the form.

Step 6: In the form theme drop down, choose which form style you'd like. If you choose My List's
Theme (default), your signup form will look like your MailChimp hosted signup form. If you
select Facebook-esque, your signup form will blend more into Facebook's overall look.

Step 7: Assign a name for your tab. This is what will show on your Facebook page for visitors to
click to access the signup form.

Step 8: Click save and wait for confirmation that your changes have been saved!

For more information:
http://kb.mailchimp.com/article/how-do-i-add-a-mailchimp-sign-up-form-to-my-facebook-
fan-page

Using MailChimp to run an email campaign

Create a template (if you want to use this feature)

                                               56
Choose from dozens of pre-designed templates, or use the start-from-scratch template builder
for more customization. If you’re an HTML expert, you can code your own with flexible
template language. Again, we know your CLC might not need a template - and indeed plain text
email marketing campaigns are fine - we’ve included this just in case you want to try it out.

Send your campaign.
You can send a campaign to your entire list, or divide your list into groups and segment by
interest, location, or activity. RSS-to-Email and Autoresponders allow you to create automated
campaigns. Add Social Sharing buttons to your template, or share a link to the web version of
your campaign after it goes out.

For more on segmenting emails campaigns based upon reader preferences see:
http://mailchimp.com/resources/research/effects-of-list-segmentation-on-email-marketing-
stats/

Track your results.
MailChimp’s free reports tell you who’s opening, clicking, and coming back for more. They’re
available for iPhone and Android too. Tweet Trends gives you insight into your subscribers’
activity on Twitter, and Google Analytics integration gives you advanced stats on how your
campaigns affect traffic to your website.

MailChimp offers a variety of different features that lets you track your results that can help
you help gauge the overall effectiveness of your social media efforts:

Interactive Graphs
Interactive graphs show you how many emails were delivered, how many people opened your
email, what percentage clicked, and more.

Opens by Location
See where your CLC’s email subscribers are located

Bounces
Find out which email addresses bounced and why — MailChimp will automatically determine
whether to retry the send or permanently delete the contact from your list.

Unsubscribes
You don’t want to be sending more emails to people who’ve unsubscribed. MailChimp tell you
who unsubscribed from your list, and keep track of them so you can’t accidentally add them to
your list later.

Subscriber Activity Reports
If you want to dig even deeper, Subscriber Activity Reports give you a real-time report for
every subscriber’s email activities: when they opened, what they clicked, and when they came
back. You can even generate a list of people who didn’t open, and send them a modified
campaign.

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VIP Reports
If you need to give someone access to a campaign report but don't want them to have access to
your MailChimp account, then set up a totally rebrandable reports page for your partners or
co–workers.

Click Maps
See what attracts people with MailChimp's email clickmap overlay. Are your readers' clicks
mostly near the top? Do they like pictures or text links better?

Campaign Reach
Analyze stats that tell you how many people your CLC’s email reached, including social
channels, all in one convenient spot.

Eventbrite360
Create event invitations and sell tickets to your CLC event (if needed) with Eventbrite, and then
keep track of how many tickets are sold and who bought them.




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8.0       MEDIA RELATIONS

8.1       OVERVIEW AND BEST PRACTICES

When your CLC interacts with the media it is important to remember to follow a few essential
guidelines that will help make the process easier and more effective. Remember, media
relations is about building relationships. Journalists are working hard and have lots of stories
pitched to them every day. It is your job to make your story stand out and show the journalist
that it is newsworthy. Thankfully the work of CLC’s is impactful and relevant to a local
audience.


Below are a few helpful dos and don'ts when it comes to media relations.
         DO be honest with the media. This does not mean that you have to share every detail
          or confidential/private information. You do need to be truthful with everything you say
          and not fabricate information.
         DO be reasonably accessible. Journalists work on tight deadlines so this is key. No one
          is saying you need to be “always on,” just that journalists are a group you want to get
          back to relatively quickly. Also remember to always provide your contact information
          when dealing with media.
         DO send pictures, videos, and anything that might be important to the story or
          what the journalist might need. If you provide everything to the journalist upfront it
          will mean a better working relationship. You want to make it as easy as possible for the
          journalist to write their story.
         DO brief all potential spokespeople. The media want to speak to the right people.
          This could be the school principal, program participants, or you. Whoever it is (or might
          be) should be properly briefed on the nature of the interview, potential subjects and
          issues.
         DON'T pitch to the wrong person. We understand CLC coordinators are tight on time,
          but it is very helpful to do a bit of research on what subject a journalist covers before
          pitching them on story. Someone who writes about cars may not take kindly to a pitch
          centred around adult literacy.
         DO remember to incorporate a clear statement about why a story is news worthy
          when you pitch journalists. This is often as simple as saying “I believe this story is
          relevant to your audience because of X and Y reasons”
         DON'T make your pitches long. Journalists get bombarded with pitches every day. Get
          to the point and remember to keep it: simple and concise.
         DON'T ask for the journalist's interview questions in advance or ask to see the
          story before its printed. These behaviours tend to incure the ire of media.



                                                 59
         DON'T send incomplete or incorrect information. You do yourself and your CLC a
          favour by making it easy for the journalist to write their story. Sending pictures or
          video, if you have them handy, are good ideas and help round out the facts of a story.


8.2       MEDIA ADVISORIES

Below, we have laid out a sample media advisory template and provided a fictitious example
that we hope illustrates how to use it.

Some things to remember about media advisories:
         The goal of an advisory is usually to get the media to come to a specific place, at a
          specific time, and cover something.
         Advisories are used to “advise” the media of a newsworthy happening. This means you
          use them BEFORE an event takes place. The purpose of an advisory is to tell the media
          the “what, where, when and who” of an event. It is important that these facts be laid out
          as per the example below. There should be a “news hook” in the “what” section -
          something that explains the newsiness of the happening you are advising media about.
         KEEP IT SHORT AND CONCISE. An advisory should NEVER be more than one page long.
         Advisories are best sent 1-3 weeks before the event AND AGAIN 1-2 days before the
          event.
         After you send the second advisory it is OK to phone an outlet to confirm that they got
          the advisory and ask if they plan to cover the event/happening you have pitched them
          on.
         Send advisories to either one or all of the following: 1) target reporters you think might
          be interested in an event and 2) assignment editors (if you know who they are) and 3)
          general “newsdesk” or “newstips” email addresses if you have these.
         Advisories are best sent in the early morning between Tuesday and Thursday
         Press releases and advisories often get mixed up. To be clear: Advisories go out
          BEFORE an event and press releases go out AFTER an event.




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8.2.1 Advisory Template

MEDIA ADVISORY (these words always go here on an advisory)
                                               (Always put the date here) April 27, 2012

(Make sure the headline is snappy and in italicized, bolded lettering that is slightly bigger than
     the other text. Be sure to capitalize all words save conjunctions like “and: and “at”)
  Mayor and MP Honour Local Student at Community Learning Centre
 (The sub heading should also be bolded and italicized but should be smaller font size than the
        main heading. Only capitalize the first word of the subhead and proper names)
   Elmvale high school student Jane Smith recognized for her work as an adult literacy
                                           volunteer

WHAT: (Describe what you are doing in 3-5 sentences)
The Mayor and MP of Town X will be on hand to honour local high school student Jane Smith,
         of Elmvale for her work as adult literacy volunteer at the CLC. Smith’s work has
         been invaluable to the progress of participants in the adult literacy program. Smith
         has planned special events that have raised over $5000 for the program. On May 11,
         she will receive an award from the Mayor and MP. Over 100 people should be in
         attendance.

WHEN:     (Include the date and time)
              Friday May 11, 2012 at 11 AM

WHERE:     (Make sure you state the precise place)
             Eastern Entrance
             Elmvale High School
             1234 Main St
             Montreal, Quebec

INTERVIEW OPPORTUNITIES: (List the name of all people who will be available to speak
to media and include their titles)
      John Doe - Principal of Elmvale
      Jason Jones - CLC Coordinator at Elmvale
      Janet Stevens - MP
      Marcia Abrams - Mayor of Town X

For more information please contact:

          Jason Jones
          CLC Coordinator - Elmvale High
  (514) 999 - 9999
           jjones@gmail.com

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8.3       PRESS RELEASES

Press releases are meant to provide media with information they can use to craft a story. The
template below uses the same fictitious example to illustrate some of main guidelines and best
practices.

A few things to remember about press releases:
         You should generally try to keep releases to under one page
         The headline matters immensely - make it short and try to include keywords and your
          organization’s name
         Send a press release out immediately after your event is over or just as it begins.
         The best times to send press releases are in the morning, between Tuesday and
          Thursday
         Press releases should go out with photos and should contain quotes
         Send releases to the same people you sent the advisory to.
         Include a web link or two in every release
         Make sure contact info is clearly displayed




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8.3.1 Press Release Template

FOR IMMEDIATE RELEASE (these words always go here)

                                                                            Monday May 14, 2012

  Student Jane Smith of Town X honoured by Local Officials for Fundraising Efforts at
 Local Community Learning Centre (the headline should summarize the news/happening)

MONTREAL, QC (May 14, 2012) (Always write the date like this) - Jane Smith, of Elmvale High
School, was today honoured for work at the local Community Learning Centre (CLC). Smith
raised a whopping $5000 for the CLC adult literacy program.

On hand at Elmvale for today’s 11AM ceremony were local MP, Janet Stevens, Mayor Marcia
Abrams, and about 50 other people.

“Janet is a great example of what young people can do if they set their minds to it. I am deeply
touched by her efforts and applaud the local CLC for enabling her,” said Stevens, MP for the
Riding of Lac St Louis.

Smith, who is sixteen and lives in Beaconsfield remains committed to helping the cause.

“I hope this is just the beginning,” she said. “Kids my age can do great things if we put our
minds to it.”

Money raised via Smith’s fundraising efforts is going to do a number of things including
purchase state of the art, software and textbooks for use in the CLC.

“Janet is a great kid,” said CLC Elmvale Coordinator Jason Jones. “The $5000 she raised will go a
long way to buying new books for the participants to read.”

For more information on the CLC visit www.clc.com or call (514) 123-4567

Media Contact: (be sure to bold these words)
Jason Jones
CLC Coordinator - Elmvale
(514) 123-4567
jjones@gmail.com
www.clc.com
                                               - 30 -
(Always put the “-30-” here. It tells media that they can quote anything above the -30-)



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You can insert what is called a “Boilerplate” here. It is typically a short paragraph about your
           organization that offers a high level description of the mandate and mission. As a
           rough example see below:

The Community Learning Centre of Elmvale High School is part of a province wide network of 37
        CLCs. These centres are mandated to promote community development across the
        province. The CLCs offer a variety of enriching programs all of which are open to
        people regardless of their background.




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