Who’s that club? Raising awareness of your club in your local community June 27, 2012

Public awareness provides the general public with a basic understanding of an organization or issue. To create public awareness, organizations use many tools. Kiwanis International has created a simple toolkit to help you create awareness in your local community. What is public awareness?

Public Awareness Toolkit Tools  Earned media  Digital communications  Branding

Earned media

Click to edit Master title style Earned media Earned media is a story written by your local media (newspaper, TV) about your club. Gaining media attention about your club and its activities is an excellent way to raise awareness.

Building a media list Build your media list the same way you would build your professional network.  Start with your personal connections. Identify media outlets you think would be interested in your club’s activities. Check each outlet’s website for contact information.

Building a media list Identify the right contacts at each outlet.  Print: Look for special section editors covering service or philanthropy. At smaller papers, find the managing editor.  TV: News assignment editors and morning or mid-day show producers.  Radio: News director or producer of the morning show/talk show.

Understanding lead times Magazine: several months Daily and weekly newspapers, television talk shows: two weeks Television news assignment editors: a week or just a few days Online: a few days

Click to edit Master title style 6/21/ Media relations Use the press release template to customize your news release.

Media relations Distribute the release to your new media list.  Use a snappy subject line to get their attention.  Attach the news release to your and copy and paste the text into the body of the message. Make follow-up calls. Sell your story.

Media relations Realize you may need to resend information. Meet the reporter’s deadline. Be prepared to give an interview.

Homeruns New Exciting Timely Useful Unique Something that affects a lot of people A trend Biggest, best, first, fastest Human interest/emotion

Interview tips Before the interview  Find out what the reporter wants to discuss.  Know your key messages.  Prepare by rehearsing with a friend.

Interview tips During the interview  Pace yourself.  Think of the interview as a conversation.  Tell the personal angle of the story.  Weave key messages into your responses.  Relax and be yourself.

Interview tips After the interview  Ask if the reporter needs more information.  Find out when the story will run.  Make mental notes about how the interview went and what you would do differently.  Reward yourself for a job well done!

Digital communications

Social media for members Add information about Kiwanis to your profiles (Facebook, Twitter, LinkedIn). Share your love for Kiwanis. Share why you joined Kiwanis. Share what your club is doing. Share things that make you proud to be a member (club, district and international). Sharing is good!

Social media for clubs Tell your club’s story in terms of your IMPACT. Share media (photos, video, links). Use it to drive traffic to your website. Share good news – even if it’s not your own. Connect with news outlets and journalists.

Social media tactics Mention Kiwanis when appropriate. Create events (Facebook). Post photos and video (Facebook). Use event specific hashtags for service projects and club events (Twitter). Share information, don’t just read.

Use Kiwanis hashtags throughout convention.  #ki2012  #elimin8  #cki2012 6/21/2016 Tweet now! 23

Why should I share stuff about Kiwanis from my personal social media profile? Social media

Kiwanis International has 18,146 likes on Facebook. On average, between 3,000 and 4,000 people see each status update. But, there are 7.9 million unique people who are friends of the fans of the Kiwanis International page. Post content that the friends of your fans will find engaging, that’s how you expand your reach. The power of sharing Data: May 2012

Facebook > the telephone

Other “social media” Don’t ditch  Take your club publication digital.  Ask for people to “forward” information to others.  Use social media to obtain opt-ins. (They may not be members but that’s ok!) Mobile  SMS (text messaging) is very effective when organizing groups and projects.  Explore group SMS providers for instant mass communication.

“While prospective members don’t expect your club to have the best website in the world, having a professional-looking, up- to-date website is very important... A website is usually the first impression your club makes so invest some time in it.” –Troy D., DC Young Professionals Kiwanis Do you need a website?

Online:3 to 7 seconds. (Less than the time to read this slide.) Make sure your club is not invisible. Look professional. Celebrate the essence of your club. Update your content at least once a month. Make a good first impression

Focus on these three content areas:  Intro/welcome message with club meeting information  Fresh news  Events calendar No news is not good news

See for yourself Flickr gallery of club websites

Branding

What is branding? Branding is much more than a logo. It’s the essence of Kiwanis. It’s you.

Merchandise Install a Kiwanis sign at the entrance to your city or town. Put a sign up at your meeting location. Fly a Kiwanis flag. Put signage at a location you sponsor.

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Merchandise Encourage members to wear logo gear, especially when at public events. Always wear logo gear during service projects. Be sure photos have good shots of members and logos!

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Public service announcements Public service announcements are used to spread the word about Kiwanis.  30-second radio spot can be read by the DJ.  30-second television spot can be played by your local cable station or local affiliate.

Distribute this PSA to your local TV stations and cable companies. 6/21/2016 Television PSA 43

Advertising Billboards  Billboard companies often offer free space to local nonprofits.  Space also can be purchased. Print advertising  Several ads of various sizes are available.

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QUESTIONS? Jo Lynn 6/21/201651