1. Copyright © 2016 Society of St. Vincent de Paul
TELLING OUR STORY
Five Things to Know
September 2016
Copyright © 2016 Society of St. Vincent de Paul

2. Copyright © 2016 Society of St. Vincent de Paul
Introductions
Michelle Boyer
Communications/Administrative Associate (National Council)
Michael Pazzaglini
Goal 2 Leader - Communications
Gary Stevens
Director of Marketing & Communications (National Council)
September 2016
Copyright © 2016 Society of St. Vincent de Paul

3. Copyright © 2016 Society of St. Vincent de Paul
Topics
Communicating with the Media
Communicating with SVdP Members and Donors through Social Media
Branding for ONE SOCIETY
September 2016
Copyright © 2016 Society of St. Vincent de Paul

4. Communicating with the Media
September 2016
Copyright © 2016 Society of St. Vincent de Paul

5. Communicating with the Media
Media outreach
Media are conduit to potential members and donors
Pitch to media
Be aware of what they want
One-stop shop – good story, interviews, visuals at same place
Media likes unique/different
September 2016
Copyright © 2016 Society of St. Vincent de Paul

6. Communicating with the Media
For Interviews (verbal communications)
Your task: Get across key messages to the media
3 key messages
1 sentence or phrase each
Simple language
Practice your delivery
September 2016
Copyright © 2016 Society of St. Vincent de Paul

7. Communicating with the Media
Interview Tips
Be sure what you say is accurate
Never say “No comment”
Stay in your lane - don’t speculate
If you can’t answer, say why
Seek openings for key messages
Use concrete examples
September 2016
Copyright © 2016 Society of St. Vincent de Paul

8. Communicating with the Media
Working with reporters
Be accessible and helpful
Anticipate needs (one-stop shop)
Return calls
Don’t play favorites
Everything is on the record
September 2016
Copyright © 2016 Society of St. Vincent de Paul

9. Communicating with the Media
Press releases
Traditional tool to attract media attention
Lead with most important information
September 2016
Copyright © 2016 Society of St. Vincent de Paul

10. Communicating with the Media
September 2016
Copyright © 2016 Society of St. Vincent de Paul

11. Communicating with the Media
Media Advisories
Event-oriented
One-page
The five Ws
September 2016
Copyright © 2016 Society of St. Vincent de Paul

12. Communicating with the Media
September 2016
Copyright © 2016 Society of St. Vincent de Paul

13. Communicating with the Media
Visuals are part of media relations
Media are conduit to publics such as donors and potential members
Media like one-stop shopping - good story with good visuals (photo and video)
Taking photos with the end result in mind
September 2016
Copyright © 2016 Society of St. Vincent de Paul

14. Communicating with the Media
Photography is a key element in our visual identity
Differentiate SVdP from other groups
Focus on Vincentians with images and settings that show end result of charitable work
September 2016
Copyright © 2016 Society of St. Vincent de Paul

15. Communicating with the Media
September 2016
Copyright © 2016 Society of St. Vincent de Paul

16. Communicating with the Media
Photo releases
You need permission to use people’s likeness
Samples available
Click here to view the group release
Click here to view the individual release
September 2016
Copyright © 2016 Society of St. Vincent de Paul

17. Communicating with the Media
Places to get stock photos
(pay site)
September 2016
Copyright © 2016 Society of St. Vincent de Paul

18. Communicating with SVdP Members and Donors through Social Media
September 2016
Copyright © 2016 Society of St. Vincent de Paul

19. Communicating with Social Media
September 2016
Copyright © 2016 Society of St. Vincent de Paul

20. Communicating with Social Media
What is social media?
Social media is comprised of websites and applications that enable users to create and share content or to participate in social networking.
September 2016
Copyright © 2016 Society of St. Vincent de Paul

21. Communicating with Social Media
As of July 2015, 76% of online adults use social networking sites
Facebook has over 1.59 billion active users
Twitter has 320 million
LinkedIn has 100 million active users.
September 2016
Copyright © 2016 Society of St. Vincent de Paul

22. Communicating with Social Media
Why should you be utilizing social media for your Conference/Council?
Share content and Conference/Council news faster and easier
Increased brand recognition, especially by donors and those in need
Marketing through social media is often free or very inexpensive
Your Council/Conference will be more easily found on Internet search engines
Find out what other comparable nonprofits are doing
September 2016
Copyright © 2016 Society of St. Vincent de Paul

23. Communicating with Social Media
September 2016
Copyright © 2016 Society of St. Vincent de Paul

24. Communicating with Social Media
What sites should you be using?
Facebook, Twitter and LinkedIn
We chose to set our focus on the three social media sites where we felt our audience would be the most responsive
It is better to have few social media profiles that are well-maintained than numerous profiles that are poorly maintained
When determining which of the many social media outlets to utilize, think about your audience
Who are they and where can they be found?
Go slow and do not overwhelm yourself by biting off more than you can chew (start with a few essential sites)
September 2016
Copyright © 2016 Society of St. Vincent de Paul

25. Communicating with Social Media
Content is key – Planning is vital!
List what you will post and on what day
Create all content at the beginning of each month
It will save you time and frustration
Deliver content regularly
We post on Facebook and Twitter at least once a day and we post on LinkedIn a few times a week
September 2016
Copyright © 2016 Society of St. Vincent de Paul

26. Communicating with Social Media
How to effectively use social media for your Conference/Council
Post about upcoming events
Post about feast days
Highlight exceptional Vincentians
Share content from other Conferences/Councils social media pages
Conduct digital meetings
Just make your digital presence known!
September 2016
Copyright © 2016 Society of St. Vincent de Paul

27. Communicating with Social Media
Tools to help
SVdP Extension Web Portal
Social Media “How-To’s”
Also found by going to…
> SVdPMembers > Programs/Tools > Extension
Click on the Social Media tab
September 2016
Copyright © 2016 Society of St. Vincent de Paul

28. Communicating with Social Media
September 2016
Copyright © 2016 Society of St. Vincent de Paul

29. Branding for ONE SOCIETY
September 2016
Copyright © 2016 Society of St. Vincent de Paul

30. Branding for ONE SOCIETY
Creating a brand for SVdP
Use this combination for SVdP acronym
SVdP color blue
PMS 300
How to create the right blue
September 2016
Copyright © 2016 Society of St. Vincent de Paul

31. Branding for ONE SOCIETY
USA National Logo
JPEG
CMYK
PMS
International Logo
JPEG (no wording)
JPEG
September 2016
Copyright © 2016 Society of St. Vincent de Paul

32. Branding for ONE SOCIETY
USA National Logo
Society of St. Vincent de Paul®
House in a Box®
Portrait of Fredric Ozanam
Friends of the Poor®
Frédéric Ozanam®
September 2016
Copyright © 2016 Society of St. Vincent de Paul

33. Copyright © 2016 Society of St. Vincent de Paul
Sign Up Sheet
There is a sign-up sheet
You will be enrolled in the SVdP Marketing / Communications Group on LinkedIn
A link to this PowerPoint (put link here)
September 2016
Copyright © 2016 Society of St. Vincent de Paul

34. Copyright © 2016 Society of St. Vincent de Paul
SVdP LinkedIn Forum
A group for SVdP marketing and communications staff or Vincentians to ask questions, exchange ideas, share best practices
You’re invited to join the forum!
September 2016
Copyright © 2016 Society of St. Vincent de Paul

35. Copyright © 2016 Society of St. Vincent de Paul
Thank you!
Michelle Boyer:
Michael Pazzaglini:
Gary Stevens:
September 2016
Copyright © 2016 Society of St. Vincent de Paul