1. Promoting Your Gutsy Walk

2. Goal, Strategies and Tactics

3. Local Media

4. Local Media Coverage Why is it important? It creates awareness about:
Crohn’s and Colitis Canada
Mission, purpose, values, patient programs and research
The Gutsy Walk
The event and its impact
Outcomes:
More volunteers
Increases donations
Builds our community
Enables more people to access our patient programs

5. Types of Media There are three main types of media: Print Radio
Television
How do you get media coverage? Pitching reporters!

6. Pitching 101 – Part 1
Step One: Search for local media outlets (print, radio and television)
Step Two: Identify the best reporter to contact
Common types of reporters include:
Print
Assignment desks, health and lifestyle reporters/editors
Television and Radio
Assignment or news desks, news editors/schedulers, program hosts

7. Pitching 101 – Part 2
Review past articles to identify a reporter interested in similar content.
Did they report on the Gutsy Walk in the past? Reach out again!
Did they report on another charity event? Awesome!
Do they report on other community events? Great!
Do they write local news stories? Fantastic!
You’re more likely to receive media coverage from a reporter already interested in similar stories.

8. Pitching 101 – Part 3 Use the media outlet’s Contact Us page to find:
Contact information for reporters (name, and area of work)
Having trouble determining who you should connect with?
Use the media outlet’s general contact information

9. Your New Favourite Tool – The Media Advisory
A one page document outlining:
What
Why
Who
When
Where
Highlights
Contact Information
You’ll find a template media advisory in the Gutsy Walk Volunteer Tools.
Simply update the advisory with information about your local walk.

10. How to Pitch the Media Advisory - Part.1
the media advisory to reporters one week before the walk.
Keep your pitch short and concise.
In the , either:
Invite the reporter to attend the walk OR
Ask the reporter to cover the story

11. How to Pitch the Media Advisory - Part. 2
Use compelling hooks in your , such as:
The total amount the walk raised in the past
Attendees who are well known locally
If individuals are available for speaking opportunities
Details about Crohn’s and Colitis Canada
Why the walk matters to the community
Where the funds raised are going
Cater each pitch to the reporter you’re ing. What makes the event unique? Why should this event be of interest to that reporter?

12. How to Pitch the Media – Part. 3
If you do not hear back, send a follow-up a day or two later using the template in the Gutsy Walk Volunteer Tools.
If you’re pitching by telephone, rehearse your pitch and remember to include key details about the walk while chatting by phone.
When reaching out by phone or , note if you’re a volunteer or staff member with Crohn’s and Colitis Canada.

13. Pitching Media – Part. 4
A public service announcement (PSA) video and radio spot will be available late April/early May for pitching to local media outlets.
The video can also be posted on social media.
Links to the PSAs will be provided in the Gutsy Walk Volunteer Tools.

14. Reporters Use Social Media, Too.
As a secondary tactic, you can reach out to reporters through social media.

15. Increasing Participation

16. Promoting the Gutsy Walk to the Public
You can promote your local Gutsy Walk to the community through:
Community Event Calendars
Social Media (Facebook, Twitter and Instagram)

17. Community Event Calendars

18. Community Event Calendars
Add the Gutsy Walk to event listings found on local websites.
Examples of these sites include:
Vancouver Sun (Vancouver)
Ominocity (Saskatoon)
The Coast (Halifax)
The Overcast (St. John’s)
Some city-operated event calendars accept submissions

19. Community Event Calendars
When submitting your event to an online listing include the appropriate time/date/location details.
For an event description, you can use the template available in the Gutsy Walk Volunteer Tools. Be sure to tweak the template for your local walk.
Include the URL of your specific Gutsy Walk registration page.

20. Social Media

21. The Power of Social Media
A powerful tool for building communities and promoting events.
Use your respective Crohn’s and Colitis Canada Chapter Twitter, Facebook and Instagram accounts to:
Promote participation
Attract volunteers
Gain local sponsors

22. Images – Part. 1
Update the cover image for your Chapter’s Facebook and Twitter account to the cover image found in the Gutsy Walk Volunteer Tools.
We encourage you to use the cover image for your personal accounts as well!

23. Images – Part. 2 Share fun Gutsy Walk images with Chapter posts.
You can find images from past events in the Marcom folder in the O:Drive.
** Remember, you can always turn to our National social media accounts for ideas (images and copy)**

24. Copy – Part. 1 Keep copy for social media fun, informative and short!
Best practices:
Include a call to action (e.g., register, join us, etc.)
Include an image
Share key details about your local walk
Link to your Gutsy Walk’s registration URL
On Twitter mentions to sponsors, special guests, etc.

25. Copy – Part. 2 Include hashtags in your posts! Best practices:
Use 1-2 hashtags for Facebook and Twitter
Types of hashtags to use:
Location-centric (#yyc, #Toronto, #TO, #Halifax, #mtl)
Use event-related hashtags (#GutsyWalk)
Use hashtags commonly used by our national accounts (#crohns #colitis #IBD, etc.)

26. Example for Facebook Posts

27. Example for Twitter Posts

28. Example for Twitter
Use Chapter social media accounts to recruit local businesses to sponsor and/or support the walk.
Below is a sample post for sponsor recruitment.

29. Tips for Instagram Post about your local Gutsy Walk on Instagram.
Best practices:
Share fun images!
Change the link in the Instagram bio to the Gutsy Walk registration URL
Use as many hashtags as needed
Use both location-centric and event-related hashtags

30. Example for Instagram

31. Facebook Event
Create a Facebook event through your Chapter’s page using the template in the Gutsy Walk Volunteer Tools.
Share key details about the event and include a link to your local Gutsy Walk registration.

32. Example for Facebook Event

33. Other Tips for Chapter Social Media Accounts
Find other creative ways to promote your walk!
Take a short video of your Local Honorary Chair explaining why the walk matters to him/her
Film yourself talking about why the Gutsy Walk is important
Get creative by using Instagram stories!

34. Social Media on Event Day
Remember to use social media on event day!
Here are some great ideas:
Thank local sponsors by tweeting (remember to tag their Twitter account)
Share photos throughout the event
Use Instagram stories to share the live action!

35. Reminder: Tips for Volunteer Recruitment

36. Reminder - Volunteer Recruitment
Social media is a great tool for recruiting volunteers! Here’s how:
Note the volunteer roles you’re looking to fill
Create excitement around the event!
Share how volunteers bring the event to life
Use event day images to give a sneak peek
If you receive interest, encourage them to register by visiting the volunteer section of the national Gutsy Walk website.

37. Questions?

38. Have questions about media materials?
Stacey Sheehan at Have questions about social media?
Pearl Leung at

39. Thank You