1. Technology for Advocacy Organizing WELCOME! CTA-BAY VALLEY SCC -- “PUSHING FORWARD”

2. Communications 2-way information sharing where people have an opportunity to –Ask questions –Get answers –Share ideas

3. Today WHY = Goals Target Audiences Strategy & Planning Communications Tools

4. Why start with why?

5. What do you want? Awareness Understanding Action Advocacy

6. “Traditional” Marketing Advertising –TV, radio, direct mail, outdoor adv., online Sales promotion – coupons, samples, rebates, contests Public Relations – press releases to media outlets, sponsorships of events Personal Selling –salespeople, direct one-on-one contact

7. Tools for a purpose Critical mass Respond to information need(s) Opportunity to engage For campaign or event Reaches a select audience

8. Communications Tools Guerilla Marketing Online/social media External/public relations Internal/member communications

9. What it’s not

10. Guerilla Marketing “Unconventional / unusual / unpredictable / unorthodox / unexpected or “un”anything that departs from the norm Innovative, unique, outrageous, clever, funny The more creative and jarring a campaign is the better Because it gets people’s attention

11. What is Guerilla Marketing? High creativity – gets noticed Low/no budget Get people talking/doing (earned media) –ice bucket anyone? Just about any type of promotion that attracts attention in an unconventional manner Some examples of guerilla marketing….

12. Blair Witch Project 12

13. Crop Circle Advertising Kansas - The WHOLE wheat state

14. Small businesses

15. Restaurant

16. Interaction with “products”

17. Spotlight / Beaming 17

18. Consumer eye-level 18

19. Outdoor / Billboards

20. 20

21. Spaghetti anyone?

22. Know what these are?

23. Body Part Advertising

24. 24

25. Guess where? 25

26. Memory Loss…

27. Experiential Marketing

29. Low budget

31. Idea Marketing: Social Causes Community partners? Guerilla marketing is great for non-profits to draw attention to their cause…

32. Hunger Awareness

33. Water Pollution

34. Landmine Awareness

35. Stealth Marketing or Undercover Marketing Sony hired 60 actors in 10 cities, and asked strangers “Would you mind taking my picture?" The actors handed people a brand new picture phone while talking about how cool the new device was… “Thus an act of civility was converted into a branding event."

37. Engagement & Branding Use guerilla marketing as a positioning tool By appearing innovative, creative, edgy, hip, fun, consumers (members/target audiences) transfer this perception onto the organization, product or brand

38. Plan to use the right tools

39. PLANNING Set clear goals with “WHY” in mind Who Frame & deliver YOUR message If you don’t define “IT” someone else will Research, Analysis, Plan

40. DIGITAL TOOLS