Welcome to the 2017
Burning Issues Conference!
Guest speaker:
Don Kalisz, Partner at Revel
don@revel.in 231-727-9778x103
@donkalisz @revelmarketing
Who is this guy?
Don Kalisz, Partner at Revel
don@revel.in 231-727-9778 x103
strategic planning + branding + corporate identity + web development & support +
print, web, & multimedia design +

video production + copywriting & content + media planning + research, focus groups, and surveys + social media & digital marketing
80%
BRANDING
73%
SOCIAL MEDIA
87%
ENGAGEMENT
93%
NON-TRADITIONAL
93%
FLAT BROKE
86%
RESEARCH
The results are in...
The Plan for Today
Get in the mind of a marketing pro.
Learn how to engage audiences.
Learn tactics that you can apply.
Learn about low or no-cost resources.
Discuss social media, online ads, & SEO.
Discuss your successes & struggles.
I have no idea
what I'm doing.



(You can too!)
How do we go about it?
Think of "DATA"
Determine Goals
Whiteboard sessions
Be SMART
Make obstacles your objectives
D
A
T
A
Audience insights
Gather facts, set the bar, get consensus,
& build a support team.
How do we do all that?
D
A
T
A
Tactical planning & execution
Make a plan based on the facts.
Determine tactics based on a budget.
Do the creative. Execute the plan.
D
A
T
A
Assess & Adjust
Track results along the way.
Adjust as needed.
Evaluate success in the end.
D
A
T
A
Section Summary
D = Determine Goals
A = Audience Insights
T = Tactical Planning & Execution
A = Assess and Adjust
S = Specific
M = Measurable
A = Actionable
R = Realistic
T = Timely
Engage the audience
How to engage the audience
It's all about them... Ask... Listen!
Involve them early and often... Ownership
Find a champion(s) & assemble teams
Empower them! (Sort of)
Research those you hope to influence
Find barriers. Be open to criticism
Be like them. Talk like them
Continuous engagement
Think like a
marketing pro
Think like a marketing pro
What happens after research & planning?
Team brainstorming (3 2-hr sessions)
Try multiple solutions to find 'the one'
Be creative. (Yes even you)
There are no wrong ideas!
Check to make sure ideas are unique
Don't forget to test with audience!
What the heck is branding?
What the heck is branding?
Branding is a feeling or experience
Branding is not just a logo!
Internal first, then external
Visual and non-visual
Branding is a belief they have in you stemming from your promise
Brand story, Promise, Tagline
Elevator pitch
Voice and style guides

Branding Case Study: Newaygo County Partners in Prevention and Recovery (NCPPR)




Start with Why Recap
Think of how this can apply to your organization as a whole.
This applies to how we think
Everyone knows 'what' they offer, but frew know 'why'
'Why' is a belief or purpose. Values.
Allows you to connect with the community.
Low or no-cost resources
Low or no-cost resources & ideas
Collective Impact! Share expenses!
Old-fashioned "child labor"
Free email marketing: Vertical Response
Google & Brainstorm (Will work for food)
Survey Monkey and PollEverywhere.com
Gotprint.com
Buffer or HootSuite
Agency vs employee (or both?)
Facebook and other ads, etc. (coming)
Content! Do a blog! (Great SEO)
Online directories and social options
Crowd funded campaigns (Heroin)
Every Door Mailings
Barn banners in rural areas
Do it yourself websites
Email marketing (automated?)
Low or no-cost resources & ideas
Non-traditional
tactics


Non-traditional Tactics
Unexpected and eye-catching ideas
Inbound Marketing
Sidewalk graphics
Events
Fake news
Hand made items
Leverage youth for ideas
Take risks... Ask for forgiveness.





Social media, SEO, and online advertising
Social Media, SEO and Online Ads
Choosing the right social platform:
Facebook is clear winner
Instagram is for images and captions
Twitter is for short posts or "tweets"
Snapchat is coming on strong w/youth
There are several other smaller ones out there and more on the way. Skip them.
Start with Instagram or use scheduling software like Buffer or HootSuite
Social Media, SEO and Online Ads
Posts versus ads:
Posts are free and seen by friends.
Various paid 'ads' can expand reach.
"Boosts" are seen in your news feed more often but can be set to go outside of your friends or followers.
"Ads" can be posts, events, or digital display ads set to reach a specific audience.
Ad traffic is trackable and targeted based on your set not-to-exceed budget.
Social Media, SEO and Online Ads
Social media goals:
Shares and likes = more reach.
Give incentives for people to engage.
Use images or videos. Always.
Consider color theory in your posts: Young like reds/oranges. Older like blues/greens
Post a 1:4 ratio. 2-3 times a week, max.
Post from 1-4pm on Tues & Thurs.
Creating Ads are simple, low cost,
& high ROI
Social Media, SEO and Online Ads
Search Engine Optimization (SEO)
Ongoing activity to improve search engine ranks in Google, Bing, & Yahoo.
Based largely on keywords, links, and content on page.
You can't fool Google.
Have key words in body copy of website and have lots of pages. Consider blogging.
Update your content. Stay active.
Use keywords on your social posts too!
Social Media, SEO and Online Ads
Search Engine Marketing (SEM)
Different that social ads... They appear in search engines, partner sites, or specific sites like MLive, retail outlet sites, etc.
Re-marketing is freaky. Ads follow you around the web.
Outside companies usually need to assist.
Social Media, SEO and Online Ads
General terminology
Tags: When you tag a friend in an image or post using @ symbol. Great for exposure!
Hashtag (#): A way to filter posts for others to easily find via searches within the social site.
Check in: Marking/sharing where you are located... Check in now!
Share: When you like something more than just a 'like' and want more people to see it. (Major goal for your posts.)
Brainstorm "hashtag" activity!
Assign a note taker at your table.
Spend 15-20 minutes brainstorming a new way to market a prevention message.
Remember: no wrong ideas!
Write down all ideas - even the bad ones
Take 10 minutes & select your favorite 3
Post top idea on Facebook using this format: #BurningIssuesConference prevention marketing idea: [insert idea]
We'll search the # to show how it works!
Tagging or friend activity!
Spend 15-20 minutes visiting three different tables and getting selfies and tagging your new 'friend'
Be sure to 'friend' them and 'tag' them in the photo.
Sample post: "Having a great time at the #BurningIssuesConference with @[insert name]!
Anti-social type? Take my photo and @donkalisz and #BurningIssuesConference
Open discussion to share successes and/or issues with marketing
Let's Review!
Get in the mind of a marketing pro.
Learn how to engage audiences.
Learn tactics that you can apply.
Learn about low or no-cost resources.
Discuss social media, online ads, & SEO.
Discuss your successes & struggles.
Overall questions?
Don Kalisz, Partner at Revel
don@revel.in 231-727-9778 x103
Burning Issues Conference Presentation
By Pete Lounsbury