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Making pr more fun & games
The document outlines an agenda and materials for a workshop titled "Fun & Games @ Your Public Library" about developing public relations skills for promoting events and programs. The workshop covers understanding the target community and audience, developing marketing messages and budgets, and brainstorming a group project in small groups. Attendees will learn how to identify underserved community segments, craft brief taglines and descriptive messages, and choose appropriate promotion methods from a list of 33 options while staying within their proposed budgets.
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Making pr more fun & games
- 1. MAKING PUBLIC RELATIONS FUN & GAMES! …skills for promoting your events and programs Fun & Games @ Your Public Library March 21, 2012 Dr. Curtis R. Rogers, Communications Director
- 2. AGENDA Understanding YourCommunity & Customers Developing your Marketing Message & Budget Brainstorming Group Project = BE CREATIVE! Wrap up
- 3. UNDERSTANDING YOUR COMMUNITY Are there segments of the community underserved? Does my community want or value my unique competitive offering? Is there too much competition in the segment of my market to be competitive?
- 4. UNDERSTAND YOUR TARGET AUDIENCE What kinds of habits does my customer have? Where are they? How does my potential customer get information products and/or services (in a store, on the web)? What are my target customer’s primary motivations for seeking out this kind of workshop?
- 5. DEVELOP YOUR MESSAGE Two parts: brief tagline | marketing message/description Tagline – short and right to the point! Marketing message/description • An explanation of your target prospect’s problem. • An explanation about why you are the only organization that can solve your target audience’s problem. • An explanation of the benefits people will receive from attending your workshop. • Examples and testimonials from customers you have benefitted from your workshops. • Your unconditional guarantee.
- 6. 33 PR METHODS 1. Newspaper ads 13. Newsletters 25. Brochures 2. Social Media 14. Charity events 26. Gift certificates 3. Posters 15. Networking 27. Word-of-mouth 4. Contests 16. Billboards 28. Website 5. Playing card decks 17. Magazine ads 29. Sign picketing 6. Seminars 18. Special events 30. Business cards 7. Television ads 19. Flyers 31. Catalogs 8. Signs 20. Email 32. Public speaking 9. Radio ads 21. Postcards/Rack Cards 33. Window display 10. Banners 22. Doorhangers 11. Articles 23. Media releases 12. Classified ads 24. Fax broadcasts
- 7. DEVELOPING THE PR BUDGET Determine how much money is available, detail the financial aspects, and show how implementation of your plan will be profitable to the library.
- 8. BRAINSTORMING SESSION Insmall groups, take ____ minutes to work through the following items (see worksheet) to BRAINSTORM and develop the PR PLAN for a Fun & Games workshop for the Anytown Library. 1. What is the CREATIVELY DESCRIPTIVE title of the workshop? 2. Develop your workshop tagline and message/description but be brief and to the point. 3. Who is your target audience and How many people do you want to attend? 4. What specific news/media/other outlets will you alert and What materials will you use to promote your workshop? 5. How much $$$ will you spend and on what? Each group will have time to report.
- 9. ADDITIONAL RESOURCES Kivi’s NonprofitCommunications Blog • http://www.nonprofitmarketingguide.com/blog/ LIS News - http://lisnews.org/ PR Squared - http://www.pr-squared.com The Marketing Blog • http://marketing-expert.blogspot.com Visibility @ Your Library - http://www.pio.ala.org/visibility
- 10. THANK YOU! Dr. CurtisR. Rogers Communications Director 803-734-8928 [email protected]