Marketing Plans and Best Practices: Defining Your Audience

[TITLE CARD] Noble Academy logo; Shriners International Education Foundation presents: Marketing Plans and Best Practices: Defining Your Audience.

[SLIDE 1] Getting the Message Out.

You will also want to think about the best distribution tactics to reach your audiences.

Current Members.

Organic social media, newsletters, emails, 1:1 communications, events, referral programs, PR/earned media.

Prospective Members Paid social media (targeted audiences), grass roots efforts, PR/earned media.

Speaker 1:

Once you've really thought about your audience, it's also really good to think about the best ways. When we say distribution tactics, it's really just the best ways to reach your audiences. This falls under getting the message out. I've kind of put this example, I've put members into two buckets, current and perspective, because you're going to talk to them differently. You're going to talk to different audiences differently based on things, what you know about them. Current members, you're going to reach them through organic social media. Those are the people that already follow you. You're going to hear us talk about organic and paid social media today and what the differences are. Organic really reaches the people that already follow you while paid is looking for those external audiences and to attract people that aren't already engaging with you. So current members, you're going to talk to them through your own social media.

You're going to maybe have newsletters, emails, opportunities there because you probably have that information about them. An email address, a physical address. That's where you can get very one-to-one with communications, you can send them letters, you can send them emails. You can communicate them more in that direct correspondence way, and you can engage with them at events because they're likely already in that audience set. You may be building out referral programs for your current members. That's a great way to expand on the networking opportunities that they can bring you and PR and earned media. We're going to give some best practices and tips later today that touch on this, but you'll see PR and earned media listed under current and prospective members because it really does lift everything for those prospects out there. That's where you're going to use paid social media target audiences, and you've got grassroot effort opportunities there too. This is another, the networking is really, really, really important to that message as well.

[SPEAKER CARD] Veronica Ambuehl; BAM Marketing, VP, Director of Client Relations