integrating traditional and new media
TRANSCRIPT
Integrating Traditional and New Media
by Ellen Mathia
Traditional New
•Checking and choosing
•Making it fit•Directing the show or
coordinating and adjusting
Not just integration of processes...
...Integrated Marketing/Communications
requires teamwork & planning
between:
– academic units and Institutional Relations
– Institutional Relations and Administration
– Administration and academic units
Traditional isolated approach
MEDIA RELATIONS
– Single news releases at unit request (reactive)
– Information used once; dead-end “hits”
– Blanket mailings
– Scant follow-up or media cultivation
– Insufficient analysis of media trends and needs
– No interactive national/regional placement tools
– Lacks university objectives as guide
Traditional isolated approach
PUBLICATIONS
– “Walk-in” requests of units, faculty
– Newsletters, internal & novelty items
– Centralization of function vs. focus
– Alumni, recruitment functions
– Lacking strategic direction umbrella
Cohesive
Consistent
Reinforce brand
Print publications
NewslettersAnnual Reports
Donor letters
Flyers
Other stuff
Social Media
+
= 1 billion souls (15%)
“meh”=
Naturally self-organizing
Encourages collaboration
Engaged and
connected
Free research!
NEW MEDIA
Traditional Media
Established
Familiar
Complete
Self-contained
EXISTINGRelationships
Maintain
NurtureEnlarge
NEWRelationships
FindAttract
Commit
EXISTING
Relationships
NEWRelationships
Gens X, YMillennials
Seasoned Adults
Familiarity
Actual presence
Privacy
Immediacy
Virtual presence
Share & share alike
GENERATION GAPS
Norman N. @oldmansearch 30 Jun 11
DMV eye exam answers
While Facebook is still a
strong presence, for many
youth and young adults, it no
longer dominates the social
media network……In fact,
Tumblr has overtaken
Facebook as the primary
social network for people
ages 13 to 25.
In-house research
Sample survey of your constituents
Do you use social media for your business?
Do you use social media to connect to family and
friends?
Have you made new friends on social media?
Do you have a Facebook account? Twitter? Linked
In? Pinterest? Other?
Do you produce your own blog?
Do you read the (organization) e-newsletter?
Do you visit our (organization) website?
Before you leap into a new platform, consider:
Growth potential?
ROI: Worth investment of time,
resources, labor
Fit our needs, culture, mission, goals?
Help tell our story (and listen!) better?
“Kill the platform before it kills you”
CAN you maintain and sustain?
Will it demand all your time, then
starve for your attention?
Will your already successful tools
languish?
QR CODES
QR CODES
Static Interactive
Place anywhere
Real world online
Engages people offline
want
No limits
Code Cautionswant
• Does audience have know-how?
• Smartphones & scanning app
• Takes time to use
Event promotion & registration
Fundraising (directs to a donations page)
Call for volunteers/sign-up
Videos & photos
Blogs
Link to related Web content
LIKE button on FB
Brochures
Holiday cards & greetings
Calendars (each month new code = new
message
Directions to your facility or event
Feedback forms
QR Code Scavenger Hunt
want
Sharing the Vision DECEMBER 2012
BOARD OF DIRECTORS
PRESIDENT
Alice McColgin
VICE PRESIDENT
Judy Wyeth
SECRETARY
Jim Hall
TREASURER
Melaney Sargent
A legacy of giving is a holiday present your children keep forever
David Durell
Steve Eichenberger
Janie Hardin
Matt Howrey
Terri McCoy
Larry Paynter
Teresa Ray
Jennifer Swenson
Marland Villanueva
Dan Whipple
Rhonda Wiles
Dan Young
BOARD OF ADVISORS
Steve Bahr
Americans are known as a generous people for any num-
ber of reasons, chief among them our shared, rock-solid
belief in the values of charity, compassion and character –
that, and our national heritage as a people continuously
seeking to improve our communities and constantly tin-
kering with the future.
More than any other country, we combine ambitious re-invention with protective
The youngsters will understand. And they’ll learn from
your example that part of being an American is not only
selling cookies and candles for their schools, clubs and
teams but growing into the role of an adult American citi-
zen who gives back to their community because that’s
what good Americans do (as people around the world and
at home gratefully attest).
They can learn even more by being ac-
Barbara Baker
Sandy Gammon
Shari Hinds
David Johnson
Carrie Hanni
Jack Lawson
Gary Pohl
Alan Whalen
Dan Zielinski
STAFF
preservation, over and over again.
That’s a heritage to be proud of. It’s also
one to hand down as a way of life to our
children. How do we do it?
Fortunately, so many of you have taught
us how: Year after year, you set an exam-
ple for your children by making the habit
of charitable giving visible to them.
Especially during this season, with its
heightened expectations and emotional sensitivity, children and youth are acutely
“It was rewarding to us as parents to
see our kids wanting
to help other kids. We
have seen that we
receive so much
more in giving.”
Linda Krampen
tively involved in the decisions.
For the Krampens of Brownsburg, giving is
a family affair. Each year, parents Jim and
Linda and their seven children sit down
and talk about how to spend money from
the modest fund they set up with the
Community Foundation. Their HCCF fund
makes such decisions possible, and the
family grows closer as they discuss the
possibilities.
The Krampens demonstrate the Christmas
EXECUTIVE DIRECTOR
William A. Rhodehamel
PROGRAM ADMINISTRATOR
Eric Hessel
EXECUTIVE ASSISTANT
Linda Miller
ACCOUNTANT
Frances Mock
COMMUNICATIONS AND
EVENTS MANAGER
Ellen Mathia
aware of what adults do. They watch, they listen – and
they learn.
When you give to the Hendricks County Community Foun-
dation’s Annual Support this month, let the younger peo-
ple in your life know about it. It isn’t bragging when you
tell them why you do it and why it’s important to you.
Tell them the difference you’re making in the community,
and why the action you take now creates the future that
you want them – and your community – to have.
Tell them the Community Foundation is the channel
through which thousands of lives are improved in Hen-
dricks County, and give them a few examples.
spirit nine-fold, but they also exemplify the dynamism of American generosity. They notice both the needs and the
potential in their communities and then take deliberate,
focused action.
When you give to the Community Foundation this month,
let the younger people in your life know that charitable
giving is part of their heritage as Americans. As soon as
possible, consider drawing them into your discussion and
planning .
That, too, is your legacy -- as a loving parent and a caring
citizen.
Pictured above, from left are Matt, Nick, Connor, parents Linda and Jim; Karis, Joe,
Maridee and Brittany.
Do not forget the QR Code golden rule:
Always scan your QR Code,
and scan it again
before printing it!
VIDEO, VIDEO!
• Record those speeches
• Record sermons and meetings
• Interviews with members
• Events
• Podcasts? Well…
The Annual Celebration Dinner
PRE-EVENT
News releases Facebook posts
Print invitations Online reservations
Reminders Twitter antici-chats
Print the programs Schedule & program online
Print Annual Report E-Newsletter
Embed recent activities in QR
codes in Annual Report
EVENT NIGHT
Video of event Live Twitter feeds & chats
Video interviews FB Postings
POST-EVENT
Thank you letters Post videos on FB
Print newsletter Embed video in print newsletter
eNews Press ReleasesNews
MediaAdvertising
Additional
ProjectsDigital Marketing
Newsletter
Q1 FOCUS: Opportunity Fund Cycle, HC Gives, Annual Dinner, Annual Report
Jan Oppty. Fund Cycle 1 Open Doors Marketing Plan Opp Fund FB
Scholarships FAFSA Days FB & tweets
FAFSA Days YouTube board video FB
New signage New board
members
FebFeb. Scholarships Annual Report start HC Gives planning
FAFSA Days
reminder
FAFSA Days reminder Tunnel painting video, pix
FB
LHC Reunion
LHC Reunion live tweets; FB
FAFSA Days
Eric IUPUI panel
Mar Opp. Fund Cycle 2
open
Annual Dinner Annual Dinner
Jordan's Place
Golf Outing Save Day HC Gives soft launch
Opp. Fund Cycle 1
recipients
Opp Fnd Cycle 1
recipients
Ann Dinner invites /
evite
WAR on Twitter
Annual Report to
printer
Grant totals
Communications Calendar 2013
FAFSA Days
New Board
Members
Opportunity
Fund
Scholarships
Parks Trail
Tunnel Painting
Open Doors
Opportunity Fund
Cycle 1 reminder
New board
members
Annual Dinner
Media Goal 2013 YTD 2012 Total 2011 Goal 2012 YTD 2011
Advertisements Facebook
Print Total Likes 155 147
Flyer 12 14 17 Posts 2 9
HCBL/ICON 12 26 15 36 37
Other 2 3 6 17 3
Online -Flyer Ads YouTube
Views - Skyscraper 80,000 108,668 74,173 4 -
Click-thru's 150 143 114 41 -
Views - Leaderboard 35,000 73,063 34,294 Grants Goal 2013 YTD 2012 2011
Click-thru's 600 123 57 Total Grants / Perm or Pass Thru 10,177$ 684,151$ 735,333$
Hits Permanent Funds - Amt 3,000$ 291,081$ 293,064$
20 31 15 Permanent Funds - # 2$ 312 311
Articles e Permanent Funds - Avg 1,500$ 933$ 942$
Flyer 20 20 18 Pass Thru Funds - Amt 7,177$ 393,069$ 435,142$
HCBL/ICON 10 11 8 Pass Thru Funds - # 14 330 363
Other 10 11 6 Pass Thru Funds - Avg 513$ 1,191$ 1,199$
Mentions Total Grants By Program 10,177$ 517,327$ 735,333$
Flyer 20 12 14 Health & Human Services 64% 53% 48%
HCBL/ICON 10 10 9 Community Enhancement 0% 22% 20%
Other 5 9 6 Education 0% 9% 15%
Newsletter Goal Dec-12 2011 Youth 8% 3% 8%
Mail 3,200 3,274 2,768 Scholarships 0% 9% 7%
E-mail 1,600 1,791 1,298 Arts 0% 2% 2%
25% 23.43% 25.50% Parks/Recreation 0% 2% 0%
5% 3% 3.00% Religious 0% 0% 0%
45 NA Opportunity Fund 61,145$ 114,190$
Donor List Newsletter Investments Goal 2013 2012 2011
Bounced 10 5 11 Return 11.41% -3.84%
Unsubscribe 0 2 4 Spend Rate 4.00% 4.00% 3.50%
Forwards NA - Board Involvement Goal 2013 2012 2011
Website Goal 2012 Total 2011 Board Meeting (Hrs) 167 52 194.25 NA
Visits/Unique visits 13,503 9,253 Committee Meeting (Hrs) 491 15 484.5 NA
Unique visits 8,260 5,724 Personal Contribution 23 10 26 NA
Page views 30,196 19,461 Item Donated 19 1 22 NA
Pages per visit 2.24 2.11 # Donor Prospects 135 2 19 NA
Average time on site 2:15 1:47 # volunteers 54 1 3 NA
Direct Traffic 51.94% 32.28%
Search engine 48.51% 46.90%
Reached
Click Thru
Most Popular
Total Clicks
# of videos
Press Releases
View (open rate)
Talking About
# of total views
Social Media
"@" followers
"@" new
# of tweets
Retweets
Referrals to website
Referrals to blog
Twitter tracking