yokomizo presentation
TRANSCRIPT
Journalism BackgroundA deep understanding of how to tell a story
Newspapers
Online Features
Print Magazines
Online Video
ManagementProven track record of managing people and projects
Managed a multilingual staff of 48
Culture of accountability
Project managed mission-critical, multi-vendor projects
Communications & MarketingHands-on experience across a broad spectrum of
communications and marketing tools
Email marketing
Paid social media campaigns
Social Video
Organic campaigns
BloggingInnovative
short format
Marketing ApproachAnalytical Foundation
Effective marketing starts and ends with effective analytical infrastructure.
Understand Audience & Engagement
Measure Performance
Reevaluate
Marketing ApproachAnalytical Foundation
Inbound Tracking & Conversion
Hootsuite Pro
Likeable Local
Marketing CampaignsLow-cost, tightly targeted campaigns
Low/Custom cost
Geographically centered
Linked to interests and sister/competitor audiences
Goals: Increase audience
Increase visibility as a news outlet
Define audience use patters
Define audience engagement preferences
Increase audience engagement
Facebook Campaign
Event-anchored campaigns
Photo competition as an organic, broad-spectrum social media campaign
User-generated photos
Storify the Fun
Vendor support
Goals:
Engage kids, families, community, and
vendors
Promote event attendance
Provide clear benefit to vendors
The Grand Tour
Goals:
Promote AA narrative around tobacco use
Broadest reach possible
Increase SM engagement
Raise the visibility of APPEAL as a health justice organization
Engage bloggers to help evangelize APPEAL narrative
Piggybacked on mainstream event “Behind the Scenes” engagement effort
Marketing Campaigns
National, Multi-Channel Media Campaign
The Grand Tour
Leveraged communications consultant to design the ad and connect with blogosphere
Paid Media Event Integration
Brought interactive social media element to
large conference of stakeholders in AANHPI
community healthPitched local media and won
a spot on “Asian Pacific America with Robert Handa”
Earned Media
Analytical FoundationInformed and Refined by Analytics
Deeper understanding of audience and engagement:
Just get better
How do they view content?What platform do they prefer?What type of content moves them?Where is our money best spent?