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Tips for a Successful Relay For Life Marketing Strategy

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Domenick Casuccio
Domenick Casuccio

This presentation was delivered at the Relay For Life Leadership Summit for Metro Markets in Baltimore, MD in 2011

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Tips for a Successful Relay Marketing Strategy Domenick Casuccio Regional Communications & Marketing Director
Marketing vs. Public Relations • Marketing consists of paid or donated advertising such as TV commercials, radio spots, newspapers ads, billboards, etc. • Public Relations is local news. • You can’t purchase news.
Media Partners
Today’s Media Mix Who Are Our Partners?
What Is A Media Market?
One Market + Relay For Life Events One Ask
What Do You Ask For? • Promotional Advertising • Web Banner Ads • Email Newsletters • News Bumps (News & Weather) • Public Affairs Interviews • Master of Ceremonies • Relay For Life Team
What Do You Offer? • Opportunity to align themselves in a personal and powerful way with the fight against cancer • T-Shirts – How Many? • Brochures, Websites, Banners… • Onsite Media Tent (front & center) • Event Recognition • Post Event Recognition (say Thank You!)
What Can Media Do For Your Event? • Create event awareness • Educate target audience about the issues • Motivate others to get involved • Validate volunteer participation
What Can’t Media Do For Your Event? • Recruit teams. People do that. • Make or break the bottom line. • There is no ‘Magic Bullet’.
Public Relations
What Is News? • News is change • News is change as seen by an outsider • News is change that is interesting and compelling • News is what’s important to the reader, viewer or listener • We’ve got news!
What Makes A Good Campaign? • Position the Society as the leader in the fight against cancer • Make it personal: Highlight real people to show our grassroots position of strength • Reinforce the brand to our overall local mission efforts (programs and services)
Why Tell Our Stories? • The marketplace is more crowded and competitive than ever • We have to tell our stories to be more visible and reach more people • Awareness helps recruit volunteers, raise money, educate about cancer • News stories help validate supporters’ time and effort on our behalf – they feel good when they see their events in the media and want to do more
News Tools • Fact sheets and FAQs • Press releases (including templates) • Fundraising suggested messages • Reports, letters to the editor, op-eds, etc. • Photographs • Interviews
PR Hints and Tips • Press Releases •Is it News or an Ad? • Media Opportunities •Media List/Contacts •Media/Press Kits • Persistence with media is the key • MUST be ongoing and active
What Is Social Media? “Social media is, at its most basic sense, a shift in how people discover, read, and share news and information and content. It's a fusion of sociology and technology, transforming monologue (one to many) into dialog (many to many.)” Brian Solis, author of The Future of Communications: A manifesto for integrating social media into marketing Simply put, it’s about people talking, engaging, communicating locally but with the power to affect globally
What Do You Mean By Social Media? • Blogs • Photo • Microblogs •Flickr •Twitter •Photobucket • Video • Virtual Reality •Google •Second Life •YouTube • Social/News Bookmarks • Social Networks •Digg •MySpace •Reddit •Facebook •Del.icio.us • Wikis •Wikipedia
What You Can Do • Identify key local media and get to know them • Look and listen for stories at Relay and in your community • Get a few facts about local stories • Recruit a Public Relations volunteer • Start a PR Council for your market • Announce new programs and milestones
Relay For Life Story Ideas • Top fundraising Relay team • Compelling survivor story • Corporate supporter going over and beyond to support Relay or other program • Interesting and innovative fundraising ideas for stories or photos • New program in your community or recruiting for volunteers for program (such as Road to Recovery or Reach to Recovery)
Resources at your fingertips
Cancer.org
SACancerNews.org
We Save Lives Presentation and Materials
Materials Review
State Fact Sheets
Thank you.

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Tips for a Successful Relay For Life Marketing Strategy

  • 1. Tips for a Successful Relay Marketing Strategy Domenick Casuccio Regional Communications & Marketing Director
  • 2. Marketing vs. Public Relations • Marketing consists of paid or donated advertising such as TV commercials, radio spots, newspapers ads, billboards, etc. • Public Relations is local news. • You can’t purchase news.
  • 4. Today’s Media Mix Who Are Our Partners?
  • 5. What Is A Media Market?
  • 6. One Market + Relay For Life Events One Ask
  • 7. What Do You Ask For? • Promotional Advertising • Web Banner Ads • Email Newsletters • News Bumps (News & Weather) • Public Affairs Interviews • Master of Ceremonies • Relay For Life Team
  • 8. What Do You Offer? • Opportunity to align themselves in a personal and powerful way with the fight against cancer • T-Shirts – How Many? • Brochures, Websites, Banners… • Onsite Media Tent (front & center) • Event Recognition • Post Event Recognition (say Thank You!)
  • 9. What Can Media Do For Your Event? • Create event awareness • Educate target audience about the issues • Motivate others to get involved • Validate volunteer participation
  • 10. What Can’t Media Do For Your Event? • Recruit teams. People do that. • Make or break the bottom line. • There is no ‘Magic Bullet’.
  • 12. What Is News? • News is change • News is change as seen by an outsider • News is change that is interesting and compelling • News is what’s important to the reader, viewer or listener • We’ve got news!
  • 13. What Makes A Good Campaign? • Position the Society as the leader in the fight against cancer • Make it personal: Highlight real people to show our grassroots position of strength • Reinforce the brand to our overall local mission efforts (programs and services)
  • 14. Why Tell Our Stories? • The marketplace is more crowded and competitive than ever • We have to tell our stories to be more visible and reach more people • Awareness helps recruit volunteers, raise money, educate about cancer • News stories help validate supporters’ time and effort on our behalf – they feel good when they see their events in the media and want to do more
  • 15. News Tools • Fact sheets and FAQs • Press releases (including templates) • Fundraising suggested messages • Reports, letters to the editor, op-eds, etc. • Photographs • Interviews
  • 16. PR Hints and Tips • Press Releases •Is it News or an Ad? • Media Opportunities •Media List/Contacts •Media/Press Kits • Persistence with media is the key • MUST be ongoing and active
  • 17. What Is Social Media? “Social media is, at its most basic sense, a shift in how people discover, read, and share news and information and content. It's a fusion of sociology and technology, transforming monologue (one to many) into dialog (many to many.)” Brian Solis, author of The Future of Communications: A manifesto for integrating social media into marketing Simply put, it’s about people talking, engaging, communicating locally but with the power to affect globally
  • 18. What Do You Mean By Social Media? • Blogs • Photo • Microblogs •Flickr •Twitter •Photobucket • Video • Virtual Reality •Google •Second Life •YouTube • Social/News Bookmarks • Social Networks •Digg •MySpace •Reddit •Facebook •Del.icio.us • Wikis •Wikipedia
  • 19. What You Can Do • Identify key local media and get to know them • Look and listen for stories at Relay and in your community • Get a few facts about local stories • Recruit a Public Relations volunteer • Start a PR Council for your market • Announce new programs and milestones
  • 20. Relay For Life Story Ideas • Top fundraising Relay team • Compelling survivor story • Corporate supporter going over and beyond to support Relay or other program • Interesting and innovative fundraising ideas for stories or photos • New program in your community or recruiting for volunteers for program (such as Road to Recovery or Reach to Recovery)
  • 21. Resources at your fingertips
  • 24. We Save Lives Presentation and Materials