1. Integrating Traditional and New Media
by Ellen Mathia

2. Traditional New

3. •Checking and choosing
•Making it fit
•Directing the show or
coordinating and
adjusting

5. 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

6. 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

7. 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

8. Cohesive
Consistent
Reinforce brand

9. Print publications
Annual Donor
Newsletters Flyers
Reports letters
Other
stuff

10. Social Media
+
= 1 billion souls (15%)
= “meh”

11. E-blasts
E-Newsletters

12. Naturally self- Encourages
organizing collaboration
NEW
MEDIA
Engaged and Free research!
connected

13. Traditional Media
Established
Familiar
Complete
Self-contained

14. Nurture
Maintain Enlarge
EXISTING
Relationships

15. Attract
Find Commit
NEW
Relationships

16. EXISTING
Relationships
NEW
Relationships

17. GENERATION
GAPS
Gens X, Y
Seasoned Adults
Millennials
Familiarity Immediacy
Actual presence Virtual presence
Privacy Share & share alike

18. Norman N. @oldmansearch 30 Jun 11
DMV eye exam answers

19. 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.

20. 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?

21. 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?

22. “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?

23. QR CODES

24. QR CODES
Static Interactive
Real world online
Engages people offline
Place anywhere
No limits

25. Code Cautions
• Does audience have know-how?
• Smartphones & scanning app
• Takes time to use

26. 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

29. Sharing the Vision DECEMBER 2012
BOARD OF DIRECTORS
PRESIDENT
Alice McColgin
A legacy of giving is a holiday present
VICE PRESIDENT
Judy Wyeth
your children keep forever
SECRETARY
Jim Hall
TREASURER
Melaney Sargent
David Durell
Steve Eichenberger
Janie Hardin
Matt Howrey
Terri McCoy
Larry Paynter
Teresa Ray
Jennifer Swenson
Americans are known as a generous people for any num- The youngsters will understand. And they’ll learn from
Marland Villanueva ber of reasons, chief among them our shared, rock-solid your example that part of being an American is not only
Dan Whipple belief in the values of charity, compassion and character – selling cookies and candles for their schools, clubs and
Rhonda Wiles that, and our national heritage as a people continuously teams but growing into the role of an adult American citi-
Dan Young seeking to improve our communities and constantly tin- zen who gives back to their community because that’s
kering with the future. what good Americans do (as people around the world and
BOARD OF ADVISORS More than any other country, we combine at home gratefully attest).
Steve Bahr ambitious re-invention with protective They can learn even more by being ac-
Barbara Baker preservation, over and over again. “It was rewarding tively involved in the decisions.
Sandy Gammon That’s a heritage to be proud of. It’s also to us as parents to For the Krampens of Brownsburg, giving is
Shari Hinds one to hand down as a way of life to our see our kids wanting a family affair. Each year, parents Jim and
David Johnson children. How do we do it? Linda and their seven children sit down
to help other kids. We and talk about how to spend money from
Carrie Hanni Fortunately, so many of you have taught
Jack Lawson us how: Year after year, you set an exam-
have seen that we the modest fund they set up with the
Gary Pohl ple for your children by making the habit receive so much Community Foundation. Their HCCF fund
of charitable giving visible to them. makes such decisions possible, and the
Alan Whalen more in giving.” family grows closer as they discuss the
Dan Zielinski Especially during this season, with its
possibilities.
heightened expectations and emotional Linda Krampen
STAFF sensitivity, children and youth are acutely The Krampens demonstrate the Christmas
aware of what adults do. They watch, they listen – and spirit nine-fold, but they also exemplify the dynamism of
EXECUTIVE DIRECTOR
they learn. American generosity. They notice both the needs and the
William A. Rhodehamel
potential in their communities and then take deliberate,
When you give to the Hendricks County Community Foun-
PROGRAM ADMINISTRATOR focused action.
dation’s Annual Support this month, let the younger peo-
Eric Hessel ple in your life know about it. It isn’t bragging when you When you give to the Community Foundation this month,
tell them why you do it and why it’s important to you. let the younger people in your life know that charitable
EXECUTIVE ASSISTANT giving is part of their heritage as Americans. As soon as
Linda Miller Tell them the difference you’re making in the community,
possible, consider drawing them into your discussion and
and why the action you take now creates the future that
planning .
ACCOUNTANT you want them – and your community – to have.
Frances Mock That, too, is your legacy -- as a loving parent and a caring
Tell them the Community Foundation is the channel
citizen.
COMMUNICATIONS AND through which thousands of lives are improved in Hen-
Pictured above, from left are Matt, Nick, Connor, parents Linda and Jim; Karis, Joe,
dricks County, and give them a few examples. Maridee and Brittany.
EVENTS MANAGER
Ellen Mathia

31. Do not forget the QR Code golden rule:
Always scan your QR Code,
and scan it again
before printing it!

32. VIDEO, VIDEO!
• Record those speeches
• Record sermons and meetings
• Interviews with members
• Events
• Podcasts? Well…

33. 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

34. Communications Calendar 2013
News Additional Print
eNews Press Releases Advertising Digital Marketing
Media Projects Newsletter
Q1 FOCUS: Opportunity Fund Cycle, HC Gives, Annual Dinner, Annual Report
Jan Oppty. Fund Cycle 1 Opportunity Fund FAFSA Days Open Doors Marketing Plan Opp Fund FB
Scholarships Cycle 1 reminder New Board FAFSA Days FB & tweets
Members
FAFSA Days YouTube board video FB
Opportunity
New signage New board
Fund
members
Feb New board Scholarships Scholarships Open Doors Annual Report start HC Gives planning
Feb.
members FAFSA Days Parks Trail FAFSA Days reminder Tunnel painting video, pix
reminder Tunnel Painting FB
LHC Reunion
LHC Reunion live tweets; FB
FAFSA Days
Eric IUPUI panel
Mar Opp. Fund Cycle 2 Annual Dinner Annual Dinner Annual Dinner Golf Outing Save Day HC Gives soft launch
open Jordan's Place
Opp. Fund Cycle 1 Opp Fnd Cycle 1 Ann Dinner invites / WAR on Twitter
recipients recipients evite
Annual Report to
printer
Grant totals

35. Media Goal 2013 YTD 2012 Total 2011 Social Media Goal 2012 YTD 2011
Advertisements Facebook
Print Total Likes 155 147
Flyer 12 14 17 Posts 2 9
HCBL/ICON 12 26 15 Reached 36 37
Other 2 3 6 Talking About 17 3
Online -Flyer Ads YouTube
Views - Skyscraper 80,000 108,668 74,173 # of videos 4 -
Click-thru's 150 143 114 # of total views 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
Press Releases 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%
View (open rate) 25% 23.43% 25.50% Parks/Recreation 0% 2% 0%
Click Thru 5% 3% 3.00% Religious 0% 0% 0%
Total Clicks 45 NA Opportunity Fund $ 61,145 $114,190
Most Popular 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%

36. Twitter tracking
"@" followers
"@" new
# of tweets
Retweets
Referrals to website
Referrals to blog