On Demand Virtual Event Series

[TITLE CARD] Noble Academy logo; Shriners International Education Foundation presents: Mini Lizzies, Maxi Goods for Kids: Engaging Spouses.

[SLIDE 1] Mini Lizzies, Maxi Good for Kids – Inclusiveness.

We recognize that our spouses, partners, and significant others play a vital role in our success in promoting Shriners Children and Shrinedom.

This does not go unnoticed, as Lady Janet Gould of the Modesto Shriner Club has said, “As a proud Shriner wife, we are grateful that we are invited to participate in activities.”

“Shriners made it a point to include their wives and girlfriends in their activities. We appreciate it!” Lady Mystie Leib, Modesto Shrine Club.

Speaker 1:

So what you're seeing now is an example of how we use inclusiveness to build and sustain our chapter. We recognize that our spouses and significant others are hugely important to the work we do. Promoting Shriners Children, investing the time and effort to make sure we demonstrate that we recognize the roles our families play in our work, pays benefits to the club and gets the advantage of a more diverse perspective. I've been in open meetings where a spouse saw something we missed in a conversation, brought it to our attention, resulting in an enhanced decision that was more broad based. Remember Nobles, they know in which tents and in which caravan you sleep.

[TITLE CARD] Noble Academy logo; Shriners International Education Foundation presents: Marketing Plans and Best Practices: Action Planning

[SLIDE 1] Mapping a Plan Document it.

Simple documentation allows everyone involved in the membership efforts and outreach to align. It is important to:

Establish your goals, determine your campaigns, content and tactics, define what success looks like

Speaker 1:

So we start with mapping a plan. It sounds so simple, but documented that writing it down really allows everyone involved in your efforts and outreach to align on certain things. It's so important to establish your goals together, to determine the campaigns content and tactics like I talked about, and define what success looks like for you and your efforts. Just a little illustration about the importance of writing it down. We've all been out on a shopping trip. Maybe it's the grocery store target. You get there, you realize you've forgotten your list. What happens when we shop without a list? We take way more time than we need. We end up buying things we don't need, and more times than not, you get home and you've forgotten something important that you intended to go there for in the first place. So it's just that simple comparison to something that happens to us in our everyday life and how that applies to something that's happening in these things we want to achieve through planning. So writing it down really, really, really important.

[SPEAKER CARDS] Veronica Ambuehl, BAM Marketing, VP, Director of Client Relations; Jordan Longhi, BAM Marketing, VP, Director of Digital Marketing.

[SLIDE 1]

[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

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

[SLIDE 1] Digital Tools Content Ideation.

Social Management Tools.

Speaker 1:

Digital tools. There's a lot of different digital tools out there. We picked a handful that we think would be valuable in just every day strategic planning, every day, get awareness, getting the message out. So those include content ideation and some social management tools. Probably heard of some of these.

[SLIDE 2] ChatGPT logo; chat.openai.com Social media posts.

Social media content calendars. Prompt engineering.

First one chat, GPT. Everyone's heard artificial intelligence, ai, I think AI's here to stay. It's pretty remarkable at what you can do with AI and chat. GPTI think is probably the first consumer facing AI system that is free right now that you can sign up for and just start asking questions. And the way that it can formulate an answer is pretty remarkable. I will say, even though I say remarkable chat, GPT ai, it's not perfect. You should never copy and paste something you should never take. Always fact check everything that it puts out. Always put your own spin, your own style. But what AI is going to allow you to do is move you forward. 30%, 40%, 50%. You have writer's block. It's going to kind of move that needle a little bit. Have a couple of quick examples of things that we put together here.

[SLIDE 3] Chat GPT: Social posts.

Write two social media posts that are less than 150 characters, promoting an upcoming gala charity event for XYZ Company. Be witty and fun. The goal is to raise $100,000 in one night.”

[Social Post response image]

Speaker 1:

So social, the example we used here. Write to social media posts that are less than 150 characters promoting an upcoming gala charity event for X, Y, Z company. Be witty and fun. The goal is to raise a hundred thousand dollars in one night. So you can see how there were variables we use in there. How long we want the post to be witty and fun. You can say, write it as if a first grader wrote it. The words will be different. Write it as if a college level individual wrote it, professor wrote it. So first post, join us for a night of glam and giving at the x, Y, Z company gala. Let's turn dreams into dollars. One fabulous evening at a time. Maybe it's perfect, maybe it's not. Chances are it's not going to be perfect. But there's components of this that you might be able to pull and use in those posts.

[SLIDE 4] ChatGPT: Content Calendar.

Write a social content calendar for three posts per week for three weeks that is for a children’s hospital that focuses on orthopedic care, scoliosis, sports medicine, cleft lip and palate, burn care, clubfoot, and spinal cord injury. Lay the response out in a table format.

[SLIDE 6] “Of course! Here’s a concise social content calendar for a children’s hospital spanning three weeks:”

[Content Calendar response image]

Speaker 1:

Content calendar, sometimes it's we've created a lot of content. We're running out of ideas. We need a little bit of help. What are some fun things that we can do? The prompt here. Write a social content calendar for three posts per week for three weeks. That is for a children's hospital that focuses on orthopedic orthopedic care, scoliosis, sports medicine, clef, lip and palate burn care, clubfoot spinal cord injury. Lay the response in a table format. That's exactly what we get here. And pretty remarkable that it lays it out right before your eyes. You can see it kind of typing. Put it in a table format. And from here, again, this is probably not perfect for what you want, but if you can pick two to three of these and run with them, that's wonderful because the prompt took 60 seconds to write and then you just kind of take it from there.

[SLIDE 6] ChatGPT: Photo Post Ideation.

We are hosting a gala in hopes of donations for a children’s hospital. Please help us generate photo ideas that would be great to use and also provide social copy that can accompany those photo themes.

[SLIDE 7] Photo Post Idea response image

Speaker 1:

Photo post ideation. So this one is interesting in that you, let's say there's an event and part of your role is to make sure you get photos to post on social. Sometimes when you're in the moment, you forget to take the photos, you don't take the photos, you dunno which ones to take photos of this can be oftentimes helpful. So the prompt here we are hosting a gala in hopes of donations for a children's hospital. Please help us generate photo ideas that would be great to use. And also provide social copy that can accompany these photo themes. So again, we're getting the photo and the copy. So for example, this is what it spit out. Volunteer appreciation and photo idea four, capture the photo idea, capture volunteers and organizers at the gala, acknowledging their dedication, the copy to accompany that. Our gala wouldn't be possible without incredible volunteers who put their hearts into making a difference. Thank you for your selfless commitment. Again, may not be perfect, but if you're going to an event, you're okay. I have these 10 ideas. I have these in my back pocket. If I see this come to life, I'm going to get those photos. We're going to get those posted out. It's just another tool to help make things easier. And again, never copy and paste everything.