yokomizo presentation

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.

Google

Facebook

Twitter

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

Instagram

Twitter

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?