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Creating a Public Relations and Marketing Campaign
forYour Chapter
Brother Charles TalbertFacilitator
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Necessary Marketing Tools
• Fraternity’s Branding Materials• Chapter’s Branding Materials• A Message• Launch Points – vehicles to use for final
production (usually visual)
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Branding Materials• Already available and easily accessible• www.pbs1914.org/media/graphics• has detailed electronic images,
discussed graphics vocabulary, and provided FREE versions of all CORRECT Fraternity graphic images
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Chapter’s Branding Materials
• Branding assessment– How you ‘define yourself’– How you distinguish yourself from the
competition
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Chapter’s Branding Materials
• Branding assessment– Who are you (NOTE: you must be
everything locally that Sigma is nationally!)
– How do you think you look?– How do others see you?– How do you close the gap between the
two perceptions?
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Chapter’s Branding Materials
• Branding assessment– Are your local images acceptable to the
national organization? – Who are you trying to reach?– What are you trying to say?– What is your tone in saying it? – Review and Revise what you say to keep it
fresh
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Your Message• You can’t say it all• You can’t be all things to all people• Determine if your message will– Announce (establish brand)– Invoke Action (selling tickets)– Educate (solidify brand)– Clarify (emergency marketing)
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Launch Points• TV/Radio– Interviews– News Segments– PSA’s– Advertising
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Launch Points• Print Media– The Press Release– PSA’s– Feature Article– Advertising– Chapter Letterhead– Chapter Photos
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Launch Points• Most Accessible – THE COMPUTER– Web Sites– List Serves– Blogs– Emails– Evites, Constant Contact– Social Network Media
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REMEMBER• You represent a national organization• Represent ’s ideals• Respect and honor ’s rules of
representation• Short and to the point• Review and revise• Balance your use of technologies for
the best chapter mix
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REMEMBER• Is your information relevant?
Newsworthy? Dated?• Start lead-ins STRONG, POWERFUL• Write for the media• Stick to facts (unless a feature)
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REMEMBER• Pick an angle and voice from which to
speak and remain consistent• Active, not passive voice• Word economy (K.I.S.S. – keep it short,
stupid)• Minimize jargon, frat talk (unless you
are ONLY speaking to greeks)• DO NOT USE UPPER CASE EXCLUSIVELY
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FINALLY• Competition exists for ALL
communication• All information is NOT always picked-
up and carried• You can pay for professional
placements• It takes TIME to get news INTO the
news
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FOR FULL PR BREAKDOWN
• Join us at Conclave 2011 for the in-depth, non-abbreviated version of this workshop
• Find workshop times and room locations in the Conclave Agenda
• For follow-up and more detail:[email protected]
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Thank You!