Getting the word out: Media and Promotion - Dec Master Minds Circle

Cold, snowy weather didn't stop Coalition members from generating solutions to the challenges of media and promotion in the December Master Minds Circle, a luncheon meeting with the goal of collectively brainstorming solutions to a community-building challenge. This month’s challenge came from the Ignacio Community Library.  Here's a sample of the discussion:

What types of promotions are you doing and what have you done in the past?

Flyers: 8.5x11 color flyers hung on message boards around town, 12 sheet backpack flyers that come home with younger kids in homework folders, 11x17 Posters in classrooms poster protector sleeves 
Print: PSAs and earned coverage in the Durango Herald, Southern Ute Drum, Durango Telegraph, Pine River Times, and school newspapers, Bob Cat Bugle and El Diablo.  Also paid ads, although the cost is often prohibitively expensive. Coffee News PSAs.

Calendars: What's Happening Durango, Southwest Scene (Durango Herald online), KDUR and KSUT (read on air)  community calendars

Social media: Facebook (adult audience), Instagram and Snapchat (younger/youth audience), a free text messaging service to remind kids and parents, also District Dialer with school communiques
Radio: PSAs on KSUT radio, American General media, KDUR, free radio interviews from 4 Corners Broadcasting

What has been your most successful and fail promotion effort?

Lasting Impressions (flyers that hang in the bathroom) was least successful in terms of working with the company but you might still see our Anti-tobacco advertising up from several years ago. The most successful: tagging businesses and organizations on Facebook can increase reach and encourage others to share the post. Tag example = @celebratinghealthycommunities.
Persistently calling the Herald to get a reporter/photographer to event - especially the education beat. They like to cover scholarship boot camps for instance which appeals to their sense of community. I say, "This is really something you should be covering." Need to call reporter, not use web-based portal .
How do you know what works?
Use Google analytic to measure hits to website and Mail Chimp (newsletter service) can measure clicks, traffic, reach, ect. 
Boys and Girls Club serves small demographic and advertises with the Southern Ute Drum.  We find that fliers go home but parents don't necessarily read. As far as promotional items, kids love frisbees, sunglasses temporary tatoos, yo-yos, drawstring backpacks, rulers or other school supplies. Coffee mugs are a bust. 
Ignacio Chamber Meeting is a good way to promote events - members can tell them events and announced events which might have businesses increase donations. Please represent CHC when you go to chamber meetings. Positive Behavior System adopted by town of Ignacio to work on character attributes. Ignacio multi-cultural committee January 11th at noon. Chris DeKay is contact for committee. 
Ignacio Library goes to schools for summer reading program that includes a skit to introduce program. Also send home information to parents. Class by class. 150 kids came to program. They also conducted survey after library programming to track now participants hear about programming. (No one form of advertising seems to work best) Digital advertising on TV screen in the library and sandwich board outside of building are effective. Asset of the month outside of an office. Also, inside on white board Asset of the Day and tip of the day. 
Probation department text reminder pulls from database. Calls are effective unless they don't have voicemail. 
La Plata Youth Services tries to engage a family with sequence of letters, calls and cards for holidays. They've found events like Unchain My Heart and a 5K dash bring more visibility to the organization. KSUT has community matching fund to promote events! They also are partnering with school-based health centers to bring in students. Promote program to get referrals go to police department to train how to make a referral. Parent referrals are now taken too. 
TRIO walks the streets and goes into schools, talking face to face, texting, calling, Facebook,and snail mail all at once. Building relationships is still key to get to "yes"and enrolling young person in their program.  They've found that setting up appointments with perspective families during parent teacher conference and having a table set up at the school is effective. 
The group agreed that 99X - American General Broadcasting were the best paid radio advertising
Celebrating Healthy Communities also uses retractable banners for <$150. Vista Print, Everyday flyers, research best price. These banners look nice and businesses tend to let them stay up, sometimes for multi-years. In the past, paid to sponsor free bus day ($250) and got design the reel on TV in buses as well as KSUT on air announcement. Regularly we use Everydoor direct mail through USPS which allows us to target income level, family size, and mail routes with educational postcards.  (5000 postcards is apprx. $1,000) 

Other announcements:

  • TRIO works with high school students and is noticing more mental health issues with students. Youth Mental Health First Aid training at FLC with lunch, February 17th, 9-5 pm. Call Marya to register ahead of time at 247-7618.
  • Power Career Fair at FLC run by San Juan BOCES open to all local high schools. January 7, 9-2 pm. Kids are bussed in from all over the county.
  • Boys and Girls Club of the Southern Ute Indian Tribe is putting together another Family Night. Date is TBD. 
  • Next CHC Meeting is Jan 19th in Bayfield at Town Hall, 10:15 Learning Collaborative Workshop presented by the Pine River Library, general meeting starts at 11:30 
  • Next Master Minds Circle is Feb. 16 - Same location- 175 Mercado, Upstairs Conference Room 

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