Marketing & Media Guide

Transcription

1 Marketing & Media Guide 1

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3 MARKETING TOOLS AVAILABLE Event Planning Guide Event checklist 3-5 Branding/Logo Use Guidelines and agency standards Example program logos 6-7 Posters/Flyers: 8-9 General program Worksite based programs School based programs Newsletters weeks of themed newsletters Working with the Media 11 Suggestions for working with the media Event Press Release Templates Kick off press release template Results press release template Program Talking Points General program talking points Worksite based programs talking points School based programs talking points Web & Social Media 10 weeks of themed social media posts

4 Event Planning Guide Pre Event Planning Recruit/invite Planning Committee (PC) members Set roles and responsibilities 4 6 Month Prior to Event Set date and time of event Select venue (review Venue Checklist) Submit venue contract for approval/signature Secure venue deposit (if applicable) Prepare budget Permits/liability insurance (if applicable) Make list of media and potential corporate sponsors (if applicable) Start/obtain in kind donations (water, food, volunteers, etc.) Draw tentative site plan Assign duties (legal/logistics, sponsorship/donation, marketing/pr, budget) Plan for Plan B (inclement weather) Create/obtain forms for sponsors and exhibitors (if applicable) Create/print promotional items, save the date promotions and event flyer Create/print promotional items, save the date promotions and event flyer Begin sponsorship requests 3 Months Prior to Event Secure First Aid responder (if applicable) Secure sound system (PA) Secure emcee for event(s) Create tentative map layout with walk route and signage Make list of exhibitors and assign for contacts (if applicable) Order SWAG (incentives, promo items, etc.) Reserve stage and portable toilets (if applicable) Reserve portable electricity (if applicable) Create walking route signage 4

5 Event Planning Guide 3 Months Prior to Event (cont.) Print brochures, flyers, forms and begin distribution campaign Finalize Calendar of Events Begin recruitment of teams and set date for captain/site manager trainings Set up forms, brochures, flyers on county website 2 Months Prior to Event Create tentative event agenda Confirm power source availability for vendor/exhibitors (if applicable) Finalize event map layout for walkers and exhibitors Print signage for walking route Distribute PSA to radio and TV Continue WAT! recruitment in community Recruit entertainment Social media campaigns Recruit volunteers for event Confirm sponsors 6 Weeks Prior to Event Order shirts and prizes 1 Month Prior to Event Media and social media campaigns Site signage Confirm all commitments Submit news release promoting health (and add event with link to county website) 2 Weeks Prior to Event Media blitz TV and radio shows Submit newspaper advertisements Confirm entertainment (if applicable) 5

6 Event Planning Guide 1 Week Prior to Event Invite media for day of event coverage Complete participant list Pick up T shirts and prizes Verify First Aid responders (if applicable) Meet with emcee: agenda, list of sponsors, and itinerary 1 Day Prior to Event Set up tables, tents, etc. (if applicable) Day of Event Set up markers, signage, start/finish Set up registration table Set up of PA system Set up of stage area Identified area for trash cans (if applicable) Identified area for first responders (if applicable) Identified media spokesman for event Emcee and/or lead: agenda, list of all sponsors (for thank you), list of all exhibitors (for thank you), and itinerary After Event Site clean up: etc. Submit news release recapping the event (with link to county website) 6

7 BRANDING/LOGO USE Our logos represent our brand. We need to protect them by using them exactly as they are designed and by using them properly and consistently. It s important to use the Walk Across Texas! logo correctly and that it is clearly connected with Texas A&M AgriLife Extension. When using the AgriLife logos, please do not: Alter or recreate the logos in any way Retype or change the logotype fonts Separate, reposition, or delete parts of the logo Remove anything from or add anything to the logo Rotate the logo Use colors other than those approved Stretch or distort the proportions of a logo Printed or promotional materials representing Walk Across Texas! should include the Walk Across Texas! logo. Various file formats and approved color versions can be downloaded from the Walk Across Texas! website at: and resources/marketing materials/ Our logo should only appear in designated colors, available at the link above. When printing in black-and-white, use the black and white version of the logo. A white or reversed version of the logo is also available for printing on dark backgrounds. Approved color combinations are also available when printing in color. Always use the appropriate file version for print or web to maintain highest quality. BOTH the AgriLife Extension logo AND the Walk Across Texas! logo should be included on all materials. A good option for including both logos is to put the program logo and the AgriLife Extension logo in opposite locations (program logo at top of the front page vs. AgriLife Extension logo on the bottom of back page; or program logo at top left vs. AgriLife Extension logo at the bottom right). The program logos that include the Texas A&M AgriLife Extension tagline underneath should only be used on materials that will be licensed or used with permission by third Parties, or as part of a partnership. This combined version should not be used in place of using the program logo and the AgriLife Extension logo on Extension materials. 7

8 BRANDING/LOGO USE Download these files at: and resources/marketing materials/ 8

9 POSTERS/FLYERS Use these files to print posters or submit to local newspapers for advertising events. General/Public 4 ½ x 5 ½ overview card 8 ½ x 11 overview flyer 24 X 36 poster event details 8 ½ X 14 poster event details 8 ½ X 11 flyer event details 4 ½ x 5 ½ card event details Adult/Worksite-based 4 ½ x 5 ½ overview card 8 ½ x 11 overview flyer 24 X 36 poster event details 8 ½ X 11 flyer event details 4 ½ x 5 ½ card event details 8 ½ x 11 poster Event Kick off 8 ½ x 11 poster Half way there 8 ½ x 11 poster Celebration event Child/School-based 4 ½ x 5 ½ overview card 8 ½ x 11 overview flyer 24 X 36 poster event details 8 ½ X 11 flyer event details 4 ½ x 5 ½ card event details 8 ½ x 11 poster School Kick off Event 8 ½ x 11 poster half way there 8 ½ x 11 poster Celebration event Download these files at: and resources/marketing materials/ 9

10 POSTERS/FLYERS SAMPLES 10

11 NEWSLETTERS Download these files at: and resources/marketing materials/ 11

12 WORKING WITH THE MEDIA Promotion of program/event: Use the provided press release templates to notify local newspapers, radio and TV stations of the program/event Submit events to community calendars in newspapers, TV morning shows, community radio, Chamber of Commerce Use the provided print ad for community newspapers, school/business newsletters, websites Offer to provide the reporter with weekly tips (based on the weekly themes) on walking, benefits of exercise, etc. Invite/encourage a local reporter/meteorologist to participate on a Walk Across Texas! team and form teams competing with other reporters or channels Invite reporters to cover kick off or other milestone events Talk about Walk Across Texas! in your regular newspaper columns or radio and TV programs/appearances Media Interviews Key Points to Remember: Your job is to present the facts in a way that is easy for the reporter to understand, digest and repeat Assume that the reporter knows NOTHING about AgriLife Extension or Walk Across Texas! Preparing for an Interview Use talking points to prep for conversations/interview with reporters When meeting reporters in person, bring copies of press releases, event flyers, etc., to leave as reference Interview Tips: Wear AgriLife Extension/Walk Across Texas! brand (shirt, name tag, etc.) Make surroundings work for you (choose locations free of visual, audio distractions) Be aware of body image: RELAX, but not too much Stand STILL, but not STIFF Be excited about your topic it will show and be heard! 12

13 Contact: AGENT NAME Phone: OFFICE PHONE OFFICE Walk Across Texas! kickoff set for (MONTH DAY) in (CITY) DATE (CITY, TX) The Texas A&M AgriLife Extension Service office in (COUNTY NAME) County will host a Walk Across Texas! kickoff event from (TIME TIME) (a.m./p.m.) (MONTH DAY) (LOCATION), (ADDRESS). The Walk Across Texas! program encourages people to develop a habit of regular physical activity. Teams and individuals walk or run, dance, garden, swim or do any other form of exercise for an eight week period. Each 20 minutes of exercise counts as one mile. At the end of that time each team s or person s total mileage is added up. A quick look at a map of Texas shows how far everybody would have gone if he or she had been walking in a straight line. You can walk together, individually, outside, at a mall, at a grocery store or at a gym any way that fits your schedule and lifestyle, said (AGENT NAME, AGENT TITLE). Keep track of your team s miles to see if together you can go the equivalent of the 832 miles it would take to walk across Texas in eight weeks. (AGENT NAME) said anyone can participate. Bring your family, friends, neighbors, pets, coworkers, and classmates, (s/he) said. (ADD DETAILS ABOUT PRIZES, INCENTIVES, T SHIRT ORDERS, ETC.) To register for the eight week program, visit: Walk Across Texas! is a FREE, eight week program designed to help Texans establish the habit of regular physical activity. Since 1996, thousands of Texans have participated in Walk Across Texas! # # # The Texas A&M AgriLife Extension Service is a unique education agency that provides programs, tools, and resources on a local and statewide level that teach people how to improve agriculture and food production, advance health practices, protect the environment, strengthen the economy, and enrich youth. Through a statewide network of professional educators, trained volunteers, and county offices, AgriLife Extension addresses the diverse range of contemporary and emerging issues that affect local communities. With 250 county offices serving Texans in all 254 counties, County Extension Agents serve families, youth, communities and businesses throughout the state. 13

14 Contact: AGENT NAME Phone: OFFICE PHONE OFFICE Walk Across Texas! Celebrates XX Miles DATE (CITY, TX) More than XXX participants contributed to a cumulative X,XXX miles over the past two months, participating in XX County s Walk Across Texas! program. The Walk Across Texas! program encourages people to develop a habit of regular physical activity. Teams and individuals walk or run, dance, garden, swim or do any other form of exercise for an eight week period. Starting on DATE, XX participants began incorporating physical activity into their regular schedules and logged the activity on the program website. Each 20 minutes of activity counts as one mile. At 832 miles across Texas, participants could have traversed the state XX times. QUOTE FROM AGENT OR PARTICANT ON HIGHLIGHTS/BENEFITS, said XXX. To find out about future Walk Across Texas! events or to sign up a team, visit: Walk Across Texas! is a FREE, eight week program designed to help Texans establish the habit of regular physical activity. Since 1996, thousands of Texans have participated in Walk Across Texas! # # # The Texas A&M AgriLife Extension Service is a unique education agency that provides programs, tools, and resources on a local and statewide level that teach people how to improve agriculture and food production, advance health practices, protect the environment, strengthen the economy, and enrich youth. Through a statewide network of professional educators, trained volunteers, and county offices, AgriLife Extension addresses the diverse range of contemporary and emerging issues that affect local communities. With 250 county offices serving Texans in all 254 counties, County Extension Agents serve families, youth, communities and businesses throughout the state. 14

15 TALKING POINTS General Being overweight and inactive is linked to many health problems, including heart disease (the leading cause of death in Texas and the U.S.). Other diseases that are linked to obesity include type 2 diabetes, hypertension, osteoporosis and certain cancers (Centers for Disease Control and Prevention). Being active can improve your physical and mental health, reduce the risk of chronic disease, and improve your chances of living a longer life. Walk Across Texas! is a free, eight week program designed to help Texans establish the habit of regular physical activity. This is an 832 mile challenge that connects people to fitness and fun. By giving Texans access to healthy resources, helpful tips for a healthy life, and a community dedicated to physical activity, Walk Across Texas! helps Texans walk across the state by putting their best foot forward for health. Walk Across Texas! Is life changing. By completing the eight-week program, you will feel better, lower your stress level, and get all the additional benefits of regular physical activity, not to mention creating long standing, healthy habits of physical activity. Walk Across Texas! Is for everyone. All Texans are encouraged to take part in Walk Across Texas! No matter your fitness level, all you need is 30 minutes a day to realize the benefits of a healthier life. Worksite based Programs Worksite Wellness programs can encourage employees to adopt and maintain healthy habits, which can result in better health, reduced absenteeism, and improved employee satisfaction. Worksite Wellness programs begin with a single step and in Texas, those steps have been supported and surrounded by friends, family, co workers, and thousands of others, all thanks to Walk Across Texas! Walk Across Texas! is a free, eight week program designed to help Texans establish the habit of regular physical activity. By encouraging physical activity, through friendly worksite competitions, employers can benefit from healthier employees who have reduced risks of chronic disease. By completing the eightweek program, employees will feel better, lower their stress level, and get all the additional benefits of regular physical activity not to mention creating long standing healthy habits. 15

16 TALKING POINTS (cont.) Healthier employees mean employees who have fewer health risks, and fewer sick days the benefits to employers and employees makes programs like Walk Across Texas! a win win for everyone. We can help you get started today by providing access to healthy resources, helpful tips for a healthy life, and a community dedicated to supporting physical activity. Walk Across Texas! can help your employees log miles across the state by putting their best foot forward for health. Everyone is encouraged to take part in Walk Across Texas! No matter their fitness level, everyone is welcome to participate and take the first step to a healthier life. The first step for employers is to help promote this Worksite Wellness program and encourage competition. School based Programs Walk Across Texas! has more than 20 years of documented success for improving wellness and physical activity among adults and youth statewide. Walk Across Texas! is fun for students and for the teachers and volunteers who lead them. Spending time walking with classmates and having a friendly competition with other classes or grades make physical activity fun and rewarding. Walk Across Texas! is easy. A teacher or volunteer simply walks with the students. You can keep track of the miles you walk or track the amount of time and convert it to miles on the Walk Across Texas! website. Walk Across Texas! can help a child s entire family make physical activity a part of their lifestyle. The program allows student to earn bonus miles by walking at home and with family. Walk Across Texas! is supported by more than 275 lesson plans developed by AgriLife Extension health specialists and 4 H youth development specialists, broken down by grade level, from kindergarten through high school. The lesson plans are linked to the Texas Essential Knowledge and Skills (TEKS) for math, science, language arts, and more. Walk Across Texas! is a low to-no cost way to encourage 60 minutes of physical activity every day for every student. Walk Across Texas! is supported by a full service website, providing online registration and record keeping databases, lesson plans, and other resources 24 hours a day. Walk Across Texas! and all its resources are available free of charge! It is a powerful, healthy lifestyle program created and offered by the Texas A&M AgriLife Extension Service. 16

17 WEB & SOCIAL MEDIA Website: Walk Across Texas! is on the web so participants can register and enter their mileage online, and they can see their progress as their team walks across Texas. They can even find out mileage equivalents for different forms of physical activity, such as dancing, gardening, or Pilates. It all counts! The Walk Across Texas! website also includes a blog with articles supporting the importance of exercise. Facebook: Walk Across Texas! is also on social media. You and your participants can like the page, post photos, share success stories and encourage others to get involved. You are encouraged to share posts from the Walk Across Texas! Facebook page on your local county Facebook feed. It is not recommended for counties to create individual, county specific Walk Across Texas! Facebook pages, but to incorporate Walk Across Texas! into county or local program social media accounts. Refer to the Texas A&M AgriLife Extension social media guidelines for more information about utilizing social media to support county and program events at the AgriLife Extension employee website. There are a series of social media posts created for each week of the eight week program. Examples are shown on the next page. Download the files for the social media posts here: and resources/marketing materials/. 17

18 WEB & SOCIAL MEDIA Sample Social Media Posts Download these files at: and resources/marketing materials/ 18

19 walkacrosstexas.tamu.edu Educational programs of the Texas A&M AgriLife Extension Service are open to all people without regard to race, color, religion, sex, national origin, age, disability, genetic information or veteran status. The Texas A&M University System, U.S. Department of Agriculture, and the County Commissioners Courts of Texas Cooperating