Remember that good communication is clear, concise, and timely. Why would someone want to read your ad or come to your event? Why would YOU read an ad or come to an event. Use yourself as a guide.
Journalistic writing and advertising/marketing both try to catch your attention and keep it. People may not read the entire article or ad so put all the important and interesting stuff first, or display it prominently.
Who is it for?
Who is your audience? Get specific. Who do you need to reach? What is the best way for you to reach them? How do you know? The better you know your audience, the better you can be at effectively communicating with them.
Communications should be consistent and reliable. Communications are stronger when they are familiar and recognizable. For example, we know what Coke’s logo looks like, and when we open a can of Coke we don’t hesitate about how it will taste—we trust the brand and we drink. But this kind of recognition doesn’t happen overnight. Think about how many Coke ads you have seen and how many different kinds of media they use to get their brand recognized.
Think about how effective your communications could be if you had this kind of branding. Is one flyer going to get your department or event the recognition you need? Perhaps, but probably not. It all depends on your goal.
“Begin with the end in mind”
Think about what would be the best possible outcome. Now think about what steps it will take to get you there.
What will work best for your Dept/Program/Service?
All YKHC communications need “the essentials.”
- Originating Department
- Contact name and phone number
- If it’s about an event: Date, Time, Location
- If it’s a printed notice—YKHC Logo, Nameplate and Mission.
- Names, logos, contact numbers of other sponsoring agencies
- Age restrictions if any
- Cost (If it’s free, say it’s free)
- Description of event, substance of message—Keep it simple, keep it short
What will work best to reach the people you want to reach? Put the message where your target audience is. Think strategically. Do you have the time and resources to iimplement your media plan effectively? Think quality.
1. Radio PSA
- Reach wide Delta audience in Yup’ik as well as English.
- Minimal production time/effort/money
- Write simple conversational language
- Must be catchy and infromative in less than 30 seconds.
1b. Tundra Drums Messaging
- Same as a radio PSA, but with less control and even shorter. (1-2 sentences)
- Good for last-minute submissions.
- Items MUST be events/notices/newsworthy.
- Don’t abuse this outlet – it can be effective, but we don’t want them to be “dreaded YKHC announcements”.
2. Cable TV announcement channel (channel 9?)
- (fill this one out)
3. Newspaper Ad
- Covers the Delta. Two papers, two ads. Expensive (check with papers for prices and sizes). But most everybody who can read (English) looks at the papers sometime during the week.
- Think ahead, deadlines are at least a week in advance of publication. Doesn’t do any good to advertise something that happened last week…
- All print ads must include the “essentials.”
4. YKHC Messenger
- Covers the Delta plus people outside, including legislators and partners.
- Carries the authority of YKHC official publication.
- Doesn’t cost you anything. Think ahead. Bi-monthly publication, advertise well ahead of time.
- Option of getting the news out in an article without having to go through a news reporter. The downside of this is that “news” might not be considered as unbiased or inclusive of “the other side’s point of view.”
5. Flyer: 8/5X11.
- Good for announcing community-wide events open to the general public.
- Print lots, post them on bulletin boards all around town.
- Remember, they must include the “essentials.”
6. Poster: 11X17.
- Large format. Good for undated promotions. Somewhat expensive, about $1 ea. for professional printing.
- Media Services will print inhouse up to 200 ea.
- Allow two weeks for design and printing.
- Lamination may be required
7. Tri-fold brochure
- Good for providing general information about Department services, contact and access information.
- Print commercially in large quantities.
- These are for customers/clients to take and keep around. Not good for advertising specific events.
- Before you decide you need a brochure, ask yourself, “WHY”? When was the last time YOU picked up a brochure and learned something from it? Look at other brochures you see around that you think work. Look at ones that don’t work. Think about your audience. Don’t bore them, don’t swamp them with needless facts. What are you trying to achieve with this brochure? Keep it simple!
8. Direct mail
- Deliver information to a targeted audience. (No need to put flyers all over town if you’re targeting women age 45-60, for instance, and you know who they are.)
- These could be postcards, letters, flyers, etc.
- Announce changes in your program or services etc.
9. Press Release
- If an upcoming event is newsworthy or a new program or service is being introduced.
- News hungry papers/radio news might take the bait, but be prepared to answer the tough questions if there is any connection to an issue. Papers don’t want to print propaganda, they want to print news.
10. Intranet Article/Napartet News
- Great for getting the word out to YKHC employees.
- Excellent for internal communications. These are often mirrored with Outlook notices.
- These can/should be run in conjunction with your other outlets. Remember, tailor to your audience. These are your colleagues. What is interesting about your event to them specifically?
11. www.ykhc.org/online Messenger
- The power of the internet can reach everybody in the world.
- Timely information must be monitored and maintained.
- Good for general information about your department/services and how people can access those services