TELLING THE STORY OF YOUR ORGANIZATION – APRIL 30, 2014 DOUG PARROTT, EVP, PUBLIC RELATIONS & GENERAL MANAGER, BAILEY LAUERMAN UNION PACIFIC: A Brand With a Higher Purpose Storied past
. Founded in 1862 Lincoln signs Pacific Railway Actct . Silent for 25 years . North America’s largest railroad 45,000+ employees
Rapid acquisition resulted in loss of identity and tribalization. UNION PACIFIC IS A HERO BRAND
RATIONAL Personality
Enduring Might
Union Pacific is Every day, the American Original America’s largest work of the men Unwavering railroad, offering and women of the most economical Union Pacific Proud overland system affects the lives Destined for moving large of nearly everyone amounts of goods. in this country.
EMOTIONAL
Union Pacific has built and continues to build a great nation.
OLYMPIC SWIM TRIALS June 25 – July 2, 2012 2008 Olympic Swim Trials: June 29 – July 6
160,063 Fans (New American Record)
$4.1 Million in Ticket Sales
$30 Million Economic Impact
USA Swimming Awarded 2012 Rights to Omaha without Bid
Goals for 2012
Eclipse 2008 Attendance Record
$5 Million in Ticket Sales (Ticket Prices Increased 10%)
Overall Budget REDUCED, but PR INCREASED! Two-year Plan
Introduce Swimmers beyond Phelps, Lochte and Torres
Target PR/Advertising to Specific Ticket Options
Establish Print and Broadcast Partnerships
Media coverage sells tickets Get to know the swimmers
ARIANA KUKORS KATHLEEN HERSEY CHLOE SUTTON Results
167,048 (New American Record)
Achieved Ticket Sales Goal
$35-40 Million Estimated Economic Impact
Trials Return in 2016
MEGAN BILLOW, ASSOCIATE VICE PRESIDENT, DEVELOPMENT & COMMUNICATIONS, LUTHERAN METROPOLITAN MINISTRY STORYTELLING AT LUTHERAN METROPOLITAN MINISTRY Lutheran Metropolitan Ministry
21 Storytelling Challenges at LMM
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. Diversity of services
. Quantity of programs
. Programs that don’t show well
. Burdensome language
22 Traditional Storytelling at LMM
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. Print materials Brochure Annual report Quarterly newsletter
. Social media Facebook YouTube
. Website
. Monthly e-newsletter
. Earned media 23 Non-Traditional Storytelling at LMM
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. Non-traditional marketing
. Visual display
. Constituent experience
. Client images
Non-Traditional Marketing
25 Visual Display
26 Visual Display
27 Experience
28 Client Images
29 Client Images
30 SHANNON STAWNIAK, MULTI- COMMUNICATIONS MANAGER, GREATER OMAHA CHAMBER OF COMMERCE
Sunday, Jan. 12 - Shouted “OMAHA!” over 44 times Greater Omaha responds… Greater Omaha responds… Monday, Jan. 13 Denver is Set video https://www.omahachamber.org/media-center/news.cfm?proc=article&CSNF_ID=116
Omaha Business Community Anxious to “Peyback” Quarterback Peyton Manning #OmahaPeysback We even had some fun with the President. Jan. 28 President Obama responds…twice.
#4EverYourOmaha
Omaha, Omaha
Dear Denver video - https://www.omahachamber.org/media- center/news.cfm?proc=article&CSNF_ID=139 BEV CARLSON, DIRECTOR OF PUBLIC RELATIONS FOR LUTHERAN FAMILY SERVICES OF NEBRASKA Telling Your Story
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. Content Creation = Storytelling
. Where do you find the content?
. What do you do with content once you have it?
LSA Proprietary & Confidential Content Creation
56
. Everyone has a story.
. “Once Upon A Time at LFS….”
. Which stories are newsworthy?
. Think like journalists: professional storytellers
LSA Proprietary & Confidential
Content Creation
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. What do YOU find interesting? Journalists like:
. Local
. Extremes or Superlatives
. New
. Timely & Relevant
. Surprising -- with thanks to Brad Phillips
LSA Proprietary & Confidential Content Distribution
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. Traditional Media Outlets (tv, newspaper, radio) Note: relationships and trust are KING . Newer Media Outlets (website, social networks, blogging, on-line communities) . Publications – your own and others (local magazines, articles and branded content) . Speaking Engagements (i.e. United Way, Rotary Clubs, Jaycees) . Award Entries . Events – Videos
LSA Proprietary & Confidential Tools to Tell Your Story
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. Good writing
. Good speakers
. Great videos
LSA Proprietary & Confidential LFS OF NEBRASKA
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Children of God Video –
https://www.youtube.com/watch?v=rcDV-ugI8qY
LSA Proprietary & Confidential TELLING THE STORY OF YOUR ORGANIZATION – APRIL 30, 2014