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Welcome to
Best of Statewide Website
Marketing Ideas
Hosted by NTAP / Pro Bono Net
June 22, 2007
Our goals today
• Introduce and discuss recent successful
marketing practices for SWEBs
• Explore and discuss SWEB marketing
challenges – and their solutions
• Learn planning and evaluation strategies
that can help you market your sites
effectively
Best of Statewide Website Marketing Ideas
We’ll explore four areas:
•
•
•
•
Marketing to clients
Marketing to advocates
Marketing on a shoestring
Guerilla marketing
Best of Statewide Website Marketing Ideas
Participating panelists
• Vince Morris, Arkansas Legal
Services Partnership
• Cynthia Vaughn, Ohio Legal
Assistance Foundation
• Jerald White, New Orleans Legal
Assistance Corporation
Best of Statewide Website Marketing Ideas
We asked…
• Who is involved with marketing your
statewide website?
• What is your marketing budget?
• What is your biggest marketing success
AND challenge--large or small?
• What do you hope to learn from this
training?
Best of Statewide Website Marketing Ideas
Survey says…
[Insert survey results]
Best of Statewide Website Marketing Ideas
Marketing myth-busting
• The Internet will do your
marketing for you
• You have to hire a
professional to get any
results
• You have to make
headlines to have an
impact
• You have to spend a lot
of money for your
campaign to be
successful
Best of Statewide Website Marketing Ideas
Marketing boils down to four steps
1. Doing research to know what your
users want and need
2. Designing your “product”
3. Promoting it
4. Evaluating
Best of Statewide Website Marketing Ideas
You have a head start!
• Marketing starts at your front door with
everyday interactions -- your reception area,
voice mail message, website front page.
• It continues with the positive relationships you
develop with people you work with and serve
(staff, clients, volunteers, funders).
• And extend to relationships you develop with
new partners and audiences.
Best of Statewide Website Marketing Ideas
Marketing to clients
- Vince Morris
- http://www.arlegalservices.org
Best of Statewide Website Marketing Ideas
Marketing to clients – other
creative examples
• LawHelp.org/NY elected official
outreach campaign
• TexasLawHelp outreach project
made it easy for partners to promote
the site themselves by providing
downloadable brochures and posters
http://www.montanalawhelp.org/link.cfm?1849
Best of Statewide Website Marketing Ideas
Marketing to advocates
- Cynthia Vaughn, Ohio Legal
Assistance Foundation
Best of Statewide Website Marketing Ideas
Marketing to advocates
Other creative examples
- Iowa Legal Aid offers CLE
registration discount for
probono.net/iowa members
Best of Statewide Website Marketing Ideas
Marketing on a shoestring
- Jerald White, New Orleans Legal
Assistance Corporation
Best of Statewide Website Marketing Ideas
Marketing on a shoestring
Other creative ideas
• WashingtonLawHelp.org “What’s
New” e-newsletters
• Start a blog -- see texasriograndelegalaid.blogspot.com)
• Press releases for new content,
major milestones
• Nominate your project for an award
Best of Statewide Website Marketing Ideas
Guerilla Marketing
• Montana Legal Services Association
Coaster Campaign
www.montanalawhelp.org
Best of Statewide Website Marketing Ideas
Guerilla marketing
Other creative ideas:
 Fans at the state Fair (IA)
 Adhesive stickers (WA)
 Bookmarks (WA)
 Call in to radio talk show to pitch your site (MT)
 Put your URL on a pen (CA courts)
Best of Statewide Website Marketing Ideas
What do these have in common?
-
Planning
Understanding one’s audience
Clear, consistent “message”
Building credibility
Flexibility, creativity, opportunism…
Leveraging people and partnerships to get the
word out
Best of Statewide Website Marketing Ideas
Key elements of planning
Develop a plan
- Who is your audience?
- What do you want them to
know?
- How will you reach them?
- How often?
- Who will implement the plan?
“A good plan today
is better than a
perfect plan
tomorrow.”
- Proverb
LawHelp Resource Series article on
developing a marketing plan:
http://www.probono.net/link.cfm?4936
Best of Statewide Website Marketing Ideas
Develop a marketing schedule
2007
Marketing/Outreach
Initiatives
Ja
n
What's New E-Newsletter
X
F M
eb ar
X
Direct mail brochures
Press release on EITC
content
Apr
il
Ma
y
X
Ju
ne
Ju
ly
X
Se
pt
Oc N
t
ov
X
X
De
c
X
X
X
Palm card for state fair
Community presentations/PR
Au
g
X
X
X
X
X
Best of Statewide Website Marketing Ideas
What do you want them to
know?
• LawHelp.org/NY Spanish site – “A new web site
providing hope and answers to Spanish-speaking
New Yorker’s struggling with legal problems.”
• TexasLawHelp.org – “Knowledge is Power”
• Probono.net/LA - “The Online Resource for
Louisiana Advocates Serving the Public Interest."
[Other examples of effective tag lines?]
Best of Statewide Website Marketing Ideas
Communicating your
message
Contact
info at top
Quote in
2nd ¶
repeats
message
that site
solves a
serious
problem
Headline & Subhead summarize
news release,
draw readers in
Most
important
info in first ¶
Best of Statewide Website Marketing Ideas
Probono.net/NC press
release
Most
important
info in first
paragraph
3nd
paragraph
sends
message
that site
solves a
serious
problem
Headline
summarizes
news release,
draw readers in
November 16, 2006 MEDIA RELEASE
New Internet web site available to pro bono (volunteer) attorneys in North Carolina
(Raleigh, NC) – A new Web tool that will enable lawyers to substantially increase their volunteer assistance to
low-income North Carolinians was launched today at www.probono.net/NC.
The Web site was developed by Legal Aid of North Carolina (LANC) in partnership with the NC Bar
Association (NCBA) and the NCBA Foundation. LANC seeks to expand the outreach of the legal aid
community by posting actual legal cases, projects and training opportunities that are available for “pro bono”
(“for the public good”) service by the private bar.
“We developed the pro bono site to provide resources and make it easier for attorneys to volunteer their time
and expertise to the representation of low-income and economically disadvantaged clients in North Carolina,”
said Janet Ward Black, a Greensboro attorney and president-elect of the NC Bar Association. “The majority
of the over-one million families eligible for legal services in our state are working families living in the
shadow of prosperity, and they often need legal help to preserve basic necessities. Volunteer lawyers from
private practice are essential to help meet the tremendous need.”
“It’s our professional obligation,” added Black.
The partnership intends www.probono.net/NC to become "cyberspace central" by linking attorneys to the
multitude of volunteer lawyer opportunities available through the legal aid organizations in North Carolina.
Best of Statewide Website Marketing Ideas
Evaluating your marketing efforts
Sample metrics
• Gather baseline usage stats and track over time
• Surveys: ask users where they heard of your site
(client and advocate)
• Survey stakeholders / access partners about referrals
to the site
• Monitor referral traffic in WebTrends (client)
• Track media coverage (Google alerts)
• Number of inbound links
It’s an art and a science!
Best of Statewide Website Marketing Ideas
You don’t have to do it alone
• Many people charged with marketing are “accidental
marketers”
• Cultivate evangelists – people who can speak for you
(clients, advocates, stakeholders)
• Go beyond your circle of like-minded organizations
– reach out to for-profit companies with strong social
interests that can help spread the word.
– reach out to a business / marketing class at your
local university to help design or implement your
campaign.
Best of Statewide Website Marketing Ideas
Marketing: the long view
• Marketing is an ongoing process – it’s never
done.
• But it’s not necessarily about adding new
activities or expenses, it’s about integrating
these activities into what you already do.
• Look for quick wins to build momentum.
Best of Statewide Website Marketing Ideas
Resources
•
Probono.net/statewebsites online support library
http://www.probono.net/statewebsites/library.cfm
•
LSTech Resource Center
http://www.lsntap.org/techlibrary
•
Fenton Communications
Free, online best practices resources by the largest public interest
communications firm in the country.
www.fenton.com/pages/5_resources/1_bestpractices.htm
•
Getting Attention blog (NPO Marketing blog)
http://www.gettingattention.org
•
Free Range Thinking (free newsletter – “Good Ideas for Good Causes”
http://www.agoodmanonline.com/newsletter/index.html
Best of Statewide Website Marketing Ideas
Questions?
Other ideas?
Best of Statewide Website Marketing Ideas