Who What Where When & Why Should They Care - Kettle Con 2021 - Marketing - The Salvation Army of Texas

Kettle Con 2021 - Marketing

Who? What? Where? When?
 & Why Should They Care?

Be S.M.A.R.T! Set Goals..
• Approach Christmas with a clean slate and open mind –
  like a bed of freshly fallen snow!
• Set S.M.A.R.T. goals – specific, measurable, achievable, relevant and time-based
    • Increase donations – How? What's your goal? Is that reachable? What tools
       will you use? Any new ideas? Timeline?
    • Engage more volunteers – How many volunteers are needed? How to
       promote Register to Ring? Timeline?
   • Set goals by program – Register to Ring, Red Kettle Challenge, Angel Tree,
     Kettles, Volunteers, etc.

Get Started Early...
• It's never too early to plan!
• One National campaign theme
• In 2020, "Rescue Christmas" was released on September 17
• NHQ will provide assets and resources
• Provides the opportunity for consistency throughout the country and
  across Texas – same message, assets, look and feel of the campaign
• Promote the campaign message locally at every opportunity
  and build it into all aspects of the Christmas program – media
  releases, talking points, interview/speaking opportunities, collateral,
  social media, etc.

Spread the Word!

Christmas Media Kit 2021
• Plan to email customized releases, PSAs, and assets directly to media contacts in
  each market beginning November 1, 2021, using Meltwater as in 2020
• Corps Officers to complete template releases with local information
  including kettle goal, service stats, program specifics, contact information,
  quotes, etc.
• Officers to return next scheduled release                                      to
  Comms Staff by each Friday for
  Monday                                        distribution
• Update local media contact list

2020 Media Releases - Example
• Localized releases, in English and Spanish, emailed each Monday between
  November 2 and December 14 providing fresh content to media and
  opportunities for local interviews and follow up
• November 2 – The Red Kettle Challenge
• November 9 – The Salvation Army Needs Holiday Volunteers
• November 16 – The Salvation Army Angel Tree
• November 23 – Mores Ways to Give!
• November 30 – Forgotten Angels
• December 7 – Rescue Christmas
• December 14 – Red Kettle Campaign Falling Behind

2020 Corps Participation
• 23 non-Area Command Corps participated
in CMK 2020
• 5 Corps opted out of release distribution
but utilized CMK assets throughout the
season – Corps with full-time local
communications staff
• CMK material provided to Area Commands
• Positive feedback from media contacts

CMK Follow up..
• Follow up weekly CMK distribution with calls to media
  contacts
   • "Did you receive the release? Any questions? Would you
     like to schedule an interview? How can I help?"
• Positive, year-round media relationships are going to be
  very beneficial at Christmastime – credit in the bank!
• Distribute PSAs to radio stations – offer to go record the
  PSAs?

Other outreach...
• OOH ads – ask billboard companies to donate space or if
  they have a non-profit rate – NHQ provides OOH assets
• Build a giant kettle – partners and businesses host it throughout the season
• Vehicle wraps – ask car dealerships to donate vehicle for the season – wrap it –
  Abilene had a Dodge Challenger promoting Red Kettle Challenge!
• Regularly share photos of bell ringers & volunteers on FB – people love to see
  themselves on FB! (get permission!) Tag, tag, tag!
• Highlight community partners – why do they support The Salvaiton Army – make
  a quick video or grab a quote
• Connect with Civic Clubs – Rotary, Lions, Kiwanis, church groups - early and get
  on schedule to speak

Get ya' a Captain Kettle or Shieldy
mascott!

A great and fun addition
to any kettle or event!

Tell Stories of Ministry
• Tell the story of year-round ministry made possible by the Red
   Kettle Campaign
    • Meals, shelter, clothing utility & rent assistance, food pantry, etc.
    • Share client testimonials/photos/videos - made possible by
      donations
• Red Kettle Campaign donations stay local – important message
  within a community

What's new for 2021?
            Pay attention to and promote
            new programs for 2021
            • Apple & Google Pay
            • QR Codes/NFT tags
            • Registry for Good
               • Set up and promote
                  registry
               • Highlight specific items
               • Share Angel Tree
                  testimonials

Promote Content from NHQ - Influencers

Social Media Divisional Posting Schedule
• At the beginning of the pandemic the DHQ communications team began posting
  content to Corps FB pages
• Established posting schedule and consistently posted to more than 30 non-area
  command Corps FB pages using Sendible
• Content included COVID assets, EDS response info, Salvation Army Today, and
  scripture posts
• Continued throughout Christmas promoting Rescue Christmas, Red Kettle
  Challenge, Register to Ring, Registry for Good, and more…
• Corps encouraged to post local content