SUHBA.COM
MAY 2023
TACTICAL GUIDE
What’s Inside
SECTION 1
Laying a Foundation
SECTION 2
Tactics Per Persona
SECTION 3
Budget — Final Recommendations
SECTION 4
Moving Forward — PR Calendar
Laying a Foundation
01
Opportunity
Now that we know the personas we want to target and the messaging we will use, the Tactical Guide is a starting point for getting your voice out to the right people, with the right messages, at the right time/place.
While the specifics of your marketing channel strategy will likely change over time, this guide is a recommended, full-funnel starting point for Public Relations tactics.
RACE Method
Everything we do ties back to and is part of our proprietary RACE Method. In the graphic on the right, you can see how everything starts with research. From there, a cyclical process kicks off in which we analyze the research gathered, create campaigns based on that analysis, execute them in the marketplace and begin again by analyzing campaign results.
Marketing Funnel
The marketing funnel is primarily for consumer-based organizations, but can work in many marketing scenarios as well.
The funnel focuses on a customer journey toward the purchase of a good or service. Purchase can also be referred to as conversion — converting someone to do something or complete a desired action.
AWARENESS
CONSIDERATION
*CONVERSION*
PURCHASE
Message Review: Personas 1 & 2
Persona | Objectives | Opinion Leaders | Primary Message |
Association Member | Retention Improved sentiment toward association Greater support of association | SUHBA members Industry Professionals City staff and elected officials | You meet more people the longer you stay Being involved brings a sense of “belonging” Your business has support and benefits through SUHBA |
Potential Association Member | Join SUHBA | Other professionals in the industry City staff and elected officials | SUHBA has more than just “builders” Your business has support and benefits through SUHBA Being involved brings a sense of “belonging” |
Message Review: Personas 3 & 4
Persona | Objectives | Opinion Leaders | Primary Message |
The Official Representative – City Staff, Elected Officials
| Buy-in of SUHBA Understand/acknowledge how SUHBA benefits the community | Local residents Other local staff / officials | Growth is inevitable, so it’s ideal to grow responsibly SUHBA supports local interests in ways other HBAs cannot |
The Local Resident | Know who SUHBA is (brand awareness) Improve sentiment toward homebuilding efforts and SUHBA in their community
| Other local residents Official representatives | SUHBA helps keep your family close with more attainable housing Your enjoyment at the St. George Area Parade of Homes is possible because of SUHBA Feel trust and comfort that the someone (SUHBA) is watching out for the community |
Tactics Per Persona
02
A plan for connecting tactics to reach SUHBA target personas in the completing the objectives and messages previously determined.
INSIDE:
PR/Content
Digital
Media Buying
*CONVERSION*
Target Market:
Association Member
DIGITAL
-
Goal(s):
Self-interests:
Proposed tactics:
Monthly Newsletter
Strategy
What: A monthly newsletter utilizes an email marketing software to keep in contact with association members. This way you can update them with news, share events, etc.
Why: This tactic helps association members feel involved. It can also help them feel positively toward the organization as they are “kept in the loop” regarding various happenings and initiatives.
Plan
Ongoing Monthly Actions:
Measurement: You can track metrics such as open rates, click-through rates, and conversion rates to see how your email campaigns are performing.
Targeting: Association Member
Pricing
Minimum monthly budget:
$1,000 (for up to 2k contacts)
Organic Social Media
Strategy
What: Instagram, Facebook, an exclusive Facebook group
Measurement: as an awareness/consideration tactic, this tactic itself can’t be directly tied to conversion necessarily, but can be measured success through page followers, engagement, and other metrics.
PLAN
Targeting: Association Member
Pricing
Consulting starting at $600/mo
Management starting at $1200/mo
Organic Social Media
Why Consulting?
If you want someone internally to create and post or “own” social media. This package is good to provide you with analytics, guidance and still have a piece in-house.”
PLAN
One time actions:
Targeting: Association Member
Ongoing monthly actions:
Organic Social Media
Why Management?
This plan is used if no one internally is interested in managing platforms. All you have to do is film video/shoot photos we tell you to! Then, we take the content and post a strategic plan.
PLAN
One time actions:
Targeting: Association Member
Ongoing monthly actions:
Target Market:
Potential Association Member
Goal(s):
Self-interests:
Proposed tactics:
Social Media
Strategy
What: Instagram, Facebook
Why: Social media can share industry/local information with the lens of SUHBA to provide benefit and encourage membership
Plan
See previous slides for information on social media consulting or management
Targeting: Potential Association Member
Pricing
Consulting starting at $600/mo
Management starting at $1200/mo
Blog
Strategy
What: A content platform on the SUHBA website to share thought leadership information with all personas, but in particular, the potential member.
Why: Your content is a powerful foundation for your brand as well as your marketing tactics. Having at least a handful of blogs on your website for the potential member can support other marketing efforts like emails, social media, etc. that are communicated specifically to them.
Plan
Ongoing Monthly Actions: We can write monthly posts or we can write a handful of posts upfront to use for other marketing efforts
Measurement: page views
Targeting: Potential Association Member
Pricing
Starting at $750 per blog post
Email Marketing
Strategy
What: Create an email list of potential members to send routine emails to. This will keep them interested in SUHBA even if it’s just for information at first. Then, we nurture them to want to become a member.
Why: Email marketing is a cost-effective way to stay top-of-mind with potential members and nurture them to better solidify their conversion to the association.
Plan
Action:
Measurement: You can track metrics such as open rates, click-through rates, and conversion rates to see how your email campaigns are performing.
Targeting: Potential Association Member
Pricing
$1,500 for one marketing funnel�$75/mo for hard cost of automation
*CONVERSION*
Target Market:
Official Representative — City Staff, Elected Officials
Goal(s):
Self-interests:
Proposed tactics:
Media Relations
Strategy
What: coordinating directly with the people responsible for producing the news and features in the mass media, along with government information, to the public.
Why: Media Relations builds a positive public perception with communities. With these relationships, we build connections with targeted audiences through third-party endorsements, positive news highlights and coverage, compelling media stories, and more.
Plan
Ongoing Monthly Actions:
Measurement: Quantity of coverage (# of articles, reach), quality of coverage (message, sentiment)
Targeting: Official Representative
Reporting Example
Reports are delivered in meetings, documented in Google Slides and include various aspects of the Barcelona Principles 3.0 such as goal creation and measurement, inputs, outputs and outcomes. Muck Rack reporting, email automation software, Google Analytics and Sprout Social are used to establish quantitative data for this report.
Monthly or Quarterly Newsletter Email
Strategy
What: A monthly or minimum quarterly newsletter utilizes an email marketing software to keep in contact with representatives. This way you can update them with news, share events, etc. and give them the information they are requesting before they need to ask!
Why: This tactic helps representatives feel positively toward the organization as they are “kept in the loop” regarding various happenings and initiatives and knowledgeable about your initiatives and efforts.
Plan
Ongoing Monthly Actions:
Measurement: You can track metrics such as open rates, click-through rates, and conversion rates to see how your email campaigns are performing.
Targeting: Official Representative
Pricing
Minimum budget:
$1,150 per quarter or $1,000 per month
Direct Mail
Strategy
What: Direct mail should hit the potential lead at least 3-4 times consecutively in order to generate response and move the prospect down the marketing funnel towards purchase.
Why: Direct mail marketing is a proven conversion method that offers the opportunity to personally connect with audiences, raise brand awareness of your product, and push targeted leads into the consideration and purchase phases of the marketing funnel all while tracking ROI.
Plan
Measurement: Direct Mail has tracking methods that will help us determine delivery and phone number calls or website visits.
Targeting: Official Representative
Pricing
Based on number of mail pieces, size, postage, etc. and can be priced out if interested
Target Market:
Local Resident
Goal(s):
Self-interests:
Proposed tactics:
Paid Social Media
Strategy
What: Use social media platforms such as Facebook and Instagram.
Why: Social media platforms offer highly targeted advertising options that allow you to reach potential customers based on their interests, behaviors, and location.
Plan
Ongoing Monthly Actions:
Measurement: You can track engagement metrics such as likes, comments, shares, and clicks, as well as conversion metrics such as website visits and form submissions.
Targeting: Local Resident
Pricing
Minimum monthly budget:
$1,000 per platform
Digital Billboards
Strategy
What: Select a group of multiple billboard locations and rotate the same creative across each of them. Our recommendation is to focus on billboards within Washington County along I-15 to build brand awareness.
Why: General awareness to understand who SUHBA is and their connection with the parade. Since these are digital billboards, we can quickly switch out new messages (about SUHBA, from the community for the community, building for a purpose, the face behind the Parade, etc).
Plan
Measurement: Impressions, number of spots, vanity URLs in order to track how much website traffic they actually generate
Targeting: Local Resident
Pricing
Based on location and number of billboards
AM/FM Radio
Strategy
What: In considering radio, EKR recommends focusing on top-rated radio stations that target SUHBA’s audience.
It may also be worth considering endorsement campaigns with well-known DJs. DJ endorsers do live 60 second ad libs during popular shows and drive times. DJs are well-loved and allowing them to advocate for SUHBA is a more powerful message than an ordinary radio spot.
Why: Traditional radio helps familiarize local listeners with your brand.
Plan
Measurement: Number of spots
Targeting: Local Resident
Pricing
Based on location and number of billboards
Podcast
Strategy
What:
Why:
Targeting: All Personas
Pricing
Based on episodes per month. Can be delivered upon interest
Podcast Continued
Plan
Targeting: All Personas
Insight on the best length and release schedule for podcast episodes to help build your listenership.
RESEARCH
Creating a destination specific logo and podcast icon for distribution
LOGO & ICON
Using remote tools, our team will facilitate recording each episode of the podcast.
RECORDING OF EPISODES
Fixing mistakes in recording, matching audio levels between guests, and giving the overall episodes a uniform, polished sound.
EDITING & AUDIO MIXING
Uploading the podcast episodes & distributing them to the largest outlets such as Apple Podcasts, Spotify, iHeartRadio, and more.
DATABASE HOSTING
& DISTRIBUTION
Our reporting tools will give you insight into demographic information and other important metrics.
MONTHLY �ANALYTICS
Budget
03
Recommended tactics in the guide according to pre-set budget
Budget
This budget of $3,500/mo. consists of the recommended spend for each tactic.
Next Steps
04
PR Calendar Tutorial
PR Calendar
From here on out, we will collaborate via a PR calendar (linked below).
It’s a Google Spreadsheet were you can comment, collaborate and we will review and go over monthly as we pitch, write release and move forward in our partnership.