Title: PR%20and%20Marketing%20for%20NOF%20Digi%20Linda%20Quinn%20Head%20of%20Communications%20linda.quinn@nof.org.uk
1PR and Marketing for NOF DigiLinda QuinnHead
of Communicationslinda.quinn_at_nof.org.uk
2PR and Marketing
- Define Objective and timescales
- Identify selling points
- Identify Audiences
- Target Audiences
- End Result - Raise Awareness and increase hits
3Objective
- To provide a unique model for the creation of
innovative on-line learning resources for the
potential benefit of every citizen - The projects are designed to support lifelong
learning under three broad themes-cultural
enrichment, citizenship, and re-skilling. - Timescales All projects will have some live
content by the end of 2002. However their public
launching will depend on further development in
some cases. There will be a momentum generated
towards a national launch of the NOF-Digi
resource early 2003.
4The objective of the PR and marketing plan will
be to
- Raise awareness of NOF Digi in general
- Raise awareness of individual projects and their
unique selling points (USPs) - Raise awareness of potential users
- Target audiences that we wish to reach
- Provide key spokespersons and contact details for
each project
5Target AudiencesTarget audiences will include
(not exhaustive)
- Schools and users in schools
- Libraries and users in libraries
- Media including specialists
- Local authorities
- Professional bodies and hubs
- Computer industry professionals and enthusiasts
The internet knows no geographical boundaries and
access to web sites is not restricted
6MethodologyUse traditional marketing tools and
electronic marketing. We should also consider
whether there is justification in paid for
advertising or advertorials.
7Traditional Marketing would include
- Leaflets, posters, postcard, stickers,
promotional goods - Pamphlet/Brochure celebrating whole Digi
programme using best practice - Media - press releases, launches, features
- Identify specialist publications and specialist
writers - Advertising - publications and radio
Establish what selling points are and build up
database of good examples to sell. Web address
should be on everything we produce.
8Electronic Marketing would include
- Search engines - submit pages to AltaVista,
Excite, Google, HotBot, Lycos, etc - Online media - e.g. BBC online, Guardian, etc.
- Site links - with other relevant sites
- Hub links - industry, subject related sites
- Register with other portals - National Grid for
Learning - On line advertising (?)
9What NOF can offerGuidance on your draft press
releases - ensure adequate timeAdvice and
support on
- Launches
- General Publicity materials
- Advice on clashing launch dates
- Features and news stories
- Coordinate a national launch
- Advice on media interviews
- Share best practice
- Exchange ideas in a forum in marketing and
branding - Produce a publication for a national launch
- Provide point of contact for queries on PR and
marketing at tobecreated_at_nof.org.uk
10What projects can do
- Provide information on dates for going live on
the web - Display NOF funded mark on news releases -
optional - Use standard form of words for grant
acknowledgement on press releases - Use standard notes to editors to describe Fund
and Programme - Share press releases with NOF - 48 hours in
advance of distribution