PR%20and%20Marketing%20for%20NOF%2[e-mail]

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PR and Marketing for NOF DigiLinda QuinnHead
of Communicationslinda.quinn_at_nof.org.uk
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PR and Marketing

• Define Objective and timescales
• Identify selling points
• Identify Audiences
• Target Audiences
• End Result - Raise Awareness and increase hits

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Objective

• 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.

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The 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

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Target 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
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MethodologyUse traditional marketing tools and
electronic marketing. We should also consider
whether there is justification in paid for
advertising or advertorials.
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Traditional 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.
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Electronic 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 (?)

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What 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

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What 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