CEO update | February 2019 | Media special features
End of February already! These first two months of 2019 seem to have whizzed by.
Today a full-page special feature promoting dispute resolution and Resolution Institute was published in The Age, The Canberra Times and The Sydney Morning Herald. (It was the same in each newspaper – view it here >>) In December last year, a very similar full-page special feature was published in The West Australian >>. The West Australian team gave us very positive feedback, telling us that the total number of views of the digital version was 1892 which exceeded their target of 1500. They reported that the ad units surrounding the article delivered 699 impressions, the average time spent on the page was 4 mins 16 seconds and that the social reach was to 17,502 people. On the strength of these results, we decided on a similar feature in east coast newspaper. Let’s hope for similarly strong results. If you get the chance, please go to the papers themselves and let us know what you think.
One of our strategic goal areas is to build our profile. We know too that building profile – brand awareness - is important to many of our members. If our brand is better recognised, then we assume that Resolution Institute accreditation will carry more influence, we will be included in more contracts and this will lead to more work for members. Getting airspace in conventional newspapers is, of course, challenging. With more than 700,000 not-for-profits across Australia and New Zealand we are in a large pool of organisations, with many powerful stories to be told and many issues to be raised. The intensity of the competition is one of the reasons we decided to invest in these two most recent special features – they guarantee publication at the time arranged.
Social media of course provides ever-growing opportunities for reaching our audiences. Social media gives us the chance to target the ideal audience in a way that conventional marketing often does not. It also gives us the chance to get real-time feedback on the services we offer. With this feedback we can build stronger relationships with those consuming what we post. Social media is more of a level playing field, accessible to big and small players. We are putting emphasis on advertising our events – training and professional development- on Facebook and providing notices in Linked-in and Twitter, as we grow our social media presence. We will be monitoring it and we are interested to hear from you if you think that our social media advertising is converting to increased attendance at our events, particularly those organised locally by our members.
Speaking of local events – congratulations to all those Professional Development Groups across Australia for organising and running eight professional development events already this year. Your colleagues, I am sure, say a big “thank you” to you for providing such a vibrant program of professional development gatherings.
28 February 2019