FYA Public Information Strategic Planning Meeting, October 31, 2017 Meeting Notes

1. 11:00am to 3:00pm
2. Present: Patrick Endres, Julie Ashburn, Marylee Bates
3. We agreed to schedule 3 Public Information Meetings annually, to help keep eyes on the progress and development of FYA’s Public Image and marketing plan.
4. Review FYA Website and made changes to simplify the navigation and page content.
5. Annual Marketing Calendar
   1. Developed a recurring calendar to guide FYA in marketing for the year in Print, Radio and TV Advertising.
6. In January 2018 we will convert the existing website into a new template that is more versatile for our needs. This will take some time in converting all pages and content appropriately. Currently, it requires complex coding to get the home page to look like we want and general edits and changes need to be more accessible by others.
7. Fred Meyer community awards card accounts need to be updated by everyone annually in July. Our constituency needs to be appropriately informed.
8. Defining our demographic
   1. Age group and gender of FYA donors
      1. What is the average age of our donors?
         1. We know in general that our individual donor base is older and largely female but we will work on defining this better.
      2. What is the gender distribution?
9. Schedule and Budget
   1. Statistics say that a 6 week span is most productive
   2. Event focused
   3. Budget to be defined in the 2018 Operating Budget
10. Radio Advertising
    1. 5 Segment Periods
       1. Youth Focus: February 1-15 (free through I-heart media and PSA)
       2. Youth Focus: June 1-15 (free through I-heart media and PSA)
       3. OHN Event Focus: Aug 15-Sept 9 (free through I-heart media and PSA)
       4. Youth Focus: Oct 1-15 (free through I-heart media PSA)
       5. Holiday Donor Focus: Nov 15-Dec 31 (Paid)
11. Television Advertising
    1. What have we done in the past?
       1. 2016: One Paid Ad in Nov 24 through December 26 (1080 runs)
       2. 2017: PSA for same ad Jan thru March
       3. $637 for total package.
    2. Two TV segments a year
       1. One in Summer, June 15-July 1, 2 weeks when kids get out of school and are watching more tv.
       2. One in Winter, 6 week campaign Nov 15-dec 31 in conjunction with radio ad campaign. We agreed to have a new ad made in a winter context, but the same audio can be used from the previous ad that has been well received.
12. Direct Ad Campaigns
    1. One for Endowment Funds (Research)
    2. One for End of year giving (Christmas Season)
       1. Julie will research and explore options and present some options in the next Public Information meeting.