Editorial Calendar Show and Tell
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Get some editorial calendar basics, followed by behind the scenes tours of 3 nonprofit editorial calendars. Presented at 18NTC in New Orleans, April 2018. #18ntc #18ntcedcal
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Editorial Calendar Show and Tell
- 1. Editorial Calendar Show and Tell
- 2. Kivi Leroux Miller, Founder and CEO Nonprofit Marketing Guide Sharon Sharp, Marketing and Communications Manager SPCA Tampa Bay Lisa Dove, Director of Communications and Outreach Virginia Community Healthcare Association Heidi Gollub, Director of Marketing, Marathon Kids
- 4. An editorial calendar is a communications director’s road map . . .
- 5. It allows your org to set a course
- 6. But there is no Google Maps. You are Google Maps.
- 8. All of your major communications channels –WHERE is the content going out?
- 9. The timing of it all –WHEN is the content going out?
- 10. Strategic messages that get you closer to your goals – WHAT is the content about?
- 11. You can also add optional elements like • Who is responsible • Internal deadlines • Creative brief or direction • What stage the content is in (eg, idea, draft, review, approved, published) • Notes or conversations as the content is created • Post-publication metrics
- 12. To expect the unexpected shows a thoroughly modern intellect. ~ OscarWilde
- 15. Use a Tool to Build a Calendar That MakesYou Smarter
- 17. Calendar Brain?
- 19. Let’s go under the hood.
- 20. • Spay/Neuter • TNVR • Vaccinations • Specialty Surgery • Wellness • Acupuncture • Adoption Counseling • Behavior Helpline • Volunteer Program • Training School • Pet Boutique • Surrender • Cruelty Investigation • Wildlife Rehab • Education/Camps • Public Speaking • Tributes/Memorials • Ambassadors • Events • Legacy Giving/Pet Trust
- 21. Challenges? • The shear number of programs, services and events • Marketing department often not informed about changes • Very little information exchanged between departments or locations
- 22. An Editorial Calendar! • Central location where everyone can see what everyone else is doing • Program and marketing staff are collaborating on the same dashboard, ensuring information is up-to-date Solution?
- 23. The First (Unsuccessful) Calendar
- 24. 1. It wasn’t incorporated into what they were already doing 2. No one remembered it existed Why it flopped? 3. They were overwhelmed with choices
- 25. What did work for us?
- 33. Challenges Retiring as a Firefighter • Create a Process Where and When There was None • Remove the Mystery • Learn to Say No • Sometimes be Selfish • Stand my Ground when Necessary • Make Decisions with Confidence Doing these things: • Built trust in my professionalism • Boosted my Confidence • Reduced Stress • Helped Me Fall in LOVE Again with my Job
- 34. Criteria • Help ME Be More Productive • Visualizer-Arranger • Productivity Ninja • One place to collect everything • Ease of Team Member Collaboration • Provide a Variety of Views • Visualizers • Arrangers • Prioritizers • Planners • Uncomplicated Set-Up • Minimal Amount of Administrative Time • Flexibility to Make Changes • Easy Access • Desktop • Apps • Visible for All Staff
- 35. False Starts • Initially Didn’t Use Anything • So OVERWHELMED was just trying to make it through the week • Lied to Myself • “I’m really great at adapting to these emergencies when in fact I was just “Winging” it. • Personal Resistance • Too long to set up • Too much administrative time • No interest from other staff • Created a Post-It Method • Great for One or Two People • Provided Nice Visual for other Staff • Outgrew it • Tried Other Platforms • Outlook Calendar • Excel • Trello • Asana • Airtable: Round 1 • Had to Experience Failure before Perfection • Level of Staff Interest • I tried to be too Democratic
- 36. Airtable: Looks Like a Spreadsheet | Acts Like a Database • Airtable is a relational database tool that doubles as an online collaboration service. • It's highly visual and it facilitates meaningful conversation. • Businesses might use it to manage CRM, and individuals might use it to create inventories of collections they own. • Airtable is different from older database management systems because it looks like an app that anyone with an iPhone could use. • Because Airtable allows people to view information differently, it makes the tool suitable for new, collaborative uses.
- 37. Everything COMs in One Place
- 38. Many Different Ways to View
- 39. Grid View
- 41. Gallery View
- 42. Filtered View
- 43. View an Individual Record – Can also show Update History
- 44. Link Records so that Fields can filled with Pre-Populated Information
- 45. Flexibility- You Can Make Changes When Necessary
- 46. Another Feature We’ve Found Useful for COMS: Forms- Collected Info Populates a Base
- 47. Future Changes • May need to separate some of the data; create additional sheets • More incorporation of the great tips for Repurposing Content from Kivi’s training sessions: • Use the Parking Lot for Everything- And More Efficiently • Rules of Three • Long Form | Short Form | Visual Form • Time Periods • Now | Soon | Later • Beginning | Middle | End • This Month | Next Quarter | In aYear
- 49. On a mission to get kids moving! Marathon Kids
- 50. Marathon Kids is dedicated to improving the health of children by providing them with the tools, motivation, and support to live happier, healthier lifestyles.
- 51. Editorial Calendar Challenges ● Mapping out themes several months in advance ● Variety of content: blog posts, email newsletters, press releases, social media ● Multiple audiences: donors, volunteers, parents ● Multiple contributors: internal and external ● Project management: assignments, communication, deadlines
- 52. Criteria for a Good Editorial Calendar ● Collaborative platform ● Ability to assign contributors to projects ● Ability to set due dates ● Email updates and reminders ● Easy to learn for the non tech-savvy ● Free! ● App ● Can sync with Google Calendar
- 53. False Starts
- 57. Looking Ahead ● Add more staff members to the team, so we can all collaborate on themes and newsletters. ● Encourage staff to add content ideas. ● Encourage staff to communicate through Trello cards so projects can be better managed. ● Figure out best way to incorporate guest blog posts on external sites on our Trello board.