We are wrapping up our 2008 marketing plan review for MCEC, and starting the 2009 plan. Although we will increase our PR spend significantly, the increased funding will target families and teachers of military children instead of reporters and editors. With our baseline from last year will continue to reach out to the traditional media, but our major efforts will target the mere mortals of the world directly.
Increasingly these audience are relying less on traditional media, and more on each other. They join Facebook groups where see discussions happening on how to help a child adjust to a recent move. Our organization can has resources that can help, we need to be where these families are asking the questions. We see teachers with their own blogs talking about what works in the classroom, we need to be engaged on those conversations finding the good ideas we can share with others.
Over time, I suspect more and more of our efforts will shift from producing volumes of printed material we have today and more toward engaging our constituents directly online. It's cheaper, it's more effective, and it's the first place people go today for information.
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