Platform for Lazareti originated from an advocacy effort of the NGOs currently residing and working in the Lazareti complex in Dubrovnik since 2012 and since 2018 they have been actively working on establishing Lazareti as a socio-cultural center (NGO House) as well as extending their cooperation onto mutual projects, activities and communication. After a successful process of internal structuring as a platform, they've decided to work on their communication marketing as a Platform to promote their mutual projects, connect and exchange their audiences and promote the idea of Lazareti as a socio-cultural center to the local community.
To help them „change the lens“ and start thinking as a Platform in the terms of marketing and PR, Žarko Dragojević (PR and consulting manager) through online workshop tried to help the Platform devise a media plan which will be suited for the aforementioned goals but also not to be a burden onto their current workload as separate NGOs. Here are some conclusions which the Platform would like to share with the rest of the world, as successfully taught by their mentor.
The key step for communication management is planning from the moment your project or activities get a green light for realisation! Here are the detailed steps:
- Analyse the situation: standard PEST and SWOT analysis will be enough, just be real and honest! Platform for Lazareti is aware that their best strengths and opportunities stem from their long history of successful work in Lazareti, but also are aware that there are external threats that increase their weaknesses, as is in the case of the current coronavirus situation.
- Define your goals: they need to be real and measurable and is especially recommended for them to be grounded on some previous successful practices and experiences.
- Define your target audience: Lazareti needs to remain an open public space that is oriented towards artistic, social and cultural practices whilst connected to the needs of their neighborhood. NGOs from Platform have their various target groups, but as a Platform, they need to work more on collaborating with the neighboring schools, universities and be more oriented towards young people.
- Think about the message you're sending: it needs to be strong and unique to catch the eye of your audience in the sea of information they daily take in.
- Decide which tools to use: think about what are the best tools to reach your audience. When it comes to marketing, there is ATL (above the line) and BTL (below the line) tools. Above the line is a communication oriented towards the mass public through media, radio, web ads, posters, etc. The goal is to reach as many people as possible. However, in the case of NGOs, the financial resources for PR and marketing are sometimes very limited so below the line communication tools are more welcome as they focus on already defined audience and direct (usually free) communication through e-mails, promotional activities and events, press conferences, Facebook events, interviews and articles on the organisation's webpage or social media page, and especially through the „word of mouth“!
- Evaluate your work: after defined periods or after completing the activity or project. What progress have you made? Get every data possible (data from the social media, surveys, focus groups, etc.) alongside data from members' self-evaluation to detect positive practices for the next period upon which new and additional techniques can be used.
Some additional tips:
Now you know which steps to make in planning. But how to start? With brainstorming. The conclusions and decisions need to be made together for everyone to follow them. Brainstorm together about ideas main messages, marketing techniques, target audiences, etc. Define your main messages and be honest as this is the only way for your audience to believe you and engage. Think about what has been successful in the past and what are the current trends. Plan your budget wisely!
When thinking about social media, think about what works best for a certain platform. For example, due to the fast times that we're living in for both Facebook and Instagram eye-catching images with concise information and message are the way to go instead of lengthy texts. Facebook also gives thorough data insights on not only the demographics of your audience but also when your followers are online and what sections of the page they're most interested in. Scary, but useful!
Love your local media, as they are your best partners in spreading the word about your efforts and creating a good image in the local community. Send them your newest information, announcements and important news. When writing a media release, have in mind to:
- Answer the common news questions: who? what? where? when? how? why?
- Write down the time, place, names of the participants, contacts and basic information
- Make up an eye-catching title and write in a way suitable for all audiences
- Recommended maximum length: one A4 page
- To make the release more interesting, you can add some interesting quotes from the main actors of the activity or some review excerpts
Who will take care of all of this? It sounds like a lot of work, but with adequate planning and clearly defined roles, it will go smoothly. Two ways have proven to be useful when it comes to media management of the platform which consists of several organisations. First, you can choose one person who will handle the conventional and social media consistently through the information given to them by the organisations. Second, you can do takeovers periodically, meaning that one person from one organisation is in charge of the PR and media for a set amount of time. In such a way, your outer communication can take diverse and unique forms and you can avoid one organisation being overburdened.
Always have in mind that your media plan is not set in stone, as the trends in the marketing field are always changing. Put aside some time for educating yourself on the topic of new trends.
These are all the recommended steps and tips for building your good reputation, image and perception in the public which will help you spread the word of your good work in the community!
So, what's next for Platform for Lazareti?
To listen to the given advice they've given! But in a closer future where public events are not yet possible due to the coronavirus, they plan to continue developing their Facebook page by uploading interesting content from their past for the new audience to get to know them better alongside posting about their newest activities as well as about their efforts of transforming Lazareti into a socio-cultural center.
ACTive NGOs is a URBACT Transfer Network dedicated to developing and improving cooperation models between NGOs and municipalities. Drawing inspiration from the Good Practice of the Riga NGO House, a platform for public-civic participation, the network brings together cities from across Europe: Riga (LV), Syracuse (IT), Santa Pola (ES), Dubrovnik (HR), Brighton and Hove (UK) and Espoo (FI). This project is being co-financed by the ERDF within the URBACT III Operational Programme. Find more: https://urbact.eu/active-ngos /Facebook: ACTiveNGOs /Twitter: @ACTive NGOs /Instagram: active.ngos
Petra Marčinko, ULG coordinator
