Thank you so much to Bob Smith for the great information on how to promote our clubs!
Throughout, and since, the winter months a lot has been happening behind the scenes to research new inroads to spread our message of Optimism around the state. A lot of time has been devoted to exploring the possibility of Michigan Optimists purchasing billboard advertising, to reach a large audience, one blink at a time. I have been in touch with five billboard companies. An Oakland county based firm, called International Outdoor, offers competitive rates to non-profit organizations. After a number of discussions we locked in a fee of $12,000, which would purchase the leased use of 2 billboards located at high-traffic, high-visibility areas such as I-75, I-696, I-275, and/or other Michigan highways, for up to a 4-month time span. Both billboards would not be placed in the same area.
In talking with the president’s of a number of Optimist clubs, several concerns were raised, including could we change the locations of our billboards, could we change the message on our boards, and how would we create a method of monitoring the calls of interested potential Optimists?
The original thought was that interested Optimist clubs would contribute what they could financially, and in creating a dedicated website to track calls and collect contact information statewide, we will see an increase in the membership of our clubs. In researching this further, it is clear that to make any changes in billboard location, our message, or any change, would dramatically increase the base start-up fee/cost of $12,000, to far more. All of our local clubs are working hard to provide the finances to continue programs already in place. At this time of recession, it has been decided that billboard advertising is not a viable source of marketing/advertising presently.
Currently in process is the production of PSA’s (public service announcements) which will run on local, tri-county metro Detroit radio media outlets such as WOMC, WJR, WNIC, WDET, and WWJ. I have been making calls to Optimist presidents up north, and in outlying areas, to learn the call letters of their most prominent radio outlet. I’ve been in touch with several of the station managers, to guage their interest in running the PSA. These updates PSA’s will begin hitting the air in July. Depending upon the area of the state it is broadcast, the PSA will have contact info of a club president in that area. When a call is received from a potential Optimist, that club president will funnel the contact information to the appropriate club. My thanks to you all for agreeing to assist in this way.
May I ask YOUR assistance with this idea? I am a journalist, and have great interest in writing stories to appear in YOUR local newspapers, about YOUR Optimist club. Do you have a standout event coming up? Do you have a club member who has gone above and beyond for kids in your area? What great happenings are going on in your JOII clubs? Please take a moment and let me know. This is what potential Optimists need to know about. This is the link to increase our membership.
A low-cost opportunity to increase the exposure of your club is to purchase banner advertising on the website of your local newspaper. This idea is picking up speed, and becoming very popular with non-profit organizations. Please keep in mind this is quick, at a glance advertising. Info to be included would be club name, meeting information, a contact name and number, and a quick blurb marketing our culture that we are all about kids. This is a cost effective method of raising the profile of Optimism. It WILL add to your membership.
I have looked into the possibility of purchasing banner space of the websites of HOUR Detroit magazine, and the Detroit News and/or Free Press. This is cost prohibitive, as these are suburban outlets that reach thousands of viewers each day. Truth is, the local news websites are far more effective for our local communities.
Just a note – please keep in mind that, when sending a press release to any media outlet to publicize your club or event, please allow a lead time of no less than one month. Each day news editors receive many press releases, from non-profits looking to promote their club. Space on the newspaper page is limited, and it is not possible to print each release that is received. In sending a press release about a month early, you are ahead of the pack, and this can greatly increase the possibility of your info being printed. If you have a very large event that will be attended by hundreds, or more, please consider sending your release to local television stations. Chances are this information will be placed on calendar boards, possibly on the TV station’s website as well. This lends great credibility to all of our clubs, and will reach the masses, at no cost.
Please take a moment and let me know of some of the great events upcoming in your club. Thanks ever so much for your help with this. I truly wish to spread the positive message of what we do, how we do it, and who we do it for! I am very proud to be an Optimist. Let’s work together to build our clubs. Have a magnificent summer!!
Maureen Moore
Michigan District PR chair
Past President, Optimist Club of St. Clair Shores
snowbizmo@gmail.com
(586) 255-6526
