Re: Dateline on Cohousing | <– Date –> <– Thread –> |
From: Susan LaBarre (susalamindspring.com) | |
Date: Tue, 29 Dec 1998 22:41:35 -0600 |
--============_-1297129596==_ma============ At 10:58 AM -0600 12/29/98, LScottr2go [at] aol.com wrote: >> as really excited and surprised to turn on Dateline tonight 10PM EST and > >see a feature on cohousing and Harmony Village. They did a great job. If > >you're online and live in any timezones west of here, you might be able to > >still catch it on NBC. > >I sure wish the cohousing network could let us know about marketing >opportunities like this. Thanks, Linda Scott I agree that this kind of PR can and will become a powerful function of the national network as we grow. In the meantime, there's no reason why anyone in our online community can't notify this list if national news coverage or a feature story in print, TV, NPR, etc., is about to break or has already been featured. It so happens, our local NBC affiliate is really cool about dovetailing Dateline broadcasts with a related local story and they did a quick followup after the show and featured a segment on cohousing here in the Triangle and also flashed the www.cohousing.org address on the screen. I quickly logged online and within three minutes of the local broadcast, I got 2 emails from local folks who'd just seen the show and had already been to our local cohousing website. I've since gotten another 3 emails, one of whom wrote: "Last night I saw an intriguing News show about "Cohousing". I have thought about a cohousing situation for a few years not really understanding the definition. I never even knew what "cohousing" was until last night. I just thought that it would be great to live in a smaller place where I can get to know my neighbors and share some common interests..." Powerful, huh :-) ...and...there are thousands of folks around the country who are now thinking about cohousing as a result of the show and will seek your community out within the next couple of weeks, if they haven't already done so. PARTICULARLY if this PR is reinforced. So, Linda, your marketing opportunity is first beginning!!! TV is an amazing medium and, for better or worse, the average American culturally buys into what they see on TV as real. Because of the Dateline feature, cohousing as a "real" movement has just been legitimized in NBC's viewing public's mind. People who may have heard about cohousing before... or noticed your marketing, but weren't ready or receptive at the time, may now have a brand new perception of and receptivity to cohousing. Let's now roll up our sleeves and reinforce this perception in EVERY city within reach of that broadcast. This is a great week to place ads, post or repost flyers to bulletin boards, to call your local newspaper, radio and TV station for some kind of interview... any interesting story twist will do (and remind your local media about the Dateline coverage... they like to dovetail with national coverage because it makes them look current.) You should also send out fresh PSAs about your meetings (amend whatever you can with tag lines that say something like: "cohousing was recently featured on NBC Dateline." Be creative and get your local message out there linked to the Dateline broadcast ...anything to reinforce cohousing in the minds of millions in your city or region who may have seen or heard about the show. I would be interested in hearing from other communities... say in a week or so... to see how many leads and inquiries they received as a result of this PR. Track the data and send to me directly (totals are fine) and I'll compile it for the list. Even if you have no way of knowing the source of the lead, having a significant increase in leads compared to your usual volume is enough to measure impact. I'm also on the TCN board and I'd be happy to pass on your marketing comments to those members who are focused on marketing/PR. Whoops... just got another email lead!! Way cool. Susan Susan LaBarre ENVISION CREATIVE SERVICES Phone: 919-846-0962 Fax: 919-846-9136 Email: susala [at] mindspring.com Web: http://susala.home.mindspring.com/ Across the planet, we're all one people...we just have different service providers. Macintosh forever! --============_-1297129596==_ma============ At 10:58 AM -0600 12/29/98, LScottr2go [at] aol.com wrote: >> as really excited and surprised to turn on Dateline tonight 10PM EST and > >see a feature on cohousing and Harmony Village. They did a great job. If > >you're online and live in any timezones west of here, you might be able to > >still catch it on NBC. > >I sure wish the cohousing network could let us know about marketing >opportunities like this. Thanks, Linda Scott I agree that this kind of PR can and will become a powerful function of the national network as we grow. In the meantime, there's no reason why anyone in our online community can't notify this list if national news coverage or a feature story in print, TV, NPR, etc., is about to break or has already been featured. It so happens, our local NBC affiliate is really cool about dovetailing Dateline broadcasts with a related local story and they did a quick followup after the show and featured a segment on cohousing here in the Triangle and also flashed the www.cohousing.org address on the screen. I quickly logged online and within three minutes of the local broadcast, I got 2 emails from local folks who'd just seen the show and had already been to our local cohousing website. I've since gotten another 3 emails, one of whom wrote: <smaller>"Last night I saw an intriguing News show about "Cohousing". I have thought about a cohousing situation for a few years not really understanding the definition. I never even knew what "cohousing" was until last night. I just thought that it would be great to live in a smaller place where I can get to know my neighbors and share some common interests..." </smaller>Powerful, huh :-) ...and...there are thousands of folks around the country who are now thinking about cohousing as a result of the show and will seek your community out within the next couple of weeks, if they haven't already done so. PARTICULARLY if this PR is reinforced. So, Linda, your marketing opportunity is first beginning!!! TV is an amazing medium and, for better or worse, the <italic>average</italic> American culturally buys into what they see on TV as real. Because of the Dateline feature, cohousing as a "real" movement has just been legitimized in NBC's viewing public's mind. People who may have heard about cohousing before... or noticed your marketing, but weren't ready or receptive at the time, may now have a brand new perception of and receptivity to cohousing. Let's now roll up our sleeves and reinforce this perception in EVERY city within reach of that broadcast. This is a great week to place ads, post or repost flyers to bulletin boards, to call your local newspaper, radio and TV station for some kind of interview... any interesting story twist will do (and remind your local media about the Dateline coverage... they like to dovetail with national coverage because it makes <italic>them</italic> look current.) You should also send out fresh PSAs about your meetings (amend whatever you can with tag lines that say something like: "cohousing was recently featured on NBC Dateline." Be creative and get your local message out there linked to the Dateline broadcast ...anything to reinforce cohousing in the minds of millions in your city or region who may have seen or heard about the show. I would be interested in hearing from other communities... say in a week or so... to see how many leads and inquiries they received as a result of this PR. Track the data and send to me directly (totals are fine) and I'll compile it for the list. Even if you have no way of knowing the source of the lead, having a significant increase in leads compared to your usual volume is enough to measure impact. I'm also on the TCN board and I'd be happy to pass on your marketing comments to those members who are focused on marketing/PR. Whoops... just got another email lead!! Way cool. Susan Susan LaBarre ENVISION CREATIVE SERVICES Phone: 919-846-0962 Fax: 919-846-9136 Email: susala [at] mindspring.com Web: http://susala.home.mindspring.com/ Across the planet, we're all one people...we just have different service providers. Macintosh forever! --============_-1297129596==_ma============--
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Re: Dateline on Cohousing Susan LaBarre, December 29 1998
- RE: Dateline on Cohousing Rob Sandelin, December 31 1998
- RE: Dateline on Cohousing Susan LaBarre, December 31 1998
- Re: Dateline on Cohousing Unnat, December 31 1998
- Re: Dateline on Cohousing Susan LaBarre, January 1 1999
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