#PPRAMemberMonday

Doug Oliver is Director of Communications at PECO. He’s been a PPRA member for 10 years.

LinkedIn: linkedin.com/in/douglasioliver

PPRA: Doug, tell us a bit about your background and your current job.

DO: For 11 of the past 14 years, Doug has worked in the energy sector, currently serving as the Director of Communications for PECO, an Exelon Company, where he leads the company’s communications, brand and reputation management strategies. Prior to joining the PECO team, Doug served as Vice President, External Affairs for Philadelphia Gas Works, the nation’s largest municipally-owned natural gas utility.

In previous experience, Doug served as Press Secretary for the City of Philadelphia and as Director of Communication for the Pennsylvania Dept. of Public Welfare (DPW). In 2015, Doug was a candidate for Mayor of Philadelphia in the Democratic Primary, establishing himself as a creative problem solver and a symbol of a new generation of thought leadership.

A proud graduate of Milton Hershey School, Doug earned his undergraduate degree from Lock Haven University, a Master’s degree from LaSalle University, and an MBA from Saint Joseph’s University. Doug sits on the Boards of the Philadelphia Convention and Visitor’s Bureau (PHLCVB), Philadelphia Youth Network (PYN) and Philadelphia Health Management Corporation (PHMC) and the Corporate Leadership Board of Barnes Museum.

PPRA: Who are your clients and/or what projects are you working on right now?

DO: Right now, PECO is investing $500 million dollars annually into our electric distribution system, including tree trimming, tree resistant cable, upgraded equipment, new technologies and preventative maintenance. These investments are all made to ensure that our customers experience as few outages as possible and that those outages don’t last long when they do occur.

Additionally, PECO is supporting a package of legislative initiatives designed to transform the energy experience for our customers. Initiatives include proposals for a microgrid pilot program, expanding fueling stations for alternative fuel vehicles, expanding access to natural gas and making solar power available to all customers.

PPRA: What is your favorite part about your job?

DO: I like the variety of the work that I do. There is always an issue that needs to be thought through. There is always a strategy that needs to be developed.

I also enjoy that as a communicator, I am permitted to play in other people’s sandboxes from every department across the company. The Communications role allows you to develop a well-rounded understanding of any business.

PPRA: What was your latest & greatest accomplishment at your job?

DO: We just managed communications through four separate Nor’easters that battered our service territory through the month of March. The storms interrupted service to nearly 750,000 customers and PECO was able to assess damage, fix broken poles and wires to restore service in record time. We were successful in working with media, regulators, elected officials and other key stakeholders to manage communications and limit the impact of our storm on our customers.

PPRA: What one piece of advice would you give to your fellow PR pros?

DO: As a communicator, you often give up your own voice in service to others. In many ways, you actually lose some of your own voice. For that reason, it is of great importance that you work for an organization that shares the same values that you have.

This makes it easy for you to enjoy the work that you do and for you to experience a fulfilling career in the communication industry.

PPRA: What book or movie could you read or watch again and again?

DO: I could read Blink by Malcolm Gladwell 1000 times and learn something new.

PPRA: What’s your favorite spot in Philly (museum, park, store, etc.)?

DO: Barnes Museum – especially on PECO Free First Sunday Family Day

(What kind of PR guy would I be if I didn’t plug our community partners?)

PPRA: How do you take your cheesesteak?

DO: I take my cheesesteak with fried onions and cheese (regular cheese, not that fake cheese whiz stuff).

PPRA: Our PPRA 2017-18 PRoactive partnership is with Tree House Books. What was your favorite childhood book and why?

DO: Marvin K. Mooney Will You Please Go Now? by Dr. Seuss

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A Night of Networking: Careers 101

By London Faust

On Tuesday, April 10, over 50 students from local universities attended PPRA’s annual “Careers 101: From College to Career” program at PECO. Ike Richman, founder of Ike Richman Communications and 2005 PPRA Hall of Fame Inductee, led the discussion among four panelists: Amber Burns of Visit Philly, Danielle Cohn of Comcast NBCUniversal and 2014 PPRA Hall of Fame Inductee, Doug Oliver of PECO, and Logan Yu of Vault Communications.

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The panel spoke about the stresses of landing a job and how to leverage your career after graduation. Burns and Yu spoke about the importance of standing out and making yourself the obvious choice to employers when interviewing for a position. Once offered a job, Cohn emphasized being a strategic thinker and problem solver to defy expectations. Oliver told students to be enthusiastic about their work, be strong writers, and take advantage of mentors.“I loved being a part of the panel, because it is so important to give back and pour into the next generation of leaders,” said Burns. “Having the chance to network at events like Careers 101 got me to where I am today, and I’m overjoyed to be on the other side of it now.”

Students also had the opportunity to get their resume reviewed by industry professionals and get headshots taken by Philip Gabriel Photography. Gregg Feistman and Jaime Martorana promoted the mentorship program by explaining to students the importance of facilitating these relationships. The event concluded with students networking with the panelists and other PPRA members.

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“This was my third time attending a Careers 101 panel, and each time I’ve left with new insight on our profession,” said Ryan Wall, a senior at La Salle University. “Last night was an excellent opportunity to hear about the varied public relations experiences in Philadelphia while speaking with professionals from different sectors. As a senior, it was also nice to help underclassmen network for the first time and introduce them to fellow public relations students across the region. As an emerging professional, the event definitely has made a huge impact in launching my career.”

The event was sponsored by Temple University’s Klein of Media and Communication, Philip Gabriel Photography, and PECO. A special thanks to the planning committee: Christina Clark, London Faust, Alyssa Guckin, Megan Lello, Samantha Retamar, Rosemary Rys, Nina Scimenes, and Kellsey Turner.

 

Marketing a Niche Art School: Tradition Embraces Technology

By William Wedo, Communications Manager, Studio Incamminati, School for Contemporary Realist Art

Here at Studio Incamminati, School for Contemporary Realist Art, effectively reaching our audience – the community of realist artists – is a constant challenge.

We are a small school (translation: “very limited marketing budget”) based on the atelier concept of learning firsthand from master artists. With conceptual and abstract work dominating the art scene for decades, we inhabit a niche community – one difficult to reach through mainstream media.

Part of our marketing efforts go toward engaging that community with a variety of messages, ranging from student recruitment to donor engagement. However, we also strategically target those unfamiliar with us and the contemporary realist art genre. Those audiences include artists who haven’t made the connection between the skills we teach and non-traditional art careers such as gaming and concept art. Donors also come from that audience.

Just like contemporary realist art, our communications strategy is anchored in time-honored concepts, but driven by the latest thinking. At Studio Incamminati we use the PESO model of integrated marketing to achieve our goals.

  • Paid Media – advertising
  • Earned Media – publicity we don’t purchase
  • Shared Media – social media including content we create and curated content we pass along
  • Owned Media content we control, including our website, social media platforms and events

Our recent Facebook Live event offers a good example of how we utilize the process. While the technology is new the communications concepts are not:

Goal/Objectives. Strategy. Tactics. Measurement. Our Goal was to connect our school’s message with artists. The Objective was to recruit more students. The Strategy was to utilize our content via social media. The Tactic was a six-hour painting demonstration on Facebook Live. Measurement was twofold: social media metrics and, ultimately, the number of student recruits driven by the event.

We needed a signature event (Owned Media) with content that would reflect the school’s brand of quality “contemporary realist art.” Our innovative curriculum teaches traditional drawing and painting skills through the prism of realism – figure, portrait, and landscape still life. However, how each artist uses those skills is left to the individual. Much like a music school or film school, Studio Incamminati believes that mastering the skills of realist painting and drawing is the key to unleashing creativity.

In the world of realist art, painting demonstrations have been a mainstay of education and inspiration for centuries. Artists study the “demo” artist for hours, scrutinizing the brush or pencil work and the manner it is applied. We took the standard live-audience demo and adapted it for Facebook Live (Shared Media). To increase out chances of press coverage (Earned Media) – and at the same time hoping to attract a larger audience – we invited Eric Rhodes, publisher of Fine Art Connoisseur magazine, as our model. His personal brand is attached to many artist-centric publications and events that are well-known in the realist art community. By design, it was a mutually advantageous partnership: We would get a larger audience by promoting him as the model and he would offer his own marketing message. That promotion included a series of Facebook ads (Paid Media) through our digital strategist I’m From The Future. We also promoted it on our Facebook, Instagram and Twitter platforms and encouraged our students and followers to share the event.

Our brand has always been synonymous with quality. That drove our most important decision – make the event as professional as possible. A smart phone on a tripod was not an option.

Instead, we hired a broadcast team – KeDa Creative Group and Widget Studios – that brought multiple cameras and lighting and sound technicians along with lots of expertise. Weiss Communications, our longtime visual consultant was on hand to support the effort.

To maximize interactivity, we enlisted two faculty members to offer expert continuing commentary – similar to a sporting event. Meanwhile a six-person team of students fielded online comments and questions. We filled the model-break periods with information and promotional spots for the school and to satisfy sponsorship requirements. We developed a minute-by-minute timeline and shared it during pre-production meetings that included everyone from the technical crew to the commentators. This was a full-fledged broadcast, designed for maximum audience engagement.

On event day, our art studio was transformed into a broadcast studio. Coax cables mingled with toned canvases as tech personnel with cameras and lights glided around easels and taborets for just the right shot. All the while, our expert commentators described the painting process and added personal insights and an occasional interview. Our social-media team manned the laptops answering artists’ questions from South Africa to Mumbai to Malaysia. And, even Northeast Philadelphia.

We also created a post-event plan that would promote both the archived versions on Facebook and YouTube. To keep the interactivity ongoing, we are introducing a continuing Facebook feature, Perspectives, that encourages and answers artists’ comments and questions.

The numbers were impressive. Within a week of the event, we logged:

  • More than 15,000 Facebook video views and another 500 YouTube views.
  • 1,700 Reactions, Comments and Shares
  • 6,271 Clicks on the video post
  • 400 new Facebook Followers
  • An Average Watch Time of 4:52:00 for the six-hour broadcast.

Of course, for our audience, ultimately it was about our content – the art. We had a golden opportunity to engage that audience with our vision of skilled, creative art and our special process that creates it. The online comments from artists were overwhelmingly positive. One of the most satisfying was from JT, who connected perfectly with our main message of mastering skills to unleash creativity:

“It’s great to see all three approaches and goes to show everyone can express their own vision better with a strong foundation.”

Time will tell if the event helps us achieve the ultimate objectives of student recruitment. But, until we have to face conversion costs and ROI, everyone involved is just enjoying the camaraderie, learning experience and the simple rush of participating in such an exhilarating event. It’s hard to put a number on that.

To view the broadcast:

YouTube (5:27:33)

http://www.youtube.com/watch?v=LRC_u5_4BKY&t=2171s

Facebook archive

Part One (3:56:43)  http://www.facebook.com/TheStudioIncamminati/videos/10155617610604436/

Part Two (1:48:46)  http://www.facebook.com/TheStudioIncamminati/videos/10155617622759436/

FOLLOW THE LEADERS: INFLUENCER CAMPAIGNS DONE RIGHT

How to run a successful influencer campaign

By Skai Blue Media

Social media is one of our favorite things to talk about here at Skai Blue Media, and for good reason: it is perhaps the most valuable and prolific resource available for brands to communicate with audiences.

Whether you are launching your brand, debuting a new product or simply looking to gain exposure, the first thing experts will tell you about any social media platform is to get to know the players. This means reaching out and fostering relationships with relevant users and established brands.

Aligning yourself with key personnel not only provides insight into what works for your target audience, it creates valuable opportunities to access and leverage the large following of these major brands through influencer campaigns.

Mogul, the user-generated, global information-sharing platform for women that reaches over 18 million people per week, is a shining example of influencer relations done right. We recently worked with the Mogul team to plan and execute their successful #IAmAMogul campaign, and have consolidated our expertise into these 5 steps for a successful influencer campaign:

1. Define Goals

Before you begin tweeting every big name in town for shout-outs, consider what you want to accomplish with this campaign, and be specific. “I want to gain exposure” sounds great, but how can you measure that? For #IAmAMogul, we established more concrete, metric-oriented goals such as “drive traffic to the site” and “increase social media followers.” This helped to focus the planning and execution of the campaign.

2. Qualify Influencers & Inspire Participation

The best influencers for any campaign will be authoritative and relevant to your brand and audience. Justin Bieber has an outstanding Twitter following of over 79.9 million, but that would not necessarily qualify him to discuss topics like gender equality for #IAmAMogul. Instead, we sought out 39 prominent women whose voices and experiences called attention to women’s issues and who are representative of the Mogul brand, such as Kelly OsbourneAlysia Reiner, and Shiza Shahid,

It is imperative that you do not contact influencers for the first time asking them to participate in your campaign. Ideally, brands should begin fostering these relationships far in advance, allowing them to grow organically.

3. Plan and CO-create content

It is important to choose the appropriate content and medium to compliment your brand and influencers. Mogul’s mission is to provide women with information to become the best versions of themselves as possible, so we asked #IAmAMogul influencers to contribute op-ed style guest blogs to the platform or share special custom graphics on their social media pages.

4. Measure & Optimize performance

Remember that you chose an influencer campaign to access larger audiences and enhance your brand’s performance, so simply asking influencers to post on your behalf will not accomplish the specific goals you set., You need to interact with new audiences by following them, answering their questions or even just saying hello. Assigning one team member to check and re-check all social platforms and track campaign metrics daily via Sprout Social or another media management tool is a smart move.

For example, actress Jessica Biel did not directly participate as an #IAmAMogul influencer, but still viewed and re-tweeted #IAmAMogul content via via WomenCare Global CEO Saundra Pelletier. Her single tweet was one of the most impactful posts from the entire campaign, earning over 780k impressions.

5. Repeat

Influencer campaigns are centered on relationships, which should not be conditional. Therefore, it is important to continue to leverage new relationships after campaigns end. At the very least, reach out and thank influencers for their participation and make yourself available for contact in the future. This helps strengthen the association between your brand and your influencer in the eyes of their audience.

No one succeeds in a vacuum and choosing the right allies for your brand is critical to social media campaign success. Keep these steps in mind when you are ready to assemble your VIP dream team and view case studies and learn more about #WhatWeDo on our website.

Note: PPRA is composed of many distinct organizations and individuals, each with different perspectives and specializations in diverse areas of public relations. Many of these members’ websites feature blogs with valuable insights and advice, and we would like to make this content available to you. Periodically, we will repost content from member blogs. If you would like to see your company’s blog considered, email Stephen Krasowski at skrasowski@rmahq.org.

#PPRAMemberMonday

 

 

 

 

 

 

 

Dave Mozeleski is Communications and Media Specialist at Liberty Lutheran. He’s been a PPRA member for two years.

LinkedIn: https://www.linkedin.com/in/dave-mozeleski/

PPRA: Dave, tell us a bit about your background and your current job.

DM: I’ve been Media and Communications Specialist for Liberty Lutheran Services since July 2015. My time is spent writing press releases/media alerts, managing our 10 social media platforms, writing/editing/creating web content for marketing and advancement, shooting/editing/producing videos for social media, and much more.

Before Liberty, I called WHYY home for 11 years where I was Promotions Manager handling on-air promotions and well as video production needs for outside clients. I was also a Creative Services Producer for CBS3 Philadelphia. My career began at Nexstar Broadcasting (WYOU/WBRE) in Scranton/Wilkes-Barre where I held various positions as studio crew, commercial producer and promotions writer/producer/editor for 5 years.

PPRA: Who are your clients and/or what projects are you working on right now?

DM: My clients right now are the communities of Liberty Lutheran Services.

Liberty owns and operates five senior living communities in southeast and central PA – Paul’s Run, Artman, The Village at Penn State, and The Manor at York Town.

Liberty also operates The Becoming Center in Ambler, The West Philadelphia Senior Community Center (WPSCC), and Lutheran Congregational Services (LCS).

One of the exciting aspects of my position is that each community has its own feel and personality. I have to know each community’s audience and what is best for each community as far as social media and media attention.

I am currently working on press pitches for events at The Village at Penn State surrounding the annual Blue and White Game, updating the events web pages for The Manor at York Town, preparing videos about volunteering for LCS and Paul’s Run, blogs about rekindling old friendships later in life in our communities, and more.

PPRA: What is your favorite part about your job?

DM: I love sharing the stories of our residents. Seeing the face of a husband and wife who have been married 75 years as they are interviewed by CBS3 about the secret to their marriage. Interviewing a resident volunteer about why she is making relief kits for hurricane victims and then sitting with her as she watches the Facebook video later in the day while reading comments from her out–of-state-family. It’s very rewarding working with a senior population, they have so much to share and tell the younger generations.

I also love connecting people to each other. I’m in the unique position where I know and see what is going on in each community on a daily basis. While our communities are varied, our staff loves to hear about events and happenings at each other community. I try to keep those lines of communication open.

PPRA: What was your latest & greatest accomplishment at your job?

DM: With the Eagles heading to the Super Bowl, a staff member alerted me to the fact that one of our residents played for one season with the Eagles in 1941. I googled him and discovered that Mr. Gloden, age 99, was the third oldest living professional football player in the nation. I contacted NBC10 and got to work making sure we could tell Mr. Gloden’s story. NCB10 did a live shot at his community during their 11:30 newscast and also ran a feature package during their 4:30pm newscast and aired that again during their 7pm Eagles special.

I also contacted the Eagles head office, who arranged for 2 cheerleaders to come out and deliver a personalized game jersey to Mr. Gloden.

Seeing Mr. Gloden light up as he was being interviewed, and then again as he watched the newscast was priceless.

Within 48 hours of being posted on NBC10’s Facebook page, this story had 771 likes/loves, 17 comments and 122 shares.

PPRA: What one piece of advice would you give to your fellow PR pros?

DM: Take time to make connections and share vital information. However, never share anything that was told to you in confidence.

PPRA: What book or movie could you read or watch again and again?

DM: The Dark Tower series by Stephen King – all eight books.

PPRA: What’s your favorite spot in Philly (museum, park, store, etc.)?

DM: I’ve been a member of the Philadelphia Zoo for going on eight years now. Although it was a two hour drive from home, my folks would bring the family there at least once a year when I was growing up and we would stay from open to close to see everything multiple times. Now I bring my kids there at least four times each year. Even if we only spend an hour or two, we always have a great time.

Plus, I proposed to my wife in front of the tiger exhibit, a la Rocky II.

PPRA: How do you take your cheesesteak?

DM: Whiz & fried onions.

PPRA: Our PPRA 2017-18 PRoactive partnership is with Tree House Books. What was your favorite childhood book and why?

DM: I have two favorites – “Danny and the Dinosaur” by Syd Hoff and “Snoopy and the Red Baron” (from 1966) by Charles Schultz. Danny is a favorite because as a kid, I always wanted a dinosaur. I now read it to my kids at least once per week at bedtime. Snoopy is because I would read it my oldest daughter when we would stay over at my parents house. We would take turns reading it and making sound effects.