A well-planned program is only effective if people know about it, highlighting the crucial role that marketing and outreach play in the success of your digital navigator program. Shannon O’Brien, a digital navigator with the National Digital Navigator Corps (NDNC) from Washington State University – Grays Harbor Extension, was “surprised at how much program development and marketing were needed when starting out. People should understand that this is a big part of their job.” Whether a digital navigator like Shannon is responsible for marketing or if other staff handle it, experience shows it’s a vital investment for a successful program.
Here are five key takeaways from the NDNC that can help you build a strong marketing plan.
1. Know Where to Meet Your Audience
Effective marketing involves a strong understanding of your community to create a message that resonates with your target audience and will show up where they can see it. What appeals to or motivates them? What is their preferred method of communication? What social networks do they use? How do they get information offline? Creating a baseline understanding through collecting demographic information can help narrow down when and where to advertise. Brainstorm ways to distribute your message digitally and through offline messaging such as mailing, emails, social media, canvassing, posters, billboards, TV, and radio.
Because each community is different, each approach within the NDNC was different. Pottsboro Library cast a wide net by producing commercials for its DN program on the local TV station. The TV commercials had amazing results, and many people recognized their digital navigator, Mark, when they walked in. This appealed to folks who may get their news from TV, and might not be fully engaged online.
“[There is] no such thing as too much advertising! We were afraid to get too much exposure at the start and get overwhelmed, especially for free computers. No amount of publicity is too much, especially free advertising,” says Amy Fuchs from Easter Seals of Greater Houston.
Some programs might gravitate towards more targeted advertising than TV, which is understandable if you have a limited budget or are trying to find the audience who would truly benefit from your digital navigator program. Just know that it will take time: Danielle Peterson, data manager for the NDNC site in Forest County, Wisconsin, says, “We spent 8-12 months wondering if we were reaching the right people.”
2. Use Accessible Language
The language you use will be pivotal in garnering more awareness and providing a clear understanding of what you do. Use simple, active, direct language. Simple language should be direct and respect the fact that you are talking to a diverse group of people. Take this example from Digital Connectⓒ in the Gila River Indian Community, which communicates all the key information with minimum complexity.
Accessible language works to accommodate people of all ages, abilities, and backgrounds in understanding your services. This can include people with differing cognitive abilities, low literacy skills, and speakers of English as a foreign language. Use NDIA’s DN One-Page Explainer as a template for your program’s first flyer.
“Reaching out to community members has been the most effective way for me to gain clientele. Explaining your role as a digital navigator and what services you can help with is something I have rehearsed over and over until I got the words in the right order for myself,” says one NDNC site.
Your one-line advertisements are your chance to present a positive, actionable message that is clear and to the point. Avoid confusing or catchy language that can come off as a negative or sales-like approach (e.g., “Free computer!”, “Internet too expensive?”). Your positive approach should be straightforward: “Talk to me about getting a home computer,” and have an actionable task: “Visit our website for more information or drop in on Wednesdays to see our digital navigator.” Don’t forget to show complete details–link, QR code, schedule, location, etc.
3. Use Templates for Consistency
Developing templates can help ensure your organization’s messaging is consistent and follows a brand or image your target audience will recognize. Canva is a great resource that can help you with many marketing materials and works well for the whole team to access. Canva Premium is free for nonprofits and contains premium stock images, templates, and brand development. Your templates should follow the purpose of your marketing, which is to promote your digital navigator services and events to your community.
4. Make Swag Useful
Giveaways, swag, and useful promotional materials can help spread the word about your program. Digital navigator programs have reported success in giving away items that help clients during their work with the program, like a notebook to write down things they are learning or earbuds to listen to computer tutorials in public spaces. Others added stickers with contact information for the digital navigator program to the computers they disseminated, encouraging people to contact a digital navigator with any questions.
5. Think Outside the Advertising Box
Your marketing will develop the more you are involved in your community and build your program. The NDNC site in the Pueblo of Jemez says, “Do not be afraid to try anything new. Learn about the community you will be serving and try different ways to approach and advertise your program.” They hosted a holiday lighting contest and got the entire community involved with the incentive to win electronic devices. Pueblo of Jemez’s Christmas light competition was a success–7 homes received a laptop, and others received other gifts–and there’s nothing like seeing your entire community literally light up!
How do you market and advertise for your digital navigator program? Please share with us at [email protected]!
This blog is one in a series about lessons learned from the National Digital Navigator Corps. Find more practical tips in the Digital Navigator Program Toolkit.
Connect with NDIA’s community of practice by joining NDIA and the Digital Navigator Working Group.