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October 27, 2021
Distribution: All Active Volunteers
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FEATURED DEPARTMENT - MARKETING |
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November Messaging Themes |
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November primary messaging themes will be focused on Veterans, Small Business Saturday, & Giving Tuesday. SCORE HQ will be emphasizing content, campaigns, and earned media around these three themes.
Be sure to review the Field Marketing Editorial Calendar for more resources around these monthly themes. Within this calendar, you can also view upcoming national live webinars, the HQ email schedule, Hi-Per Local's social media posting schedule, recommendations for local marketing, and more!
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Changes in Constant Contact Metrics |
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Are your metrics looking different lately? If you have seen a sudden increase in open rates and a decrease in click-through rates, you're not alone. Recently, Apple implemented Apple Mail Privacy Protection (MPP). This privacy update now means that all emails sent to Apple Mail accounts are registered as opened, even if they are not.
Consequently, the open rate is no longer a reliable data point for measuring the success of an email campaign. It also means that if you are A/B testing subject lines, resending emails to non-openers, or creating automated campaigns triggered by opening an email, these practices are no longer as effective.
However, you can track other data points reliably to create successful emails, which is still a powerful marketing tool. Successful email marketing includes segmentation based on user interests and tracking clicks in your emails. You can also look at conversions to determine an email's success.
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SCORE is mentioned on average 1,450 times per month in national and local media. Check out some of our latest media mentions at www.score.org/news.
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In a live interview on Newsy, the leading streaming video news site, SCORE CEO Bridget Weston shared insights about the state of small businesses today and what business owners need to support recovery.
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NerdWallet's article "PPP is Gone, but Government Help for Small Businesses Isn't" examines the government funding options still available for small businesses and how to get them, including seeking help from SCORE to help identify recovery resources and funding opportunities. Read the full article here. |
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Wicked Awesome Brownie owner and master baker Sheryl Perlow built her baking business from scratch and is now a coast-to-coast hit. She launched the business in 2017, but it really took off in March 2020 when she lost her full-time job due to the pandemic. She sought help from SCORE and dedicated herself to making her business a success. That hard work has paid off: sales have tripled, and her brownies are now shipped nationwide. Read more of her SCORE success story in this article on WickedLocal.com.
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SCORE's second press release and infographic from the Fall 2021 Megaphone of Main Street: Small Business Jobs Report showed that most small business owners (67.2%) are optimistic about their business growth over the next six months, despite significant hiring challenges but need help for recovery including better healthcare options, loan forgiveness and access to capital. Read the press release, access the full report, and view the infographic. This release resonated with the media, resulting in a widespread pickup in 223 outlets nationwide with a potential audience of nearly 148 million.
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In recognition of Women's Small Business Month, SCORE issued a press release on October 20, "Women Small Business Owners Face Unique Challenges to Succeed," spotlighting SCORE's mentoring and resources to support women entrepreneurs and volunteer opportunities for experienced female business owners to share industry knowledge and insight.
Pickups totaled 95 outlets nationwide, including MarketWatch and the Associated Press, with a total potential audience of 123 million. Throughout October, SCORE is profiling women-owned business success stories, recognizing outstanding women volunteers, and promoting the SCORE for Women Entrepreneurs hub.
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Top Resources on SCORE.org |
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The Top Resources on SCORE.org document lists the top 25 pages in FY21 to date, top 25 monthly workshops and resources, and the top 100 organic and on-site keywords on the national website. This document is updated monthly, and we suggest bookmarking it for future reference.
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Google for Nonprofit Ad Grant |
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The Google for Nonprofits Ad Grant is a marketing tool available to all SCORE chapters. With the free $10,000/month in advertising credit that the Google Ad Grant provides, chapters can run campaigns within Google search results through text ads.
The Marketing Team hosted a three-part webinar series that reviews how to apply for a Google for Nonprofits account, how to create and optimize Google ad campaigns, and online marketing strategy to increase engagement. The recordings and presentation slides can be found on the following Support Center page: Google for Nonprofits Ad Grant.
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Is your small business or one of your clients struggling with supply chain issues? With the holidays approaching, we are seeing interest in the media to hear how small business are managing this challenge. If you have a story to share, please email media@score.org. Our team will follow up to learn more and discuss any potential media outreach. Thank you!
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Upcoming Live Webinars for Small Business Owners |
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All SCORE offices are required to have signage that clearly states our masking and distancing requirements when in person at SCORE offices or events. Please make sure your office and workshop spaces have, at minimum, a SCORE COVID Policy sign.
You can download and print a SCORE COVID Policy Sign and other CDC signs and templates from the Support Center here.
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PwC Client Engagement Survey FY21 |
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The 2021 Client Engagement Survey with PwC went out to clients on October 18. Please encourage the clients in your chapter to provide their feedback.
To help get the word out, SCORE has provided chapters a template email, which you can send to your clients. This is available in your Chapter Constant Contact account.
Key Survey Dates:
October 18, 2021 - Survey Launch
October 27, 2021 - Survey Reminders begin going out weekly
December 03, 2021 – Survey Closes to Clients
January 27, 2022 – Survey Completion
Mid-March 2022 - Survey data available in online portal
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Knowledge-Exchange:
Recruitment Chairs
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Recruitment Chairs, let's talk TODAY! The October knowledge-exchange event is for you. Come on Oct 27 at 12pm ET to meet other Recruitment Chairs throughout SCORE as well as share and learn new tactics or tools, and get your questions addressed. This 2-hour event mainly uses Zoom breakout rooms.
Come ready to meet, share and learn!
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Wednesday, November 10 | 2:00 PM ET
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Email marketing best practices will be presented during November's Marketing Training Webinar. We will also be taking time at the end for Q&A. |
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Wednesday, November 10 | 3:30 PM ET
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The Webmaster Training Webinars will now be held on the 2nd Wednesday of each month at 3:30 PM ET, rather than on the 2nd Thursday of each month. Information specific to chapter webmasters is reviewed during this webinar, such as upcoming website sprints or website best practices.
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Wednesday, November 17 | 2:00 PM ET
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Do you have social media questions? Do you need a better understanding of what SCORE HQ provides for your chapter's social media platforms (and what it doesn't)? Are you interested in learning about optional paid campaigns to boost your chapter's workshop attendance or recruit clients or volunteers? Do you have questions about your analytics? Please be sure that someone from your chapter is participating each month. Register below and find previous webinar recordings in the support center.
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1165 Herndon Parkway
Suite 100
Herndon, VA 20170
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Funded in part through a Cooperative Agreement with the U.S. Small Business Administration. All opinions, conclusions, and/or recommendations expressed herein are those of the author(s) and do not necessarily reflect the views of the SBA. |
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