Pub. 2 2019-2020 Issue 3

16 Blanket Online Security Concerns, Especially During Times of Unrest Security is another resistance point for the non-online set, especially during times of social unrest. Address this head-on with a one-sided handout sheet and an identical web page. Content should center on bulleted points that hammer home the fact that your online service is built with best-in-industry security technology: local service, world-class security. Even if your front-end web presentation is basic, most businesses have strong back-ends from larger organizations with multiple firewalls, particularly for transactional functionality. Adapt some of their super security techno facts to this purpose. If you need help shaping up this message, get outside marketing professionals on the project. You will be asked about security. Have this tool ready to blanket concerns from prospects. Win their trust and online utilization volume will follow. Sure, many of us are “kick the tires” businesses, but the process starts online and that trend will only increase in the future. For Employees: AMotivational TeamMessage We’ve all seen the famous, stiff-upper-lip Britishmessage that exhorts readers to “Keep Calm and Carry On.” It was produced tomotivate the English population to stay strong in spirit during what became “The Blitz” bombings of London duringWorldWar II. Given the war we are currently engaged in with an insidious viral enemy, we offer a version of that message for small business employees, many of whom may be sequestered at home: Stay Connected and Carry Through. The first part of the message is obvious—we all have to stay connected through our wealth of digital tools to continue doing our jobs and serving our customers. The second part is a gentle reminder that, despite the change in the work environment, performance expectations remain high and, nowmore than ever, it is important to “carry through” on all work responsibilities. It ain’t a snow day, kids— there’s real work to be done. A simple messaging device can serve to galvanize employee spirit and focus on the tasks at hand. There are many creative directions to fit the unique culture of any business. Whatever your team’s rallying cry may be, it is valuable to have a succinct motivational message that can bring people together as a united force determined to overcome a common, formidable challenge. Remember the Alamo. Three More Crisis Communication Absolutes 1. A centralized communication hub (Landing page/dark site): It’s vital that all of your outreach efforts are presented separately from your standard web content so people can quickly find only information conveyed within the crisis context and timeframe — specifically, what your business’s current policies and practices are, and how to connect. 2. Ongoing and up-to-date messages (email, social media, etc.): Don’t make customers and community members come to you; continue the outreach and gain new social media and email followers by providing regular, relevant communication. 3. Focus your advertising efforts (Digital advertising, OOT, pre-roll video, etc.). Make sure that your messages are showing up where the audiences are during the shelter- at-home mandate — online. Budgets are tight, so make sure your media spends are tracked with analytics to ensure ROI. 3 Michael C. Keenan is the president and CEO of Keenan-Nagle Advertising, Inc. Based in Allentown, Pennsylvania, with an integrated team of creative, media, web, analytics and client service professionals, the Keenan-Nagle firm has been in continuous service since 1954 and is the longest-serving advertising/ marketing agency in Pennsylvania’s Lehigh Valley region. For more facts, visit www.KeenanNagle,com or call 610-797-7100. continued from page 15 The first part of the message is obvious — we all have to stay connected through our wealth of digital tools to continue doing our jobs and serving our customers.