Marketing Strategy
Society of Environmental Journalists, Inc. (SEJ)
Society of Environmental Journalists, Inc. (SEJ)
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Marketing Strategy
Project details
What we need
We'd like to create a strategic marketing plan to increase SEJ membership among news professionals working in print, broadcast and online media. We need:
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A clear set of marketing goals that are in line with SEJ’s overall goals
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Strategies and tactics that respect the organization’s budgetary limitations
- Ability to maximize marketing resources by identifying the most effective channels to reach key audiences
What we have in place
- Currently SEJ has 1,400+ members in the US, Canada, Mexico and 25 other countries. The group was founded by a handful of award winning journalists in 1990 and quickly grew to 600 members. Over the last few years, even as newsrooms have cut staff dramatically, SEJ membership has been in the range of 1,400 to 1,500. SEJ staff has data about geography and employment categories of current members and a committee discussing new indicators to track members. We also have great anecdotal feedback to work with!
A word about our audience:
SEJ members work for newspapers, TV, radio stations and networks, online operations, investigative studios and wire services. Many SEJ members are independent freelancers working in every form of media, from traditional print, broadcast and online media to App developers, filmmakers, photographers, data visualizers and interactive book designers.
How this will help
This project will save us $11,198 , allowing us to strengthen the quality, reach and viability of journalism to advance understanding of issues amongst 1000 s of environmental journalists and the concerned public worldwide.
We want to spread the word about the services and community that SEJ provides, to increase participation and benefit for people who cover environment-related issues. Specifically, we could launch new initiatives to:
- educate on emerging issues and beat basics;
- protect freedom of information on environment-related issues;
- build bridges between scientists and journalists;
- foster peer communication and networks of credible sources;
- provide recognition of excellence and support for media projects; and
- provide vision and leadership for the field through strategic partnerships.
Our activities will include comprehensive annual conferences, website, publications, social media news feeds, regional events, Freedom of Information Watchdog Project, Awards of excellence, mini-grants to support winning projects, diversity initiatives and creative partnerships of varied descriptions. This work will expand the knowledge base of news professionals on environmental issues and serve to generate and inform coverage across all media platforms.
Project plan
Posted by
Jeanne S.
Development and Programs Associate
Our mission
To strengthen the quality, reach and viability of journalism across all media to advance public understanding of environmental issues.
What we do
The Society of Environmental Journalists is a lively educational community led by professional journalists who cover environment-related issues. Hundreds of journalists and hundreds of others with an interest in media and the environment attend SEJ's news-making annual conference, co-sponsored each year with a distinguished university. Other initiatives include systems for peer support and finding credible sources on deadline, mini-grants for winning projects that are not yet complete, awards to recognize excellence, mentoring and diversity projects, events bringing scientists and journalists together for translating science and telling better stories, and special efforts to educate and raise the visibility of environmental news among industry gatekeepers.
