Date post: | 28-Dec-2015 |
Category: |
Documents |
Upload: | esmond-armstrong |
View: | 213 times |
Download: | 0 times |
Marketing on the Cheap!
Envision Hawaii Conference June 18, 2005
Mary Fastenau, StarrTech Interactive
Tammi Chun, GEAR UP Hawai‘i
Ask the hard questions What “business” are you in?
What is your brand image?
Who are your “customers”?
What business are you in? Example: American Heart Association
Research business? Public education business? Advocacy business? Fund-raising business? All of the above
What is your brand image? Brand is set of values you stand for and
how you want to be recognized Your brand is sum of all your customers’
interactions with your organization Promotions, advertising Employees, volunteers, contributors, clients Fundraising Ongoing relationships Any touchpoint
Why is brand important? “If we don’t have a clear, strong and simple
brand, they might see what we do, but they’ll forget who it was that did it.”
Look at your brand Who are your “competitors”? How do you differentiate your organization from
your competitors? How do you position your organization? What is your unique role?
Who are your customers? Who are your target audiences? Example: American Heart Associations
People who are at risk for heart disease and stroke
Research community Medical community Other health educators and partners Potential funders
Marketing strategy elements Targeting—to whom are you going to market your
products and services?
Positioning—how are you going to differentiate yourself from competitors?
Product/Service Attributes—what attributes/features will the product/service have?
Marketing Communications—how are you going to reach the target and with what message?
Marketing strategy elements Pricing—what price will you charge the target?
(Note: Remember that a price can be time as well as money.)
Distribution—what channels will you use to distribute the product or service?
Customer Service—how will you manage additional customer needs? American Marketing Association:
http://www.marketingpower.com/
Create a plan Decide the target audience, how you are
going to reach the target and the message to communicate
Determine how much of your budget is allocated to reaching the target with the message
Develop goals for each part of the plan Try to track everything you do. Think outside the box
Example:
Goal: Reduce disability and death from cardiovascular diseases and stroke by 25% by the year 2010.
Tactics: Focus on public education-“Learn and Live” campaign
Work with partners who can help increase the number of people reached
Target areas that have the most impact, i.e. hospitals that are treating heart attack survivors
Example:
Role of brand Brand name carries history and reputation
in science, medical, and fund raising communities
Potential partners know the value of AHA Make sure the brand and goal are
communicated in all encounters
Example: AHA Heart Walk Objectives
Raise money for the AHA Increase awareness of issues affecting heart
disease and stroke Encourage healthy living and physical activity
Example: AHA Heart Walk Target markets
Businesses who in turn are asked to recruit employees
Strategies Recruit a high-profile business leader as chair
Al Landon, Bank of Hawaii Focus on the one to one commitments from business
leaders Create high visibility for participating businesses
Example: AHA Heart Walk Marketing used
Radio station to promote and provide talent Work in partnerships so that businesses
get exposure Internal communication within
businesses One to one marketing via the Internet
Example: AHA Heart Walk Success factors
Money raised Number of people who participated Number of sponsors for the health fair Ease in recruiting next year’s chair
Practical tips - How to start? Look at your internal resources
Expertise Connections Enthusiasm/success stories High profile issues or people Unique opportunities
Be realistic
How to start? Look for partners
Supplement internal resources with external ones
Identify partners who share your values Understand the mutual benefit for partner Focus on the brand and make sure everyone
is on the same page
How to start? Coordinate elements of the plan
Public relations (“earned” media) Advertising (“paid” media) Direct mail Promotions Internet Collateral material
Public relations Inexpensive way to get your name out Requires a plan
Media advisory Press release Op-Ed/Letters to the Editor
How to get a story Pay attention to the media and see what they are
reporting on Look for individual reporters Tailor your story to what they are interested in
Public relations See if there are opportunities for guest articles
Example: Kelvin Taketa from HCF in Honolulu Advertiser
Example: Sally Little in Pacific Business News Become an expert: Make certain you are on the list
of people who are contacted in your area of expertise
Publicize promotions and new hires
Public Relations Understand your target markets and how to
reach them Midweek’s two-page spread on non-profit
events Weekly’s coverage of Envision Hawaii
conference
Advertising Look at ways to hit your target markets
Approach a TV station to see if they would produce and sponsor PSAs
Special sections in Hawaii Business Hawaii Association of Broadcasters Cable TheBus placards
Advertising Ask for details on any advertising buy
Where or when will the ad appear? Are there any discounts for multiple
insertions? Does a discount make sense? How many people will see the ad? Who are those people?
Advertising One message per ad Make sure the ad supports your brand
image Tell people what you want them to do after
they see the ad (“call to action”) Find a way to track the results before you
place the ad
Direct mail Relevant message to targeted market Offer something of value Test the offers and the creative if possible Develop a plan of action for the replies
Should they be entered in a database? Is there a follow-up required?
Direct mail Make sure you buy a good list
Example: Hawaii non-profit bought a list of businesspeople for under $200 and ended up with six enrollees in an expensive seminar
Or barter for a good list Example: GEAR UP shares list with other
college prep programs for recruiting
Promotions Join with a media partner for a contest or
prize Easter Seals’ Taste of Honolulu Chef de Jour
tickets via Downtown Weekly Provide giveaways to organizations that
promote your brand Think of unusual partnerships Look for cause-related marketing
opportunities
Internet Clearly define what you want the site to
accomplish Informational Transactional Relationship building Customer service The list goes on and on
Internet Determine the budget for the site and get
multiple bids Think about it as a long-term investment Have all the pieces in place to make things
happen Decide who will maintain the site Make sure the visual image fits with your
brand
Internet Look at third party software
E-commerce – Will Yahoo Stores work? http://store.yahoo.com/
Email – Microsoft BCentral http://www.bcentral.com/products/lb/default.asp
Site updating http://www.macromedia.com/software/contribute/
Cheap web hosting: ICD Soft Google-like events & copy
Collateral Material Important way to communicate brand Provides tools for staff, volunteers, clients to
spread message (especially when it’s not easy to reach target via mass media)
Collateral Material Develop graphic design
Brochure shells Library of graphic elements Own stock photos
Collateral Material Understand printing
“Gang up” multiple projects Print “additional stuff” in the margins Use colors well Hagadone advice about printing: “Training & Support”
at http://www.hagadoneprinting.com Postcard Press: http://www.postcardpress.com/ Use templates In house color printer vs. Kinkos
Collateral Material Understand mailing
Postal guidelines for size Bulk mail requirements Netpost mailing via http://www.usps.com/ Outsourcing
Logo items http://www.cafepress.com/
Conclusion Think outside of the box Remember your mission Understand your brand position and be true
to it Look at your return on investment
Analyze the cost expended for marketing Real money Opportunity cost
Set up mechanisms to track results
Conclusion Ask the hard questions when someone is
pitching you an opportunity Know when you can handle things yourself
and when you need help Have fun
ContactMary Fastenau
StarrTech Interactive
Tammi Chun
GEAR UP Hawai‘i