MARKETING YOUR ORGANIZATION TO THE MAX!

2013 Southern Conference for Lifelong Learning24 July 2013

Randall AbneyMarketing Development Chair

OLLI@UGA

Statement of PurposeOLLI@UGA Marketing Development Committee

• The Board of Directors established the Marketing Development Committee in September 2012 as an outgrowth of the Marketing Committee and was approved at the annual meeting in 2013.

• Its purpose is to coordinate business-related activities designed to provide quality learning programs and services for members of OLLI@UGA. Such activities are to include advertising, corporate and individual sponsorships, product sales, promotion of the benefits and services of OLLI@UGA, community engagement, public relations, and publicity. Underpinning the work of the committee is its use of relevant market and membership research, meeting the needs and wants of its membership base, and attending to cost-effective techniques that sustain the organization and enhance affordability for its members.

• The Marketing Development Committee will engage the community at large and to a lesser

degree the Olli@UGA membership to support the goals and objectives as set forth in a yearly marketing development proposal.

• The Marketing Development Committee reports directly to the OLLI@UGA Board of Directors

and by extension the Membership.

WHAT, WHERE, WHEN, WHY, HOW

• What are you marketing?• Where are you marketing?• When are you marketing?• Why are you marketing?• How are you marketing?

What are you marketing?

• Fun/Excitement• Companionship/Sense of Belonging• Knowledge/Education• Friendship• Travel Opportunities• Health Benefits

What are we marketing at OLLI@UGA?

• Having the time of our lives at OLLI@UGA!

• Marketing our BRAND – use same logo on everything helps people relate to your organization

Where are we marketing?

• Greater Athens Area media• Website• Facebook• Twitter• Sponsors – door stickers/joint advertising• Partnerships/Associations listserv

When are we marketing?

• We try to market OLLI@UGA EVERYDAY• Yearly contracts with NPR station• Wear OLLI@UGA Gear• Newspaper ads concentrated at beginning of

each session – – JOIN OLLI@UGA – Membership Campaign– SIGN UP FOR CLASSES– ATTEND NEWBEES EVENTS– ATTEND BACK TO CLASS BASH

Why do we market?

• Spread the fun, companionship, knowledge, travel opportunities, etc. to everyone in the Greater Athens Area

• Financial Survival

How do we market?• Media: Radio, Newspapers, Playbills, UGA TV (Fall 2013),

Magazines, Internet. Online Athens, Cable TV banner ads• Sponsorships• Partnerships/Associations• OLLI Gear• Word of Mouth• Pocket Cards• Public Service Announcements• Banners• Website, Facebook, Twitter, Blogs• Google in 2014

Sponsors Revenue – An important source of income for OLLI@UGA

– $20,000 in 2012-2013 with 40% in-kind– $65,000 in 2013-2014 with 25% in-kind

In-kind from sponsors:Wine and snacks for OLLI@UGA eventsMeal Cost subsidized at luncheon meetingsNewspaper ads for OLLI@UGA events paid for by sponsorsPrinting – find a sponsor for printing materials at a reduced rate

Companies that want to be Sponsors

• Long Term Care facilities, Retirement Homes, Assisted Living, Hearing Aid Companies, Hospitals and other Health Care facilities, Funeral Homes, Wealth Management, Insurance companies, Grocery and specialty food stores, Beer & Wine stores, Jewelry Stores, Real Estate Professionals, Specialty Stores, Heating & Cooling companies, etc.

Partnerships/Associations

• Work with other 501 (c) 3’s in Greater Athens– Create a formal relationship with Libraries,

Botanical Gardens, Museums, Food Bank, Council on Aging, Boomers, School System, Technical Colleges, UGA, Bike Athens, Slow Food Greater Athens, Farmers Markets, Wholesome Wave, The Village, Project Safe, Habitat for Humanity, Salvation Army, Thrift Stores

OLLI@UGA Gear – one of your best sources of advertising – and you make

money on the merchandise• Sell Gear –T-shirts, jackets, vests, polo shirts,

umbrellas, scarves, etc. • Markup about 25% so it is a profit center• People stop me all the time when I have on a

OLLI@UGA hat/shirt and ask about the organization - GIVE THEM A POCKET CARD

Dallmeyer’s Expeditions in Next Magazine (FREE)

Pocket Cards to give away – Every member encouraged to carry and give

away (Cheap)

Ads in Playbills – Support local music and theatre and schools

Market to the MAX and your organization will prosper

• No organization just treads water – you are either growing your organization or you are not.

• If your organization is not growing membership your cost per member to operate will increase and membership will decline.

• Your organization is TOO IMPORTANT to your members and the community to let it just simmer.

Take control of your organizations destiny – MARKET TO THE MAX!