LifeLong Links ™ Promotional Marketing Prepared by Catherine Hunt Iowa State University Extension October 11, 2006.

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Presentation transcript:

LifeLong Links ™ Promotional Marketing Prepared by Catherine Hunt Iowa State University Extension October 11, 2006

Primary Objectives Gradual public introduction Establish positive image Clearly communicate what LifeLong Links can (and CANNOT) do Prepare service providers Inform legislators Satisfy grant requirements

Tactics Implemented (February – September 2006) Branding the Iowa ADRC initiative Introduce LifeLong Links to service providers e-marketing Public relations Traditional materials Inventory and distribution of materials

Branding the Iowa ADRC

Developed market profile Created promotional mkt. plan, FY ’ Tested brand names, U.S.P’s., generic descriptions Focus groups, online survey Trademark search for selected name Registered domain name Designed logo

Brand Name, USP/Descriptor LifeLong Links Connecting you to Iowa’s aging and disability resources

Introduce LifeLong Links to Service Providers

Virtual Information Session - Webcast - Financially viable, efficient, Web-based 45 minutes Streamed on the Web - September 15 LLL features, benefits and functionality Closed captioned Archived at LLL site for 24 /7 access

Promoted Webcast Sent three s to consolidated list of service providers Industry association meetings, conferences Personal contacts ADRC partner communications PDF flyer ISUE News Release

e-Marketing

Developed graphic link Edited LifeLong Links Web copy Google search results State agencies posting newsletters, releases, other information about LifeLong Links

Public Relations

Announce at Governor’s news conference Mary Ann Young paved the way Clay McClure in Governor’s office We have contacted Jennifer Mullin

Traditional Tactics

Specialty advertising 5,000 magnets (.08 each) Brochure 3-color, 25,000 copies (.13 each) Display graphic Free-standing vertical Horizontal for use on display board

Planned Tactics FY 2007

Planned Tactics – FY07 e-postcard Opt-in e-newsletter Click-through Internet advertising (Google) Public Service Announcements (PSA’s) Radio Series of 7 – real people, real issues Send via: CD to 54 radio stations in Iowa Podcasts

Planned Tactics – FY07, cont. Talk of Iowa – radio interview on WOI Statewide news release Pitch feature articles in appropriate publications Announcement in Governor’s news conference Pocket brochure Insert template Allows for agency-specific inserts Register trademark

Thank you – questions?