CompassCare OT Executive Training Training Session 6 Marketing and Advertising

Implementation Review How are you doing? How are you doing? How was your 1:1 meeting with your Executive Coach? How was your 1:1 meeting with your Executive Coach? Any Executive ICL issues? Any Executive ICL issues?

Book Material Review The E-Myth Revisited by Michael Gerber The E-Myth Revisited by Michael Gerber

Marketing Strategy 1. Seeing A/M women have their babies is a glorified sales process. If she does not buy security and peace-of-mind by the time she walks out our door, she will most likely have an abortion. If she does not buy security and peace-of-mind by the time she walks out our door, she will most likely have an abortion. 2. It has been determined that in any given sales presentation, the sale is made or lost in the first 3 minutes. 3. If every appointment with an A/M woman is a sales presentation, how does that effect the way we view that presentation, information and organization? i.e. Helpline, Reception, facility setup, dress code i.e. Helpline, Reception, facility setup, dress code

Marketing Defined 1. General Marketing: Everything we do and are, from how we serve A/M women to what color we paint the walls 2. Specific Marketing: What specific media outlets we choose to use when acquiring patients and donors, and exactly what we say, how we say it and what is seen and heard

Marketing Defined CompassCare model is a new paradigm: CompassCare model is a new paradigm: We do not operate under traditional polarizing terminology (i.e. Pro-Life/Pro-Choice) We do not operate under traditional polarizing terminology (i.e. Pro-Life/Pro-Choice) We recognize that God has given humanity free will, but that the choices a person makes are either positive or negative in nature with corresponding consequences We recognize that God has given humanity free will, but that the choices a person makes are either positive or negative in nature with corresponding consequences Therefore, we will not engage in typical debates Therefore, we will not engage in typical debates CompassCare model is a voice of reason through obvious and compelling education- oriented medical services CompassCare model is a voice of reason through obvious and compelling education- oriented medical services

Marketing Objectives 1. Determination of Demographics and Psychographics Demographics: Who is our patient/donor? Demographics: Who is our patient/donor? Ask everyone to fill out WCYE and Exit Survey Ask everyone to fill out WCYE and Exit Survey Ask supporting college and high schools to have students fill out questionnaires as well (health fairs, classroom presentations, assemblies, etc) Ask supporting college and high schools to have students fill out questionnaires as well (health fairs, classroom presentations, assemblies, etc) Psychographics: Why do our patients seek and receive our services, or donors support us? Psychographics: Why do our patients seek and receive our services, or donors support us? Ask questions on feedback forms (WCYE, Exit Survey) indicating preferences (color, words, locations, etc) Ask questions on feedback forms (WCYE, Exit Survey) indicating preferences (color, words, locations, etc) Analyze those preferences and use in new marketing development Analyze those preferences and use in new marketing development

Marketing Objectives 1. Determine Geographic location of demographic Ascertain abortion break down by zip code from your State Dept of Vital Statistics Ascertain abortion break down by zip code from your State Dept of Vital Statistics Determine from your Vital Statistics the basic demographic information about women getting abortions and how many Determine from your Vital Statistics the basic demographic information about women getting abortions and how many Race, gestational age, average education, payment method, insurance used Race, gestational age, average education, payment method, insurance used Using addresses of current patients/donors to map geographic breakdown of current patient/donor base Using addresses of current patients/donors to map geographic breakdown of current patient/donor base

Marketing Execution 1. Review outlines of The E-Myth Revisited and The New Rules of Marketing & PR with core staff 2. Identify list of all current advertising outlets being used, and create wish list of those to add. 3. Identify advertising contract obligations 4. Create list of donor communication pieces to be implemented (i.e. direct mail, newsletter, PrayerNet, s, brochures) 5. Create editorial calendar for communicating new mission and core values in each venue

Next Steps Review Brief review of upcoming ICL items Brief review of upcoming ICL items