2009 Virginia Tech Relay for Life Marketing & Promotion: Spreading the Message

Marketing the Mission Break the stigma of Relay as a “spring event” GLOBAL MOVEMENT TO END CANCER

Effective Marketing Campaigns Doing the RIGHT things RIGHT Unexpected Marketing – Locations Bathroom Stalls –(Everyone reads them…) Library cubicles –(Everyone procrastinates…) Chalking

Location, Location, Location Library Cubicles:

Location, Location, Location Chalking the “Heart of Campus”

Effective Marketing Campaigns Unexpected Marketing –Slogans Did that say what I thought it said? People REMEMBER completely outrageous marketing slogans

Effective Marketing Campaigns Target Marketing –Identify your weaknesses –Penetrate the markets Expand the Footprint –Example: Freshman Cup Challenge

Effective Marketing Campaigns Educational Marketing –Breast Cancer Awareness Pilates for Pink –Great American Smokeout Quit Cold Turkey –Benefits of Educational Marketing

Effective Marketing Campaigns “Subtle Marketing” –Brand exposure even if you don’t realize it Take advantage of your materials: pens, pencils, post its –Incorporate the community Pizza boxes, donation cans “Footprints” in banks, grocery stores

Effective Marketing Campaigns WORD OF MOUTH –Cheapest and most effective marketing –Same as recruitment… spread the word Put a face to the mission and share your story –Tee shirts Hope shirts! Reward participants

Effective Marketing Campaigns Utilize the ONLINE tools –WEBSITES, WEBSITES, WEBSITES Driving traffic to your website “Hub of Relay” –Facebook and social networking Groups, fan pages Facebook picture

Promotional Activities More than just traditional marketing Reinforce and supplement Maintain a constant presence –Tie in to weekly fundraisers –Encourage TC to take responsibility

Importance of Branding

Useful SKILLZ CHAIN OF ENTHUSIAM 10/25/2015 ACS DIRECTOR EXEC COMMITTEE TEAM TEAM CAPTAINS PARTICIPANTS CAMPUS