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

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Presentation on theme: "LifeLong Links ™ Promotional Marketing Prepared by Catherine Hunt Iowa State University Extension October 11, 2006."— Presentation transcript:

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

2 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

3 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

4 Branding the Iowa ADRC

5 Developed market profile Created promotional mkt. plan, FY ’06 - 07 Tested brand names, U.S.P’s., generic descriptions Focus groups, online survey Trademark search for selected name Registered domain name Designed logo

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

7 Introduce LifeLong Links to Service Providers

8 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 http://www.extension.iastate.edu/webcast/archive.htm

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

10 e-Marketing

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

12 Public Relations

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

14 Traditional Tactics

15 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

16 Planned Tactics FY 2007

17 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

18 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

19 Thank you – questions?

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