1. ADRC Developing Outreach & Promotion Plans Prepared by Catherine Adams Hunt Iowa State University Extension March 12, 2007

2. Communicate the Process Overview of brand philosophies and methods Develop Market Profile Develop & propose brand name, USP, descriptor, logo

3. Communicate the Process Prepare and implement promotional marketing plan (include cost estimates) Evaluate / measure Done through a series of face-to-face meetings with stakeholders

4. Why is this so Important? Ever experience “Design by committee?” This process brings orderliness to an otherwise chaotic process

5. Overview of Brand Philosophies Provides common knowledge base Understanding of terminology Helps provide objectivity Objective: Proposed name is hard to say Subjective: I don’t like the proposed name Facilitates buy-in Creates group ownership

6. Develop Market Profile Description & goals How need was established Other similar programs Audiences Geographic market Benefits (specific statements) Desired “look and feel” Images, words, phrases to avoid Mandatory statements, logos

7. Brand name, USP, Descriptor, Logo Links to Life Your life, Your Options, Your Answers Iowa’s comprehensive source for aging and disability needs. Linking Iowans for Life Opening the door to lifelong support Iowa’s comprehensive source for aging and disability needs. Independent Iowans Empowering you to live your fullest life Customized help for your aging and disability needs LifeLong Links Customized help for your aging and disability needs

8. Brand Name, USP, Descriptor, Logo Testing Focus groups, online survey Trademark search for selected name Registered domain name Developed logo designs Tested via: online survey

9. Promotional Marketing Plan Publicity and PR, Advertising Brochures, direct mail, collateral materials e-marketing (!) Industry events, specialty advertising Service Provider training (!!) Distribution methodologies Coordinating efforts with others Cost estimates and timeframe

10. Virtual Information Session - Webcast - Educating Service Providers Financially viable, efficient, Web-based 45 minutes Streamed on the Web: Live LLL features, benefits, functionality, Q&A Closed captioned Archived at LLL site for 24 /7 access

11. Other Promotional Materials Viewed at: www.adrc-tae.orgwww.adrc-tae.org Resources by topic Service components: Outreach and Marketing Marketing profile, plan ppt Brand name, logo, usp Banner display graphic, brochure, magnet Web site button To come: PSA’s, more

12. Evaluate and Measure Web visit statistics Web cast hits Search engine results Online surveys Seongyeon Auh, Ph.D. and Mack C. Shelley II, Ph.D. Research Institute for Studies in Education (RISE) Iowa State University

13. Social Marketing Showcase Viral Techniques: Powerful, inexpensive Jacqui: Save a Life ww.texasdwi.orgww.texasdwi.org World Hunger: www.fighthunger.orgwww.fighthunger.org Canadian AgSafety Association: http://www.casa-acsa.ca/english/kids.html http://www.casa-acsa.ca/english/kids.html www.youtube.com Search for Farm Safety

14. Thank you – questions?