1. 0 Low Cost Marketing Strategies October 4, 2007 Monthly TA Call

2. 1 Importance of visibility and trust  Creates familiarity, a premium image and value for consumers and partners  Serves as a value driver to help boost and promote ADRCs as the trusted source of information  Creates a preference in consumers minds to buy products or seek services from organizations/agencies they feel they know and can trust  Fosters pride and loyalty among staff

3. 2 Successful and Effective Marketing  Develop through the consumer’s eyes  Is easily accessible  Is noticeable –  Your message has to be placed in the right channels, relevant, acceptable, and understandable to the consumer, caregivers, and communities

4. 3 Tools for reaching target audiences  Public Service Announcements (PSA) – short messages produced on film, video, or audiocassette and played on radio or television  FCC requires radio and television to “serve in the public interest”  Most stations use PSA’s to meet this requirement

5. 4 PSA’s – things to consider  Know you audience  Messages should be simple and vivid  Content of the writing should have the right “hooks”  Request a specific action, such as calling a number to get more information or visiting a website

6. 5 PSA’s (continued)  Strategies for producing your PSA:  Pro bono  Area advertising agencies  Production companies  Colleges and Universities  Broadcast students  Find Announcers  Professionals or volunteers at community or campus radio stations, people who read for the blind, storytellers  Drama clubs, community theater groups, and/or drama departments at local high schools and universities

7. 6 PSA’s  Getting on air  Radio  Mail your script with a cover letter  Television  Meet with person(s) in charge of selecting PSA’s  Bring an air-ready copy, script, and marketing materials about ADRC

8. 7 News and Featured Stories  “All the news that’s fit to print”  News stories and featured stories to highlight your initiative  Increases publicity  Promotes awareness  Attracts attention

9. 8 News and Featured Stories  Contact media personnel  Establishing and building relationships with media contacts  Keeping media contacts informed about what the ADRC is doing

10. 9 Getting the media’s attention  Show the ADRC benefit  “Don’t just tell them, show them”  “So What”  What is newsworthy?  Human Interest  Affect  Proximity  Timeliness  Prominence

11. 10 “To the Editor”:  Suggest ideas to others  Influence public opinion  Educate the general public on a specific matter  Influence policy makers or elected officials directly or indirectly

12. 11 “To the Editor:” (continued)  Letters should be under 300 words  Editors have limited space for printing letters  Highlight key points  Editors cut from the bottom up  Use local statistics and personal stories to illustrate your point  Use your title  It adds credibility  “If at first you don’t succeed, try, try again”

13. 12 Involving Key Influentials  Outreach to influential people, including:  Community members who are respected; insights are valued; have a finger on the pulse of the community  Formal leaders  Well-respected ministers  Activists

14. 13 Why involve influential people  Knowledge of :  Concerns held by people in the community  How the community will react to your initiative  Access to community history.  Ability to garner participation in and acceptance/support for your initiative  Lending some credibility to your cause through their association with your efforts  Access to resources (e.g., people, space, equipment)

15. 14 Identifying and meeting influential people  Legislative aides  Grassroots activists  Religious leaders  Business leaders and people active in service clubs  United Way directors and Board members  Senior citizen activists

16. 15 Websites

17. 16 Why you should consider creating a website  Adds legitimacy and credibility.  Puts an enormous amount of information in a central location.  Provides flexibility for immediate changes  Is a useful access point.  Can effectively help spur members, volunteers, supports, and sympathizers into action.  Use of mail links within a site for contacting people in your organization provides an easy, instantaneous contact method.

18. 17 Customer Service  Identify your customer  Identify your customers’ needs and preferences  Establish internal system and culture focused on customer service  Establish external processes and strategies for providing customer service  Monitor performance

19. 18 Tools for reaching target audience

20. 19 Discussion Questions

21. 20 Resources  The Community Tool Box  http://ctb.ku.edu/en/ http://ctb.ku.edu/en/  CDC National Center for Health Marketing  http://www.cdc.gov/healthmarketing/ http://www.cdc.gov/healthmarketing/  American Marketing Association  http://www.marketingpower.com/ http://www.marketingpower.com/  Brand Cool Marketing  http://brandcoolmarketing.com/links.html http://brandcoolmarketing.com/links.html  Microsoft Small Business Center  http://www.microsoft.com/smallbusiness/hub.mspx http://www.microsoft.com/smallbusiness/hub.mspx  Social Marketing Institute  http://www.social-marketing.org/index.html http://www.social-marketing.org/index.html