marketing your workshops - ncoa€¦ · • marketing has several forms: – traditional marketing...

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A non-profit service and advocacy organization © 2012 National Council on Aging

Marketing your Workshops Tracy Compton - January 2014

Presentation located at: http://bit.ly/JHBfF8

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So, you want more registrations?

• Marketing any product can be difficult

– This is an especially difficult product

• What is a “chronic disease, anyway?”

• Wait, how many weeks?

• And who are you to tell me what is best?

– How do you find the right people who need the class?

• People with chronic diseases don’t wear special buttons on clothing or self identify in any way.

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Lots of hurdles

• How do we educate them that the have a chronic disease?

• That they need this class?

• That the commitment is worth it?

• That this course is proven, effective, and non-biased?

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These hurdles are costly

• What will it take to actually convince someone to sign up and take the class?

• How much effort and time are you currently spending trying to convince people of how beneficial this is for them?

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Not a “one and done” effort

• What will not work:

– Having just one marketing effort with them or one “touch point”

– Just putting out one press release and expecting a flood of new applicants (relying on one marketing strategy)

– Spending money on online advertising without a plan for the future

• What will work?

– A consistent stream of efforts from as many angles as possible to both educate and convince them of the value of this program. “A drumbeat of touch points”

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The “drumbeat” Kit

• If you have these on hand, you will be able to have a higher impact with lower time spent. Have this type of ready-to-go content: – Email Introduction

– Press releases

– Brochure/Flyer/images

– Tweets/ Facebook Posts

– Short articles for newsletters

– Blog posts

– Success Stories

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What does this “drumbeat” look like?

That “drumbeat” is Marketing

• Marketing has several forms:

– Traditional Marketing

• Press releases

• TV and Radio interviews

• PSAs, Commercials, etc

• Brochures, flyers, newsletters, advertisements

– Person-to-Person Marketing

• Setting up a booth at a fair

• Doctor Recommendation

• Friend/Family Recommendations

– Online Marketing

• Social Media

• Blogs/Websites

• Online Advertisement

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All of these are valuable

• Some cost more of your time, some are free, some take a substantial budget to do

• Prioritizing the types of marketing you can do based on your time, budget, and impact is key to success

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Traditional Marketing “Cost”

Type $$ Cost Time Cost Value?

Press Release Low/Medium Low Medium/High

TV/Radio Interview Low Medium High

PSAs/Commercials High High High

Printed Material Low/Medium Low/Medium Medium/High

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Person-to-Person Marketing “Cost”


Talking to ONE Doctor

Low Medium Low/Medium

Talking to a Chronic Disease Group/Association

Low Medium Low/Medium

Booth at Fair Low High Low/Medium

Recommending to ONE Person

Low Medium Low

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Online Marketing “Costs”


Social Media Low Low/Medium Low - High

Blogs/Websites Low Low/Medium Low – High

Online Advertisement

Low/Medium Low/Medium Low - High

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Who do we know that can help us?

• What organizations do you have relationships with that would be willing to share your content?

• What newsletters/blogs/websites could you use to promote the project?

• Start by brainstorming a list of organizations and people to contact. Who do you know? Who owes you a “favor?”, Who have you worked with in the past? What other organizations might have same target populations? – Gather organization name, media contact name, phone, email, facebook, and twitter.

– Rank the list by your guess on what have the most impact.

– Make a spreadsheet or other way to keep track of how/when you have contacted them. (I will show an example)

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Start making lists and calling in favors!

• Organizations

– Local Chapters of Chronic Disease Organizations

– Senior Centers

– KoC, Rotary Club, Veterans Clubs

– Who else?

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List Brainstorm

• What affiliated or other non-profits/government organizations do you have relationships with that could share this information? (they don’t have to just be health related)

– Health Related: Condition Specific (Diabetes, etc.), Local Medical Associations

– Non-Health related: Meals on Wheels, local Senior Centers, Rebuilding Together

• What communication devices does your organization use? When was the last time you put an announcement about the program in them?

• What local media (print, online, TV) could you contact? Do you have a success story they could feature?

• What are the popular blogs in your area that could do a post or allow you to guest post?

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Need help with finding contacts?

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Some Examples • Patch.com

– Hyper-local news reporting

– Individually run by reporters

– Has places for you to place events

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Some Examples • Nextdoor.com

– Private social network of your neighborhood

– Ask friends, colleagues to post.

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Some Examples

Facebook

– Wall posts on your accounts

– Private messages to other Facebook pages:

– Wall posts to other Facebook pages:

– Use words “please share” in your posts

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Make a simple one!

Organization Name

URL Type Contact Impact?

Senior Center Blog

Myseniorcenter.org

Blog Jane Smith HIGH

Local “run for asthma” 5K

Runforit.org Organization/Website

Bill Jones Medium

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Making a Plan

• Ideally, your plan should include:

– A calendar of touchpoints over time

– Listed by type of marketing

– Broken down by message and who that audience will be

– Rated by the value of each effort

– Let me start with a basic example…..

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Super Simple Marketing Plan for this month

Type Target Action Value?

Traditional Marketing

Jane Smith, Local Newspaper Reporter

Send press release generated by State on “Give yourself a great Valentine’s Day gift – a healthier you!”

Medium/High

Person - to - Person

Dr. Smith, important geriatric doctor in neighborhood

Call him to ask if I can send him information on the classes and if he would be willing to recommend the class to 20 clients

Low/Medium

Online Marketing

Social media Ask local senior center to post information about sign up on their Facebook page

Medium

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Best Practice is to do a plan over time

Jan

Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec

Traditional X X X

Person X X X X X

Online X X X X X X X X X X X X

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Let’s do it together! Brainstorm

Type Target Action

Traditional Marketing

Person - to - Person

Online Marketing

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Yearly Marketing Plan – Brainstorm!

Jan

Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec

Traditional

Person

Online

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Tips for “cold calls”

• Ask for a commitment, be a friendly salesperson: “When could you put this in your newsletter?”, “Would you Re-tweet my content or send your own if I send language to you?”, “Do you know of any other organizations that could help us get the word out?”

• Try multiple tactics: contact them via phone, via Facebook, via email. You obviously don’t want to annoy them but sometimes these channels are managed by different people.

• Remember – you are providing a really helpful service to the community. And THEY get to take partial credit for this! Don’t be afraid to tell them the value to THEM and ask for a commitment of effort.

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Now that we have a plan, what is our message?

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What works? Mentioning the disease…

.0359%

.0341%

.0340%

.0077%

.0096%

.0148%

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What works? Real language – not marketing “lingo”

16% 5%

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What works? Talking to people when they are ready to enroll.

Activity by day, Activity by hour

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What works? Trusted recommendations

Inquiries to 58 patient

bloggers across chronic disease topics such as arthritis, diabetes, MS

Responses from 25, or almost half

Of those who responded, about 1 in 3 shared BCBH information

Landing page sign up rates higher from Bloggers than Ads

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What else can I do when all I’ve exhausted all free marketing?

• Come and talk to NCOA to brainstorm some more ideas. This is what we are here for!

• When all else fails… you can pay for leads.

– Facebook (promoted posts, ads)

– Sponsored (“chaperoned”) Emails

– Google Adwords

– Other ideas: outbrain.com, printed materials, PSAs, reporter outreach.

http://www.outbrain.com/

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More questions?

[email protected]

http://www.linkedin.com/profile/view?id=48706204

202-600-3128

mailto:[email protected]

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Presentation located at:

http://bit.ly/JHBfF8

Stop Recording – Q/A

marketing your workshops - ncoa€¦ · • marketing has several forms: – traditional marketing...

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