Marketing on the Cheap!

Envision Hawaii Conference June 18, 2005

Mary Fastenau, StarrTech Interactive

Tammi Chun, GEAR UP Hawai‘i

What we’re going to cover Importance of brand Tips on planning Practical applications Questions

Ask the hard questions What “business” are you in?

What is your brand image?

Who are your “customers”?

What business are you in? Example: American Heart Association

Research business? Public education business? Advocacy business? Fund-raising business? All of the above

What is your brand image? Brand is set of values you stand for and

how you want to be recognized Your brand is sum of all your customers’

interactions with your organization Promotions, advertising Employees, volunteers, contributors, clients Fundraising Ongoing relationships Any touchpoint

Why is brand important? “If we don’t have a clear, strong and simple

brand, they might see what we do, but they’ll forget who it was that did it.”

Look at your brand Who are your “competitors”? How do you differentiate your organization from

your competitors? How do you position your organization? What is your unique role?

Who are your customers? Who are your target audiences? Example: American Heart Associations

People who are at risk for heart disease and stroke

Research community Medical community Other health educators and partners Potential funders

Marketing strategy elements Targeting—to whom are you going to market your

products and services?

Positioning—how are you going to differentiate yourself from competitors?

Product/Service Attributes—what attributes/features will the product/service have?

Marketing Communications—how are you going to reach the target and with what message?

Marketing strategy elements Pricing—what price will you charge the target?

(Note: Remember that a price can be time as well as money.)

Distribution—what channels will you use to distribute the product or service?

Customer Service—how will you manage additional customer needs? American Marketing Association:

http://www.marketingpower.com/

Create a plan Decide the target audience, how you are

going to reach the target and the message to communicate

Determine how much of your budget is allocated to reaching the target with the message

Develop goals for each part of the plan Try to track everything you do. Think outside the box

Example:

Goal: Reduce disability and death from cardiovascular diseases and stroke by 25% by the year 2010.

Tactics: Focus on public education-“Learn and Live” campaign

Work with partners who can help increase the number of people reached

Target areas that have the most impact, i.e. hospitals that are treating heart attack survivors

Example:

Role of brand Brand name carries history and reputation

in science, medical, and fund raising communities

Potential partners know the value of AHA Make sure the brand and goal are

communicated in all encounters

Example: AHA Heart Walk Objectives

Raise money for the AHA Increase awareness of issues affecting heart

disease and stroke Encourage healthy living and physical activity

Example: AHA Heart Walk Target markets

Businesses who in turn are asked to recruit employees

Strategies Recruit a high-profile business leader as chair

Al Landon, Bank of Hawaii Focus on the one to one commitments from business

leaders Create high visibility for participating businesses

Example: AHA Heart Walk Marketing used

Radio station to promote and provide talent Work in partnerships so that businesses

get exposure Internal communication within

businesses One to one marketing via the Internet

Example: AHA Heart Walk Success factors

Money raised Number of people who participated Number of sponsors for the health fair Ease in recruiting next year’s chair

Practical tips - How to start? Look at your internal resources

Expertise Connections Enthusiasm/success stories High profile issues or people Unique opportunities

Be realistic

How to start? Look for partners

Supplement internal resources with external ones

Identify partners who share your values Understand the mutual benefit for partner Focus on the brand and make sure everyone

is on the same page

How to start? Coordinate elements of the plan

Public relations (“earned” media) Advertising (“paid” media) Direct mail Promotions Internet Collateral material

Public relations Inexpensive way to get your name out Requires a plan

Media advisory Press release Op-Ed/Letters to the Editor

How to get a story Pay attention to the media and see what they are

reporting on Look for individual reporters Tailor your story to what they are interested in

Public relations See if there are opportunities for guest articles

Example: Kelvin Taketa from HCF in Honolulu Advertiser

Example: Sally Little in Pacific Business News Become an expert: Make certain you are on the list

of people who are contacted in your area of expertise

Publicize promotions and new hires

Public Relations Understand your target markets and how to

reach them Midweek’s two-page spread on non-profit

events Weekly’s coverage of Envision Hawaii

conference

Advertising Look at ways to hit your target markets

Approach a TV station to see if they would produce and sponsor PSAs

Special sections in Hawaii Business Hawaii Association of Broadcasters Cable TheBus placards

Advertising Ask for details on any advertising buy

Where or when will the ad appear? Are there any discounts for multiple

insertions? Does a discount make sense? How many people will see the ad? Who are those people?

Advertising One message per ad Make sure the ad supports your brand

image Tell people what you want them to do after

they see the ad (“call to action”) Find a way to track the results before you

place the ad

Direct mail Relevant message to targeted market Offer something of value Test the offers and the creative if possible Develop a plan of action for the replies

Should they be entered in a database? Is there a follow-up required?

Direct mail Make sure you buy a good list

Example: Hawaii non-profit bought a list of businesspeople for under $200 and ended up with six enrollees in an expensive seminar

Or barter for a good list Example: GEAR UP shares list with other

college prep programs for recruiting

Promotions Join with a media partner for a contest or

prize Easter Seals’ Taste of Honolulu Chef de Jour

tickets via Downtown Weekly Provide giveaways to organizations that

promote your brand Think of unusual partnerships Look for cause-related marketing

opportunities

Internet Clearly define what you want the site to

accomplish Informational Transactional Relationship building Customer service The list goes on and on

Internet Determine the budget for the site and get

multiple bids Think about it as a long-term investment Have all the pieces in place to make things

happen Decide who will maintain the site Make sure the visual image fits with your

brand

Internet Look at third party software

E-commerce – Will Yahoo Stores work? http://store.yahoo.com/

Email – Microsoft BCentral http://www.bcentral.com/products/lb/default.asp

Site updating http://www.macromedia.com/software/contribute/

Cheap web hosting: ICD Soft Google-like events & copy

Internet - Contribute to maintain website

Managed through Contribute

Internet - Site hosting by ICD Soft

Collateral Material Important way to communicate brand Provides tools for staff, volunteers, clients to

spread message (especially when it’s not easy to reach target via mass media)

Collateral Material Develop graphic design

Brochure shells Library of graphic elements Own stock photos

Collateral Material Understand printing

“Gang up” multiple projects Print “additional stuff” in the margins Use colors well Hagadone advice about printing: “Training & Support”

at http://www.hagadoneprinting.com Postcard Press: http://www.postcardpress.com/ Use templates In house color printer vs. Kinkos

Collateral Material Understand mailing

Postal guidelines for size Bulk mail requirements Netpost mailing via http://www.usps.com/ Outsourcing

Logo items http://www.cafepress.com/

Conclusion Think outside of the box Remember your mission Understand your brand position and be true

to it Look at your return on investment

Analyze the cost expended for marketing Real money Opportunity cost

Set up mechanisms to track results

Conclusion Ask the hard questions when someone is

pitching you an opportunity Know when you can handle things yourself

and when you need help Have fun

ContactMary Fastenau

StarrTech Interactive

Mfastenau@starrtechmail.com

Tammi Chun

GEAR UP Hawai‘i

Tammi.chun@hawaii.edu