Marketing on the Cheap

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Marketing on the Cheap! Envision Hawaii
Conference June 18, 2005 Mary Fastenau,
StarrTech Interactive Tammi Chun, GEAR UP Hawaii
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What were going to cover

• Importance of brand
• Tips on planning
• Practical applications
• Questions

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Ask the hard questions

• What business are you in?
• What is your brand image?
• Who are your customers?

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What business are you in?

• Example American Heart Association
• Research business?
• Public education business?
• Advocacy business?
• Fund-raising business?
• All of the above

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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

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Why is brand important?

• If we dont have a clear, strong and simple
  brand, they might see what we do, but theyll
  forget who it was that did it.

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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?

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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

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Marketing strategy elements

• Targetingto whom are you going to market your
  products and services?
• Positioninghow are you going to differentiate
  yourself from competitors?
• Product/Service Attributeswhat
  attributes/features will the product/service
  have?
• Marketing Communicationshow are you going to
  reach the target and with what message?

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Marketing strategy elements

• Pricingwhat price will you charge the target?
  (Note Remember that a price can be time as well
  as money.)
• Distributionwhat channels will you use to
  distribute the product or service?
• Customer Servicehow will you manage additional
  customer needs?
• American Marketing Association
  http//www.marketingpower.com/

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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

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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

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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

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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

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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

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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

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Example AHA Heart Walk

• Success factors
• Money raised
• Number of people who participated
• Number of sponsors for the health fair
• Ease in recruiting next years chair

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Practical tips - How to start?

• Look at your internal resources
• Expertise
• Connections
• Enthusiasm/success stories
• High profile issues or people
• Unique opportunities
• Be realistic

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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

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How to start?

• Coordinate elements of the plan
• Public relations (earned media)
• Advertising (paid media)
• Direct mail
• Promotions
• Internet
• Collateral material

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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

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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

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Public Relations

• Understand your target markets and how to reach
  them
• Midweeks two-page spread on non-profit events
• Weeklys coverage of Envision Hawaii conference

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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

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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?

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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

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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?

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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

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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

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Internet

• Clearly define what you want the site to
  accomplish
• Informational
• Transactional
• Relationship building
• Customer service
• The list goes on and on

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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

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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

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Internet - Contribute to maintain website
Managed through Contribute
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Internet - Site hosting by ICD Soft
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Collateral Material

• Important way to communicate brand
• Provides tools for staff, volunteers, clients to
  spread message (especially when its not easy to
  reach target via mass media)

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Collateral Material

• Develop graphic design
• Brochure shells
• Library of graphic elements
• Own stock photos

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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

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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/

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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

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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

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Contact

• Mary Fastenau
• StarrTech Interactive
• Mfastenau_at_starrtechmail.com
• Tammi Chun
• GEAR UP Hawaii
• Tammi.chun_at_hawaii.edu