The Business Case for Performance Track

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Marketing Your Membership in Performance Track
Julie Spyres Kevin Easley U.S. EPA April 22,
2004
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Marketing Your MembershipA Strategic Approach

• OBJECTIVES What do you want to achieve?
• TARGET Who are you trying to reach?
• TOOLS TACTICS How will you reach them?
• Overview of EPA Tools
• EVALUATION How do you measure success?
• Heightened Awareness in Community of Facilitys
  Environmental Work
• Increased Employee Morale and Involvement in
  Green Initiatives
• Enhanced Relationship with State Regulators

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Potential Target Audiences

• Media (Local, Regional, National)
• Industry Peers
• Customers
• Shareholders
• Employees
• Parent Organization / Corporate Headquarters
• Community Leaders
• Citizenry
• Environmental NGOs
• State Contacts

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PT Web Site Redesigned Home Page
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PT Marketing Tools Newly Launched Member
Services Web Site
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PT Marketing Publicity Resources
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PT Member Kit
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PT Posters for Member Facility Locations
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PT Ad Slicks
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PT Hard Hat Sticker
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PT Logo Use
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Wrap Up Questions

• How should we try to reach you / your facility /
  your audiences?
• What forms of media (Web, press releases,
  newsletters, etc.) can best engage PR
  professionals in your facility / organization /
  sector?
• Was an improved relationship with or
  recognition from any of your target audiences a
  motivating factor integral to your decision to
  join?