Marketing Excellence

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Marketing Excellence

• Applying stewardship to your branchs marketing
  efforts

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Marketing Department Purpose

• Serve the Branches
• Consulting
• Media buying
• Promotional materials methods execution
• Build and monitor the Bethany brand
• National advertising plan
• Working with branches to create standards
• Graphics
• Communication

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2006 National Advertising Plan
Pregnancy Counseling
International Adoption

• Internet
• National Magazines
• Momsense
• Conceive
• Adoptive Families
• National Events / Directories

• Internet
• College Areas
• College options
• Radio / Other
• National Relationships
• PCCs
• Medical

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A Stronger Partnership
Branch Program / Event
Consultation Goals Objectives
Promotional Materials

• The more we work together the better the
  results will be
• Give us a call

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What can National do for me?

• New Electronic Database
• Rolled out nation-wide by end of November
• Eliminates fax requests
• Enables more collaboration

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What can National do for me?

• Types of Projects We Can Do
• Brochures, Flyers, Booklets, Posters
• Invitations, Programs, Postcards, Envelopes
• Radio / TV / Billboard Advertisements
• PowerPoint Presentations
• Press Releases, PSAs
• Web Site Content Design

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Largest Marketing Opportunities

• Public Relations
• Stewardship opportunity
• Internet Marketing
• Stewardship opportunity

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Public Relations

• The text book definition
• Establishing and maintaining mutually beneficial
  relationships between an organization and its key
  publics on whom its success or failure depends
  (donors, referral agencies, neighbors, state and
  local government, the media)

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Public Relations

• Publicity
• Is the result of public relations with the media
• Advantages over advertising
• Objective third party
• Trust
• Costs are usually staff time
• Can help contain advertising costs PR is the most
  affordable (no advertising cost)
• PR is perceived as the most trustworthy

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Public Relations

• Areas of AB, AC and BC all represent a potential
  for publicity

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What is news?

• Significant important to those outside the
  organization.
• Local defined by the coverage area (reporters
  want the local angle)
• Information with balance and objectivity.
• Timely.
• News is magnified by two other factors.
• Unusual situations
• Fame
• News has a hook
• Grabs the attention of the media and their
  audience

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Making it Happen

• Localizable news releases
• Talking points and direction
• Position papers on key topics
• Training (todays breakout session)
• A core list of local media contacts for each
  branch
• Being proactive with the media
• And the new.

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Bethany Pressroom
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The Future of Advertising

• The Internet will grow to be the central source
  for advertising
• Internet access grew faster than all others
• More people have high-speed vs. dial-up
• TV and Computer systems are getting closer to
  merging
• Booming of podcasting 12,000 including
  Adoptioncast that started 10/5/05

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Internet Advertising

• The Internet has created Pay-for-Performance
  advertising
• We only pay for clicks to our web site
• We can track if they give us their contact
  information
• We can track if they become a client

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Internet Search Engine Advertising

• Google Yahoo 95 of Internet searches
• National office has seen strong results
• SC-Iowa, Nashville, Minnesota have all begun
• 15 branches have agreed to begin in 2006
• Costs are very reasonable can be capped and
  stopped at anytime

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Local Branch Results

• Results for July 1 September 30

RESULTS Nashville, TN South-Central Iowa
Total Cost 157.61 71.76
Searches (Impressions) 4,426 1,401
Clicks to Branch Web Site 105 103 visits
New Customer Names 33 names 31 11 names 11
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Internet Advertising

• Majority of our clients are using the Internet to
  interact with us
• We have the opportunity to put video audio
  stories on-line to show what we do
• Come to the Using the Web for Marketing
  discussion group to learn more

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What can National do for me?

• Let you do more of what you want to do helping
  clients!
• Reduce the stress of selecting advertising
• We are here to help ?