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THE BUILDING BLOCKS OF MARKETING

Larry Geiger VP, Marketing & Communications. THE BUILDING BLOCKS OF MARKETING. or. Why Rowing in the Same Direction Is A Good Idea. What the Heck IS Marketing Anyway??. What the Heck IS Marketing Anyway??. Propaganda Razzle-Dazzle Flim-Flam B.S. What the Heck IS Marketing Anyway??.

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THE BUILDING BLOCKS OF MARKETING

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  1. Larry Geiger VP, Marketing & Communications THE BUILDING BLOCKS OF MARKETING or Why Rowing in the Same Direction Is A Good Idea

  2. What the Heck IS Marketing Anyway??

  3. What the Heck IS Marketing Anyway?? Propaganda Razzle-Dazzle Flim-Flam B.S.

  4. What the Heck IS Marketing Anyway?? The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals

  5. What the Heck IS Marketing Anyway?? The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals Marketing is the management process which identifies, anticipates and supplies customer requirements efficiently and profitably

  6. What the Heck IS Marketing Anyway?? The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals Marketing is the management process which identifies, anticipates and supplies customer requirements efficiently and profitably The process of identifying and communicating with qualified prospects

  7. Goals for the Conference 1. Get to know each other better

  8. Goals for the Conference 1. Get to know each other better 2. Reach a shared understanding of what mmarketing at NKF nationally and locally should do is doing can do

  9. Goals for the Conference • 3. Acquire some specific hands-on experience with and information about key marketing tools • Public & Media Relations . . . Guest Practitioners • Sponsorships . . . Guest Experts • Kidney Walks – New Technology . . . New Ideas • Kidney Cars – Renaissance Underway, Climb Aboard • Kidney Clubs – Swinging for the Fences • Online Marketing – Hot, Hot, Hot

  10. Goals for the Conference • 4. Come away with some concrete next steps to • Improve our marketing • Build our revenue • Achieve our objectives • Fulfill our mission

  11. New Marketing & Communications Department What Should We Be Doing?

  12. New Marketing & Communications Department What Should We Be Doing? • Build Awareness of NKF

  13. New Marketing & Communications Department What Should We Be Doing? • Build Awareness of NKF • Increase Understanding & Appreciation of NKF

  14. New Marketing & Communications Department What Should We Be Doing? • Build Awareness of NKF • Increase Understanding & Appreciation of NKF • Generate Interest/Inquiries/Leads/Sales

  15. New Marketing & Communications Department What Should We Be Doing? • Build Awareness of NKF • Increase Understanding & Appreciation of NKF • Generate Interest/Inquiries/Leads/Sales • Recruit & Retain Volunteers

  16. New Marketing & Communications Department What Should We Be Doing? • Build Awareness of NKF • Increase Understanding & Appreciation of NKF • Generate Interest/Inquiries/Leads/Sales • Recruit & Retain Volunteers • Stimulate Participation in Fund Raising -- Cars, Clubs, Golf, Walks, Other Events, General Individual Giving

  17. New Marketing & Communications Department What Should We Be Doing? • Build Awareness of NKF • Increase Understanding & Appreciation of NKF • Generate Interest/Inquiries/Leads/Sales • Recruit & Retain Volunteers • Stimulate Participation in Fund Raising -- Cars, Clubs, Golf, Walks, Other Events, General Individual Giving • Help secure corporate partners & sponsors

  18. New Marketing & Communications Department How Do We Do This?

  19. New Marketing & Communications Department How Do We Do This? • 1. Keep an Open Mind • Listen & Learn • Be Flexible • Be Helpful • No preconceived notions • No sacred cows

  20. New Marketing & Communications Department How Do We Do This? • Improve Internal Communications & Foster aan On-going and Open Dialogue • At NY HQ • Between NY HQ – KC -- DC • Between NY HQ – KC – DC – All Local Offices • Among All Local Offices

  21. New Marketing & Communications Department How Do We Do This? • 3. Stimulate Fresh Thinking • Encouraging ideas • Sharing ideas • Refinement & Redeployment of worthy ideas • Broader and deeper execution of signature programs (which differentiate and define NKF) and fundraisers (which make our work possible)

  22. New Marketing & Communications Department How Do We Do This? • 4. Develop a clear, concise and compelling set oof powerful messages • Use them consistent • Use them continually • Use them in ALL constituent interactions – from face-to-face to electronic media

  23. New Marketing & Communications Department The Team VP

  24. New Marketing & Communications Department The Team Public & Media Relations and Internal Marketing ELLIE SCHLAM, KELLY ROBERTSON, VERENA HUETTENEDER, BRYAN VAN STEENBERGEN VP

  25. New Marketing & Communications Department The Team Public & Media Relations & Internal Marketing ELLIE SCHLAM, KELLY ROBERTSON, VERENA HUETTENEDER, BRYAN VAN STEENBERGEN Web Producers ANTHONY DELLA CAMERA ---- Web Site Design Team VP

  26. New Marketing & Communications Department The Team Public & Media Relations & Internal Marketing ELLIE SCHLAM, KELLY ROBERTSON, VERENA HUETTENEDER, BRYAN VAN STEENBERGEN Web Producers ANTHONY DELLA CAMERA ---- Web Site Design Team Publications Team SARA KOSOWSKY --- Editors, Designers, Production, Traffic VP

  27. New Marketing & Communications Department The Team Public & Media Relations & Internal Marketing ELLIE SCHLAM, KELLY ROBERTSON, VERENA HUETTENEDER, BRYAN VAN STEENBERGEN Web Producers ANTHONY DELLA CAMERA ---- WEB SITE DESIGN TEAM Publications Team SARA KOSOWSKY --- EDITORS, DESIGNERS, PRODUCTION, TRAFFIC VP Program Marketers MONICA GANNON (KEEP), JESSICA JOSEPH (Clinical Meetings), EMILY NEWELL (Journals), DAWN TOWNSEND (Games), MARITZA OWENS (Membership), TROY ZIMMERMAN (Advocacy)

  28. New Marketing & Communications Department The Team Public & Media Relations & Internal Marketing ELLIE SCHLAM, KELLY ROBERTSON, VERENA HUETTENEDER, BRYAN VAN STEENBERGEN Web Producers ANTHONY DELLA CAMERA ---- WEB SITE DESIGN TEAM Publications Team SARA KOSOWSKY --- EDITORS, DESIGNERS, PRODUCTION, TRAFFIC VP Program Marketers MONICA GANNON (KEEP), JESSICA JOSEPH (Clinical Meetings), EMILY NEWELL (Journals), DAWN TOWNSEND (Games), MARITZA OWENS (Membership), TROY ZIMMERMAN (Advocacy) Development Marketers GERI CONNORS (Ind Giving), DENISE DEVLIN (Exhibits), ANTHONY GUCCIARDO (Sponsors), CHAD ISEMAN (Cars), KRYSTN KUCKELMAN (Walk), KRISTIN SULEK (Corp), NANCY LOU ZIMMERMAN (Golf)

  29. New Marketing & Communications Department The Team Public & Media Relations & Internal Marketing ELLIE SCHLAM, KELLY ROBERTSON, VERENA HUETTENEDER, BRYAN VAN STEENBERGEN Web Producers ANTHONY DELLA CAMERA ---- WEB SITE DESIGN TEAM Publications Team SARA KOSOWSKY --- EDITORS, DESIGNERS, PRODUCTION, TRAFFIC VP Program Marketers MONICA GANNON (KEEP), JESSICA JOSEPH (Clinical Meetings), EMILY NEWELL (Journals), DAWN TOWNSEND (Games), MARITZA OWENS (Membership), TROY ZIMMERMAN (Advocacy) Development Marketers GERI CONNORS (Ind Giving), DENISE DEVLIN (Exhibits), ANTHONY GUCCIARDO (Sponsors), CHAD ISEMAN (Cars), KRYSTN KUCKELMAN (Walk), KRISTIN SULEK (Corp), NANCY LOU ZIMMERMAN (Golf) ALL LOCAL OFFICES

  30. During the Conference • Please participate – questions, comments are welcome • Take Notes – talk to presenters off-line • Saturday – we’ll get more in-depth about NKF marketing • IDEA SHEET – Please use it as we go along & hand in before you leave

  31. New Marketing & Communications Department Final Session • Review Internal Communications Tools • Review External Communications Tools • Discuss Ideas Sheets • Questions • Identify Specific Next Steps

  32. New Marketing & Communications Department Internal Communications AFFILIATE (RESOURCE) CENTRAL – 24/7 Info-filledIntranet (“The Bible”) --who’s who, what’s what, how-to guide for programs, services, fundraising –including sample press materials. The first place to go.

  33. New Marketing & Communications Department Internal Communications AFFILIATE (RESOURCE) CENTRAL – 24/7 Info-filledIntranet (“The Bible”) --who’s who, what’s what, how-to guide for programs, services, fundraising –including sample press materials. The first place to go. KIDNEY.ORG – The public face of the NKF, a rich resource and visitor hub.

  34. New Marketing & Communications Department Internal Communications AFFILIATE (RESOURCE) CENTRAL – 24/7 Info-filledIntranet (“The Bible”) --who’s who, what’s what, how-to guide for programs, services, fundraising –including sample press materials. The first place to go. KIDNEY.ORG – The public face of the NKF, a rich resource and visitor hub. KIDNEYNET – Intranet for NKF national and division staff

  35. New Marketing & Communications Department Internal Communications KIDNEY NEWS DAILY – Daily report with online access to news reports from across the U.S. that refer to kidney disease, patients, treatment or events.

  36. New Marketing & Communications Department Internal Communications KIDNEY NEWS DAILY – Daily report with online access to news reports from across the U.S. that refer to kidney disease, patients, treatment or events. NKF IN THE NEWS – Weekly recap and access to articles in which NKF or a local office is mentioned.

  37. New Marketing & Communications Department Internal Communications KIDNEY NEWS DAILY – Daily report with online access to news reports from across the U.S. that refer to kidney disease, patients, treatment or events. NKF IN THE NEWS – Weekly recap and access to articles in which NKF or a local office is mentioned. LISTSERV E-MAILS – Periodic e-notes on Communications, Programs, Cars, Walks, etc. to those signed-up.

  38. New Marketing & Communications Department Internal Communications E-KIDNEY – Monthly e-newsletter with highlights of NKF activities and the latest CKD and organ transplant information. Links to web (30,000+ circ.).

  39. New Marketing & Communications Department Internal Communications E-KIDNEY – Monthly e-newsletter with highlights of NKF activities and the latest CKD and organ transplant information. Links to web (30,000+ circ.). HIGHLIGHTS – A monthly e-summary of the most interesting, noteworthy and impactful activities of the many national NKF departments and offices.

  40. New Marketing & Communications Department Internal Communications E-KIDNEY – Monthly e-newsletter with highlights of NKF activities and the latest CKD and organ transplant information. Links to web (30,000+ circ.). HIGHLIGHTS – A monthly e-summary of the most interesting, noteworthy and impactful activities of the many national NKF departments and offices. FOUNDATION FOCUS – A quarterly print newsletter designed for NKF staff and “family” but suitable for broader distribution, with program highlights, local office activities, strategic plan updates, and human interest features, etc.

  41. New Marketing & Communications Department Internal Communications E-KIDNEY – Monthly e-newsletter with highlights of NKF activities and the latest CKD and organ transplant information. Links to web (30,000+ circ.). HIGHLIGHTS – A monthly e-summary of the most interesting, noteworthy and impactful activities of the many national NKF departments and offices. FOUNDATION FOCUS – A quarterly print newsletter designed for NKF staff and “family” but suitable for broader distribution, with program highlights, local office activities, strategic plan updates, and human interest features, etc. LOCAL NEWSLETTERS – E-mail and print – variety of schedules -- provide positive, comprehensive picture of NKF impact in communities coast-to-coast.

  42. New Marketing & Communications Department Internal Communications E-KIDNEY – Monthly e-newsletter with highlights of NKF activities and the latest CKD and organ transplant information. Links to web (30,000+ circ.). HIGHLIGHTS – A monthly e-summary of the most interesting, noteworthy and impactful activities of the many national NKF departments and offices. FOUNDATION FOCUS – A quarterly print newsletter designed for NKF staff and “family” but suitable for broader distribution, with program highlights, local office activities, strategic plan updates, and human interest features, etc. LOCAL NEWSLETTERS – E-mail and print – variety of schedules -- provide positive, comprehensive picture of NKF impact in communities coast-to-coast. FACE-TO-FACE MEETINGS – Occasional.

  43. New Marketing & Communications Department External Communications Pros Physicians & Scientists Nurses & Technicians Renal Nutritionists Nephrology Social Workers

  44. New Marketing & Communications Department External Communications Pros Physicians & Scientists Nurses & Technicians Renal Nutritionists Nephrology Social Workers

  45. New Marketing & Communications Department External Communications Pros Physicians & Scientists Nurses & Technicians Renal Nutritionists Nephrology Social Workers

  46. New Marketing & Communications Department External Communications Pros Physicians & Scientists Nurses & Technicians Renal Nutritionists Nephrology Social Workers

  47. New Marketing & Communications Department External Communications Pros Physicians & Scientists Nurses & Technicians Renal Nutritionists Nephrology Social Workers Patients/ Families Patient & Family Council National Donor Family Council transAction Council

  48. New Marketing & Communications Department External Communications Pros Physicians & Scientists Nurses & Technicians Renal Nutritionists Nephrology Social Workers Patients/ Families Patient & Family Council National Donor Family Council transAction Council

  49. New Marketing & Communications Department External Communications Pros Physicians & Scientists Nurses & Technicians Renal Nutritionists Nephrology Social Workers Patients/ Families Patient & Family Council National Donor Family Council transAction Council

  50. New Marketing & Communications Department External Communications Pros Physicians & Scientists Nurses & Technicians Renal Nutritionists Nephrology Social Workers Kidney News Daily Patients/ Families Patient & Family Council National Donor Family Council transAction Council

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