Effective Marketing

1. Effective Marketing Do you want to build community awareness of your program efficiently and effectively? Consider the following two strategies…

2. Effective Marketing • Newsletters • Brochures

3. Newsletter Best Bets • Frequency is important. Monthly is preferred. • Expand your mailing list whenever possible to include: • Community and civic leaders • Local businesses • Health providers • Human service agencies • Elected officials, such as the major or state representative • Existing and potential care receivers and their families • Volunteers • Coalition members • Board members

4. Newsletter Best Bets • Use photos of people and remember to use captions. • Thank donors. • Consider these regular features and story ideas: • Service report summary • Volunteer profiles/spotlights • Board member or coalition member profiles • Calendar of events • Information on population served • Message from the director • Message from a faith group

5. Newsletter Formats • Have a consistent masthead and layout for each issue • Have plenty of white/blank space and use columns and an easy-to-read font in 12 point (preferably not italics) to help with readability. • Use 11 x 17 or 8 ½ x 11 paper in 60 lb to reproduce efficiently and use a light colored paper. • To save on expenses, use a format that does not require an envelope (if folded, the fold should be at the bottom).

6. Group Exercise 1 Brainstorm and generate strategies for producing an effective and efficient newsletter for your program. • What to write about? • Who can help and how? • How to pay for it? • Who can help get it out the door?

7. Brochure Best Bets • Target brochures to specific audience. • Volunteer recruitment • Coalition members • Care receivers Consider using targeted flyers to supplement brochures (such as youth volunteers, transportation services, corporate volunteers, etc.) • Address benefits to the reader. Offer support to help them solve a problem. • Strategically place brochures in community to reach targeted population.

8. Brochure Topics • Why the program is good for targeted group? • How the targeted group can be involved in program? • What you want the targeted group to do after reading the brochure? A CALL TO ACTION • Don’t just list answers to questions, but instead describe them and how they are relevant to the audience by using “you” statements. For example, “Nurture your faith through meaningful service.”

9. Brochure Format • Use the front panel to capture the reader’s attention. • Pose a question relevant to the targeted audience to draw the reader in, such as “Do you want to make a difference?” • Use a photo that represents the targeted audience such as a smiling face of a volunteer and care receiver.

10. Brochure Format • The first and last page of the brochure are the most important. Be sure to include the name of your program on both and include a call to action and contact information on at least one page. • For cost efficiency, consider 8 ½ x 11 paper, folded in thirds and remember to have plenty of white space. • If budget allows, consider printing in two colors - black and a color of your choice that is standard with other program materials.

11. Brochure Format • Use wide margins and 12 point font. • A headline or graphic should appear on each quarter of the page. • Use uncoated 60 lb paper and stay away from paper colors that are too bright or too dark.

12. Group Exercise 2 Brainstorm alternative public relation strategies to build community awareness? • What existing community events or meetings are good places to share news about your program? • What potential collaborations can help you reach a new audience? (Grandparent reading day at the library, special events at local mall, etc.) • Who are your potential spokespeople?