Transcript Walk National Conference - Alzheimer`s Association

Marketing on a Shoestring Budget
From the 2008 Walk Conference
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What is Marketing?
• Marketing is an organizational function and a
set of processes for creating, communicating
and delivering value to customers and for
managing customer relationships in ways that
benefit the organization and its stakeholders.”
– American Marketing Association
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How Does Marketing Help
Walk?
• Why is Walk the signature fundraising event?
• Nobody will Walk or raise funds if they do not
know about Walk or the Alzheimer’s Association
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Why Should I Focus on Marketing?
• Steps to Success
– Engage More People
• How do you recruit teams and walkers?
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Steps to Success
• Build the Brand
– What is Branding?
• A traditional advertising method used to create a
response from a target audience based on cumulative
impressions and positive reinforcement. The ads are
aimed at increased product or company name
awareness leading to lifelong customer purchasing.
• Consistency throughout the experience and at
each Walk site
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Our Successes are What Will Power
our Mission
• Our cause is ending Alzheimer’s not raising
funds. The funds we raise is the means to
achieve the mission
• Recruit Media Sponsors
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Marketing’s Impact on Revenue
• What ways do we raise funds for Walk?
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Sponsorship
• Why do companies sponsor fundraising
events?
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Recruiting Sponsors
• Sell the Walk and the Association
• Corporate Sponsorship Proposals
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Participant Revenue
• How Do You Recruit Past Walkers?
• How Do You Recruit New Walkers? New
Teams?
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Participant Revenue
• Once registered, do not stop communicating
with your Walkers.
– Ensure the brand stays consistent
– Include information about the mission and the
need for funding
– Giving clubs, incentive levels/prizes, team
banners, etc.
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How to Budget for Marketing
• Dedicate a small percentage of your budget to
marketing and marketing materials
• For example, 8% of our expenses and 2% of
our gross revenue
• Where to spend on marketing?
– Paid distribution of brochures
– Media partnerships- design costs
– Printed materials- brochures, posters, flyers
– Billboards, signs, banners
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Ways You Can Market for Free
• TIME- Make sure to budget the appropriate
amount of Time
• Ways to Market for Free?
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Creative Ways to Market
• Brochures
– Paid distribution
• Saturate a market
– Brochure distribution by committee
– Brochure distribution success stories
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Forget Me Not Flowers
• Raises Awareness & Funds
• Create partnership with local companies
• Provide all marketing materials to each
company
• Boscov’s, Assisted Living Facilities, local
restaurants
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Targeted Mailings
• Do you do a mailing?
• Who do you mail to?
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Team Recruitment Visits
• Ask for more than a team
• They can help market the Walk
– Company newsletters
– Display brochures and posters
– Information on the check stub
– Link on their website
– Email to their employees
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Team Recruitment Success Stories
• Kelly & Associates Insurance Group
• Social Security Administration
• How can committee members and volunteers
help?
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Community Partnerships
• Examples of Community Partners in our
Chapter
• Pizza Hut
• Boscov’s
• Talbots
• Other examples?
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Media Sponsorships
• TV, radio, print ads in exchange for their logo
in our marketing materials and at the Walk
• How do you secure a media sponsor?
• Cost of Media Sponsors
– PR Consultant and Ad Designer if necessary
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Media Sponsorship Continued
• Ask walkers for their stories
• Suggest that walkers reach out to their local
papers
• Committee members are perfect to highlight
in local stories and to reach out to the media
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Community Events
• Professional sports games
• Table at lunchtime summer concerts
• Partner with Science Center or local museum
during an exhibit that pertains to Alzheimer’s
or the brain.
• Fairs, festivals, weekend activities and
community gatherings
• Where to find the events: local newspapers,
Google, etc.
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Email and Newsletters
• Use template emails
• Announce upcoming events, important dates,
and information
• Encourage registration and fundraising
• Keep the brand in mind and stay consistent
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Creating Your Marketing Plan
• Steps to create Marketing Plan
– Select areas to set aside funds
– Determine Audiences
– Determine best way to reach each audience
• Make a communication plan, who needs to be
reached out to on a regular basis, who is in
charge of reaching out, timeline for all
communication.
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