Transcript Powerpoint - RESNA Catalyst Project

Borrower Support Services for
Alternative Financing
Programs
Session 4
_________________________
Marketing Borrower Supports
& Measuring Success
Patti Lind, Facilitator
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Homework . . .
 Develop a quick plan to market one
borrower support service
• Identify
Marketing method(s)
Intended outcome
Cost of implementation of marketing plan
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The Challenge . . .
Marketing a new line of services can be expensive.
What marketing methods will give us the biggest
impact and be considerate of our budget?
• Marketing methods
– Determining who we’re trying to reach
– Developing methods that are effective
– Weaving new messages into existing marketing plan
• Establishing outcome metrics for marketing
borrower supports
– Participants
– Measuring outcomes against portfolio performance
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Determining Marketing Methods
 Direct marketing methods
+ Establishing the target audience
+ Reaching the audience directly
+ Avoiding marketing pitfalls
 Free vs. Effective
 Indirect marketing methods
+ Secondary marketing methods that
augment primary methods
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Outcome Metrics
 Measuring effectiveness is different from counting
participants
– Understanding size and scope of market
– Identifying outlets
– Establishing a goal for hitting target audience
• Number of outlets for announcing borrower support
• Saturation
 Goals should include
– Short term outcomes
• Saturation of available outlets
• Number of participants
• Specific goal(s) related to type of borrower support
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Outcome Metrics, continued . . .
 Long term outcomes
• Portfolio impact
Number of applications
Increased loan volume
Decreased defaults specific to type of
borrower support
• Demographic Impact
Drilling Deeper – Drilling Wider
Reaching new populations
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Sharing Progress
• Type of borrower supports to be
implemented
– Why? What impacted your decision?
• Staffing
• Marketing Methods
• Measuring Effectiveness
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