Transcript Marketing General Session

Marketing & Promotion:
Spreading the Message
2009 Virginia Tech Relay for Life
Marketing the Mission
• Break the stigma of
Relay as a “spring
event”
• GLOBAL MOVEMENT
TO END CANCER
Effective Marketing Campaigns
• Doing the RIGHT things RIGHT
• Unexpected Marketing
– Locations
•Bathroom Stalls
– (Everyone reads them…)
•Library cubicles
– (Everyone procrastinates…)
•Chalking
Location, Location, Location
Library Cubicles:
Location, Location, Location
Chalking the “Heart of Campus”
Effective Marketing Campaigns
• Unexpected Marketing
– Slogans
•Did that say what I thought it said?
•People REMEMBER completely outrageous
marketing slogans
Effective Marketing Campaigns
• Target Marketing
– Identify your weaknesses
– Penetrate the markets
• Expand the Footprint
– Example: Freshman Cup Challenge
Effective Marketing Campaigns
• Educational Marketing
– Breast Cancer Awareness
• Pilates for Pink
– Great American Smokeout
• Quit Cold Turkey
– Benefits of Educational
Marketing
Effective Marketing Campaigns
• “Subtle Marketing”
– Brand exposure even if you don’t realize it
• Take advantage of your materials: pens, pencils,
post its
– Incorporate the community
• Pizza boxes, donation cans
• “Footprints” in banks, grocery stores
Effective Marketing Campaigns
• WORD OF MOUTH
– Cheapest and most effective marketing
– Same as recruitment… spread the word
• Put a face to the mission and share your story
– Tee shirts
• Hope shirts! 
• Reward participants
Effective Marketing Campaigns
• Utilize the ONLINE tools
– WEBSITES, WEBSITES, WEBSITES
• Driving traffic to your website
• “Hub of Relay”
– Facebook and
social networking
• Groups, fan pages
• Facebook picture
Promotional Activities
• More than just traditional marketing
• Reinforce and supplement
• Maintain a constant presence
– Tie in to weekly fundraisers
– Encourage TC to take
responsibility
Importance of Branding
Useful SKILLZ
CHAIN OF ENTHUSIAM
ACS
DIRECTOR
EXEC
COMMITTEE TEAM
TEAM CAPTAINS
PARTICIPANTS
CAMPUS
4/11/2016