Transcript Marketing-to-the-Maxx

MARKETING YOUR ORGANIZATION TO
THE MAX!
2013 Southern Conference for Lifelong Learning
24 July 2013
Randall Abney
Marketing Development Chair
OLLI@UGA
Statement of Purpose
OLLI@UGA Marketing Development
Committee
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The Board of Directors established the Marketing Development Committee in
September 2012 as an outgrowth of the Marketing Committee and was approved at the
annual meeting in 2013.
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Its purpose is to coordinate business-related activities designed to provide quality
learning programs and services for members of OLLI@UGA. Such activities are to
include advertising, corporate and individual sponsorships, product sales, promotion of
the benefits and services of OLLI@UGA, community engagement, public relations, and
publicity. Underpinning the work of the committee is its use of relevant market and
membership research, meeting the needs and wants of its membership base, and
attending to cost-effective techniques that sustain the organization and enhance
affordability for its members.
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The Marketing Development Committee will engage the community at large and to a
lesser degree the Olli@UGA membership to support the goals and objectives as set forth
in a yearly marketing development proposal.
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The Marketing Development Committee reports directly to the OLLI@UGA Board of
Directors and by extension the Membership.
WHAT, WHERE, WHEN, WHY, HOW
• What are you marketing?
• Where are you marketing?
• When are you marketing?
• Why are you marketing?
• How are you marketing?
What are you marketing?
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Fun/Excitement
Companionship/Sense of Belonging
Knowledge/Education
Friendship
Travel Opportunities
Health Benefits
What are we marketing at OLLI@UGA?
• Having the time of our lives at
OLLI@UGA!
• Marketing our BRAND – use same
logo on everything helps people
relate to your organization
Where are we marketing?
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Greater Athens Area media
Website
Facebook
Twitter
Sponsors – door stickers/joint advertising
Partnerships/Associations listserv
When are we marketing?
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We try to market OLLI@UGA EVERYDAY
Yearly contracts with NPR station
Wear OLLI@UGA Gear
Newspaper ads concentrated at beginning of
each session –
– JOIN OLLI@UGA – Membership Campaign
– SIGN UP FOR CLASSES
– ATTEND NEWBEES EVENTS
– ATTEND BACK TO CLASS BASH
Why do we market?
• Spread the fun, companionship, knowledge,
travel opportunities, etc. to everyone in the
Greater Athens Area
• Financial Survival
How do we market?
• Media: Radio, Newspapers, Playbills, UGA TV (Fall 2013),
Magazines, Internet. Online Athens, Cable TV banner ads
• Sponsorships
• Partnerships/Associations
• OLLI Gear
• Word of Mouth
• Pocket Cards
• Public Service Announcements
• Banners
• Website, Facebook, Twitter, Blogs
• Google in 2014
Sponsors Revenue – An important
source of income for OLLI@UGA
– $20,000 in 2012-2013 with 40% in-kind
– $65,000 in 2013-2014 with 25% in-kind
In-kind from sponsors:
Wine and snacks for OLLI@UGA events
Meal Cost subsidized at luncheon meetings
Newspaper ads for OLLI@UGA events paid for by
sponsors
Printing – find a sponsor for printing materials at a
reduced rate
Companies that want to be Sponsors
• Long Term Care facilities, Retirement Homes,
Assisted Living, Hearing Aid Companies,
Hospitals and other Health Care facilities,
Funeral Homes, Wealth Management,
Insurance companies, Grocery and specialty
food stores, Beer & Wine stores, Jewelry
Stores, Real Estate Professionals, Specialty
Stores, Heating & Cooling companies, etc.
Partnerships/Associations
• Work with other 501 (c) 3’s in Greater Athens
– Create a formal relationship with Libraries,
Botanical Gardens, Museums, Food Bank, Council
on Aging, Boomers, School System, Technical
Colleges, UGA, Bike Athens, Slow Food Greater
Athens, Farmers Markets, Wholesome Wave, The
Village, Project Safe, Habitat for Humanity,
Salvation Army, Thrift Stores
OLLI@UGA Gear – one of your best
sources of advertising – and you make
money on the merchandise
• Sell Gear –T-shirts, jackets, vests, polo shirts,
umbrellas, scarves, etc.
• Markup about 25% so it is a profit center
• People stop me all the time when I have on a
OLLI@UGA hat/shirt and ask about the
organization - GIVE THEM A POCKET CARD
Dallmeyer’s Expeditions in Next
Magazine (FREE)
Pocket Cards to give away – Every
member encouraged to carry and give
away (Cheap)
Ads in Playbills – Support local music
and theatre and schools
Market to the MAX and your
organization will prosper
• No organization just treads water – you are either
growing your organization or you are not.
• If your organization is not growing membership
your cost per member to operate will increase
and membership will decline.
• Your organization is TOO IMPORTANT to your
members and the community to let it just
simmer.
Take control of your organizations destiny –
MARKET TO THE MAX!