Transcript Utilizing All of Your Resources

Bill Spence, M.S., LPC
Transforming Live Counseling Center
www.tlccok.com
405.246.LIFE
BILL SPENCE
WORK/EDUCATION BIO
11 years Manufacturing Industry – Cessna Aircraft & Collins Industries
Labor Relations Mgr, VP Human Resources, President Bus & Coach
Division
16 years Retail Industry - Love’s Stores
VP Human Resources, VP Operations
4 years Marketing & Distribution Industry - Pepsi
Director of Marketing, General Manager
10 years Communications & Media Industry - Clear Channel Radio
Director of Integrated Marketing & Online Marketing
Education: BA Wichita State University
Licensed Professional Counselor
Bill Spence, M.S., LPC
Transforming Life Counseling Center
www.tlccok.com
405.246.LIFE
MSCP Southern Nazarene University
Owner: Transforming Life Counseling Center
MARKETING DEFINED
Marketing is essentially about marshalling the resources of an
organization
So that they meet the changing needs of the customer on whom the
Organization depends --- Palmer
Marketing is not only much broader than selling, it is not a specialized
activityat all. It encompasses the entire business (Agency, Clinic or
Individual). It is the whole business (Agency, Clinic, or Individual) seen
from the point of view of the final result, that is, from the customer’s
(Clients, Patients) point of view. Concern and responsibility for
marketing must therefore permeate all areas of the enterprise. --Drucker
Bill Spence, M.S., LPC
Transforming Life Counseling Center
www.tlccok.com
405.246.LIFE
TARGET MARKETING
A target market or target audience is a group of
customers (clients) that the business has decided to aim
its marketing efforts and ultimately its merchandise
(service). [1] A well-defined target market is the first
element to a marketing strategy. The target market and the
marketing mix variables of product (service), place
(geographic location), promotion(offering) and price (fee)
are the two elements of a marketing mix strategy that
determine the success of a product (service) in the
marketplace. - Wikipedia
Bill Spence, M.S., LPC
Transforming Life Counseling Center
www.tlccok.com
405.246.LIFE
MARKETING TYPES
Traditional
- Print: Primarily newspapers & magazines - can focus on specific audience
geographical and/or categorical. Newspaper circulation continues to
decrease. Magazines - advertising or message must be prepared far
in advance for distribution.
- Direct Mail: Decreased more than any other traditional marketing,
postcards, brochures, flyers, etc.
- Television: Reaches the largest number of people in the shortest time
frame. Very high cost, but carries with it a prestige.
- Radio: Reaches the largest number of people in the shortest time frame.
Cost is much less than television or even major newspapers.
- Telephone: Typically left for fundraising, political, and research. Marketing
uses have decreased with the op-out law.
- Word of Mouth: Small audience, but usually has the most staying power.
Bill Spence, M.S., LPC
Transforming Life Counseling Center
www.tlccok.com
405.246.LIFE
MARKETING TYPES
Promotional Examples
- Therapy, & Support & Groups: Market to your Target Market, may
also include the broader based community
- Educational Groups: e.g. TLCC’s Marriage Mentoring for Churches &
Parent University for community schools
- Organizations Community & Professional: Chamber of Commerce,
Oklahoma Counseling Association, Treatment Centers, Mental Health
Clinics, Schools, Medical Offices, Churches, National Associations
- Cold Calling: Face to face, telephone, letter writing, brochures, flyers,
advertising, email, social networking
- Client & Counselor Referrals: Small audience, but usually has the most
staying power.
Bill Spence, M.S., LPC
Transforming Life Counseling Center
www.tlccok.com
405.246.LIFE
MARKETING TYPES
Online/E-Commerce
Less expensive generally than Traditional Marketing Types and is the fastest
growing marketing/advertising type.
- Websites: Banners, Video, Keywords - URL linked to the Marketer/Advertiser
Click-through = pennies to hundreds of dollars
- E-Commerce Newsletters/Email Blasts
Specific databases from the user registering with op-out and/or op-in
Different from Spam
- Online Guides: Similar to Yellow Pages, Directories e.g. Counseling Services
- Texting: Mobile Phone Messaging
Bill Spence, M.S., LPC
Transforming Life Counseling Center
www.tlccok.com
405.246.LIFE
MARKETING TYPES
Social Networks
Network Name
*Wikipedia April 18, 2009
Users (Million)
Descriptor
My Space
Facebook
Windows Live
HABBO
Friendster
Tagged.com
Orkut
Flixler
Reunion.com
Classmates
BEBO
Linkedin
253
200
120
117
90
70
67
63
51
50
40
35
Owned by Interactive
Private
Formerly MSN Spaces
Teens worldwide
No longer popular in US
General
No longer popular in US
Movies/Private
You Tube
Blogger
Skype
Twitter
No data avail
No data avail
No data avail
No data avail
Videos
Blogging
Webcasting over phone
microblogging
Bill Spence, M.S., LPC
Transforming Life Counseling Center
www.tlccok.com
405.246.LIFE
BlogEarlyBlogOften
Business
Website Marketing
Sample Sites
Transforming Life Counseling Center
www.tlccok.com
Oklahoma Mental Health Counselors Association
www.okmhca.org
Tara Fritsch LMFT
www.tarafritsch.com
University of California Los Angles
www.career.ucla.edu
Bill Spence, M.S., LPC
Transforming Life Counseling Center
www.tlccok.com
405.246.LIFE
• Summary
USING YOUR RESOURCES
• 1. Traditional Marketing
• 2. Online Marketing
• 3. Promotional Marketing
• 4. State & National Resources
• 5. Social Networks
• 6. All Areas of the Enterprise (Individual, clinic, or agency) –
Drucker
Bill Spence, M.S., LPC
Transforming Life Counseling Center
www.tlccok.com
405.246.LIFE