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Marketing Your AAA/ADRC on a Shoestring Budget

Marketing Your AAA/ADRC on a Shoestring Budget. Outside Looking In. What do you see when you approach your building? What do you see and feel in your reception area? What does the consumer interaction look and feel like?. Marketing Materials:. Who is your intended audience? Consumers Staff

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Marketing Your AAA/ADRC on a Shoestring Budget

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  1. Marketing Your AAA/ADRC on a Shoestring Budget

  2. Outside Looking In • What do you see when you approach your building? • What do you see and feel in your reception area? • What does the consumer interaction look and feel like?

  3. Marketing Materials: • Who is your intended audience? • Consumers • Staff • Partners • Funders • What do you want them to know about your agency/program? • Do your materials deliver the message clearly and effectively?

  4. Presentations • Know your Audience • Do not make assumptions about what they know about your organization. • Do not use acronyms • Avoid “jargon”

  5. Events: • Make the space work for you • Layout of the booth space • Pay attention to traffic flow • Work the event • Engage the consumer in conversation if possible • Invite them in to your space • You are your organization • Are there ways you can follow up with the consumer? • Evaluate the effectiveness of the event

  6. Outreach to Partners • Go beyond the circle of like-minded organizations: • Think about these groups • Public Safety • Local Libraries • Community Colleges/Universities • Chamber of Commerce • Schools • Elected officials • Faith Based Communities • United Way • For profit businesses who share your vision.

  7. Find some champions!

  8. Building Relationships With Your Local Media • Good media relations helps you tell your story -says who you are and what you do • Your Goal – To Communicate: • Results • Successes • A job well done • Agency priorities • Ways to promote health, safety and independence

  9. How to Engage the Power of the Press • Spend time engaging the media • Visit your local newspaper- meet the social service beat reporter • Visit your local radio station – offer up interviews • Visit you local TV station – meet the assignment editor or news staff • Personal Contact • Ask them what their interests are

  10. Remember: • Any time you have a good story to tell, let the media know! The story may not make the news, but it doesn’t stand a chance if you don’t let them know about it.

  11. Tools • a press release • a phone call • an editorial board • a guest column or commentary • an event/media advisory • letter to the editor

  12. Ideas • Success stories! • News “hooks” selling your story –local angle convincing the media of the newsworthiness • Events • Interesting people • Tips

  13. Resources • Oregon Newspaper Publishers Association • DHS Communications Office • Nelsa Brodie (503) -945-5690 • Websites of TV and Radio Stations • Local Cable TV

  14. Examples

  15. Examples

  16. Putting It All Together • Marketing + Communications + Media =SUCCESS • Marketing is an ongoing process –it’s never done • But it is not necessarily about adding new activities or expenses it’s about integrating these activities into what you already do.

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