Using Proven Marketing Principles to Enhance Your Volunteer Program

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Using Proven Marketing Principles to Enhance Your
Volunteer Program

• Richard Quartarone
• Public Health Liaison Coordinator
• Georgia Division of Public Health

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Learning Objectives

• Describe basic marketing principles and
  strategies
• Identify opportunities to integrate basic
  marketing principles and strategies into other
  public health preparedness programs

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Overview

• Marketing basics
• Start with the customer
• The marketing mix
• Build a solid brand

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What is marketing?

• It is simply taking a thoughtful approach to
  understanding and engaging your customers.
• The secret is that marketing is simple and
  intuitive. Consultants created a language and
  culture to create exclusivity and the perception
  of value.

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Key TermsSpeak the language, become an expert

• Marketing
• Integrated Marketing Communications
• Business-to-Business/ B2B
• Business-to-Consumer/ B2C
• Social marketing
• Cause marketing
• Win Win Win
• Social Network

• Direct marketing/ Sales
• Stakeholder relations
• Branding
• Public relations
• Public affairs
• Advertising
• Strategy
• Tactic

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Get to know your customers

• Volunteers
• Volunteering is very personal, altruistic
• Victims
• We have all been touched by a volunteer
• Your fans
• Every member of the community should speak highly
  of your program
• Others?

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Develop the Marketing Mix

• Product
• The product has to have the right features - for
  example, it must look good and work well
• Price
• The price must be right. Consumer will need to
  buy in large numbers to produce a healthy profit.
  
• Place
• The goods must be in the right place at the right
  time. Making sure that the goods arrive when and
  where they are wanted is an important operation.
• Promotion
• The target group needs to be made aware of the
  existence and availability of the product through
  promotion. Successful promotion helps a firm to
  spread costs over a larger output.

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Examples of Marketing Mix

• Product Price Place Promotion

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The Brand

• A BRAND IS NOT A LOGO
• A brand is the feeling you get from a product
• It builds and supports a relationship
• Supports the organization, strategy, marketing
  mix
• You already have a brand, so you might as well
  make it a good one

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A Branding Challenge

• Public Health
• Emergency Preparedness
• SERVGA

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www.servga.gov
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SERVGACustomers are Partners in Building the
Product and Brand

• Local volunteer groups
• MRC
• CERT
• Health districts
• Hospitals
• Volunteers
• Health professionals
• General public

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Questions to market your Brand

• We sell relationships. What kind of
  relationships do your customers and potential
  customers have with you?
• Which local partners and potential partners
  enhance your brand?
• What outside partners will enhance your brand?
• What next?

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Marketing Resources

• American Marketing Association
• http//www.marketingpower.com
• National Center for Health Marketing
• http//www.cdc.gov/healthmarketing

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Contact Public Health

• Richard Quartarone
• Public Health Liaison Coordinator
• Georgia Division of Public Health
• 404-463-1419 o
• 678-618-4468 m
• rmquartarone_at_dhr.state.ga.us

Rachel Vasconez, MBA, MPH Health Community
Preparedness Emergency Personnel
Coordinator Georgia Division of Public Health
404-463-8430 o 678-618-4906 m
rdvasconez_at_dhr.state.ga.us