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Title: Marketing


1
Marketing Outreach Best Practices
  • NCALL Research, July 2009

2
Introduction
  • One of the most important jobs of a self-help
    agency is the recruitment of families
  • Without families, the program builds no houses
    and benefits no one
  • For many programs, marketing can be one of the
    most challenging tasks

3
  • No matter what happens, remember these four
    rules
  • Do not get discouraged
  • Try something new
  • Plan ahead
  • Use multiple methods to market

4
Review What Has Been Done
  • If this program is not new, review what has and
    has not worked in the past
  • If already completed, review the Affirmative Fair
    Housing Marketing Plan
  • The strategies laid out in this document need to
    be carried out for the remainder of the program
  • Rural Development may conduct a review to ensure
    that this was followed

5
Motivation / Doing Good is Not Enough
  • The March 21, 2005 edition of Fortune magazine
    included an article entitled The Best Advice I
    Ever Got, which included interesting and
    inspirational stories.
  • Vivek Paul, the President and CEO of Wipro
    Technologies - The best advice I ever got was
    from an elephant trainer in the jungle outside
    Bangalore. I saw these large elephants tethered
    to a small stake. I asked him, How can you keep
    such a large elephant tethered to such a small
    stake?

6
  • He said, When the elephants are small they try
    to pull out the stake and they fail. When they
    grow large, they never try to pull the stake out
    again. That parable is a reminder that we have
    to go for what we think we are fully capable of,
    not limit ourselves by what weve been in the
    past.

7
(No Transcript)
8
  • This tale speaks to how we are as nonprofit
    employees
  • The tether represents our expectations, our small
    budgets, our inexperience and our lack of having
    other local nonprofits that really raise the bar
    in marketing

9
  • We know we have a great product, right?
  • Families that couldnt afford it any other way,
    get a home of their own
  • We tend to just put out some information about
    our program and sit back and let interested
    persons come to us
  • We think that the people who need housing will
    come
  • This strategy doesnt work so well

10
  • Doing good is not enough!
  • We have to make people want to join our program.
  • We need a plan!!

11
  • Think about this in terms of going to a doctor
  • Shouldnt we all get regular check ups from a
    doctor? Probably But how many people do that?
    Not many
  • We usually call for an appointment with a doctor
    when there is a problem
  • We call when we are motivated by being sick and
    requiring help
  • Motivation - We have to make people want to join
    our program

12
  • How about in terms of going to the dentist?
  • Not many people enjoy going to the dentist
  • Surprisingly these days, kids do, dentists have
    motivated them to want to go back
  • They probably dont care too much about having
    their teeth cleaned
  • They want to go because they get floss,
    toothbrushes, they get to pick the flavor of
    rinse and paste that they use and at the end of
    the appointment they get to pick out a prize from
    a basket. That sounds like fun, doesnt it?

13
  • Self-help groups dont need a prize basket
  • But, we do need to figure out what will make
    people WANT to get involved in a self-help
    housing program
  • What will inspire them enough to put themselves
    through all of the work and dedication that it
    takes to be involved with this program?

14
  • Telling someone they need our product is not as
    effective as finding out what they need and
    showing how our product meets that need
  • It's the difference between taking an
    educational approach -- laying out all the facts
    and hoping that people make a rational decision
    -- and a marketing approach -- persuading people
    to choose our product because it helps them to be
    the kind of person they want to be
  • This will take work

15
Develop a Marketing and Recruitment Plan
16
Introduction
  • To be successful, there needs to be a plan
  • The rest of this manual is dedicated to breaking
    down these steps and providing ideas
  • Allow enough time to accomplish each step
  • After the plan is finished ask...Am I getting
    the most effective message to the most potential
    families in the most economical way?

17
  • A marketing plan should contain
  • Executive Summary
  • Business Overview
  • Target Market
  • Goals
  • Marketing Strategies
  • Implementation Tactics
  • Budget
  • Evaluation of Results

18
  • A Sample Marketing Plan and blank forms that will
    help you create your own are available in the
    Guide!

19
I. What do you want to accomplish?
  • List at least 3 goals (short-long term, best
    possible results)
  • Consider factors working for you
  • Consider factors working against you

20
Goal By When 1. Have 10 families approved
for the first group before November 2009
submitting the Final Application 2. Have 10
families approved for the rest of the grant
November 2010 3. Have 20 families on the
waiting list for the next grant September
2011
21
What outside factors might help or hinder ability
to achieve goals?
  • Goal 1
  • Have 10 families approved for the first group
    before submitting the Final Application in
    November 2009.
  • Outside factors working FOR you Outside factors
    working AGAINST you
  • Not much available housing for New program no
    one low income families has heard of it can
    it be done?
  • New program new opportunity
  • Not much funding
  • Supportive agencies
  • No experienced staff
  • Poor credit history

22
  • Goal 2
  • Have 10 families approved for the rest of the
    grant on November 2010.
  • Outside factors working FOR you Outside factors
    working AGAINST you
  • Propectives can see that it is Families in
    first group
  • possible may not be cheerful
  • Input from first group on how to
  • improve Community may put
  • stigma on low income
  • Funding is available housing

23
  • Goal 3
  • Have 20 families on the waiting list for the next
    grant in September 2011.
  • Outside factors working FOR you Outside factors
    working AGAINST you
  • Can show finished homes and First grant may have
    had proud families problems
  • Can be done Keep an eye on family
  • availability
  • Community may have heard

24
  • Try to overcome the factors working against you
  • Educate local agencies and employers that may
    help
  • NCALL can train your staff
  • Hold one-on-one credit repair classes
  • Use the factors working for you to your advantage
  • Revise goals if necessary to make them realistic

25
Goal By When 1. Have 8 families approved
for the first group before November 2009
submitting the Final Application 2. Have 10
families approved for the rest of the grant
January 2011 3. Have 22 families on the
waiting list for the next grant September
2011
26
II. Who is your target market?
  • Describe potential clients as much as possible
  • In order to get this information
  • Survey those who respond to marketing
  • Survey clients in your agencys other programs
  • Ask other social service agencies for help
  • Write down what you now know about them (Be as
    specific as possible)

27
  • Include their
  • Values and motivation, places of employment,
    where they live, where they shop, eat, what they
    listen to and read
  • Where is the self-help programs target market?
    Are they at work, church, home, clubs, PTA, etc.
  • What radio stations do they listen to? What
    programs, what time of day?
  • What papers do they read? What sections on what
    days?
  • What stores do they go to and when? (Laundromats,
    car shops, grocery stores, restaurants, etc.)

28
Partial Sample List
  • Works at local factory, Wal-Mart, hospital
  • Shops at Super Fresh, Wal-Mart, 7-11, TJ Maxx,
    Target
  • Lives now with relatives, in apartment, rental
    home
  • Reads Sunday newspaper, weekly community paper,
    free shopper
  • Listens to WKIS and WHLP
  • Watches WMNY, WRTV, and WBAL

29
  • Attends area churches (list)
  • Children go to Central School District
  • Belongs to Moose Lodge, Kiwanis Club, Moms Groups
  • Likes bowling, fishing, going to the park
  • Values family, pride, independence, security

30
III. How are you going to market?
  • Review information from previous list
  • Brainstorm with others
  • List possible methods

31
Partial Sample List
  • Community Meetings
  • Ads and PSAs
  • Newspaper Coverage
  • Speak with Local Employers/ Organizations
  • School District
  • Find community supporter who will help market
  • Special Events
  • Signs
  • Contact organizations, employers, churches, radio
    TV stations, newspapers...etc. Let them know
    about the program and find out how they can help
    get the word out.
  • What are the costs and are there other free
    methods available?

32
Develop Your Message
  • This area needs to get a lot of your focus
  • Before the media is contacted or brochures are
    developed, you need to know what it is you want
    to say
  • Dont forget the equal housing opportunity logo
    or symbol that must appear in all advertisements
  • The message is not and should not be intended to
    tell everything about the program
  • Needs to interest them enough to take action

33
  • Messages need to be designed to achieve goals
  • A winning message takes into account what will
    work with the audience to build support, this
    does not mean restating your goals
  • It means making your case in a compelling way

34
  • According to Billy Shore of Share Our Strength,
    Non profits suffer from literal sclerosis.
  • They are so literal about everything that they
    dont translate things into language that people
    can understand.
  • Everybody else in communications makes big bold
    claims for things they dont really know.

35
  • The best part of waking up is Folgers in your
    cup. Is that really the best part of waking up?
  • As a nonprofit we are more likely to argue this
    last question for weeks, hold a summit on it, and
    then decide that we cant make that claim without
    more documentation. We would end up outlining the
    numerous physical and psychological benefits of
    caffeine ingestion when trying to get going in
    the morning, supported by data and charts. One
    method sells coffee the other puts people to
    sleep.

36
  • A good example of an effective message can be
    seen in the Texas anti litter campaign
  • The goal of the Dont Mess with Texas campaign
    was to keep Texas beautiful and save tax
    dollars
  • The campaign message worked because it hit a
    chord, one of state pride, with the target
    population of litterbug macho males 15-24 years
    old
  • Lets put litter in its place! would not have
    been as effective

37
  • Mission - Based Marketing

38
  • A great resource for ideas about nonprofit
    marketing is the book Why Bad Ads Happen to Good
    Causes by Andy Goodman. Some of his tips for an
    effective message are
  • Capture the readers attention
  • Make an emotional connection
  • Write a headline that offers a reason to read
    more
  • Use pictures to attract and convince
  • Make it readable
  • Test before, measure after
  • When everyone zigs, its time to zag (Dont be
    afraid to try something new and unexpected)

39
(No Transcript)
40
This is an example of a very ineffective ad.
There is way too much writing and not enough
impact.
41
Very effective.
42
Again, very simple and effective. Really conveys
a sense of urgency.
43
This ad definitely gets your attention and evokes
an emotion.
44
  • The previous ads definitely make an emotional
    connection
  • Try to do something similar in your self-help
    housing marketing
  • Ask NCALL for help with creating ads if you get
    stuck

45
Why would they WANT this new home? We have to
make them want it!
46
Creating an Emotional Connection
  • Why would people WANT to join a self-help
    program? Why would they WANT this new home?
    Create an emotional connection.
  • Independence
  • Safety
  • Security
  • Pride
  • Respect
  • Joy
  • Love of their children

47
  • Those are the things we must market.
  • What will your new message be?

48
  • Following are some more tips to help in
    developing your message
  • The five elements of a message are
  • 1) Attract Attention
  • 2) Stress Advantages Benefits of Self-Help
    Housing
  • 3) Prove what you say is true
  • 4) Persuade
  • 5) Ask for action

49
  • 1) Attract Attention
  • To attract the attention of a passerby or a
    newspaper reader an attention getter is needed
    to create interest.
  • Build your dream
  • We know you care about your familyso do we
  • You deserve a home of your ownwe can help
  • You can say with pride I did it myself
  • Ask me how to join the 24,000 club!
  • Own a home and pay less than you pay now in rent

50
  • 2) Stress Advantages Benefits of Self-Help
    Housing
  • As discussed, the message should be directed at
    what the families need and/or want, not just what
    the program provides

51
  • Ask, What qualities and characteristics make the
    home attractive and what do the participants get
    out of it personally? Why would they want to do
    this??
  • -Product - the home itself
  • -Price - the low cost of the home, the low
    interest rate and the money they save
  • -Self - learning skills, improving their life
  • Make a list and prioritize it according to the
    most important to the potential families

52
Possible Benefits and Advantages
  • Self
  • Learn a trade
  • Build self-esteem
  • Self reliance
  • Security
  • Pride
  • Joy
  • Love of children
  • Privacy
  • Product
  • New home (no repairs)
  • Good quality construction
  • Energy efficient
  • Good location
  • Sized for needs
  • Price
  • No downpayment
  • Low monthly payments
  • Moratorium
  • Based on income

53
  • 3) Prove what you say is true
  • Four ways to prove your message is truthful
  • Testimonials - someone that has gone through the
    program in the past speaks of its benefits
  • Comparative quality - comparing the homes that
    will be built with other homes in the area

54
  • Reputation - If the organization has a good name
    in the community, use this to get interested
    applicants to believe in the program
  • Successful performance Once the program has a
    positive track record, people can be shown how
    well a self-help program works and how nice the
    homes are

55
  • 4) Persuade
  • Get potential families to grasp the idea that
    they too can enjoy the benefits and rewards of
    becoming a homeowner
  • This is a large task because many never thought
    that homeownership was a possibility, it is with
    Self-Help Housing!

56
  • Consider what difficulties will your message have
    to meet and overcome
  • Believing that they can actually become
    homeowners
  • Believing they can build their own home
  • Waiting for the catch
  • Having poor credit history (Help guide them with
    steps to improve their score, then follow up!)

57
  • 5) Ask for action
  • Ask the public to make a decision and act on it
  • What specific action do you want people to take?
    Ask them to
  • Call today
  • Come by the office
  • Attend a community meeting
  • Mail in a coupon
  • Make an appointment
  • Come to an Open House

58
  • Make it easy
  • Have a pocket of informational cards on a poster,
    tear off numbers on a flyer, the phone number on
    a TV ad, or the date, time and location of an
    informational meeting

59
Implement the Plan
60
Implement the Plan
  • This part of the Marketing Plan addresses the
    What, Who, When, How Much
  • Choose steps
  • Determine budget
  • Assign responsibility
  • Set deadlines
  • Review weekly

61
Implement the Plan
  • Step Responsibility Deadline Budget
  • Brochures Posters Jill Printed by June 1 400
  • Continuous distribution
  • Radio PSA Co-worker June 15, weekly 0
  • Newspaper Ad Co-worker July 1, monthly
    50x4200
  • Newspaper Article Jill July 1 0
  • Hold community Jill July 10 Aug. 15 40
  • meetings for
    Refreshments
  • Speak to other nonprofits Executive
    Director Ongoing 0
  • CAP agency June 15
  • United Way July 8
  • Local Shelter Aug. 1
  • Speak to local employers Executive Director Sept.
    15 0
  • Put letters into paychecks Jill Oct. 1 0

62
Recruitment Methods
63
Introduction
  • There are many ways to get the message out
  • There is no such thing as one method being
    superior to another
  • What works in one area may or may not work in
    another
  • Try many different ways until you find several
    that work well
  • The following slides review some possible methods

64
Internet
  • Create your own website
  • This is a safe way potential clients can look up
    info about your program and agency once they
    discover it
  • You control the message here
  • Put up photos and testimonials
  • Post brochures that can be printed
  • Include plenty of contact information
  • Blog about your agency and its issues
  • Use Facebook and Twitter networking to spread the
    word about your programs

65
Newspapers
  • Daily papers, community weeklies, and weekly
    shoppers should be evaluated for reaching the
    target market
  • Paid and free advertising positioning is
    critical
  • Sports section might be great, but not real
    estate section
  • Classified ads work great in some areas
  • Activities announcement can be used for community
    meetings
  • Feature articles - provide full coverage at no
    cost
  • Public interest story on potential builders,
    actual builders or previous builders to give the
    program positive press, how owning a home has or
    will change a familys life

66
Radio
  • Ask the station for its target audience and
    segmentation according to time
  • Morning programs usually have a larger target
    listening area
  • Paid and free advertising available
  • Free talk shows, interview shows, classified ad
    shows, public service announcements (PSA), spot
    radio ads are all possibilities
  • Local stations may have talk shows where you
    and/or Rural Development could be a guest

67
Television
  • Self-help program could be featured on the local
    news, local community forum type programs, or
    mentioned through a PSA

68
Flyers, Posters, Handouts
  • Develop simple, easy to read, attractive flyers
    for public distribution
  • Display them at Rural Development offices,
    stores, laundromats, CAP agencies, social service
    agencies, community bulletin boards, post
    offices, and utility offices
  • Should be simple, attractive, and informative
  • NCALL is available to assist grantees
  • Contact jlordan_at_ncall.org for more information
    and assistance
  • Also see chapter Developing Marketing Materials

69
Direct mailings
  • Can be expensive compared to other methods
  • With the right list it can be more rewarding than
    a newspaper ad
  • Rural Developments waiting list, church mailing
    lists, or waiting lists for subsidized rental
    housing could all be used
  • A less expensive method could be enlisting the
    assistance of social service agencies, AFDC
    agency, local employers and the like, to stuff
    flyers into their mailings and/or paycheck
    envelopes

70
Community Meetings
  • Holding a community meeting brings a number of
    people together to explain the self-help program
    and its requirements
  • Slide shows and videos can be used to help the
    potential families visualize what the program
    entails
  • Can be at your agency or present at another such
    as Kiwanis, JCs, breakfast or lunch clubs

71
Trade shows, human service fairs, mall exhibits
  • Consider having a booth at the local human
    services fair and other events
  • While these may be a good way to see a lot of
    people, consider the time and effort taken
    compared to reaching the target market
  • Are the potential families going to be at the
    location where you are setting up?

72
Organizations, HeadStart Centers etc.
  • Colleges, trade schools, migrant education
    centers etc.
  • Community Action Agencies know how to reach the
    target population
  • Other contacts local community development block
    grant programs, housing authority etc.
  • Pass out newsletters, flyers, or accept speaking
    engagements to explain the program
  • Meet with social service agency councils
    (inter-agency) to share the Rural Development
    program and explain process
  • Write to all social service agencies concerning
    the availability of funds and income guidelines
  • Invite their clients to apply

73
Churches
  • Meet with local ministerial associations
  • Great way to disseminate information in the
    community and rural areas
  • Post announcements in church bulletins,
    newsletters, or on bulletin boards, talk to
    congregations, challenge churches to sponsor
    potentially eligible families within their
    congregation

74
Local Governments
  • Local governments may be able to provide leads
    and referrals of potentially eligible families

75
Local Employers
  • Find employers that have a pay structure that
    supports the 502 program's income guidelines
  • Educate employers and ask their assistance in
    reaching workers
  • Post promotional material on bulletin boards or
    in paycheck envelopes
  • Conduct a special meeting, or set up a table in
    their lunch/break room

76
Billboards / Outdoor Advertising
  • Cost of a billboard may be prohibitive but its
    worth looking into
  • An important part of business marketing
  • Effective means of advertising an organizations
    programs and services
  • Why consider using a billboard?
  • Outdoor advertising is typically available even
    in very small towns
  • Provides direct marketing right down to the
    neighborhood level
  • Public service message space may be available
    because outdoor advertising companies dont want
    to have signs with no message

77
Other
  • Contact members of low-income apartments, arrange
    to pass out literature and host a tenants
    meeting to see if anyone is ready and willing to
    move on to homeownership
  • See if letters can be sent to persons on the
    waiting list for subsidized rental housing

78
  • Word of mouth can be powerful
  • More focused by sending letters to current
    borrowers, saying you are seeking more clients
    and ask them to spread the word
  • Twitter or Facebook social networking websites
    may help if you think your clientele is involved
    with them (FREE!)
  • Meet monthly with a core group of social service
    representatives - brainstorm on how to reach the
    target market

79
Research
  • See the marketing guide for two questionnaires
    that may help
  • Market Research Use this to discover which
    methods of recruitment have worked best
  • Recruitment Survey Use this to determine the
    best ways to reach the target market
  • Develop a response tracking spreadsheet

80
Tips for Using Different Media
81
The News Release
  • Although simple in structure and style, the news
    release is a major vehicle for communicating with
    the media
  • A better understanding of its purpose, design,
    and uses, can improve the chances of getting
    published
  • In order to get your message out, you will want
    to contact the local media, but how?

82
  • Use the following guidelines
  • Decide on the message - Why is it of interest to
    the public
  • Select the media - The message and intended
    audience determines the publication
  • Put it in writing - Prepare a properly written
    release (See Content and Structure sections)
  • Mail to the right person
  • Mail by the deadline
  • Send a thank you note for any publicity the
    agency receives

83
Content of the Release
  • Familiarize yourself with local publications.
    What do they print and who is there audience?
  • Select information of interest to a large part of
    the publications readership. Age, income,
    geography, activities, etc. of the general public
    are some characteristics to consider.
  • Remember the 5 Ws -- who, what, when, where,
    why, and sometimes how. (see Structure) Be sure
    they are all in the story.

84
  • Keep it brief Include the important information
    nearest the beginning and use only details that
    are absolutely necessary.
  • Write in a simple, factual style Avoid creative,
    clever or overly wordy sentence structures.
  • Avoid opinions unless they are attributed to a
    person mentioned in the article (i.e. The
    effects would be devastating, according to Jane
    Doe, Executive Director.) As the writer, do not
    insert your own opinions.
  • Dont assume what a person would think or say
    Contact them directly for an answer

85
  • Be accurate Make certain of all of your facts,
    such as dates, times, locations, names or titles.
    Be careful when you use figures or statistics.
  • Put a hook in your story This is what makes the
    article of interest or newsworthy. Is this a new
    program? Is it the first of its kind? How is it
    unusual? Are you offering solutions to a problem
    in the community?

86
  • Names The first time a name is mentioned use
    their first and last name after that, refer to
    them by their last name
  • Photographs help to provide more interest and
    information to a story
  • Make sure the photos are clear and high in
    resolution
  • Identify any people in them
  • Do not send a photo you wish to have returned

87
Structure of a News Release
  • When its all said and done there are just two
    simple rules for writing your own news stories
  • Rule 1 -- Keep sentences and paragraphs short
    and clear
  • Rule 2 -- Place all of the facts at the
    beginning of the story with quotes, expendable
    details, and other information in the middle and
    the end

88
  • The first rule speaks for itself - Ideally, news
    story sentences should be 16-21 words long
  • Paragraphs rarely more than three sentences -
    often one sentence constitutes an entire
    paragraph
  • Make every word count - Choose action words that
    convey a message, describe a situation, or carry
    weight

89
  • The second rule, placing vital facts in the first
    paragraph, is called the inverted pyramid
    because news stories can be drawn to look like an
    upside-down triangle
  • When writing a news release, start with a
    headline and incorporate the two rules
  • Sample news releases can be found in the Guide

90
When the Media Calls
  • What happens when a reporter contacts us?
  • May be calling in response to a news story from
    the national media, seeking a local angle
  • Self-help agency may have been chosen as the
    focus for a featured social issue
  • Wonderful opportunity for the agency
  • Be an articulate agency spokesperson
  • Requests from the media do not often allow much
    time to prepare and interviews are usually short
  • Say it right the first time

91
  • Be a relaxed and effective representative
  • Before an interview begins
  • Know the identity and affiliation of the reporter
  • Determine the reason for interview
  • If you are not the right person to talk with,
    refer the reporter to someone else
  • If you dont know how to answer a question, say
    you dont know
  • Offer to get the information quickly and avoid
    incorrect or rambling uncertainties

92
  • If possible, develop a list of key points you
    wish to make during the interview
  • Too busy or need time to prepare? Find out the
    publications deadline and arrange to call them
    back
  • Refuse to answer certain questions when they
    violate confidentiality rules, legal
    restrictions, or agency policy
  • Explain your refusal clearly and politely

93
During the Interview
  • Work in a quotable quote
  • Dont hide the truth or attempt to hide problems
  • Present them as positively as possible
  • Talk about what is being done to correct
    shortcomings and stress the plans underway
  • Personalize your answers - Use anecdotes,
    illustrations, and personal accounts
  • Avoid agency jargon
  • Only state your agencys position, not yours
  • Be sure what you say reflects official agency
    policy or guidelines
  • Rephrase any negative or objectionable questions
  • Always reply positively and use your own words

94
On the Radio
  • Radio, since it is a voice only, electronic
    medium, has some special considerations
  • Your voice projects your entire image
  • Your appearance is still important, your
    confidence is increased when you look your best
  • Good posture aids your voice
  • The microphone may intimidate you, but speak into
    it as if you were talking with one person
  • Vocal problems like a hissing S or popping
    Ps may be reduced by speaking slightly above
    it or off to one side
  • Live call-in programs If invited to appear on
    one, inform family, friends and co-workers so
    they can phone in relevant questions

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The Television Appearance
  • Your appearance is important
  • Your attire helps project the image you want
  • Avoid certain colors and color combinations that
    may appear busy and distracting
  • Color opposites such as red/green, blue/orange,
    or yellow/purple should be avoided

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  • In the studio Speak conversationally
  • In a guest editorial (where you appear alone to
    present an opinion) speak directly to the camera
  • In a group appearance give your attention to the
    host and other guests
  • Filming on location, requires a quiet room with
    enough space for a camera crew as well as the
    interviewer and yourself
  • Make sure to record the program for later
    marketing

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10 Tips to Getting an Article Published
  • Be proactive in submitting material for
    publication - Assign someone to get your news
    out!
  • Do your homework - Review the newspapers website
    or other printed brochures
  • Many newspapers share information on how to get
    published and whom to contact (Your ad
    representative may know who)
  • Build a relationship with the appropriate contact
  • Find out how the paper prefers to receive
    material (i.e., fax or email, file formats for
    photos)
  • Understand the non-traditional or niche
    publications put out by the paper

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  • Put contact information on press releases and
    check spelling and accuracy
  • Remember to be timely - Find out how much notice
    is needed
  • Persevere - If you dont get published the first
    time, keep trying!
  • Consider using the Opinion Editorial forum to
    convey news
  • Have a good idea and know why the paper should
    cover it!

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Can Your Paper Help?
  • In one local area, the newspaper holds two
    meetings per year for nonprofits and community
    organizations specifically to help train them on
    how to get published in their paper
  • The attendees ask questions about the paper and
    are introduced to appropriate reporters
  • Check with your local paper to see if they have a
    similar program

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  • Getting the word out is an important task that
    needs our focus
  • It can be done with some dedication!

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Developing Marketing Materials
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Marketing Materials
  • NCALL recommends having the following marketing
    materials
  • A good quality brochure - briefly explaining both
    the organization and the self-help program
  • A cheap flyer for mass distribution
  • Mail it, hand it out, hang it up, leave it
    wherever prospects congregate
  • A flyer, printed on one side of a letter-sized
    sheet is among the least expensive, easiest to
    produce, and hardest working marketing tools
  • Posters
  • Can be similar to the flyers, but larger, on
    heavier paper, maybe have a tear off phone number
  • A few starter sample ads

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  • All of these items should look professional and
    carry the branding and message of your agency and
    the self-help program
  • Most times this branding will consist of a
    company logo, using certain fonts or colors and a
    tag line

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Marketing Material Mechanics
  • The graphic layout and design of the materials is
    important. Several elements of good design
  • Contrast
  • Adds visual interest to a page
  • Helps create hierarchy of information so the
    reader can scan the important points and
    understand what the brochure is about
  • Use contrast in the typefaces, colors, spacing,
    size of the elements, etc
  • Contrast is effective if it is strong
  • Repetition
  • Repeat various elements in the design to create a
    unified look
  • Repeat use of colors, typefaces, spatial
    arrangements, and bullets

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  • Alignment
  • Very important and the lack of it is consistently
    a problem
  • Strong, sharp edges create a strong, sharp
    impression
  • A combination of alignments (using centered,
    flush left and flush right) can sometimes look
    sloppy or weak
  • Proximity
  • Grouping similar items close together is
    especially important where you have a variety of
    subtopics within one main topic (like in a
    brochure)
  • How close and how far away items are from each
    other communicates the relationships of the items
  • To create spatial arrangements effectively, you
    must know how to use your software to create
    space between the paragraphs

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Some Other Tips
  • Use photographs to tell the story
  • Use a delicate hand
  • People new to design tend to make text and
    graphics too big and/or too bold
  • Keep the layout simple
  • Limit yourself to two fonts
  • Use illustrations that build on the message
  • Organize the page with boxes and borders
  • Establish a center of attention

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  • White space is your friend
  • The message can get lost in clutter if it is too
    busy
  • Stick with it
  • If your story is clearly and effectively told,
    dont change it for changes sake
  • To repeat viewers, your message becomes
    increasingly familiar in their minds

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  • NCALL would be happy to help!
  • Contact us for samples or assistance creating
    promotional items.

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The End!
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