marketing your rim program - draft for arma 2009

Education Code:

Marketing Your RIM Program:A Hands-On Workshop

Jason C. Stearns, CRMCorporate Vice President

Corporate Records ManagerNew York Life Insurance Company

Education Code: FR03-2178

Learning Objectives

Upon completion of this session, participants will be able to:

– Apply marketing principles in promoting a RIM program

– Identify steps for creating a RIM marketing campaign

Learning Objectives

Upon completion of this session, participants will be able to:

– Determine best marketing options based on budget, executive support and corporate culture

– Develop workable marketing ideas for a RIM Program

Upon completion of this session, participants will be able to:

What is Marketing?

All business activity involved in the moving of goods from the producer to the consumer, including selling, advertising, packaging, etc.

What is Marketing?

“The aim of marketing is to know the customer so well that the product or service…sells itself.

…All that should be needed then is to make the product or service available.”

Peter Drucker1909-2005

The 4 “P’s” of Marketing

The 4 “P’s” of Marketing

The 4 “P’s” of Marketing

The 4 “P’s” of Marketing

Promotion

The 4 “P’s” of Marketing

?

The Core MessageYour core message is the central piece to

your marketing efforts:

– It defines the main purpose or point you are trying to convey

– It should be the basis for all marketing themes or topics that follow

The Core MessageYour core message is the central piece to

your marketing efforts:

– No matter how your program changes, the core message should remain the same

– It should be simple and straight forward

Branding

Any name, term, design, style, words, symbols or

other feature that identifies the goods or services of one seller from another and/or that distinguish one product from another in the mind of the consumer

Benefits of a strong brand:– Communicates features,

benefits, purpose – Identifies and differentiates

product/service – Unifies marketing messages – Attracts the “customer”

Branding considerations:– Communicates features,

benefits, purpose – Identifies and differentiates

product/service – Unifies marketing messages – Attracts the “customer”

How well do you “know” these brands?

i’m lovin’ it

The Real Thing

The Company You Keep

Noise

Macromodel of the Communications Process

SENDER Encoding Decoding RECEIVER

Media

MESSAGE

Feedback Response

Behavior

Stage

Affective

Stage

Cognitive

Stage

Micromodel of the Consumer Response Process

Knowledge

Awareness

Liking

Preference

Conviction

Action

Creating the Campaign

Establish the Core Message

Develop Your Brand

Determine Your Budget

Identify the Target Audience

Start Designing

Select Marketing Channels

Person to

Audience

Print M

edia

Events

Web

emai

l

s

Decide on the Media Mix

Measure the Results

Pros & Cons

$• Low cost• Easy to maintain once set up• Fast and effective way to distribute

your message

Intranet Sites

• Support is mixed• Can pre-approve content before

posting• Will need to balance with other

responsibilities

Pros & Cons

• Content and language can be made to fit culture

• Must be maintained or users will stop visiting

• Site style guide may limit options

Intranet Sites

• Even with WYSIWYG interfaces, some knowledge of HTML is usually needed

• May be dependent on another area to publish

• Reach may be narrow

Pros & Cons

$• Low cost (unless you buy lunch)• Can broadcast on the web to reach a

larger audience for minimal cost• High quality graphics and clip art can

be expensive

Presentations

• External support is mixed• Can pre-approve content• Time consuming for all involved

Pros & Cons

• Easier “sell” in a continuous education culture

• May need to adjust message depending on audience

• Space may be hard to get

Presentations

• Must be comfortable speaking in front of groups

• Need experience using “slideware”• Subject can be dry

Pros & Cons

• Moderate to high costs to create• High distribution costs• Eye-catching and “sticky” method to

distribute your message

Awareness Posters

• Message can be targeted to address a specific issue

• Can pre-approve content• Support is mixed

$

Pros & Cons

• Very effective in common areas, lunch rooms, etc.

• May not be appropriate in all locations• Target audience may tune out the

message

Awareness Posters

• Design will make or break the campaign

• More effective in targeted bursts• Don’t forget to take the posters

down

Pros & Cons

• High costs to create• High to very high distribution costs• High “pass-a-long” value lowers

overall cost

Educational Brochures

• Creates high visibility for the department

• Can pre-approve content• Very time consuming

to create and maintain

$

Pros & Cons

• Fits in well as part of new hire orientation and other trainings

• Can be made available in multiple locations

• Target audience may not read them

Educational Brochures

• The Communications Dept. can help (if you have one)

• Test drafts on trusted colleagues• Some subjects may be

too complex

$

Pros & Cons

• Costs vary widely (watch out for travel)• Potentially high distribution costs• High visibility and impact lowers overall

cost

Educational & Awareness Events

• Message can be targeted to address a specific issue

• Difficult to “stay on message”• Very time consuming to

plan and coordinate

Pros & Cons

• May not have the right venue • Great way to put faces to names• Theme may not speak to all audiences

Educational & Awareness Events

• Best for general awareness• No wallflowers allowed• Good way to involve coordinators

and/or departments

$

Pros & Cons

• High to very high cost• Tax considerations• High visibility may lower costs but may

also interfere with your message

Giveaways/Promotional Items

• May be viewed as wasteful• Management may want tighter control

over your project• Can create goodwill for

the entire department

Pros & Cons

• Various restrictions may prevent them• Any appearance of favoritism will

damage your reputation• When well done, they are very popular

Giveaways/Promotional Items

• Mark promotional items with your brand• Pick something unique and fun• Be sure items are a good fit with

the corporate image

Information Design

COLORTYPOGRAPHY

Information Design

Layout – please don’t abuse the real estate

• Do not crowd your document with too much text

• The use of whitespace helps draw attention

• Use high quality graphics or none at all

• Adjusting text and graphic alignment can reinforce and emphasize aspects of your message

Information Design

Layout – please don’t abuse the real estate

Which would you rather read?

Information Design

RECORDS MANAGEMENT POLICY

Corporate Records Management Office

Information Design

Records Management Policy

Corporate Records Management Office

Information Design

Information Design

TYPOGRAPHY – there’s more to life than Arial

• The proper use of fonts help deliver your message

• Too many fonts are worse than too few

• Serif fonts are best for large blocks of text

• Sans serif fonts are best for headlines and the web

• As readers, we rely more on the shapes of words rather than the individual letters

Information Design

Type “Families”Old

Style.........................................Garamond

Transitional.....................................BookmanModern..............................................CenturySlab Serif.........................................CourierSans Serif............................................LucidaDisplay Type...............................Baby Kruffy

COLOR – are you saying what you think you’re saying?

Information Design

Advantages of using color:• Increases the willingness to read up to 80%

• Increase motivation by up to 80%

• Accelerates recall as much as 78%

• Impacts the readers’ acceptance or rejection of the message by 60%

COLOR – are you saying what you think you’re saying?

Challenges of using color:• Prior associations may impact the message

• Color on color can reduce legibility

• Reproduction is often inconsistent

• The “meaning” of a color varies by culture

Information Design

COLOR – are you saying what you think you’re saying?

STOP GO

Information Design

Common American/European interpretations of Color:

RED excitement, danger, loss

ORANGE energy, warmth, cheerfulness

YELLOW sun, caution, illness

GREEN environment, life, growth, money

BLUE water, cold, calm, masculinity

PURPLE rage, power, royalty, religion

WHITE peace, purity, virginity,

BLACK mourning, formal, sophistication

Information Design

Common Eastern interpretations of Color:

RED luck, celebration, bridal

ORANGE spirituality, creativity

YELLOW courage, nourishing, merchants

GREEN religion, exorcism, cheating

BLUE heaven, spirituality, immortality

PURPLE expense, wealth, virtue

WHITE death, funerals, mourning

BLACK trust, quality, childhood/youth

Information Design

Make it FUN!It doesn’t hurt to tryUse your network to share ideasLook for inspiration everywhere Take time to look at the big pictureYou’re more creative than you thinkDon’t be afraid to try something new

Jason C. Stearns, CRM

jasoncstearns@mac.com

jasonstearnscrm

jasoncstearns

Thank

you!

Marketing Your RIM Program:A Hands-On Workshop

Jason C. Stearns, CRMCorporate Vice President

Corporate Records ManagerNew York Life Insurance Company

Please Complete Your Session Evaluation

Education Code: FRO3-2178