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Walk National Conference
Marketing on a Shoestring Budget
From the 2008 Walk Conference
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Walk National Conference
What is Marketing?
• Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.”– American Marketing Association
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Walk National Conference
How Does Marketing Help Walk?
• Why is Walk the signature fundraising event?
• Nobody will Walk or raise funds if they do not know about Walk or the Alzheimer’s Association
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Walk National Conference
Why Should I Focus on Marketing?• Steps to Success– Engage More People• How do you recruit teams and walkers?
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Walk National Conference
Steps to Success• Build the Brand– What is Branding?• A traditional advertising method used to create a
response from a target audience based on cumulative impressions and positive reinforcement. The ads are aimed at increased product or company name awareness leading to lifelong customer purchasing.
• Consistency throughout the experience and at each Walk site
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Walk National Conference
Our Successes are What Will Power our Mission
• Our cause is ending Alzheimer’s not raising funds. The funds we raise is the means to achieve the mission
• Recruit Media Sponsors
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Walk National Conference
Marketing’s Impact on Revenue
• What ways do we raise funds for Walk?
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Walk National Conference
Sponsorship
• Why do companies sponsor fundraising events?
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Walk National Conference
Recruiting Sponsors
• Sell the Walk and the Association• Corporate Sponsorship Proposals
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Walk National Conference
Participant Revenue
• How Do You Recruit Past Walkers?• How Do You Recruit New Walkers? New
Teams?
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Walk National Conference
Participant Revenue
• Once registered, do not stop communicating with your Walkers. – Ensure the brand stays consistent– Include information about the mission and the
need for funding– Giving clubs, incentive levels/prizes, team
banners, etc.
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Walk National Conference
How to Budget for Marketing
• Dedicate a small percentage of your budget to marketing and marketing materials
• For example, 8% of our expenses and 2% of our gross revenue
• Where to spend on marketing?– Paid distribution of brochures– Media partnerships- design costs– Printed materials- brochures, posters, flyers– Billboards, signs, banners
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Walk National Conference
Ways You Can Market for Free
• TIME- Make sure to budget the appropriate amount of Time
• Ways to Market for Free?
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Walk National Conference
Creative Ways to Market
• Brochures– Paid distribution• Saturate a market
– Brochure distribution by committee– Brochure distribution success stories
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Walk National Conference
Forget Me Not Flowers• Raises Awareness & Funds• Create partnership with local companies• Provide all marketing materials to each
company• Boscov’s, Assisted Living Facilities, local
restaurants
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Walk National Conference
Targeted Mailings
• Do you do a mailing? • Who do you mail to?
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Walk National Conference
Team Recruitment Visits
• Ask for more than a team• They can help market the Walk– Company newsletters– Display brochures and posters– Information on the check stub– Link on their website– Email to their employees
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Walk National Conference
Team Recruitment Success Stories
• Kelly & Associates Insurance Group• Social Security Administration• How can committee members and volunteers
help?
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Walk National Conference
Community Partnerships• Examples of Community Partners in our
Chapter• Pizza Hut• Boscov’s• Talbots
• Other examples?
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Walk National Conference
Media Sponsorships
• TV, radio, print ads in exchange for their logo in our marketing materials and at the Walk
• How do you secure a media sponsor?• Cost of Media Sponsors– PR Consultant and Ad Designer if necessary
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Walk National Conference
Media Sponsorship Continued
• Ask walkers for their stories• Suggest that walkers reach out to their local
papers• Committee members are perfect to highlight
in local stories and to reach out to the media
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Walk National Conference
Community Events• Professional sports games• Table at lunchtime summer concerts• Partner with Science Center or local museum
during an exhibit that pertains to Alzheimer’s or the brain.
• Fairs, festivals, weekend activities and community gatherings
• Where to find the events: local newspapers, Google, etc.
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Walk National Conference
Email and Newsletters
• Use template emails• Announce upcoming events, important dates,
and information• Encourage registration and fundraising• Keep the brand in mind and stay consistent
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Walk National Conference
Creating Your Marketing Plan
• Steps to create Marketing Plan– Select areas to set aside funds – Determine Audiences– Determine best way to reach each audience
• Make a communication plan, who needs to be reached out to on a regular basis, who is in charge of reaching out, timeline for all communication.