mha mktg webinar we final
DESCRIPTION
Training with Sherri Petro of VPI Strategies for Mental Health America affiliates across the country.TRANSCRIPT
Scott Suckow, CEO MHA San Diego County & Sherri Petro, MHASD Board Member
Marketing Nuts and Bolts
2009
Meet The Presenters
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♦ Scott Suckow– MHASD CEO– 15 years working in the national voluntary
health sector (Muscular Dystrophy Association, America Diabetes Association, American Liver Foundation and Huntington’s Disease Society)
– Multiple market experience (San Diego, Northern California (San Francisco), Greater New York (NYC), Upper Midwest)
Meet The Presenters
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♦ Sherri Petro– MHASD Board Member– President of VPI Strategies & Founding
Partner in Workplace Evolution– 9 years consulting nationally to non-profits,
for-profits & governmental agencies– Expert in organizational capacity building,
strategic planning and cross generational communication
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Our Objectives
Defining the marketing mindset Exploring message points Discussing tactics available to
you Share 7 marketing secrets
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Marketing Is Not…
♦ Hype♦ Making something
out of nothing♦ Only about products
and services♦ Simply A brochure
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“A social and managerial process by which individual and groups obtain what they need and want through creating, offering and exchanging products of value with others.” ~ Philip Kotler
Marketing Is…
♦ Making something out of something of value: your products and services
♦ Providing benefit to those who need you
♦ Touting that you are a solutions provider
♦ Creating awareness, generating interest, creating intrigue and inciting action
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Marketing 101
Strategy
–Advertising–Sales promotion–Publicity–Personal selling–Social media
–Products & services–Positioning–Brand–Promotion
Tactics
Think first then develop the messages
Ways to communicate your value
Strategic Assets: And they all need message points!♦ Brand♦ Board♦ Staff♦ Stakeholders♦ Volunteers
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Your Organization’s Identity
What are you really good at?
What services do you offer?
What needs do you satisfy?
Who are your ideal clients?
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Marketing Homework
♦ Who are your local partners and competitors and what are they doing to attract funders and clients?
♦ How are they messaging?
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Creating Message Points
♦ Start with National’s work♦ Identify compelling words♦ Play with themes♦ Identify connections
– Create bullet points– Group similar thoughts together– Tell the story: describe your organization in
personal terms
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How Do You Use Your Messaging? Strategic Options♦ Create awareness♦ Generate interest♦ Build intrigue♦ Incite action♦ Lather, rinse and repeat♦ All of the above
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Vote NO in the May 19th California election on Proposition 1D and 1E. They are both deceptively written and harm under served communities.
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Your Marketing Tactics
What must you do as a the bare minimum?
♦ Business cards and letterhead
♦ Website
♦ Client references – testimonials– case study
candidates
♦ Network
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Advertising Tactics
♦ Flyers♦ Brochures♦ Postcards ♦ Yellow Pages ♦ Magnetic or window
decals
♦ Presentation folders♦ Letters♦ Print ads♦ Radio ads ♦ Websites
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Healthy Minds Luncheon
♦ There’s Always A Connection– How we secured our honoree
♦ Mutual Benefit– Honoree received recognition– MHA financially benefits (net Y1 $25,000, Y2
$55,000,Y3 $77,000)♦ Provocative Thinking
– Go outside the box but keep the connection♦ Sustained Momentum
– The honoree brings the show, who is next?
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Sales Promotion Tactics♦ Cause marketing♦ Referrals
♦ Strategic alliances
♦ Promotional items
♦ Exhibits at local events
♦ Sponsorship
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Publicity Tactics
♦ Newsletter♦ Newspaper♦ Become known
as an expert♦ Community relations
♦ Press releases♦ Press conferences♦ Local presentations
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Publish Community Reports
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Personal Selling Tactics
♦ Networking♦ Create seminars ♦ Business cards♦ Promoting personal
certifications♦ Webinars
Social Media
♦ Facebook♦ Linked-in♦ Twitter♦ YouTube
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Seven Marketing Secrets
1. Make it simple2. Be consistent3. Do NOT lose sight of the client, funder
or partner4. Focus on what really matters5. Link it to your organization’s strategy6. Leave room for cream7. It’s got to be Alive
Save A Life Walk♦ Collaboration & Mutual Benefit
– Mental Health America– Yellow Ribbon– Survivors of Suicide Walk
♦ Provocative Thinking– Local funding vs. national funding
♦ Sustained Momentum– Year 1 $36,000, Year 2 $50,000
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Meeting of the Minds Behavioral Health Conference♦ Collaboration & No is Not an Option
– 19 providers (new) on planning committee
♦ Possibility Power– Vendor exhibits
♦ Provocative Thinking– Spotlight training that supports & transforms
♦ Sustained Momentum– Twelfth year
♦ Future Focused & Strengths-Based– Professional Education (CMEs, CEs)
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Thank You!
Scott SuckowMHA San Diego County
619-543-0412 ext. 109
Sherri PetroVPI Strategies and Workplace Evolution
858.583.3097