Washington’s Employment & Training Pilot

Marketing Tips

Points to Consider Common Marketing Pitfalls Examples of Marketing Materials

Overview

Recruitment Messages that get heard

Points to Consider

…they will never hear your best presentation about what the SNAP E&T program can do for them.

Use high-impact materials to attract participants. Look for opportunities for in-person contacts with your

capable staff. Maintain a consistent message throughout marketing efforts.

If People Don’t Respond to your Invitation . . .

Everyone communicates in different ways.

Find out the best way to communicate with your target population: face to face, phone, text, email, newspaper, Facebook, etc.

Methods used for a broader population may not work for certain subpopulations with barriers.

Communicating With Prospects From Generations X, Y, Z

Where you deliver your recruitment messages directly impacts who comes through the door.

For example: Putting ads in the newspaper (generally attracts an older population) vs. posting content online (generally attracts a younger population).

“I Thought I Would Find You Here”

Flyers need high impact messages and must be engaging and interesting.

No matter how great the flyer is, it will still be competing with many other messages.

Don’t let it blend in!

I Can’t Hear You Through All The Noise!

There is no single “right way” to market your program –Use a variety of approaches!

Flyers and in-person outreach at:◦ Supermarkets frequented by SNAP recipients◦ Health clinics◦ Food banks

Social media: Facebook, Twitter, videos on YouTube, etc. Pop up notices on SNAP website Email messages and newsletters Robo calls

Remember, cannot use:◦ TV, Radio or Billboards

Use a Variety of Marketing Channels

How to describe the GREAT EXPERIENCES you are providing to make participation a priority for your customers.◦ Think about how to get them to keep coming back.

Using specific language to describe the advantages of SNAP E&T:◦ Learn new skills to be more successful on the job◦ Receive training to help with career advancement◦ Have a career coach/navigator help with job search, readiness,

placement, and afterwards (post-placement)◦ Receive support services like transportation, child care, financial

counseling, drug treatment (other barrier reduction services provided)◦ Get additional support to help you navigate the training program and find

a job

When crafting your message, think about…

What is the value of what you are offering?◦ Some clients may think “free training” is too good

to be true or that it isn’t worth anything.◦ Consider indicating that there are limited slots for

training and it may appear more valuable or realistic to people.

◦ Consider quantifying or describing the value of training.

“You may be eligible for training worth thousands of dollars.”

When crafting your message, think about… (continued)

Making a message clear and concise often results in an increase in response rates.

It’s often helpful to break a message down into simpler, easier actions to make the task seem less daunting.

Make sure the reading level on all materials is targeted to your population—between a 6th-8thgrade reading level is ideal for this study.

Simplify the Message

Save Your Alphabets For Soup! Try not to use acronyms.

MPR MDRC ABAWDS RA ICF SNAP E&T DOL WIOA

Try to limit the use of jargon or complex language in marketing materials.

Research terms like control group, treatment group, cohort, etc. are likely not common terms for a participant.

We are more likely to do something that our attention is drawn towards.

Ways of doing this include the use of images, color, or personalization.

Samantha,We hope to see you soon!

Catch Their Attention

Common Marketing Pitfalls

DON’T: Use the name of the program or organization as the headline.◦ Flyer/Brochure is an ad, it needs to catch the attention of

your audience.◦ Customers are interested in their own needs, not the

name of the organization or the grant.

DO: Create a headline that answers the question: What’s in it for me?◦ Figure out what will make your customers excited, but not

in a way that guarantees access to services or the specific outcomes.

Pitfall #1: Using name of the program in the headline

Ineffective Headline: The Family Self-Sufficiency Program

Headline Based on Wants/Needs:◦ Move Your Career Forward◦ The Opportunity to Get a Better Paying Job◦ Advance Your Career to the Next Level◦ The Chance to Get the Training You Need to

Succeed

Pitfall #1: Using name of the program in the headline (cont.)

DON’T: List services and features instead of benefits and outcomes.◦ Most programs list the features of the service,

features do not solve problems or inspire motivation.

◦ Customers don’t want case management or an individual career or service plan.

DO: Translate features into potential benefits and outcomes.◦ Customers are more likely to want “help to

increase his/her income.”

Pitfall #2: Listing services, not benefits

Pitfall #2, Cont’d

DON’T: Use an impersonal tone or passive voice.◦ Many providers make the mistake of not personalizing the

program.◦ Most advertising and marketing promote a connection

between the speaker and the reader. Example: Program participant has 5 years to achieve their

goals. The timeline can be extended 2 years.

DO: Use second person pronouns: you/your Example: We can work together for up to five years to help

you get to where you want to go. And if it takes longer, you can count on us to be there to help you reach your goals.

Idea: Use client testimonials on the value of the services.

Pitfall #3: Not personalizing the program

DON’T: Write at a reading level that exceeds the abilities of the target market.◦ Think about the customers you’ll serve, do most

read at a post-college level or at an elementary or middle school level?

DO: Rewrite materials so they are understood at the reading levels of your target audience.

Pitfall #4: Inappropriate reading level

DON’T: Make the message so dense that it’s overwhelming to look at.◦ Don’t put too much information on a flyer.◦ If materials are too dense, potential customers will not spend time

to read it.◦ People have short attention spans and won’t read past first few

lines.

DO: Simplify the message to spark interest◦ Advertising materials are best used when they spark interest, but

not go into every detail or how every component works.◦ Detail is best used for orientation or a one-on-one discussion.◦ The more clear and concise the flyer, the more likely people will

read.

Pitfall #5: Making message too dense

DON’T: Use images that are not effective.◦ The message should be clear from the image; that’s what

people will see first.◦ According to the Media Foundation, 70% of people only look at

the graphic when viewing a print ad, only 30% read the headline.

◦ Illustrations draw attention to the marketing piece and need to be eye-catching and large enough to be a central focus.

DO: Use images that fit the message.◦ The right illustration should show a happy ending or outcome

of the program.◦ Examples of good outcomes include a bigger paycheck,

buying a home, graduating from school, etc.

Pitfall #6: Ineffective illustration

DON’T: Use jargon the customer doesn’t understand.◦ Jargon is off-putting to potential customers.◦ Can make customers feel excluded or inferior

because they don’t know the words/meaning.◦ Jargon will not motivate the customer.

DO: Review materials to make sure the “average person on the street” understands the concepts.

Pitfall #7: Using industry jargon

Training Flyer◦ Headline addresses the needs of the client.◦ Bright and relevant image.◦ Doesn’t promise services.◦ Specifies dollar value of training.◦ Phone number is a focal point. ◦ Program name is prominent (“CAP”). ◦ The headline is focused on the client’s needs.◦ Image is directly relate to the training offered.◦ Flyer details specific benefits of training.

Marketing Materials:

Training Brochure Consistent messaging across marketing

materials. Language communicates urgency.

“Spots are limited” Language introduces random assignment.

“Qualified applicants will be chosen by computerized lottery.”

Marketing Material

Career FlyerDouble-sided flyer:

◦ One side with a simple, engaging headline and image.

◦ One side with additional information (next slide). Headline and text addresses the needs of the

client. Bright and relevant image. Clearly communicates next steps (next slide):

◦ “No appointments necessary.”◦ “Orientation…every Wednesday.”

Marketing Material

Orientation Letter Bold key information

◦ Keep letters to one page◦ Reiterate time and location

Double-sided flyer◦ One side with a simple engaging headline and image◦ One side with additional information

Headline and text addresses the needs of the client

Bright and relevant image Clearly communicates next steps

◦ “No appointments necessary.”◦ “Orientation…every Wednesday.”

Marketing Material

Questions