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"Independence is priceless and other thoughts on marketing your program"
Alternative Financing Program Technical Assistance
2 December 2000, Washington, DC
Marty Blair, Utah Assistive Technology Program
meblair@cc.usu.edu
or 435-797-3886Create a BRAND
Independence is priceless.
We help make it affordable.
What is your purpose? What is your message? This determines market strategy.
DEVELOP YOUR MARKET STRATEGY
Phase One: Big Picture
1. Overall Plan. Dates, major activities, anticipated outcomes, budget.
Phase Two: Put Plan into Action
- Identify an audience.
- Develop an audience needs assessment. This is project directed.
- Target the identified audience. Where does the audience live? What do they do? Where do they work or spend their money? Include consumers with disabilities.
- Get gratis work from ad agency. Share ideas with them at the beginning of the process.
- Design the ad, commercial, story, and Go For It. Make sure you are ready for the consequences of your efforts (increased contacts or maybe nothing).
- Evaluate success. How are people finding you?
UTAH EXPERIENCE
1. Marketing plan
Brand
Big Picture
Put Plan into Action
2. Underrepresented populations
Rural
Native American (Navajo, Ute, Goshute)
Hispanic
Asian and Pacific Islanders
3. Feeder organizations.
Education and Rehabilitation
Independent Living
Aging
Parents/ Families
Application process and consumer review.
Executive Director of Foundation (consumer)
Extraordinary cases discussed with board
Final approval is made by lending institution (debt to income ratio and past history)
4. Accessibility of information
Braille
Non English materials
WORKSHEET
BRAND: _______________________________________________
What is your purpose? What is your message?
Phase One: Big Picture
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Budget |
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Phase Two: Put Plan into Action
Audience (who): ____________________________________________________
Description of audience (work, leisure, free time, spend money):
Ideas?
Develop specific activities and evaluate
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Activities |
Measurement Strategy |
Data Elements |
Information Access |
What worked? |
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1700 North Moore Street, Suite 1540
Arlington, VA 22209-1903
Phone: 703/524-6686 Fax: 703/524-6630 TTY: 703/524-6639
Email: info@resna.org http://www.resnaprojects.org/AFTAP