BUILDING A STRONG FOUNDATION in a Rapidly Changing Environment MARKETING YOUR CIL Foundations for Resource Development March 25-26, 1997 Houston, Texas IL NET NCIL/ILRU National Training & Technical Assistance Project 1997 ILRU Program 2323 S. Shepherd, Suite 1000 Houston, TX 77019 713-520-0232 (v) 520-5136 (TTY) 520-5785 (fax) Permission is granted for duplication of any portion of this manual, providing that the following credit is given to the project: Developed as part of the IL NET: NCIL/ILRU National Training and Technical Assistance Project. Developers of this TRAINING MANUAL: Greg Newton Laurel Richards Bob Michaels Rose Shepard Cynthia Dresden Raymond Lin Dawn Heinsohn Anne-Marie Hughey OVERVIEW OF TRAINING TABLE OF CONTENTS SECTION I: PROJECT OVERVIEW List of Trainers and IL NET Staff 1 About the Trainers 3 Greg Newton 3 About NCIL 3 About ILRU 3 About the IL NET 5 IL NET Resource Materials 9 National Resources on Independent Living 11 Readings for the Independent Living and Disability Rights Movements 15 SECTION II: TRAINING MANUAL Making Marketing Magic for Your CIL LIST OF TRAINERS AND IL NET STAFF TRAINER Greg Newton One Hanson Street Boston, MA 02118 (617) 426-5533 (V) NETWORK STAFF NCIL Anne-Marie Hughey Raymond Lin 2111 Wilson Blvd., Suite 405 Arlington, VA 22201 (703) 525-3406 (V); 525-3407 (TTY) 525-3409 (fax) ncil@tsbbs02.tnet.com June Isaacson Kailes Disability Policy Consultant 6201 Ocean Front Walk, Suite 2 Playa del rey, CA 90293 (310) 821-7080 (V); 827-0260 (fax) jkailes@tsbbs02.tnet.com Roland Sykes President, Greater Independence through Management Programs, Inc. 6256 Ramblewood Drive Dayton, OH 45424 (513) 327-8360 (V) rsykes@tsbbs02.tnet.com ILRU Laurel Richards Bob Michaels Cynthia Dresden Dawn Heinsohn Laurie Gerken Redd 2323 S. Shepherd, Suite 1000 Houston, TX 77019 (713) 520-0232 (V); 520-5136 (TTY) 520-5785 (fax) ilru@tsbbs02.tnet.com ABOUT THE TRAINERS Greg Newton is a marketing, quality, and customer service specialist who shows public and nonprofit agencies how to use private sector strategies to find success in a changing (and potentially threatening) environment. He is committed to assisting agencies develop trend-responsive, entrepreneurial strategies to position for the future. Since starting his business in 1981, Greg has worked with over 630 different organizations with a wide variety of purposes and customer types. He has an undergraduate degree in advertising from Ohio University and a masters in public administration from Harvard University. ABOUT NCIL Founded in 1982, the National Council on Independent Living is a membership organization representing independent living centers and individuals with disabilities. NCIL has been instrumental in efforts to standardize requirements for consumer control in management and delivery of services provided through federally-funded independent living centers. Until 1992, NCIL's efforts to foster consumer control and direction in independent living services through changes in federal legislation and regulations were coordinated through an extensive network and involvement of volunteers from independent living centers and other organizations around the country. Since 1992, NCIL has had a national office in Arlington, Virginia, just minutes by subway or car from the major centers of government in Washington, D.C. While NCIL continues to rely on the commitment and dedication of volunteers from around the country, the establishment of a national office with staff and other resources has strengthened its capacity to serve as the voice for independent living in matters of critical importance in eliminating discrimination and unequal treatment based on disability. Today, NCIL is a strong voice for independent living in our nation's capital. With your participation, NCIL can deliver the message of independent living to even more people who are charged with the important responsibility of making laws and creating programs designed to assure equal rights for all. ABOUT ILRU The Independent Living Research Utilization (ILRU) Program was established in 1977 to serve as a national center for information, training, research, and technical assistance for independent living. In the mid-1980s, it began conducting management training programs for executive directors and middle managers of independent living centers in the U.S. Since 1985, it has operated the ILRU Research and Training Center on Independent Living at TIRR, conducting a comprehensive and coordinated set of research, training, and technical assistance projects focusing on leading issues facing the independent living field. ILRU has developed an extensive set of resource materials on various aspects of independent living, including a comprehensive directory of programs providing independent living services in the U.S. and Canada. Beginning with the 1996 edition, the directory also contains a complete listing of statewide independent living councils. ILRU is a program of TIRR, a nationally recognized, free-standing rehabilitation facility for persons with physical disabilities. TIRR is part of TIRR Systems, a not-for-profit corporation dedicated to providing a continuum of services to individuals with disabilities. Since 1959, TIRR has provided patient care, education, and research to promote the integration of people with physical and cognitive disabilities into all aspects of community living. ABOUT THE IL NET The IL NET is a collaboration of the National Council on Independent Living (NCIL), the Independent Living Research Utilization (ILRU) Program, and organizations and individuals involved in independent living nationwide. Now entering its second three-year funding cycle, the IL NET is building on its strong foundation to address the spectrum of needs expressed by centers for independent living and statewide IL councils. The mission of the IL NET is to provide training and technical assistance on a variety of issues central to independent living today--understanding the Rehab Act, what the statewide independent living council is and how it can operate most effectively, management issues for centers for independent living, systems advocacy, computer networking, and others. Training activities are conducted conference-style, via long-distance communication, through widely disseminated print and audio materials, and through the promotion of a strong national network of centers and individuals in the independent living field. IL NET goals include: conducting training on provisions of the Rehabilitation Act, implications for the upcoming reauthorization of the Act, and on independent living center operations nationwide; providing quality technical assistance through support and expansion of a network of individuals around the country who have expertise in various aspects of center operations and Title VII of the Rehab Act; identifying, adapting, and/or developing resource materials to support training and technical assistance activities related to the Rehab Act, center operations, and resource development; using computer networks to support training, technical assistance, and dissemination activities, and promoting network development and information sharing throughout the independent living field; exploring the use of distance learning and other innovative technologies in addressing the information, training, and technical assistance needs of the field; fostering inclusion in the independent living field of people from various cultural and disability groups and geographic areas through activities carried out with NCIL's Multicultural Committee and the Association of Programs for Rural Independent Living (APRIL); and designing curricula and materials to support leadership development efforts that will carry the independent living movement into the future. IL NET STAFF The IL NET is managed by a directorate consisting of Anne-Marie Hughey of NCIL; June Isaacson Kailes, disability policy consultant; and Bob Michaels and Laurel Richards of ILRU. Principal responsibility for curriculum development and training is shared by Kailes and Michaels; logistical coordination by NCIL; materials development and technical assistance coordination by ILRU; and responsibility for information dissemination is shared between NCIL and ILRU. The IL NET also works very closely with individuals and organizations in the field, particularly Roland Sykes of DIMENET, in fostering more effective computerized networking among centers. In addition, individuals with expertise on Title VII of the Rehab Act and on center operations will be involved throughout training and technical assistance activities. IL NET training activities also support and are supported by research information, databases, and other resources that result from initiatives at the RTC on Independent Living Center Management at ILRU. TRAINING ACTIVITIES In 1994, RSA established a national training and technical assistance project to address specific needs of independent living centers and the newly-funded statewide IL councils. During the first year, the IL NETWORK, as it was first called, conducted training programs in each of the ten federal regions of the country as well as co-sponsoring conferences with other organizations such as regional RCEPs. In all, these programs were attended by nearly 1,200 people from CILs, SILCs, and consumer groups. Year one training activities focused largely on the amended Rehab Act and its implications for independent living centers and statewide independent living councils. Issues related to center operations and to use of DIMENET as a networking and technical assistance tool were covered as well. Year two training and technical assistance activities emphasized newly enacted compliance indicators for centers, critical issues related to statewide independent living councils and development of state IL plans, systems advocacy, computer networking, and a closer look at state-administered CILs in the seven "723" states. Most of these focal points were identified through training participants' input and technical assistance requests. In 1995, the IL NETWORK piloted several new and dynamic training methods--national teleconferences, customized training programs for SILCs, and three five-day training sessions designed to be both comprehensive and intensive. Hands-on training for use of DIMENET and other computer networks was incorporated into training sessions to allow new and experienced users to receive in-person technical assistance. A total of more than 2,800 individuals attended IL NETWORK workshops and conferences during the project's second year. To build on training curricula developed during the first two years, project staff assessed participants' reactions to trainings and techniques received in 1994 and 1995, requests received for technical assistance, and priorities for future trainings as identified by centers and SILCs on the 704 Report. As a result, 1996 trainings addressed the need for more information about conducting effective systems advocacy, doing outreach to underserved populations, computer networking, developing better presentation skills, innovative management techniques, and systems for collecting and reporting center information (MIS), and the upcoming reauthorization of the Rehab Act. These topics were again presented in a variety of ways--through customized, one-on-one, distance learning, and traditional interactive styles--to nearly 3,000 people from around the country and U.S. territories. The 1997 training season will again feature programs conducted in various parts of the country, both as complete pieces and as components of collaborative regional trainings. There are also two planned national teleconferences. Training topics include leadership development, advocacy, marketing and resource development for centers, disability culture, diversity and outreach, SILC issues, and network building. TECHNICAL ASSISTANCE Requests for technical assistance, whether from center staff, board members, or others involved in independent living activities, are handled through a single point of contact at ILRU. ILRU staff assess various partner organizations and individuals for the most qualified to respond to the request, then provide referral to one or more potential technical assistants who may be ILRU staff, NCIL staff or board members, or other members of the project's technical assistance network. Each year, IL NET staff respond to over 10,000 telephone requests from the field. With the introduction of resources available through the Internet, and with growing use of e-mail by centers and individuals in the field, an increasing number of technical assistance requests have been received and provided electronically. In 1996, from May to December, there were 66 inquiries received through this medium. IL NET STAFF NCIL Anne-Marie Hughey Raymond Lin (703) 525-3406 (V), 525-3409 (TTY), 525-3407 (fax) ncil@tsbbs02.tnet.com ILRU Laurel Richards Bob Michaels (602) 961-0553 (V), 961-0533 (fax) Cynthia Dresden Dawn Heinsohn Laurie Gerken Redd (713) 520-0232 (V), 520-5136 (TTY), 520-5785 (fax) ilru@tsbbs02.tnet.com June Isaacson Kailes (310) 821-7080 (V), 827-0269 (fax) jkailes@tsbbs02.tnet.com Roland Sykes (513) 237-8360 (V) rsykes@tsbbs02.tnet.com IL NET SUPPORT Support for both cycles of funding for this three-year training and technical assistance project has been provided in part by the Rehabilitation Services Administration of the U.S. Department of Education, with additional support provided by NCIL, ILRU, DIMENET and other project partners. IL NET RESOURCE MATERIALS The IL NET: National Training and Technical Assistance project, a collaboration of the National Council on Independent Living (NCIL) and the Independent Living Research and Utilization (ILRU) Program, is committed to promoting a national network of centers for independent living, statewide independent living councils, and others involved in the independent living field. Through training and technical assistance activities, project staff seek to provide individuals at all levels of expertise with educational and networking opportunities. To enhance our ability to reach as wide an audience as possible, we are making many of our training materials available in the form of individual fact sheets and packets. The following is a description of resource materials concerning the Rehab Act, statewide independent living councils, state IL plans, funding, and other topics. These materials may be duplicated without acquiring permission, providing that the following credit is given to the project: "Developed as part of the IL NET: NCIL/ILRU National Training & Technical Assistance Project." All materials are available in accessible formats, including copies available to download in either WordPerfect or ASCII from DIMENET in the IL_NETWORK file area. For fact sheets about the Rehab Act, download file 'rehab1.wp' or 'rehab1.asc.' For fact sheets about SILCs, download 'silcpak1.wp' or 'silcpak1.asc.' You will also find each piece of the packets available individually. For assistance with downloading call (808) 880-5325 (v/TTY) or (513) 439-0071 (v), 439-0072 (TTY). For further information or technical assistance, contact ILRU at (713) 520-0232 (v), 520-5136 (TTY) or NCIL at (703) 525-3406 (v), 525-3407 (TTY). FACT SHEETS ABOUT THE REHAB ACT Amendments to the Rehab Act: 1986 & 1992: A Comparison--a set of charts showing changes in the Rehab Act which occurred from 1986 to 1992. Where to Get Information About the Rehabilitation Act--how to obtain copies of the Rehab Act and related background information from the government, from public records, and from DIMENET, the national computer bulletin board for independent living. Terminology Related to the Legislative and Regulatory Process--explanations of terms and concepts related to the legislative process. Key OSERS Staff--a listing of top-level staff members of the Office of Special Education and Rehabilitation Services, the Rehabilitation Services Administration, and the National Institute on Disability and Rehabilitation Research (NIDRR). FACT SHEETS ABOUT STATEWIDE INDEPENDENT LIVING COUNCILS (SILCs) Composition of Statewide IL Councils--an easily understood overview of SILC responsibilities, composition criteria, and examples of some of the problems faced by state IL councils with direct, concrete suggestions for dealing with them. Questions About SILC Governance--identifies many of the pivotal questions an organization can use to establish the bylaws with which it governs itself; covers specific questions for councils operating as private, nonprofit corporations and seeking a tax exempt status. What Every SILC Member Should Know--a checklist of basic information that each SILC member should understand in order to be an effective, voting participant of a statewide IL planning body. Prototype Job Descriptions--basic duties, authorities, and qualifications for the SILC chair, vice-chair, secretary, treasurer, and member; intended as a guideline from which to build individualized descriptions. SILC Profile Analysis--a grid designed to reveal a basic profile of any SILC by mapping characteristics and affiliations of the members; simple, easy-to-follow instructions show whether or not a council is consumer controlled according to legal mandate. SILC Membership Compliance Assessment--a checklist for determining whether or not your SILC is in compliance with the compositional guidelines outlined in section 705(b)(2) the Rehab Act. Directory of Statewide IL Councils--a complete list of all SILCs with contact information for state chairs; current as of May 1995. AUTHORIZED USES OF FUNDS AVAILABLE TO THE STATE IL COUNCIL Authorized Uses of Title VII, Part B--this document gives an overview of the history and development of Title VII, with an emphasis on gains made in controlling how the dollars allotted to support independent living programs and services are spent. Funding Under SILC Jurisdiction--identifies funding sources available to the statewide IL council: Title VII, Parts B and C, Title I, Part C, Social Security Reimbursement Funds, and private or other sources. Funding for Title VII, Part B: Fiscal Years 1994 & 1995--exact 1995 dollar amounts allocated from this source for each state and territory. Funding for Title VII, Part C: Fiscal Year 1994--dollar amounts by state and territory showing 1994 allotments as well as post-reallotment amounts for fiscal year 1993. Revised 3/96 _________________________ Developed by the IL NET: NCIL/ILRU National Training and Technical Assistance Project. Requests for technical assistance on this and other independent living subjects may be directed to the IL NET Project, c/o ILRU at (713)520-0232 (v), 520-5136 (TTY), 520-5785 (Fax), or NCIL at (703) 525-3406 (v), 525-3407 (TTY), 525-3409 (Fax). NATIONAL RESOURCES ON INDEPENDENT LIVING Several national organizations have been established to provide technical assistance on particular concerns relevant to issues in independent living. National Council on Independent Living Founded in 1982, NCIL is a membership organization representing independent living centers and individuals with disabilities. NCIL has been instrumental in efforts to incorporate independent living philosophy in federal legislation and regulations. National headquarters are located outside Washington, D.C. at 2111 Wilson Blvd., Suite 405, Arlington, VA 22201; (703) 525-3406 (v), 525-3407 (TTY), 525-3409 (fax). Association of Programs for Rural Independent Living One of the best resources for information about rural independent living is APRIL. Established in 1986, APRIL is an association of 33 centers and other organizations and individuals across the country serving a predominantly rural constituencies. For further information, contact APRIL president Michael Mayer at the Summit Independent Living Center, 1900 Brooks Street, #120, Missoula, Montana 59801, (406) 728-1630 (v/TTY), or Linda Tonsing Gonzales at 1919 Kiva Road, Santa Fe, New Mexico, 87505, (505) 984-8035 (v/fax). Disability and Business Technical Assistance Centers on ADA There are ten regional DBTACs funded by the National Institute on Disability and Rehabilitation Research, the U.S. Department of Education, to provide technical assistance and training on the Americans with Disabilities Act (ADA). The Southwest DBTAC, operated by ILRU, features an Hispanic outreach program. By calling 1-800-949-4232 from anywhere in the country, your call will be routed automatically to the appropriate regional DBTAC. American Disabled for Attendant Programs Today One of the oldest and most active grassroots disability rights advocacy groups is ADAPT. Following its tremendous success in advocating for accessible transportation, ADAPT has focused its mission on personal assistance services. With local chapters in many cities around the country, ADAPT is centered in Colorado at 201 South Cherokee St., Denver, CO 80223; (303) 733-9324 (v), 733-6211 (fax). Disability Rights Education and Defense Fund DREDF is an organization dedicated to promoting the civil rights of individuals with disabilities through research, education, and advocacy. The DREDF offices are located at 1633 Q St., NW, Suite 220, Washington, D.C. 20009; (202) 986-0375 (v), 462-5624 (fax) and 2212 Sixth Street, Berkeley, CA 94710; (510) 644-2555 (v), 841-8645 (fax). Disabled Individuals Movement for Equality Network DIMENET is a computer network that serves the independent living and disability rights movements. It was established in 1985 to meet the demand for a computer network that directly serves the interests of all people with disabilities and that is fully accessible to people with visual impairments. You can access DIMENET from any of three host sites: (508) 880-5412 (Taunton, MA), (513) 341-5205 (Dayton, OH), and (918) 582-3622 (Tulsa, OK). If you have problems or questions regarding accessing DIMENET, technical assistance is also available from individuals at DIMENET regional host sites: Taunton (508) 880-5325 (v/TTY), Dayton (513) 439-0071 (v), 439-0072 (TTY), and Tulsa (918) 592-1235 (v/TTY). Additional help may be obtained from Roland Sykes at (513) 237-8360 (v) or Paul Spooner at (508) 875-7853 (v/TTY). Independent Living Research Utilization Program ILRU Program is a national center for information, training, research, and technical assistance on independent living. Founded in 1977, its goal is to expand the body of knowledge in independent living and to improve utilization of results of related research and demonstration projects. ILRU, 2323 S. Shepherd, Suite 1000, Houston, TX 77019; (713) 520-0232 (v), 520-5136 (TTY), and 520-5785 (fax). World Institute on Disability Originally founded in 1983 from within the grassroots disability rights movement, WID's focus is now international in scope. WID conducts research and training in public policy, personal assistance services, and independent living from its headquarters at 510 16th Street, #100, Oakland, CA 94612; (510) 763-4100 (v/TTY). RESEARCH AND TRAINING CENTERS ON INDEPENDENT LIVING Four research and training centers funded by the National Institute on Disability and Rehabilitation Research (NIDRR), U.S. Department of Education, focus on independent living. They are: the ILRU Research and Training Center on Independent Living at TIRR; the RTC: IL at the University of Kansas; the RTC on Personal Assistance Services at the World Institute on Disability (WID); and the RTC on Public Policy and Independent Living, also at WID. All four centers conduct research and training projects designed to address the needs of individuals with disabilities, as well as state and private entities involved with independent living. More information about each is given below. ILRU Research and Training Center on Independent Living at TIRR The goals of the ILRU RTC are to enhance management performance in independent living centers through improved management and operational practices developed and tested in research-based models, and disseminated through training, technical assistance, and materials development projects. A major emphasis of these training and technical assistance projects is the promotion of networking among individuals and organizations in the independent living field. ILRU RTC is guided by the independent living philosophy, particularly with regard to the substantial involvement of people with disabilities at all levels of RTC operations. Director: Lex Frieden Associate Director: Quentin Smith Director of Research: Peg Nosek Director of Training: Laurel Richards Coordinating Director: Laurie Gerken Redd For more information, contact: ILRU Program 2323 S. Shepherd, Suite 1000 Houston, TX 77019 (713) 520-0232 (v), 520-5136 (TTY), 520-5785 (fax) URL: http://www.bcm.tmc.edu/ilru Research and Training Center on Independent Living at the University of Kansas The University of Kansas operates a national research and training center which focuses on aspects of independent living particular to rural and other underserved populations, including persons with cognitive and psychiatric disabilities. In addition, the RTC conducts consumer control training, conducts research in prevention of secondary health conditions in people with disabilities, and studies successful attainment of vocational rehabilitation goals. Director: Glen W. White Co-Director: James F. Budde Assistant Director: John Youngbauer Training Director: Kenneth J. Golden For more information, contact: RTC-IL at Kansas 4089 Dole Building University of Kansas Lawrence, KS 66045 (913) 864-4095 (v/TTY), 864-5063 (fax) URL: http://www.lsi.ukans.edu/rtcil/rtcb roc.htm The Research and Training Center on Public Policy and Independent Living Funded by NIDRR at the World Institute on Disability, the RTC-PPIL conducts research and training on major disability policy issues including independent living, leadership development, peer support, and community integration. In addition, WID is attempting to establish the first full curriculum for disability studies. The program will offer courses of study at the undergraduate, graduate, professional training, and continuing education levels. Director: Herb Leibowitz Director of Research: Tanis Doe For more information, contact: RTC-PPIL World Institute on Disability 510 16th Street, Suite 100 Oakland, CA 94612-1500 (510) 763-4100 (v/TTY), 763-4109 (fax) The Research and Training Center on Personal Assistance Services at WID One of two RTCs operated by WID, the RTC-PAS was established for the purpose of creating greater understanding about how personal assistance service systems can further the self-sufficiency and economic independence of individuals with disabilities. The RTC will perform a comprehensive evaluation of PAS programs across the country and will seek to define effective PAS from the consumer's point of view. In developing new service programs, the RTC-PAS also focuses on underserved or unserved populations. Director of Training: Simi Litvak Research Assistant: Valerie Bivona For more information, contact: RTC-PAS World Institute on Disability 510 16th Street, Suite 100 Oakland, CA 94612-1500 (510) 763-4100 (v), 208-9493 (TTY), 763-4109 (fax) Revised 6/96 _________________________ Developed by the IL NET: NCIL/ILRU National Training and Technical Assistance Project. Requests for technical assistance on this and other independent living issues may be directed to the IL NET Project, c/o ILRU at (713) 520-0232 (v), 520-5136 (TTY), 520-5785 (fax), or NCIL at (703) 525-3406 (v), 525-3407 (TTY), 525-3409 (fax). READINGS FOR THE INDEPENDENT LIVING AND DISABILITY RIGHTS MOVEMENTS DeJong, Gerben. "Independent Living: From Social Movement to Analytic Paradigm." Archives of Physical Medicine and Rehabilitation 60 (October 1979): 435-446. DeJong, Gerben. "Physical Disability and Public Policy." Scientific American 248, no. 6 (June 1983): 40-49. DeJong, Gerben. Environmental Accessibility and Independent Living Outcomes: Directions for Disability Policy and Research. East Lansing: University Center for International Rehabilitation, 1981. DeJong, Gerben and Janice Hughes. Report of the Sturbridge Conference on Independent Living Services. Boston: Tufts Medical Rehabilitation Research and Training Center, 1981. Fasser, Carl E., Quentin Smith, Lex Frieden, Laura W. Smith, J. David Holcomb. "Addressing the Health Care Needs of People with Disabilities." Journal of the American Academy of Physician Assistants 7, no. 1 (January 1994): 26-32. Kailes, June. "Language is More Than a Trivial Concern!" (1984) reprinted in Disability Pride and A Guide to Planning Accessible Meetings (available through ILRU publications). Kailes, June Isaacson. Disability Pride: The Interrelationship of Self-Worth, Self-Empowerment, & Disability Culture. Houston: ILRU Program, 1993. Kailes, June Isaacson, and Darrell Jones. A Guide to Planning Accessible Meetings. Houston: ILRU Program, 1993. Kailes, June Isaacson. Putting Advocacy Rhetoric Into Practice: The Role of the Independent Living Center. Issues in Independent Living No. 8. Houston: ILRU Program, 1988. Lachat, Mary Ann. An Evaluation and Management Information System for Independent Living. Staying on Track: ILRU Management Support Series. Houston: ILRU Program, 1988. Lachat, Mary Ann. The Independent Living Service Model: Historical Roots, Core Elements, and Current Practice. Hampton: Center for Resource Management, 1988. National Council on the Handicapped (now the National Council on Disability). Toward Independence: An Assessment of Federal Laws and Programs Affecting Persons with Disabilities - With Legislative Recommendations. February 1986. Available from NCD, 1331 F Street, NW, Suite 1050, Washington, DC 20004 (202) 272-2004 (v), 272-2074 (TTY). National Council on the Handicapped (now the National Council on Disability). On the Threshold of Independence: A Report to the President and the Congress of the United States. January 1988. Available from NCD (see above). Nosek, Peg, Yayoi Narita, Yoshiko Dart, and Justin Dart. A Philosophical Foundation for the Independent Living & Disability Rights Movement. Occasional Paper No. 1. Houston: ILRU Program, 1982. Pflueger, Susan Stoddard. Independent Living. Emerging Issues in Rehabilitation. Washington, D.C.: Institute for Research Utilization, 1977. Richards, Laurel and Quentin Smith. An Orientation to Independent Living Centers. Houston: ILRU Program, 1987. Shapiro, Joseph P. No Pity. New York: Random House, Inc. 1993. Shreve Maggie, Patricia Spiller, Eric Griffin, Nancy Waldron, and Lynda Stolzman. Martha Williams, ed. Consumer Control in Independent Living. Available from: Center for Resource Management, 2 Highland Road, South Hampton, NH 03847; (603) 394-7040 (v/TTY), 394-7483 (fax). Smith, Quentin, Lex Frieden, and Laurel Richards. "Independent Living." Encyclopedia of Disability and Rehabilitation. New York: Macmillan, Inc., (in press, 1994). Smith, Quentin, Laura W. Smith, Kym King, Lex Frieden, and Laurel Richards. Health Care Reform, Independent Living, and People With Disabilities. Issues in Independent Living No. 11. Houston: ILRU Program, 1993. United States Department of Education. Comprehensive Evaluation of the Title VII, Part B of the Rehabilitation Act of 1973, as Amended, Centers for Independent Living Program. January 1986. Available through clearinghouses (see below). Willig, Chava Levy. A People's History of Independent Living. 1988. Available from the Research and Training Center on Independent Living, 4089 Dole Building, University of Kansas 66045; (913) 864-4095 (v/TTY). In a special edition on independent living in American Rehabilitation 20, no. 1 (Spring 1994): Giordiano, Gerard and Bruno J. D'Alonzo. "The Link Between Transition and Independent Living," 2-7. Shreve, Maggie. "The Greater Vision: An Advocate's Reflections on the Rehabilitation Act Amendments of 1992," 8-13. Smith, Laura W., Quentin W. Smith, Laurel Richards, Lex Frieden, and Kym King. "Independent Living Centers: Moving Into the 21st Century," 14-22. Chappell, John A., Jr. "The Whole is Greater Than the Sum of its Parts," 23-29. Moore, J. Elton and Barry C. Stephens. "Independent Living Services for Older Individuals Who are Blind: Issues and Practices," 30-34. Montagano, Tim. "Bringing the Rehabilitation Family Together: An IL-VR Partnership," 35-36. Lougheed, Val, Bev Hunter, and Susan Wilson. "Partners for Independence: A Team Approach to Community-Based Rehabilitation," 37-38. Baker, David. "Independent Living in Communities: The Role of the Independence Fund in Vermont," 39-41. Lachat, Mary Ann. "Using the Power of Management Information System Technology to Support the Goals of Centers for Independent Living," 42-48. In a special issue on independent living in OSERS 6, no. 2 (Winter-Spring 1994): French, Duane. "Independent Living: Driven By Principles of Democracy," 37-38. Kafka, Bob. "Perspectives on Personal Assistance Services," 11-13. Kennedy, Jae, Hale Zukas, and Simi Litvak. "Independent Living and Personal Assistance Services: The Research, Training, and Technical Assistance Programs at the World Institute on Disability," 43-45. Mathews, Mark R. "Learning from the Experts: Best Practices in Rural Independent Living," 23-29. Michaels, Robert E. "Title VII: A Major Step Forward," 8-10. Nelson, John. "Changes in the Rehabilitation Act of 1973 and Federal Regulations," 4-8. Smith, Quentin, Lex Frieden, Laurel Richards, and Laurie Gerken Redd. "Improving Management Effectiveness in Independent Living Centers through Research and Training," 30-36. Tate, Denise and Julie Daugherty. "The Effects of Insurance Benefits Coverage: Does It Affect Persons with Spinal Cord Injury?" 19-22. Westbrook, John D. "Consumer-Driven Supported Employment: Consolidating Services for People with Significant Disabilities," 14-18. Ziegler, Martha. "How Parent Networks Are Working with Independent Living Centers," 39-42. In a special issue on rural independent living in the Rural Special Education Quarterly 11, no.1 (1992): Clay, Julie Anna. "Native American Independent Living," 41-50. Curl, Rita M., Shanna M. Hall, Linda A. Chisholm, and Sarah Rule. "Co-workers as Trainers for Entry-level Workers: A Competitive Employment Model for Individuals with Disabilities," 31-35. Nosek, Margaret. "The Personal Assistance Dilemma for People with Disabilities Living in Rural Areas," 36-40. Potter, Carol G., Quentin W. Smith, Huong Quan, and Margaret A. Nosek. "Delivering Independent Living Services in Rural Communities: Options and Alternatives," 16-23. Richards, Laurel and Quentin Smith. "Independent Living Centers In Rural Communities," 5-10. Seekins, Tom, Craig Revesloot, and Bob Maffit. "Extending the Independent Living Center Model to Rural Areas: Expanding Services through State and Local Efforts," 11-15. Smith, Quentin W., Carl E. Fasser, Stacy Wallace, Laurel K. Richards, and Carol G. Potter. "Children with Disabilities in Rural Areas: The Critical Role of the Special Education Teacher in Promoting Independence," 24-30. We Won't Go Away, videocassette. Sells for $20 each, including postage, from the World Institute on Disability, 510 16th Street, Suite 100, Oakland, CA 94612 (510) 763-4100 (v), 208-9493 (TTY). The Disability Rag. A bi-monthly publication reflecting ideas and discussions in the disability rights movement. Available at $12 for a one-year subscription. Write to: Subscriptions, The Disability Rag, 1962 Roanoke Ave, Louisville, KY 40205 (502) 459-5343 (v/TTY/fax). Most of the readings cited above can be obtained from resource clearinghouses. Several are listed below and can be reached for further information about publications and modem-accessible databases by mail or telephone. National Clearinghouse of Rehabilitation Training Materials, Oklahoma State University, 816 West Sixth Ave., Stillwater, OK 74078 (800) 223-5219. National Rehabilitation Information Center (NARIC), 8455 Colesville Road, Suite 935, Silver Spring, MD 20910 (800) 346-2742 (v), 227-0216 (TTY). ERIC Clearinghouse on Disabilities and Gifted Education (formerly the ERIC Clearinghouse on Handicapped and Gifted Children), 1920 Association Dr., Reston, VA 22091, (800) 328-0272 (v/TTY) at the Council for Exceptional Children, (703) 620-3660, ext. 307 (v). ILRU also offers a number of publications and other materials on various independent living subjects. For a listing of resource materials contact ILRU at 2323 S. Shepherd, Suite 1000, Houston, TX 77019, (713) 520-0232 (v), 520-5136 (TTY). For resource materials and technical assistance on the Americans with Disabilities Act, there are ten regional Disability and Business Technical Assistance Centers (DBTACs). One toll-free number, 1-800-949-4232, will direct your call to a technical assistant in your region. Resource materials are published by the U.S. Department of Justice and many are available free of charge. The Southwest DBTAC in Houston, Texas offers technical assistance and some resource materials in Spanish as well as English. Revised 6/95 Developed by the IL NET: NCIL/ILRU National Training and Technical Assistance Project. Requests for technical assistance on this and other independent living subjects may be directed to the IL NET Project, c/o ILRU at (713) 520-0232 (v), 520-5136 (TTY), 520-5785 (Fax), or NCIL at (703) 525-3406 (v), 525-3407 (TTY), 525-3409 (Fax). MAKING MARKETING MAGIC FOR YOUR CIL IL NET NCIL/ILRU National Training and Technical Assistance Project IL NET presents... Making marketing magic for your CIL! March 25 and 26, 1997 Making marketing magic for your CIL! Purposes... 1. Present the classic principles of marketing. 2. Apply these principles specifically to CIL advocacy, programs, and services. 3. Show how marketing can be used to: - support community advocacy, - recruit participants, - achieve program goals, - develop resources, and - build an even better community image. 4. Give proven-to-work methods for improving direct mail letters, brochures, and other marketing materials. 5. Exchange ideas and share experiences. Marketing magic for your CIL! Agenda topics... 1. Getting started. - Introductions, purposes, and agenda review. - Who's here? What do you want to accomplish? - What do you believe marketing can do for your Center? (How can it help with: advocating for system change; recruiting participants; achieving program goals; developing resources; and building a positive community image?) - Which marketing contributions are most important to you? 2. Marketing---so much, much more than promotion! - A simple (but important) definition. - Are you solving someone else's problem? - Why marketing is not sales! - Looking at the exchange of value, and making wants just as important as needs. - Are you solving someone else's problem? - The classic five Ps of marketing! All five bring the results! - One true story that proves the best way to kill a bad product is to market it and why promotion is just one P of marketing. - Everybody markets all of the time....but some do it better! - You have a marketing plan...but it may be ad hoc. - Strategic marketing is marketing smart. Twelve key principles. 3. Public : Who are your markets? What do they want? - Target Marketing: Multiple markets and multiple strategies. - Why you should use a segmented marketing strategy. - Narrowcasting...not broadcasting! - Who you ask for, is who you get. - Who is important! It drives the four M's of promotion. Marketing magic for your CIL! - Identifying potential markets and market segments: People with disabilities; their friends and families; existing and potential program participants; referral sources; businesses; the general public and its significant influentials; funding sources---and maybe others. - Criteria for selecting target markets. - Competitive analysis and positioning. - Research on the markets: What turns them on? - Live action market research. Making marketing magic for your CIL: Building a positive community image. - What image is and why it counts. - A self-assessment: Who thinks what about you? - You and your staff send powerful image messages. - As you work on your image...remember results count! - How to reach and motivate the significant influentials. - The 'rule of 7' and how to stay visible. Making marketing magic for your CIL: Recruiting more participants. - There are many players in the recruitment process: five key roles---which player/s will you target? - The three major participant generating streams. - Where do you get your current customers? Build on strength! - Reaching people with disabilities: What counts? - Psychographics: values and lifestyles. - Two types of referral sources---Informal and Formal. - Generating customers through referral sources. - Seeking customers from feeder, concurrent, and exit services. 4. Product: What are your solutions? - Offer specific, tangible, valuable services to specific markets for marketplace success. Marketing magic for your CIL! - When is the agency the product, when is the program the product, when is the service the product---and when is the product all three? - How do you (should you?) cross market services and products? - Developing an CIL product linkage strategy. - Your programs are really a series of discrete products for specific markets. Unbundle for success! - Identifying the core and ancillary products. - Be specific! Let people satisfice not just maximize. - Packaging: Perception is reality! - Names: Your product is what you say it is. - Making your services tangible and results-driven. Making marketing magic for your CIL: Maximizing your system advocacy and community education products. - Do those helped by your advocacy know they got it? - Names! Are the words 'advocacy' and 'education' words which help or hurt? - A round-up of ideas. 5. Place: The location, the buying process, and the place in time! - Where you are, how they buy, and when they buy it! - Do I like to come to your place? Do I want to affiliate? - The moment of truth and the tell-tale signs of value. - Making the right offer to the right person at the right time. - The three phases of the buying process: Why and how to break down the customer-getting process. - Where might the process break-down? - When is your target market most likely to buy? - Developing strategies to respond to seasonal variation. Going with demand. - Luck: Increase the odds of being there at the right time. Marketing magic for your CIL! Making marketing magic for your CIL: Recruiting more participants. - Do you have an inquiry problem or a conversion problem? - Developing strategies for responding to the problem defined. - Using place-in-time marketing to reach persons with disabilities: The curve and phases of intervention. 6. Price: Increasing the value and lowering the costs. - Price is cost and value. Both count! - You can lower the price to increase the value... - or you can increase the value to lower the price. - Cost has three elements: The direct, the indirect, and the psychological costs. - Value in service marketing is always nebulous. - Why you should never use the word 'free'... and what to use instead. - Never tell the price without telling the value. - Always tell the value before you tell the price. - Three ways to set a price: which one is best? 7. Promotion: Making the most of market, motivation, message, method, and media. - A quick review: Using the four Ms to promote successfully. (The first question is always who...then how.) - Three things to remember about promotion. - The most important rule: Selling the benefits and not the features. - Identifying the prime benefit streams for target markets. Nine tips for even more effective benefit statements. - Seventy-nine weapons in your communications arsenal: which ones are right for you and your target markets? - How to write promotional materials that pull response! - Copy tips! Brochure hints! - The words that hit hot-buttons. - Getting credibility. Being believed. Marketing magic for your CIL! Making marketing magic for your CIL: The brochure clinic. - Avoiding the ten most common brochure mistakes. - Take a look at your current materials and improve them. - Peer consultation. A round-up of ideas. Making marketing magic for your CIL: Reaching the significant influentials. - Promotional strategies to reach markets that do not respond well to traditional 'hard-sell' promotions. - Creating events where people take notice. - Getting in the paper, appearing on TV and radio, and speaking on the rubber-chicken circuit. Making marketing magic for your CIL: Developing new resources. - Direct Mail: Writing effective letters! - What there is to learn from Publisher's Clearinghouse Giveaway. - Twenty tips that have been proven to work. - Marketing ideas to make your proposals even better. - The three critical principles for effective fundraising. 8. Action Planning! Your next steps! - What did you learn that will make a real difference? Your seminar leader... Greg Newton is a marketing, quality, and customer service specialist who shows public and nonprofit agencies how to use private-sector strategies to find success in a changing (and potentially threatening) environment. He is committed to assisting agencies develop trend-responsive, entrepreneurial strategies to position for the future. Since starting his business in 1981, he has worked with over 630 differ-ent organizations with a wide variety of purposes and customer types. Greg has an undergraduate degree in advertising from Ohio University and a Masters in Public Administration from Harvard University. Making marketing magic for your CIL! Marketing: so much, much more than promotion! How can marketing help with... _________________________________________________________ 1.Advocating for System Change? _________________________________________________________ 2. Recruiting participants? _________________________________________________________ 3. Achieving Program Goals? _________________________________________________________ 4. Developing New Resources? _________________________________________________________ 5. Building a Positive Image? _________________________________________________________ Marketing is... Solving someone else's problem! The Sales Question What are you selling? mutual exchange of value Producer------Customer mutual problem solving What are they buying? The Marketing Question What problems are you really solving? _________________________________________________________ Customer Problems Your Solutions _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ the classic 5 Ps of marketing l. Public - Who is the target? - Many targets, many segments, many motivations. 2. Product - What is the offering? - Packaging the Product for the Public. - Positioning within options. 3. Place - Where, when, how buy? - Making it convenient and easy to buy. - Asking at the right time. 4. Price - How much for what? - Lower the costs! Increase the value! 5. Promotion - Why buy? - Message, method, and media. This is your marketing plan! One true story... What would you think and feel if you were a customer here? As you listen to this story, make a few notes on what you hear that bothers you the most... 1. 2. 3. 4. 5. 6. 7. Definitions with a difference... Marketing: How you develop, deliver, and communicate services that will attract, satisfy, and keep customers. Promotion: How you communicate to potential target customers the benefits of your services to generate inquiries. Sales: How you turn inquiries from potential customers into purchases through person-to-person interactions. Public Relations: How you inform and influence various significant publics in your community to get awareness, support, and recognition. Customer Service: How you provide quality services that meet and exceed the expectations of existing customers to retain them and create positive word-of-mouth. Strategic marketing is marketing smart! 1. Know who you want to reach as specifically as possible. 2. Understand as much as you can about your desired market including their life situations and motivations. 3. Develop the services most wanted by your target market at the right price, at the right time, at the right place. 4. Communicate the best benefits to your specific chosen market as clearly and repetitively as possible. 5. Develop separate strategies for reaching each market. 6. Understand as much as you possibly can about your current customer base including where they came from and why they chose you. 7. Break your buying process into as many discrete steps as possible to determine when you lose possible customers, why you lose them, and what you can do to move them from inquiry to customer retention. 8. Develop entry products to attract customers initially and develop exit products to retain them longer. 9. Consider the direct and indirect competitors for your desired customers and position yourself as desirably as possible. 10. Attempt to reach the customers that can best be served by your program while maintaining financial viability. 11. Continually test your assumptions and approaches in the marketplace and revise them when it is necessary. 12. Position yourself to respond to today and tomorrow. Making marketing magic for your CIL! Public: Who are your markets? What do they want? Publics! Markets! Segments _________________________________________________________ Markets? Segments? _________________________________________________________ People with Disabilities _________________________________________________________ Families/Friends _________________________________________________________ Program Participants _________________________________________________________ Referral Sources _________________________________________________________ Funding Sources _________________________________________________________ General Public _________________________________________________________ Government Agencies _________________________________________________________ Businesses _________________________________________________________ Public: Define your customers! Remember! - Everyone is different. - Everyone buys for different reasons. - When you sell everything, to everyone, all of the time... you are selling nothing to no one, almost all of the time! Narrowcasting is best! - Broadcasting is trying to reach everyone. - Narrowcasting is reaching the right targets (those who want you and who you want) more frequently, with more targeted benefits. The first step: Customer Profiles! - Demographic and other descriptive information. - Where they are and what motivates them. - Strategy is tied to target! Make Ms Mean Marketing Magic! 1. M arket 2. M otivation 3. M essage 4. M ethod and M edia Your choices: Target Markets and Segments! _________________________________________________________ 1. Target Market: Segments: 2. Target Market: Segments: 3. Target Market: Segments: 4. Target Market: Segments: Positioning Positioning is... -What makes you different. -How you stand out from the competitors. -Why you should be chosen. -How you beat the personal alternatives. Customers have choices... -Choose You. -Choose Your Competitors. -Do it themselves. -Do nothing. What makes you different? _________________________________________________________ Your Competitors... Your Advantages... _________________________________________________________ Making marketing magic for your CIL! Building a positive community image. Image! Image = Perception Perception = Reality Your image is the sum total of each individual's perception of you and your agency. Your agency's image is created by... - everyone affiliated with you; - the quality of your services; - word-of-mouth about your agency; - your office location and appearance; - your telephone answering; - your marketing materials; and, - everything you say and do. Staff members send image messages! 1. In services, the service deliverer is the product. 2. The first service contact is the most important image message. 3. The image message is sent by staff during work-hours and after work-hours. 4. What they say to their friends and significant others is some of the most crucial word-of-mouth. 5. How they dress (and keep their desk) sends a message. 6. How they answer the phone sends a message. 7. How they greet those entering the agency sends a message. 8. How they provide the service sends a message. What image messages are your staff members sending? your image self-assessment... Rank your agency using these ten image elements for your major publics. Give yourself a 5 if your image is high with that public...and a 1 if it is low...and give it a 0 if most of the people in that public group would have no/little knowledge of you at all. _________________________________________________________________ ____________________________________ Image Element Clients Families Public Pols _________________________________________________________________ ____________________________________ 1. Knowledge of services _________________________________________________________________ ____________________________________ 2. Services meet needs _________________________________________________________________ ____________________________________ 3. Quality services _________________________________________________________________ ____________________________________ 4. Friendly services _________________________________________________________________ ____________________________________ 5. Professional staff _________________________________________________________________ ____________________________________ 6. Reputation _________________________________________________________________ ____________________________________ 7. Appearance of facilities _________________________________________________________________ ____________________________________ 8. Tax money well-spent. _________________________________________________________________ ____________________________________ 9. Contribute to community _________________________________________________________________ ____________________________________ 10. Make a real difference _________________________________________________________________ ____________________________________ Total Points: _________________________________________________________________ ____________________________________ Scoring 200 points - You have one of two choices: (1) go home---you donOt need this seminar; or (2) come-up and give me a hand leading this session. 150 to 200 points - Your image is great! This session will help you make it even better. 100 to 150 points - You may need to work on one of your publics. 50 to 100 points - Pay attention today to little things you can do to make a difference. Under 50 points - This is the reason you came to this seminar. Decide who to target... 1. Who is most important now...and why. 2. Where you are strong...and where you want to do better. 3. What you want from them...and a good chance of getting it. 4. Who you want to influence for both now...and the future. The first step in your image campaign... List as specifically as possible the three major targets and outcome definition for success. _________________________________________________________ Target Definition for Success _________________________________________________________ 1. _________________________________________________________ 2. _________________________________________________________ 3. _________________________________________________________ Your one-page image campaign plan... 1. Target/Market 2. Desired Tangible Outcome 3. Current Image 4. Desired Image 5. Major Motivation of Target 6. Major Message to be Sent 7. Media to be Used to Send Message Not all people are created equal in image building! The Significant Influentials! The general public is in reality not a very important target. Those few significant influentials (i.e., the opinion leaders and those who make decisions) lead public opinion and are who really count in making a difference for your program. When you attempt to reach the general public, you will use broadcasting strategies and hope that some of the influentials will be reached. It is better to use narrowcasting strategies and target those that count the most, more frequently. The broadcasting strategies will be most effective when used to reinforce the narrowcasting strategies. The significant influentials to-doOs... 1. Make a list of the significant influentials...include the most significant...a list of over 35 will be difficult. 2. Start a file on each. Research: motivation...who knows whom...what clubs they belong to...what they read...current opinions about you...their hot buttons. 3. Use the rule of 7! Stay in touch at least 7 times in 12 months, using a variety of methods. Keep a log. Personal and targeted marketing methods will be best. Involve the significant influentials! Fourteen ideas to involve them... _________________________________________________________ 1. Ask to speak. 8. Ask to volunteer. 2. Ask for advice. 9. Ask to sign letters. 3. Give them Advisory 10. Ask to write letters Council status. to clients. 4. Invite to focus group. 11. Let them take credit. 5. Get them in the newspaper. 12. Get in their newsletter. 6. Invite them to openings. 13. Ask to be a sponsor. 7. Have them contact other 14. Invite them to your significant influentials. events. Making marketing magic for your CIL! Recruiting more participants Who is the customer? Segment: buying roles. Should you target... 1. The initiator? 2. The influentials? 3. The decision maker? 4. The purchaser? 5. The direct user of the service? Three major customer-generating streams... __________________ Informal ___% Direct referral to program Referral _________________________________________ Sources __________________ (Stream B) ____________________ ____________________ People ___% Direct inquiry Independent with ________________________ Living Disabilities (Stream A) Center ____________________ ____________________ __________________ Formal (Stream C) Referral _________________________________________ Sources __________________ ___% Direct referral to program Moving beyond demographics to psychographics... values and lifestyles! 1. The Survivors... - Day-to-day struggle to exist. - Extreme poverty. Motivation: To move to security and safety. 2. The Sustainers... - Striving not to slip back to being a Survivor. - Values security and safety... even more than getting ahead. - May be dependent upon benefit programs. Motivation: To gain...without risking loss. 3. The Belongers... - View themselves as mainstream of society. - Want to fit in. - Traditional work ethic and value structure. Motivation: To get back to where they belong. values and lifestyles! 4. Outer-Directed: The Emulators... - Ambitious. Competitive. - Distance from Belongers. Emulate Achievers. Motivation: To achieve status. 5. Outer-Directed: The Achievers... - Conventionally successful. Materialistic. - Like new technology. Motivation: To be recognized. 6. Inner-Directed: I-Am-Mes... - Impulsive. Individualistic. - Experimental. Motivation: To be me. 7. Inner-Directed: Experientials... - Active. Artistic. Modern. - Seek and value experience for its own sake. Motivation: To have experiences. values and lifestyles! 8. Inner-Directed: Socially Conscious... - Sensitive to social needs. - Simple living. Wants inner-growth. Motivation: To make a difference. 9. Integrateds... - Cosmopolitan. Self-actualizers. - Self-fulfillment. Motivation: To be all you can be. Questions about your customers with disabilities... 1. Which VALS segments represent most of your customers? 2. Why are you currently successful in reaching these segments? 3. What products are most valuable to them? 4. What are the promotional methods you use to reach them? 5. Which VALS segments would you like to attract? 6. Which of the other 4 Ps will you need to modify to achieve success with these desired segments? Informal and Formal Referral Source Segments Informal Referral Source Segments: The Personal Network - Relatives - Employers/Co-Workers - Friends - Pharmacists - Current/Past Users - Police/Mail Carriers of Your Services - Co-Members of - Clergy Support Groups ...and anyone who has heard of, discovered, or used the service. Informal referral sources are strongly influenced by word-of-mouth, publicity, television, radio, and satisfied service users. Formal Referral Source Segments: The Institutional and Service Network - Medical/Health Services - Rehabilitation Services - Continuum of Care Agencies - Social Service Agencies - Information and Referral/ - Businesses and Case Management Agencies Employers Formal referral sources are strongly influenced by personal relationships, formal referral arrangements, targeted direct mail, one-on-one visits, and repetitive contact. Tapping into the motivations of formal referral sources to refer... _________________________________________________________________ ______________________________________ Examples of motivations... Tap into these motivations... _________________________________________________________________ ______________________________________ Altruistic motivations... Methods and messages to tap... - Believe their clients will - Use satisfied customer quotes. be helped. - Show statistics of success. - Have had success with referrals - Follow-through and report-back made to you in the past. on referrals made. - Believe you will follow-through. - Cite professional credentials. - Have heard positive things from - Build rapport through personal those referred in the past. relationship-building activities. - Trust you and your agency. - Describe your service method - Want to work with you. and why it was selected. - Like you and your agency. - Look and be professional. _________________________________________________________________ ______________________________________ Practical motivations... Methods and messages to tap... - It is easy to refer. - Accept referrals by telephone. - Cannot service themselves. - Stress yours is a service - You are a convenient substitute which can be supplemented for the most desired referral. by other services. _________________________________________________________________ ______________________________________ Self-gain motivations... Methods and messages to tap... - Take a problem off their hands. - Tell them how you work with -Need you to offer their service.. difficult customers - Need to make referrals to meet - Ask if they need referrals and their funding requirements. what referrals you should make. - Want referrals back. - Tell about other high-prestige - Believe that their image will be agencies that work with you. improved by affiliating with you. - Show how you complement them -Believe you are not a competitor and are not a substitute. who wants to steal their clients. - Target whatOs in it for them. __________________________________________________________ Generating customers through referrals... Marketing to your referrers! 1. Target the best staff members for your target audience. Target your best referrers. - You can not possibly service all of the potential salespersons effectively, so choose those that most frequently see the persons that are eligible and desirable for your programs. Spend lots of time with the chosen few. - Remember in marketing, 'Your best customer is always your last customer.' Always spend more time and more resources with those who have referred most frequently and most re- cently, than those who have never referred at all. 2. Tie the target to the primary referral motivation. - Look at the reasons referrals are made from the 'whatOs in it for me' perspective. Look at the one or two major motivations of your referral target, and stress that motivation in all of your meetings and marketing materials. - Remember: People are not initially interested in your program... they are interested in the problem you are solving for them and their customers. Do special marketing materials that are targeted at referral sources; donOt just use the brochures you developed to promote your program to your potential customers. - Have a focus group to discover motivation. Use testimonials from others who have referred. 3. Communicate with staff members directly. - Executive Directors and Department Heads are nice persons to talk to...but they don't usually make the actual referrals. Talk directly to the people that do. - Communicate in person where possible...use mail when it is not. Get them to your site, if at all possible. Use infomercials. - Put notices of your program and services in the publications that the direct referrers read. Get on the program of any organization that has many of your target referrers as members. - When possible, get a third-party introduction. 4. Provide staff members the tools to do the job. - All referrers need training in what the product is, and the ben- efits that they should stress with the customer. When was the last time you had a formal meeting with referrers to explain your program, its benefits, and the benefits of referrals? - Do they have your sales literature? Have you mailed them more copies recently? - Do they know how to support the information in the written materials with additional information and how to answer questions? Have you considered a "how to use our marketing materials effectively" checklist? - Are the copies of your marketing materials for their waiting rooms? Use advertorials. 5. Stay in touch...at least 7 times in 12 months. - Do you remind them frequently of your programs and of any new services? Remember, it is probable that making referrals to you is not the most important part of their job. - Absence does not make the heart grow fonder. They forget! - Increase the variety of the stay-in-touch communication methods: Holiday cards. Photocopies of articles of interest. Thank you notes. Lunch. Premiums. Newsletters. Others. 6. Make it easy for the referrer to communicate with you. - Make the referral process easy. Accept referrals by phone. An actual name of someone to talk to at your office. - Develop form letters with a pre-stamped envelope for the name and phone number of the person referred. How many people are referred, but never call? If you can get the name, you can do the follow-up on the lead.. 7. Reward those who make the referrals. - Send a thank you note. Make it personal and warm. - Let them know you received their referral and what happened. - Make sure to tell them about any positive comments that were received from those who were referred. - Publicize and recognize their efforts. Write a letter to the editor. Host a referral source recognition banquet. Buy an ad in the paper to thank them for their support---try Thanksgiving! 8. Develop referral partnerships. - Working relationships are key to referrals. Research shows that agencies and persons tend to refer to agencies that refer to them. Reward and reinforce your best referrers. How have you had success in working with Rehab Services? Seek customers from feeder, concurrent, and exit services __________________________ Feeder Service Systems: _________________________________________ __________________________ _____________________________ ___________________________ Concurrent Service Systems: Independent _____________________________ Living Services . _____________________________ ___________________________ __________________________ Exit Service Systems: _________________________________________ __________________________ Making marketing magic for your CIL! Product: What are your solutions? Product! 1. People like to buy specific. 2. People like to buy bundled. People like to buy unbundled. (Always, give people a choice.) 3. People like customized products. 4. People maximize and satisfice. 5. People like to buy more after they are satisfied with the first purchase. 6. People like to feel like they got something tangible. 7. People want services they perceive as valuable. 8. People buy products which have a positive image rub-off. Product! Perception is reality. - When marketing intangibles and services, the product is what you say it is. -Alternative conceptualizations of the product is packaging. -Develop market-responsive names. WhatOs in a word? Everything! Pull out your business card and look at the agency name and the position title. Ask yourself: -What does it communicate to your customer? -What does it say your product is? -What does it say that you will do for them? Are those you work with and for clients, participants, consumers, and/or customers? ___________________________________________________________ The dictionary defines these words as: Client: 'A person for whom a person or company is acting.' (It is a case management term---are the individuals we serve 'cases' and should we 'manage' them? Does this term disempower and negate self-help?) Participant: 'One who shares in an activity with others.' Consumer: 'A person who OconsumesO; one who uses goods or services for his/her own needs rather than to pro-duce goods for others.' ('Consume' is 'to use up'.) Customer: 'A person who receives or buys a product or serv-ice; especially one who receives or buys regularly.' ____________________________________________________________ 1. Does it depend upon the interaction and activity? 2. Does it make a difference? When you sell intangibles... 1.You must tell people what they will get. 2.You must tell people they are getting it. 3.You must tell people they got it. You must develop tangibles or they will not know that they got what they bought. Seek tangibility by... Producing paper that reflects process steps. Turning it into dollars. Reporting frequently. Seeking satisfaction responses. Phone calls and visits disappear! Top Thirteen Tangibility Tips! 1. 'Please write this down.' 2. 'Please put your name on it.' 3. 'Let me write it for you.' 4. Time is not a range! (Specific is better!) 5. Simple words! Talk like people talk! 6. No acronyms or form numbers! 7. Words communicating value. 8. Repetition. 9. Staff and program names indicating solutions. 10. Numbers and dollars. 11. Coupons and invitations. 12. Customer quotes. 13. Asking for feedback. Image Links! Do you want a family identity? Should you promote the agency or the service? If both, what is your linkage strategy? Three choices... 1. The Department Store! Sell the agency and feature your specific services. 2. Beatrice Foods! Sell the specific service and let the agency tag-on. 3. General Motors! Sell the agency and sell services separately. Image Links! 1. Develop an image link strategy. Should you promote the agency or the program? Many agencies are conglomerates...with many programs and activities. In these cases, there are a number of image building strategy choices: a. The Department Store! Sell the agency and feature programs. Develop specialty boutiques within your store! b. Beatrice Foods! Sell the products and let the agency tag-on. c. General Motors! Sell the agency and sell programs separately. Make a choice and stick to it! 2. Develop a family identity across all programs. A common identity should be used consistently across all program promotions that will link together the diverse programs of the agency for synergistic marketing. There are three ways to bring about linkage among programs so that even when a program is pro- moted separately the whole agency also gains: a. An agency tag line (a.k.a., "a kicker") on every promotion; b. An agency logo; and or c. A consistent use of a prefix or repetitive words on all products/services that ties them together. (For example: McDonalds has Big Macs, Chicken McNuggets, McBLT.) 3. Develop a family resemblance across all promotions. There should be a similarity and consistency across all agency and all program promotional materials and documents. These include: business cards, letterhead and envelopes, brochures and flyers, posters, building sign, checks, postage meter, and everything else that promotes your agency. Some possible family resemblance devices are: color, format, and any or all of the family identity items listed above. Making marketing magic for your CIL! Maximizing your system advocacy and community education products. Maximizing your system advocacy and community education products. _________________________________________________________ 1. Do those helped by your advocacy know they got it? How do you make sure they do? 2. Do the words 'advocacy' and 'education' help or hurt? What are the alternatives? 3. What are the best markets, messages, and methods for your system advocacy and community education? Making marketing magic for your CIL! Place: The location, the buying process, and the place in time. PLACE Where, when, and how you buy it... 1. The Physical Place... Where it is and how you get to it. What it looks like. What it communicates. What image the customer adopts by shopping there. 2. The Distribution System... How one buys. How easy it is to buy. How much trouble it is to buy. Easy access. 3. The Place in Time... The right offer, to the right person, at the right time. Available when the customer has the problem. Moment of Truth From the first moment the customer comes in contact with you, s/he is making a decision on the quality of your services. This is the moment of truth--- ...is this something I want? ...is this something that is of value? ...is this a place want to be affiliated with? ...is this a place that cares about me? It is this first impression that really counts...it will be the standard against which all other contacts will be measured. It sets the expectations for future contacts...and leads to the most frequent positive or negative word-of-mouth mentions. If the Moment of Truth was positive, you will probably be able to make some mistakes in the future, and be forgiven. If the Moment of Truth was negative, no matter how good the service is in the future, you will always be competing against this first service encounter. You never get a second chance to make a first impression. Are you making the right offer to the right person at the right time? - Are you offering the product at the time the customer has the problem? - Are you asking enough times so that you will increase the odds of it being the right time? - Are you going with the time most people are most likely to say yes? Your seasonal, monthly, weekly, and daily variations... Quality Tools: Time Plots and Control Charts _________________________________________________________ - A time plot is points charted in time order. A control chart adds upper and lower control limits to the chart. They show data relevant to information collected over time. - These tools help you discover patterns which are important to your problem-solving. A CenterOs I & R Time Plot and Control Chart Number of I & R Calls by Month Up the odds of the right time! _________________________________________________________ 1. Luck plays a major role. Up the odds of being there at the right time by being there frequently. 2. The Rule of Seven: Stay in touch at least 7 times in 12 months. (Varying contact by mail, by phone, and by personal visit. DonOt be a pest, but stay in touch!) 3. The window of follow-up is be- tween 3 days and 2 weeks. Moti- vation to buy varies over time; you have to capture it when its hot. 4. Synergy: 1+ 1 = 3. Follow-up the follow-up! Making marketing magic for your CIL! Recruiting more participants Place: Distribution and Buying Process _________________________________________________________ The four phases: 1. Inquiry/initial contact 2. Conversion/decision 3. Delivery/retention 4. Tag-on services What is your recruitment problem? The first question: Do you have... - an inquiry problem; - a conversion problem; and/or - a retention problem? Find out the answer: Develop operating ratios to know... - what your problem is; - how many must inquire for one to start and how many must start a service for one positive outcome; - which segments are most likely to be converted from inquiry to service start and to positive outcome. If it is an inquiry problem: Is it a problem of... - getting enough inquiries; and/or - getting enough of the right inquiries? What is your recruitment problem? The best strategy: Spend your limited time and resources by... - first, increasing program retention; - then, increasing inquiries from the right people (i.e., those with the best conversion ratios); - then, increasing the number of inquiries that convert to a service start; - finally, increasing inquiries in general. No matter what: You must ask... - is it a promotion problem; and/or - is it a product problem? Start with promotion, but: It may be a targeting problem if.... - It takes many inquiries to achieve one service start. It may be a product problem if... - You have many program dropouts. The best way to kill a bad program is to market it! Conduct continual market research! Research... - Your customer profile targets. - Your successes. - Your dropouts. - Your inquiries that did not convert to enrollment. Find out... - How they heard about you. - Where they go. - What they heard. - What would have made them stay. Five target research options... 1.Focus Groups; 2.Mail and Telephone Surveys; 3.Direct Intercept; 4.Interviews; 5.Customer Evaluation. Clone your current customers! Find more of your best and most successful customers! Who are they? Where did you find them? Making marketing magic for your CIL! Price: Increasing the value and lowering the costs. Price: Cost and Value 1. Whenever people are considering a purchase, cost and value are weighed in tandem. 2. When the perceived cost is higher than the perceived value, people do not buy. 3. When the perceived value is higher than the perceived cost, people buy if they can afford it. 4. People always want the highest value for the lowest cost. 5. Higher-risk purchases: value tends to be more important. 6. Lower-risk purchases: cost tends to be more important. 7. Sometimes, cost is used as an indicator of value. 8. If people have a critical need for a product, they will pay any cost they can afford. 9. If a third-party is covering the cost, people seek value. 10. You can lower the perceived cost to increase relative value. 11. You can increase the perceived value to lower the relative cost. 12. Which is most important? It depends on the customer. Cost is what you pay! Value is what you get! Price is three costs and three values Costs... Value... l. Direct 1. Actual Hard cash: sticker price. Worth; solves problem. 2. Indirect 2. Added Hard cash: use product. The surprise; the deal. 3. Psychological 3. Perceived Non-cash: cost to mind. Benefit to the mind. What is the price to your customer? ____________________________________________________________ The cost paid... The value received... ____________________________________________________________ Direct Costs: Actual Value: ____________________________________________________________ Indirect Costs: Added Value: ____________________________________________________________ Psychological Costs: Perceived Value: ____________________________________________________________ Lower costs! Increase value! Increase value! 1. Always work first on increasing actual, added, and per- ceived value. If the value is high enough, buyers will follow even if the cost is high. 2. In service marketing, perceived value is most important. 3. Perceived value is always nebulous. 4. People determine the perceived value of services: Before purchase... After purchase 1. Expectations. 1. Met expectations. 2. Severity of problem. 2. Alleviation of problem. 3. Value proxies. 3. Packaging. 4. Description and vision. 4. Tangible evidence. 5. Costs to be saved. 5. Costs saved. 6. Reputation. 6. Personal satisfaction. 5. Consider giving 'added value' before reducing direct costs. Added value can be used to close the deal. 6. Never tell the price without telling the value. 7. Always tell the value before you tell the price. 8. When asked a cost question, respond first with value. 9. When they say the cost is too high, return to value. 10. Always tell (and make explicit) the full value for the cost. Lower costs! 1. First, work on reducing psychological costs. Then, work on reducing indirect costs. Then---if you simply must---reduce direct costs. 2. When you reduce direct costs too early and too frequently, you lose price integrity and reduce value perception. 3. You can lower a direct cost to get a customer initially, but be careful of setting the benchmark price for the future. State clearly it is introductory and time-limited. 4. You can offer discounts for a number of reasons: mission; future purchasing power of the customer; off-peak periods; bulk purchases. (A higher direct cost permits discounts---lower direct costs do not!) 5. If you give a discount, make sure they know they got it. (An invisible discount has no benefit; it is just a cost.) Make it tangible: coupons; letters; continuous verbal reminders; invoices explicitly stating the discount. 6. Sliding fees can reduce value perception. Whenever the customer is presented with two prices, the lowest price is always perceived to be the real value. Give discounts (and coupons, if appropriate) instead. 7. Even with giving a premium or an initial consultation, avoid the word free---it lowers value. Consider using 'at no cost to you.' 3 ways to set a price! The Ceiling: The Value to the Customer - - - - - - - - - - - - - - - - - - - - - - - - - The In-Between: The Competitive Price - - - - - - - - - - - - - - - - - - - - - - - - - The Floor: Your Production Costs - - - - - - - - - - - - - - - - - - - - - - - - - Making marketing magic for your CIL! Promotion: Making the most of market, motivation, message, and media. Make Ms Mean Marketing Magic! 1. M arket 2. M otivation 3. M essage 4. M ethod and M edia Promotion! 3 things to remember about promotion... 1. Repetition = Recollection The United States has 6% of the world's population and 82% of the world's advertising---it is communication overload for most people. So...people learn to block it out, unless heard over and over again. Market research has shown that someone must hear a message at least 5 to 7 times before there is recall. 2. Variety of Media = Even Greater Recollection Each of us has a communication method that is our preference for taking in information: Some of us like to read about it: some of us like to talk about it: some of us like to have it told to us; and on and on. By using many methods of communication, over and over, you not only accomplish repetition, but also will be more likely to hit the targetOs preferred communication style. 3. More than One Communication Method = Synergism for Recollection 1 + 1 = 3! Promotion is... Selling the benefits, not the features! Features focus on you! How you do it; how your agency operates and its structure; and anything that does not tell the target what's in it for him/her. Benefits focus on the customer! Solve the target's problem/s; answer the target's wants and aspirations; and bring him/her personal satisfaction and gain. 11 tips for even more effective benefit statements! 1. Use the "So What?" test. Always ask...Who cares? What will the customer get? Don't focus on the activity or the process. Focus on the outcomes, the results. 2. Talk and write with plenty of "Yous". Nobody cares what "we provide". You always care about what "you get." 3. Explain what people will gain. But, also explain what will not be lost. Sometimes, the best benefit talks about what will be saved...time, money, risk, esteem, and others. 4. Go for the emotional benefit, as well as the logical reasons. Most of us buy with our hearts...and then look for a way for our brain to say yes. 5. Use short, easy to understand words. Talk like people talk. No jargon. Telegraph your message. Three and four letter words are best. Short sentences are better. 6. Action verbs are best! Passive verbs are dull. Get...instead of provide. Discover...instead of learn. Put excitement in your language. 7. Adjectives and adverbs give an even better picture of the benefits. On a menu, it is not just "ham"...it is "Virginia-baked, honey-glazed, mouth-watering, ham." Good benefit statements have a liberal dose of modifiers. Always, put the gravy on the meat. 8. Never deny the customer's esteem and current satisfaction; build on it. If you say, "you can have clean dishes", customers must admit that their dishes are not clean; if you say, "you can have even cleaner dishes", the customer can buy the product, without a loss of esteem. Use words, like "even more", "even better", "...ers", and "...ests. Talk and write with superlatives. 9. Pile the benefits on! Link them for a one-two punch! When benefit phrases are put together, they have even greater effectiveness. For example, think about this one-two punch: "You will get a value of $236, and save over $50 on the regular price." Think about stating the reverse, and linking gain, with what will not be lost. 10. Be certain about the benefits. Tentative does not sell. Is there a difference between: (1) "You could feel better after the open heart surgery." and, (2) "You will feel even better after the open heart surgery."? Never promise what you cannot deliver, but if you are sure, be sure. People like certainty in their benefits. Be careful of words like, "might", "may", "can", "could", "try", and similar hedges...the customers will hear that you are not sure---so, why should they take the risk? One exception to this rule is when you are selling "exclusiveness"; see tip eleven. 11. Pump up the benefits by communicating value. Put a dollar and cent value on the gain, or what will not be lost. Tell what will not have to be spent. Another way to communicate value is by stating exclusiveness...when told not everyone can have it, you want it even more. (For example, "just for you,"; "you could be one of the few who may be able to get." Notice how the tentativeness increases value here?) Your ServiceOs Features and Benefits ________________________________________________________ Features Benefits ________________________________________________________ 1. ________________________________________________________ 2. ________________________________________________________ 3. ________________________________________________________ Task One: Describe your services in one sentence (using the lead benefit to your target customer): Task Two: The four most important things you want to communicate about your services: 1. 2. 3. 4. 79 communication weapons! 1. Door Canvassing 2. Door Knob Cards 3. Leaflets 4. Post Cards 5. Personal Letters 6. Direct Mail 7. Thank You Notes 8. Telephone Calls 9. Telemarketing 10. Brochures 11. Classified Ads 12. Display Ads 13. Publications 14. Annual Reports 15. Newspaper Supplements 16. News Stories 17. Feature Stories 18. Radio Ads 19. Radio Talk Shows 20. Radio Interviews 21. Billboards 22. Transit Posters 23. Bench Posters 24. Agency Building Sign 25. White Page Listing 26. Yellow Page Listing 27. Directory Listing 28. Penny-Saver Ads 29. Ads in TV Guides 30. Regional Magazines 31. Other Newsletters 32. Premiums 33. INFOmercials 34. Trade Shows 35. Exhibits 36. Shopping Mall Booth 37. Booths at Events and County Fairs 38. Sponsorships 39. Memberships 40. Booths in Stores 41. Business Cards 42. T-Shirts 43. Sandwich Signs 44. Place Mats 45. Tent Cards 46. POP Displays 47. Slide Shows 48. Video Tapes 49. Cassette Recordings 50. Buttons 51. Bulletin Boards 52. Rolodex Cards 53. Window Displays 54. Open Houses 55. Cable TV Ads 56. Call Board Listings 57. TV Talk Shows 58. TV Feature Stories 59. Tag-along Inserts in Mailings of Others 60. Silent Radio 61. Telephone Hotlines 62. Telephone Messages 63. Windshield Flyers 64. Postage meters 65. Movie Slides 66. Letterhead 67. Name Badges 68. Awards 69. Speaking at Clubs 70. Bumper Stickers 71. Proclamations 72. Balloons 73. Agency forms 74. Checks 75. Take-One Boxes 76. Catalogs of Offerings 77. Flea Market Booths 78. Research Studies 79. Newspaper ColumnsChoosing from the communications arsenal! 1. Which communicates best with your target market? 2. Which have you used in the past with success? 3. Which have you tried with no or low results? Differences in materials for sphere of influence marketing and geographic area marketing... _________________________________________________________ Marketing Materials for Marketing Materials for Geographic Area Sphere of Influence People I donOt know... People I know... _________________________________________________________ 1. Formal 1. Informal _________________________________________________________ 2. Credibility 2. Rapport _________________________________________________________ 3. Personable 3. Personal _________________________________________________________ 4. Target Market 4. Target Person _________________________________________________________ 5. General Benefits 5. Tailored Benefits _________________________________________________________ 6. General Situations 6. Specific Situation _________________________________________________________ 7. Print and Oral Media 7. Oral and Print Media _________________________________________________________ Which are best for your target markets? copy tips! 1. Start with...and end with the reader! - Use your customer profile statement. As you write, think more about who the reader is (and his/her interest and hot buttons) than you do your product and services. 2. Keep your message organized! - Be consistent in format. Consistency provides continuity and makes your copy easier to read. - Put the most important information first or last. People tend to skip over whatOs in between. - Choose the most important point...and stress it again and again. Repetition is the key to recollection. When you have too many major points, you are developing competition for attention within your marketing materials. - Sequence your information logically. - Make your information easy to scan. People rarely read every word. 3. Make sure you are understood! - Use short, non-technical words of two syllables or less. - Use live, active verbs. - Talk like your customer talks. This is not an essay for your high school English teacher. It is not to impress... but to motivate and be understood. - Use positive language. 4. Make your sentences short! - Sentences should average 8 to 10 words. Short sentences sell! - Asking questions to emphasize a point is a good technique. DonOt you think so? - Marketing copy can have 'sentences' without a verb. 5. Make your paragraphs short! - Four sentences should be the maximum paragraph length. - Varying the length of paragraphs makes it more interesting for the eye. - One sentence paragraphs are the most powerful. - If there are many paragraphs, make sure you use headings. 6. Use headings to capture important benefits! - Use them. They break up the copy. Provide white space. Make it easy to scan. - Put information into the headings-sometimes, they will be the only thing read. - Questions can make effective headings. 7. Communicate with graphics and photos! - Put the picture with the related text. - Always, use a caption under a photo. Readership of photo captions is very high. - Use graphics that relate to the life experience of the reader. Make sure the reader can see his or herself in the picture. 8. Layout makes a difference! - Remember; The top of the page counts. The bottom of the page counts. The eye typically moves from top...to bottom...to about 1/3 of the way down the page. - Move upward...and rightward with graphics. Pictures with people, should have them looking toward the right. Pull people to the next page with their eyes. - A headline, a graphic, or something interesting in each 1/4 of the page. 9. Make it easy to read with the right type face! - Nothing smaller than 12 points! (This is 14 points.) - Italics increases reading difficulty. - Use both upper and lower case lettering together. LETTERING IN ALL CAPITALS IS VERY HARD TO READ. 10. Make it visually attractive! - Lots of white space. Generous margins. - Use bullets. Lists. Asterisks. Arrows. Anything that guides the eye and makes it easy to scan. These devices lead people to the next point. - Use boxes. Make it stand out. - Justified margins makes it harder to read. - Columns should not be too wide. Or too short. - Indenting paragraphs can sometimes make it easier to read. 11. Test your copy with your market! - Focus groups can help. - Past customers can help. - Ask those who you are targeting if it motivates them. white space communicates, too. Gain credibility! 1. Use numbers. 2. Use dollars. 3. Use specifics. 4. Use lists. 5. Use quotes. 6. Use success stories. 7. Use pictures of peers. 8. Use guarantees. 9. Use your credentials Making marketing magic for your CIL! The brochure clinic! 10 common brochure mistakes... 1. Target is unclear. 2. Attempts to target everyone. 3. Purpose is unclear and outcome undefined. 4. Focus is on the agency and not the target. 5. Sells features, not benefits. 6. Use of "we provide" copy, instead of "you get" copy. 7. Cover doesnOt show the target, problem, or solution. 8. Talks in jargon and initials. 9. Too much detail on funding. 10. No call for action. More brochure hints! 1. Get people involved. Urge them to write on it. 2. Distribution and presentation is just as important, as the brochure copy and design. 3. Always key for response. See if it is working. 4. Start a swipe file. 5. Photocopy newspaper articles. Sometimes, this is even better than a brochure. 6. Put the selling message on the cover. 7. Remember the power points on the brochure: #1: The Cover. #2: The Back. 8. Have a clear call to action. Tell them what to do next. 9. Put a name before the phone number to increase response and rapport. Making marketing magic for your CIL! Reaching the significant influentials. Creating special events that get coverage! _________________________________________________________ 1. Celebrate an anniversary. Birthday parties. 2. Make hoopla over a new service. 3. Host an open house for a new location. Cut the ribbon. 4. Honor your 10,000th customer...your $300,000 budget. 5. Have a dignitary make a speech at your place. 6. Announce all awards. Have a party. Have it presented publicly. 7. Tag-along on other special community events. 21 Tips for Successful Media Releases 1. Get all five WOs in the first sentence. A good lead attracts attention. 2. Write in an inverted pyramid---most important first. Editors cut from the bottom. 3. Look for the hook that will make it interesting to the media and your chosen target. 4. Spell out your organization or program the first time it is mentioned. 5. Give exact dates---day of week, comma, date. 6. Be brief. 7. Be objective. (Save subjectivity for letters to the editor.) 8. Spell numbers from one to ten; use figures 11+, except when it begins a sentence, then spell it. 9. Ask for a style guide from the media to be sent the release. 10. Use 8 1/2' x 11' good quality, paper. 11. Send a top-quality copy to each of the media. 21 Tips for Successful Media Releases 12. Include name of contact person and telephone number in the upper left-hand corner under the heading, 'For more information...'. Put 'For Immediate Release' on the upper right-hand corner. 13. Suggest a headline. Put it 1/3 of the way down the page. 14. Double-space your release. Triple space between paragraphs. 15. Type on one-side only. 16. Indent each paragraph at least five spaces. 17. If your copy runs more than one page, type 'More' after the last line of each page, except the last one. 18. Type your organizationOs name, contact name, and phone number at the top of each page after the first one. Number the pages. 19. At the end of the release, type a '-30-' under the last line. 20. Send it to a specific person, if possible. 21. If coverage is important, telephone to follow-up. Mention any possible visual opportunities. Letters to the Editor--- Press releases that get printed and read! _________________________________________________________ 1. The pluses for this strategy: - Newspaper print almost every one received. - Higher credibility. - High readership. 2. When others should write them: - When they have had success with your program. - When they are looking for a way to say thanks. - When they want to contribute to what you are doing. 3. When you should write them: - When you want to say thank-you to someone else. - When you want to recognize someone else. - When you have an issue that is important to you and the community, and want to take a stand on an issue. 4. The length and requirements: - 200 to 300 words maximum. - Read the newspaper requirements and follow them. 5. Get mileage from your printed letters: - Reprint them as flyers. Reprint in your newsletter. Bad news! Good news! ___________________________________________________________ How to respond to negative press... 1. First: Decide if you should do anything. Sometimes, to tell people it not true is to tell them. 2. Realize that the significant influentials are the ones who must be reached. Give them a way to respond. 3. Try to do a positive that subtly responds to the negative...and hope to smother the bad news. 4. If at all possible...comment when asked. 'No comment' is a comment. 5. If it is national bad news, realize that image is primarily local. Sometimes, people never make a connection between you and them. Position your positive against the national negative. 6. Have others defend you if possible. 7. Focus on the correction and the future...not defending the past. 8. Letters to the editor have high readership by the significant influentials. ___________________________________________________________ What to do when you get good press... 1. Make sure the significant influentials see it. 2. Photocopy and distribute. 3. Build on it...do a follow-up story. Ten tips and tactics for getting the most from business club presentations. 1. Seek pre-meeting promotion. Use newsletters, press releases, mailings, announcements, personal invitations. 2. Try to talk before lunch...but be brief. Full stomachs...and the clanging of dishes being removed are challenges. 3. Have a member of the group introduce you that has had experience with you and your program. 4. Don't just make a speech. Use group participation. Quizzes. Buzz groups. Open-ended questions. 5. Use success stories. 6. Use pass-outs and give tangible reminders. 7. Put business cards on every table. 8. Collect names. Follow-up quickly. 9. Send a thank you note to the sponsor. 10. Seek post-meeting promotion. Releases in organization media and general media. Get a mailing list for a follow-up reinforcement of the message. Annual Reports! 1. The first critical questions... - Who are the targets? - What do you want them to do? - How will you know they did? 2. Strategy considerations... - The Iron Law of Emulation: Look like your targets look. Be what you want to be seen as. - Feel and look are just as important as content, if not more so. Slick can be OK...not so slick can be OK...it depends on who, what, and why. - People are more interested in now and tomorrow than yesterday. Prospective is even more important than retrospective. - People are more interested in themselves and the problems you are solving for them...than you and your programs and problems. - Make it useful...easy to read...worth keeping. Annual Reports! 3. What can be included... - Go back to the targets and desired outcomes---let the audience and purpose drive the content. - Plenty of pictures, with captions. 'Problem-solving pictures', not headshots. - Get the target up-front...not you! Put the traditional letters from organizational significants in the back, not the front. - Quotes...testimonials...and success stories. - Checklists...how-toOs...product-related involvement devices. - No more than one page on finances...no more than one page on statistics. It is best to show the finances and statistics as people results, not numbers. - Return-on-investment criteria can be interesting, especially if you focus on the targetOs investment and the targetOs return. - Handwritten letters and notes are a good change of pace from text. Annual Reports! 4. Format decisions and options... - Format depends upon: Targets, purposes, budget, and distribution methods. - The format goals: Target emulation; stand-out from the crowd; useful; worth keeping; scannable. - Alternative formats: - Coffee mug report! - Brochure. - Presentation folder with inserts. - Scrapbook. - How-to book. - Catalog of offerings. - Newspaper. - Part of someone elseOs report. Joint reports. - Direct mail letter. Annual Reports! - Alternative formats (continued): - One page newspaper advertisement. - Calendar. Date book. - A 'living' annual report presentation. 5. Optional distribution methods... - Get it to the targets and the significant influentials. - Direct mail...always include a letter and tailor! - Past...current...and desired customers. - Present one-on-one...with briefing. - Make club presentations and use as hand-out. - Chamber of Commerce distribution. - Release with annual banquet. - As a newspaper supplement. Making marketing magic for your CIL! Developing new resources. Choose from this resource menu... 1. Grants 2. Contracts 3. Donations 4. Fundraising 5. Fees 6. Dues 7. Co-Promotions 8. Profit-Making Which do you currently do? Which could you do? Which should you do? Thinking about donations and fundraising... 1. What are the image implications of donations and fundraising? 2. Who would want to give to you? 3. How will you address these classic donation and fundraising principles? a. People give to people: b. People give for specific reasons more than for general reasons: c. People give to get: 4. Are you organized to accept contributions? 5. What are the "opportunity costs" of fundraising and the return-on-investment ratio? How to make direct mail work for you! _________________________________________________________ 1. The envelope... - Make it personal if the target will being opening it: use a real stamp; no label; no agency name. - If you must use a label and a meter, you might as well use a teaser on the envelope. - The goal of both: get it opened! 2. In the envelope.. - Use the full ounce. - Give people a choice of where to start. - Always have a letter. - Use enclosures. The more pieces you enclose the more likely one will be read. Enclose: a brochure; a business card; a flyer; a newspaper clipping; a personal note; an off-size special offer. 3. The letter... - Use the power points: the first paragraph, the last paragraph, and the P.S. (People often read backwards!) - The first paragraph is very important: Grab attention. Focus on the customer. Short sentences. Short paragraph. (You have just a few seconds!) - Make it personal: a comma after the name; you and I; repeat the name in the body; jot a note; use a post-em; hand-sign (in blue ink). - Make it easy to read. People scan. Break it into many pieces when very long. Use bullets, indentations, numbered lists, headlines, and plenty of white space. - Length is not as important as ease of reading. - Continue the reader to the next page...never make it easy to stop. - Ask questions. Use involvement devices. - Be clear what you want the reader to do! - Give the reader a reason to respond immediately. - P. S. Always use a P. S. Three more tips: 1. Read the 'direct mail' seminar in your mail every day. 2. Get on every product-related mailing list possible. 3. Start a 'swipe file' of the best! foundation facts ________________________________________________________ 1. The closer you are to home, the more likely you are to be funded. Go with your sphere of influence. 2. Start small. Ask for more later. 3. Remember, it is often personal. Can you get an introduction? 4. When possible, get them to your program site. 5. Always ask specific...not general. 6. Lawyers often have small trusts---write them. 7. Use foundation directories to target. If your not sure where to look, contact: The Foundation Center Library at 79 Fifth Avenue, New York, New York 10003; telephone: 212-620-4230. Call and ask for help! 8. With corporate foundations, find the self-interest link: - your customers and their employees; - your customers and their customers; - your service area and their geographic area; - your service and their product. Show them how to fund their self-interest. 20 tips for writing winning proposals! 1. Do what you are asked to do---read and follow the instructions! 2. Remember that the cover letter and summary count as much (or more) than anything else. 3. Be brief, to-the-point, graphic, and attractive. 4. Talk about them, their problem, and your constituents ...more than you talk about you. 5. Tell them that it is coming...follow-up verbally and in writing. 6. Use your network! 7. Develop generic proposals...and then tailor them. 8. Include letters of support. 9. Use the buzz words...and the trend of today. 10. Show how you will continue in the future. 11. Show how your request fits with your other resources. 12. Include and emphasize the outcomes. 13. Show how you will measure the outcomes and evaluate. 14. Use plenty of white space---people scan and do not read. 15. Send additional copies, so that you can control the distribution. 16. Help set priorities; say what is most important.. 17. Be early...or be last...but don't be late! 18. Use personal stories...make it breathe with people. 19. Include a narrative budget and make it a benefit statement. 20. Apply frequently...and often...and at the end of the funding cycle. Co-Promotion! Finding a partner who wants to join with you---and may pay to join with you---is often a great place to start. ________________________________________________________ Rationale Partner Activity ________________________________________________________ 1. Seasonal Complementary ________________________________________________________ 2. Image Complementary ________________________________________________________ 3. Derived-Demand Relationship ________________________________________________________ 4. Special Occasion Tie-ins ________________________________________________________ 5. Target Market Commonality ________________________________________________________ Find the self-interest link... - your customers and their employees; - your customers and their customers; - your service area and their geographic area; - your service and their product. Show them how to promote their self-interest. ---------- End of Document