How to Market Your Programs

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MAKING THE HARD SELL - EFFECTIVE MARKETING OUTLINE
Intro (10 min)
Ø introductions
Ø goal: to learn about the process of marketing so that you can easily develop a program and increase your attendance.
Ø discuss each of the aspects listed below

v ask group "what is marketing?" and have then discuss this
v tell group that program marketing is essentially made up of 2 phases:
· program planning
· program publicity

§ each phase as 5 parts: WHO, WHAT, WHEN, WHERE, HOW

v use business analogy – tell RAs to pretend that the program is a product
 
 
 

PROGRAM PLANNING (10 min)
· remind RAs to plan the program like they would sell a new product

WHO Are They
· RAs must know your target group
§ floor, hall, first year students, juniors
§ would you plan a resume` program or one on job interviewing skills for first year students?
 

WHAT Do They Want/Need
· tell RAs they need to make an assessment
· have RAs talk to residents and ask them what they want
· tell RAs to pay attention to their floors and make observations (what are residents doing, what are they talking about)
· tell RAs to involve residents in the planning of the program
§ because residents will have a sense of ownership
§ because residents will feel more connected to the community
§ because others may be more inclined to come if their friend helped plan it
 

WHEN To Do The Program
· RAs will know the times/days when the most people are around
· tell RAs to not plan programs near the end of a week before vacation times no one will be around or interest in going to a program
· tell RAs to be aware of exam weeks are and plan around these
 
 

WHERE To Have The Program
· -tell RAs to make sure they have enough space for comfortable seating
· -tell RAs to be creative with the location
§ use the hallway or go outside instead of using the lounge
 

HOW Do You Present The Program
· tell RAs that they need to decide the best format
§ i.e. panel, game, lecture/discussion, etc.
 
 

PROGRAM PUBLICITY (10 min.)
WHO Are They
· discuss with RAs what types of commercials are on during certain programs (i.e. cartoons vs. "This Old House")
§ no Craftsman tool commercials during cartoons because there is no 5 year old that is going to build a deck.
· tell RAs that they must demonstrate selling points that are important for that group
§ i.e. social at beginning of year - meet people on the floor/hall, fun
§ test taking skills right before first exams
§ the audience must have personal investment in the subject matter to want to attend

WHAT Materials Are Available/Needed/Wanted
· i.e. newsprint, markers, video camera, TV/VCR
· be creative
§ discuss with RAs a program that you know of that utilized materials that most people would not readily associate with a program

WHEN Should You Publicize
· discuss that is not good to publicize a week ahead or day of because in general that is bad timing (discuss instances when that type of timing is good)
· discuss why taking down flyers periodically is beneficial
§ if flyers are constantly changing residents will be more likely to look at them rather than ignoring them

WHERE Is The Best Place To Publicize
· bathroom doors, stall doors, room doors, etc.
· discuss the pros and cons to various sites
· also discuss relevant posting policies

HOW To Publicize
· discuss how to be creative
§ door hangers
§ use tape to spell out specifics on the floor (if okayed by supervisor)
§ toilet sashes
§ suspense/teaser advertising (start publicity about a week in advance)
¨ give only one clue at a time
§ invitations
¨ invite individuals that may have the particular interest
¨ invite informal leaders that can motivate others to attend
§ make large banners
§ create creative flyers
§ use sandwich boards at entrances of buildings/hallways
· discuss how publicity can be eye-catching
· if you use photocopies, use markers to spruce it up
· use catchy titles to peak interest
· you are limited only by your imagination
 
 

INCENTIVES
· prizes/gift certificates (esp. programs concerning alcohol, ones which are hard to get people to attend)
· Bingo: coupon for free bingo card or bingo card with date and time of game on reverse side serves as the advertisement. Each consecutive Bingo card is a quarter.
· have food available
· offer money (i.e. raffle)
 

Ø If you follow these strategies you will get a larger audience, you will have to knock on fewer doors, and you will also FUN!
 

DO WORKSHEET (20 min)
 
 
 
 

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PROGRAM PLANNING
WHO Are They
 
 
 
 
 
 

WHAT Do They Want/Need
 
 
 
 
 

WHEN To Do The Program
 
 
 
 
 

WHERE To Have The Program
 
 
 
 

HOW Do You Present The Program
 
 
 
 
 
 
 
 
 

PROGRAM PUBLICITY
WHO Are They
 
 
 
 
 
 

WHAT Materials Are Available/Needed/Wanted
 
 
 
 
 

WHEN Should You Publicize
 
 
 
 
 

WHERE Is The Best Place To Publicize
 
 
 
 
 

HOW To Publicize
 
 

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PROGRAM PLANNING

WHO Are They
? You must know your target group
? floor, hall, first year students, juniors
? would you plan a resume` program or one on job interviewing skills for first year students?
 

WHAT Do They Want/Need
? you need to make an assessment
? talk to your residents and ask them what they want
? pay attention to your floor and make observations (what are residents doing, what are they talking about)
? involve your residents in the planning of the program
? because residents will have a sense of ownership
? because residents will feel more connected to the community
? because others may be more inclined to come if their friend helped plan it
 

WHEN To Do The Program
? you best know the times/days when the most people are around
? generally, do not plan programs near the end of a week before vacation times no one will be around or interest in going to a program
? be aware of exam weeks and special events and plan around these

WHERE To Have The Program
? make sure you have enough space for comfortable seating
? be creative with the location
? use the hallway or go outside instead of using the lounge
 

HOW Do You Present The Program
? you need to decide the best format
? i.e. panel, game, lecture/discussion, etc.
PROGRAM PUBLICITY
? Pretend you are publicizing for a product
 

WHO Are They
? you must demonstrate selling points that are important for your audience
? i.e. social at beginning of year - meet people on the floor/hall, fun
? test taking skills right before first exams
? the audience must have personal investment in the subject matter to want to attend

WHAT Materials Are Available/Needed/Wanted
? i.e. newsprint, markers, video camera, TV/VCR
? be creative

WHEN Should You Publicize
? generally, it is not good to publicize a week ahead because in general that is bad timing
? take down flyers periodically
? if flyers are constantly changing residents will be more likely to look at them rather than ignoring them

WHERE Is The Best Place To Publicize
? bathroom doors, stall doors, room doors, etc.
? be aware of posting policies

HOW To Publicize
? be creative
? door hangers
? use tape to spell out specifics on the floor (if okayed by supervisor)
? toilet sashes
? suspense/teaser advertising (start publicity about a week in advance)
? give only one clue at a time
? invitations
? invite individuals that may have the particular interest
? invite informal leaders that can motivate others to attend
? make large banners
? create creative flyers
? use sandwich boards at entrances of buildings/hallways
? make publicity eye-catching
? if you use photocopies, use markers to spruce it up
? use catchy titles to peak interest
? you are limited only by your imagination
 
 
 

Gavin Henning
Research Associate
Office of Student Life
University of New Hampshire
 
 

The content on these pages was originally provided by Brian C. Steinberg, the founder of http://www.theallygroup.org and http://www.safezoneforall.com (Creater of the previous: http://www.residencehalldirector.com)

Disclaimer.