2009 virginia tech relay for life marketing & promotion: spreading the message
TRANSCRIPT
2009 Virginia Tech Relay for Life
Marketing & Promotion:
Spreading the Message
Marketing the Mission
• Break the stigma of Relay as a “spring event”
• GLOBAL MOVEMENT TO END CANCER
Effective Marketing Campaigns
• Doing the RIGHT things RIGHT• Unexpected Marketing
– Locations •Bathroom Stalls
– (Everyone reads them…)
•Library cubicles – (Everyone procrastinates…)
•Chalking
Location, Location, Location
Library Cubicles:
Location, Location, Location
Chalking the “Heart of Campus”
Effective Marketing Campaigns
• Unexpected Marketing – Slogans
•Did that say what I thought it said? •People REMEMBER completely
outrageous marketing slogans
Effective Marketing Campaigns
• Target Marketing – Identify your weaknesses – Penetrate the markets
•Expand the Footprint
– Example: Freshman Cup Challenge
Effective Marketing Campaigns
• Educational Marketing – Breast Cancer Awareness
•Pilates for Pink
– Great American Smokeout•Quit Cold Turkey
– Benefits of Educational Marketing
Effective Marketing Campaigns
• “Subtle Marketing” – Brand exposure even if you don’t realize it
• Take advantage of your materials: pens, pencils, post its
– Incorporate the community• Pizza boxes, donation cans• “Footprints” in banks, grocery stores
Effective Marketing Campaigns
• WORD OF MOUTH– Cheapest and most effective marketing– Same as recruitment… spread the word
•Put a face to the mission and share your story
– Tee shirts •Hope shirts! •Reward participants
Effective Marketing Campaigns
• Utilize the ONLINE tools– WEBSITES, WEBSITES, WEBSITES
•Driving traffic to your website •“Hub of Relay”
– Facebook and social networking•Groups, fan pages•Facebook picture
Promotional Activities
• More than just traditional marketing• Reinforce and supplement • Maintain a constant presence
– Tie in to weekly fundraisers – Encourage TC to take
responsibility
Importance of Branding
Useful SKILLZCHAIN OF ENTHUSIAM
04/21/23
ACS
DIRECTOR
EXEC
COMMITTEE TEAM
TEAM CAPTAINS
PARTICIPANTS
CAMPUS