Marketing is Everything. Well Almost.

The Marketing Collaborative

Cathy Rubino Hines

Founder, Strategic Director

August 10, 2009

Cathy Rubino Hines

• Marketing is about finding solutions, developing unique ideas – that starts with investigation…and ends with vision.

• Whatever the marketing challenge, marketing tools when systematically applied, get to the heart of the situation, provide insight, and the solution.

• Uncovering the opportunities through marketing analytics, 1:1 interviews, research, competitive analysis…digging until we find the approach that’s right for each marketing challenge.

• Articulating points of difference that are meaningful to the target audience is critical – sounds easy but….. Our solutions are always with an eye toward meeting your institution’s objectives, there’s simply no other way.

Cathy Rubino Hines

• 20+ years working with:– Healthcare– Higher education– Non-profit organizations– Consumer and Business-to-Business– Technology, financial products/services

• Associate Marketing Director at University of Rochester Medical Center

• VP, Account Director at Cognitive Marketing• Account Supervisor at Buck & Pulleyn

The Marketing Collaborative

• Business model is based on creating a virtual marketing communications team for you.

• It leverages the expertise of senior level professionals who join forces to bring the best possible solutions

• A variety of working relationships based on your evolving needs

• The result: We become an extension of your institution’s marketing communications team – one that you can count on.

Experience in higher education

• The Harley School – Branding, Advertising, Admissions

• Salem Academy – Branding, Internal Communications, Advertising

• Salem College – Branding , Internal Communications, Advertising

• Wells College -- Admissions

• St. John Fisher College – Branding, Advertising

• Nazareth College – Branding, Admissions, Development

• University of Rochester – Branding & Identity

• Hudson Valley Community College – Website development with Cognitive Marketing

Social Media – A Strategic Approach Our goal is to provide a strategic plan that integrates the appropriate

social media platforms into your marketing mix. It starts with a definition of objectives and the market situation. Content of the plan includes:

Situation Analysis Marketing objectives

Define goals specifically for each social media platform

Competitive Analysis & Best Practices in social media

Trend analysis

Recommendations

Social Media Strategy Approach

Key messages

Budget

Case Histories

Lakeside Health System

This new advertising campaign is

designed to communicate the

differentiating brand attributes of

Lakeside to its community.

There have been numerous

improvements made to the health

system including those to quality of

care and the addition of new

physicians like Dr. Steve Wolfe,

Chairman, Department of Emergency

Medicine.

The campaign highlights their

approach to health care as well as

their door to exit time. Who has ever

been out of the emergency

department in 94 minutes?

Rochester General Medical GroupAllergy /Immunology Rheumatology

This advertising campaign

seeks to capitalize on

consumers’ proactive nature to

seek out specialty care for their

allergy symptoms. This direct

to consumer campaign

promotes the practices’ three

convenient locations and

expertise as many allergy

sufferers use over the counter

remedies or may possibly need

shots, but don’t want to

interrupt their day.

The high tech of healthcare

Strong Heart & Vascular Center

• The primary objective was to build Strong’s cardiology practices and referrals to the hospital by positioning the SH&VC in the minds of consumers

• The challenge: How to add the human touch to the high tech of heart care at the SH&VC.

• SH&VC was silent in the market which allowed RGH and consumers to define cardiac care at Strong

• Competitive situation:

– Rochester General had a consistent marketing presence -- the “No. 1 Heart Hospital”

– RGH remains the perceptual leader for heart care

Target Audience – Consumers• Followers: those who do not question a referral or advice

from their primary care physician or cardiologist

• Our primary target: Pro-active consumers who are actively involved in their healthcare and/or those of their loved ones. This is a growing segment as more educated Baby Boomers take charge of their health and their loved ones and have access to dramatically improved healthcare information on the Internet.

• Demographics: Women 50+

– They and/or the people they love are either at risk for heart disease or already showing signs

Strong Heart & Vascular Center

Print Ad Campaign

Strong Heart & Vascular Center

Airport Colorama

Strong Heart & Vascular Center

www.MyStrongHeart.com

Patient stories

tested as the

most believable

form of

communication

for URMC.

Along with

traditional

advertising, the

cost-per-click

program

improved traffic

to the website.

Dr. videos on MyStrongHeart.com brings physicians to life for proactive consumers and caregivers who want to make

informed decisions.

Marketing Collaborative Client List

• Rochester General Hospital• Rochester General Medical Group

– Rochester Allergy Group

• Lakeside Health System– Advertising– Website– Direct Marketing– Internet Marketing

• Cognitive Marketing– Hudson Valley Community College

Marketing Communications Services

Comprehensive Marketing Mix• Marketing Planning

– Strategic process that incorporates analytics, interviews, analysis, and recommendations.

Advertising

Direct Marketing

Promotions and Event Marketing

Public Relations

Internet Marketing Social media planning and implementation

Web site design and execution, ecommerce solutions, custom on-line applications, email marketing, internet advertising, and more...

Identity Development Corporate identity systems and product logo development

Print Media Marketing support materials, product catalogs, brochures, sales materials, trade show support

Multi-media Development Flash animation & application development, PowerPoint presentation templates and stand-alone

multi-media interactive CD-ROMs

Marketing Planning

• Starts with analytics including a look at the existing data and identifying future trends.

• Building a SWOT Analysis identifying strengths, weaknesses, opportunities, and threats.

• Competitive Analysis including programmatic and marketing related issues.

• Final plan includes recommendations and a blueprint for marketing activities over the next 12 – 18 months.

Marketing Plan Details• Situation analysis

– Demographics

– Financial contribution and impact

• Market share and volume assessment

• Trend and Impact Analysis

• Competitive Analysis & Best Practices

• SWOT Analysis

• Marketing Goals

• Recommendations – opportunities for growth

• Marketing Strategy, key messages

• Budget

Communications Audit

• Evaluation of your marketing initiatives undertaken in the past year; obtain results (anecdotal and measurable)

• Identify key messages and brand personality conveyed in these programs

• Discuss with key internal audiences their vision for the future of the institution

• Outcome: a report that analyzes what you’ve accomplished and initial recommendations for a more effective marketing approach.

Project based solution • You may have the need for an immediate project based solution -- an

ad or brochure -- to better convey your services

• There may be a specific marketing problem that needs an immediate solution or an event that needs support

• No matter the situation we take definitive steps to ensure a positive outcome beginning with a marketing brief:

– Description of project/problem/market situation

– Measurement of success or expected outcome

– Barriers to overcome (including competitive snapshot)

– Target audiences, their current and desired mindsets

– Key copy points

– Reviewed and agreed upon prior to the execution phase

• Then we present the solution including creative concepts, if appropriate

Comprehensive Solutions

• Establish a clear, compelling brand that differentiates you in the marketplace

• This may be for your company or a specific product or service

• Involves a thorough understanding of your target audiences and their motivations, the marketing challenges and insight into your brand. It begins with these conversations:– 1:1 interviews with key internal stakeholders– 1:1 interviews with external audiences including clients and prospects– Focus groups or quantitative research when needed

• Communications audit, online competitive analysis

Comprehensive Solutions

• The outcome: a comprehensive marketing communications plan that includes:– A summary of the market situation, target audiences,

competitive landscape, objectives, and value proposition (what are you best at, for whom, and why)

– Integrated strategies and tactics such as – Grassroots marketing– Event marketing– Advertising, direct marketing– Promotions and public relations– Internet marketing

• A 12-18 month blueprint to reach your objectives within your budget guidelines

Brand Workshops

• For those companies that want more consistent, more effective marketing communications programs

• Going beyond the service offering to the why behind the sale

• It goes beyond your logo and your identity• Includes senior leadership in a series of

interactive workshops with marketing team• Preparation includes confidential interviews

with customers and prospects by Cathy Hines

Brand Workshops: Outcomes

• Creation of your value proposition: what are you best at, for whom, and why

• Answers the question: what specific segment of the overall market do you serve best? What is your point of difference that can be leveraged in the market?

• The value proposition serves as the foundation that drives all communications moving forward

• Further development of your brand personality:– How do you define it?

– Where does it sit on the rational/emotional continuum?

Contract solution

• Appropriate when an all encompassing approach is required to handle marketing needs on an ongoing basis

• Based on a specific time requirement for my marketing services on a monthly basis

• Length of contract depends on your needs

Marketing Partners

Marketing Partners

• Copywriters– Tom Curtin– Amy Bown– Cathy Godlewski– Walt Thomas– Kate Sonnick

• Media– Patty Carroll, Media

Impressions– Michael Scrivens, Marcom

Management Group

• Art Directors– Anne Esse– Kathy Cairo– Mike Tutino– Margo Boehm

• Internet Marketing– Will Weidman

• Public Relations– Grace Lazzara

• Research– Insight Solutions

Thank you