marketing 101: raising stroke awareness © 2011 national stroke association

Marketing 101:Raising Stroke Awareness

© 2011 National Stroke Association

Why Raise Awareness?

• Stroke is under-recognized and not well-understood among general public

• Stroke is fifth leading cause of death• May is National Stroke Awareness Month

• Awareness is important year-round• Can be done cost effectively


Why Don’t People Know More?

• Not enough public awareness campaigns

• Don’t recognize symptoms • Think one voice won’t make an impact• Assume stroke only happens to older people


National Stroke Awareness Month

• May is an opportunity to educate your employees, friends, family, and community about stroke

• In honor of this special time, we provide free tools to raise public awareness

• Anything helps: the more people we reach, the better


“I’d Love to, ButI Don’t Have Time”

• Raising awareness can be manageable• No boundaries• “Emails to events” – anything helps• Participate as an individual, hospital, organization, or business

• We design awareness tools to make it easy

• Social media makes awareness easy and fun


Social Media

• Facebook, Twitter, LinkedIn and other social media spaces = viral awareness

• Join our Facebook and Twitter pages to repost or retweet

• Create a set of posts ahead of time and post throughout May or the year

• Encourage others to repost or retweet• Watch the dialogue unravel


Get Inspired

• What can I do to raise stroke awareness during May or another time of the year?

• How can I hold an awareness fundraiser?• What can I do in my workplace?• What can I do in my community?• What can I do for my hospital’s stroke team?• What can I do to educate my fellow rehabilitation colleagues?

• What can I do for my stroke support group?


Get Started: Communications 101

• Messages: Determine what you want to communicate about stroke (warning signs, advocacy opportunities)

• Audience: Decide who you want to tell (family, colleagues, a community, or church)

• Delivery: Based on what, who, and your personal/financial commitment, determine the ideal delivery model to raise awareness (5k, silent auction, personal webpage)

• Don’t forget your story—it’s powerful!

Next, Identify:• What resources do I need?• Who can help?• Timing?


Messaging Tips: Calls to Action (CTA)

• Something to talk about: so many choices• We recommend:- Personal story: tell others about why you are

a stroke champion

- Identify audience CTAs or takeaways (memorize FAST and tell others about it; commit to better risk factor management)

- Interweave stroke facts to support CTAs


Resources

• Community education PPT• Email tips and samples• Sample press release• Image files• Support group discussion guide• Envelope and bag stuffer• Sample flyer• PSAs


Ideas!


Individual Ideas

• Send email• Tell you stroke story – online• Tell your stroke story – in person• Media• Blog• Tweet• Post on Facebook


Group Ideas

• Schedule a stroke champion lunch n’ learn

• Organize a risk factor screening• Speak at church, community center, or school

• Video contest• Wallpaper the community• Email education campaign


More Group Ideas

• Post on group blog, Facebook, and Twitter pages

• Envelope and bag stuffers• Media• Host a fundraising event• Tell individual or group stroke story online


Promote Yourself!


Promotion Tips: Brochures

Get Microsoft brochure templates at www.office.microsoft.com. The most important items to include in any brochure are:

• Basic event information

• A catchy design

• Date, time, location, Web site

• A call to action: what should people do to participate and why?

• Any fee information

• Contact information for organizer or organization

• Other important information people should know to participate

• Recognize any sponsors in your printed materials when possible.


http://www.office.microsoft.com/

Press ReleasesA press release is a notification of important information surrounding your event thatshould be distributed to local media. It should include the same vital information as youwould include in a brochure or flyer, but media especially enjoy the personal story behindan event. Make sure to include any personal stories that media can highlight in articles orTV news stories. Additionally, it is important to identify at least one spokesperson who isan event organizer. This person should be quoted in the press release and be availablefor follow-up media appearances or interviews after the press release is issued.

• How do I issue a press release? If you are only issuing to local media, take time to research reporters from local newspapers and TV stations. Often, many Web sites for newspapers or TV stations have easy ways to directly e-mail a press release to specific reporters.

• When do I issue a press release? Send the release four to six weeks prior to the event and again two weeks before as a reminder. Follow up with a phone call.

• How can I identify who will be a spokesperson? The best spokespeople are often the people who are most knowledgeable about the event. This person might be an event organizer or someone else involved with the event, such as an honoree who is comfortable talking to press.

• Visit www.stroke.org/awareness to find a press release template.


http://www.stroke.org/awareness

marketing 101: raising stroke awareness © 2011 national stroke association

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