marketing your rim program - draft for arma 2009
DESCRIPTION
Marketing Your RIM Program - DRAFT for ARMA 2009. "Final" draft of a presentation I will be giving at the ARMA Conference in Orlando.TRANSCRIPT
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Education Code:
Marketing Your RIM Program:A Hands-On Workshop
Jason C. Stearns, CRMCorporate Vice President
Corporate Records ManagerNew York Life Insurance Company
Education Code: FR03-2178
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Learning Objectives
Upon completion of this session, participants will be able to:
– Apply marketing principles in promoting a RIM program
– Identify steps for creating a RIM marketing campaign
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Learning Objectives
Upon completion of this session, participants will be able to:
– Determine best marketing options based on budget, executive support and corporate culture
– Develop workable marketing ideas for a RIM Program
Upon completion of this session, participants will be able to:
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What is Marketing?
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All business activity involved in the moving of goods from the producer to the consumer, including selling, advertising, packaging, etc.
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What is Marketing?
“The aim of marketing is to know the customer so well that the product or service…sells itself.
…All that should be needed then is to make the product or service available.”
Peter Drucker1909-2005
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The 4 “P’s” of Marketing
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The 4 “P’s” of Marketing
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The 4 “P’s” of Marketing
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The 4 “P’s” of Marketing
Promotion
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The 4 “P’s” of Marketing
?
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The Core MessageYour core message is the central piece to
your marketing efforts:
– It defines the main purpose or point you are trying to convey
– It should be the basis for all marketing themes or topics that follow
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The Core MessageYour core message is the central piece to
your marketing efforts:
– No matter how your program changes, the core message should remain the same
– It should be simple and straight forward
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Branding
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Any name, term, design, style, words, symbols or
other feature that identifies the goods or services of one seller from another and/or that distinguish one product from another in the mind of the consumer
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Benefits of a strong brand:– Communicates features,
benefits, purpose – Identifies and differentiates
product/service – Unifies marketing messages – Attracts the “customer”
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Branding considerations:– Communicates features,
benefits, purpose – Identifies and differentiates
product/service – Unifies marketing messages – Attracts the “customer”
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How well do you “know” these brands?
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i’m lovin’ it
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The Real Thing
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The Company You Keep
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Noise
Macromodel of the Communications Process
SENDER Encoding Decoding RECEIVER
Media
MESSAGE
Feedback Response
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Behavior
Stage
Affective
Stage
Cognitive
Stage
Micromodel of the Consumer Response Process
Knowledge
Awareness
Liking
Preference
Conviction
Action
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Creating the Campaign
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Establish the Core Message
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Develop Your Brand
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Determine Your Budget
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Identify the Target Audience
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Start Designing
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Select Marketing Channels
Person to
Audience
Print M
edia
Events
Web
emai
l
s
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Decide on the Media Mix
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Measure the Results
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Pros & Cons
$• Low cost• Easy to maintain once set up• Fast and effective way to distribute
your message
Intranet Sites
• Support is mixed• Can pre-approve content before
posting• Will need to balance with other
responsibilities
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Pros & Cons
• Content and language can be made to fit culture
• Must be maintained or users will stop visiting
• Site style guide may limit options
Intranet Sites
• Even with WYSIWYG interfaces, some knowledge of HTML is usually needed
• May be dependent on another area to publish
• Reach may be narrow
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Pros & Cons
$• Low cost (unless you buy lunch)• Can broadcast on the web to reach a
larger audience for minimal cost• High quality graphics and clip art can
be expensive
Presentations
• External support is mixed• Can pre-approve content• Time consuming for all involved
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Pros & Cons
• Easier “sell” in a continuous education culture
• May need to adjust message depending on audience
• Space may be hard to get
Presentations
• Must be comfortable speaking in front of groups
• Need experience using “slideware”• Subject can be dry
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Pros & Cons
• Moderate to high costs to create• High distribution costs• Eye-catching and “sticky” method to
distribute your message
Awareness Posters
• Message can be targeted to address a specific issue
• Can pre-approve content• Support is mixed
$
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Pros & Cons
• Very effective in common areas, lunch rooms, etc.
• May not be appropriate in all locations• Target audience may tune out the
message
Awareness Posters
• Design will make or break the campaign
• More effective in targeted bursts• Don’t forget to take the posters
down
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Pros & Cons
• High costs to create• High to very high distribution costs• High “pass-a-long” value lowers
overall cost
Educational Brochures
• Creates high visibility for the department
• Can pre-approve content• Very time consuming
to create and maintain
$
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Pros & Cons
• Fits in well as part of new hire orientation and other trainings
• Can be made available in multiple locations
• Target audience may not read them
Educational Brochures
• The Communications Dept. can help (if you have one)
• Test drafts on trusted colleagues• Some subjects may be
too complex
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$
Pros & Cons
• Costs vary widely (watch out for travel)• Potentially high distribution costs• High visibility and impact lowers overall
cost
Educational & Awareness Events
• Message can be targeted to address a specific issue
• Difficult to “stay on message”• Very time consuming to
plan and coordinate
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Pros & Cons
• May not have the right venue • Great way to put faces to names• Theme may not speak to all audiences
Educational & Awareness Events
• Best for general awareness• No wallflowers allowed• Good way to involve coordinators
and/or departments
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$
Pros & Cons
• High to very high cost• Tax considerations• High visibility may lower costs but may
also interfere with your message
Giveaways/Promotional Items
• May be viewed as wasteful• Management may want tighter control
over your project• Can create goodwill for
the entire department
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Pros & Cons
• Various restrictions may prevent them• Any appearance of favoritism will
damage your reputation• When well done, they are very popular
Giveaways/Promotional Items
• Mark promotional items with your brand• Pick something unique and fun• Be sure items are a good fit with
the corporate image
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Information Design
COLORTYPOGRAPHY
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Information Design
Layout – please don’t abuse the real estate
• Do not crowd your document with too much text
• The use of whitespace helps draw attention
• Use high quality graphics or none at all
• Adjusting text and graphic alignment can reinforce and emphasize aspects of your message
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Information Design
Layout – please don’t abuse the real estate
Which would you rather read?
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Information Design
RECORDS MANAGEMENT POLICY
Corporate Records Management Office
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Information Design
Records Management Policy
Corporate Records Management Office
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Information Design
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Information Design
TYPOGRAPHY – there’s more to life than Arial
• The proper use of fonts help deliver your message
• Too many fonts are worse than too few
• Serif fonts are best for large blocks of text
• Sans serif fonts are best for headlines and the web
• As readers, we rely more on the shapes of words rather than the individual letters
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Information Design
Type “Families”Old
Style.........................................Garamond
Transitional.....................................BookmanModern..............................................CenturySlab Serif.........................................CourierSans Serif............................................LucidaDisplay Type...............................Baby Kruffy
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COLOR – are you saying what you think you’re saying?
Information Design
Advantages of using color:• Increases the willingness to read up to 80%
• Increase motivation by up to 80%
• Accelerates recall as much as 78%
• Impacts the readers’ acceptance or rejection of the message by 60%
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COLOR – are you saying what you think you’re saying?
Challenges of using color:• Prior associations may impact the message
• Color on color can reduce legibility
• Reproduction is often inconsistent
• The “meaning” of a color varies by culture
Information Design
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COLOR – are you saying what you think you’re saying?
STOP GO
Information Design
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Common American/European interpretations of Color:
RED excitement, danger, loss
ORANGE energy, warmth, cheerfulness
YELLOW sun, caution, illness
GREEN environment, life, growth, money
BLUE water, cold, calm, masculinity
PURPLE rage, power, royalty, religion
WHITE peace, purity, virginity,
BLACK mourning, formal, sophistication
Information Design
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Common Eastern interpretations of Color:
RED luck, celebration, bridal
ORANGE spirituality, creativity
YELLOW courage, nourishing, merchants
GREEN religion, exorcism, cheating
BLUE heaven, spirituality, immortality
PURPLE expense, wealth, virtue
WHITE death, funerals, mourning
BLACK trust, quality, childhood/youth
Information Design
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Make it FUN!It doesn’t hurt to tryUse your network to share ideasLook for inspiration everywhere Take time to look at the big pictureYou’re more creative than you thinkDon’t be afraid to try something new
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Jason C. Stearns, CRM
jasonstearnscrm
jasoncstearns
Thank
you!
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Marketing Your RIM Program:A Hands-On Workshop
Jason C. Stearns, CRMCorporate Vice President
Corporate Records ManagerNew York Life Insurance Company
Please Complete Your Session Evaluation
Education Code: FRO3-2178