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Marketing & Promotion: Spreading the Message 2009 Virginia Tech Relay for Life 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 SKILLZ CHAIN OF ENTHUSIAM ACS DIRECTOR EXEC COMMITTEE TEAM TEAM CAPTAINS PARTICIPANTS CAMPUS 5/14/2017