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THE BUILDING BLOCKS OF
MARKETING
or
Why Rowing in the Same Direction
Is A Good Idea
Larry Geiger
VP, Marketing & Communications
Building Blocks of Marketing
What the Heck IS Marketing
Anyway??
Building Blocks of Marketing
What the Heck IS Marketing
Anyway??
Propaganda
Razzle-Dazzle
Flim-Flam
B.S.
Building Blocks of Marketing
What the Heck IS Marketing
Anyway??
The process of planning and executing
the conception, pricing, promotion, and
distribution of ideas, goods, and services
to create exchanges that satisfy
individual and organizational goals
Building Blocks of Marketing
What the Heck IS Marketing
Anyway??
The process of planning and executing the conception,
pricing, promotion, and distribution of ideas, goods, and
services to create exchanges that satisfy individual and
organizational goals
Marketing is the management process
which identifies, anticipates and supplies
customer requirements efficiently and
profitably
Building Blocks of Marketing
What the Heck IS Marketing
Anyway??
The process of planning and executing the conception,
pricing, promotion, and distribution of ideas, goods, and
services to create exchanges that satisfy individual and
organizational goals
Marketing is the management process
which identifies, anticipates and supplies
customer requirements efficiently and profitably
The process of identifying and
communicating with qualified prospects
Building Blocks of Marketing
Goals for the Conference
1. Get to know each other better
Building Blocks of Marketing
Goals for the Conference
1. Get to know each other better
2. Reach a shared understanding of what
mmarketing at NKF nationally and locally
should do
is doing
can do
Building Blocks of Marketing
Goals for the Conference
3. Acquire some specific hands-on experience with
and information about key marketing tools
Public & Media Relations . . . Guest Practitioners
Sponsorships . . . Guest Experts
Kidney Walks – New Technology . . . New Ideas
Kidney Cars – Renaissance Underway, Climb Aboard
Kidney Clubs – Swinging for the Fences
Online Marketing – Hot, Hot, Hot
Building Blocks of Marketing
Goals for the Conference
4. Come away with some concrete next steps
to
• Improve our marketing
• Build our revenue
• Achieve our objectives
• Fulfill our mission
Building Blocks of Marketing
New Marketing & Communications Department
What Should We Be Doing?
Building Blocks of Marketing
New Marketing & Communications Department
What Should We Be Doing?
• Build Awareness of NKF
Building Blocks of Marketing
New Marketing & Communications Department
What Should We Be Doing?
• Build Awareness of NKF
• Increase Understanding & Appreciation of
NKF
Building Blocks of Marketing
New Marketing & Communications Department
What Should We Be Doing?
• Build Awareness of NKF
• Increase Understanding & Appreciation of NKF
• Generate Interest/Inquiries/Leads/Sales
Building Blocks of Marketing
New Marketing & Communications Department
What Should We Be Doing?
• Build Awareness of NKF
• Increase Understanding & Appreciation of NKF
• Generate Interest/Inquiries/Leads/Sales
• Recruit & Retain Volunteers
Building Blocks of Marketing
New Marketing & Communications Department
What Should We Be Doing?
• Build Awareness of NKF
• Increase Understanding & Appreciation of NKF
• Generate Interest/Inquiries/Leads/Sales
• Recruit & Retain Volunteers
• Stimulate Participation in Fund Raising -Cars, Clubs, Golf, Walks, Other Events, General Individual Giving
Building Blocks of Marketing
New Marketing & Communications Department
What Should We Be Doing?
• Build Awareness of NKF
• Increase Understanding & Appreciation of NKF
• Generate Interest/Inquiries/Leads/Sales
• Recruit & Retain Volunteers
• Stimulate Participation in Fund Raising -- Cars,
Clubs, Golf, Walks, Other Events, General Individual Giving
• Help secure corporate partners & sponsors
Building Blocks of Marketing
New Marketing & Communications Department
How Do We Do This?
Building Blocks of Marketing
New Marketing & Communications Department
How Do We Do This?
1. Keep an Open Mind
• Listen & Learn
• Be Flexible
• Be Helpful
• No preconceived notions
• No sacred cows
Building Blocks of Marketing
New Marketing & Communications Department
How Do We Do This?
2. Improve Internal Communications & Foster
aan On-going and Open Dialogue
• At NY HQ
• Between NY HQ – KC -- DC
• Between NY HQ – KC – DC – All Local
Offices
• Among All Local Offices
Building Blocks of Marketing
New Marketing & Communications Department
How Do We Do This?
3. Stimulate Fresh Thinking
• Encouraging ideas
• Sharing ideas
• Refinement & Redeployment of worthy
ideas
• Broader and deeper execution of signature
programs (which differentiate and define NKF)
and fundraisers (which make our work
possible)
Building Blocks of Marketing
New Marketing & Communications Department
How Do We Do This?
4. Develop a clear, concise and compelling set
oof powerful messages
• Use them consistent
• Use them continually
• Use them in ALL constituent interactions –
from face-to-face to electronic media
Building Blocks of Marketing
New Marketing & Communications Department
The Team
VP
Building Blocks of Marketing
New Marketing & Communications Department
The Team
Public & Media Relations and Internal Marketing
ELLIE SCHLAM, KELLY ROBERTSON, VERENA HUETTENEDER, BRYAN VAN STEENBERGEN
VP
Building Blocks of Marketing
New Marketing & Communications Department
The Team
Public & Media Relations & Internal Marketing
ELLIE SCHLAM, KELLY ROBERTSON, VERENA HUETTENEDER, BRYAN VAN STEENBERGEN
Web Producers
ANTHONY DELLA CAMERA ---Web Site Design Team
VP
Building Blocks of Marketing
New Marketing & Communications Department
The Team
Public & Media Relations & Internal Marketing
ELLIE SCHLAM, KELLY ROBERTSON, VERENA HUETTENEDER, BRYAN VAN STEENBERGEN
Web Producers
ANTHONY DELLA CAMERA ---Web Site Design Team
VP
Publications Team
SARA KOSOWSKY --Editors, Designers, Production, Traffic
Building Blocks of Marketing
New Marketing & Communications Department
The Team
Public & Media Relations & Internal Marketing
ELLIE SCHLAM, KELLY ROBERTSON, VERENA HUETTENEDER, BRYAN VAN STEENBERGEN
Web Producers
VP
ANTHONY DELLA CAMERA ---WEB SITE DESIGN TEAM
Publications Team
SARA KOSOWSKY --- EDITORS,
DESIGNERS, PRODUCTION, TRAFFIC
Program Marketers
MONICA GANNON (KEEP), JESSICA JOSEPH
(Clinical Meetings), EMILY NEWELL (Journals),
DAWN TOWNSEND (Games), MARITZA OWENS
(Membership), TROY ZIMMERMAN (Advocacy)
Building Blocks of Marketing
New Marketing & Communications Department
The Team
Public & Media Relations & Internal Marketing
ELLIE SCHLAM, KELLY ROBERTSON, VERENA HUETTENEDER, BRYAN VAN STEENBERGEN
Web Producers
VP
ANTHONY DELLA CAMERA ---WEB SITE DESIGN TEAM
Publications Team
SARA KOSOWSKY --- EDITORS,
DESIGNERS, PRODUCTION, TRAFFIC
Program Marketers
Development Marketers
MONICA GANNON (KEEP), JESSICA JOSEPH
(Clinical Meetings), EMILY NEWELL (Journals),
DAWN TOWNSEND (Games), MARITZA OWENS
(Membership), TROY ZIMMERMAN (Advocacy)
GERI CONNORS (Ind Giving), DENISE DEVLIN
(Exhibits), ANTHONY GUCCIARDO (Sponsors), CHAD
ISEMAN (Cars), KRYSTN KUCKELMAN (Walk),
KRISTIN SULEK (Corp), NANCY LOU ZIMMERMAN
(Golf)
Building Blocks of Marketing
New Marketing & Communications Department
The Team
Public & Media Relations & Internal Marketing
ELLIE SCHLAM, KELLY ROBERTSON, VERENA HUETTENEDER, BRYAN VAN STEENBERGEN
Web Producers
VP
ANTHONY DELLA CAMERA ---WEB SITE DESIGN TEAM
Publications Team
SARA KOSOWSKY --- EDITORS,
DESIGNERS, PRODUCTION, TRAFFIC
Program Marketers
Development Marketers
MONICA GANNON (KEEP), JESSICA JOSEPH
(Clinical Meetings), EMILY NEWELL (Journals),
DAWN TOWNSEND (Games), MARITZA OWENS
(Membership), TROY ZIMMERMAN (Advocacy)
GERI CONNORS (Ind Giving), DENISE DEVLIN
(Exhibits), ANTHONY GUCCIARDO (Sponsors), CHAD
ISEMAN (Cars), KRYSTN KUCKELMAN (Walk),
KRISTIN SULEK (Corp), NANCY LOU ZIMMERMAN
(Golf)
ALL LOCAL OFFICES
Building Blocks of Marketing
During the
Conference
• Please participate – questions, comments are welcome
• Take Notes – talk to presenters off-line
• Saturday – we’ll get more in-depth about NKF marketing
• IDEA SHEET – Please use it as we go along & hand in
before you leave
Building Blocks of Marketing
New Marketing & Communications Department
Final Session
• Review Internal Communications Tools
• Review External Communications Tools
• Discuss Ideas Sheets
• Questions
• Identify Specific Next Steps
Building Blocks of Marketing
New Marketing & Communications Department
Internal Communications
AFFILIATE (RESOURCE) CENTRAL – 24/7 Info-filled Intranet (“The
Bible”) --who’s who, what’s what, how-to guide for programs, services,
fundraising –including sample press materials. The first place to go.
Building Blocks of Marketing
New Marketing & Communications Department
Internal Communications
AFFILIATE (RESOURCE) CENTRAL – 24/7 Info-filled Intranet (“The
Bible”) --who’s who, what’s what, how-to guide for programs, services,
fundraising –including sample press materials. The first place to go.
KIDNEY.ORG – The public face of the NKF, a rich resource and visitor hub.
Building Blocks of Marketing
New Marketing & Communications Department
Internal Communications
AFFILIATE (RESOURCE) CENTRAL – 24/7 Info-filled Intranet (“The
Bible”) --who’s who, what’s what, how-to guide for programs, services,
fundraising –including sample press materials. The first place to go.
KIDNEY.ORG – The public face of the NKF, a rich resource and visitor hub.
KIDNEYNET – Intranet for NKF national and division staff
Building Blocks of Marketing
New Marketing & Communications Department
Internal Communications
KIDNEY NEWS DAILY – Daily report with online access to news reports
from across the U.S. that refer to kidney disease, patients, treatment or
events.
Building Blocks of Marketing
New Marketing & Communications Department
Internal Communications
KIDNEY NEWS DAILY – Daily report with online access to news reports
from across the U.S. that refer to kidney disease, patients, treatment or
events.
NKF IN THE NEWS – Weekly recap and access to articles in which NKF or
a local office is mentioned.
Building Blocks of Marketing
New Marketing & Communications Department
Internal Communications
KIDNEY NEWS DAILY – Daily report with online access to news reports
from across the U.S. that refer to kidney disease, patients, treatment or
events.
NKF IN THE NEWS – Weekly recap and access to articles in which NKF or
a local office is mentioned.
LISTSERV E-MAILS – Periodic e-notes on Communications, Programs,
Cars, Walks, etc. to those signed-up.
Building Blocks of Marketing
New Marketing & Communications Department
Internal Communications
E-KIDNEY – Monthly e-newsletter with highlights of NKF activities and the
latest CKD and organ transplant information. Links to web (30,000+ circ.).
Building Blocks of Marketing
New Marketing & Communications Department
Internal Communications
E-KIDNEY – Monthly e-newsletter with highlights of NKF activities and the
latest CKD and organ transplant information. Links to web (30,000+ circ.).
HIGHLIGHTS – A monthly e-summary of the most interesting, noteworthy and
impactful activities of the many national NKF departments and offices.
Building Blocks of Marketing
New Marketing & Communications Department
Internal Communications
E-KIDNEY – Monthly e-newsletter with highlights of NKF activities and the
latest CKD and organ transplant information. Links to web (30,000+ circ.).
HIGHLIGHTS – A monthly e-summary of the most interesting, noteworthy and
impactful activities of the many national NKF departments and offices.
FOUNDATION FOCUS – A quarterly print newsletter designed for NKF staff
and “family” but suitable for broader distribution, with program highlights, local
office activities, strategic plan updates, and human interest features, etc.
Building Blocks of Marketing
New Marketing & Communications Department
Internal Communications
E-KIDNEY – Monthly e-newsletter with highlights of NKF activities and the
latest CKD and organ transplant information. Links to web (30,000+ circ.).
HIGHLIGHTS – A monthly e-summary of the most interesting, noteworthy and
impactful activities of the many national NKF departments and offices.
FOUNDATION FOCUS – A quarterly print newsletter designed for NKF staff
and “family” but suitable for broader distribution, with program highlights, local
office activities, strategic plan updates, and human interest features, etc.
LOCAL NEWSLETTERS – E-mail and print – variety of schedules -- provide
positive, comprehensive picture of NKF impact in communities coast-to-coast.
Building Blocks of Marketing
New Marketing & Communications Department
Internal Communications
E-KIDNEY – Monthly e-newsletter with highlights of NKF activities and the
latest CKD and organ transplant information. Links to web (30,000+ circ.).
HIGHLIGHTS – A monthly e-summary of the most interesting, noteworthy and
impactful activities of the many national NKF departments and offices.
FOUNDATION FOCUS – A quarterly print newsletter designed for NKF staff
and “family” but suitable for broader distribution, with program highlights, local
office activities, strategic plan updates, and human interest features, etc.
LOCAL NEWSLETTERS – E-mail and print – variety of schedules -- provide
positive, comprehensive picture of NKF impact in communities coast-to-coast.
FACE-TO-FACE MEETINGS – Occasional.
Building Blocks of Marketing
New Marketing & Communications Department
External Communications
Pros
Physicians &
Scientists
Nurses &
Technicians
Renal
Nephrology
Nutritionists Social Workers
Building Blocks of Marketing
New Marketing & Communications Department
External Communications
Pros
Physicians &
Scientists
Nurses &
Technicians
Renal
Nephrology
Nutritionists Social Workers
Building Blocks of Marketing
New Marketing & Communications Department
External Communications
Pros
Physicians &
Scientists
Nurses &
Technicians
Renal
Nephrology
Nutritionists Social Workers
Building Blocks of Marketing
New Marketing & Communications Department
External Communications
Pros
Physicians &
Scientists
Nurses &
Technicians
Renal
Nephrology
Nutritionists Social Workers
Building Blocks of Marketing
New Marketing & Communications Department
External Communications
Pros
Physicians &
Scientists
Patients/
Patient &
Families Family Council
Nurses &
Technicians
Renal
Nephrology
Nutritionists Social Workers
National Donor
Family Council
transAction
Council
Building Blocks of Marketing
New Marketing & Communications Department
External Communications
Pros
Physicians &
Scientists
Patients/
Patient &
Families Family Council
Nurses &
Technicians
Renal
Nephrology
Nutritionists Social Workers
National Donor
Family Council
transAction
Council
Building Blocks of Marketing
New Marketing & Communications Department
External Communications
Pros
Physicians &
Scientists
Patients/
Patient &
Families Family Council
Nurses &
Technicians
Renal
Nephrology
Nutritionists Social Workers
National Donor
Family Council
transAction
Council
Building Blocks of Marketing
New Marketing & Communications Department
External Communications
Pros
Physicians &
Scientists
Nurses &
Technicians
Renal
Nephrology
Nutritionists Social Workers
Kidney News Daily
Patients/
Patient &
Families Family Council
National Donor
Family Council
transAction
Council
Building Blocks of Marketing
New Marketing & Communications Department
External Communications
OTHER PUBLICATIONS
• WHO WE ARE
• RESEARCH REPORT & DIRECTORY
• ANNUAL REPORT
• . . . and more
Building Blocks of Marketing
New Marketing & Communications Department
External Communications
PUBLIC RELATIONS
• 200 Million media impressions in 2007
• Extensive Coverage of NKF programs,
kidney disease and treatment and Special
Events
• We Are the “Recognized Authority”
Building Blocks of Marketing
New Marketing & Communications Department
External Communications
Building Blocks of Marketing
New Marketing & Communications Department
External Communications
KIDNEY.ORG
•
•
•
•
4,000,000+ visitors in 2007
20,000,000 page views
Hundreds of pages of useful information
Good now . . . Getting even better
(user-friendly intuitive navigation; more ways to capture
visitor information; more content relevant to visitors:
sharper, more persuasive, writing, etc.)
Building Blocks of Marketing
New Marketing & Communications Department
External Communications
ADVERTISING
• Fitzgerald+Co of Atlanta executed/analyzing
research
• Fine-tuning a Creative Brief
• Will present creative concepts and test plan
in March for April review with Board
Building Blocks of Marketing
New Marketing & Communications Department
Final Session – Home Stretch
• Discuss Ideas Sheets
• Questions
• Identify Specific Next Steps
Building Blocks of Marketing
New Marketing & Communications Department
Final Session – Home Stretch
• Discuss Ideas Sheets
• Questions
• Identify Specific Next Steps
Building Blocks of Marketing
New Marketing & Communications Department
Final Session – Home Stretch
• Discuss Ideas Sheets
• Questions
• Identify Specific Next Steps
Building Blocks of Marketing
New Marketing & Communications Department
Final Session – Home Stretch
Thank You
For a
Great Conference!
Building Blocks of Marketing