Marketing Your RIM Program - DRAFT for ARMA 2009

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Marketing Your RIM Program - DRAFT for ARMA 2009.

"Final" draft of a presentation I will be giving at the ARMA Conference in Orlando.

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  • Slide 4: Bullet Slide FormatFont sizes may be adjusted as needed. Please keep in mind that font smaller than 24 is very difficult to read.
  • Slide 4: Bullet Slide FormatFont sizes may be adjusted as needed. Please keep in mind that font smaller than 24 is very difficult to read.
  • Slide 3: Presentation GuidelinesLimit the amount of information on each slide for optimum legibility.Include only as many slides as is reasonable to present in the time allotted for your educational program. (60 – 90 would be an average number of slides)When editing the PPT template, click on “normal view” instead of “slide view” or “slide sorter view.”Delete any unused sample slides provided in the template before submitting your final presentation.Check each slide for spelling and grammar.Before you submit your presentation, rename the PPT file to the primary facilitator’s name and the first three words of the session title. Use the same file name in the subject line of your e-mail when you submit your presentation.Only submit complete and final presentations. Upload your PPT file at http://www.arma.org/learningcenter/facilitator/programdetails/index.cfm All PPT presentations MUST BE REVIEWED and APPROVED by ARMA International by August 7, 2009.ARMA will review all presentations and reserves the right to edit them. ARMA will notify you if changes are made.
  • Slide 3: Presentation GuidelinesLimit the amount of information on each slide for optimum legibility.Include only as many slides as is reasonable to present in the time allotted for your educational program. (60 – 90 would be an average number of slides)When editing the PPT template, click on “normal view” instead of “slide view” or “slide sorter view.”Delete any unused sample slides provided in the template before submitting your final presentation.Check each slide for spelling and grammar.Before you submit your presentation, rename the PPT file to the primary facilitator’s name and the first three words of the session title. Use the same file name in the subject line of your e-mail when you submit your presentation.Only submit complete and final presentations. Upload your PPT file at http://www.arma.org/learningcenter/facilitator/programdetails/index.cfm All PPT presentations MUST BE REVIEWED and APPROVED by ARMA International by August 7, 2009.ARMA will review all presentations and reserves the right to edit them. ARMA will notify you if changes are made.
  • Slide 3: Presentation GuidelinesLimit the amount of information on each slide for optimum legibility.Include only as many slides as is reasonable to present in the time allotted for your educational program. (60 – 90 would be an average number of slides)When editing the PPT template, click on “normal view” instead of “slide view” or “slide sorter view.”Delete any unused sample slides provided in the template before submitting your final presentation.Check each slide for spelling and grammar.Before you submit your presentation, rename the PPT file to the primary facilitator’s name and the first three words of the session title. Use the same file name in the subject line of your e-mail when you submit your presentation.Only submit complete and final presentations. Upload your PPT file at http://www.arma.org/learningcenter/facilitator/programdetails/index.cfm All PPT presentations MUST BE REVIEWED and APPROVED by ARMA International by August 7, 2009.ARMA will review all presentations and reserves the right to edit them. ARMA will notify you if changes are made.
  • Slide 3: Presentation GuidelinesLimit the amount of information on each slide for optimum legibility.Include only as many slides as is reasonable to present in the time allotted for your educational program. (60 – 90 would be an average number of slides)When editing the PPT template, click on “normal view” instead of “slide view” or “slide sorter view.”Delete any unused sample slides provided in the template before submitting your final presentation.Check each slide for spelling and grammar.Before you submit your presentation, rename the PPT file to the primary facilitator’s name and the first three words of the session title. Use the same file name in the subject line of your e-mail when you submit your presentation.Only submit complete and final presentations. Upload your PPT file at http://www.arma.org/learningcenter/facilitator/programdetails/index.cfm All PPT presentations MUST BE REVIEWED and APPROVED by ARMA International by August 7, 2009.ARMA will review all presentations and reserves the right to edit them. ARMA will notify you if changes are made.
  • Slide 3: Presentation GuidelinesLimit the amount of information on each slide for optimum legibility.Include only as many slides as is reasonable to present in the time allotted for your educational program. (60 – 90 would be an average number of slides)When editing the PPT template, click on “normal view” instead of “slide view” or “slide sorter view.”Delete any unused sample slides provided in the template before submitting your final presentation.Check each slide for spelling and grammar.Before you submit your presentation, rename the PPT file to the primary facilitator’s name and the first three words of the session title. Use the same file name in the subject line of your e-mail when you submit your presentation.Only submit complete and final presentations. Upload your PPT file at http://www.arma.org/learningcenter/facilitator/programdetails/index.cfm All PPT presentations MUST BE REVIEWED and APPROVED by ARMA International by August 7, 2009.ARMA will review all presentations and reserves the right to edit them. ARMA will notify you if changes are made.
  • Marketing Your RIM Program - DRAFT for ARMA 2009

    1. 1. Marketing Your RIM Program:A Hands-On Workshop<br />Jason C. Stearns, CRM<br />Corporate Vice President<br />Corporate Records Manager<br />New York Life Insurance Company<br />EducationCode: FR03-2178<br />
    2. 2. Learning Objectives<br />Upon completion of this session, participants will be able to:<br />Apply marketing principles in promoting a RIM program<br />Identify steps for creating a RIM marketing campaign<br />
    3. 3. Learning Objectives<br />Upon completion of this session, participants will be able to:<br /><ul><li>Determine best marketing options based on budget, executive support and corporate culture
    4. 4. Develop workable marketing ideas for a RIM Program</li></ul>Upon completion of this session, participants will be able to:<br />
    5. 5. What is Marketing?<br />
    6. 6. All business activity involved in the moving of goods from the producer to the consumer, including selling, advertising, packaging, etc.<br />
    7. 7. What is Marketing?<br /> “The aim of marketing is to know the customer so well that the product or service…sells itself.<br /> …All that should be needed then is to make the product or service available.”<br />Peter Drucker<br />1909-2005<br />
    8. 8. The 4 “P’s” of Marketing<br />Product<br />
    9. 9. The 4 “P’s” of Marketing<br />Price<br />
    10. 10. Placement<br />Placement<br />The 4 “P’s” of Marketing<br />
    11. 11. The 4 “P’s” of Marketing<br />Promotion<br />
    12. 12. The 4 “P’s” of Marketing<br />?<br />?<br />?<br />?<br />?<br />
    13. 13. The Core Message<br />Your core message is the central piece to your marketing efforts:<br /><ul><li>It defines the main purpose or point you are trying to convey
    14. 14. It should be the basis for all marketing themes or topics that follow</li></li></ul><li>The Core Message<br />Your core message is the central piece to your marketing efforts:<br /><ul><li>No matter how your program changes, the core message should remain the same
    15. 15. It should be simple and straight forward</li></li></ul><li>Branding<br />
    16. 16. 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<br />
    17. 17. Benefits of a strong brand:<br /><ul><li>Communicates features, benefits, purpose
    18. 18. Identifies and differentiates product/service
    19. 19. Unifies marketing messages
    20. 20. Attracts the “customer”</li></li></ul><li>Branding considerations:<br /><ul><li>Communicates features, benefits, purpose
    21. 21. Identifies and differentiates product/service
    22. 22. Unifies marketing messages
    23. 23. Attracts the “customer”</li></li></ul><li>How well do you “know” these brands?<br />
    24. 24. i’m lovin’ it<br />
    25. 25.
    26. 26. <br />The Real Thing<br />
    27. 27.
    28. 28. The Company You Keep<br />
    29. 29. Macromodel of the Communications Process<br />SENDER<br />Encoding<br />Decoding<br />RECEIVER<br />Noise<br />Media<br />MESSAGE<br />Response<br />Feedback<br />
    30. 30. Cognitive<br />Stage<br />Behavior<br />Stage<br />Affective<br />Stage<br />Micromodel of the Consumer Response Process<br />Awareness<br />Conviction<br />Knowledge<br />Preference<br />Liking<br />Action<br />
    31. 31. Creating the Campaign<br />
    32. 32. Establish the Core Message<br />
    33. 33. Develop Your Brand<br />RIM is In<br />RIM is IN <br />RIM is IN<br />RIM is IN<br />
    34. 34. Determine Your Budget<br />
    35. 35. Identify the Target Audience<br />
    36. 36. Start Designing<br />
    37. 37. Select Marketing Channels<br />s<br />Web<br />Print Media<br />Person to Audience<br />Events<br />email<br />
    38. 38. Decide on the Media Mix<br />
    39. 39. Measure the Results<br />
    40. 40. Pros & Cons<br />Intranet Sites<br /><ul><li>Low cost
    41. 41. Easy to maintain once set up
    42. 42. Fast and effective way to distribute your message</li></ul>$<br /><ul><li>Support is mixed
    43. 43. Can pre-approve content before posting
    44. 44. Will need to balance with other responsibilities</li></li></ul><li>Pros & Cons<br />Intranet Sites<br /><ul><li>Content and language can be made to fit culture
    45. 45. Must be maintained or users will stop visiting
    46. 46. Site style guide may limit options
    47. 47. Even with WYSIWYG interfaces, some knowledge of HTML is usually needed
    48. 48. May be dependent on another area to publish
    49. 49. Reach may be narrow</li></li></ul><li>Pros & Cons<br />Presentations<br /><ul><li>Low cost (unless you buy lunch)
    50. 50. Can broadcast on the web to reach a larger audience for minimal cost
    51. 51. High quality graphics and clip art can be expensive</li></ul>$<br /><ul><li>External support is mixed
    52. 52. Can pre-approve content
    53. 53. Time consuming for all involved</li></li></ul><li>Pros & Cons<br />Presentations<br /><ul><li>Easier “sell” in a continuous education culture
    54. 54. May need to adjust message depending on audience
    55. 55. Space may be hard to get
    56. 56. Must be comfortable speaking in front of groups
    57. 57. Need experience using “slideware”
    58. 58. Subject can be dry</li></li></ul><li>Pros & Cons<br />Awareness Posters<br /><ul><li>Moderate to high costs to create
    59. 59. High distribution costs
    60. 60. Eye-catching and “sticky” method to distribute your message</li></ul>$<br /><ul><li>Message can be targeted to address a specific issue
    61. 61. Can pre-approve content
    62. 62. Support is mixed</li></li></ul><li>Pros & Cons<br />Awareness Posters<br /><ul><li>Very effective in common areas, lunch rooms, etc.
    63. 63. May not be appropriate in all locations
    64. 64. Target audience may tune out the message
    65. 65. Design will make or break the campaign
    66. 66. More effective in targeted bursts
    67. 67. Don’t forget to take the posters down</li></li></ul><li>Pros & Cons<br />Educational Brochures<br /><ul><li>High costs to create
    68. 68. High to very high distribution costs
    69. 69. High “pass-a-long” value lowers overall cost</li></ul>$<br /><ul><li>Creates high visibility for the department
    70. 70. Can pre-approve content
    71. 71. Very time consuming to create and maintain</li></li></ul><li>Pros & Cons<br />Educational Brochures<br /><ul><li>Fits in well as part of new hire orientation and other trainings
    72. 72. Can be made available in multiple locations
    73. 73. Target audience may not read them
    74. 74. The Communications Dept. can help (if you have one)
    75. 75. Test drafts on trusted colleagues
    76. 76. Some subjects may be too complex</li></li></ul><li>$<br />Pros & Cons<br />Educational & Awareness Events<br /><ul><li>Costs vary widely (watch out for travel)
    77. 77. Potentially high distribution costs
    78. 78. High visibility and impact lowers overall cost
    79. 79. Message can be targeted to address a specific issue
    80. 80. Difficult to “stay on message”
    81. 81. Very time consuming to plan and coordinate</li></li></ul><li>Pros & Cons<br />Educational & Awareness Events<br /><ul><li>May not have the right venue
    82. 82. Great way to put faces to names
    83. 83. Theme may not speak to all audiences
    84. 84. Best for general awareness
    85. 85. No wallflowers allowed
    86. 86. Good way to involve coordinators and/or departments</li></li></ul><li>$<br />Pros & Cons<br />Giveaways/Promotional Items<br /><ul><li>High to very high cost
    87. 87. Tax considerations
    88. 88. High visibility may lower costs but may also interfere with your message
    89. 89. May be viewed as wasteful
    90. 90. Management may want tighter control over your project
    91. 91. Can create goodwill for the entire department</li></li></ul><li>Pros & Cons<br />Giveaways/Promotional Items<br /><ul><li>Various restrictions may prevent them
    92. 92. Any appearance of favoritism will damage your reputation
    93. 93. When well done, they are very popular
    94. 94. Mark promotional items with your brand
    95. 95. Pick something unique and fun
    96. 96. Be sure items are a good fit with the corporate image</li></li></ul><li>Information Design<br />TYPOGRAPHY<br />COLOR<br />
    97. 97. Information Design<br />Layout – please don’t abuse the real estate<br /><ul><li>Do not crowd your document with too much text
    98. 98. The use of whitespace helps draw attention
    99. 99. Use high quality graphics or none at all
    100. 100. Adjusting text and graphic alignment can reinforce and emphasize aspects of your message </li></li></ul><li>Information Design<br />Layout – please don’t abuse the real estate<br />Which would you rather read?<br />
    101. 101. Information Design<br />RECORDS MANAGEMENT POLICY<br />Corporate Records Management Office<br />
    102. 102. Information Design<br />Records Management Policy <br />Corporate Records Management Office<br />
    103. 103. Information Design<br />
    104. 104. Information Design<br />TYPOGRAPHY – there’s more to life than Arial<br /><ul><li>The proper use of fonts help deliver your message
    105. 105. Too many fonts are worse than too few
    106. 106. Serif fonts are best for large blocks of text
    107. 107. Sans serif fonts are best for headlines and the web
    108. 108. As readers, we rely more on the shapes of words rather than the individual letters</li></li></ul><li>Information Design<br />Type “Families”<br />Old Style.........................................Garamond<br />Transitional.....................................Bookman<br />Modern..............................................Century<br />Slab Serif.........................................Courier<br />Sans Serif............................................Lucida<br />Display Type...............................Baby Kruffy<br />
    109. 109. Information Design<br />COLOR – are you saying what you think you’re saying?<br />Advantages of using color:<br /><ul><li>Increases the willingness to read up to 80%
    110. 110. Increase motivation by up to 80%
    111. 111. Accelerates recall as much as 78%
    112. 112. Impacts the readers’ acceptance or rejection of themessage by 60%</li></li></ul><li>Information Design<br />COLOR – are you saying what you think you’re saying?<br />Challenges of using color:<br /><ul><li>Prior associations may impact the message
    113. 113. Color on color can reduce legibility
    114. 114. Reproduction is often inconsistent
    115. 115. The “meaning” of a color varies by culture</li></li></ul><li>Information Design<br />COLOR – are you saying what you think you’re saying?<br />STOP<br />GO<br />
    116. 116. Information Design<br />Common American/European interpretations of Color: <br />RED excitement, danger, loss<br />ORANGE energy, warmth, cheerfulness<br />YELLOW sun, caution, illness<br />GREEN environment, life, growth, money<br />BLUE water, cold, calm, masculinity<br />PURPLE rage, power, royalty, religion<br />WHITE peace, purity, virginity, <br />BLACK mourning, formal, sophistication<br />
    117. 117. Information Design<br />Common Eastern interpretations of Color: <br />RED luck, celebration, bridal<br />ORANGE spirituality, creativity <br />YELLOW courage, nourishing, merchants<br />GREEN religion, exorcism, cheating<br />BLUE heaven, spirituality, immortality<br />PURPLE expense, wealth, virtue<br />WHITE death, funerals, mourning<br />BLACK trust, quality, childhood/youth<br />
    118. 118. <ul><li>Make it FUN!
    119. 119. It doesn’t hurt to try
    120. 120. Use your network to share ideas
    121. 121. Look for inspiration everywhere
    122. 122. Take time to look at the big picture
    123. 123. You’re more creative than you think
    124. 124. Don’t be afraid to try something new</li></li></ul><li>
    125. 125. Thank you!<br />Jason C. Stearns, CRM<br /> jasoncstearns@mac.com<br />jasonstearnscrm<br />jasoncstearns<br />
    126. 126. Marketing Your RIM Program:<br />A Hands-On Workshop<br />Please Complete Your <br />Session Evaluation<br />Jason C. Stearns, CRM<br />Corporate Vice President<br />Corporate Records Manager<br />New York Life Insurance Company<br />EducationCode: FRO3-2178<br />
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