FREEDOM CENTER Presentation - Top 10 Classic Mktg Mistakes

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The Top 10 Classic Marketing Mistakes ... And how YOU can avoid making them too. Presented at Freedom Center in Denver by Bob Ferguson, CEO and Founder, Jaywalker Lodge. on April 20, 2012.

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FREEDOM CENTER Presentation - Top 10 Classic Mktg Mistakes

  1. 1. …AND HOW YOU CAN AVOID MAKING THEM, TOOBobby Ferguson | Founder, CEO | Jaywalker Lodge | April 20. 2012
  2. 2. THE RULES HAVE CHANGED(…new rules of advertising and PR)  NO MORE ONE-WAY INTERUPTIONS  THE AUDIENCE IS THE EXPERT  ON DEMAND DELIVERY OF INFO AS NEEDED
  3. 3. THE AUDIENCE HAS BECOME THE EXPERT
  4. 4. WHAT’S IN A LOGO?(…DESIGNERS COST A FORTUNE, OR DO THEY?)  THE IDEAL LOGO DESIGN PROCESS  DON’T GET A SECOND CHANCE AT A FIRST IMPRESSION  WWW.DESIGNOUTPOST.COM
  5. 5. CRM IS NOT MY THING(…YOUR DATABASE WON’T MANAGE ITSELF!)  DATABASE MANAGEMENT = COSTLY AND COMPLEX?  ORPHAN PROJECT – EVERYBODY’S BABY IS NOBODY’S BABY  ONE DO-OVER YOU NEVER WANT TO EXPERIENCE…
  6. 6. WEBSITE BASICS(… DO IT YOURSELF, IT’S ACTUALLY EASIER!)  DO YOUR HOMEWORK BEFORE YOU HIRE ANYBODY  KNOW WHAT YOU DON’T KNOW  HTML VS. CONTENT MANAGEMENT
  7. 7. OPERATIONS IS MARKETING(… AND MARKETING IS OPERATIONS!)  OPEN COMMUNITY MODEL OF CARE  JWL SEEKS “MOTIVATED” ADDICTS  WE BELIEVE STATEMENTS
  8. 8. PRIMARY CARE EXTENDED CAREArresting Addiction Initiating Life in RecoveryEducation ApplicationCounselor directed Peer directedSecluded setting Community settingIntro to 12 Steps 12 Step ImmersionSafe, secluded time out from Structured, hectic re-entry intolife’s distractions real life recoveryLetting go of substances Letting go of self
  9. 9. A – Main Lodge (Tx. Ctr.)811 Main Court A BB – Transitional Living725 Main Street CC – Transitional Living734 Main StreetD – Admin Offices1152 Hwy 133 D
  10. 10. “We Believe”Statements ▪ 12 Core Values ▪ Read aloud weekly ▪ Staff and Patients ▪ Sound hokey? Perhaps... Try it!
  11. 11. BRANDING FOR DUMMIES(…PET PEEVES AND PERSONAL PREFERENCES)  THE JAYWALKER PARABLE…  DON’T TALK ABOUT GOD OR THE STEPS  PRINCIPAL OF CONTRARY ATTRACTION  PRICES ON THE WEBSITE
  12. 12. “We, who have been through the wringer, have to admit if we substituted alcoholism for jay-walking, the illustration would fit us exactly. However intelligent we may have been in other respects, where alcohol has been involved, we have been strangely insane. Its strong language - but isnt it true?...” - Alcoholics Anonymous p. 37
  13. 13. BRANDING FOR DUMMIES(CONTINUED...) YOUR PROGRAM IS BORING ...but client profiles are not!  SUBOXONE & OTHER MEDICATIONS DON’T SELL YOURSELF SHORT …the myth about treatment scholarships and discounts ADVERTISING R.I.P. …long live public relations (Press, Conferences, Online) KNOW YOUR AUDIENCE …is this the place for a distraught mom’s rehab pitch?

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