505 a Krukowski presentation


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505 a Krukowski presentation

  1. 1. Building value in a free or low-cost service
  2. 2. Alisha Krukowski <ul><ul><li>National Program Coordinator – Comfort Zone Camp </li></ul></ul><ul><ul><li>15 years experience in sales management and facilities management </li></ul></ul><ul><ul><li>Supports national outreach, networking, benchmark tracking, and brand recognition for CZC </li></ul></ul>
  3. 3. Comfort Zone Camp <ul><ul><li>The Nation’s largest bereavement camp </li></ul></ul><ul><ul><li>Founded in 1998 by Lynne Hughes </li></ul></ul><ul><ul><li>Serving approximately 2,400 children in 2010 </li></ul></ul><ul><ul><li>Provides free camps, support groups, and parent programs </li></ul></ul><ul><ul><li>Offers travel scholarships to families in need </li></ul></ul><ul><ul><li>Invites campers to return to camp every year </li></ul></ul><ul><ul><li>Innovative online support: HelloGrief.org </li></ul></ul>
  4. 4. FREE: a four letter word. <ul><ul><li>The ugly truth: What we think when we hear the word “free”. </li></ul></ul><ul><ul><li>The most compelling aspect of your program: Is it really the cost? </li></ul></ul><ul><ul><li>Separating cost from value. </li></ul></ul><ul><ul><li>Selling your program so people want to buy it: Building value with your words and your actions. </li></ul></ul>
  5. 5. Assessing current outreach strategies <ul><ul><li>Verbalizing your outreach goals in twenty words or less. </li></ul></ul><ul><ul><li>What you’re doing and why you’re doing it. </li></ul></ul><ul><ul><li>Determining where most of your clients are coming from. (Strengths) </li></ul></ul><ul><ul><li>Identifying where you feel your service is most needed, and least talked about. (Opportunities) </li></ul></ul><ul><ul><li>Who on your team participates in outreach? Who trained them? </li></ul></ul>
  6. 6. Outreach 101: <ul><ul><li>Outreach is everybody’s job. </li></ul></ul><ul><ul><li>No audience is too small. </li></ul></ul><ul><ul><li>Honest enthusiasm breeds interest. </li></ul></ul><ul><ul><li>Ask questions about their needs to assess how how you can help. </li></ul></ul><ul><ul><li>Listen to their language, and match yours to theirs. </li></ul></ul><ul><ul><li>Meet with everyone who asks, as often as possible. </li></ul></ul>
  7. 7. Outreach 201: <ul><ul><li>Don’t sell your program, sell the short and long term benefits of your program. </li></ul></ul><ul><ul><li>Be honest about the commitment clients will need to make. </li></ul></ul><ul><ul><li>Don’t overpromise results. </li></ul></ul><ul><ul><li>Keeping it free: Everyone is a potential donor. </li></ul></ul><ul><ul><li>Follow up, follow up, follow up. </li></ul></ul>
  8. 8. Networking: Outreach in disguise. <ul><ul><li>Attend conferences, trainings, and webinars. </li></ul></ul><ul><ul><li>Share your knowledge – host in-services, trainings, etc. </li></ul></ul><ul><ul><li>Join committees, clubs, and social organizations. </li></ul></ul><ul><ul><li>Get comfortable with your “competition.” </li></ul></ul><ul><ul><li>Give referrals to get referrals. </li></ul></ul><ul><ul><li>Be a resource – train people to come to you for information. </li></ul></ul><ul><ul><li>Bragging vs. Recommendations. </li></ul></ul>
  9. 9. Watch your language… <ul><ul><li>Know your audience before you start talking. </li></ul></ul><ul><ul><li>Ask questions to gauge their knowledge of and comfort with your topic. </li></ul></ul><ul><ul><li>Use terminology that matches their knowledge level. </li></ul></ul><ul><ul><li>Use examples that that will speak to their experience. </li></ul></ul>
  10. 10. Got knowledge? Share it! <ul><ul><li>Coach your team on current issues and trends. </li></ul></ul><ul><ul><li>Encourage continued education and trainings. </li></ul></ul><ul><ul><li>Allow time for research. </li></ul></ul><ul><ul><li>Schedule regular meetings to discuss topics and issues that are relevant to your program. </li></ul></ul><ul><ul><li>Challenge each staff member to become an “expert” in some aspect of your program or client base. </li></ul></ul>
  11. 11. Making the good great, and the great fantastic: training your team. <ul><ul><li>Verbalize the importance of mission-focused language in outreach. </li></ul></ul><ul><ul><li>Let your outreach leaders train your team. </li></ul></ul><ul><ul><li>Encourage everyone to take notes constantly. </li></ul></ul><ul><ul><li>Train staff to be competent and confident in expressing your mission and message. </li></ul></ul><ul><ul><li>Let them use your words until they find their own. </li></ul></ul>
  12. 12. Tracking Your Progress <ul><ul><li>Develop simple tracking measures and spreadsheets, and give everyone access. </li></ul></ul><ul><ul><li>Educate employees on goals and expectations, and hold them accountable. </li></ul></ul><ul><ul><li>Have employees “sell” you and each other on the program regularly. </li></ul></ul><ul><ul><li>Ask clients how they found you. (And thank the person who referred them!) </li></ul></ul>
  13. 13. Celebrating <ul><ul><li>Hold regular meetings to share ideas and celebrate victories. </li></ul></ul><ul><ul><li>Develop incentive programs that fit your budget (or lack of budget.) Get creative! </li></ul></ul><ul><ul><li>Reward the behavior, not the result. </li></ul></ul><ul><ul><li>Imitation is the sincerest form of flattery – use your team’s best language in future outreach. </li></ul></ul>
  14. 14. Summary <ul><ul><li>Closing words : “Surprise-It’s free!” </li></ul></ul><ul><ul><li>Outreach is sales, and outreach is everywhere. </li></ul></ul><ul><ul><li>Be an expert in your mission and your client base. </li></ul></ul><ul><ul><li>Modify your language to meet your audience’s needs. </li></ul></ul><ul><ul><li>Your message is only as strong as your team’s ability to communicate it. </li></ul></ul><ul><ul><li>Ask for excellence, train for excellence, celebrate excellence. </li></ul></ul>