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Marketing Your RIM Program:A Hands-On Workshop<br />Jason C. Stearns, CRM<br />Corporate Vice President<br />Corporate Rec...
Learning Objectives<br />Upon completion of this session, participants will be able to:<br />Apply marketing principles in...
Learning Objectives<br />Upon completion of this session, participants will be able to:<br /><ul><li>Determine best market...
Develop workable marketing ideas for a    RIM Program</li></ul>Upon completion of this session, participants will be able ...
What is Marketing?<br />
All business activity involved in the moving of goods from the producer to the consumer, including selling, advertising, p...
What is Marketing?<br /> “The aim of marketing is to know the customer so well that the product or service…sells itself.<b...
The 4 “P’s” of Marketing<br />Product<br />
The 4 “P’s” of Marketing<br />Price<br />
Placement<br />Placement<br />The 4 “P’s” of Marketing<br />
The 4 “P’s” of Marketing<br />Promotion<br />
The 4 “P’s” of Marketing<br />?<br />?<br />?<br />?<br />?<br />
The Core Message<br />Your core message is the central piece to your marketing efforts:<br /><ul><li>It defines the main p...
It should be the basis for all marketing themes or topics that follow</li></li></ul><li>The Core Message<br />Your core me...
It should be simple and straight forward</li></li></ul><li>Branding<br />
	     Any name, term, 	design,     	    style, words, symbols or 	    other feature that identifies   	the goods or servic...
Benefits of a strong brand:<br /><ul><li>Communicates features, benefits, purpose
Identifies and differentiates product/service
Unifies marketing messages
Attracts the “customer”</li></li></ul><li>Branding considerations:<br /><ul><li>Communicates features, benefits, purpose
Identifies and differentiates product/service
Unifies marketing messages
Attracts the “customer”</li></li></ul><li>How well do you “know” these brands?<br />
i’m lovin’ it<br />
<br />The Real Thing<br />
The Company You Keep<br />
Macromodel of the Communications Process<br />SENDER<br />Encoding<br />Decoding<br />RECEIVER<br />Noise<br />Media<br />...
Cognitive<br />Stage<br />Behavior<br />Stage<br />Affective<br />Stage<br />Micromodel of the         Consumer Response P...
Creating the Campaign<br />
Establish the Core Message<br />
Develop Your Brand<br />RIM is In<br />RIM is IN <br />RIM is IN<br />RIM is IN<br />
Determine Your Budget<br />
Identify the Target Audience<br />
Start Designing<br />
Select Marketing Channels<br />s<br />Web<br />Print Media<br />Person to Audience<br />Events<br />email<br />
Decide on the Media Mix<br />
Measure the Results<br />
Pros & Cons<br />Intranet Sites<br /><ul><li>Low cost
Easy to maintain once set up
Fast and effective way to distribute your message</li></ul>$<br /><ul><li>Support is mixed
Can pre-approve content before posting
Will need to balance with other responsibilities</li></li></ul><li>Pros & Cons<br />Intranet Sites<br /><ul><li>Content an...
Must be maintained or users will stop visiting
Site style guide may limit options
Even with WYSIWYG interfaces, some knowledge of HTML is usually needed
May be dependent on another              area to publish
Reach may be narrow</li></li></ul><li>Pros & Cons<br />Presentations<br /><ul><li>Low cost (unless you buy lunch)
Can broadcast on the web to reach a larger audience for minimal cost
High quality graphics and clip art can be expensive</li></ul>$<br /><ul><li>External support is mixed
Can pre-approve content
Time consuming for all involved</li></li></ul><li>Pros & Cons<br />Presentations<br /><ul><li>Easier “sell” in a continuou...
May need to adjust message depending on audience
Space may be hard to get
Must be comfortable speaking in front of groups
Need experience using “slideware”
Subject can be dry</li></li></ul><li>Pros & Cons<br />Awareness Posters<br /><ul><li>Moderate to high costs to create
High distribution costs
Eye-catching and “sticky” method to   distribute your message</li></ul>$<br /><ul><li>Message can be targeted to address a...
Can pre-approve content
Support is mixed</li></li></ul><li>Pros & Cons<br />Awareness Posters<br /><ul><li>Very effective in common areas, lunch r...
May not be appropriate in all locations
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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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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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