Avoiding Common Mistakes in Advertising and PR
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This document discusses various topics related to marketing and operations for an addiction treatment center called Jaywalker Lodge. It addresses challenges like changing advertising rules, the importance of website design and content management, and tips for branding including using "We Believe" statements and principles of attraction. The document also outlines the primary and extended care programs at Jaywalker Lodge and emphasizes integrating marketing and operations.
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Avoiding Common Mistakes in Advertising and PR
- 1. …AND HOW YOU CAN AVOID MAKING THEM, TOO Bobby Ferguson | Founder, CEO | Jaywalker Lodge | April 20. 2012
- 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. THE AUDIENCE HAS BECOME THE EXPERT
- 9. 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
- 13. 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…
- 16. 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
- 18. OPERATIONS IS MARKETING (… AND MARKETING IS OPERATIONS!) OPEN COMMUNITY MODEL OF CARE JWL SEEKS “MOTIVATED” ADDICTS WE BELIEVE STATEMENTS
- 19. PRIMARY CARE EXTENDED CARE Arresting Addiction Initiating Life in Recovery Education Application Counselor directed Peer directed Secluded setting Community setting Intro to 12 Steps 12 Step Immersion Safe, secluded time out from Structured, hectic re-entry into life’s distractions real life recovery Letting go of substances Letting go of self
- 20. A – Main Lodge (Tx. Ctr.) 811 Main Court A B B – Transitional Living 725 Main Street C C – Transitional Living 734 Main Street D – Admin Offices 1152 Hwy 133 D
- 21. “We Believe” Statements ▪ 12 Core Values ▪ Read aloud weekly ▪ Staff and Patients ▪ Sound hokey? Perhaps... Try it!
- 23. 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
- 24. “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. It's strong language - but isn't it true?...” - Alcoholics Anonymous p. 37
- 29. 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?