This document outlines a hands-on workshop focused on marketing records and information management (RIM) programs, detailing learning objectives and strategies for creating effective marketing campaigns. It covers essential marketing principles such as the 4 P's (product, price, placement, promotion), branding, and communication processes, while also discussing various marketing channels and their pros and cons. Additionally, it emphasizes the importance of core messages, audience targeting, and effective design elements in campaign development.

1. Marketing Your RIM Program:A Hands-On WorkshopJason C. Stearns, CRMCorporate Vice PresidentCorporate Records ManagerNew York Life Insurance CompanyEducationCode: FR03-2178

2. Learning ObjectivesUpon completion of this session, participants will be able to:Apply marketing principles in promoting a RIM programIdentify steps for creating a RIM marketing campaign

3. Learning ObjectivesUpon completion of this session, participants will be able to:Determine best marketing options based on budget, executive support and corporate culture

4. Develop workable marketing ideas for a RIM ProgramUpon completion of this session, participants will be able to:

5. What is Marketing?

6. All business activity involved in the moving of goods from the producer to the consumer, including selling, advertising, packaging, etc.

7. What is Marketing? “The aim of marketing is to know the customer so well that the product or service…sells itself. …All that should be needed then is to make the product or service available.”Peter Drucker1909-2005

8. The 4 “P’s” of MarketingProduct

9. The 4 “P’s” of MarketingPrice

10. PlacementPlacementThe 4 “P’s” of Marketing

11. The 4 “P’s” of MarketingPromotion

12. The 4 “P’s” of Marketing?????

13. The Core MessageYour core message is the central piece to your marketing efforts:It defines the main purpose or point you are trying to convey

14. It should be the basis for all marketing themes or topics that followThe Core MessageYour core message is the central piece to your marketing efforts:No matter how your program changes, the core message should remain the same

15. It should be simple and straight forwardBranding

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

17. Benefits of a strong brand:Communicates features, benefits, purpose

18. Identifies and differentiates product/service

19. Unifies marketing messages

20. Attracts the “customer”Branding considerations:Communicates features, benefits, purpose

21. Identifies and differentiates product/service

22. Unifies marketing messages

23. Attracts the “customer”How well do you “know” these brands?

24. i’m lovin’ it

26. The Real Thing

28. The Company You Keep

29. Macromodel of the Communications ProcessSENDEREncodingDecodingRECEIVERNoiseMediaMESSAGEResponseFeedback

30. CognitiveStageBehaviorStageAffectiveStageMicromodel of the Consumer Response ProcessAwarenessConvictionKnowledgePreferenceLikingAction

31. Creating the Campaign

32. Establish the Core Message

33. Develop Your BrandRIM is InRIM is IN RIM is INRIM is IN

34. Determine Your Budget

35. Identify the Target Audience

36. Start Designing

37. Select Marketing ChannelssWebPrint MediaPerson to AudienceEventsemail

38. Decide on the Media Mix

39. Measure the Results

40. Pros & ConsIntranet SitesLow cost

41. Easy to maintain once set up

42. Fast and effective way to distribute your message$Support is mixed

43. Can pre-approve content before posting

44. Will need to balance with other responsibilitiesPros & ConsIntranet SitesContent and language can be made to fit culture

45. Must be maintained or users will stop visiting

46. Site style guide may limit options

47. Even with WYSIWYG interfaces, some knowledge of HTML is usually needed

48. May be dependent on another area to publish

49. Reach may be narrowPros & ConsPresentationsLow cost (unless you buy lunch)

50. Can broadcast on the web to reach a larger audience for minimal cost

51. High quality graphics and clip art can be expensive$External support is mixed

52. Can pre-approve content

53. Time consuming for all involvedPros & ConsPresentationsEasier “sell” in a continuous education culture

54. May need to adjust message depending on audience

55. Space may be hard to get

56. Must be comfortable speaking in front of groups

57. Need experience using “slideware”

58. Subject can be dryPros & ConsAwareness PostersModerate to high costs to create

59. High distribution costs

60. Eye-catching and “sticky” method to distribute your message$Message can be targeted to address a specific issue

61. Can pre-approve content

62. Support is mixedPros & ConsAwareness PostersVery effective in common areas, lunch rooms, etc.

63. May not be appropriate in all locations

64. Target audience may tune out the message

65. Design will make or break the campaign

66. More effective in targeted bursts

67. Don’t forget to take the posters downPros & ConsEducational BrochuresHigh costs to create

68. High to very high distribution costs

69. High “pass-a-long” value lowers overall cost$Creates high visibility for the department

70. Can pre-approve content

71. Very time consuming to create and maintainPros & ConsEducational BrochuresFits in well as part of new hire orientation and other trainings

72. Can be made available in multiple locations

73. Target audience may not read them

74. The Communications Dept. can help (if you have one)

75. Test drafts on trusted colleagues

76. Some subjects may be too complex$Pros & ConsEducational & Awareness EventsCosts vary widely (watch out for travel)

77. Potentially high distribution costs

78. High visibility and impact lowers overall cost

79. Message can be targeted to address a specific issue

80. Difficult to “stay on message”

81. Very time consuming to plan and coordinatePros & ConsEducational & Awareness EventsMay not have the right venue

82. Great way to put faces to names

83. Theme may not speak to all audiences

84. Best for general awareness

85. No wallflowers allowed

86. Good way to involve coordinators and/or departments$Pros & ConsGiveaways/Promotional ItemsHigh to very high cost

87. Tax considerations

88. High visibility may lower costs but may also interfere with your message

89. May be viewed as wasteful

90. Management may want tighter control over your project

91. Can create goodwill for the entire departmentPros & ConsGiveaways/Promotional ItemsVarious restrictions may prevent them

92. Any appearance of favoritism will damage your reputation

93. When well done, they are very popular

94. Mark promotional items with your brand

95. Pick something unique and fun

96. Be sure items are a good fit with the corporate imageInformation DesignTYPOGRAPHYCOLOR

97. Information DesignLayout – please don’t abuse the real estateDo not crowd your document with too much text

98. The use of whitespace helps draw attention

99. Use high quality graphics or none at all

100. Adjusting text and graphic alignment can reinforce and emphasize aspects of your message Information DesignLayout – please don’t abuse the real estateWhich would you rather read?

101. Information DesignRECORDS MANAGEMENT POLICYCorporate Records Management Office

102. Information DesignRecords Management Policy Corporate Records Management Office

103. Information Design

104. Information DesignTYPOGRAPHY – there’s more to life than ArialThe proper use of fonts help deliver your message

105. Too many fonts are worse than too few

106. Serif fonts are best for large blocks of text

107. Sans serif fonts are best for headlines and the web

108. As readers, we rely more on the shapes of words rather than the individual lettersInformation DesignType “Families”Old Style.........................................GaramondTransitional.....................................BookmanModern..............................................CenturySlab Serif.........................................CourierSans Serif............................................LucidaDisplay Type...............................Baby Kruffy

109. Information DesignCOLOR – are you saying what you think you’re saying?Advantages of using color:Increases the willingness to read up to 80%

110. Increase motivation by up to 80%

111. Accelerates recall as much as 78%

112. Impacts the readers’ acceptance or rejection of themessage by 60%Information DesignCOLOR – are you saying what you think you’re saying?Challenges of using color:Prior associations may impact the message

113. Color on color can reduce legibility

114. Reproduction is often inconsistent

115. The “meaning” of a color varies by cultureInformation DesignCOLOR – are you saying what you think you’re saying?STOPGO

116. Information DesignCommon American/European interpretations of Color: RED excitement, danger, lossORANGE energy, warmth, cheerfulnessYELLOW sun, caution, illnessGREEN environment, life, growth, moneyBLUE water, cold, calm, masculinityPURPLE rage, power, royalty, religionWHITE peace, purity, virginity, BLACK mourning, formal, sophistication

117. Information DesignCommon Eastern interpretations of Color: RED luck, celebration, bridalORANGE spirituality, creativity YELLOW courage, nourishing, merchantsGREEN religion, exorcism, cheatingBLUE heaven, spirituality, immortalityPURPLE expense, wealth, virtueWHITE death, funerals, mourningBLACK trust, quality, childhood/youth

118. Make it FUN!

119. It doesn’t hurt to try

120. Use your network to share ideas

121. Look for inspiration everywhere

122. Take time to look at the big picture

123. You’re more creative than you think

124. Don’t be afraid to try something new

125. Thank you!Jason C. Stearns, CRM jasoncstearns@mac.comjasonstearnscrmjasoncstearns

126. Marketing Your RIM Program:A Hands-On WorkshopPlease Complete Your Session EvaluationJason C. Stearns, CRMCorporate Vice PresidentCorporate Records ManagerNew York Life Insurance CompanyEducationCode: FRO3-2178