An overview of marketing planning and outreach for student organizations. Presented at the Western Michigan University Student Activities and Leadership and Involvement Conference August 21, 2015 in Kalamazoo, Michigan. Joe VanDerBos, Marketing Manager at Sindecuse Health Center, WMU

1. SMART MARKETING
FOR
2015 Leadership & Involvement Conference
SUCCESSFUL
EVENTS

2. WHO?

3. WHO ARE YOU?
Your organization or cause, that is.
Know who you are before you start.

4. Start with your
organization’s
MISSION
Why are
you doing
an
event?
How does
it relate to
your
mission?

5. YOUR
MESSAGEshould reflect that
connection to mission.
ON POSTERS IN SOCIAL MEDIA
EVERYWHERE

6. Event volunteers should all know
WHY the group is doing the event––
that way…
COHESIVE
Then, you are on
your way to a
RAND BRAND BRAND BRAND BRAND BRAND BRAN

7. YOUR
AUDIENCE
WHO ARE YOU
TRYING TO REACH?
has a better chance of
embracing your
message.

8. If you said
“EVERYONE”You’re not doing it right.
Spend some time identifying
and understanding
who
they
are.
what they
respond to.

9. QUICK EXERCISE
Spend 2 minutes writing a statement about the purpose of an
event you have worked on in the past or plan in the future:
“We want to get more students involved in _____ by donating
_____ (time, money).”
“We’re here to raise awareness of _____ and get students to
_______ before ____(date).”
“We’re seeking new members who want to improve
_____ on campus.”

10. PLANNING
Some clever know-it-all once said:

11. I say:
FAILING TO PLAN
IS PLANNING TO FAIL.

12. START EARLY. MAKE LISTS.

13. ORGANIZE BY:
WHO WHAT WHERE WHEN
WHY

14. WHO WILL BE
INVOLVED?
Use commitment forms
and reminders.
Schedule time slots,
don’t rely on verbal and
memory alone.
Assign specific duties
during event for a
seamless run, not just
“volunteers”

15. WHAT’S THE BEST
LOCATION? …for your audience?
What is the most-trafficked spot on your
campus?
Do you need permission?
Get it now, don’t wait.

16. WHAT ELEMENTS DO
YOU NEED?

17. HOW LONG
SHOULD IT LAST?

18. USE GOOGLE DOCS TO
TRACK, PLAN.

19. PUBLICITY
AND
MARKETINGMaking the right choices.

20. WHO WHAT WHERE WHEN
Assume no one knows what you
are talking about.
KISS: Keep it simple smarty.
Use social media for maximum
reach per $.
Messages should
emphasize key points
Consistency… use a single simple
image or graphic to illustrate.
WHY

21. HOW SHOULD YOU
REACH PEOPLE?
SOCIAL MEDIA, DIGITAL
Facebook event page? Almost always a good idea
Twitter account? Resist the urge to create a new one
Video to highlight or explain an issue before the event?
Other platforms for reminders day of: SnapChat, YikYak, others?

22. POSTERS
Raise awareness for people
who don’t go to the event
Will it be memorable,
catchy, visual?
Regulations: Are there
restrictions on posting?
If funded by fees, does it need
special notice?
Bulletin Boards:
need to plan, schedule ahead.

23. NEWS
OUTLETS
Something new, different, unusual
Emotional impact
Long lead time
Does it look like action?

24. GUERILLA
MARKETINGNot ‘Gorilla’
Chalking
(get the water-soluble kind)
Beware of stickers.
Think carefully about it could
affect perceptions.
Shaking a sign, costumes,
props, flashmobs.
Where’s the line between
annoyance and effectiveness?

25. ENGAGING
YOUR AUDIENCE
They don’t care.
Show them why they should.
What can you do to engage them?

26. SHOW
ENTHUSIASM
with a
reason

27. BE INCLUSIVE,
BE CREATIVE.
Invite participation.
Make it as low a
barrier as possible.
Petition? Make it
showy and colorful.
Donation? Make it
visible, social and
recognized.

28. Brainstorm.
Anything goes…you
can scale back after
getting a great idea.
Is there an activity
you can engage
them in?
Offer an incentive.
Enter a drawing for
a chance to win a
prize.

29. Maybe sitting
at a table isn’t
the best way to
promote your
organization.
Maybe the outreach
is unconventional.

30. Make a commitment to talk 1-to-1 with 5 people over a week?
Volunteer to speak to your classes with instructor permission
Offbeat campaigns: Day of Silence, Blue Ribbons.
WHY NOT…
1 to 1 to a class Something
else?

31. QUICK EXERCISE
Stand up and find a partner.
Imagine you’re staffing an event and have a short time to explain
your purpose to each other.
Tell each other about the purpose of your group.
Give each other some feedback about the pitch.

32. THE DAY
BEFORE
Confirm participation, schedules,
event location
Gather materials. Don’t forget
supplies like tape, clips, scissors,
stapler
Name tags make it look official
Meet with event volunteers before
the event

33. Be set up before
promoted time,
Stay until the end.
EVENT DAY
Record testimonials
about event, take
video of people
saying how great it
was, or talking about
the activity.
Post to social media
during event—who is
responsible? Don’t
leave it to ‘everybody
can’ –nobody will.
✔

34. EVENT DAY
Think about post-
event publicity during
the event. Can you
run a poll and
publicize results?
Take photos that
explain or illustrate,
ask a volunteer to
be responsible.
Track results: how
many visitors, X
handed out, etc. This
might be important
later if you will apply
for grant funding.
YES
NO

35. MAKE IT ALL
BUSINESS, IN A
FRIENDLY WAY.
See a friend you haven’t seen in
a while? Stick to the event, make
a plan for catching up later.
Don’t block the table––this isn’t
time for socializing among
volunteers.
Keep focused on getting the
message across.

36. WORST CASE
SCENARIO

37. THE DAY AFTER
( OR WITHIN A WEEK )
Review what worked, what didn’t, and why
Follow up with anyone who had a question that
wasn’t answered.
Follow up with news outlets, letter to editor
thanking for coverage, note to venue host
thanking for assistance.
Post photos and summary to event page

38. FEEDBACK?

39. THANK YOU.
Images and inspiration courtesy of student groups at Sindecuse Health Center,
Western Michigan University including:
Student Health Advisory Council LINK
Theatre for Community Health LINK
Western H.E.R.O.E.S. bystander intervention program LINK
F.I.R.E. Fighting Ignorance and Rape through Education LINK
Sexual Health Peer Education LINK
GO MAKE AN IMPACT ON
YOUR CAMPUS!