Using multiple communication methods to promote a program
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Abstract
A crucial part of marketing community service and volunteering programs is promotion — getting the word out about what a program has to offer. This effective practice lists multiple communication methods useful for promotion and marketing, and is excerpted from materials developed by Campaign Consultation, Inc. and distributed at the AmeriCorps Directors Training Conference in Pierre, South Dakota, August 2001.
Issue
The promotion of a program and its services is part of an overall marketing plan that needs to be well-considered to be work.
Action
One critical element of a marketing plan includes promotion.- Use of multiple communication methods furthers the goal of promoting programs and services.
- Review the communications methods and check what your project has done or should do.
- Communication methods include:
- Advertising
- Billboards
- Annual reports
- Newsletters
- Endorsements
- Direct mail
- Editorials
- Feature stories
- Letters to the editor
- News conferences
- News briefings/ back grounders
- Media tours
- Posters
- Talk shows: guest callers
- Press releases/announcements
- Press advisory
- Prepared videos/photos/quotes
- Exclusives
- Public hearing/community forums
- Contests/award programs
- Case histories/white papers
- Presentations/interviews
Context
At some point, all programs need to market themselves — to grantees, prospective recruits, or the public. Marketing is a perspective that allows program directors to look at programs holistically. Effective marketing includes promotion as well as production and service.
Founded in 1988, Campaign Consultation, Inc., works with individuals and organizations, at the local, state, national, and international level, to advance community development, fundraising, diversity, issue advocacy, media and marketing, public policy, and organizational and business development campaigns.
Outcome
Effective promotion enables programs to reach critical audiences, showcase services, and garner support.
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