Opportunities and Challenges for Communicators
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Opportunities and Challenges for Communicato The Public Health Marketing Project Kevin W. Leitz Director, Health Promotion & Communicatio Saginaw County Department of Public Healt
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The Public Health Marketing Project. Opportunities and Challenges for Communicators. Kevin W. Leitz Director, Health Promotion & Communications Saginaw County Department of Public Health. Why do we market ourselves?. Recognition - brand identity Competitive advantage - PowerPoint PPT Presentation
Transcript of Opportunities and Challenges for Communicators
Opportunities and Challenges for CommunicatorsThe Public Health Marketing Project
Kevin W. LeitzDirector, Health Promotion & CommunicationsSaginaw County Department of Public Health
Why do we market ourselves?
Recognition - brand identity
Competitive advantage
Force perception change
Public Health Marketing Project
-designed to provide the tools and framework for galvanizing a much broader public understanding of our public health function.
Public Health Marketing ProjectThe survey at a glance:
(EPIC MRA, Nov. 2005)
69% were “aware” of a public health department serving theircommunity
The majority of these people said they were “only a little/not atall familiar with specific public health programs
What does this tell us?Portrays a less than desirable education level of what the general public knows about why we exist and what we do!
Identity Crisis!
Create a broader knowledge baseGoals:Present public health challenges
Smarter constituents speak loudly to policy makers
Force change = $’s for public health
Will this alone provide each of you the “unique” branding you are looking for?
The dreadful marketing task…Why?
1.) Takes time
2.) Prior bad experience (was it throwing away money???)
3.) I’m already good at what I do (sit by the phone)
4.) Please, no more “rubber chicken” networking events
5.) Don’t know how to start or what to do
6.) It doesn’t work! Why should I waste time and money
Believe in it!Create a belief system for your local marketing
-marketing is not “selling”
-what you believe about marketing your organization and what it has to offer is profoundly important in your development efforts
Base your marketing on a clearly defined mission and vision –who do you want to serve and how you are going to serve them.
Focus not on “what’s in it for me, but “what’s in it for them”. How can you best solve a clients problem and provide/createperception of value?
Believe in what?Define your niche capabilities
-efficacy in targeting certain audiences
-position yourself as the topical EXPERT!
-the result will distinguish the organization
Why should you believe so strongly?It’s your “natural” market defined by:
-contacts, reputation, expertise, experience
Web statistics - know where your web traffic is headed?
Know what angers you…What motivates you to act will likely motivate others…
…including stakeholders and others in your community.
Also consider:Revenue generators (ROI calculations)Areas where there is solid collaborative support
Who’s in charge!
One person designated as the “go to” personEliminates opportunities for:
-fragmented message and delivery
-message becoming diluted
Create measurable tags…
Lead generation and lead conversionCan you effectively measure your conversion results?
Inform staff of marketing activitiesAre they asking customers how they reached you?Make sure they understand what you are measuringCommunicate results back to “go to” person
Use your web page to act as a gaugeCreate unique landing pages for campaignsDrive traffic to page through marketing
Put logos on all material that leave your doorBe consistentCreate your “brand” identity
