BUSI 3338 Saint Marys CH7 Healthcare Marketing Communications Evaluation HW Assignment #3 Healthcare Marketing Communications Evaluation Assignment Instruc

BUSI 3338 Saint Marys CH7 Healthcare Marketing Communications Evaluation HW Assignment #3 Healthcare Marketing Communications Evaluation Assignment Instructions: Find a Non-Profit Healthcare Organization of your choice.Audit their Marketing Communications.Reflecting on Chapters 7 and 8, marketing communications, identify the key marketing communications strategies they are using and evaluate their effectiveness.Remember to use examples to demonstrate your points and include a snapshot example. BUSI 3338 (16/18)
NON-PROFIT MARKETING
Summer I 2020
MARKETING COMMUNICATIONS
FOR NONPROFITS
(Chapter 7)
2
COMMUNICATIONS
Communication is the process by which we
exchange or share meanings through a common
set of symbols.
3
COMMUNICATION PROCESS
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FEEDBACK
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Decode
Encode
Channel of
Sender
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Message
Message
Communication
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FEEDBACK
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4
WHAT IS PROMOTIONS ?
Promotion is communication by a nonprofit
organization to its various stakeholders (i.e., donors,
volunteers, clients, community). It can be:
✓ Informal via face-to-face conversation
✓ Formal via brochures, websites, advertisements,
etc.
PROMOTIONAL GOALS
For all organizations, promotions have the following
goals:
✓
✓
✓
✓
Inform
Persuade
Remind
Connect
PROMOTIONAL GOALS
For all organizations, promotions have the following
goals:
✓
✓
✓
✓
Inform
Persuade
Remind
Connect
For nonprofits, promotions is often used to achieve
the following:
✓
✓
✓
✓
✓
Identify the organization to the public
Create awareness of the organization to its stakeholders
Develop an understanding of the organizations work
Arouse interest in the organization
Keep the organization at the top of mind
TRADITIONAL MARKETING MIX
Product
Price
Promotion
Distribution
8
TRADITIONAL MARKETING MIX
Product
Price
Promotion
Distribution
Advertising
Personal Selling
Sales Promotions
Public Relations
9
TRADITIONAL MARKETING MIX
Product
Price
Promotion
Distribution
Advertising
Personal Selling
Sales Promotions
Public Relations
Database
Direct Sponsorship Digital
Guerilla
Marketing Marketing Marketing Marketing Marketing
10
ORGANIZING MEDIA
Paid Media
Earned Media
Owned Media
11
PAID MEDIA
With paid media, organizations pay for time or space
on a media channel (e.g., television, radio, website).
Paid media includes:
✓Traditional advertising
✓Digital advertising
✓Sales promotion
✓Direct marketing
✓Event marketing and sponsorship
12
EARNED MEDIA
With earned media, exposure results from the mass
media or word-of-mouth. These messages are picked
up and carried by the news media on behalf the
organization.
✓ Effectively acquiring earned media requires good
media relations. This is especially important for
small and medium sized nonprofits.
✓ A media kit is a must.
13
EARNED MEDIA
Best practices for relations with online newsrooms
(David Scott Meerman):
1.
2.
3.
4.
5.
6.
7.
Start with a needs analysis
Optimize your news releases for online browsing
Include multimedia content
Include transformative stories
Include valuable information
Include basic information about the organization
Call to action
14
EARNED MEDIA
Crisis communication involves using the media to
preserve and strengthen the organization’s long-term
reputation when it is threatened.
15
OWNED MEDIA
Owned media is when organizations develop and
publish their own content. This is primarily
accomplished via an organization’s website and
through social media.
16
OWNED MEDIA
Owned media is when organizations develop and
publish their own content. This is primarily
accomplished via an organization’s website and
through social media.
The Internet offers three significant opportunities:
1. Excellent medium for telling a story
2. Can complete a sale
3. Deals with mass customization
17
OWNED MEDIA
A company website should serve as the hub of an
organization’s information.
18
OWNED MEDIA
A company website should serve as the hub of an
organization’s information.
Questions to consider when designing and effectively
managing a website include:
✓ Who is the website designed for?
✓ What type of website do you have?
✓ Where can visitors use your website?
✓ Why do visitors come to your website?
19
OWNED MEDIA
Social media are forms of electronic communication
(e.g., social networking and microblogging) through
which users create online communities to share
information, ideas, personal messages, and other
content (such as videos).
20
OWNED MEDIA
• Social media has changed the landscape
✓From mass messages locally to intimate
conversations globally
• Marketers must see and use social media as an
opportunity to engage in conversation, create a
community, and connect with the audience to build
and nurture relationships
21
OWNED MEDIA
✓ Social media is interactive and social
• Messages are shared
• Marketer is not in control
22
OWNED MEDIA
✓ Social media is interactive and social
• Messages are shared
• Marketer is not in control
✓ Be vigilant in observing online behaviour and respond
immediately
• Co-marketing
23
OWNED MEDIA
✓ Social media is interactive and social
• Messages are shared
• Marketer is not in control
✓ Be vigilant in observing online behaviour and respond
immediately
• Co-marketing
✓ More sophisticated and immediate measurements of
the impact and effectiveness of communication
24
OWNED MEDIA
Important guidelines for effectively using social
media:
✓Know your audience
✓Have an objective
✓Listen first
✓Don’t be all things to all people
✓Don’t be afraid to enter the conversation
25
SOCIAL MEDIA OBJECTIVES
Promote
Products
Build
Relationships
Listen and
Learn
Manage
Reputation
Objectives
Improve
Customer
Service
26
Team Activity
Identify a nonprofit organization that engages in corporate social
networking.
1. What social media websites does the organization utilize?
2. Who do you think is the organization’s target market(s)? Do
they do a good job of targeting these markets through social
media? Explain.
3. Compare the organization’s social networking site with its
Website. How does the content and language differ?
4. Based on the organization’s social media content, what do
you think are its primary social media objectives. Explain.
5. How does the organization promote its products on its social
networking sites?
27
MARKETING COMMUNICATIONS PLAN
Issues to consider that can impact your marketing
communications plan include:
✓Your corporate, marketing, and promotional
objectives
✓Stage in the product life cycle
✓Your budget
✓The audience
28
DEVELOPING THE MESSAGE
Five characteristics of effective nonprofit
messages:
✓The power of one
✓Emotional content power
✓Personal identity
✓Facts and reasons
✓Call to action
29

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