MAKING THE HARD SELL - EFFECTIVE MARKETING OUTLINE
Intro (10 min)
Ø introductions
Ø goal: to learn about the process of marketing so that you can easily develop a program and increase your attendance.
Ø discuss each of the aspects listed below

v ask group "what is marketing?" and have then discuss this
v tell group that program marketing is essentially made up of 2 phases:
· program planning
· program publicity

§ each phase as 5 parts: WHO, WHAT, WHEN, WHERE, HOW

v use business analogy – tell RAs to pretend that the program is a product
 
 
 

PROGRAM PLANNING (10 min)
· remind RAs to plan the program like they would sell a new product

WHO Are They
· RAs must know your target group
§ floor, hall, first year students, juniors
§ would you plan a resume` program or one on job interviewing skills for first year students?
 

WHAT Do They Want/Need
· tell RAs they need to make an assessment
· have RAs talk to residents and ask them what they want
· tell RAs to pay attention to their floors and make observations (what are residents doing, what are they talking about)
· tell RAs to involve residents in the planning of the program
§ because residents will have a sense of ownership
§ because residents will feel more connected to the community
§ because others may be more inclined to come if their friend helped plan it
 

WHEN To Do The Program
· RAs will know the times/days when the most people are around
· tell RAs to not plan programs near the end of a week before vacation times no one will be around or interest in going to a program
· tell RAs to be aware of exam weeks are and plan around these
 
 

WHERE To Have The Program
· -tell RAs to make sure they have enough space for comfortable seating
· -tell RAs to be creative with the location
§ use the hallway or go outside instead of using the lounge
 

HOW Do You Present The Program
· tell RAs that they need to decide the best format
§ i.e. panel, game, lecture/discussion, etc.
 
 

PROGRAM PUBLICITY (10 min.)
WHO Are They
· discuss with RAs what types of commercials are on during certain programs (i.e. cartoons vs. "This Old House")
§ no Craftsman tool commercials during cartoons because there is no 5 year old that is going to build a deck.
· tell RAs that they must demonstrate selling points that are important for that group
§ i.e. social at beginning of year - meet people on the floor/hall, fun
§ test taking skills right before first exams
§ the audience must have personal investment in the subject matter to want to attend

WHAT Materials Are Available/Needed/Wanted
· i.e. newsprint, markers, video camera, TV/VCR
· be creative
§ discuss with RAs a program that you know of that utilized materials that most people would not readily associate with a program

WHEN Should You Publicize
· discuss that is not good to publicize a week ahead or day of because in general that is bad timing (discuss instances when that type of timing is good)
· discuss why taking down flyers periodically is beneficial
§ if flyers are constantly changing residents will be more likely to look at them rather than ignoring them

WHERE Is The Best Place To Publicize
· bathroom doors, stall doors, room doors, etc.
· discuss the pros and cons to various sites
· also discuss relevant posting policies

HOW To Publicize
· discuss how to be creative
§ door hangers
§ use tape to spell out specifics on the floor (if okayed by supervisor)
§ toilet sashes
§ suspense/teaser advertising (start publicity about a week in advance)
¨ give only one clue at a time
§ invitations
¨ invite individuals that may have the particular interest
¨ invite informal leaders that can motivate others to attend
§ make large banners
§ create creative flyers
§ use sandwich boards at entrances of buildings/hallways
· discuss how publicity can be eye-catching
· if you use photocopies, use markers to spruce it up
· use catchy titles to peak interest
· you are limited only by your imagination
 
 

INCENTIVES
· prizes/gift certificates (esp. programs concerning alcohol, ones which are hard to get people to attend)
· Bingo: coupon for free bingo card or bingo card with date and time of game on reverse side serves as the advertisement. Each consecutive Bingo card is a quarter.
· have food available
· offer money (i.e. raffle)
 

Ø If you follow these strategies you will get a larger audience, you will have to knock on fewer doors, and you will also FUN!
 

DO WORKSHEET (20 min)
 
 
 
 

PROGRAM PLANNING
WHO Are They
 
 
 
 
 
 

WHAT Do They Want/Need
 
 
 
 
 

WHEN To Do The Program
 
 
 
 
 

WHERE To Have The Program
 
 
 
 

HOW Do You Present The Program
 
 
 
 
 
 
 
 
 

PROGRAM PUBLICITY
WHO Are They
 
 
 
 
 
 

WHAT Materials Are Available/Needed/Wanted
 
 
 
 
 

WHEN Should You Publicize
 
 
 
 
 

WHERE Is The Best Place To Publicize
 
 
 
 
 

HOW To Publicize
 
 

PROGRAM PLANNING

WHO Are They
? You must know your target group
? floor, hall, first year students, juniors
? would you plan a resume` program or one on job interviewing skills for first year students?
 

WHAT Do They Want/Need
? you need to make an assessment
? talk to your residents and ask them what they want
? pay attention to your floor and make observations (what are residents doing, what are they talking about)
? involve your residents in the planning of the program
? because residents will have a sense of ownership
? because residents will feel more connected to the community
? because others may be more inclined to come if their friend helped plan it
 

WHEN To Do The Program
? you best know the times/days when the most people are around
? generally, do not plan programs near the end of a week before vacation times no one will be around or interest in going to a program
? be aware of exam weeks and special events and plan around these

WHERE To Have The Program
? make sure you have enough space for comfortable seating
? be creative with the location
? use the hallway or go outside instead of using the lounge
 

HOW Do You Present The Program
? you need to decide the best format
? i.e. panel, game, lecture/discussion, etc.
PROGRAM PUBLICITY
? Pretend you are publicizing for a product
 

WHO Are They
? you must demonstrate selling points that are important for your audience
? i.e. social at beginning of year - meet people on the floor/hall, fun
? test taking skills right before first exams
? the audience must have personal investment in the subject matter to want to attend

WHAT Materials Are Available/Needed/Wanted
? i.e. newsprint, markers, video camera, TV/VCR
? be creative

WHEN Should You Publicize
? generally, it is not good to publicize a week ahead because in general that is bad timing
? take down flyers periodically
? if flyers are constantly changing residents will be more likely to look at them rather than ignoring them

WHERE Is The Best Place To Publicize
? bathroom doors, stall doors, room doors, etc.
? be aware of posting policies

HOW To Publicize
? be creative
? door hangers
? use tape to spell out specifics on the floor (if okayed by supervisor)
? toilet sashes
? suspense/teaser advertising (start publicity about a week in advance)
? give only one clue at a time
? invitations
? invite individuals that may have the particular interest
? invite informal leaders that can motivate others to attend
? make large banners
? create creative flyers
? use sandwich boards at entrances of buildings/hallways
? make publicity eye-catching
? if you use photocopies, use markers to spruce it up
? use catchy titles to peak interest
? you are limited only by your imagination
 
 
 

Gavin Henning
Research Associate
Office of Student Life
University of New Hampshire
 
 

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