2009 Virginia Tech Relay for Life

Marketing & Promotion:

Spreading the Message

Marketing the Mission

• Break the stigma of Relay as a “spring event”

• GLOBAL MOVEMENT TO END CANCER

Effective Marketing Campaigns

• Doing the RIGHT things RIGHT• Unexpected Marketing

– Locations •Bathroom Stalls

– (Everyone reads them…)

•Library cubicles – (Everyone procrastinates…)

•Chalking

Location, Location, Location

Library Cubicles:

Location, Location, Location

Chalking the “Heart of Campus”

Effective Marketing Campaigns

• Unexpected Marketing – Slogans

•Did that say what I thought it said? •People REMEMBER completely

outrageous marketing slogans

Effective Marketing Campaigns

• Target Marketing – Identify your weaknesses – Penetrate the markets

•Expand the Footprint

– Example: Freshman Cup Challenge

Effective Marketing Campaigns

• Educational Marketing – Breast Cancer Awareness

•Pilates for Pink

– Great American Smokeout•Quit Cold Turkey

– Benefits of Educational Marketing

Effective Marketing Campaigns

• “Subtle Marketing” – Brand exposure even if you don’t realize it

• Take advantage of your materials: pens, pencils, post its

– Incorporate the community• Pizza boxes, donation cans• “Footprints” in banks, grocery stores

Effective Marketing Campaigns

• WORD OF MOUTH– Cheapest and most effective marketing– Same as recruitment… spread the word

•Put a face to the mission and share your story

– Tee shirts •Hope shirts! •Reward participants

Effective Marketing Campaigns

• Utilize the ONLINE tools– WEBSITES, WEBSITES, WEBSITES

•Driving traffic to your website •“Hub of Relay”

– Facebook and social networking•Groups, fan pages•Facebook picture

Promotional Activities

• More than just traditional marketing• Reinforce and supplement • Maintain a constant presence

– Tie in to weekly fundraisers – Encourage TC to take

responsibility

Importance of Branding

Useful SKILLZCHAIN OF ENTHUSIAM

04/21/23

ACS

DIRECTOR

EXEC

COMMITTEE TEAM

TEAM CAPTAINS

PARTICIPANTS

CAMPUS