© 2009. National Council on Aging A non-profit service and advocacy organization

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© 2009. National Council on Aging A non-profit service and advocacy organization

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Improving the lives of older Americans

Marketing CDSMP: The Basics and Beyond

July 2010

© 2009. National Council on Aging A non-profit service and advocacy organization

Where We Are Headed

The Basics

The Beyond—Reaching To Harder

to Reach Populations

Questions, Learnings, Ideas from

the Field

© 2009. National Council on Aging A non-profit service and advocacy organization

The Basics

1

© 2009. National Council on Aging A non-profit service and advocacy organization

Thinking About Marketing

Building State and Local Capacity :

Two Sides of the Same Coin

© 2009. National Council on Aging A non-profit service and advocacy organization

Thinking About Marketing

Developing

a Strategic Plan

• Objectives

• Numbers, Timing

• Audiences

• Messages

• Vehicles

© 2009. National Council on Aging A non-profit service and advocacy organization

Thinking About Marketing

People Power • Capacity

• Expertise

• Advice

© 2009. National Council on Aging A non-profit service and advocacy organization

Thinking About Marketing

Relationships

Asset Mapping

• What relationships do you have?

• What relationships do you need?

Up Close and Personal

• Getting face to face Matters

© 2009. National Council on Aging A non-profit service and advocacy organization

Thinking about Marketing

Materials from CHA

© 2009. National Council on Aging A non-profit service and advocacy organization

Thinking About Marketing

Marketing materials are

available in the Grantees Only

section of the CHA website

www.healthyagingprograms.org

© 2009. National Council on Aging A non-profit service and advocacy organization

Thinking about Marketing

Materials available in Tools

and Resources section,

under Marketing and

Recruitment Materials for

CDSMP subheading

© 2009. National Council on Aging A non-profit service and advocacy organization

Thinking About Marketing

Central Information • 1-800 number

• Class schedule

• Resources for sites

© 2009. National Council on Aging A non-profit service and advocacy organization

Thinking About Marketing

• Messages that work

• It’s about life, not

health directly

• Watch your language

• Ongoing health

conditions

• Workshops

Why CDSMP?

• Feel better

• Regain control

• Be more independent

© 2009. National Council on Aging A non-profit service and advocacy organization

Thinking About Marketing

Iterative Evaluation:

Separating the Wheat from

the Chaff

If it is working, do MORE.

If it isn’t, STOP.

© 2009. National Council on Aging A non-profit service and advocacy organization

Reaching Beyond

3

© 2009. National Council on Aging A non-profit service and advocacy organization

Building a Community of

Feeder Relationships

Religious groups

Civic orgs. (e.g. Rotary)

Insurers

Providers (e.g., Community

Health Centers, MD assocs)

Existing coalitions (e.g.,

diabetes, arthritis, etc.)

Other state government

(e.g., Parks and Rec)

RSVPs

Mobilizing New Resources

Reaching Beyond

© 2009. National Council on Aging A non-profit service and advocacy organization

Reaching Beyond

Build and Work Your List

Building and maintaining a

database of people who called in

or who have demonstrated

interest is critical. dB dB

© 2009. National Council on Aging A non-profit service and advocacy organization

Reaching Beyond

Work the Word of Mouth

A network of

“ambassadors” and

“boundary crossers” can

talk up CDSMP programs to

potential recruits.

© 2009. National Council on Aging A non-profit service and advocacy organization

Reaching Beyond

Engaging Local Media

© 2009. National Council on Aging A non-profit service and advocacy organization

Reaching Beyond – New Populations

What’s Your Plan

within Your Plan?

• Objectives

• Numbers, Timing

• Audiences

• Messages

• Vehicles

© 2009. National Council on Aging A non-profit service and advocacy organization

Reaching Beyond – New Populations

Listening In: A Community

Organizing Approach

• Barriers

• Values

• Preferences

• Language

© 2009. National Council on Aging A non-profit service and advocacy organization

Customizing Your Materials and Messages

© 2009. National Council on Aging A non-profit service and advocacy organization

También en Español

© 2009. National Council on Aging A non-profit service and advocacy organization

Program Adaptations

Classes in different

languages

Men’s classes, men

leaders

New class sites

Curriculum changes (?)

© 2009. National Council on Aging A non-profit service and advocacy organization

Questions about Marketing

?

© 2009. National Council on Aging A non-profit service and advocacy organization

Ideas from the Field

4

© 2009. National Council on Aging A non-profit service and advocacy organization

Ideas from the Field

What’s Working for You?