Documents
Resources
Learning Center
Upload
Plans & pricing Sign in
Sign Out

betty lochner grassroots_marketing

VIEWS: 1 PAGES: 16

									Innovative Grassroots Outreach


             NAST Conference
             December 2006

              Betty Everitt Lochner, Director
              Washington’s Guaranteed Education
              Tuition (GET) Program
              bettyl@hecb.wa.gov
              www.get.wa.gov
    Innovative Grassroots Marketing
    Overview

       What is grassroots marketing?
        –   Connecting with existing and prospective
            customers through non-traditional marketing
            methods
        –   Focuses less on selling a product and more on
            building relationships




2
    GET Program Goal

       Inform families about the need to save for
        college and provide a safe an affordable way
        to save
        –   Especially important to get this message out to
            moderate income families who are likely to
            receive only loans as financial aid




3
    Reaching Our Goal

       GET’s grassroots outreach
        –   Outreach specialists
        –   Other outreach strategies




4
    Outreach Specialists

       Who are they?
        –   Current account holders
        –   Stay-at-home moms
        –   Retired teachers
        –   College students
       They must be:
        –   Trustworthy/work well unsupervised; best if referred
        –   Advocates for higher education



5
    Outreach Specialists

       How does it work?
        –   Full-time Outreach Manager coordinates all
            activities for the Outreach Specialists
                Orders marketing materials
                Provides logistics
                Makes assignments
                Trains specialists
                Recruits new specialists
                Processes paperwork


6
    Outreach Specialists

       What do they do?
        –   Represent the program at various events:
                County fairs
                   – In summer 2006 – specialists attended 6 fairs statewide,
                     39 days, staffed with two outreach specialists at each fair,
                     making almost 4,000 contacts
                   – Visited television, radio and newspaper media at fair
                     locations




7
    Outreach Specialists

       What do they do? (continued)
        –   Represent the program at various events:
                PTA meetings
                Employer benefit fairs
                Private school visits
                Annual conferences (e.g., school principals and
                 directors, cities, counties and other local governments)




8
    Outreach Specialists

       How are they compensated?
        –   Paid $50 for each presentation or $150 for all day
            events plus all travel expenses
        –   Required to submit participant evaluations prior to
            payment




9
     Outreach Specialists

        Advantages
         –   Opportunity to reach more communities
                 Allows more representation in counties outside the greater
                  metropolitan media buy locations
                 Provides access to culturally diverse groups -
                    – we have specialists fluent in Spanish and Chinese
                    – marketing materials have been translated into those languages
                 Specialists already have contacts in the community
                    –   word of mouth is our biggest referral source
         –   Bring fresh and alternative marketing ideas
         –   Reduce travel expenses

10
     Outreach Specialists

        Possible pitfalls
         –   Less control over the “program message”
                 Recommend training and thorough screening of
                  specialists
                 Connection to call center and resources
         –   Can be difficult to assess potential problems
                 Lack of direct supervision




11
     Other Grassroots Strategies

        Direct Mail
         –   School principals and superintendents
         –   PTA presidents
         –   State agency HR directors
         –   Doctor and dentist offices
         –   Employers that offer payroll deduction
        Presentation kits
         –   Can’t always send a representative to an event
                 Includes: a video tape presentation, brochures with enrollment
                  forms, and giveaway items (mugs, t-shirts, pens, etc.)

12
     Other Grassroots Strategies

        Payroll deduction
         –   Visit larger employers to encourage them to offer
             payroll deduction to their employees
         –   Attend employee benefit fairs when employers
             offer payroll deduction




13
     Other Grassroots Strategies

        Hospitals - new baby packets
        County vital records - birth certificates
        Annual newsletter to current customers
         –   encourage purchases for gifts during the holidays
         –   recruit ambassadors and specialists




14
     Other Grassroots Strategies

        GET program ambassadors
         –   Employees, friends, participants wear “GET wear”
             (articles of clothing with program logo) and
             handout freebies when they are out in the
             community.
         –   Tell-a-Friend “button” on the GET Web site.




15
        Betty Everitt Lochner, Director
     Guaranteed Education Tuition Program
             bettyl@hecb.wa.gov
               www.get.wa.gov




16

								
To top