CompassCare CompassCare OT Executive TrainingOT Executive Training

Training Session 6Training Session 6

Marketing and AdvertisingMarketing and Advertising

Implementation ReviewImplementation Review

How are you doing?How are you doing? How was your 1:1 meeting with your How was your 1:1 meeting with your

Executive Coach?Executive Coach? Any Executive ICL issues?Any Executive ICL issues?

Book Material ReviewBook Material Review

The E-Myth RevisitedThe E-Myth Revisited by Michael by Michael GerberGerber

Marketing StrategyMarketing Strategy1.1. Seeing A/M women have their babies is Seeing A/M women have their babies is

a glorified sales process.a glorified sales process. If she does not buy security and peace-of-If she does not buy security and peace-of-

mind by the time she walks out our door, mind by the time she walks out our door, she will most likely have an abortion.she will most likely have an abortion.

2.2. It has been determined that in any It has been determined that in any given sales presentation, the sale is given sales presentation, the sale is made or lost in the first 3 minutes.made or lost in the first 3 minutes.

3.3. If every appointment with an A/M If every appointment with an A/M woman is a sales presentation, how woman is a sales presentation, how does that effect the way we view that does that effect the way we view that presentation, information and presentation, information and organization? organization?

i.e. Helpline, Reception, facility setup, dress i.e. Helpline, Reception, facility setup, dress codecode

Marketing DefinedMarketing Defined1.1. General Marketing: Everything we do General Marketing: Everything we do

and are, from how we serve A/M and are, from how we serve A/M women to what color we paint the women to what color we paint the wallswalls

2.2. Specific Marketing: What specific Specific Marketing: What specific media outlets we choose to use when media outlets we choose to use when acquiring patients and donors, and acquiring patients and donors, and exactly what we say, how we say it exactly what we say, how we say it and what is seen and heardand what is seen and heard

Marketing DefinedMarketing Defined CompassCare model is a new paradigm:CompassCare model is a new paradigm:

We do not operate under traditional polarizing We do not operate under traditional polarizing terminology (i.e. Pro-Life/Pro-Choice)terminology (i.e. Pro-Life/Pro-Choice)

We recognize that God has given humanity We recognize that God has given humanity free will, but that the choices a person makes free will, but that the choices a person makes are either positive or negative in nature with are either positive or negative in nature with corresponding consequencescorresponding consequences

Therefore, we will not engage in typical Therefore, we will not engage in typical debatesdebates

CompassCare model is a voice of reason CompassCare model is a voice of reason through obvious and compelling through obvious and compelling education-oriented medical serviceseducation-oriented medical services

Marketing ObjectivesMarketing Objectives1.1. Determination of Demographics and Determination of Demographics and

PsychographicsPsychographics Demographics: Who is our patient/donor?Demographics: Who is our patient/donor?

Ask everyone to fill out WCYE and Exit SurveyAsk everyone to fill out WCYE and Exit Survey Ask supporting college and high schools to have Ask supporting college and high schools to have

students fill out questionnaires as well (health students fill out questionnaires as well (health fairs, classroom presentations, assemblies, etc)fairs, classroom presentations, assemblies, etc)

Psychographics: Why do our patients Psychographics: Why do our patients seek and receive our services, or donors seek and receive our services, or donors support us?support us? Ask questions on feedback forms (WCYE, Exit Ask questions on feedback forms (WCYE, Exit

Survey) indicating preferences (color, words, Survey) indicating preferences (color, words, locations, etc)locations, etc)

Analyze those preferences and use in new Analyze those preferences and use in new marketing developmentmarketing development

Marketing ObjectivesMarketing Objectives1.1. Determine Geographic location of Determine Geographic location of

demographicdemographic Ascertain abortion break down by zip Ascertain abortion break down by zip

code from your State Dept of Vital code from your State Dept of Vital StatisticsStatistics

Determine from your Vital Statistics the Determine from your Vital Statistics the basic demographic information about basic demographic information about women getting abortions and how manywomen getting abortions and how many Race, gestational age, average education, Race, gestational age, average education,

payment method, insurance usedpayment method, insurance used Using addresses of current Using addresses of current

patients/donors to map geographic patients/donors to map geographic breakdown of current patient/donor basebreakdown of current patient/donor base

Marketing ExecutionMarketing Execution

1.1. Review outlines of Review outlines of The E-Myth RevisitedThe E-Myth Revisited and and The New Rules of Marketing & PR The New Rules of Marketing & PR with core staffwith core staff

2.2. Identify list of all current advertising Identify list of all current advertising outlets being used, and create wish list of outlets being used, and create wish list of those to add.those to add.

3.3. Identify advertising contract obligationsIdentify advertising contract obligations

4.4. Create list of donor communication pieces Create list of donor communication pieces to be implemented (i.e. direct mail, to be implemented (i.e. direct mail, newsletter, PrayerNet, emails, brochures)newsletter, PrayerNet, emails, brochures)

5.5. Create editorial calendar for Create editorial calendar for communicating new mission and core communicating new mission and core values in each venuevalues in each venue

Next Steps ReviewNext Steps Review

Brief review of upcoming ICL itemsBrief review of upcoming ICL items