AHSC 260/02




Pre Program Tas
February 14 2022

Program Promotion
k

 Updated Schedule
● Today: Program Promotion + Guest on Zoo
● February 21: Quiz 1 onlin
● February 28 : Midterm brea
● March 7: Assignment 2 part 1 + Budgetin
● March 14: Evaluation + Guest Speake
● March 21 : Guest on Zoom + Exam revie
● March 28: Final Exa
● April 2: Assignment 2 part 2 + Presentation
● April 11: Presentations + Professional Merit points
m

 Conduct
Summative
Make Evaluation
Assess
adjustments
Participants’
and continue
Needs
implementation
Identify Plan and
Organizational
Design
Philosophy and
Conduct programs
Mission
Formative
evaluation Engage in
Pre-program
Implement
tasks
program

 Objectives
● Students will start the reflection about program
promotion in the context of pre-program task

● After class students will have explored basic program

promotion concepts and can explain the

● After class students have considered the implications of

using different program promotion tools and can explain
why they would choose one over anothe

● Students can identify how is the organization you will

interview promote their programs

● Students can identify if the organization they interview

has a strong brand presence

● Students will look at real-life promotional examples

 Marketing

● Marketing is a mix of strategies to build strong

customer relations for the purpose of
● Identify, attract, keep and satisfy the custome
● Better participation, attendance and sale
● One marketing strategy is promotio

● Markets are specific groups of people

consisting of individuals who have certain
needs and are willing to exchange something of
value to satisfy those needs
n

 Market Segmentation

● Process of dividing a total market into groupings consisting of

people who have relatively similar service need

● Geographical (country, region, city, town)

● Psychographic (personality or character traits)
● Demographic (age, gender, socio-economic class)
● Behavioural (brand loyalty, usage rate, ability level)
● Lifestyle (activity needs, interests, preferences)
s

 Identifying Target Markets

● Who is the target audience
● Picking a target population may seem obvious, but you
must ask some important question:
● Who will pay for the services
● Who will decide who participate?
● Which population can we easily influence about the benefits
of our program
?
?

4 P’s of Marketing

 Promotion

●Any form of communication used to inform,

persuade, remind, and/or educate people about a
program and it’s benefit
● creating positive public awareness about a product, service,
organization or event so that people will purchase i

●If customer not made aware of programs (where,

when, what), little chance that it will succeed
s

 Ways to Promote
1. Advertisin
● Paid, non-personal, communication regarding programs,
events, etc
● Billboards, signs, magazines, newspapers, radio, t
**focus on this toda

2. Publicit
● Non-personal communication
● Message controlled by media because not paid for
● Feature newspaper article, public service announcemen
http://montrealgazette.com/life/cummings-centre-programs-
help-seniors-with-fitness-and-quality-of-life
.

 Ways to Promote
3. Personal sellin
● Using personal influence to affect potential
participant behaviou
● One to one contac
● Manipulation vs word of mouth?

4. Sales promotio
● Paid communication activities (other than
advertising) that stimulate potential participant
behaviou
● Incentives, giveaways, 2 for 1 registration
demonstrations, limited time offer
● Not part of ordinary promotion
routine
r

 The Program Life Cycle

maturity saturation

extension

Take off decline

petrifaction

introduction death

Time
 Promotion based on stage?
● Introductory stage
● Inform and educate prospective customers/participants

● Middle stage (take off, maturity)

● Persuade and remind clients of the availability & benefits of the
service

● Final stage (saturation, decline, extension, petrification, death)

● Reduce or phase out promotional efforts

 Activity – What stage?

● Star Buck

● Girl Guide

● Apple Product

● Tim Horton

● Dunkin Donut

● Magic Bulle

● YMC

● Online Gamblin

● Cross fi

● Paleo Lifestyl

● Space Travel
A

 Promotional Considerations
● What are the promotional goals?
● Inform
● Educate
● Persuade
● Remind

● Who is the target audience?

● How they live
● Where they go
● What they are most likely to look at, listen to, or read

● What is the budget?

● Consider both dollars spent and also staff efforts

 Promotional considerations cont….

● Which promotional technique is most appropriate for the program?
● Different media have different strengths/potential for communicating
different kinds of messages

● What is the time frame?

● Timing of promotional effort in relation to timing of the event
● Lead-time required to create the promotional piece

 Tools for Promotion

(Advertising)
● Broadcast Medi
● Technolog
● Display Medi
● Presentation
● Print Medi
● Other
a

 Broadcast Media
● Radi
● Television

● Strengths and weaknesses?

● For what purpose would you use this tool
● Cost
https://www.youtube.com/watch?v=pASE_TgeVg8
?

 Emerging Technology
● What are some of the emerging technology
● Electronic Kiosk
● Internet (promotional email and website
● Social Media and viral message
https://www.youtube.com/watch?v=2GjVG_DguQY
●Strengths and weaknesses?
●For what purpose would
you use this tool
●Cost?
?

 Display Media
● Billboard
● Bulletin board
● Exhibit
● Point of purchase advertisin
● Posters
● Sign
● Strengths and weaknesses?
● For what purpose would you use this tool?
s

 For outdoor promotion consider…

● Easy to see and read at high spee

● Visually striking and grabbing; make use of unique size

or shap

● Opportunity to reinforce message customer received

via another mediu

● Uses seven words or less

e

 Presentations
● Public speaking at clubs, schools, religious institutions
and conference

● Strengths and weaknesses?

● For what purpose would you
use this tool?
s

 Print Media
● Annual report • Strengths and
weaknesses?
● Brochure
• For what purpose would
● Flier you use this tool?
● Magazine a
● Newsletter
● Newspapers ad
s

Brochure
 The important parts of a brochure?
● Titl ● Schedul
● day, time, duratio
● Addres
● Target populatio
● Phone numbe
● Descriptio
● E-mail addres
● Testimonia
● Web pag
● Sponsor
● Contact nam ● Registration inf
● Log ● Registration for
● Vision statemen ● Fees
● Mission Statement
Consider layout design, eye candy, paper type
e

 Promotional items should…

● Include simple/clear/conversational languag
● Humanize content by referring to the 5 sense
● Provide details about the program (who, what, when, where,
why, how)
● Give testimonial
● Repeat key word
● Use the inverted pyramid writing metho
● Reflect principles of good design and layou
● Include artwork to illustrate the written messag
● Include vision/mission
?

 Other Promotional Tools

● Awards & citations

● Celebrities & spokespeople

● Contests

● Coupons

● Direct mail

● Involvement in special events

● Logos, emblems & trademarks

● News conferences

● Photographs

● Press or information kits

● Press releases

● Promotional merchandise

● Novelty items & prizes

● Public service announcements

● Testimonials

 Applied Learning

Evaluating Promotional Material
Consider:
●The content- is anything important missing
●The quality of the material - glossy, folded nicely, easy to
understand
●Are they promoting the fad or the trend
●Is the promotional tool in the right location for the target
population
●Can you think of better places to promote the program
●Who is the material designed for
●Will the target market get the message
●Will people know how to sign up or get more information?

AHSC 260 Lecture 6 part 3

 Contracting Program Promotion

Should we make our own Should we contract a professional

• Less expensive • More expensive
• More time consuming • Less time consuming to get right
• Lower quality look
• Promotes a home made message • More time consuming to find best
• Do you or your staff have skills and person to do job
software to do it • Higher quality
• Takes time away from other • Promotes a polished message
important duties • Allows you and your staff to focus
on other pre-program tasks

 Consider what you are promoting

Trends **
• Long term
• Benefits are understood
• Confident that idea will not
disappear
• Examples: health promotion,
listening to music
Fads
• Short term
• Benefits are not well documented
• Concept can change quickly
• Examples: Sony Walkman,
portable cd players, MP3 players,
ipods, hula-hoop fitness

 Promotional Mix
● To be effective, must be a good fit between the
program, the promotional tool and/or technique, and
the target group programmers are trying to reac

● How will you inform, educate, persuade and remind

● Desire to be fully inclusive and to reach all potential

participant
● Don’t just use print media or new technology, use a mi
● Why?
s

 Promotional mix questions

● What are the promotion objectives?
● What behaviour are we trying to influence?
● Who is the target audience?
● What is the budget?
● What is the program?
● What is the time frame?
● At which stage are we in the life cycle?

 Tips
● By answering the previous questions you will be
able to identify most appropriate tools and
techniques to promote your progra

● Integrate a wide variety of techniques to ensure

you reach a wide target audienc

● Make sure your efforts are coordinated to ensure

you are giving off the impression you want to give
of
e

 Market Positioning
● Once a target market has been identified, challenge is to
POSITION the product/service so it meets the needs and wants of
the target customers

● positioning is the the process by which marketers try to create an

image or identity in the minds of their target market for its product,
service or organization

● Creating a “brand” or “identity

● http://www.youtube.com/watch?v=1FTUstV0n-0
.

 Positioning

● High price vs low pric

● Basic quality vs high qualit
● Necessity vs luxur
● Young vs. ol
● Men vs women
d

Market Map
 Brand Positioning
● The crucial element to positioning is differentiation.

● There are many ways in which a brand can be perceived

to be different
● Attributes/benefits it provide
● Pric
● When it is consumed
● Who consumes the bran
http://www.youtube.com/watch?v=qMRDLCR8vAE
e

 Brands
● A strong brand helps members and consumers project
the right image, save time in communication, and provide
an identity.

● It gives consumer the reassurance they need, that they

have made a wise "purchase" or choice in joining a
program/organization

● Students will start the reflection about program

promotion in the context of pre-program task

● After class students will have explored basic program

promotion concepts and can explain the

● After class students have considered the implications of

using different program promotion tools and can explain
why they would choose one over anothe

● Students can identify how is the organization you will

interview promote their programs

● Students can identify if the organization they interview

has a strong brand presence

● Students will look at real-life promotional examples