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Water Safety Symposium - Keynote: Think like a Marketer
- 1. Think like a MARKETER Communication Strategies for Delivering Lifesaving Messages Madalina Iordache Marketing & Brand Strategist Andrew Leone Director of Communications & Community Engagement
- 2. Introductions Andrew Leone • Director of Communications & Community Engagement at CSC Broward • The “unofficial historian” of drowning prevention campaigns in Broward Madalina Iordache • Marketing & Brand Strategist at Bright Pink Agency • Worked with Water Smart Broward for the past 6 years on messaging, web & print
- 3. Overview • Intro: We’re all in marketing • Part 1: Clarity How do we get our very important message across? • Part 2: Planning Using marketing strategies to reach your goals. • Next Steps BrightPinkAgency.com CSCbroward.org
- 4. But first, a story… BrightPinkAgency.com CSCbroward.org
- 5. You’re also marketers. • Not everyone gets to save lives hands-on • Influence in saving people’s lives • Medical professionals • first responders • social workers • childcare professionals • public information officers • … BrightPinkAgency.com CSCbroward.org
- 6. We’re ALL in Marketing BrightPinkAgency.com CSCbroward.org
- 7. Advertise and promote: healthy habits, safety, prevention and awareness. Change their habits, change their behavior to achieve zero drownings. What is a marketer? A person or company that advertises or promotes something. BrightPinkAgency.com CSCbroward.org
- 8. You’re a Marketer. BrightPinkAgency.com CSCbroward.org
- 9. Are you a Good Marketer? BrightPinkAgency.com CSCbroward.org
- 10. I’m here to teach you how to be better at marketing. Are you ready? Let’s do this! BrightPinkAgency.com CSCbroward.org
- 11. Part 1: Clarity and understanding on what we’re trying to accomplish. Part 2: Let’s make a plan on how to implement that. BrightPinkAgency.com CSCbroward.org
- 12. Part 1: Clarity “How do we get our very important message across?” YOU BrightPinkAgency.com CSCbroward.org
- 13. The 5 W’s • Who • What • When • Where • Why (The basics of problem solving.) • How BrightPinkAgency.com CSCbroward.org
- 14. 1. WHO. Who is the message for? • Define your audience • Parents, teachers, peers, the media? • Message is different depending on audience • Sub-groups: awareness, comprehension, language, culture BrightPinkAgency.com CSCbroward.org
- 15. 2. WHAT. What is the message? • Define the message • What are we communicating? • Historical look at drowning prevention messaging (Andrew Leone, CSC Broward) BrightPinkAgency.com CSCbroward.org
- 16. *The Message 1. Supervision / Water Watcher / Responsible Adult 2. Barriers (for when 1 fails) 3. CPR (for when 1 & 2 fail) BrightPinkAgency.com CSCbroward.org
- 17. 3. WHEN. When do you deliver the message? • Timing matters • When do you have their attention? • Is once enough? • How often? • Transient families BrightPinkAgency.com CSCbroward.org
- 18. 4. WHERE. Where should the message be delivered? • One place is not enough • Doctor’s office bus wrap social media parents’ groups radio niche publications • You’re not alone! Look around… BrightPinkAgency.com CSCbroward.org
- 19. You’re Not Alone • You can’t be everywhere, but… • Together we can be in many places • We all have different reach and skills • Look beyond the room: colleagues; friends; patients; clients; the media! • Recruit them! BrightPinkAgency.com CSCbroward.org
- 20. 5. WHY. Why do you do this? • Why is this important to you? • Emotional connection • People listen to people, not to facts and statistics. • People relate to stories, not to charts and numbers. • People are, first of all, emotional beings, not rational ones. BrightPinkAgency.com CSCbroward.org
- 21. The Power of Stories BrightPinkAgency.com CSCbroward.org
- 22. Share your story. Share others’ stories. Ask you friends to help share stories. Help write the stories of those who cannot write them themselves. Stories can save lives. BrightPinkAgency.com CSCbroward.org
- 25. Annual Report FY 18/19 Informs the broader audience about the impact, work and worth of the CSC. BrightPinkAgency.com CSCbroward.org
- 37. When No One Watches the Water BrightPinkAgency.com CSCbroward.org
- 38. When No One Watches the Water BrightPinkAgency.com CSCbroward.org
- 40. What challenges are you facing when you try to get the message across? BrightPinkAgency.com CSCbroward.org
- 41. • People are not paying attention. • People don’t think it could happen to them. • People don’t connect with the message carrier or the message delivery method. BrightPinkAgency.com CSCbroward.org
- 42. 1. People are not paying attention. • Have they been exposed to the message enough times? • Was the timing appropriate? • Is the message relatable? • Are you the right person they’re likely to pay attention to? BrightPinkAgency.com CSCbroward.org
- 43. 3. People don’t connect with the message carrier or the message delivery method. • Is there a cultural disconnect or a language barrier? • Is there someone else you could recruit to deliver the message - someone more relatable? • Are you using stories or just advice? BrightPinkAgency.com CSCbroward.org
- 44. Changing the Message: Water Smart Broward Case Study BrightPinkAgency.com CSCbroward.org
- 56. Part 2: Planning The difference between successful and unsuccessful marketing is having a plan. BrightPinkAgency.com CSCbroward.org
- 57. 1. GOAL. Is Your Goal SMART? • Simple, Measurable, Achievable, Relevant and Time-based • Compound effect • Simpler, smaller goals: tell 100 parents; present at 10 associations; get 3 parents to share their experience. BrightPinkAgency.com CSCbroward.org
- 58. 2. TARGET. The Ideal Client Profile • Background; • How he/she founds you; • Challenges; • Pain points; • Biggest fears; • Why did he/she decide to take action? BrightPinkAgency.com CSCbroward.org
- 59. 3. UVP. The Unique Value Proposition • Your Message • Does it have a story? • Protagonist, Problem, Solution, Success BrightPinkAgency.com CSCbroward.org
- 60. 4. VOICE. Brand Personality • Friendly vs. authoritative • Stories vs. “commandments” • Peers vs. authority figures • Relatable voice: culture, language, socio-economics BrightPinkAgency.com CSCbroward.org
- 61. 5. REACHING YOUR TARGET. Media & Touchpoints • In Person • Website • Social Media • Media Campaigns • Pamphlets BrightPinkAgency.com CSCbroward.org
- 62. 6. CONVERTING YOUR LEADS. Persuasion • Stories • User experience – are you making it easy for them to take the first step? • Call to action: What do you want your audience to do once they “get it”? How will you know they did it? BrightPinkAgency.com CSCbroward.org
- 63. 7. INCREASING CUSTOMER LIFETIME VALUE • Referrals • Recruit your clients, patients, customers to spread the message to others like them! BrightPinkAgency.com CSCbroward.org
- 66. Remember our Unified Message: Supervision • Barriers • CPR BrightPinkAgency.com CSCbroward.org
- 67. Put Yourself in their Shoes. BrightPinkAgency.com CSCbroward.org
- 68. Think like a Marketer. BrightPinkAgency.com CSCbroward.org
- 70. (954) 377-1000 Thank You Andrew Leone ALeone@CSCbroward.org Madalina Iordache Madalina@BrightPinkAgency.com (954) 944-9050 Connect with me on LinkedIn!
Editor's Notes
- Simplifying the message… undoing the clutter…
- I was brought here to speak to you today because of my expertise in marketing. But you see, I was not always supposed to be a marketer – just ask my parents, who had very high dreams for me! I was the first one from both sides of the family to go to college, so the plan was for me to become either a doctor, or an attorney. But I had other plans… I wanted to become a Journalist! My parents eventually did get their dream accomplished by my younger sister Julie, who is an anesthesiologist in Luxembourg. She’s worked the Cancer ward, and the Trauma center and she’s ridden the ambulance quite literally helping save people’s lives. She’s just been accepted for a transfer to Paris, at the largest Children’s Hospital in Europe. As for myself - though I did graduate with a BA in Journalism & Communication, it didn’t take long to find out that I did NOT, in fact, like chasing the news and digging for stories, but I much rather preferred the communications end of the deal. Which is how I ended up, 11 years ago, founding a marketing agency, together with my other younger sister Jonie (Julie’s twin).
- Because not everyone gets to save lives hands-on. But some of us have a great deal of influence in saving people’s lives (in particular, children’s lives). I’m guessing that’s everyone in this room - am I right? You’re medical professionals, first responders, social workers, childcare professionals and public information officers…
- Before you roll your eyes and decide that this woman took the wrong turn down the hall and wound up in a different Symposium… allow me to explain:
- That’s true for any profession and almost every position you may have in a company: whether you’re the CEO or the janitor, whether you’re in finance or HR, if you interact with people on the job or off the job, then you’re in marketing. When you speak about what you do and why you do it - that’s marketing. (And it’s not just your words, of course, but your actions too.)
- But that doesn’t mean we’re all good at marketing. It’s not your fault! It’s just that you were never trained to be a marketer. And until today, you never thought of yourself as one.
- So that’s why I’m here today. Because I trained as a marketer and have worked hands-on in marketing for 11 years with companies and non-profits in a great variety of industries and causes, and now I want to teach you how to be better at marketing too. You might not catch up with me, but I’ll give you some tools and techniques to help you become better at it.
- We’ll tackle this in two parts: Part 1: let’s get some clarity and understanding on what is it that we’re trying to accomplish. Part 2: let’s make a plan on how to implement that.
- My fellow marketers - here’s the million dollar question: how do we get our very important message across? The answer is: it depends. It depends on many factors, which we’ll look at in a few, but most importantly it depends on you. There is not a single answer to this question. But let’s see how each of you come to your own answer.
- To answer this question, let’s use a technique I learned back in Journalism school: the 5 Ws. The 5 Ws are not just a journalist’s best way to ensure it gathers all the necessary information, but it’s also the basics of problem solving. Some include the How on the 5 Ws list, in which case it becomes the 6th w. We’ll look at that in Part 2 later today.
- The first step is knowing who your message is for. Are you speaking to parents or are you training childcare professionals? Are you teaching the teachers? Are you trying to convince others to support your efforts? You may notice that the first quest is not What is the message. That’s the second question. And that’s because your message will be different depending on your audience. What you tell parents and what you tell your peers may be two completely different things, even if they may have the same goal. Even within the same broader audience – parents, for instance –, you may have to adapt your message to a subgroup. Not all parents have the same level of awareness and understanding; not all speak the same language, quite literally so! And especially here in South Florida, the cultural backgrounds differ so much and have a great deal of influence on how a message is perceived.
- It’s important to be crystal clear on what you’re trying to communicate. We’ll look in Part 2 at some techniques on how to build that message, and we’ll look also at some of the previous messages in drowning prevention campaigns.
- Learning to swim, both for children and adults, is the first preemptive message
- The timing is important. Think about it: when is it more likely that a busy parent will read a water safety pamphlet? In the exam room, while she’s trying to keep her antsy 2 year old from climbing everywhere or falling off the table? When she’s leaving the exam room, stuffing everything in her bag, dressing her toddler and heading for check-out? Or right after check in, when she’s in the waiting room and her child is watching the animated movie on TV? In an ideal world, you’d tell them once and then they’ll know it forever. Just like when you tell your children to wash their hands before dinner once, and then you never have to tell them again. Right? So you tell parents that should supervise their children once, and then they will always do it. After all - they’re not children anymore, you don’t have to repeat it over and over? Wrong. People are constantly bombarded with information and messages - even important ones! - slip by and get lost in the shuffle unless they are repeated often. It is extremely important that your "Who” - your audience - hears and sees your message multiple times, as it may take 10, 15, 20 exposures to the message before it sinks in.
- This goes hand in hand with the “When”. Its not enough to have your message in one place. Just like the dangers of water are everywhere, from the bath tub to the backyard pool and to the neighborhood canal and so on, the prevention efforts have to be omnipresent as well. From the doctor’s office, to the bus wrap, to social media and to parents’ groups and so on. Does it sound like a lot? You’re not alone. You can’t be everywhere at once. But did you hear what I just said? You’re not alone!
- I mean, look around… We’re all here for the same reason, aren’t we? And while you by yourself can’t be everywhere, together we can be in many, many places… Maybe some of us a great at speaking to groups, others have a good social media following, others have the possibility of reaching to a niche community, like Haitian parents, or first time parents in a low-income community that’s at high risk. But look beyond this room. There are other people who can help you spread the message further than yourself: your colleagues; your friends; your patients and clients. This is about to sound slightly cult-ish, but… make it your mission to recruit them for the cause! Have you ever had a friend on social media or at the office try to recruit you to sell Avon or Younique or jewelry or essential oils or some other form of MLM? Do you see how the successful ones are relentlessly talking about what they sell and about recruiting others to join under them? Well, that’s because it works. And I can’t think of a better cause than saving children’s lives, and I can’t think of anyone frowning upon you for trying to push that message out.
- Finally, let’s look at your “Why”. Because in the words of Simon Sinek, the author of “Start with Why”, “People don’t buy what you do, they buy why you do it. And what you do simply proves what you believe.” Why is this message important to you? Why do you deliver this message? Why you? Is it because you are a parent? Is it because you’ve seen the devastation caused by drowning in other families - emotional and financial? Was it your friends, your neighbors, your patients? Did it happen to you? You have to create an emotional connection when you’re delivering this message, and it’s very hard to do so if you don’t put yourself in the message as well. … Parents even more so. Especially parents of very young children. Remember, they don’t get much sleep. When my twins were born, I didn’t sleep for 3 years.
- When my kids were almost 18 months, I read a story (on Facebook, shared by a friend) of a little girl, age 3, who died after a dresser fell on her. The mom, who wrote the story, urged parents to anchor their furniture. I will never forget that story and the details, such as how the mom couldn’t bring herself to wipe out the little girls’ smudges and handprints from her window, for months or years after she passed. I don’t know that family, but I cried reading that story, as if it happened to my best friend. The very next morning, I urged my husband to anchor the girls’ dresser and bookcase “right now”, or I’ll do it myself and I guess he couldn’t bare the idea of how many holes I was going to put in the walls, so off he went to Home Depot and then got the job done. Do you think that if I had just read a message like: “Warning, anchor you furniture or your child may die when climbing it!” I would have had such a visceral reaction that drove me to take action immediately? I probably had seen that warning message before, but it never “stuck”. The story stuck.
- Share your story. Share the stories you have first-hand experience with. Ask your friends, your patients, your peers to share stories. Help write the stories of those who cannot write them themselves. Stories can save lives.
- CSC funding for both public awareness AND programming
- Funded by Pediatric Associates Foundation in conjunction with broader Water Smart Broward Campaign
- I’m willing to bet there are quite a few. Why else would you be listening to me talking about how to get the message across?
- I’m willing to bet there are quite a few. Why else would you be listening to me talking about how to get the message across?
- But that doesn’t mean we’re all good at marketing. It’s not your fault! It’s just that you were never trained to be a marketer. And until today, you never thought of yourself as one.
- I had found out about Water Smart and the swim coupon from a parents’ group on Facebook. It seemed too good to be true, that someone would pay for my kids’ swim classes, but I applied and not long after I received my coupon in the mail. I also found a pool that accepted it without any extra payment, and each child received 5 lessons for free. Did I mention I have twins? They were and still are the greatest joy of my life. But you know what else preschool-age twins are? Expensive! At the time I was a single mother and after having gone through a very expensive divorce, money was tight. In my mind, swim lessons would cost hundreds of dollars. I knew I wanted my children to learn, but I kept putting it off. When I found that there’s an organization that cares so much about children leaning how to swim that they are paying for the first lessons, I thought I owed it to my children to do at least that. I didn’t expect they would learn how to swim as fast as they did. It turned out that 5 lessons was enough! But if it hadn’t been, I would have continued the lessons out of pocket.
- A few months later, Water Smart Broward became my client, on pure chance. As a parent who had benefited from their work, I felt invested and did my best to make their website as great as possible. At the time, one of the main goals for the website was to make people aware that there was a Swim Coupon available for children under 4, helping pay for swim classes. Parents can apply for that Swim Coupon easily online, and they can find out what pools accept it.
- Over the years, we did other things with Water Smart: designed and printed brochures that Pediatric Associates sponsored and distributed through their offices throughout South Florida; designed the flyer of the first Symposium! And more.
- But there came a time when it became obvious that the message was not touching the audience as deeply as it should have. The image we had projected was positive, almost cheerful. “Drowning is preventable! Talk to your child about water safety.” The idea was that we didn’t want to scare parents, we didn’t want them to cringe and leave before they hear the message.
- But there came a time when it became obvious that the message was not touching the audience as deeply as it should have. The image we had projected was positive, almost cheerful. “Drowning is preventable! Talk to your child about water safety.” The idea was that we didn’t want to scare parents, we didn’t want them to cringe and leave before they hear the message.
- My fellow marketers: The difference between successful and unsuccessful marketing is having a plan. This is where I’ll use the same strategies I use in creating a marketing plan.
- Simple: while the overall vision might be to stop drownings from happening, the way to achieve that goal is through the compounded effect of smaller, simpler goals: tell 100 parents; present at 10 associations; get 3 parents to share their experience.
- Be intentional. Plan your actions, and then – implement them!