Marketing Basics for AT Act Programs.pptx

Learn Marketing Basics to inform Public Awareness Campaigns

1. Marketing Basics for Public Awareness Campaigns For Assistive T echnology Act P rograms Kim Singleton March 2025

2. Topics Target Audience Objectives/Outcomes Compelling Message Content Creation Brand Consistency Budget and Resources Optimizing for Engagement Communication Channels

3. Target Audience Who benefits directly from your services? (individuals with specific disabilities, elderly) Who influences decisions about assistive technology? (caregivers, healthcare providers, educators) What are their pain points, motivations, and information-seeking behaviors?

4. Campaign Objectives Specific: "Increased awareness of screen reader technology" Measurable: "Generate 200 inquiries about our assessment services" Achievable: Set realistic targets based on resources Relevant: Align with your program's mission Time-bound: "Within the next three months"

5. Compelling Message Your message needs to: Address a specific need or problem Present your service as the solution Include a clear call to action Formula: Problem → Solution → Benefit → Action

6. Compelling Message Example "Finding the right assistive technology can be overwhelming (problem). Our free assessment service (solution) helps match you with tools that fit your unique needs (benefit). Schedule a consultation today (action)."

7. Content Creation Effective content types for AT awareness

8. Brand Consistency Consistency builds trust and recognition: Use consistent visual elements (colors, fonts, imagery) Maintain a consistent voice and messaging Ensure all materials reflect your program's values

9. Budget & Resources Marketing doesn't always require large budgets: Prioritize activities based on potential impact Leverage existing resources (partnerships, staff expertise) Use free or low-cost digital tools

10. Resource Stretching Strategies Partner with related organizations to share costs Train staff or volunteers to create simple content Use free social media platforms and email marketing tools

11. Optimizing for Engagement Engagement is about creating meaningful interactions: Ask questions to start conversations Create opportunities for audience participation Encourage sharing of personal experiences

12. Communication Channels Digital channels: Social media (select platforms your audience uses) Email newsletters Website content Webinars or Online Learning Traditional channels: Community presentations Partnerships with healthcare providers Local media relations Print materials in strategic locations Multi-channel approach: Coordinate messaging across channels for reinforcement while adapting format to each platform's strengths

13. Conclusion & Discussion Sources Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). Pearson Education. Quesenberry, K. A. (2019). Social media strategy: Marketing, advertising, and public relations in the consumer revolution (2nd ed.). Rowman & Littlefield. Smith, R. D., & Zook, Z. (2020). Marketing communications: Integrating offline and online with social media (7th ed.). Kogan Page.