Marketing Your Program

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Marketing Your Program

• Carolyn Masterson

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Define marketing?

• Moving the product and its services from the
  producer to the consumer.
• The components of marketing
• The product
• The placement where it is in the publics eyes.
• The price cost of the product for consumers.
• Promotion the advertisement of the product.
• The Public those that will use the product

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How do you start?

• Market Research - How
• Must define the that a problem exists.
• Define the cause of the problem.
• Define a plan of action to solve the problem.
• Develop the plan.
• Try out the plan.
• Evaluate the plan.

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Product or Program

• What is the product of your program?
• Fitness Center - Membership
• Health and Phys. Ed. Department Students in
  Schools.
• Athletic Department Members of Sport Teams.

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2. The Placement

• Note what is special about the placement (fitness
  center, PE facilities, fields and gym ?
• Why would people want to be involved the center,
  school, teams?
• Describe the Place What is special?
• Fitness Center
• Health and PE Facilities
• Athletic Facilities

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3. Pricing and the Product

• Why is the cost what it is?
• What will be the cost to the consumer?
• What will the consumer pay for the product (less
  or more)? Why?
• How do you determine pricing?
• Margin pricing Cost of product compared to cost
  to consumer.
• Customary pricing What the consumer will pay.
• Prestige pricing- Product is so special the
  consumer will pay for it.
• Odd pricing- The Product is so different that
  it is calls for odd pricing.
• Low pricing Price is below what the consumer
  would pay.

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4. Promotion

• Consumer Adoption Sequence
• Will the consumer adopt the product?
• Customer Awareness- depends on whether the
  consumer knows enough about the product.
• Consumer Interest depends on whether the
  consumer wants the product.
• Trial depends if the trial is successful or
  not.
• Adoption of the promotion depends on whether
  the product was advertised enough or not.

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Continue of Promotion

• Advertising
• Media What is media?
• TV, Radio, Signs, Flyers, Internet, etc.
• Who is in charge of selling the product? How do
  you get them to sell the product?
• Front Line Managers manage the product.
• Sales Reps represent the product to the
  consumers.
• Sales Training of Staff sales training is
  important so that the sales reps sell correctly.
• Sales Skills Needed what are the skills needed
  for a good sales rep
• Special Promotions what special items are
  offered so the consumer wants to buy the program.

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Sales Skills Needed

• Good Communication Skills
• (Listening skills are important)
• Persuasion (Make customer feel good) Listen well
  to see if the customer will buy the product
• Closing a sale (How?) Talk the consumer into
  taking the product?

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Public Who are they?

• Customer Relations
• How do keep the customer happy
• What is costumer service?
• Consumer service often keeps programs from
  failing. They do the following
• Identify the costumer and what they need.
• Make sure the management and costumers are on the
  same page.
• Make the plan work make the situation real
• support the sales reps find out what is wrong
  with the selling of the product and act on it.
• (Big Problem) Make sure that the public wants to
  buy into the plan.

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Role of the Administrator

• Creates and develops the marketing plans.
• Makes sure the employees implement the plan
• Monitors the plan to make sure that the plan
  stays on course.
• Evaluates the plan.