Q: We plan on developing a healthcare marketing flyer, with new programs, for fall/spring session. I have attached our previous brochure. Below are my ideas on the success of these programs...BUT...I really need a YES or NO, and your advice
1) Meet with healthcare managers in our area before the distribution of flyer
your suggestions on my approach to the managers
2) 3 mailings to healthcare facilities in our area
3) Place in Sunday Newspaper - in August and January
which zip codes do I ask for...I want to avoid areas that do not need this advertisement
4) Healthcare Open House
5) Newspaper Marketing - largest newspaper as well as the largest Spanish and Asian Newspapers
6) Radio Advertisement - which would be the appropriate Radio station? I would also advertise on the largest Spanish and Asian stations
7) We will distribute in 25 local areas: libraries, Workforce Connections, high schools, work centers, Goodwill, etc.
8) Other suggestions?
A: 1) Meet with healthcare managers in our area before the distribution of flyer
your suggestions on my approach to the managers
It is always helpful to include stakeholders in planning. In the case of program managers, getting their input and ideas before moving forward with a design could be very beneficial. Not only will it create a sense of value of their ideas, but you are likely to gain important insights from them that will influence the design of your marketing piece.
I am not sure about your question re: the approach to use. My assumption is that you are asking for input on the design of the flyer. If this is a correct assumption, you might let them know that you are looking for their input on possible changes from last year and ask for any information they may have regarding comments, complaints, compliments, etc. from customers.
You do not need to do everything the program managers suggest, but be prepared to work with them to incorporate some of their suggestions. If you need LERN’s input on the advisability of any particular suggestion, all you need to do is ask.
2) 3 mailings to healthcare facilities in our area
I could use some clarification on this. Who are you targeting? My assumption is that you are looking to recruit individuals who might enroll in your healthcare career programs. If this is correct, will mailings to healthcare facilities reach your targeted audiences? My assumption is that many of the staff in these facilities are likely to have been through the training you are offering. Have you investigated the number of staff at these facilities who might be looking to upgrade their skills and therefore be likely candidates to enroll.,
Who will be paying the cost for the training? It makes a difference if it is employer. In this case, the flyer should target the employer and focus on benefits to the facility and the bottom line. Quality, efficiency, retention of skilled workers, etc. If the individual will be paying for the training (and that was my assumption, based on the flyer I reviewed), then the focus will need to be very different, focusing on the benefits to the individual, employability, income potential, etc,
3) Place in Sunday Newspaper - in August and January
which zip codes do I ask for...I want to avoid areas that do not need this advertisement
In general, newspaper ads do not generate enrollments as well as direct mail. You are right in thinking that you want to target your promotions (both direct mail and advertising) to the most likely prospects. There is some market research you should do.
Using past enrollments, do a zip code/carrier route analysis of your participants. LERN can do this for you, as a member, at no cost. If you are interested in having this analysis, let me know and we will send you the information about how to submit your registration data.
Create a profile of your typical student. Include:
Gender
Age
Previous Education
Ethnic background if available
Family status
Survey your past participants. If you do plan to market your programs using various media, ask your current and past participants what newspapers they read, what radio stations they listen to, etc. This will then tell you which media sources might work best for you.
By doing this, you will discover who your best prospective customers are. For example, you may find that one target group is recent high school graduates, and another is women with children who want to upgrade their skills in the workforce. Whatever you find, you then target your mailings and other distribution to the geographic areas where it most likely to reach the target audience.
We also recommend that you track your various marketing efforts and determine which is most effective in generating enrollments. If you find that direct mail is the most effective, then focus more of your resources on this. Eliminate strategies that do not give you a solid ROI.
I note that you have included the dates for both Summer and Fall Courses in one flyer. It is important to do more than one mailing. I am assuming that people can register for either term as soon as they receive the brochure. You can increase registrations by doing multiple mailings. You should mail twice for the summer term and then mail again closer to the fall term.
How far before the beginning of the Summer term do you mail your flyers? When do you run your newspaper ads?
4) Healthcare Open House
This is always a good idea. It gets people onto your campus and into your facilities and reduces apprehension and anxiety.
5) Newspaper Marketing - largest newspaper as well as the largest Spanish and Asian Newspapers
Again, you should evaluate the effectiveness of newspaper marketing. Does your target audience read the newspaper. Increasingly, younger people do not read them, and you may find you can reach a younger audience better through online marketing such as Facebook. People with less education are also less likely to be newspaper readers.
6) Radio Advertisement - which would be the appropriate Radio station? I would also advertise on the largest Spanish and Asian stations.
Radio ads are great for generating phone calls, but people rarely sign up based on radio ads. Typically calls will come in shortly after the ad is aired. Use these to build your mailing list and have a solid plan to follow up.
7) We will distribute in 25 local areas: libraries, Workforce Connections, high schools, work centers, Goodwill, etc.
“Street” distribution (which is how we term this type of distribution) can be very effective. In the past, it was second only to direct mail. With the advent of digital marketing, online options have been very successful (e-mail, social media), but you would need to know whether these vehicles would be right for your audience. Anywhere that your prospective students frequent would be good candidates for distribution. Community centers, health clinics, and even shops and stores can be good sites.
http://media.lern.org/webinars/Sample-health-brochure.pdf
http://media.lern.org/webinars/recommendations.docx