Little Red's Big Ideas

What's Driving Back to School Marketing?

Typically a time to weigh the merits of pens vs. pencils, markers vs. crayons and which after-school program to choose; this year's back-to-school marketing is dripping with a different type of message -- FEAR.  Today's AdAge.com features an article: "Swine Flu Fear puts Disinfectant Brands on School Supply List."

So what does this have to do with you?  A couple of things -- as you already know, what trends in schools often translates to changes in after-school and recreation programs.  Summer camps already know the impact of the real threat of swine flu -- as both a medical and economic malady. "Where kids gather, the flu is sure to spread," the media seems to warn.  So, as children, students and athletes return to your programs and head back indoors this fall, consider these three ideas: 

1. Keep lots of over-sized bottles of disinfectant on hand. You can even order half gallon bottles imprinted? How cool would it be to have that sitting on your school nurses desk ALL YEAR LONG?  Talk about a good use of limited funds!
2. Educate children and parents about the preventative measures you have and will be taking to protect children from all types of communicable disease.  The CDC (Center for Disease Control) has all sorts of information you can download, print, post and share.  They even have PSAs (public service announcements you can post right on your web site) as a measure of goodwill.
3. Order some personal hand sanitizer (with prices starting at about .25 each there's something for every budget) imprinted with your program name as a wonderful reminder that you are part of the health and safety team in your community.  Consider giving these as a back to school gift to teachers, school nurses, parents, students -- just about anyone who has a child or children in their lives.  To get some free samples or look into this timely idea call/email andy@advisorsmarketing.com or 1-800-IADVISU (800-423-8478).  He's at your service!

Build School Partnerships from the Inside Out - FREE Consultation Offer

So often I hear from my clients, including park and recreation agencies, that working with schools can be difficult and frustrating (I'm editing here to keep it professional).  In some communities it seems to takes an act of a Congress (or at least a School Board) to make a simple decision about which flyers, events, presentations or assemblies are suitable for school events. 

Even though parks and recreation agencies and schools seem to be working towards many of the same general goals of promoting the health and well-being of children -- there are countless examples of turf wars between these entities. 

One way to bridge the gap may be to concentrate of building relationships with staff and faculty who are specifically responsible and interested in some joint issues.

WHO ARE THEY, What are your common areas of concern?

• School Counselors - Self esteem, bullying, stress reduction, depression, suicide prevention, at-risk youth

• School Nurses - Overall health and wellness of students AND staff, childhood obesity, stress related disease, fitness levels, diabetes, advocating for the needs of children with emotional and physical disabilities, (Check out my recent blog post specific to the official role of school nurses as defined by the National Association of School Nurses.)

• Coaches, Physical Education Teachers - Active Living, fitness, sports, athletics, safe training methods, off-season training, nutrition,

• School Cafeteria Manager - Nutrition, Healthy Living

• School Principal - Safety on Campus, Community Service, Discipline Strategies, Community Building

• PTA President or Executive Board - Fund raising opportunities, Community Service, Political Initiatives, School Safety,

How to get their attention?

No matter which staff or faculty member you'd like to reach go beyond emails and phone calls.  When you consider the power these "gatekeepers" have over large numbers of your end-user customers; it's well worth investing a little bit of your marketing budget into useful, imprinted promotional tools.  For example:

• Coaches need whistles, clipboards and water bottles. 

• Teachers are desperate for pencils, dry erase markers, staplers and glue sticks. 

• Principals carry portfolios, briefcases, tote-bags and use travel mugs as they drive from one meeting to the next,

• Nurses love promotional coloring books, bookmarks and growth charts with positive messages about nutrition, fitness and other healthy choices. 

But there's no need for you to guess which items would be most appreciated by your chosen target.  Contact andy@advisorsmarketing.com or call 800-IADVISU (800-423-8478) for a FREE phone consultation and samples of actual promotional items for you to review and keep -- no obligation!  We're passionate about helping you bridge the park and recreation/school gap or strengthening your current relationships.

School Nurses as Gatekeepers

If you've ever read my books or heard me speak you know how strongly I feel about marketing to gatekeepers  A gatekeeper, by my definition, is someone who, by the nature of their job or position has influence over multiple (sometimes numerous or even countless) members of your target audience.  For example, teachers are gatekeepers for children, real estate agents are gatekeepers to new or perspective residents; obstetricians are gatekeepers for soon-to-be-moms. 

Recently I've come across several articles and books which highlight the unique relationship school nurses have with today's students, as well as faculty and staff (my favorite was The Hour I First Believed by Wally Lamb)  It also became clear that along with PE teachers, coaches, health educators and counselors; school nurses are committed to many of the same values and outcomes as a benefits-based parks and recreation agency. 

After reading the seven roles of the school nurse outlined on the National Association of School Nurses webiste, it became increasing clear that the professional school nurse might offer a well-paved path in which to strengthen relationships and gain access to the, often elusive, school community: 

Halloween is only Weeks Away! How Scary is That?

Did you know that after Christmas -- Halloween is the biggest retail holiday of the year? For those in summer seasonal "businesses" such as camps and aquatics, Halloween is perfectly timed to reconnect with your summer customers once they are back to school and buried in the books. 

Whether your agency or camp currently hosts Halloween activities, you're looking to add a new event to your calendar, or you just want an excuse to increase off season awareness, NOW is the time to plan for this spooktacular marketing opportunity.  Classics such as trick-or-treat bags (yes! kids still trick or treat.) or new-fangled items such as glow sticks are sure to shed light (the puns keep coming -- I can't make it stop!) on the idea that you care about kids!

BIG SAVINGS ON Trick or Treat Bags - A Halloween Staple that can be given and used before and after Halloween Night, IMPRINTED (of course!) Trick-or-Treat bags are a wonderful marketing tool.  Whether you are looking for bargain basement pricing (about 25 cents each) or something a little more novel like bags that glow, reflect or light-up) there's something for everyone.  Check out this flyer for super savings.

Don't be afraid (get it? I know the puns are getting painful)to try something new this Halloween season.  Items such as reflectors, flashlights, glowsticks and educational coloring books are great promotional tools to show your customers that you care about the safety of their little ghouls and goblins wherever they haunt this season.

FREE SPOOKY SOUNDS CD - This is one of the most innovative promotions I've heard all year.  CDs are a fantastic way to literally say "We're dying for you to come to our Halloween Party: or "Howl are you?"  (I told you I can't stop myself -- this is so fun!)  CDs, cases and mailing cards can be customized and sent for about the same price as a boring invitation or thank you ( About 2.75 each including all your art and set-upSpecial sale price ends Sept 18.  But this is a special price and ends Sept 18).  Click here for more information.

And -- just cuz we want you to get in the mood we'd like to send you a FREE Sample CD.  But hurry -- our freebie supply is limited so call or email ANDY NOW at 800-IADVISU (800-423-8478 or andy@advisorsmarketing.com.

Blog Readers Special - Order Early and Save!  Place any Halloween Order by September 30, 2009 and save 10% off our already discounted pricing.  Call Andy at 800-IADVISU (800- 423-8478) for free Halloween samples, ideas and all your promotional needs.  Items pictured above represent thousands of Halloween items that are on sale this month and all can be imprinted with your message, logo and contact info. 

Social Networking Study: Two Thirds of Marketers now use Social Media

A recent study from the Association of National Advertisers cited on Mashable.com reveals that "66 percent of marketers have now used social media in some capacity in 2009." Not only does this report support the idea that "everyone is doing it" but it also confirms the idea that the "Big Four" Social Networks continue to dominate the marketplace. 

Among social networks being embraced by all marketers, the top sites used are:

• Facebook (74 percent)
• YouTube (65 percent)
• Twitter (63 percent)
• LinkedIn (60 percent)

The report also explores the online marketing effectiveness of newer media platforms as follows:

• Search engine marketing (SEM) (65 percent)
• Own Web site (59 percent)
• Search engine optimization (SEO) (55 percent)
• E-mail marketing (45 percent)

Without a doubt, this study and its findings should be shared and incorporated into your marketing planning.  Use the information to convince non-believers that social networking is, indeed, here to stay!

Share your thoughts below.  Have you had challenges convincing more traditional decision-makers that social networking is a powerful communication?  Have you overcome these naysayers? Do tell!

Parks Offer Learning Vacations

The Southwest Idaho Travel Association is creatively promoting its parks and recreation areas by branding them as learning vacations according to EMAILWIRE.COM.  The article does a fantastic job at enticing all types of people from those seeking rest and relaxation to those high-adventure thrill seekers to explore Idaho's parks and recreation offerings.  I share the story below to inspire you, too, to develop a press release for your agency as a way to attract members of your community -- with their diverse interests -- to explore your parks and facilities as end-of-the-summer vacation destinations. 

Southwest Idaho is a region offering a value-packed scenic vacation for visitors seeking to discover the convergence of both pastoral landscapes and urban bliss. The area appeals to many interests and an escape here means desert exploring, horseback riding, multiple watersports, hiking, skiing and much more. Points of interest are multiple, including an observatory at a state park, museums and heritage and cultural sights.

Whitewater enthusiasts and owners of Cascade Raft and Kayak, the Long family offer a variety of adventures in the pristine Boise National Foreston the Payette River. Adventure is naturally part of the trip, with tour names including The Rush and The Plunge and rapids named Bronco Billy, Staircase and Slalom, plus a portaged 40’ waterfall called thundering Big Falls. Full or half-day adventures are available, with full-day excursions including gourmet riverside lunches amidst incredible scenery.
Thrill-seeking starts young for some, and the two- and four-day paddling camps are ideal and affordable for kids eight and older. Visitors interested in experiencing the Class III and IV waters, first-time rafters, families and groups will all find a trip to suit their schedule, budget and level of comfort.

Sawtooth Wilderness Outfitters are permitted on the Sawtooth National Recreation Area and the Boise National Forest, with a variety of adventures for solo travelers, families, groups, or couples. Offering a variety of horseback ridingfamily adventure vacations including Idaho Wilderness Pack Trips, Horse Owner Vacations, Equestrian Vacations, Trail Rides, Spot Packing Service and Packing School, Sawtooth Wilderness Outfitters’ trips appeal to a diverse range of ages and level of experience.

Guided Horse Pack Trips take travelers to the wilds of the Sawtooth Wilderness with views of high mountain lakes, green meadows and towering peaks. Trips last anywhere from two to 10 days and include options to fish, relax or explore the wilderness with day rides or day hikes. Travelers can also ride the back country with their own horses. Ladies Rides are customized for ladies only, with all the comfort and opportunity to experience the wilderness amidst friends. Packing School is interactive and designed for the horseman with basic riding skills and students will learn the basics of horse packing, tack adjustment and care, the barrel and basket hitches for a Decker saddle and the diamond hitch for a Sawbuck saddle. Students will also learn to prepare their equipment, pack the horse and lead their string to a back country destination. Additional topics are low impact camping, back country ethics, care of livestock in the back country, emergency horse first aid and meal planning and preparation. Spot packing service, trail rides, float trips and many other options are available to travelers seeking a horseback riding adventure.
Visit Southwest Idaho Travel Association’s comprehensive media kit for a completed fact sheet and photos.
Southwest Idaho Travel Association welcomes visits from qualified journalists on assignment with an approved outlet. Please contact ATMS with your request.
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Adventure Travel Media Source
CONTACT: Wes Nelson
TEL: 970-568-7423
E-MAIL: wes@southforklanding.com
http://www.visitsouthwestidaho.com
Media Kit
http://www.atmstravelnews.com/ClientView.asp?ClientId=542

Contact Information:
Southwest Idaho Travel Association
Neha M. Shah
Tel: 800-635-5240
Email us