A marketing plan is the first step to marketing your business, according to Lyn Hellegaard, instructor for the TEL8 workshop "Marketing on a Shoe String Budget" held Sept. 16. Remember, it is just a plan, and it has to change according to available funding, according to needs, etc. It must be evaluated annually, and is a good supplement to your business plan.

Evaluate your agency's strengths and weaknesses. This can be done from your customer's perspective, which means that what you see as strength can actually be a weakness from your customer's viewpoint. Take a look at your drivers. You may see them as strength, because they are the driving force of the agency. If they are courteous, but unwilling to help passengers, they become a weakness, doing more harm than good. After you've completed your evaluation, you have the daunting task of strengthening your weaknesses and solidifying your strengths.

Conducting an internal audit will help you identify your target market. Who uses your service? This group is your primary target market. They have a similar need that you're filling. A secondary market can be a disturbing service to your primary market, or it can provide you with an area to mark for growth. Next, look at your organization's specialty. Is it meals-on-wheels delivery? Is it hauling freight? What is it? It should be apparent to the public exactly what it is that you do.

Next, you should consider program growth. Do you want growth? Is there funding available for you to grow? Who are your prospects? Think about those who aren't using your service now. Can they recognize your vehicles? Ask five to 10 people on the street to list two service improvements they've seen in the last year. This will give you a very real idea of the image your organization presents to the public. You can start from there.

Lyn included some hints about writing copy. Most of us don't have funding available to hire advertising experts, but we do try to get our message out there. She urged us to do our research and use the resources you have at hand, such as focus groups that can help with terminology. If you're creating jingles, or if you're including testimonies, refrain from using acronyms. Your audience may not recognize them, and you won't achieve your goal of getting your name out there.

There are many ways of getting your name out in print. Brochures, catalogs of services, sales letters, newspaper ads, press releases, and posters are just a few options that Lyn discussed with the class. She also mentioned statement stuffers, not ours, but others like utility companies, or cable TV, i.e. MDU or Cable ONE. If you put your short, catchy message on an appropriate size, they might agree to include it in their statements. If you're just trying to get them to call you, don't overload on the information - you can share that on the telephone.

Lyn advised "branding" all your materials, so that the public recognizes your look, and will associate it with your service. Think about the look of Band-Aids, Coke, and Kleenex. There's a high recognition factor with all of us for those items. So consistently use the same colors, patterns, or logo and you'll be more successful in your efforts.

When using direct mail, make sure you use a good database. You may have to purchase one, so find one that identifies the population that you want to solicit. Decide what one thing you want to focus on in this mailing. If you have multiple needs, do multiple mailings.

Lastly, a "hidden marketing department" is your own staff. Let them know what the agency goals are, and what you have planned. Offer to help them talk to organizations they belong to so they can share information about your service. Their personal relationship with the organization is a benefit to the service.

Lyn shared many good ideas for marketing and fundraising in this class. I hope to utilize as many as possible in the coming years. The video of Lyn's presentation as well as the handouts are available at www.surtc.org/training/.

Job Opening

River Cities Transit has openings for two full- time drivers with hours that will vary because of the extended hours of operation. Full benefit package. Wages DOE. For more information please call Ron Baumgart at (605)945-2360 or email ron.rct@midconetwork.com.

Lyn Hellegaard Seminar: Marketing on a Shoe String Budget

Job Opening

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