Getting the Word Out: Marketing and Communications
If a tree falls in the forest and no one hears it, does it make a sound?
Promotion and marketing are ways by which you tell the world about your chapter, including announcements about its formation, its projects and events, and its role and position in the community. Anything you do to get the word out, from press releases to announcements on mailing lists to a mention on a social media site, is promotion.
Promotion and marketing do not have to be complicated or expensive. The best programs are intentional, well planned, and followed through. Don’t forget to tap your membership for individuals who have experience in marketing or promotion or who are good writers. Also, connect with other organizations and people with similar interests to widen participation (and membership!).
Using the ASPEN Logo and Name
As it is with all communication, clear and consistent delivery is vital. There is no room for confusion in today’s market. Organizations, including ASPEN, build strong brands and a positive identity through consistent reinforcement of the brand at every point of member and public contact. With that in mind, ASPEN has developed clear guidelines so your chapter can project a clear and unified image. Download the ASPEN Chapter Graphic Standards Manual. If you have any questions, please contact ASPEN staff.
Here are some tips for spreading the word and attracting attention:
Have a website. A chapter's website will add to the credibility of the organization and provide a place for anybody to be informed as to the chapter’s mission and goals, activities, issues, membership, and links to the chapter's social networks. You have two options through ASPEN: staff can create a microsite on the online community ASPENConnect or build a site on the general ASPEN website.
Engage with social media. The popular social media tools like Facebook, Twitter, LinkedIn, or Pinterest can help you engage your members and community in your activities and issues. One tool that will get you in touch directly with other members is ASPENConnect, so start there. Use these tools to notify members of activities and issues and rally individuals with shared interests. New tools are always being developed so you can find a tool that works for your chapter. Here are some starting points:
- Set up a Facebook page on which you can share events, happenings, and news, which your members can then also share, thus building awareness and interest in your chapter. Check out ASPEN’s page and links to a couple of chapters. Also consider building a Facebook event page for your key events.
- Set up a LinkedIn group on which you can share events, news, and resources. Alternatively, use the free LinkedIn event calendar to post your events and promote to colleagues and peers. You do not need a group, just an individual profile to list events. You can also encourage members to get involved with other LinkedIn groups where they can share your news and events as appropriate.
Tap the reach of email. Email is still the most-used channel and can be your direct link to members and interested professionals. Consider a free tool like MailChimp or Constant Contact to build and maintain an email marketing list. You can also request the ASPEN national office to send out event emails. When planning your email campaign, consider these points:
- Plan out a series of email messages and a schedule. For most events, a good schedule starts with a save the date about two months prior to the event with updates every other week and a final “Last Chance to Register” just before the registration deadline.
- Make your messages short and compelling.
- Use short titles and bulleted points or highlights so members get the information at a glance.
- Be sure to include an easy way for readers to get more information, register, and even unsubscribe.
- Use compelling, short subject lines (50 characters or fewer is best!). According to email specialists, you should avoid these words: free, help, percentage off, reminder, urgent, important, please
Work the traditional channels too. Be sure to use your own professional network, mailings, and flyers to spread the word. Here are few ideas:
- Create a simple flyer for an event and circulate to members to post in hospitals and clinics. One way of reducing costs is to provide the flyer as a PDF and ask members to print and post. If the event is for the public, be sure to include libraries, local health clinics, religious communities, and schools on your list.
- Get your members engaged in sharing the news by creating a sample email, Tweet, and a post for LinkedIn and Facebook that they can in turn copy and use to share with their email contacts and on their social media channels.
- Create a simple postcard and mail to members and/or prospects. To keep costs low, consider using Click2Mail.com, PrintingForLess.com, or VistaPrint.com.
- Submit event details to local news and business calendars. Some calendars require 2-4 week advance submission.
Align the chapter with local issues. Keep an eye on local and national clinical nutrition news and find opportunities for your chapter to contribute to the public discussion of developments. By establishing your chapter as an authority and as a presence in the community, you will attract attention and establish your chapter as the go-to resource when these issues arise.
Create a flagship program. A flagship program is any project, activity, or theme that your chapter regards as its most important pursuit. By having a flagship program, your chapter is better able to form its own identity. For example, some chapters hold an annual educational program that occurs each year at about the same time (and this ties into ASPEN’s recommendation on events). As an added bonus, this becomes a regular item of value for members.
Issue a comment or statement. Very often there are items in the local news and on blogs and community listservs about clinical nutrition in general or on specific topics. Not all topics have to be specifically nutrition-related; they can be topics or problems for which clinical nutrition can be part of the solution.
Armed with information you have gathered from ASPEN’s website and ASPEN’s public policy and advocacy resources, a chapter leader can write a letter to the editor, comment on a blog, or respond to the local media explaining the chapter’s position on the issue or the principles that drive our position. In some cases, the ASPEN Board may have an official position that can be shared. Check with the ASPEN office to find out or to learn more about how Board positions are handled. If your chapter has someone who is interested in working proactively with the media, consider setting up a simple media relations outreach program. To do this, identify the news reporters and writers from local news media outlets including online publications and blogs. Begin a conversation with media by suggesting news items, providing comments on news-worthy events, or providing background information to help reporters and writers. If this interests your chapter, consider reaching out to the local Public Relations Society of America chapter to learn more. Whatever level of activity your chapter does in this area, you can draw attention to your chapter and help your chapter build credibility by issuing a statement or writing an opinion piece. Remember: free publicity is worth far more than paid publicity.
Sample Timeline for Promoting Local Events & Activities
For a Major Event/Conference – recommended timeframe is 6 months
| T- 6 Months |
Save the date mailing, email, and announcementin newsletter |
| T- 5 Months |
Post event webpage with registration and tie in LinkedIn and Facebook event pages; establish Twitter hashtag; begin promotion in newsletter with ad or news in each edition |
| T- 4 Months |
First mailing of registration brochure; email promo |
| T- 3 Months |
Email promo |
| T- 2 Months |
Reminder postcard &/or targeted second mailing of registration brochure; Email promo |
| T- 3 Weeks |
Email push with weekly emails |
| T- 1 Day |
Last chance to register (with on-site registration procedures if appropriate) |
| T+ 1 Week or Less |
Post reap (copy & photos) to Web, LinkedIn, and Facebook; include in next newsletter |
| Recurring |
Program updates on LinkedIn, Facebook, and Twitter (targeting updates as information changes or becomes available to share prior to final two weeks when switching to daily postings/updates or
conversations |
Note: T refers to event date; T – 6 Months is 6 months prior to event
For a monthly or small event – recommended timeframe is 4 months
| T- 4 Months |
Save the date mailing/ Email/ and announcement in newsletter |
| T- 3 Months |
Post event webpage with registration and tie in LinkedIn, Facebook event pages; establish Twitter hashtag; begin promotion in newsletter with ad or news in each edition |
| T- 2 Months |
Email promo |
| T- 3 Weeks |
Email push with weekly emails |
| T- 1 Day |
Last chance to register (with on-site registration procedures if appropriate) |
| T+ 1 Week or Less |
Post reap (copy & photos) to Web, LinkedIn, and Facebook; include in next newsletter |
| Recurring |
Program updates on LinkedIn, Facebook, and Twitter (targeting updates as information changes or becomes available to share prior to final two weeks when switching to daily postings/updates or conversations |