Cut Costs While Maintaining Marketing

Budgets are being cut -- that's a fact, no matter whether you are in public sector or private industry. In such times, you need to be thinking about marketing more – not less – so that stakeholders and others still see you as relevant.

Need a statistic to share with your funding source? In our 2006 statewide telephone survey, 80 percent of those surveyed strongly approved or approved of spending public funds to support K-State Research and Extension. So, let’s get the word out about our great programs and services.

I recently asked the Marketing special interest group in ACE (Association for Communications Excellence) for ideas and suggestions on how to continue marketing when the budgets dry up. Here is a compilation of their responses:

• Don’t underestimate the power of the newspaper. Even if it’s as simple as an event announcement with your organization’s name and a personal contact, publishing in the local newspaper can have a big impact. Mark Crossler from Oregon State pointed out that newspapers are getting hit, too, and might not have the funds to subscribe to the AP and other wire services. This means it’s a great opportunity for our news releases and columns to be placed in the local papers. And, as Nancy Peterson from K-State Research and Extension pointed out, news releases often end up on web sites, radio, and television, in addition to newspapers.
• Radio is still king with many audiences. For example, Sharolyn Flaming-Jackson from K-State Research and Extension said the radio PSAs to promote free radon kits in northeast Kansas were so effective, the agents involved had to pull the PSAs early, as they had given away all their kits. Our audience research shows that radio is most effective in metro areas, where people have longer commutes and spend more time in their vehicles.
• Use email. Email is a great way to distribute electronic newsletters, reminders and announcements. You want your audience to read your messages, so don’t inundate their mailbox with fluff. Send only valid, useful materials and test them for spam-guards before distributing. Also, make sure you’re email distribution list is maintained and keep in mind that not all your audiences are receptive to email. Some will still need a printed and mailed newsletter.
• Use your branding and style guides. We provide such a fabulous service to Kansans; it’s a disservice to ourselves to not take the credit for it. The best way to do that is to identify yourself and affiliate with K-State Research and Extension, so when budget cuts come, your legislators and county commissioners know who helped them and their neighbors. Plus, we want them to recognize our brand as representing quality information, great service, and friendly people. Our Communication and Style guide is undergoing an update currently, but the most current version is available online at: http://www.communications.ksu.edu/DesktopDefault.aspx?tabid=660
• Review your mailing list. Cull any outdated addresses to save big on postage.
• Print smart. One state has put a ban on all full-color printing. Another is taking advantage of bulk discounts, with multiple counties pooling their resources for a larger print run. What can you do in Kansas to print economically? Next week, we’ll give some additional pointers on how to make the most of your printing budget.
  

Thank you to Larry Jackson, Mark Crossler, Sharolyn Flaming-Jackson, Deborah Morehead, Jennifer O’Leary, and Nancy Peterson for contributing to this article.

Cut Costs While Maintaining Marketing