10 Steps to CRM + Make-A-Wish

I am currently a social media marketing intern for the Make-A-Wish Foundation of AK & WA. With that said, the statements I may make in the following post are of my own personal opinion and are not representative of the Make-A-Wish Foundation and its mission.

I believe that the Make-A-Wish Foundation of Alaska & Washington does a great job in recognizing "the customer's role in its CRM efforts. The Make-A-Wish Foundation of Alaska & Washington works to develop strong and long-lasting relationships with all its donors, wish children & their families, volunteers, interns, and employees. Make-A-Wish especially understands the importance of maintaining healthy relationships with donors and corporate sponsors; it is much easier to retain pst donors than try to identify new ones. Right now, the chapter is experimenting with Facebook, Twitter, YouTube, email, and other social media tools to better understand how its target market prefers to be interacted with and contacted. This is a prime example of how successful organizations do not "manage" their customers, but rather provide the tools for their customers to manage their own connections to the organization.

The Make-A-Wish Foundation of Alaska & Washington could work on improving its metrics efforts, in regards to its marketing tactics. Rule 6, (Measure and manage the marketing return,) of our E-Marketing text's 10 Rules for CRM Success stresses monitoring "marketing expenditures and their role in revenues." It is important for organizations to understand the impact of their marketing efforts. Currently, the Make-A-Wish Foundation of Alaska & Washington is beginning to analyze the influence of its Twitter page, and the reach of its Facebook page. However, it would be to the chapter's benefit to start tracking correlations between usage of its social media sites and donations/corporate sponsorship/number of new volunteers.

Marketing Plan Outline - Make-A-Wish

I am currently a social media marketing intern for the Make-A-Wish Foundation of AK & WA. With that said, the statements I may make in the following post are of my own personal opinion and are not representative of the Make-A-Wish Foundation and its mission.

1. Brief Description of Client:

The Make-A-Wish Foundation of Alaska and Washington is a non profit that grants wishes to children between the ages of 2 ½ and 18 with life-threatening medical conditions. The foundation aspires to bring hope, strength, and joy to sick children and their families. Typically, wishes fit into four categories: I wish to be, I wish to meet, I wish to go, I wish to have.

2. Areas of social media that are best match for client:

Facebook is probably the very best social media site for Make-A-Wish to utilize. This is due, in part, to the fact that many of Make-A-Wish’s target market and followers happen to be mothers. (And the number of moms on Facebook is currently skyrocketing.)

YouTube is another great social media tool that Make-A-Wish should utilize as much as possible. Multimedia, including video tends to be very effective in word of mouth marketing and advertising. Sharing wish stories via YouTube is a great way to spread awareness of Make-A-Wish and its unique mission.

3. Word-of-Mouth Marketing Plan

Talkers: volunteers, past donors, wish recipients/their family, people who know someone who had a wish granted

Topics: unique non-profit with an inspiring mission, appeals to people’s emotions, you can become a volunteer and help make a child’s wish come true, “wish stories,” variety of promotions with numerous businesses (AVIS, Brooks Brothers, Macy*s, Alaska Airlines)

Tools: videos on Youtube page, Facebook, twitter, website, email newsletters, blog?

Taking Part: careful monitoring of Facebook/Twitter and promptly replying to any comments or tweets, use Hootsuite to schedule tweets

Tracking: Google alerts/analytics, Tweetdeck (keep track of mentions on Twitter), keeping track of email “open rate,” Facebook Insights

*I also plan on including a SWOT analysis & timeline for implementation.

4. Mobile Marketing:

QR Codes: A QR code could be placed within quarterly Wishful Thinking newsletter. The QR code could be paired with a story about a recent wish that was granted. QR codes could be added to the back side of all employee business cards. This QR code could lead individuals to the "About Us" section of our local chapter of Make-A-Wish. Scanning a QR code would be a simple way for individuals to participate in any sort of contest or sweepstakes Make-A-Wish holds.

At this point in time, I’m not sure that mobile phone apps are necessarily relevant…

5. Does it make sense for your client to create an alliance with a partner for cause marketing?

I’m not sure how feasible this idea is, but I think it would be cool to see Make-A-Wish form some sort of alliance with a non profit like the National Children’s Cancer Society. Perhaps a joint fundraiser or benefit?

Our local chapter of Make-A-Wish could also partner with a local company, (restaurant, jewelry store, retail store,)—proceeds of a special “Make-A-Wish” day would benefit the foundation, while also helping bring business to the local company.

6. Ethical standards appropriate to your client.

“We will always disclose any relationship we may have with corporate sponsors or partners.”

“Employees who hold a personal blog, Facebook account, or other form of social media tool must clearly identify themselves as Make-A-Wish affiliates when making comments or references to Make-A-Wish. In addition, they must clearly state that their posts are of their own opinion and are not the views of Make-A-Wish.”

“We will comply with all FTC laws and regulations governing social media and disclosure.”

Adobe Digital Marketing Trends Survey + Make-A-Wish Foundation of AK & WA

I am currently a social media marketing intern for the Make-A-Wish Foundation of AK & WA. With that said, the statements I may make in the following post are of my own personal opinion and are not representative of the Make-A-Wish Foundation and its mission.

1. What did you learn that is "new" from the survey?

I thought it was interesting that “Personalization features continue to be among the least deployed tactics, yet collect some of the highest “very effective” ratings from people who have deployed them or are planning to deploy them.” I was surprised that more marketers do not utilize personalization techniques to tailor content to their target audiences. Everyone enjoys feeling special and valued and personalization seems like a great way to make a consumer feel like he or she is more than just a “number.”

2. What did you read that sparked an idea for your personal project client and how might that idea be used?

The 2011 Adobe Digital Marketing Trends Survey revealed that multi-media, (such as video, integrated images and audio,) and interactive executions, (tactics that invite the consumer to participate,) tend to be most effective in raising the bar on customer experience.

These results inspired me to develop a campaign for the Make-A-Wish Foundation of AK & WA that utilizes multi-media and consumer interactivity. The I wish… campaign would invite individuals of all ages across Washington and Alaska to post a fun/creative/inspiring/humorous video on YouTube demonstrating what they most wish for in the world. (i.e. I wish…to be an astronaut when I grow up.) The foundation would partner with a corporate sponsor for the I wish… campaign—for every I wish… video uploaded on YouTube, one dollar would be donated to Make-A-Wish. (or something along those lines.) In addition, at the end of the campaign, the foundation would choose one video to be highlighted on the AK & WA chapter’s website and Facebook page.

April 14th Blog Post.

1. What do you believe would be the most effective way for Seattle University to recruit students and why?

The most effective way for Seattle University to recruit students is to create word of mouth “ambassadors” to speak to parents and high school seniors at targeted high schools. This “push” method of marketing ensures that the target market, (in this case high school seniors and their parents,) receives the intended message. This is in contrast to sending an email to targeted high school students, posting on Seattle U’s Facebook, or advertising on Google—there is no guarantee that the recipient will open the email, be Facebook friends with Seattle U, or notice the online advertisement. Sending an ambassador who is a current SU student not only provides credibility, but also adds a sense of realism to the situation. A high school student will find it easier to relate to someone close to his or her age and may be able to identify with a student ambassador’s experiences, interests, etc.

Creative and unique videos posted on Facebook, YouTube, or the SU website could potentially be a great way to recruit students. A great example is University of Oregon’s “Call Me A Duck” video, which is found right on its office of admissions webpage.

2. Pick an online coupon you have used or would use and explain where you found it, why you use it, and why it's a benefit to you as a consumer.

I recently received a coupon from DSW, via email:

As a frequent shopper of DSW, $15, $30, or $50 off a purchase sounds like a pretty good deal for me. Furthermore, because this offer is only sent to DSW Rewards members, it has an added element of “exclusivity.”

3. How do you feel about getting ads on your cell phone in the form of coupon codes that would offer you 50% discounts or two-for-one at your favorite restaurant?

If I, as a recurring customer of some restaurant had opted-in to receive coupon codes or discounts, I would probably appreciate the ads. However, if the ads were unsolicited, I would more likely find them irritating. It would also depend on when these ads would be received and how often they would be received.

WOM CH6-9

We all know that money needs to grow--whether it is growing in a money market saving account, or a mutual fund, or a risky foreign stock fund...It is certainly interesting to see how marketing needs to grow too. Unlike Finance where I can hedge via various instruments to limit the loss, Marketing is a lot riskier. We cannot force people to listen to us. We cannot control what people say about us.

The "Deluxe Hug" video has gone viral for a little while. It reminds me of the fact mentioned in Chapter 6 that sometimes "extraordinary customer service" grabs a lot of attention, even though it is not completely free. In addition, something silly and laughable is certainly easier to pass along than something dead and serious.



So what do you think? Is it kind of dumb like other viral videos?

Did you realize the Deluxe Hug Giver has a "More Cowbell Ice Cream" shirt (1:04 min)? Since this class makes me think critically about every video out there... may I ask is this video one of the underground promotion for More Cowbell?

In regard to the "Tell-A-Friend Form" Section on page 126, I have a personal take on this subject. I found tell-a-friend forms to be quite unusable because I feel like I am annoying the people I know. Facebook, for example, asks me to select friends in order to reveal the result of the little quizzes I took. I am reluctant to select friends I know well. However, if the company changes the "Tell-A-Friend" phrase into something creative or interesting, i.e. "Wish list" and in the email message, "Pss, I think (Frannie) would like this as a gift"; or "Think your friend must have this?". A great example will be the Wakemate product. If it says "Tell-A-Friend" about us! I will not click it. In my head I think, "I am not going to work for you for free!" However if the link says "Think your friend needs this?" I will immediately think of my co-workers, who frequently complain about the good old annoying alarm clocks. It is interesting how the same function can have different effects by utilizing different, more personable wording.

What I Learned During Class: Number One

When I first signed up for this class, several weeks ago, I assumed the course contents would be applicable to my current internship position with the Make-A-Wish Foundation. {I assumed correctly and am looking forward to utilizing anything and everything I learn this quarter to help out M-A-W!} After yesterday evening's session, I am now confident that what I gain from this class will also be highly relevant to my future career in marketing/advertising.

First Impressions

I enjoyed the format of yesterday's introductory class. The mix of video and PowerPoint was engaging and really held my interest. The brief introduction given on Andy Sernovitz's book gave me a nice preview of some of the concepts we will be covering this quarter. I definitely left the classroom intrigued by the general concept of word of mouth marketing. I've heard of social media marketing and viral marketing, amongst others, but have never formally been introduced to word of mouth marketing.

What I Learned

The most important thing I learned during this first class is conceptually quite simple, but has the potential to completely alter the current marketing environment. "Think as an internet user rather than as a marketer." i.e. Be your own customer! As was pointed out during class, many companies rely on one-way means of communication, often overwhelming consumers with unsolicited, ineffective advertisements. It is to everyone's benefit for a company to connect and converse with its consumers. An example of a company that does an outstanding job of communicating with its consumers is Old Spice. Last year's "Old Spice Man" YouTube videos almost instantly became a viral sensation. But Old Spice didn't just bask in the success of its online campaign; it creatively responded to its consumers comments with humorous, personalized internet responses. view here

...Looking forward to an enjoyable quarter!