Marketing Your Program

The American Marketing Association defines marketing as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. This definition remains true even when you are marketing services for sexual assault victims. Like all services, if people are not aware they exist, people will not use them. Marketing can break down this barrier and improve access to services. 

With this definition in mind, how does the work of your SANE program meet the overall mission of the organization? What are the community benefits? What kind of marketing efforts already occur within your larger organization? Is there a marketing department that can be a resource in assisting you? These are just some of the kinds of questions you and your team will want to address. The seven steps to creating the best marketing plan document is a great place to start, but other useful resources are listed as well.

The following is a list of marketing techniques that have been used by successful SANE programs:

• Create a commercial that airs on the local cable TV network
• Advertise on public transportation and billboards
• Create a brochure (in a variety of languages) describing services and distribute them widely in the community
• Present to or meet with local groups, including schools, clubs, health care providers and facilities, community partners, and business owners about your program
• Place informational articles in free local papers that advertise programs and services
• Buy advertising space
• Develop and implement annual fundraisers such as foot races, silent auctions, and wine or beer tasting events
• Create opportunities to set up an information booth at high school career days, health fairs, college nights 
• Create a logo to place on promotional items such as water bottles, sunglasses, lip balm, flashlights, etc., to disseminate widely