Marketing Your RIM Program - DRAFT for ARMA 2009. "Final" draft of a presentation I will be giving at the ARMA Conference in Orlando.

1. Marketing Your RIM Program:A Hands-On Workshop Jason C. Stearns, CRM Corporate Vice President Corporate Records Manager New York Life Insurance Company EducationCode: FR03-2178

2. Learning Objectives Upon completion of this session, participants will be able to: Apply marketing principles in promoting a RIM program Identify steps for creating a RIM marketing campaign

4. Develop workable marketing ideas for a RIM ProgramUpon completion of this session, participants will be able to:

5. What is Marketing?

6. All business activity involved in the moving of goods from the producer to the consumer, including selling, advertising, packaging, etc.

7. What is Marketing? “The aim of marketing is to know the customer so well that the product or service…sells itself. …All that should be needed then is to make the product or service available.” Peter Drucker 1909-2005

8. The 4 “P’s” of Marketing Product

9. The 4 “P’s” of Marketing Price

10. Placement Placement The 4 “P’s” of Marketing

11. The 4 “P’s” of Marketing Promotion

12. The 4 “P’s” of Marketing ? ? ? ? ?

16. Any name, term, design, style, words, symbols or other feature that identifies the goods or services of one seller from another and/or that distinguish one product from another in the mind of the consumer

18. Identifies and differentiates product/service

19. Unifies marketing messages

21. Identifies and differentiates product/service

22. Unifies marketing messages

24. i’m lovin’ it

26.  The Real Thing

28. The Company You Keep

29. Macromodel of the Communications Process SENDER Encoding Decoding RECEIVER Noise Media MESSAGE Response Feedback

30. Cognitive Stage Behavior Stage Affective Stage Micromodel of the Consumer Response Process Awareness Conviction Knowledge Preference Liking Action

31. Creating the Campaign

32. Establish the Core Message

33. Develop Your Brand RIM is In RIM is IN RIM is IN RIM is IN

34. Determine Your Budget

35. Identify the Target Audience

36. Start Designing

37. Select Marketing Channels s Web Print Media Person to Audience Events email

38. Decide on the Media Mix

39. Measure the Results

41. Easy to maintain once set up

43. Can pre-approve content before posting

45. Must be maintained or users will stop visiting

46. Site style guide may limit options

47. Even with WYSIWYG interfaces, some knowledge of HTML is usually needed

48. May be dependent on another area to publish

50. Can broadcast on the web to reach a larger audience for minimal cost

52. Can pre-approve content

54. May need to adjust message depending on audience

55. Space may be hard to get

56. Must be comfortable speaking in front of groups

57. Need experience using “slideware”

59. High distribution costs

61. Can pre-approve content

63. May not be appropriate in all locations

64. Target audience may tune out the message

65. Design will make or break the campaign

66. More effective in targeted bursts

68. High to very high distribution costs

70. Can pre-approve content

72. Can be made available in multiple locations

73. Target audience may not read them

74. The Communications Dept. can help (if you have one)

75. Test drafts on trusted colleagues

77. Potentially high distribution costs

78. High visibility and impact lowers overall cost

79. Message can be targeted to address a specific issue

80. Difficult to “stay on message”

82. Great way to put faces to names

83. Theme may not speak to all audiences

84. Best for general awareness

85. No wallflowers allowed

87. Tax considerations

88. High visibility may lower costs but may also interfere with your message

89. May be viewed as wasteful

90. Management may want tighter control over your project

92. Any appearance of favoritism will damage your reputation

93. When well done, they are very popular

94. Mark promotional items with your brand

95. Pick something unique and fun

98. The use of whitespace helps draw attention

99. Use high quality graphics or none at all

101. Information Design RECORDS MANAGEMENT POLICY Corporate Records Management Office

102. Information Design Records Management Policy Corporate Records Management Office

103. Information Design

105. Too many fonts are worse than too few

106. Serif fonts are best for large blocks of text

107. Sans serif fonts are best for headlines and the web

110. Increase motivation by up to 80%

111. Accelerates recall as much as 78%

113. Color on color can reduce legibility

114. Reproduction is often inconsistent

116. Information Design Common American/European interpretations of Color: RED excitement, danger, loss ORANGE energy, warmth, cheerfulness YELLOW sun, caution, illness GREEN environment, life, growth, money BLUE water, cold, calm, masculinity PURPLE rage, power, royalty, religion WHITE peace, purity, virginity, BLACK mourning, formal, sophistication

117. Information Design Common Eastern interpretations of Color: RED luck, celebration, bridal ORANGE spirituality, creativity YELLOW courage, nourishing, merchants GREEN religion, exorcism, cheating BLUE heaven, spirituality, immortality PURPLE expense, wealth, virtue WHITE death, funerals, mourning BLACK trust, quality, childhood/youth

119. It doesn’t hurt to try

120. Use your network to share ideas

121. Look for inspiration everywhere

122. Take time to look at the big picture

123. You’re more creative than you think

125. Thank you! Jason C. Stearns, CRM jasoncstearns@mac.com jasonstearnscrm jasoncstearns

126. Marketing Your RIM Program: A Hands-On Workshop Please Complete Your Session Evaluation Jason C. Stearns, CRM Corporate Vice President Corporate Records Manager New York Life Insurance Company EducationCode: FRO3-2178