This document discusses various topics related to marketing and operations for an addiction treatment center called Jaywalker Lodge. It addresses challenges like changing advertising rules, the importance of website design and content management, and tips for branding including using "We Believe" statements and principles of attraction. The document also outlines the primary and extended care programs at Jaywalker Lodge and emphasizes integrating marketing and operations.

1. …AND HOW YOU CAN AVOID MAKING THEM, TOO
Bobby Ferguson | Founder, CEO | Jaywalker Lodge | April 20. 2012

2. THE RULES HAVE CHANGED
(…new rules of advertising and PR)
 NO MORE ONE-WAY INTERUPTIONS
 THE AUDIENCE IS THE EXPERT
 ON DEMAND DELIVERY OF INFO AS NEEDED

3. THE AUDIENCE HAS BECOME THE EXPERT

9. WHAT’S IN A LOGO?
(…DESIGNERS COST A FORTUNE, OR DO THEY?)
 THE IDEAL LOGO DESIGN PROCESS
 DON’T GET A SECOND CHANCE AT A FIRST IMPRESSION
 WWW.DESIGNOUTPOST.COM

13. CRM IS NOT MY THING
(…YOUR DATABASE WON’T MANAGE ITSELF!)
 DATABASE MANAGEMENT = COSTLY AND COMPLEX?
 ORPHAN PROJECT – EVERYBODY’S BABY IS NOBODY’S BABY
 ONE DO-OVER YOU NEVER WANT TO EXPERIENCE…

16. WEBSITE BASICS
(… DO IT YOURSELF, IT’S ACTUALLY EASIER!)
 DO YOUR HOMEWORK BEFORE YOU HIRE ANYBODY
 KNOW WHAT YOU DON’T KNOW
 HTML VS. CONTENT MANAGEMENT

18. OPERATIONS IS MARKETING
(… AND MARKETING IS OPERATIONS!)
 OPEN COMMUNITY MODEL OF CARE
 JWL SEEKS “MOTIVATED” ADDICTS
 WE BELIEVE STATEMENTS

19. PRIMARY CARE EXTENDED CARE
Arresting Addiction Initiating Life in Recovery
Education Application
Counselor directed Peer directed
Secluded setting Community setting
Intro to 12 Steps 12 Step Immersion
Safe, secluded time out from Structured, hectic re-entry into
life’s distractions real life recovery
Letting go of substances Letting go of self

20. A – Main Lodge (Tx. Ctr.)
811 Main Court A B
B – Transitional Living
725 Main Street
C
C – Transitional Living
734 Main Street
D – Admin Offices
1152 Hwy 133
D

21. “We Believe”
Statements
▪ 12 Core Values
▪ Read aloud weekly
▪ Staff and Patients
▪ Sound hokey?
Perhaps... Try it!

23. BRANDING FOR DUMMIES
(…PET PEEVES AND PERSONAL PREFERENCES)
 THE JAYWALKER PARABLE…
 DON’T TALK ABOUT GOD OR THE STEPS
 PRINCIPAL OF CONTRARY ATTRACTION
 PRICES ON THE WEBSITE

24. “We, who have been
through the wringer, have to
admit if we substituted
alcoholism for jay-walking, the
illustration would fit us exactly.
However intelligent we may
have been in other respects,
where alcohol has been
involved, we have been
strangely insane. It's strong
language - but isn't it true?...”
- Alcoholics Anonymous p. 37

29. BRANDING FOR DUMMIES
(CONTINUED...)
 YOUR PROGRAM IS BORING
...but client profiles are not!
 SUBOXONE & OTHER MEDICATIONS
 DON’T SELL YOURSELF SHORT
…the myth about treatment scholarships and discounts
 ADVERTISING R.I.P.
…long live public relations (Press, Conferences, Online)
 KNOW YOUR AUDIENCE
…is this the place for a distraught mom’s rehab pitch?