1. Marketing is Everything.
Well Almost.
The Marketing Collaborative
Cathy Rubino Hines
Founder, Strategic Director
August 10, 2009
2. Cathy Rubino Hines
• Marketing is about finding solutions, developing unique ideas
– that starts with investigation…and ends with vision.
• Whatever the marketing challenge, marketing tools when
systematically applied, get to the heart of the situation,
provide insight, and the solution.
• Uncovering the opportunities through marketing analytics, 1:1
interviews, research, competitive analysis…digging until we
find the approach that’s right for each marketing challenge.
• Articulating points of difference that are meaningful to the
target audience is critical – sounds easy but….. Our solutions
are always with an eye toward meeting your institution’s
objectives, there’s simply no other way.
3. Cathy Rubino Hines
• 20+ years working with:
– Healthcare
– Higher education
– Non-profit organizations
– Consumer and Business-to-Business
– Technology, financial products/services
• Associate Marketing Director at University of
Rochester Medical Center
• VP, Account Director at Cognitive Marketing
• Account Supervisor at Buck & Pulleyn
4. The Marketing Collaborative
• Business model is based on creating a virtual
marketing communications team for you.
• It leverages the expertise of senior level professionals
who join forces to bring the best possible solutions
• A variety of working relationships based on your
evolving needs
• The result: We become an extension of your
institution’s marketing communications team – one
that you can count on.
5. Experience in higher education
• The Harley School – Branding, Advertising, Admissions
• Salem Academy – Branding, Internal Communications,
Advertising
• Salem College – Branding , Internal Communications,
Advertising
• Wells College -- Admissions
• St. John Fisher College – Branding, Advertising
• Nazareth College – Branding, Admissions, Development
• University of Rochester – Branding & Identity
• Hudson Valley Community College – Website
development with Cognitive Marketing
6. Social Media – A Strategic Approach
Our goal is to provide a strategic plan that integrates the appropriate
social media platforms into your marketing mix. It starts with a
definition of objectives and the market situation. Content of the plan
includes:
Situation Analysis
Marketing objectives
Define goals specifically for each social media platform
Competitive Analysis & Best Practices in social media
Trend analysis
Recommendations
Social Media Strategy
Approach
Key messages
Budget
8. Lakeside Health
System
This new advertising campaign is
designed to communicate the
differentiating brand attributes of
Lakeside to its community.
There have been numerous
improvements made to the health
system including those to quality of
care and the addition of new
physicians like Dr. Steve Wolfe,
Chairman, Department of Emergency
Medicine.
The campaign highlights their
approach to health care as well as
their door to exit time. Who has ever
been out of the emergency
department in 94 minutes?
9. Rochester General Medical Group
Allergy /Immunology Rheumatology
This advertising campaign
seeks to capitalize on
consumers’ proactive nature to
seek out specialty care for their
allergy symptoms. This direct
to consumer campaign
promotes the practices’ three
convenient locations and
expertise as many allergy
sufferers use over the counter
remedies or may possibly need
shots, but don’t want to
interrupt their day.
11. Strong Heart & Vascular Center
• The primary objective was to build Strong’s cardiology
practices and referrals to the hospital by positioning the
SH&VC in the minds of consumers
• The challenge: How to add the human touch to the high
tech of heart care at the SH&VC.
• SH&VC was silent in the market which allowed RGH and
consumers to define cardiac care at Strong
• Competitive situation:
– Rochester General had a consistent marketing
presence -- the “No. 1 Heart Hospital”
– RGH remains the perceptual leader for heart care
12. Target Audience – Consumers
• Followers: those who do not question a referral or advice
from their primary care physician or cardiologist
• Our primary target: Pro-active consumers who are actively
involved in their healthcare and/or those of their loved
ones. This is a growing segment as more educated Baby
Boomers take charge of their health and their loved ones
and have access to dramatically improved healthcare
information on the Internet.
• Demographics: Women 50+
– They and/or the people they love are either at risk
for heart disease or already showing signs
15. Strong Heart & Vascular Center
Patient stories
tested as the
most believable
form of
communication
for URMC.
Along with
traditional
advertising, the
cost-per-click
program
improved traffic
to the website.
www.MyStrongHeart.com
16. Dr. videos on MyStrongHeart.com brings physicians to life
for proactive consumers and caregivers who want to make
informed decisions.
17. Marketing Collaborative Client List
• Rochester General Hospital
• Rochester General Medical Group
– Rochester Allergy Group
• Lakeside Health System
– Advertising
– Website
– Direct Marketing
– Internet Marketing
• Cognitive Marketing
– Hudson Valley Community College
19. Comprehensive Marketing Mix
• Marketing Planning
– Strategic process that incorporates analytics, interviews, analysis, and recommendations.
Advertising
Direct Marketing
Promotions and Event Marketing
Public Relations
Internet Marketing
Social media planning and implementation
Web site design and execution, ecommerce solutions, custom on-line applications, email
marketing, internet advertising, and more...
Identity Development
Corporate identity systems and product logo development
Print Media
Marketing support materials, product catalogs, brochures, sales materials, trade show support
Multi-media Development
Flash animation & application development, PowerPoint presentation templates and stand-alone
multi-media interactive CD-ROMs
20. Marketing Planning
• Starts with analytics including a look at the existing
data and identifying future trends.
• Building a SWOT Analysis identifying strengths,
weaknesses, opportunities, and threats.
• Competitive Analysis including programmatic and
marketing related issues.
• Final plan includes recommendations and a
blueprint for marketing activities over the next
12 – 18 months.
21. Marketing Plan Details
• Situation analysis
– Demographics
– Financial contribution and impact
• Market share and volume assessment
• Trend and Impact Analysis
• Competitive Analysis & Best Practices
• SWOT Analysis
• Marketing Goals
• Recommendations – opportunities for growth
• Marketing Strategy, key messages
• Budget
22. Communications Audit
• Evaluation of your marketing initiatives
undertaken in the past year; obtain results
(anecdotal and measurable)
• Identify key messages and brand personality
conveyed in these programs
• Discuss with key internal audiences their
vision for the future of the institution
• Outcome: a report that analyzes what you’ve
accomplished and initial recommendations for
a more effective marketing approach.
23. Project based solution
• You may have the need for an immediate project based solution -- an
ad or brochure -- to better convey your services
• There may be a specific marketing problem that needs an immediate
solution or an event that needs support
• No matter the situation we take definitive steps to ensure a positive
outcome beginning with a marketing brief:
– Description of project/problem/market situation
– Measurement of success or expected outcome
– Barriers to overcome (including competitive snapshot)
– Target audiences, their current and desired mindsets
– Key copy points
– Reviewed and agreed upon prior to the execution phase
• Then we present the solution including creative concepts, if
appropriate
24. Comprehensive Solutions
• Establish a clear, compelling brand that
differentiates you in the marketplace
• This may be for your company or a specific
product or service
• Involves a thorough understanding of your target
audiences and their motivations, the marketing
challenges and insight into your brand. It begins
with these conversations:
– 1:1 interviews with key internal stakeholders
– 1:1 interviews with external audiences including clients and prospects
– Focus groups or quantitative research when needed
• Communications audit, online competitive
analysis
25. Comprehensive Solutions
• The outcome: a comprehensive marketing
communications plan that includes:
– A summary of the market situation, target audiences,
competitive landscape, objectives, and value proposition (what
are you best at, for whom, and why)
– Integrated strategies and tactics such as
– Grassroots marketing
– Event marketing
– Advertising, direct marketing
– Promotions and public relations
– Internet marketing
• A 12-18 month blueprint to reach your
objectives within your budget guidelines
26. Brand Workshops
• For those companies that want more
consistent, more effective marketing
communications programs
• Going beyond the service offering to the why
behind the sale
• It goes beyond your logo and your identity
• Includes senior leadership in a series of
interactive workshops with marketing team
• Preparation includes confidential interviews
with customers and prospects by Cathy Hines
27. Brand Workshops: Outcomes
• Creation of your value proposition: what are you
best at, for whom, and why
• Answers the question: what specific segment of the
overall market do you serve best? What is your point of
difference that can be leveraged in the market?
• The value proposition serves as the foundation that
drives all communications moving forward
• Further development of your brand personality:
– How do you define it?
– Where does it sit on the rational/emotional continuum?
28. Contract solution
• Appropriate when an all encompassing
approach is required to handle marketing
needs on an ongoing basis
• Based on a specific time requirement for my
marketing services on a monthly basis
• Length of contract depends on your needs
30. Marketing Partners
• Copywriters • Art Directors
– Tom Curtin – Anne Esse
– Amy Bown – Kathy Cairo
– Cathy Godlewski – Mike Tutino
– Walt Thomas – Margo Boehm
– Kate Sonnick
• Media • Internet Marketing
– Patty Carroll, Media – Will Weidman
Impressions
• Public Relations
– Michael Scrivens, Marcom
Management Group – Grace Lazzara
• Research
– Insight Solutions
