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How to Market the Program
People have short memories. Constant promotion is essential to any performance improvement or recognition program, and it takes a unified promotional strategy.
Develop a catchy name, or theme, and a logo. “Everyone Counts” is bound to seem more exciting than “Our Motivation Program” and stick longer in participants’ minds. When applied consistently to program communications, it will provide instant recognition—the way retail brand names do.
Emblazon the program name and logo on every bit of information you send out to the audience. Make them especially prominent for the:
1. Pre-event promotion. Send teasers to generate excitement. They can be e-mails and other types of electronic messages as well as small promotional items delivered through traditional snail mail. Teasers hint at the coming program and are often accompanied by a small gift related to the program’s theme or grand prize.
2. Kickoff event. This, the official launch of the program, should explain specifics like what you want to accomplish, how employees can participate, and what they’ll get if they do. Kickoff materials need to drum up enthusiasm. If time and budget allow, plan activities around a program launch.
3. Announcement brochure. This should reinforce what you announced at the kickoff. Think of it as a formal invitation. The piece should clearly state the rules, objectives, structure, length, and awards, etc. Include contact information for questions or comments. Try to address possible fears among program participants. Describe awards in detail and clarify legal or tax considerations.
4. Promotional items. They’re not just for pre-event promotion. Use them during the entire qualification period. Send them regularly to remind people that the program is alive and kicking. The more you reach out to people, the more successful your program will be. Send letters from the company president encouraging participation and lauding participants who are doing well, run an article in the company newsletter, put up posters, set up award ceremonies, and pass out specialty items.
5. Periodic reports. These keep management and employees informed of participation rates, rule changes, and other relevant issues. Or you can set up an intranet site where participants can check their progress. Don’t be lax about distributing updates to get in front of participants on a regular basis.
Don’t shy away from new media. Everything from e-blasts, to social networking, to cell phone-generated mobile communications can be effective brand-awareness builders.
