Melissa Kindall, Social Media & Special Communications Project Manager
Tell us about your business in 170 characters
We are a nonprofit that offers senior living and related health care services, along with a range of programs for children, youths, families, and communities.
What marketing gets you results?
We have a very diverse audience. What works for one group may not work for another. On the senior living side, we get a good response from targeted, income-qualified direct mail and events. On the children and youth side, we tend to focus on media relations and garner a lot of engagement from our various social media channels and email blasts.
Do you have any marketing or business tips you would like to share?
There is no magic formula; it really is a collaborative effort that involves various tactics that aren’t always as simple as they appear. For example, many people say social media is “free,” but it isn’t! Someone has to be paid to research and gather engaging content then track it to see what works. Marketing is always evolving, and your audience may also be changing. Stay educated on what’s happening in your industry and take time to know and engage your audience. Be sure to track and analyze past marketing efforts to determine what variables may need to be adjusted for future campaigns. Most of all, make any form of marketing about your audience…not about you! People are not drawn to pushy self-promotion on social media and advertising campaigns. You would think that is a given, but I still see posts like that in my newsfeed every day!
What types of print marketing do you plan on continuing, expanding, or replicating this year (2015)?
We do a variety of sales newsletters quarterly for our senior living communities, direct mail for our Dining with Diakon events, annual report, Dialog newsletters, community impact reports, and dozens of “miscellaneous” print projects.
How has Konhaus Marketing helped you meet your marketing goals?
Konhaus has been great to work with in terms of getting items we need printed. They are efficient and affordable! Moreover, they have gone out of their way dealing with business reply permit issues and are very quick to help us to meet a deadline on short notice.
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