Marketing Toolkit

ProProse creates social marketing programs to effectively communicate ideas and messages to achieve desired impacts. Social marketing results are measured by outcomes, rather than sales or profits.

Outcomes are the measured effect of the campaign on peoples’ lives. We count our profit in lives saved or enriched and behavior changed. These outcomes are what make our work rewarding every single day.

Our team of social marketing professionals will approach your campaign from all areas, including:

Research
We do our homework to completely understand how to best communicate to the audiences being targeted. We study how to reach an audience to persuade changes in routine or business-as-usual behaviors; to help the audience invest in and support the need for social change. We have extensive experience directing, analyzing and applying the findings of focus groups, consumer and customer surveys, media-usage analysis, and a wide variety of secondary research including industry trend and competitive analysis and other data compilation and review.

Strategic Planning
Every marketing project needs a plan. We provide detailed marketing plans to solidify the client’s vision and objectives and create strategies and tactics to achieve them. We carefully research, study and develop each plan to meet a campaign’s needs. Our plan provides a roadmap of where we will start each social marketing campaign and where we will successfully finish, including measured outcome goals.

Marketing
While we specialize in social marketing, everything we do stems from our decades of experience and knowledge in traditional advertising, public relations, brand development and other aspects of marketing communications. Our talented team has strong backgrounds in the communications field, and has experience with the full range of marketing strategies and tactics. We incorporate all aspects of for-profit marketing in our campaigns for social causes. We also apply tactics unique to social marketing.

Public-Private Partnerships
ProProse works with public agencies and private sector businesses to form public-private partnerships that dramatically increase the effectiveness of our campaigns while also helping achieve the marketing goals of both parties. Our partnerships involve all levels of the public and private sectors and often we coordinate activities across multiple public agencies, associations or organizations.

Advertising and Paid Media
Many of our social marketing campaigns involve creating advertising campaigns and placing paid media to generate high levels of awareness and participation. Along with our media-buying service partners, we offer full service media planning and buying services. We consistently negotiate lower-than-average media rates and leverage the media budget to obtain a high percentage of added value, that contributes significantly to our campaign's effectiveness.

Public Relations
Most of our social marketing campaigns include public relations and outreach. We develop full-service programs, including comprehensive public relations strategies, community events, and outreach through community partners.

Special Events
ProProse creates, organizes, coordinates and staffs special events that engage target audiences in our campaigns and involve them in the messages. Examples range from one-day summits that educate and engage hundreds of people all at once to an eight-week tour of 40+ high schools and half a dozen community events that help young drivers learn to be safer on the highways.

Promotions
We have found promotions and sweepstakes to be a very effective way to capture target audiences’ attention and involve them in our message long enough to educate and motivate. We have created sweepstakes that motivated teens to watch a safety video and take a quiz in order to have a chance to win a car, and another that exposed homeowners to a video about the benefits of energy efficiency and solar in order to have the chance to win a hybrid car, Energy Star appliances or a solar cell phone charger. By also bringing in partners, the costs of these promotions are usually borne by other interested parties who want to be a part of our marketing outreach campaigns.

Media Relations
We work closely with the media to provide factual, correct and cohesive information and develop news stories. We have developed relationships in prominent media outlets to ensure our clients receive accurate and high-profile coverage. We also develop targeted media events and produce comprehensive media kits, including media advisories, press releases, backgrounders, and more.

Collateral Materials and Promotional Items
We create materials designed to support specific marketing goals. They range from brochures, flyers and “rave cards” to posters and full educational toolkits. We also recognize the benefit of providing strategically selected promotional items to targeted audiences at events and for sales calls. Frequently used examples include pens, keychains, tire pressure gauges, custom printed t-shirts or Polo shirts, health/safety kits and mini flashlights.

Web-Based Marketing and Social Media
The Web has become a substantial marketplace to promote ideas, messages and campaigns. We include Web-based marketing as a part of our comprehensive communication packages. Web-based marketing includes lead generation, electronic postcards, e-Zines (newsletters), blogs, opt-in email blasts, and videos placed on social media such as You Tube.