Three to four times each year create a sense of urgency with these motivational mailings by including notice about a special program. Use advertising to back up your direct mail program, conducting the two campaigns simultaneously. Make sure the message is the same in each. Repetition increases the probability you will get a response because people do not always react the first time they see something. Whether you use newspapers, magazines, radio, television or web sites, test the effectiveness.
Publicity is the key to establishing marketplace credibility.
Make it your policy to issue a press release whenever something good is happening at your community, whether it is a new staff addition or a special program. Try to generate a feature story around people or events of human interest. If you think you are not receiving appropriate coverage by area news media, explore the possibility of contracting with a local agency that knows how to get stories placed. Use the results as part of your marketing materials by obtaining reprints of positive articles and mailing them to prospects. Collateral materials pique interest, serve as educational tools and communicate a positive image, but do not depend on them to cinch a deal.