Multiple Channel Marketing by: Lisa Wester

As Strategic Development Director for Inbox Orange, I see an opportunity for small to medium-sized companies in Central Kentucky to take advantage of multiple channel marketing to grow their business.

Multiple channel marketing means driving a consistent message to keep your customers connected with your brand or product through targeted marketing mediums such as print, web, radio, and direct mail advertising. It provides an opportunity for your customers to connect with you in a way that is comfortable for them.

Adding email marketing as a key component to your marketing strategy will motivate and engage your customer to take action.

I am going to use the Girls on the Run© Lexington ongoing case study as an example. In order for this organization to proceed, a minimum of $6,000 is needed by June 1, 2008 to attend the training session.

Using a multiple channel marketing strategy the organization is in the process of increasing awareness of the program while soliciting donations. Their multiple channel marketing strategy includes:

• • 1,250 postcards distributed through members of the steering committee and John's Run Walk Shop.

• • The postcard provides information on how to join the email list.

• • An acrylic donation box placed at John's Run Walk Shop on Ashland Avenue. Soon there will be one at each of the store locations.



• • A local running blog has mentioned the organization and it's purpose several times. The call to action has been to contact the Council Director, Bernadette Madigan-Dugan. Bernadette has added these individuals to the email list.



• • A informational video runs at John's Run Walk Shop on Ashland Avenue to draw attention.



• • A local running group has volunteered to "Run to Raise Funds." They are seeking sponsorship as they run their daily miles through the month of May.

• • Several hundred personalized letters introducing the organization and a donation request distributed by each member of the Steering Committee to friends and family.

• • The letter provides information on how to join the email list.

• • A press release sent to Business Lexington with the same message and request.



• • An email marketing campaign distributed through a permission based email list.

• •The content of the email contained an update to their status with raising funds and listed the various options above to entice the recipient to donate if they chose to through a method they felt most comfortable with. The email contained a link to the Girls on the Run International website to provide the opportunity to make a credit card donation online.

As of July 2008, Girls on the Run ® Lexington is an official chapter. Through the multiple channel marketing strategy implemented, they raised over $7,500 to attend the national training in Charlotte, NC this past June. They will hold their first session at two locations in the fall of 2008.

They will continue with the multiple channel marketing strategy to increase awareness on a local level and to seek sponsorship as they move forward to offer this amazing program to the Lexington community.