Tracing Memories is a therapeutic art program for elderly. It is somewhat more difficult to reach out to this population using media channels as not all people in the targeted demographic currently use technology as a means to find information. However, it is important to think of the target audience and who will be providing the programs and materials for the elderly population targeted. So activity directors, program managers, healthcare professionals, family and friends (of the elderly) should be targeted too. These people are maybe more important than the end users because they are the ones who will be providing the materials and the programs. Here are some examples of media channels that might be used to promote tracing memories.
Benefits: The Copic website reaches a large audience already, so having a tab or link on the website to promote Tracing Memories will guarantee that it will be seen by those who visit the site regularly. Also, for those seeking information about the program, the website is the obvious way to find out all about Tracing Memories.
Pitfalls: The website might not be reaching the right demographic. However, the people who do view the website may have a friend or loved one who might benefit from the Tracing Memories program. So hitting this demographic may initiate word-of-mouth marketing.
Usage: When someone comes to the Copic website they should find a quick and easy link to the Tracing Memories program website. It should be under a tab that is logical and gets them to the information they are seeking in a quick and logical manner. Then content should focus on information about the program and include sub-sections with areas of interest. These areas could be history of the program, supported research, about the program, finding a class, testimonials, current instructors and how to become an instructor. It will be important to include images and examples of the art. The website will be mostly stagnant information but will be updated at least once a month with new classes, events and other information.
Benefits: Many people are connected on Facebook. To have this as one of Tracing Memories’ media channels allows the program to be visible and see if people are “liking” it. If anyone sees the Tracing Memories program and thinks it might be of interest to someone they know, it is easy to share information on their own wall, on a friend’s wall, or like the page to help promote the program.
Pitfalls: The end user might not be using Facebook so it is not a direct form of marketing or communication.
Usage: Facebook, as we know, is a great way to connect people. This would be a great place for instructors to talk about upcoming classes and events, share participants work and get people interested and excited about the program. Facebook posts by could include upcoming classes, testimonials and success stories. Even if the content is just about how much someone enjoyed be a part of the program, it will help expose the program by tapping into that individuals network and in turn their friends’ networks and so on. Facebook is easy to access and many people have accounts, so it is a great way to use already existing social networks to market the program. Facebook should be monitored and updated once to twice a week.
Benefits: A great way to share the final art works of participants in the program. Seeing the end product may get people excited about the program and entice them to learn more.
Pitfalls: Instagram is not a great way to get out detailed information but is great for sparking an interest. It uses visual stimuli to draw the consumer in.
Usage: Instagram should be focused on the art. The name “Tracing Memories” should always be tagged so that people know where to find more information and can go to the website to get all the details. The posts should not have to goal to spread information but more to spark an interest. If the posts get too wordy and promotional it might deter people from wanting to know more. The details of the program should be saved for the website and Instagram can focus on the beautiful pieces of art created by participants of the program. Links to the website can be included in posts for an easy way to link to more info. Instagram should be used more than once a week but no more than once a day.