What activities will you host for Active Aging Week® 2018? Whether you are planning health fairs or educational lectures, art workshops or exercise classes, community walks or zipline adventures, your week’s success will come down to one word in the final months—marketing..
Now, you might think your marketing team has addressed every aspect. Advertising ready to go. Local media, both online and print, invited to interview you before campaign kickoff to drive awareness. Numerous announcements/articles included in your newsletter. Flyers handed out to residents or members as well as their family members. Social media and email utilized to build interest in the week you have planned. Even tools on the campaign website used to solicit a proclamation that the last week of September is Active Aging Week in your town or city.
What could possibly be missing? The answer is people.
If your organization has yet to do so, it’s not too late to seek the support of everyone who does business with you, everyone who utilizes your services, and everyone who your organization touches in some way. Reach out and request help. Ask them all to “just share” what you will be doing for Active Aging Week with the people they know. They’ll then become your campaign ambassadors. This is known as the “ripple effect,” a time-tested way of spreading the word.
Here are some suggestions to ensure that people pass along the message you want them to share:
1) Give individuals a social media kit that has one or more images for your Active Aging Week participation and the precise content you would like them to share on Twitter, Facebook and Instagram, along with hashtags for your organization and the campaign (#activeagingweek). Ask them to share these things three times a week over the four weeks leading up to the observance.
2) Ask local merchants to place posters for Active Aging Week in their windows. They, too, can participate by offering campaign specials to draw in business. This will not only be good for their business but also drive campaign recognition and awareness.
3) Ask your local media not just to cover your Active Aging Week activities, but to be your campaign partner as well and write a weeklong series on how being inspired to embrace wellness can change the lives of everyone in your city or town. The media outlet will be part of Active Aging Week and not just report on it—an approach implemented successfully in various cities, including Champaign, Illinois, and Winnipeg, Canada.
It’s important also to reassure people that they will not need to spend a lot of time doing these things.
The above suggestions are just three of the many ways you can expand the reach of your Active Aging Week message. Additional marketing recommendations are provided in “How to get the most out of your involvement in Active Aging Week,” available in the “Planning your events” section of the campaign toolkit. Use these tools and ideas to use the power of many and maximize the benefits of Active Aging Week participation.