Developing a Marketing Plan for the Iowa Dietetic Association

1. Developing a Marketing Plan for the Iowa Dietetic Association November 2007

2. Overview • Marketing has existed for IDA • Most significantly with public relations • Before we commit to any health fair, redo any logo, produce any brochure. . . What is our brand position in the marketplace? • What do we want our employers, colleagues who are not RDs, and customers/consumers to think of us? • What do we think of our own profession?

3. To get us thinking. . . • Survey of IDA annual meeting exhibitors • Brainstormed with a graphic artist for logo designs • Recommendation is a task force (working with outside stakeholders) to clearly articulate IDA’s brand position

4. Brand Position • Brand Position: What do consumers think of when they hear or read about registered dietitians?  What unique value does a registered dietitian bring? What is our key differentiation from less qualified individuals who also provide nutrition advice? • Brand Target: Is it consumers? Other health professionals? • Brand Promise: What is the single most important thing we should stand for? • Brand Personality: How would our target describe us? • Brand Association: What category of experts do we want to align ourselves with or be associated with?

5. Our Mission and Vision • Mission of the Iowa Dietetic Association: Leading the future of dietetics. • Vision: The Iowa Dietetic Association members are the most valued source of food and nutrition information.

6. Business Partner Interviews • Very non-scientific phone survey of five of last year’s exhibitors • Purpose: • Measure business partners’ opinions of the image of Iowa dietitians, from the perspective of their own business and based on their perception of the average consumer’s opinion • Summarize the role of dietitians within Iowa business partners’ marketing goals • Gain insight on the how IDA might enhance our partners’ specific business objectives.

7. Survey Results • Q: Why do you exhibit? • RDs are key nutrition communicators to the public • Update RDs with new products • Support their customers/network • Q: How do RDs fit into your marketing plan? • Decision makers/influencers of others

8. Survey Results • Q: What is YOUR or YOUR EMPLOYER’S opinion of Iowa RDs? • Positive: Valuable resource, respected, professional • Negative: Some do not project wellness, some RDs easier to work with than others Overall, positive much more strongly communicated versus a few negative comments

9. Survey Results • What do you think the average CONSUMER thinks of RDs in Iowa? • Work in hospitals • Only need to know RDs if they get sick • Probably don’t think of RDs at all • Someone who doesn’t eat any bad foods • Said HyVee RDs are probably making a positive impression about RDs (2)

10. Survey Results • Q: Would you be willing to offer your expertise on a consumer-directed campaign to enhance the recognition and credibility of Iowa RDs? • Yes, yes, yes, yes, yes!

11. Conclusions • Task force to define our brand • Recommend including media reps and business partners, in addition to several Board members • Develop a marketing plan in partnership with business partners • Of course, following ADA’s policies for non-endorsements • Set goals for consumer recognition and measurement • Consider part of long-term financial planning