Full Description

Leveraging is the key to expanding baseline capabilities, and doing more with less is thename of the game in today's economic environment. Independent of the advertisingbudget that has been approved for getting the word out, there are several specific,tangible methods to stretch that budget as far as creativity will allow.The City of Austin has had several successes with leveraging. It has "piggy-backed" onthe mailings of other departments, using excess postage to obtain free mailingservices. It has received private support for events that otherwise would have been paidfor with tax money. It has created citizen volunteer groups that raise funds and supportcampaigns with time and talent. And it has had a car dealer agree to donate a $23,000environmentally friendly car as part of a broad effort to increase participation in waterconservation programs. This paper explains the marketing ideasand techniques used to realize these gains. Topics covered include: leveraging community resources; leveraging public resources - case study: Austin Energy; leveraging: community groups; leveraging: business relationships; business leveraging - case studies; and, getting new programs approved.

Product Details

Edition: Vol. - No. Published: 01/11/2004 Number of Pages: 5File Size: 1 file , 170 KB