INDEX DIVIDER Basic Marketing Manual

INDEX DIVIDER Basic Marketing Manual

Appreciate the solid basic content that began the HUGS Marketing Manual when the program was first packaged
into a Facilitator Kit. Now blossomed into multi-indexed binder the new Marketing & Business Development
Manual adds layers of experience onto the basic information.

Product
The Target Market
HUGS Client Profile
The Competition
Comparisons between Be Trim & HUGS
Price
Weight Watchers & HUGS
Place
Establishing the business
Introductory Session
Information Package
Closing the sale
Ways of "closing the sale"
Promotion
Marketing strategies
Preparation for introductory session
Promotional ideas
How to handle the media interview
Distribution of brochures
Media advertising
Conclusion
Most effective marketing efforts
Non Disclosure Agreement

INDEX DIVIDER Expanded Issues

As facilitators came on board, their varied situations created a colorful array of relevant questions and
responses to their situations expanded the basic marketing guidance.

Why the name HUGS?
Use of anti-diet or nondiet in your promotion of HUGS, commentary by Linda Omichinski
Timing of classes
How do you respond to queries about the effectiveness of the HUGS program? (8/96)
How do I go about offering the HUGS program through a hospital? What revenue would they make?
What if I want to hire someone to deliver the HUGS program for me?
Teaming up
Setting Prices
Marketing HUGS, the nondiet message in the United States
Know the competition... response to fat and fiber plan from Weight Watchers
Marketing Approaches : Variations (8/96)
Accommodating your client (8/96)
Resistance to attending group sessions (8/96)
Should you reposition HUGS as a weight management program (12/97)
Just do it: Proschaka's model for change (8/98)

INDEX DIVIDER Your Personal Marketing Plan

A process that puts you on the path to preparing your business stationery and beginning a marketing campaign. Includes samples of letterhead.

Marketing Ideas (3/97)

INDEX DIVIDER Preparing your basic info pack

Instructions and guidance for putting together your selling information.

Details of the basic information

Applying magic to your bio (8/96)
Testimonial from one of facilitator Christie Keating’s clients (12/96)
Bios for the Home Page (3/97)

Be prepared to respond to any enquiry

Background on HUGS International
Background fact sheet
Licensee List

The Media Kit

Telling your special story, personalizing your business decision

Sample media release
Suggested discussion questions

A complete Tailoring Your Tastes media kit for demonstration of the principles discussed is filed in the pocket called Tailoring Your Tastes.

INDEX DIVIDER Media Relations

Attracting the attention of the media, developing a rapport with reporters/editors and becoming known as an expert in your field.

Results of Media Kit/ Contacts

Winnipeg Sun
Winnipeg Free Press
Fitness Newsletter
Radio Interviews
Ontario Tour Spring/95
Tailoring Your Tastes
The You Story
Sample Media Interview
Notes from Effective Media Relations Workshop
Phone Power Training Session
Traditional weight-loss program don’t work, says anti-diet proponent, Stratford Herald
HUGS program stresses healthy living, not dieting
Overweight? Change your life, not your menu, author advises, London Free Press
Tipping scales against diets, Peterborough Examiner
The Calorie Battle, The Oshawa Independent
Evaluating Your Media Coverage - when is an article a keeper?
Movement takes aim at fallacy of dieting

You Articles

That Last Ten Pounds
Linda’s letter to the editor
Food isn’t the enemy
When you’re hungry, eat!
Test your fitness attitude
Diets Don’t Work
Help! I don’t know what to eat

Proactive working with reporters

4 articles from Carman Times on Eating Disorders

Proactive Techniques: Expert Columnist & Letters to the Editor (8/96)

examples: Julie Chadwick writing in Today’s Parent & Seniors Today (8/96)
Linda Omichinski writing about heart health, creating awareness (8/96)
Christie Keating’s letters to the editor around Dean Ornish (8/96)
Lorraine Antosiewicz’s column and articles in newspaper (8/97)
Karen Collins’ article in YMCA newsletter (8/97)

Great Initiatives, Mixed Results

examples: PA teens given HUGS for Healthy Lifestyles (8/96)
Eat Well, Feel Good program (8/96)
Throw out the diets, recycle the scales (8/96)
A "HUG" might help (8/96)
Nutrition Solutions helps teens develop healthy non-diet lifestyle (8/96)
Nutrition boss gives toss to weight loss (8/96)

INDEX DIVIDER Publicity & Reviews

Information that enhances the image of HUGS International Inc that can be used to keep participants and media aware of the quality of the leadership.

Non-diet Weight Management, Woman's Journal, Nov/97, Vol 5, no 11, Portland, Oregon (3/98)
Teens & Diets: No Weigh on Telemedicine Canada (8/97)
Response to New Zealand Invitation — published in HUGS Club News #14 (8/97)
Linda invited to New Zealand - April 22nd & 23rd, 1997 (3/97)
Manitoba Association of Registered Dietitians Recommended Booklist, Tailoring Your Tastes (3/97)
NonDiet Weight Management Review, Vol 57, No 4, Winter/96, Journal of the Canadian Dietetic Association
No Counting Allowed, Shape Magazine Jan/97 issue (3/97)
Nondiet Activist Measures Success in Lives Changed Not Pounds Lost, Radiance Magazine, Spring/98 (Reprinted with permission in HUGS Club News 18) 8/98
Linda presented at The 16th Annual SCAN (Sports Cardiovascular & Wellness Nutritionists) Symposium entitled Disordered Eating & Obesity: confronting the problem...and creating solutions in Cincinnati, Ohio,March 26-28/99.

INDEX DIVIDER Advertising

Paying a media outlet such as a newspaper, radio or TV station, directory publisher, etc to present your business information is advertising. Contrast this with publicity or promotions through media relations resulting in an article about you, giving a presentation to a group or placing posters and/or newsletters in rooms. All are marketing methods with vastly different costs and degrees of effectiveness. Try & evaluate!!

Constructing an effective print advertisement - whose job is it?
Background
4 elements to an effective ad
Styles of ads...
Know your market
Placing the ad
Your print ad consultation
Costs
What if I’m advertising in a publication that requires print-ready ads?
The proofing & contracting process
Sample ads (revised 8/97)

INDEX DIVIDER Marketing to Health Professionals

Cover Sheet: Detailed steps to presenting a Health Professional Workshop

Cross Reference Product File for details about additional resources like overheads & example of presentation by Linda in video or audio form, slide package
Samples Two pages of flyers/poster developed by facilitator

INDEX DIVIDER Marketing to Workplaces

Cover Sheet: Tuned to the Workplace

The Concept
The Early Stages
Workplace Formats
Pricing
Current Marketing Practices
Forms Feedback
Needs Assessment
Example Healthbeat brochure
Marketing example used by facilitator

INDEX DIVIDER International NoDiet Day

As the Canadian sponsors of International No Diet Day, May 6th, year round awareness exposure is part of your marketing stream. The material in this section presents the growth and increasing awareness of the day. Note that International No Diet Day is a recommended awareness activity endorsed by Vitality Canada.

1999: On-line campaign
Our initial goals for International No Diet Day have been met. We've maintained a presence over 6 years of promoting this special day to our facilitator network, the Canadian media and with prominent exposure on our website. Our current position is to simply let this groundwork percolate on its own as facilitators or media want to use the purposes of the day. Past campaigns are posted on the website and there is a section in your Teen Manual Guide for planning purposes. Penny Muir, our regular chat line host was also our INDD spokesperson last year. We've invited her to fulfiill this role again for '99 with a strong on-line presence. The regular Thursday chat meeting will have an INDD focus on May 6th.

Detailed sub-index for past years printed on both sides of index divider in manual

INDEX DIVIDER Promotional Tips & Ideas

Promotions are anything you do or use to promote your business. Successful media relations translate into useful promotions that are descriptions of your business from a third party. Written testimonials from your participants are another valuable promotion.

Miscellaneous Ideas
HUGS Club News: put yourself in print
Publicity Timetable: go with the flow of prominent events to promote your program (revised 12/97)
Understanding how the book marketing system works for you - Tailoring Your Tastes exposure in Cosco
Articles that demonstrate diversity (do not photocopy from these hole punched samples)

Healthy Eating with Julie Chadwick
Accept your body just as it is by Helen Bishop MacDonald
The Diet Trap by Ann Douglas, Wedding Belles
Good News, You Can Throw Away Those Diet Sheets , Today’s Parent
Author claims diets don’t make people thin — they make industry fat, Vancouver Sun
Good health more than controlling your weight by Rosie Schwartz

Flyer from Public Forum on Demystifying the Diet Roller Coaster
Healthy Weight Week press release and background information (12/96)
Healthy Weight Week 1998 Info Kit & Media Questions & Answers (12/97)
(Print Ready Master for Questions Only found in Print Ready Masters Folder: refer to Media Relations and Preparing Your Info Kit for more details on how to use.)

INDEX DIVIDER Networking

The experiences of a varied and constantly growing network of facilitators in a variety of settings offers a rich selection of stories and outcomes that will stimulate, educate, amuse and surprise. The Networking Section shows how facilitators are trying to market using the ideas in the Manual as well as new approaches.

Intro copy
Facilitators at Work
Spotlight on Monika Woolsey 8/98
Assessing your winning qualities 8/98
The Calgary Story
The Benefits of a HUGS Partnership by Calgary facilitators
Exposure.. "It’s time to throw the scales away!"
Marketing HUGS Calgary by HUGS facilitators
Exposure: Impact Magazine, You Count, Calories Don’t
The Melfort Story
Licensee Survey Responses
Inspiration & sharing from licensees
Just do it: Proschaka's model for change (8/98)
Inspirational piece from Vancouver facilitator
Perspective on behaviors and results
Rules of business
Exposure Articles
Scoffing at Scales, Self Worth goes beyond body shape & response letter (3/98)
Local dietitian promotes antidiet lifestyle (8/96)
Professional dietitian opens counseling service in Mitchell (8/96)
Let’s throw away the scales (8/96)
Diets don’t work; try HUGS instead (8/96)
Yo-Yo dieters may be helped by lots of HUGS
Dietitians start HUGS program
Example of in-house communications newsletter promotion CRHF Communications
Daily Graphic featuring Linda Omichinski
Daily Gleaner featuring Margo Bent
Toronto Star featuring Carole Matar
You didn’t fail, diets failed you
HUGS teaches healthy living
Diets don’t work, consultant says
Letter to editor, Diets Don’t Work
Frustrated dieters given big HUGS
Weight loss, dieting and fitting in
Hugging yourself into a better lifestyle
Diet Breakers magazine from England featuring Linda & HUGS

INDEX DIVIDER Support Groups

A valuable component to marketing HUGS is the addition of the newsletter subscription to the support materials. Grab onto the idea to let potential clients know that they are getting a continuous support system. Research indicates that ongoing support is critical to sustain change & your participants will be starting on a new path once they have completed ten sessions with you.

HUGS CLUB News article around the value of support
Suggested format for HUGS Graduate Support Group Meetings
Support Group Benefits under new system of Fall/95
Correspondence from Winnipeg facilitator leading support group, including flyer.
Information about Support Group Format
Support Group Ideas (3/97)
Post Holiday Re-Union Flyer (2/99)

INDEX DIVIDER Business Development

From the early stages of start-up, the facilitator moves along to a different level in the need for steady and sustained business growth. Here are the references, experiences, and expertise to assist.

Transferable characteristics of balance completed by licensee Jennifer Andrews (8/96)
Stimulating growth & awareness of the HUGS program in your community or facility
Experience shared from facilitator, Dianne Goettler
Non diet movement gains strength... the market is catching up
How to make your business grow
Marketing Strategies for small business; recommended book
New frontiers in dietetics: the entrepreneurial nondiet mindset
Article is set up to elicit your responses and facilitate your personal growth

INDEX DIVIDER Mentoring

" A mentor is someone who has already been where you want to go. A mentor can help you clarify your goals, keep you on track and motivate you through the challenges and breakdowns that happen along the way. "

Mentoring Correspondence with Mary Ellen Grassick (8/96)
Mentoring correspondence with Christie Keating
Mentoring correspondence with Dani Flowerday
Mentoring correspondence with Rosanne Liebhart
Mentoring newsletter provided by South Africa licensee Sandra Van Lill to her sub-licensees
Start-Up Blues: mentoring email with Katie Mazzia from Vail Valley Medical Center (3/97)
Give yourself a boost: mentoring with Margaret Langille (8/97)
Taking the plunge: mentoring with Margaret Langille: part 2 (12/97)
Mentoree moves into mentoring: mentoring with Margaret Langille: part 3 (8/98)
Mentoring by email (2/99)