1.4 Marketing Your Chapter – Pre-Launch
Marketing – Stage 1
- Begin creating community awareness
- Secure Leadership Team members
- Secure $5,000 Chapter Establishment Fee
- Collect names and email addresses for future emails for three audiences
- Potential program attendees
- Local media
- Local businesses, senior services agencies, and organizations (e.g., businesses/corporate employers, human resources offices and personnel, senior services organizations, faith communities, and ministries related to older adults)
- ACAP rack cards and materials to share with interested persons
- ACAP Intro sessions twice each month
- Talking points
Creating Awareness of Your New Chapter
Strategies that proved successful when ACAP began and ideas for the new “post-COVID” landscape
Back to basics: Strategies that proved successful when ACAP began
When ACAP first began, basic fundamentals helped make it successful and respected. Hallmarks included:
- Focus on relationships and connections: Person-to-person, beginning to build the sense of community caregivers’ needs
- Excellence in everything, as much as possible
- Demonstrated respect for all and sincere interest in individual caregiver’s circumstances
- Community-wide engagement
- Heart and personal investment
“Boots on the ground” marketing
- Talk, Talk, Talk!!! Share ACAP with everyone who may be interested!
- Share ACAP rack cards liberally! Give each person 2-3 and ask them to share with friends, family, healthcare providers, etc.
- Regularly attend your local senior services network organization.
- Share ACAP rack cards.
- Bring and distribute Core and Chapter sponsorship packets.
- Email Core and Chapter sponsorship packets.
- Get as many names and email addresses as possible to begin building your email list.
- Collect names and email addresses of others in local businesses, agencies, and organizations, faith communities, etc. – any and all that serve older adults and/or caregivers
- Collect names and email information for individuals who have aging loved ones
- As available, attend health fairs, resource fairs, etc. that offer access to your target audience.
- When possible, make direct, face-to-face contact with key officials at local senior-services organizations, sharing information about your chapter.
- Connect with realtors, particularly a Senior Real Estate Specialist. Also consider moves managers, financial services industry professionals, and elder law attorneys. Make sure all are on your email list. They are terrific resource people, diversify your leadership team beyond healthcare, and they have specific contact with ACAP’s target audience.
- Begin connecting with key senior services professionals/managers/directors, etc. to let them know about ACAP, ask for their support as sponsors, and share information about your programs with their clients, families, staffs, etc.
ACAP Target Audience
ACAP’s focus is adult children of aging parents. However, programs and resources are open to all interested persons. The target group for ACAP programs is:
- Adult children of aging parents
- Other family/informal caregivers who are caring for older adult loved ones
- Working adults and business/corporate HR offices
- Senior services professionals
- 40-60-year-olds will be your primary age group.
- However, approximately 10% of ACAP participants are younger than 40 or older than 60
ACAP Mission: To provide information, resources, support, and community for adult-children as they care for their aging parents and for themselves.
- ACAP’s focus is on adult children of aging parents, although programs are open to all.
- While support and community are important offerings of ACAP, at the core, ACAP is an educational program.
- A nationally validated and copyrighted curriculum provides the framework for ACAP programs.
- Chapter programs are offered 12 months each year, helping build community and reduce isolation.
- Because so many caregivers do not consider themselves as a caregiver, the term “caregiver” is not in our name.
- There are multiple avenues of support, including in-person programs, videos, podcasts, local conferences, national/international symposia, and other resources.
- Chapters are led by a cadre of local volunteers.
- ACAP is collaborative, offering a collective impact model for a community.
See Resources – Speakers, Sponsors, Publicity, Leadership Team for community resources that may be helpful in identifying speakers, sponsors, publicity partners, and Leadership Team members.