Developing a Marketing Plan for the Iowa Dietetic Association

November 2007

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?

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

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?

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.

Business Partner Interviews

• Very non-scientific phone survey of five of last year’s exhibitors

• Purpose:1. 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

2. Summarize the role of dietitians within Iowa business partners’ marketing goals

3. Gain insight on the how IDA might enhance our partners’ specific business objectives.

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

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 othersOverall, positive much more strongly communicated

versus a few negative comments

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)

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!

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