Know-How Exchange : Advertising/PR

There are many ways you can do this.

This week there was a story about a company CEO who paid the cost of the Weight Watchers program for any employees who wanted to participate, as well as their spouses.

There are many reasons that corporations might institute a health related program. This can lower their insurance costs. Employees who are healthy are more productive. Employers who show concern for their employees can have a lower turnover rate. Some larger organizations have employee recreation groups which initiate programs which improve employee morale and welfare.

You might begin by meeting and networking with company CEOs, to try to find business owners and leaders who are interested in improving the health of their employees.

if this were my project, I would also meet with mid-level managers of larger corporations (such as hospitals) which currently have employee health/welfare programs in place, in order to better understand their motivations and perspectives.

After the program gets going, be sure to reinvest a portion of your revenues into the development and professional execution of a marketing plan.

You need to start at the other end. Find out what your target companies need, and then develop an offering that will address that need.

Since your business is local, you can identify the target companies by name, and you can research each of them in some depth. Once you've done that, prepare a presentation that shows them how your solution is the best way to address their need. Don't go in trying to sell them on the solution to a problem you THINK they have, or to a universal problem of some kind. Demonstrate that you have done your homework and come up with a solution to their specific needs.

Just as an example, if a company doesn't have a problem with high turnover, then a presentation that focuses on reducing turnover won't be very interesting to them. But if they are struggling with high insurance costs, then the minute you can show them how you can address that issue you'll have their undivided attention.