One of the most serious threats to your organization is the lack of visibility. If your target market does not recognize you, you will not succeed. It is a basic marketing principle.

But how does your organization get access to this vital visibility? There are many viable alternatives, depending on the size of your institution and the goals you have in mind. There are many costs involved in obtaining visibility, but there are some inexpensive ways to enhance your brand name.

The most expensive is buying advertising space. Depending on your desired reach, television, radio, and newspaper are among the most effective. The best spots cost the most, but you may consider remnant space. This is airtime or print ad space that has not yet sold or is hidden in areas and times. It is less expensive, but may not be worth the money if not seen of heard.

For the money, direct mail is quite possibly the best alternative. There are many ways to obtain mailing lists, and they range in cost depending on the quality of information. Direct mail brings great results and it is easy to track your efforts.

Creativity is the key to direct mail. You must differentiate your organization for the others to have success. By placing a logo or icon on your address labels, you will appeal to your target market and they will associate with your cause.

Visibility does not happen overnight, but being seen time and time again will increase your chances. You customer will recall seeing your logo when they least suspect it.

As with anything, obtaining visibility takes time. And you must be patient. Affixing a visible address label identifying your organization may be the most cost-effective solution for your ongoing marketing efforts.