The Guerrilla Marketing Handbook for ACB Affiliates and Chapters

Prepared by Members of the Public Relations Committee:

Dr. Ronald E. Milliman
Ardis Bazyn
Sharon Booker
Keith Bundy
Mike Duke
Ed Facemyer
Marlaina Lieberg
 
Edited by
Dr. Ronald E. Milliman and Sharon Lovering
 
Published by the
American Council of the Blind
2200 Wilson Blvd.
Suite 650
Arlington, VA 22201
(202) 467-5081
1-800-424-8666
fax: (703) 465-5085
www.acb.org
 
Copyright 2011
All rights reserved

Table of Contents

 
Chapter One: Getting Started: Planning, Developing and Launching Your Guerrilla Marketing Campaign . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Chapter Two: Free Bulletin Boards and Calendar Listings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Chapter Three: Free Placement of Flyers and Brochures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Chapter Four: Creating Effective Media Releases . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15
Chapter Five: How to Develop Your PSA Campaign . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Chapter Six: Guest Appearances . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
Chapter Seven: Newsletters, Articles, Radio & TV Programs, and Podcasts . . . . . . . . . . . . . . . . 30
Chapter Eight: More Powerful Guerrilla Marketing Techniques . . . . . . . . . . . . . . . . . . . . . . . . . .36
Chapter Nine: Promotable Special Events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44
Chapter Ten: Putting It All Together: Your Integrated Guerrilla Marketing & PR Campaigns . . .50