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Branding basicsandweb marketingkuehnvisionpoint
 

Branding basicsandweb marketingkuehnvisionpoint

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    Branding basicsandweb marketingkuehnvisionpoint Branding basicsandweb marketingkuehnvisionpoint Presentation Transcript

    • > AENC: Advanced Marketing > VisionPoint Marketing > May 17, 2011Tuesday, May 17, 2011
    • visionpoint overviewTuesday, May 17, 2011
    • highlights > established in March 2001 > located in Raleigh, NC with 14 employees > specialize in online marketing consultation and execution > strategy through to execution and measurement > numerous design and business awards > focus on what’s right for client (research, design, tech agnostic) > higher education, non-profits and B2B VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
    • our process VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
    • > > VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
    • sample tasks by phase VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
    • > strategy > branding > web design & development core offerings > SEO > paid search > email marketing > social media > print collateral > integrated campaign VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
    • brandTuesday, May 17, 2011
    • a logo is not your brand > a logo does not sell, it IDENTIFIES > a logo is rarely a description of a business > a logo derives its meaning from the QUALITY OF THE THING IT SYMBOLIZES, not the other way around > a logo is LESS important than the ‘product’ it signifies, what it REPRESENTS is more important than what it looks like from Design, Form, and Chaos ~ Paul Rand : father of American corporate identity: IBM, ABC, Westinghouse, UPS, etc VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
    • Tuesday, May 17, 2011
    • Tuesday, May 17, 2011
    • Tuesday, May 17, 2011
    • Tuesday, May 17, 2011
    • Tuesday, May 17, 2011
    • the branding processTuesday, May 17, 2011
    • 1. getting to know you > research, research and more research > interviews > competitor analysisTuesday, May 17, 2011
    • 2. develop strategy & define personality > words & concepts, not visuals > attributes > tag line > positioning statement > visual vocabularyTuesday, May 17, 2011
    • 3. build your tool box > core visual elements > logo > colors > typographyTuesday, May 17, 2011
    • 4. stockpile the arsenal > develop support materials that have specific uses > stationery > development book > website > email templates > donor presentationTuesday, May 17, 2011
    • 5. grow & maintain > develop a sophisticated marketing strategy that will support the goals of the organizationTuesday, May 17, 2011
    • brand attributesTuesday, May 17, 2011
    • Brand Attributes are... > words or short phrases that encompass the personality of a brand > inspirational > rallying points > criteria for strategic and tactical decisions > the foundation for brand developmentTuesday, May 17, 2011
    • Brand Attributes are NOT ... > a detailed description of what you do > granular > your organization’s tag line > meant to spark a discussion over semanticsTuesday, May 17, 2011
    • case studyTuesday, May 17, 2011
    • The Hamner Institutes for Health SciencesTuesday, May 17, 2011
    • the challenge > 30 year-old, world-renowned institution > completely re-inventing itself what we did > defined marketing strategy and marketing plan > re-named and re-branded (from CIIT to The Hamner) > attributes, positioning statement, logo, tagline, stationery, signage, website, etc VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
    • Brand Attributes VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
    • Collaboration The central theme of The Hamner Point of convergence ALMOST goes without sayingTuesday, May 17, 2011
    • Distinction/Excellence Dr. Hamner is renowned for his commitment to excellence Rallying point / pride for The Hamner Become even more distinguished in a very distinguished field through commitment to excellenceTuesday, May 17, 2011
    • Scholarship Research is foundation UNWAVERING commitment to the highest level pursuit of NEW KNOWLEDGETuesday, May 17, 2011
    • Credibility 30+ years of independent research & relationships with private sector and government Leverage CIIT’s reputation of being Independent, trustworthy, neutral Highest levels of integrityTuesday, May 17, 2011
    • Community The Hamner is dedicated to improving community (locally and globally) Unique in this part of country Involved locally via charitable acts, educational events & economic development Globally involved by enabling r&d that serves all humanityTuesday, May 17, 2011
    • Passion Emotional Performing at the HIGHEST LEVEL. Enabling innovation This is our CALLING ... we are purpose-driven We are TRULY BETTERING THE HUMAN CONDITION!Tuesday, May 17, 2011
    • brand attributes Attribute Constituent Group Collaboration All groups Distinction / Excellence Internal + all others Scholarship Research / Universities Credibility Pharma / Government Community Local + global Passion Internal + all others VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
    • tag lineTuesday, May 17, 2011
    • The Hamner > Employee Event > 06 .14 .07 The Hamner Institutes for Health Sciences Where great minds & medicine meet.Tuesday, May 17, 2011
    • The Hamner > Employee Event > 06 .14 .07 The Hamner Institutes for Health Sciences Where great minds & medicine meet. great = distinction / excellence great minds = scholarship / research medicine = pharma / passion / calling meet = collaboration / communityTuesday, May 17, 2011
    • Visual Vocabulary What is it? > exploratory visual exercise > helps us quickly test visuals against the brand attributes > helps answer: “Roughly, what do we want to look like?”Tuesday, May 17, 2011
    • The Hamner > Employee Event > 06 .14 .07 clean but not enough ‘distinction’Tuesday, May 17, 2011
    • The Hamner > Employee Event > 06 .14 .07 probably notTuesday, May 17, 2011
    • The Hamner > Employee Event > 06 .14 .07 possibilities: credible, communityTuesday, May 17, 2011
    • The Hamner > Employee Event > 06 .14 .07 some potentialTuesday, May 17, 2011
    • The Hamner > Employee Event > 06 .14 .07 clean, nice, quietTuesday, May 17, 2011
    • The Hamner > Employee Event > 06 .14 .07 scholarship, credibility: yes > community, passion: not so muchTuesday, May 17, 2011
    • The Hamner > Employee Event > 06 .14 .07 very collaborative > not so credibleTuesday, May 17, 2011
    • The Hamner > Employee Event > 06 .14 .07 credible: yes > distinct, passionate: definitely notTuesday, May 17, 2011
    • The Hamner > Employee Event > 06 .14 .07 an opportunity for differentiation existsTuesday, May 17, 2011
    • The Hamner > Employee Event > 06 .14 .07 possibilitiesTuesday, May 17, 2011
    • VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
    • concept > a flexible brand approach where the logo takes on properties of what it represents > a sheet of paper (representing research) is the vehicle > a blank canvas onto which we can project visions of the future > this approach allows for unlimited growth and flexibility > more of a modern twist YET simple enough to be timelessTuesday, May 17, 2011
    • VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
    • VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
    • VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
    • VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
    • VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
    • VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
    • VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
    • VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
    • VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
    • VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
    • VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
    • online marketingTuesday, May 17, 2011
    • What are the most common challenges that organizations have? > Website users can’t find what they’re looking for. > People don’t understand what we do and why we are valuable. > Our technology is a barrier to communication, not an enabler (Impedes our ability to market ourselves). > Our targets don’t know about us. VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
    • How can online marketing solve these problems? > Website users can’t find what they’re looking for = IA > People don’t understand what we do and why we are valuable = Messaging & Content Development > Our technology is a barrier to communication, not an enabler (Impedes our ability to market ourselves) = CMS > Our targets don’t know about us = Online Outreach VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
    • NC State University Jenkins MBA ProgramTuesday, May 17, 2011
    • VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
    • VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
    • VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
    • Tuesday, May 17, 2011
    • Tuesday, May 17, 2011
    • VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
    • VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
    • VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
    • sample process & deliverablesTuesday, May 17, 2011
    • create: information architecture VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
    • VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
    • create: visual design VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
    • create: build VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
    • where to start?Tuesday, May 17, 2011
    • mini creative brief > goals > 5 personality characteristics of your organization > target audience segmentsTuesday, May 17, 2011
    • lunch > Q & ATuesday, May 17, 2011