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Sarah Durham, Brandraising expert and founder of Big Duck: Smart Communications for Nonprofits, will share how you can apply best-practices from the for-profit world and will show us how marketing and …

Sarah Durham, Brandraising expert and founder of Big Duck: Smart Communications for Nonprofits, will share how you can apply best-practices from the for-profit world and will show us how marketing and branding effectively can be the key to your organization's success.

Based on her book "Brandraising: How to Raise Money and Increase Visibility through Smart Communications," this workshop will challenge you to think about what's unique about your organization and why a teen should be interested in joining it. You'll hear about ways to create the kind of compelling message that expresses the personality of your organization, attracts new members, and takes it to the next level.


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  • 1. Teens Like Brands:Do They Like Yours? #brandraising Sarah Durham | Big Duck Jewish Education Project May 9, 2012
  • 2. #brandraising@bigducksarah@bigduck
  • 3. Hello!•  Your name, title, organization•  Your org’s elevator pitch (2-3 sentences, please)•  Why you’re here today•  Do you have a communications dept? bigducknyc.com
  • 4. TakeawayConsistency countsExerciseLayout your materials and review,no agenda bigducknyc.com
  • 5. bigducknyc.com
  • 6. Blue slide: be clear about what you wantto say as an organization, and how youwant to say it.
  • 7. TakeawayPositioning and personality can driveyour communications and connect itall back to your missionExerciseDefine your positioning andpersonality as a team and thenassess your materials against them bigducknyc.com
  • 8. bigducknyc.com
  • 9. Visual Identities ContainLogoColorsTypographyUse of imagery / graphics bigducknyc.com
  • 10. Messaging Platforms ContainName, abbreviationTaglineExternal vision, mission, valuesstatementsKey messagesElevator pitchLexicon bigducknyc.com
  • 11. TakeawayYour brand is visuals + messaging,institutionalized through a style guideand trainingsExerciseArticulate them all using positioningand personality, then define in styleguide bigducknyc.com
  • 12. bigducknyc.com
  • 13. How teens communicateMethod of communications teens would miss if takenaway:1.  Meet “in person” (58 percent ranked it No. 1)2.  Texting (28 percent)3.  Talk on the mobile phone (5 percent)4.  Facebook (5 percent)5.  Talk on the home phone, email, video chat, chat, Twitter (tie at 1 percent)http://www.ericsson.com/thecompany/press/releases/2012/01/1575273 bigducknyc.com
  • 14. Photo credit: bigstockimages.com
  • 15. http://pewinternet.org/Reports/2012/Teens-and-smartphones bigducknyc.com
  • 16. http://pewinternet.org/Reports/2012/Teens-and-smartphones bigducknyc.com
  • 17. Mobile phones are thenew smoking•  59% of boys and 47% of girls—said their calls last less than four minutes•  23% of respondents engage in video chats •  83% of those who answered yes, do so at leaste once a week•  Teens use Facebook emotionally—as an extension of their real lifehttp://www.ericsson.com/thecompany/press/releases/2012/01/1575273 bigducknyc.com
  • 18. Smartphones•  23% of teens age12-17 own smartphones •  31% (ages 14-17) •  8% (ages 12-13) http://pewinternet.org/Reports/2012/Teens-and-smartphones bigducknyc.com
  • 19. Photo credit: bigstockimages.com
  • 20. Photo credit: bigstockimages.com
  • 21. Caption
  • 22. TakeawayResearch can tell you more aboutthem so you can communicate ontheir terms, not yoursExerciseCreate user personas, then testyour materials against them bigducknyc.com
  • 23. CASE STUDYMasa Israel Journey
  • 24. CASE STUDYDo Something
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  • 35. CASE STUDYAsk Big Questions bigducknyc.com
  • 36. Resources and Overview
  • 37. Upcoming Workshops•  5/24 Bagels at Big Duck: Is it time to rethink your website?•  6/28 Bagels at Big Duck: Writing for the Web
  • 38. Thanks!© Jeremy Crow

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