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Brandraising
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Brandraising

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As you expand the tools you use to communicate online and off and staff's roles change, how do you ensure you're all speaking with one voice? Based on Sarah Durham's book, "Brandraising: How …

As you expand the tools you use to communicate online and off and staff's roles change, how do you ensure you're all speaking with one voice? Based on Sarah Durham's book, "Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications", (Jossey-Bass, 2010) this workshop will help you apply Brandraising concepts to improve your program's communications, and make sure they make sense with other aspects of your organization's communications, too.

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  • 1. #brandraising@bigducksarah@bigduck
  • 2. Photo by Tax Credit
  • 3. TakeawayConsistency countsExerciseLayout your materials and review,no agenda bigducknyc.com
  • 4. bigducknyc.com
  • 5. Blue slide: be clear about what you wantto say as an organization, and how youwant to say it.
  • 6. 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
  • 7. bigducknyc.com
  • 8. Visual Identities ContainLogoColorsTypographyUse of imagery / graphics bigducknyc.com
  • 9. Messaging Platforms ContainName, abbreviationTaglineExternal vision, mission, valuesstatementsKey messagesElevator pitchLexicon bigducknyc.com
  • 10. TakeawayYour brand is visuals + messaging,institutionalized through a style guideand trainingsExerciseArticulate them all using positioningand personality, then define in styleguide bigducknyc.com
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  • 12. Photo credit: bigstockimages.com
  • 13. Caption
  • 14. TakeawayResearch can tell you more aboutthem so you can communicate ontheir terms, not yoursExerciseCreate user personas, then testyour materials against them bigducknyc.com
  • 15. CASE STUDY New York Peace Institute bigducknyc.com
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  • 18. The New York Peace Institute bigducknyc.com
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  • 35. CASE STUDYMasa Israel Journey
  • 36. Resources and Overview
  • 37. Big Duck Resources•  Big Duck website www.bigducknyc.com•  Duck Call blog www.bigducknyc.com/blog•  Duck Pond e-news www.bigducknyc.com/DuckPondE- news
  • 38. Upcoming Workshops•  9/27 Big Duck webinar: Writing for the Web (TODAY at 2pm)•  10/24: Bagels at Big Duck: Brandraising, Phase II: The Creative Process
  • 39. Thanks!© Jeremy Crow

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