Re-Branding Your School in a Competitive Environment

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bbcon 2013

Published in: Business, Technology

Re-Branding Your School in a Competitive Environment

  1. 1. RE-BRANDING YOUR SCHOOL IN A COMPETITIVE ENVIRONMENT RAHEEL GAUBA - BRAND LEADER & CREATIVE DIRECTOR, BLACKBAUD
  2. 2. THANK U .. #bbcon, @blackbaud, @raheelgauba
  3. 3. #bbcon ABOUT ME • Born in Pakistan. • Played keyboards in a band. • Moved to Toronto in 1996. • Studied Computer Science, Philosophy & Mathematics at U of T. • Worked for CHUM Television as a web developer for almost 3 years. • Moved to the US to work for a start up as the head interactive designer. • Started working for Blackbaud in 2006 and lead the interactive team. • Moved to the marketing team in 2010 to work on the company rebrand and website.
  4. 4. WHAT IS MY BRAND? #bbcon
  5. 5. KHI
  6. 6. KHI YUL 12,000 km
  7. 7. YULYYZ 12,000 km 550 km
  8. 8. YYZ
  9. 9. YYZMSP CHS 450+ WEBSITES GLOBAL TEAM INTERACTIVE + BRANDING
  10. 10. I LOVE NONPROFITS. I AM CRAZY ABOUT GOOD DESIGN, TECHNOLOGY & THE ART OF POWERFUL COMMUNICATION. I WANT TO HELP NONPROFITS BY HELPING THEM ACHIEVE THEIR FULL POTENTIAL THROUGH GOOD BRANDING, TECHNOLOGY & ONLINE CHANNELS. WHAT MAKES ME WAKE UP EVERY MORNING? THE PURSUIT OF EXCELLENCE & THE PROMISE OF ACHIEVEMENT. #bbcon
  11. 11. NOW, WHAT IS MY BRAND? #bbcon
  12. 12. WHAT IS A BRAND, ANYWAY? #bbcon
  13. 13. NOT A LOGO NOT A STYLEGUIDE NOT ADVERTISING OR EMAILS NOT BUSINESS CARDS ... #bbcon
  14. 14. A BRAND IS NOT SOMETHING TANGIBLE. YOU CANNOT HOLD IT, TOUCH IT OR QUANTIFY IT. Touch this brand now! No YOUtouch it!!! #bbcon
  15. 15. A BRAND IS NOT SOMETHING TANGIBLE. YOU CANNOT HOLD IT, TOUCH IT OR QUANTIFY IT. I love this brand 15 much! I love it 20much, so what? #bbcon
  16. 16. IS A FEELING. IS PERSONALITY. IS A POINT OF VIEW. IS CUSTOMER-CENTRIC VALUES. A BRAND .. D x #bbcon
  17. 17. NOT AN EXACT SCIENCE #bbcon
  18. 18. WHY DOES IT MATTER? #bbcon
  19. 19. WHY DOES IT MATTER ?FOR SCHOOLS #bbcon
  20. 20. NAME THAT BRAND! Impossible is nothing. think. Ultimate Driving Machine. Open Happiness. #bbcon
  21. 21. NAME THAT BRAND! Impossible is nothing. think. Ultimate Driving Machine. Open Happiness. #bbcon ADIDAS IBM BMW COKE
  22. 22. NAME THAT NONPROFIT BRAND! A just world without poverty. Loans that change lives. Doing the most good. Protect human rights #bbcon
  23. 23. NAME THAT NONPROFIT BRAND! A just world without poverty. Loans that change lives. Doing the most good. Protect human rights #bbcon OXFAM KIVA SALVATION ARMY AMNESTY INTERNATIONAL
  24. 24. OAKWOOD SCHOOL Simple in virtue. Steadfast in Duty SAINT MAUR INTERNATIONAL SCHOOL Inspiring and challenging students toward academic, athletic, and artistic excellence. JACKSON PREPARATORY SCHOOL EXAMPLES OF SCHOOL TAGLINES Grow with Us. #bbcon
  25. 25. A brand is a set of EXPECTATIONS, MEMORIES, STORIES and RELATIONSHIPS that, taken together, account for a consumer’s DECISION TO CHOOSE... - SETH GODIN #bbcon
  26. 26. HOW DOES YOUR SCHOOL MAKE YOUR CONSTITUENTS FEEL? #bbcon
  27. 27. HOW DOES YOUR SCHOOL MAKE YOUR CONSTITUENTS FEEL? THE DIGITAL OPPORTUNITY. #bbcon
  28. 28. THE AGE OF INSTANT COMMUNICATION. #bbcon
  29. 29. KNOW THY SELF: 1. WHO ARE YOU? BUT FIRST, 2. WHAT DO YOU DO? 3. HOW YOU DO IT? 4. WHAT MAKES YOU UNIQUE? #bbcon
  30. 30. 360° MARKETING NEWS EVENTS WEBSITE SPONSORSHIPS DIRECT MAIL TELETHONS DIRECTORIES FLYERS PRINT ADVERTISING EMAILS SOCIAL MEDIA BLOG ENDORSEMENTS VEHICLES OUTDOOR TELEVISION POINT OF SALE GOVERNMENT RELATIONS #bbcon
  31. 31. 360° MARKETING NEWS EVENTS WEBSITE SPONSORSHIPS DIRECT MAIL TELETHONS DIRECTORIES FLYERS PRINT ADVERTISING EMAILS SOCIAL MEDIA BLOG ENDORSEMENTS VEHICLES OUTDOOR TELEVISION POINT OF SALE GOVERNMENT RELATIONS NEWS EVENTS WEBSITE SPONSORSHIPS DIRECT MAIL TELETHONS DIRECTORIES FLYERS PRINT ADVERTISING EMAILS SOCIAL MEDIA BLOG ENDORSEMENTS VEHICLES OUTDOOR TELEVISION POINT OF SALE GOVERNMENT RELATIONS INSTANT CHANNELS HOW DOES YOUR BRAND AFFECT THE MOMENTS WHEN YOUR AUDIENCE INTERACTS WITH YOU OVER THESE INSTANT TOUCHPOINTS? #bbcon
  32. 32. ENROLLMENT # VS. LIVES ENRICHED. EXECUTING TASKS VS. RESULTS ACHIEVED. DIFFERENTIATING YOURSELF. CREDIBILITY. AUTHENTICITY. MESSAGING #bbcon
  33. 33. THE EXPERIENCE FROM START TO FINISH #bbcon SEARCH > WEBSITE > EMAIL > CONVERSION
  34. 34. THE EXPERIENCE FROM START TO FINISH #bbcon PROSPECT PARENT CURRENT PARENT PROSPECT STUDENT CURRENT STUDENT STAFF DONOR 4C: CONFUSED CURIOUS CONVINCED CONTINUING ALUMNI
  35. 35. THE EXPERIENCE FROM START TO FINISH #bbcon PROSPECT PARENT CURRENT PARENT PROSPECT STUDENT CURRENT STUDENT STAFF DONOR 4C: CONFUSED CURIOUS CONVINCED CONTINUING ALUMNI
  36. 36. THE EXPERIENCE FROM START TO FINISH #bbcon PROSPECT PARENT CURRENT PARENT PROSPECT STUDENT CURRENT STUDENT STAFF DONOR 4C: CONFUSED CURIOUS CONVINCED CONTINUING ALUMNI
  37. 37. THE EXPERIENCE FROM START TO FINISH #bbcon PROSPECT PARENT CURRENT PARENT PROSPECT STUDENT CURRENT STUDENT STAFF DONOR 4C: CONFUSED CURIOUS CONVINCED CONTINUING ALUMNI
  38. 38. THE EXPERIENCE FROM START TO FINISH #bbcon PROSPECT PARENT CURRENT PARENT PROSPECT STUDENT CURRENT STUDENT STAFF DONOR 4C: CONFUSED CURIOUS CONVINCED CONTINUING ALUMNI
  39. 39. 34 WHAT CAN YOU DO? #bbcon
  40. 40. 35 1. PERFORM A SIMPLE BRAND AUDIT Interview staff, students, parents & volunteers. Gather all your marketing materials and collateral, including your website on a laptop and ask them: A) What are the values of this school? B) What does this school specialize in? C) Where is this school located? D) What are this school’s accomplishments? E) Does this school look established or credible? F) How usable is this website? G) How do you register? H) How do you give to this school? #bbcon
  41. 41. 36 2. DEVELOP A COMMUNICATIONS MANUAL With so many communication channels, give your team the tools for razor sharp focused communications! CREATE A CHEAT SHEET... A) What is our mission? B) What is the objective of our campaign? C) What words or phrases describe us / campaign? D) What is our elevator pitch? E) What types of photos can be used? Attach examples. F) Relevant url’s for marketing campaigns. G) Five to ten 140 character pre formatted tweets. #bbcon
  42. 42. 37 3. TURBO CHARGE YOUR EMAILS Email marketing is one of the most effective touchpoint to communicate with a qualified constituent. SOME TIPS FOR IMPROVEMENT... A) Improve your preview text. #bbcon
  43. 43. 37 3. TURBO CHARGE YOUR EMAILS Email marketing is one of the most effective touchpoint to communicate with a qualified constituent. SOME TIPS FOR IMPROVEMENT... A) Improve your preview text. #bbcon
  44. 44. 37 3. TURBO CHARGE YOUR EMAILS Email marketing is one of the most effective touchpoint to communicate with a qualified constituent. SOME TIPS FOR IMPROVEMENT... A) Improve your preview text. #bbcon
  45. 45. 37 3. TURBO CHARGE YOUR EMAILS Email marketing is one of the most effective touchpoint to communicate with a qualified constituent. SOME TIPS FOR IMPROVEMENT... A) Improve your preview text. #bbcon
  46. 46. 37 3. TURBO CHARGE YOUR EMAILS Email marketing is one of the most effective touchpoint to communicate with a qualified constituent. SOME TIPS FOR IMPROVEMENT... A) Improve your preview text. B) Your message: Optimize for skimming vs. reading. #bbcon
  47. 47. 37 3. TURBO CHARGE YOUR EMAILS Email marketing is one of the most effective touchpoint to communicate with a qualified constituent. SOME TIPS FOR IMPROVEMENT... A) Improve your preview text. B) Your message: Optimize for skimming vs. reading. #bbcon CTA This is your preview text, enhance and continue the email subject call to action here Compelling Headline Here to Draw Interest. Who are we helping and why is it important? What is the expected outcome? Introduce the call to action, and make it relevant to a deadline. Org Name - Call to Action Another Headline Here to Draw Interest. Who are we helping and why is it important?
  48. 48. 37 3. TURBO CHARGE YOUR EMAILS Email marketing is one of the most effective touchpoint to communicate with a qualified constituent. SOME TIPS FOR IMPROVEMENT... A) Improve your preview text. B) Your message: Optimize for skimming vs. reading. C) Create responsive design for your email. #bbcon
  49. 49. 37 3. TURBO CHARGE YOUR EMAILS Email marketing is one of the most effective touchpoint to communicate with a qualified constituent. SOME TIPS FOR IMPROVEMENT... A) Improve your preview text. B) Your message: Optimize for skimming vs. reading. C) Create responsive design for your email. #bbcon #52n52
  50. 50. 37 3. TURBO CHARGE YOUR EMAILS Email marketing is one of the most effective touchpoint to communicate with a qualified constituent. SOME TIPS FOR IMPROVEMENT... A) Improve your preview text. B) Your message: Optimize for skimming vs. reading. C) Create responsive design for your email. D) Strike while the iron is hot - New sub’s, news event. E) Consistent visuals from email > page > donation form. #bbcon
  51. 51. 37 3. TURBO CHARGE YOUR EMAILS Email marketing is one of the most effective touchpoint to communicate with a qualified constituent. SOME TIPS FOR IMPROVEMENT... A) Improve your preview text. B) Your message: Optimize for skimming vs. reading. C) Create responsive design for your email. D) Strike while the iron is hot - New sub’s, news event. E) Consistent visuals from email > page > donation form. #bbcon Email Message Donation Landing Page Thank You Email
  52. 52. 37 3. TURBO CHARGE YOUR EMAILS Email marketing is one of the most effective touchpoint to communicate with a qualified constituent. SOME TIPS FOR IMPROVEMENT... A) Improve your preview text. B) Your message: Optimize for skimming vs. reading. C) Create responsive design for your email. D) Strike while the iron is hot - New sub’s, news event. E) Consistent visuals from email > page > donation form. F) Your subject line matters more than you think - Test! #bbcon
  53. 53. 38 4. EMBRACE SOCIAL AT EVERY OPPORTUNITY Social is no longer a specialized channel or a niche - It is a part of our lives and we, as people, are integrated with it without even thinking about it. SOME TIPS FOR IMPROVEMENT... A) SINCERELY ask for a share. #bbcon
  54. 54. 38 4. EMBRACE SOCIAL AT EVERY OPPORTUNITY Social is no longer a specialized channel or a niche - It is a part of our lives and we, as people, are integrated with it without even thinking about it. SOME TIPS FOR IMPROVEMENT... A) SINCERELY ask for a share. #bbcon
  55. 55. 38 4. EMBRACE SOCIAL AT EVERY OPPORTUNITY Social is no longer a specialized channel or a niche - It is a part of our lives and we, as people, are integrated with it without even thinking about it. SOME TIPS FOR IMPROVEMENT... A) SINCERELY ask for a share. #bbcon
  56. 56. 38 4. EMBRACE SOCIAL AT EVERY OPPORTUNITY Social is no longer a specialized channel or a niche - It is a part of our lives and we, as people, are integrated with it without even thinking about it. SOME TIPS FOR IMPROVEMENT... A) SINCERELY ask for a share. B) Please retweet vs. Please RT. C) Don’t just announce, have conversations. D) Get involved in parallel conversations with hashtags. E) Put your fb images to work for you - Get creative! #bbcon
  57. 57. 38 4. EMBRACE SOCIAL AT EVERY OPPORTUNITY Social is no longer a specialized channel or a niche - It is a part of our lives and we, as people, are integrated with it without even thinking about it. SOME TIPS FOR IMPROVEMENT... A) SINCERELY ask for a share. B) Please retweet vs. Please RT. C) Don’t just announce, have conversations. D) Get involved in parallel conversations with hashtags. E) Put your fb images to work for you - Get creative! #bbcon
  58. 58. 38 4. EMBRACE SOCIAL AT EVERY OPPORTUNITY Social is no longer a specialized channel or a niche - It is a part of our lives and we, as people, are integrated with it without even thinking about it. SOME TIPS FOR IMPROVEMENT... A) SINCERELY ask for a share. B) Please retweet vs. Please RT. C) Don’t just announce, have conversations. D) Get involved in parallel conversations with hashtags. E) Put your fb images to work for you - Get creative! F) Listen! G) Don’t stop! #bbcon
  59. 59. 39 5. USE SEO TO SOLIDIFY YOUR BRAND The first place that your constituents go to find you is a search engine - Are you even showing up? If you are, how are you presenting yourself? SOME TIPS FOR IMPROVEMENT... A) Set up your Google Author ID #bbcon
  60. 60. 39 5. USE SEO TO SOLIDIFY YOUR BRAND The first place that your constituents go to find you is a search engine - Are you even showing up? If you are, how are you presenting yourself? SOME TIPS FOR IMPROVEMENT... A) Set up your Google Author ID #bbcon
  61. 61. 39 5. USE SEO TO SOLIDIFY YOUR BRAND The first place that your constituents go to find you is a search engine - Are you even showing up? If you are, how are you presenting yourself? SOME TIPS FOR IMPROVEMENT... A) Set up your Google Author ID B) Your page titles, meta description and urls say alot. #bbcon
  62. 62. 39 5. USE SEO TO SOLIDIFY YOUR BRAND The first place that your constituents go to find you is a search engine - Are you even showing up? If you are, how are you presenting yourself? SOME TIPS FOR IMPROVEMENT... A) Set up your Google Author ID B) Your page titles, meta description and urls say alot. #bbcon
  63. 63. 39 5. USE SEO TO SOLIDIFY YOUR BRAND The first place that your constituents go to find you is a search engine - Are you even showing up? If you are, how are you presenting yourself? SOME TIPS FOR IMPROVEMENT... A) Set up your Google Author ID B) Your page titles, meta description and urls say alot. C) Google yourself! D) Blog, blog, blog! E) Optimize your website for branded terms. #bbcon
  64. 64. 39 5. USE SEO TO SOLIDIFY YOUR BRAND The first place that your constituents go to find you is a search engine - Are you even showing up? If you are, how are you presenting yourself? SOME TIPS FOR IMPROVEMENT... A) Set up your Google Author ID B) Your page titles, meta description and urls say alot. C) Google yourself! D) Blog, blog, blog! E) Optimize your website for branded terms. #bbcon
  65. 65. 39 5. USE SEO TO SOLIDIFY YOUR BRAND The first place that your constituents go to find you is a search engine - Are you even showing up? If you are, how are you presenting yourself? SOME TIPS FOR IMPROVEMENT... A) Set up your Google Author ID B) Your page titles, meta description and urls say alot. C) Google yourself! D) Blog, blog, blog! E) Optimize your website for branded terms. F) Participate in communities - Groups, forums, comments G) Create linkable assets #bbcon
  66. 66. 39 5. USE SEO TO SOLIDIFY YOUR BRAND The first place that your constituents go to find you is a search engine - Are you even showing up? If you are, how are you presenting yourself? SOME TIPS FOR IMPROVEMENT... A) Set up your Google Author ID B) Your page titles, meta description and urls say alot. C) Google yourself! D) Blog, blog, blog! E) Optimize your website for branded terms. F) Participate in communities - Groups, forums, comments G) Create linkable assets #bbcon
  67. 67. 40 6. YOUR HOME, YOUR WEBSITE When they do find you, what are you saying to them and how are you saying it? SOME TIPS FOR IMPROVEMENT... A) The 4 C’s B) Always tell stories C) Talk about accomplishments and validation D) Create videos about your school E) Create a Thank You videos to recognize your supporters F) Use consistent tone of voice (social, email, website, etc.) G) Use powerful, consistent imagery (original, if possible) #bbcon
  68. 68. 41 LOYALTY TRUST BRAND #bbcon
  69. 69. THANK U .. RAHEEL GAUBA BRAND LEADER & CREATIVE DIRECTOR, BLACKBAUD TWITTER: @raheelgauba SLIDESHARE: http://www.slideshare.net/raheelgauba EMAIL: raheel.gauba@blackbaud.com KEEP THIS CONVERSATION GOING: #bbcon, @blackbaud, @raheelgauba

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