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Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
Re-Branding Your School in a Competitive Environment
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Re-Branding Your School in a Competitive Environment

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bbcon 2013

bbcon 2013

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  • 1. RE-BRANDING YOUR SCHOOL IN A COMPETITIVE ENVIRONMENT RAHEEL GAUBA - BRAND LEADER & CREATIVE DIRECTOR, BLACKBAUD
  • 2. THANK U .. #bbcon, @blackbaud, @raheelgauba
  • 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. WHAT IS MY BRAND? #bbcon
  • 5. KHI
  • 6. KHI YUL 12,000 km
  • 7. YULYYZ 12,000 km 550 km
  • 8. YYZ
  • 9. YYZMSP CHS 450+ WEBSITES GLOBAL TEAM INTERACTIVE + BRANDING
  • 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. NOW, WHAT IS MY BRAND? #bbcon
  • 12. WHAT IS A BRAND, ANYWAY? #bbcon
  • 13. NOT A LOGO NOT A STYLEGUIDE NOT ADVERTISING OR EMAILS NOT BUSINESS CARDS ... #bbcon
  • 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. 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. IS A FEELING. IS PERSONALITY. IS A POINT OF VIEW. IS CUSTOMER-CENTRIC VALUES. A BRAND .. D x #bbcon
  • 17. NOT AN EXACT SCIENCE #bbcon
  • 18. WHY DOES IT MATTER? #bbcon
  • 19. WHY DOES IT MATTER ?FOR SCHOOLS #bbcon
  • 20. NAME THAT BRAND! Impossible is nothing. think. Ultimate Driving Machine. Open Happiness. #bbcon
  • 21. NAME THAT BRAND! Impossible is nothing. think. Ultimate Driving Machine. Open Happiness. #bbcon ADIDAS IBM BMW COKE
  • 22. NAME THAT NONPROFIT BRAND! A just world without poverty. Loans that change lives. Doing the most good. Protect human rights #bbcon
  • 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. 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. 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. HOW DOES YOUR SCHOOL MAKE YOUR CONSTITUENTS FEEL? #bbcon
  • 27. HOW DOES YOUR SCHOOL MAKE YOUR CONSTITUENTS FEEL? THE DIGITAL OPPORTUNITY. #bbcon
  • 28. THE AGE OF INSTANT COMMUNICATION. #bbcon
  • 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. 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. 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. ENROLLMENT # VS. LIVES ENRICHED. EXECUTING TASKS VS. RESULTS ACHIEVED. DIFFERENTIATING YOURSELF. CREDIBILITY. AUTHENTICITY. MESSAGING #bbcon
  • 33. THE EXPERIENCE FROM START TO FINISH #bbcon SEARCH > WEBSITE > EMAIL > CONVERSION
  • 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. THE EXPERIENCE FROM START TO FINISH #bbcon PROSPECT PARENT CURRENT PARENT PROSPECT STUDENT CURRENT STUDENT STAFF DONOR 4C: CONFUSED CURIOUS CONVINCED CONTINUING ALUMNI
  • 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. THE EXPERIENCE FROM START TO FINISH #bbcon PROSPECT PARENT CURRENT PARENT PROSPECT STUDENT CURRENT STUDENT STAFF DONOR 4C: CONFUSED CURIOUS CONVINCED CONTINUING ALUMNI
  • 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. 34 WHAT CAN YOU DO? #bbcon
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 41 LOYALTY TRUST BRAND #bbcon
  • 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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