STRATEGIES & BRANDEDCOMMUNICATIONSPresented by
360 BrandingBrand        Consumer    Talent        Internal   Social MediaResearch &   Marketing   Acquisition   Comm.    ...
About BrandemixBrand Strategy & Activation• Research• Brand Architecture• Brand pillars/positioningCreative Development• P...
Our Capabilities4
Our Team Leaders5
Some of our ClientsHealthcareEducationRetailFinancialOther6
Our Mantra7
One Brand8
Consumer9
Careers10
Intranet11
Onboarding12
Videos13
Tradeshow Booth14
15
Social Web Strategy & Activation16
Our Process17
Process TimelineDEFINE/ALIGN: WEEK 1• Meet with all project stakeholders to create review:     -   Goals and objectives   ...
Employer Value PropositionSuccess CriteriaACHIEVABLE/ASPIRATIONAL• Would this provide an achievable stretch?BRAND/BUSINESS...
Impact every Touchpoint20
CREATIVE SAMPLES
22
23
24
25
26
27
28
29
30
31
32
33
34
35
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HR BrandingEXECUTIVES & MANAGERSWe are your strategic partner in achieving business resultsthrough people, helping you to ...
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Survey Says…Recruitment52
Websites Enhanced53
Onboarding2 WEEKS PRIOR TO STARTNew Employees Welcome Package:Product/neighborhood discount coupons• E-cards to supervisor...
Online Employee Referral55
56
Microsites57
Digital Marketing58
Market Intelligence59
Research & Trends60
You know you have succeeded     when you customers, employees     and business partners all share     a core belief in you...
• Advertising                       • Internal Communications• App Development                   • Interactive Communicati...
Never make predictions, especially     about the future.63
Here’s Our Plan• Make the most of your message• Make the most of your money• Make the most of your media options64
Ideas and Implementation – FREE APPS                COLLEGES MARKET EASY,                NO-FEE SELL TO APPLICANTS        ...
Enhancing Your WebsiteTHE ONLINE EXPECTATIONS OF PROSPECTIVE COLLEGE STUDENTS AND THEIR PARENTS• 1 in 5 students will remo...
Developing a Blog/Video Strategy                   E-Expectations Class of 2007 Report:                   Engaging the “So...
Engage Prospective Students withCurrent Student’s Help68
Personalized URL Marketingceline.ordioni.liu.edu69
Missed Opportunity70
Every Touchpoint is an Opportunity71
Tools for Students, Admin, Teachers and AlumniCreate a Referral Program: Turn them into brand ambassadors72
Provide Tools, Training and Technology Audition Contestants73
Create Elitism: Think Apple Geniuses Remember: Campus visit was a pivotal touchpoint74
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Brandemix Education

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Brandemix Education

  1. 1. STRATEGIES & BRANDEDCOMMUNICATIONSPresented by
  2. 2. 360 BrandingBrand Consumer Talent Internal Social MediaResearch & Marketing Acquisition Comm. MarketingDiscovery Strategy and Activation 2
  3. 3. About BrandemixBrand Strategy & Activation• Research• Brand Architecture• Brand pillars/positioningCreative Development• Planning, executing and monitoring specific initiatives - digital, print, experientialBrand Implementation and Campaign Management• Tactical on-demand ad creation and global placement• Web/Social Web• Analytics/Metrics3
  4. 4. Our Capabilities4
  5. 5. Our Team Leaders5
  6. 6. Some of our ClientsHealthcareEducationRetailFinancialOther6
  7. 7. Our Mantra7
  8. 8. One Brand8
  9. 9. Consumer9
  10. 10. Careers10
  11. 11. Intranet11
  12. 12. Onboarding12
  13. 13. Videos13
  14. 14. Tradeshow Booth14
  15. 15. 15
  16. 16. Social Web Strategy & Activation16
  17. 17. Our Process17
  18. 18. Process TimelineDEFINE/ALIGN: WEEK 1• Meet with all project stakeholders to create review: - Goals and objectives - Relevant information - Project budget and timelineDESIGN: WEEK 2 – 4• Design/launch Research plan - Executive Interviews - Qualitative/Quantitative research - Customer Research• Conduct materials audit - Print - Online - Other• Create Brand Architecture/Design Roll Out and DeliverablesREFINE: MONTH 3 – 4+• Launch/analyze research - Plan/manage activation event - Review/recommend post-project deliverables18
  19. 19. Employer Value PropositionSuccess CriteriaACHIEVABLE/ASPIRATIONAL• Would this provide an achievable stretch?BRAND/BUSINESS ALIGNMENT• Does it align with the core values/business mission / client proposition? (will it reinforce the qualities / competencies you want from Associates?)CREDIBLE• Does it ring true? (in terms of the organization at its bestDISTINCTIVE• Is it distinctive? (in terms of being distinctively strong or differentiating)ENGAGING/ENERGIZING• Is it compelling / emotive?19
  20. 20. Impact every Touchpoint20
  21. 21. CREATIVE SAMPLES
  22. 22. 22
  23. 23. 23
  24. 24. 24
  25. 25. 25
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  32. 32. 32
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  34. 34. 34
  35. 35. 35
  36. 36. 36
  37. 37. 37
  38. 38. 38
  39. 39. HR BrandingEXECUTIVES & MANAGERSWe are your strategic partner in achieving business resultsthrough people, helping you to attract, develop, reward,retain and advance the right people for the right purpose atthe right time.ALL EMPLOYEESWe help you achieve your goals for professionaldevelopment, provide security for your family and yourfuture, contribute to and get the most value out of yourexperience at the New York Life.39
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  44. 44. 44
  45. 45. 45
  46. 46. 46
  47. 47. 47
  48. 48. 48
  49. 49. 49
  50. 50. 50
  51. 51. 51
  52. 52. Survey Says…Recruitment52
  53. 53. Websites Enhanced53
  54. 54. Onboarding2 WEEKS PRIOR TO STARTNew Employees Welcome Package:Product/neighborhood discount coupons• E-cards to supervisor and to new hire• Supervisor---”Is everything ready for your new hire?”• New Employee---”Are you ready to start?”1 WEEK AFTER STARTEngagement E-cards• The “CFS Mission/Vision/Values”• The part each employee plays in the CFS Brand”• Link to important CFS information on career path and personal development2 WEEKS AFTER STARTSurvey E-cards• Supervisor-- Satisfaction Survey• New employees-- Link to Online Survey Onboarding process6 MONTHS AFTER STARTSurvey E-cards• Sent to new employees54
  55. 55. Online Employee Referral55
  56. 56. 56
  57. 57. Microsites57
  58. 58. Digital Marketing58
  59. 59. Market Intelligence59
  60. 60. Research & Trends60
  61. 61. You know you have succeeded when you customers, employees and business partners all share a core belief in your brand. Thank you!61
  62. 62. • Advertising • Internal Communications• App Development • Interactive Communications• Brand Development • Investor Communications• Brand Activation • Market Research• Benefit Communications • Media Planning & Placement• Change Management • Mobile Marketing• Corporate Identity • Recruitment Advertising• Corporate Social Responsibility • SEO/SEM/PPC• Diversity • Social Media Marketing• Employer Branding • Training Materials• E-Learning • Website Development• Event Marketing & Support • Wellness Programs
  63. 63. Never make predictions, especially about the future.63
  64. 64. Here’s Our Plan• Make the most of your message• Make the most of your money• Make the most of your media options64
  65. 65. Ideas and Implementation – FREE APPS COLLEGES MARKET EASY, NO-FEE SELL TO APPLICANTS By Jacques Steinberg Published: January 25, 2010 Over the last few years, the tiny College of Saint Rose in Albany has seen applications increase at least 25 percent annually, minority admissions rise and its standing in the U.S. News and World Report rankings climb more than 20 rungs. Last fall the college sent out 30,000 bright red “Exclusive Scholar Applications” to high school seniors that promised to waive the $40 application fee, invited them to skip the dreaded essay and assured a decision in three weeks.65
  66. 66. Enhancing Your WebsiteTHE ONLINE EXPECTATIONS OF PROSPECTIVE COLLEGE STUDENTS AND THEIR PARENTS• 1 in 5 students will remove a school from consideration due to a bad web experience• Students and parents prefer to click on links related to academics and programs of study• 27% of students with Facebook accounts, visit the college’s page before the web site• 93% of students with an email address will provide it to the school for more information• 55% watch videos on college web sites• 14% of students with cell phones have browsed a college site on their mobile device• 86% use email and check it at least once per day• 82% of prospective students own a cell phone• 77% use the online calculators for tuition costs and scholarships• 53% instant message admissions reps• 44% complete online application form• 65% will schedule a visit through the web site• 40% of students will use the college’s interactive map, 30% of those students said it would influence how they felt about the school• 68% of students never read a college blog, and only 9% of students use Twitter66
  67. 67. Developing a Blog/Video Strategy E-Expectations Class of 2007 Report: Engaging the “Social Networking” Generation Ronné Patrick Turner, Dean of Admissions at Northeastern University, has received 6,000 hits on her blog since it launched in October.67
  68. 68. Engage Prospective Students withCurrent Student’s Help68
  69. 69. Personalized URL Marketingceline.ordioni.liu.edu69
  70. 70. Missed Opportunity70
  71. 71. Every Touchpoint is an Opportunity71
  72. 72. Tools for Students, Admin, Teachers and AlumniCreate a Referral Program: Turn them into brand ambassadors72
  73. 73. Provide Tools, Training and Technology Audition Contestants73
  74. 74. Create Elitism: Think Apple Geniuses Remember: Campus visit was a pivotal touchpoint74

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