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Independent School Campaign Communications

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A discussion by Andrea Naddaff, Partner and VP of Business Development, on campaign communications and case statements presented to the Regional Independent School Communicators (RISC).

A discussion by Andrea Naddaff, Partner and VP of Business Development, on campaign communications and case statements presented to the Regional Independent School Communicators (RISC).

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Transcript

  • 1. Campaign Communications Presented by Andrea Naddaff, Partner, Corey McPherson Nash
  • 2. Agenda
    • About You
    • About Us
    • Campaign Communications
    • Process
    • Case Studies
      • Belmont Hill School
      • BB&N
    • Wrap Up
  • 3. Who We Are – Our Services
    • Branding
      • Brand Strategy
      • Messaging
      • Naming and Tagline Development
      • Manifestos and Indoctrination Programs
    • Identity
      • Corporate Identity Programs and Logos
      • Corporate Graphic Manuals and Style Guides
    • Print
      • Collateral Systems
      • Ad and Direct Response Campaigns
      • Trade Show Graphics
    • Interactive
      • Web sites (corporate, application, social networking, Web 3.0)
      • User-interface Design
      • Technology Development
      • SEO
      • CMS
  • 4. Who We Are
  • 5. Who We Are
  • 6. Who We Are
  • 7. THE MESSAGE
  • 8. The Marketing Challenge
    • Who are you? (identity)
    • What do you offer? (features)
    • Why should I care? (benefits)
  • 9. The Marketing Challenge
    • The channel doesn’t matter if the message isn’t clear.
  • 10. Campaign Communications
  • 11. Identity Diagram
  • 12. Campaign Lessons
    • Communications should focus on outcomes, not on “The Campaign”.
    • Communications should map to fundraising strategy.
    • We need to create the tools your fundraisers will use.
    • You also will need a flexible solution that can be customized for different audiences.
  • 13. Campaign Lessons
    • YES. You will need an overall case statement.
        • A case statement is an argument
          • Why You?
          • Why Now?
  • 14. Campaign Lessons
    • The Role of A Case Statement
      • You still need it to make your statement
      • You still need it to be a tactile, tangible piece of something that has a big price tag associated with it
      • Tangibility, literally, makes the campaign real for its leaders, especially trustees
      • A visual fuels excitement and momentum
      • You need a physical manifestation of the emotion behind what you are trying to do
  • 15. Campaign Lessons
    • The Role of A Case Statement
    It’s not style OVER substance It’s style FOR substance RATHER
  • 16. Campaign Lessons
    • You should plan resources for the duration of the campaign.
    • You should establish a clear relationship between the campaign communications and other communications.
    • You need to identify the approvers and reviewers in the decision and consensus building process
    • There is no longer a beginning and an end to a development effort.
  • 17. Campaign Lessons
    • How do you say the same old, same old, differently
      • Scholarship
      • Faculty
      • Facilities
    • How do you break out from the pack?
    • How do you link your campaign with the philanthropic interests of your donors?
    • How do you stay on “the list” during a recession?
    • How do you create tools that work for your different audiences?
    • How do you appeal to emotion and to reason?
    • Should copy be handled internally or externally?
  • 18. Campaign Lessons
    • “ Schools have the advantage of greater intimacy so find the best way to be both lofty and down to earth…prospects feel like the school is a living, breathing opportunity to become philanthropically engaged-not like “dues paying”.”
  • 19. Andrea Jarrell’s 7 Steps to Move Beyond the Typical
    • 1. Tap into the Human Need to Be Part of Something Bigger than Oneself
    • 2. Find Your North Stars
    • 3. Ask your North Stars the Right Questions
    • 4. Name What Separates Your School Apart
    • 5. Match Your Campaign’s Tone and Approach to School Culture
    • 6. Make Your School’s Story Your Campaign’s Story
    • 7. Make Your Case Tangible, Doable, Fun
  • 20. PROCESS
  • 21. The CMN Process
    • Immerse
      • Research Review
      • Launch Meeting
        • School vision, mission and culture
        • Immersion activities
        • Primary Research
        • Competitive audit
      • Name/Tagline Development
      • Document
      • Strategic (Key Messages, Position, Name and Tagline)
      • Creative (Color, Typography, Photography, Language)
      • Communications (What messages for which medium)
  • 22. The CMN Process
    • Design Concepts
      • Identity directions
      • Two distinct look and feel directions
      • Applied to:
        • Viewbook cover & spread
        • Letterhead
        • Magazine cover & spread
        • Fundraising cover
        • Invitation
        • Representative digital communications
      • Refinement
      • Final comprehensive mock-ups for print design
      • Final files for online design
  • 23.
    • Style Guide
      • Document visual standard of new look and feel across an representative print and online communications
    • Implement
      • Prepare print files for production
      • Prepare Web templates for production
    The CMN Process
  • 24. CASE STUDIES
  • 25. The Belmont Hill School
    • 2007: Capital Campaign Communications
      • Develop a name, identity and suite of campaign communications
      • $75 million campaign goal over three years
      • Focus on connections through imagery and language
      • Show inclusive yet rigorous environment
      • Represent excellence in arts, academics and athletics
      • Relay warmth and accessibility
  • 26. Step One: Campaign Name
    • Inspirational
    • Authentic
    • Confident
    • Emotive
  • 27. Step One: Campaign Name
    • The Magic of the Place
    The Campaign for Belmont Hill
  • 28. Step One: Campaign Name
    • Inspirational
    • Authentic
    • Confident
    • Emotive
  • 29. Case Study: Belmont Hill School – Campaign Logo
  • 30. Case Study: Belmont Hill School – Final Logo
  • 31. Step Two: The Big Idea
    • The Big Reveal
  • 32. Step Two: The Big Idea
    • Showing Connections
      • Between emotion and reason
      • Between ambition and fact
      • Between story and support
  • 33. Case Study: Belmont Hill School – Campaign Case Brochure 2009 Corey McPherson Nash | Proprietary Content | For more information, email info@corey.com
  • 34. Case Study: Belmont Hill School – Campaign Case Brochure STORY NEED FACT 2009 Corey McPherson Nash | Proprietary Content | For more information, email info@corey.com
  • 35. Case Study: Belmont Hill School – Campaign Invitation 2009 Corey McPherson Nash | Proprietary Content | For more information, email info@corey.com
  • 36. Case Study: Belmont Hill School – Campaign Newsletter 2009 Corey McPherson Nash | Proprietary Content | For more information, email info@corey.com
  • 37. Buckingham Browne & Nichols School
    • 2005: Capital Campaign Communications
      • Focus on academic rigor : “Opening Minds”
      • Reintroduce traditional elements: blue and gold color palette
      • High quality but not “expensive looking”
      • $62 million campaign goal
      • Develop a theme for the campaign that expresses the essence of BB&N’s mission, focusing primarily on academic excellence at all levels.
      • Create communications that show the process of interaction between students and teachers.
      • Explain the key themes of the campaign in succinct language and potent, emotionally strong imagery.
  • 38. Step One: Campaign Name
    • The Name
      • Inspire pride in BB&N
      • Convey shared responsibility to support BB&N
      • Communicate a challenge to the BB&N community
  • 39. Step One: Campaign Name
    • Final Candidates
      • 1. Raise Your Hand
        • The Challenge Campaign
      • 2. Course Ahead
        • The Campaign for Our School
      • 3. Because We’re BB&N
        • The Challenge Campaign
      • 4. Tomorrow in Sight
        • The Campaign for Our School
      • 5 . Open Minds
        • The Challenge for BB&N
  • 40. Step One: Campaign Name Opening Minds The Campaign for BB&N
  • 41. Step One: Campaign Logo – Tone
    • Energetic and dynamic (not staid)
    • Real and credible (not staged)
    • Proud (not boastful)
    • High quality (not slick)
  • 42. Case Study: BB&N – Campaign Logo 2009 Corey McPherson Nash | Proprietary Content | For more information, email info@corey.com
  • 43. Case Study: BB&N – Final Logo 2009 Corey McPherson Nash | Proprietary Content | For more information, email info@corey.com
  • 44. Case Study: BB&N – Invitation & Stationery 2009 Corey McPherson Nash | Proprietary Content | For more information, email info@corey.com
  • 45. Case Study: BB&N – Campaign Case Inserts 2009 Corey McPherson Nash | Proprietary Content | For more information, email info@corey.com
  • 46. Case Study: BB&N – Campaign Case Brochure 2009 Corey McPherson Nash | Proprietary Content | For more information, email info@corey.com
  • 47. Andrea Jarrell’s 7 Steps to Move Beyond the Typical
    • 1. Tap into the Human Need to Be Part of Something Bigger than Oneself
    • 2. Find Your North Stars
    • 3. Ask your North Stars the Right Questions
    • 4. Name What Separates Your School Apart
    • 5. Match Your Campaign’s Tone and Approach to School Culture
    • 6. Make Your School’s Story Your Campaign’s Story
    • 7. Make Your Case Tangible, Doable, Fun