Brandtastic2: Workshop

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This is a handout for a workshop designed to show and ideal brand process versus a DIY approach. It contains two exercises by brand experts designed to get you and institutional leadership thinking about the importance of unified branding. The presentation has a cross section of some easy tools for testing creative online, as well as examples of how to set up an affinity test, a messaging test, and an actionable items test. Presented by Doug Gapinski, mStoner, and Patricia Vandenberg, Executive Director of Communications and Strategic Initiatives, Mount Holyoke, at CASE I in Boston, January 2010.

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Brandtastic2: Workshop

  1. 1. BRANDTASTIC a branding presentation and workshop in two parts Friday, January 29, 2010
  2. 2. Patricia Vandenberg Mount Holyoke College Doug Gapinski mStoner Executive Director of Communications and Strategic Initiatives Creative Director Friday, January 29, 2010
  3. 3. Friday, January 29, 2010
  4. 4. I. Presentation • What is a brand? • Why does it matter? • What’s new? • What does it look like on the web? Friday, January 29, 2010
  5. 5. II. Workshop • A dive into branding process • Exercises for thinking about and assessing your institution’s brand • DIY testing: making sure the brand is being delivered by the marketing platform Friday, January 29, 2010
  6. 6. A dive into branding process Friday, January 29, 2010
  7. 7. c Data and research Brand analysis Marketing platform Public-facing work Institutional Strategy Friday, January 29, 2010
  8. 8. Data and research Brand analysis Marketing platform Public-facing work Broad qualitative and quantitative surveys deployed to over 1,000 of each group: prospectives, recent admits, parents, and alumni via phone, web Web surveys, small focus groups Ideal DIY Friday, January 29, 2010
  9. 9. Data and research Brand analysis Marketing platform Public-facing work Attributes, position, themes compiled based on what the market values most Communications team compiles data and themes Ideal DIY Friday, January 29, 2010
  10. 10. Data and research Brand analysis Marketing platform Public-facing work Concepts done by communications team and then put into testing to make sure the concepts support institutional brand Same thing, concepts tested for alignment with themes, usually on a smaller scale (fewer people tested) Ideal DIY Friday, January 29, 2010
  11. 11. Data and research Brand analysis Marketing platform Public-facing work Integrated marketing campaign (enrollment suite, campaign or fundraising communications, radio, ads, web relaunch) Critical piece such as a viewbook or web site finished (often reactive) Ideal DIY Friday, January 29, 2010
  12. 12. Different ways of thinking about your institution’s brand Friday, January 29, 2010
  13. 13. The Zag exercise Friday, January 29, 2010
  14. 14. Friday, January 29, 2010
  15. 15. The only that for in who in an era of For Harley-Davidson motorcycle manufacturer makes big, loud motorcycles macho guys in the United States (mostly) want to join a gang of cowboys decreasing personal freedom what: how: who: where: why: when: Friday, January 29, 2010
  16. 16. The only that for in who in an era of For Mount Holyoke College elite liberal arts college combines rigorous liberal arts education with intentional career preparation bright, ambitious women from around the globe want to live lives of purpose and distinction a still male-dominated world. what: how: who: where: why: when: Friday, January 29, 2010
  17. 17. For UMass Amherst The only that for in who in an era of prestigious public university is committed to access for citizens of Massachusetts want exceptional opportunity and a great value sky rocketing costs in higher education. what: how: who: where: why: when: Friday, January 29, 2010
  18. 18. The only that for in who in an era of For your institution what: how: who: where: why: when: Friday, January 29, 2010
  19. 19. Let’s reflect. Friday, January 29, 2010
  20. 20. The only that for in who in an era of what: how: who: where: why: when: For Mount Holyoke College Alumnae organization provides a lasting connection to an intellectual home and a worldwide network of “sisters” for Mount Holyoke alumnae around the globe who want intellectual depth and a sense of community in a world increasingly subject to sound bites and a sense of alienation Friday, January 29, 2010
  21. 21. Friday, January 29, 2010
  22. 22. Primal Code Exercise Friday, January 29, 2010
  23. 23. Creation Story How / why was your institution founded? Were key players involved? What’s special about the location? Creed Does your institution have a set of core principals? A tag line or motto? Any other statement that encompasses what it is about? The Icons Who is well-known that is attached to your institution? What colors are you known for? How about landmarks?The Rituals What traditions, regular events or gatherings are associated with your institution? The Non-believers Who is your institution’s biggest competitor, or detractors? What do they believe that isn’t true? The Sacred Words What vocabulary do you hear people within your institution use over and over to describe it? What are the attributes that are special? The Leader Who is the President, Dean, or Head of School? How does the institution or the public think of them? Friday, January 29, 2010
  24. 24. Let’s reflect. Friday, January 29, 2010
  25. 25. If branding is about influencing perceptions and actions, how do we measure our accuracy? Friday, January 29, 2010
  26. 26. Three tools for DIY testing surveymonkey.com wufoo.com usabilla.com Friday, January 29, 2010
  27. 27. Friday, January 29, 2010
  28. 28. Friday, January 29, 2010
  29. 29. Friday, January 29, 2010
  30. 30. Friday, January 29, 2010
  31. 31. Friday, January 29, 2010
  32. 32. Friday, January 29, 2010
  33. 33. Friday, January 29, 2010
  34. 34. messaging matrix for evaluating perceptions Friday, January 29, 2010
  35. 35. actionable items matrix for results Friday, January 29, 2010
  36. 36. evaluating brand tools Friday, January 29, 2010
  37. 37. perception before virtual tour Friday, January 29, 2010
  38. 38. Friday, January 29, 2010
  39. 39. perception after virtual tour Friday, January 29, 2010
  40. 40. Go forth and be a brand champion! Friday, January 29, 2010
  41. 41. This presentation: clients.mstoner.com/case Patricia VandenBerg Mount Holyoke College pvandenb@mtholyoke.edu Doug Gapinski mStoner doug.gapinski@mstoner.com twitter: @thedougco Friday, January 29, 2010

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