Branding and Marketing 101 for Good News from the Middle East
•
1 like•415 views
Training on Branding Basics - A team of Students building a social publishing platform.
Recommended
Recommended
More Related Content
Viewers also liked
Similar to Branding and Marketing 101 for Good News from the Middle East
Similar to Branding and Marketing 101 for Good News from the Middle East (20)
More from Rama Chakaki
More from Rama Chakaki (20)
Recently uploaded
Recently uploaded (20)
Branding and Marketing 101 for Good News from the Middle East
- 1. Branding 101
- 2. OBJECTIVES DREAM BIG • Student engagement = • Content = • Social Engagement = • Social media reach = • Sponsors = • Ads =
- 3. –Johnny Appleseed “Type a quote here.” WHAT ARE YOUR OBJECTIVES? 15MIN - BRAINSTORM OBJECTIVES 2-MIN SHARE YOUR OBJECTIVES WITH THE GROUP
- 6. Target Quantity Description Responsbile Party Text Content Video Content Social Media Channel Engagement Targets for 2016-2016 INPUT
- 10. who are we addressing? GOV WEBSITE Individuals EcoSystem Universities Media Corporates MENA Org. Finance INPUT
- 11. –Johnny Appleseed “Type a quote here.” WHO’S YOUR AUDIENCE? 15MIN - BRAINSTORM AUDIENCE 2-MIN SHARE YOUR RESULTS WITH THE GROUP (FILL THE SPREADSHEET)
- 12. stakeholder analysis stakeholder group requirements (Influencers, language, content, engagement type) Communication: (channel, frequency, call to action.. Arab youth in the Middle East - Universities FB/Twitter/Instagram/Snapchat - Arabic, english, fun stories Arab youth in the USA - Universities Arab youth in the USA - Highschools University administrators Globally University Students - Palestine FB / Events / eMails / Raffles / Quizes / WoM U Administrators - Palestine Local influencers Regional influencers U Professors News Agencies EDU Policymakers globally EDU Donors INPUT
- 14. the content micro cycle shorter attention spans Hyper-connectivity Fragmentation of demand and supply Miniaturization of content, products, and services Hyper-transparency
- 15. messaging for the shrinking attention span • CRAFT a strong narrative and have it reverberate across social news streams.* • SHRINK • format • time • distribution • authority • ENGAGE
- 16. your message - content basics • personality! • visual • authenticity - in writing • relevance - to our audience • consistency - in delivery • collaborative - mentions • simplicity - in layout
- 17. Marketing Content Channel Type Responsibilities Twitter INPUT
- 18. Content Categories Category Type Sample INPUT
- 19. Content - Style Style Sample INPUT
- 21. Ripple effect - drive traffic back to your domain Ed Psych Site
- 22. Walter’s hierarchy of needs - the user experience
- 23. Walter’s hierarchy of needs - the user experience
- 24. include traditional communication channels +
- 25. eMail / Newsletter / Annual Report
- 27. Channel Current (total) Target Facebook Twitter Linked-IN G+ Newsletters per group Media Mentions Website Channels – who and how often INPUT
- 28. the brand 5
- 29. BRANDING OVERVIEW • Brand for Your Audience’s Taste Asset Brand Strategy Naming your site Your startup brand attributes & values Sub-brands Colors, fonts Style Tagline Launch Campaign Marketing Collateral Brand Manual
- 30. IF YOUR BRAND WAS A PERSON, HOW WOULD YOU DESCRIBE HIM/HER?
- 31. BRANDING RESEARCH • Describe your brand attributes if it was a… Animal Car Family INPUT
- 35. BRAND ASSETS • List your assets, where you’ll use them and their format Asset Use Format Logo Website, print, video INPUT
- 37. 6 fundamental emotions & (over, under) stimulation. • Emotion meter: • happiness (joy, satisfaction) • surprise (amazement, curiosity) • anger (rage, annoyance) • disgust (loathing, boarded) • sadness (grief, pensive) • fear (terror, worry)
- 39. GOOD NEWS FROM THE MIDDLE EAST LENA KASSICIEH En Writer We are here to capture the vibrant voices of the Middle East. We want to unveil the flavors of its multiple cultures, to celebrate the spirit of its young entrepreneurs, to discover the gems of its environment and the vibes of its booming artists. We are here to shed light on those invisible heroes crafting the Arab legends our grandchildren will someday read. Our ambitious goal is to inspire, to empower, and to connect our youth with local role models they can look up to. We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to the world. We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to the world.We are not just idealistswe know there’s a lot of good We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to .. TJ MISRA En Writer We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to the world.We are not just idealistswe know there’s a lot of good We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to the world. NOUR ALOUL Ar Writer We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to the world.We are not just idealistswe know there’s a lot of good We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to the world. NAWARA CHAKAKI Head of Operations We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to the world.We are not just idealistswe know there’s a lot of good We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to the world. Learn More Learn More Learn More Learn More
- 41. campaign implementation youth volunteers partners aspirational figures MEDIA social media manager youth volunteers 5. monitor 4. launch 6. expand newsletters fb campaigns advertising SEO website social media sites newsletters Social Media campaigns advertising SEO social media manager youth volunteers Sample
- 42. MARKETING CAMPAIGN LAUNCH PROCESS • List the steps to launching your campaign Task Owner Timeframe / date INPUT
- 43. engagement tools • Polls • Surveys • Sweepstakes • Coupons • User-Generated Photo, Essay, and Video Contests • Pick your Favorites • Quizzes • Trivia • Group Deals • Blogs • Games
- 45. MARKETING MONITORING & REPORTING • Tools used to monitor and report Tool Use Owner INPUT
- 46. Q3 Project Timeline Communications workshop Strategy Outline Prioritize Stakeholder Examine exiting channels & create a channel / message matrix Draft Communications Strategy & budget Develop the brand and Launch Campaign Training program & Launch campaign assets 1st phase Feedback & Adjustment first report Project start Project End 12 months from initiation date Deliverables Client Review & Input Incorporate feedback brand outline detailed launch plan Implementation oversight, analysis & adjustments Q1 Q4 2016Q2 Sample
- 48. ASSIGNMENT 1.If you don’t have a twitter account, set one up 2.Twitter & Facebook - 1.Share one takeaway from the session with the hashtag #Learn4Life #Palestine 2.Reference someone who inspired you in Palestine and why. use the hashtag #Learn4Life #Palestine & Copy @boostvip 3.Fill out the brand development spreadsheet 4.Contribute Name Options