ISA Marketing  2007 District Leadership Conference   Bernard H. Penney ISA Director,  Corporate Marketing and Communicatio...
Agenda <ul><li>ISA Positioning/Mission/Strategy </li></ul><ul><li>ISA Branding </li></ul><ul><li>ISA Marketing Resources <...
ISA Marketing Positioning <ul><li>ISA is a leading, global, nonprofit organization that is setting the standard for automa...
ISA Marketing Positioning <ul><li>Vision </li></ul><ul><ul><li>ISA will be the premier global membership organization and ...
Corporate Branding <ul><li>A Brand represents continually delivered key traits </li></ul><ul><ul><li>Trust </li></ul></ul>...
Corporate Branding <ul><li>What is a Brand? </li></ul><ul><ul><li>The implementation of the Corporate Identity </li></ul><...
ISA Corporate Branding <ul><li>Major Brand Components: </li></ul><ul><ul><li>Logo Guidelines </li></ul></ul><ul><ul><li>Ta...
ISA Corporate Branding <ul><li>Brand Placements  </li></ul><ul><ul><li>Business Cards </li></ul></ul><ul><ul><li>Letter He...
ISA Corporate Branding <ul><li>Protecting ISA Corporate Brand </li></ul><ul><li>Consistent & unified communications suppor...
2007 ISA Marketing Resources <ul><li>ISA Corporate Marketing </li></ul><ul><li>ISA Membership Marketing </li></ul><ul><li>...
ISA Corporate Marketing Planning Automation Workforce Development On-Going ISA Corporate Presence On-Going Search Engine A...
ISA Membership Marketing On-Going <ul><li>New Member Recruitment Campaigns </li></ul><ul><li>Direct Mail </li></ul><ul><li...
ISA Symposia Marketing Campaigns:  Direct Mail/Emails/Save the Date/Preliminary Program/Final Program/Advertising/Web Site...
ISA Training & Certification Marketing February Certification Brochures February Training Course Brochures March ISA Train...
ISA Expo Marketing August On-Site Signage August On-Site Program June Exhibitor Preview April Expo Preview Program Februar...
ISA Journals Circulation Marketing On-Going Research On-Going Advertising On-Going Telemarketing On-Going Email Blasts On-...
ISA Books & Standards Marketing On-Going <ul><li>Book Promotion Campaigns: </li></ul><ul><li>Direct Mail </li></ul><ul><li...
Communicating ISA’s Successes <ul><li>How can we best communicate out to the world all the good things ISA is doing? </li>...
Summary <ul><li>ISA must continue with Branding roll out and strengthening member  value propositions </li></ul><ul><li>We...
Upcoming SlideShare
Loading in …5
×

ISA Marketing Presentation File

504 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
504
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 11
  • ISA Marketing Presentation File

    1. 1. ISA Marketing 2007 District Leadership Conference Bernard H. Penney ISA Director, Corporate Marketing and Communications 22 April 2007
    2. 2. Agenda <ul><li>ISA Positioning/Mission/Strategy </li></ul><ul><li>ISA Branding </li></ul><ul><li>ISA Marketing Resources </li></ul><ul><li>Communicating ISA’s Successes </li></ul><ul><li>Summary </li></ul>
    3. 3. ISA Marketing Positioning <ul><li>ISA is a leading, global, nonprofit organization that is setting the standard for automation by helping over 30,000 worldwide members and other professionals solve difficult technical problems, while enhancing their leadership and personal career capabilities. </li></ul><ul><li>In “Setting the Standard for Automation” we </li></ul><ul><ul><li>develop standards </li></ul></ul><ul><ul><li>certify industry professionals </li></ul></ul><ul><ul><li>provide education and training </li></ul></ul><ul><ul><li>publish books and technical articles </li></ul></ul><ul><ul><li>host conferences and exhibitions for automation professionals </li></ul></ul><ul><li>We are a home for automation professionals around the world and creating the Automation Profession of the future! </li></ul>
    4. 4. ISA Marketing Positioning <ul><li>Vision </li></ul><ul><ul><li>ISA will be the premier global membership organization and information resource for the instrumentation, systems, and automation field. </li></ul></ul><ul><li>Mission </li></ul><ul><ul><li>Maximize the effectiveness of ISA members and other practitioners and organizations worldwide to advance and apply the science, technology, and allied arts of instrumentation, systems, and automation in all industries and applications. </li></ul></ul><ul><ul><li>Identify and promote emerging technologies and applications. </li></ul></ul><ul><ul><li>Develop and deliver a wide variety of high-value information products and services to the global community. </li></ul></ul>
    5. 5. Corporate Branding <ul><li>A Brand represents continually delivered key traits </li></ul><ul><ul><li>Trust </li></ul></ul><ul><ul><li>Promise </li></ul></ul><ul><ul><li>Perceived Value </li></ul></ul><ul><li>Components of Brand: </li></ul><ul><ul><li>Rational (factual claims) </li></ul></ul><ul><ul><li>Emotional (what one feels consuming product) </li></ul></ul><ul><li>Brand is not a “Data Sheet” </li></ul>
    6. 6. Corporate Branding <ul><li>What is a Brand? </li></ul><ul><ul><li>The implementation of the Corporate Identity </li></ul></ul><ul><ul><li>Visually supports corporate message and promise with a strong and distinctive image </li></ul></ul><ul><ul><li>Defines consistent Corporate look & feel through set of policies, guidelines, procedures </li></ul></ul><ul><ul><ul><li>Consistency is key to protecting Corporate Brand </li></ul></ul></ul><ul><ul><li>End-result of Branding Effort: “Corporate Graphic Standards Guide” </li></ul></ul>
    7. 7. ISA Corporate Branding <ul><li>Major Brand Components: </li></ul><ul><ul><li>Logo Guidelines </li></ul></ul><ul><ul><li>Tag Lines </li></ul></ul><ul><ul><li>Design System Components </li></ul></ul><ul><ul><li>Defined Key Messages </li></ul></ul><ul><ul><li>Imagery </li></ul></ul><ul><ul><li>Greetings </li></ul></ul><ul><ul><li>All Customer Touch Points! </li></ul></ul>
    8. 8. ISA Corporate Branding <ul><li>Brand Placements </li></ul><ul><ul><li>Business Cards </li></ul></ul><ul><ul><li>Letter Head/Envelopes </li></ul></ul><ul><ul><li>Power Point Presentations </li></ul></ul><ul><ul><li>Web Site Design </li></ul></ul><ul><ul><li>Multiple Brochure Formats </li></ul></ul><ul><ul><li>Attire </li></ul></ul><ul><ul><li>Newsletters </li></ul></ul><ul><ul><li>Advertisements </li></ul></ul><ul><ul><li>Publications </li></ul></ul><ul><ul><li>Trade Show Graphics </li></ul></ul><ul><ul><li>Promotional Items </li></ul></ul>
    9. 9. ISA Corporate Branding <ul><li>Protecting ISA Corporate Brand </li></ul><ul><li>Consistent & unified communications supports the ISA Brand Promise: Setting the Standard for Automation </li></ul><ul><li>Building a Brand requires consistency & vigilance with every customer touch point </li></ul><ul><li>By ensuring this consistent visual & verbal delivery of our communications, we deliver on our brand promise </li></ul>
    10. 10. 2007 ISA Marketing Resources <ul><li>ISA Corporate Marketing </li></ul><ul><li>ISA Membership Marketing </li></ul><ul><li>Symposia Marketing </li></ul><ul><li>Training Marketing </li></ul><ul><li>Certification Marketing </li></ul><ul><li>Expo Marketing </li></ul><ul><li>Journals Circulation Marketing </li></ul><ul><li>Journals Sales Marketing </li></ul><ul><li>Books & Standards Marketing </li></ul>
    11. 11. ISA Corporate Marketing Planning Automation Workforce Development On-Going ISA Corporate Presence On-Going Search Engine Advertising On-Going “ Young Automation Professional” Campaign Sept “ CEO” Campaign Aug “ Next Generation” Campaign May “ Emerging Leader” Campaign April Division Specific Brochures Jan – Sept ISA Honors & Awards Promotion January Corporate Guide to ISA Marketing Opportunities January New Overall ISA Corporate Brochure
    12. 12. ISA Membership Marketing On-Going <ul><li>New Member Recruitment Campaigns </li></ul><ul><li>Direct Mail </li></ul><ul><li>Email </li></ul><ul><li>Advertising </li></ul><ul><li>Telemarketing </li></ul><ul><li>Tradeshows </li></ul>April Update “Explore ISA Membership” Brochure January Update Membership Key Benefits Flyer
    13. 13. ISA Symposia Marketing Campaigns: Direct Mail/Emails/Save the Date/Preliminary Program/Final Program/Advertising/Web Sites November January IIS Symposium Campaign February January Safety Symposium Campaign October January POWID Symposium Campaign Sept. January Marketing & Sales Symposium Campaign July January AD Symposium Campaign August January ACOS/WWID/CHEMPID Symposium Campaign
    14. 14. ISA Training & Certification Marketing February Certification Brochures February Training Course Brochures March ISA Training @ABB March Cyber U Instructor Led Online Training July International Direct Mail Prospecting March Thumb Drive for CAP Focused Meeting March ISA Technicians Training Week May EXPO Training Program May Cyber U Catalog April CAP Learning System Brochure April/June Automation Professional Training Event Catalog January CAP Brochure
    15. 15. ISA Expo Marketing August On-Site Signage August On-Site Program June Exhibitor Preview April Expo Preview Program February International Marketing January Direct Mail Marketing January E-Mail Marketing February Telemarketing January YAPFEST January Sales Show Floor Plan January Advertising January Press Releases January Sales to Potential Exhibitors
    16. 16. ISA Journals Circulation Marketing On-Going Research On-Going Advertising On-Going Telemarketing On-Going Email Blasts On-Going InTech Cover Wraps
    17. 17. ISA Books & Standards Marketing On-Going <ul><li>Book Promotion Campaigns: </li></ul><ul><li>Direct Mail </li></ul><ul><li>Emails </li></ul><ul><li>Press Releases </li></ul><ul><li>Trade Shows </li></ul>Quarterly Standards Newsletter May Standards CD Promotion On-Going New Book Brochures On-Going New Book Catalogs & Mini Catalogs
    18. 18. Communicating ISA’s Successes <ul><li>How can we best communicate out to the world all the good things ISA is doing? </li></ul><ul><ul><ul><li>What Media? </li></ul></ul></ul><ul><ul><ul><li>What Frequency? </li></ul></ul></ul><ul><ul><ul><li>What Audience? </li></ul></ul></ul><ul><ul><ul><li>What Level of Detail? </li></ul></ul></ul>
    19. 19. Summary <ul><li>ISA must continue with Branding roll out and strengthening member value propositions </li></ul><ul><li>We need your input and help to work together to best seize the opportunities that lie ahead </li></ul><ul><li>I thank you for your support & look forward to meeting your future needs. Input, criticism, feedback, ideas, thoughts are always welcome : </li></ul><ul><ul><ul><ul><li>Bernard H. Penney ISA Director, Corporate Marketing and Communications </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Tel: 919-990-9291 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Email: bpenney@isa.org </li></ul></ul></ul></ul>

    ×