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).

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Independent School Campaign Communications

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

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