The Deck The following deck is a reduced version of therecent pitch to a care home provider in the UK.They are struggling with brand identity, confused brand messages and marketing strategy. The name of the prospect, budgets and sensitive information has been removed.
A brand is a person’s gut feeling about your organisation.Source: Marty Neumeier
The problemBy getting to know the brand through material public available, itis clear that there is a strong commitment to the values of theorganisation through staff and volunteers alike.Unfortunately, the digital and offline brand representation doesn’tdo the brand justice and leads to unclear messaging and a lack ofawareness with the different audiences.
Sharing your Brand Being Accessible Exploiting Technology Year 1 Year 2 Year 3• Who you are • Now you know • Stay current• How you talk who you are, make • Influence the future• Many audiences it easy for people • Not gimmicks• Multiple channels to find out about • Reinforce brand you (internally and objectives externally) • Stay with strategy
Sharing Information Being Accessible Exploiting Technology Year 1 Year 2 Year 3• Key messaging• Brand refresh• Website• Key events to ‘PR’• Internal messaging support• Campaign planning• (Intranet)
Creative Technology Downloadable forms FAQs Sign-up Register interest Content Planning Social Media GuidelinesChannels Understanding your audiences Social & behaviour data profiling
Sharing Information Being Accessible Exploiting Technology Year 1 Year 2 Year 3• Key messaging • Website phase 2 • Website / mobile• Brand refresh • Campaign version / apps• Website Execution • Campaign• Key events to ‘PR’ • Increased PR Execution• Internal messaging support • Video creation and support • Video planning seeding• Campaign planning • Intranet / staff login • PR support & • Social guidelines events• (Intranet) • Intranet / staff login • Social
Being Accessiblea. Website (Phase 2) – donations, volunteers, media friendly – Intranet / staff portal – Usability, accessibilityb. Campaign executionsc. Increased PR support – Awards / Event for staff and volunteersd. Video planninge. Social / community guidelines
Exploiting Technologya. Website developments – Mobile proposition, donation application, SMS / Bluetooth marketingb. Video creation and seedingc. PR support and eventsd. Portal usage and promotion to internal staffe. Campaign executionsf. Social activity – app development, increase networks, social- based campaigns