Brian Arndt of Zeh Arndt Creative presented on branding on a budget. He discussed what branding is and why it's important. Branding brings a company's mission to life and unifies its message. Case studies were presented on how branding helped grow Burrito Boarder and Pinellas County Head Start. To brand on a budget, companies should establish goals and a vision, create a brand strategy within their budget, and promote and live the brand every day.

1. Branding on a Budget
presented by
Brian Arndt / President
Zeh Arndt Creative

2. Today’s Presentation
Agency Introduction
What is branding and why is it important?
How can you brand on a budget?
Case Studies: Burrito Boarder / Head Start
How can you start branding right now?
Questions and Answers

3. Who we are.

4. who we are / our agency
Owners | Casey Zeh and Brian Arndt
Opened for Business | August 1999
Team Members | 15
Services
Branding
Creative Development
Traditional Advertising
Non-traditional Advertising
Guerilla Marketing
Social Marketing
Public Relations
Media Planning and Placement

5. who we are / our agency
International Accolades
2009 US International Film and Video Festival
First Place, Gold Camera Award
2009 Telly Awards
2008 Sports Emmy
Addy Awards
AMPIA Awards
New York Festivals Awards
London International Award
and past judge of Clios

6. Who we serve.

7. who we serve / from big businesses
ESPN

8. who we serve / to small businesses
BURRITO BOARDER

9. who we serve / from Calgary
ALBERTA TOURISM

10. who we serve / to Clearwater
ECKERD YOUTH ALTERNATIVES

11. who we serve / North America
STARKIST

12. who we serve / Europe
SWISS SOLAR SYSTEMS

13. what we do.

14. what we do
We build brands by bringing to life the
core beliefs, purposes, features and
differentiating characteristics of businesses,
organizations, products, services and people
through disruptive, compelling, enduring
and endearing messages.

15. simply put, we build brands.

17. What is branding?

18. what is a brand
A brand is everything.
It is your image, your voice, the first and last
impression you communicate to anyone and
everyone that comes into contact with you
and your business.

19. what is a brand / it’s your building
Bayfront Medical Center

20. what is a brand / it’s your building
Cafe Alma

21. what is a brand / it’s your people
Kentucky Trust Bank

22. what is a brand / it’s your people
ESPN | X Games 15

23. what is a brand / your process
Pinellas County Head Start

24. what is a brand / your process
Burrito Boarder

25. what is a brand / every communication
Great Explorations

26. what is a brand / every communication
Baxter Medical

27. what is a brand / every communication
Burrito Boarder

28. Why is branding important?

29. why is branding important?
Branding brings your mission to life.
For your consumers. And for everyone
that plays a role in your company.

30. why is branding important?
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31. why is branding important?
It enables you to shape and control the
image of your company right from the
start
versus allowing the media and general
public perception shape it for you.

32. why is branding important?
It allows you to take ownership of a
field of expertise, an emotion and/or
a market.

33. why is branding important?
It gives you a platform to launch all your internal and external
inititatives.

34. why is branding important?
Your brand says, this is what we stand for.
This is what we do. This is how we do it. And
this how we can make your life better. AND,
because of what our brand represents - and
the fact that we can deliver on this promise -
this is why we can do it better than our
competition.

35. why is branding important?

36. Why is it important to invest in
branding your new company?

37. why is branding important for you?
A properly crafted brand will raise:
Awareness
Sales
Investor Interest
Distribution Possibilities
Goodwill
Morale

38. why is branding important for you?
Recently one of our clients stated,
“We want people to know who we really are and
what we really do.”

39. why is branding important for you?
Proper branding will accomplish that for
you quickly and succinctly.
T A P A S W I N E B A R G R I L L E

40. Once your brand is created,
what do you do?

41. Deliver on your brand promise.

42. what do you do now?
You tap into every viable medium to reach
your audiences, spread the word, build
momentum and create a movement of
public awareness, appreciation, advocacy
and loyalty.

43. what do you do now?
A quick checklist of inexpensive branding:
Name
Logo
ID Package
Website
Social Marketing
Public Relations
Grassroots Initatives
Create Simple New Trial Campaign

44. Case Study: Burrito Boarder

45. Case Study: Burrito Boarder
BUSINESS HURDLE
The owners of 10 Cici Pizza franchises, Giorgio and Lisa Bertrand,
created their own concept and launched it in arguably the worst
time of year in Florida (June, 2008) and the worst economic climate
in 30 years. As a result, their sales were below projection and
remained flat for the first six months of business.

46. Case Study: Burrito Boarder
CONSUMER INSIGHTS
“I’ve never heard of Burrito Boarder.”

47. Case Study: Burrito Boarder
BRAND TRUTH
Burrito Boarder is an all-natural, action-sports themed version of
Chipoltle. Our food, service and atmosphere are superior to any
other “burrito joint” in the industry.

48. Case Study: Burrito Boarder
The Strategy: Fresh Mex. Tasty Vibe.
Leveraging Burrito Boarder’s two key unique selling points - all
natural mexican food in a cool, young, hip atmosphere - Zeh
Arndt Creative developed a new branding platform and retail
strategy utilizing in-store signage, traditional mediums and
new technologies to spread the word.
At every customer touchpoint possible.

49. Case Study: Burrito Boarder
In-Store Branding

50. Case Study: Burrito Boarder
Regular Offers

51. Case Study: Burrito Boarder
Giveaways

52. Case Study: Burrito Boarder
Promotions

53. Case Study: Burrito Boarder
Special Services

54. Case Study: Burrito Boarder
Apparel

55. Case Study: Burrito Boarder
website

56. But how did we build brand
momentum?

57. what do you do now?
Tactic #1: New Trial
With 100 restaurants within downtown St. Petersburg, competition is
fierce. Telling people how great our food, service and experience
is great, but we don’t have the money to conduct a massive ad
buy.
So, let’s pay for our audience to try us out.

58. what do you do now?
Introducing Dollar Taco Tuesdays

59. what do you do now?
The Offer
Every Tuesday after 2pm, tacos are only a buck.
The Elements
• One ad in the Weekly Planet
• Weekly email blasts via The LaBudde Burg Blast
• Sidewalk Boards
• In-Store Signage
• Flyers Handed out at First Friday Events
• Home Page Banner
• Twitter Blasts
• Recruited customers to be our soldiers

60. what do you do now?
The Results
• The ROI on this promotion was over 400%
• Taco Sales on Tuesdays tripled
• Overall sales went up 40% within the first 3 months of the promotion
• Higher ticket item sales also increased
• Awareness increased dramatically
• New trial consumers became regular customers
• Existing customers became fans

61. How do we achieve this success?

62. We created a vision. Together.

63. Creating a vision for your company
We conduct Two Vision Workshops with upper managment
discussing such topics as
who we’re talking to
what do they think about us
what do we want them to think about us
and how will we get that message across

64. Creating a vision for your company
We do our homework. Researching,
Your Company
Your Competitors
Your Industry
Trends
Audiences
Other Influences

65. Creating a vision for your company
Day Two Vision Workshop
Review the information we have collected
We discussit, refine it and use it help us create a Positioning
Statement and Branding Platform
Then we create a Disruptive brand platform that enables us to
outperform industry conventions

66. Case Study: Pinellas County Head Start

67. Creating a vision for Head Start
Their head start is your I learned to spell my name.
head start is Pinellas County’s That’s my head start. - Kazzy Z.
head start.
The head start you and your child needs is just a phone call away. By
providing at-risk pre-school children and their families the education, life
skills training and medical care they need, Pinellas County Head Start is
strengthening our community - one family at time.
HEAD START | EARLY HEAD START | FRIEND OF FAMILIES
To see if your family qualifies for this FREE government program, call (866) FOR-LIFE or visit us at
PCHeadStart.com. And give your family the head start it needs.
HEAD START | EARLY HEAD START | FRIEND OF FAMILIES
C L EA RWAT E R DUNEDIN LARGO P I N E L L AS PA R K ST. P ET E R S BU R G TA R P O N S P R I N G S
PCHeadStart.com
(866) FOR-LIFE
ads

68. Creating a vision for Head Start
banners and posters

69. Creating a vision for Head Start
family portraits

70. Creating a vision for Head Start
Disabilities Evaluation and IEP Individualization
Each child with a disability receives a comprehensive child’s progress and experiences, and to provide more Teachers plan learning experiences and environments
evaluation and an Individual Education Program (IEP) de- meaningful curriculum experiences that support each and use teaching strategies in a thoughtful and
veloped by a team of professional diagnosticians and the child’s individual learning and development. The Creative intentional way to support and extend children’s learning.
child’s parents. Therapy and prescriptive programming Curriculum is used in each classroom as a base for the They work on organizing children’s learning so that
are provided with assistance from other agencies. The guidance of preschool learning experiences. The Growing experiences build on one another helping children to
Head Start / Early Head Start philosophy is that every child Great Kids Curriculum is used in the EHS home based acquire key ideas and skills.
learns more readily when involved in a group, so children program to enhance parent-child learning experiences. The teaching teams build children’s approaches to
with disabilities are not separated from other children. learning throughout the program day and across planned
Resource Center and spontaneous experiences. Children are seen as
individuals and the setting and strategies adapt to the
A head start for
Eight Domains of Learning A wealth of educational materials is housed in six resource individual levels and interests of the children.
rooms. Some resource materials are books for children
and adults, records, educational games and toys, program
The curriculum addresses all aspects of
every family whose
development and learning including: materials, resource films and cassette tapeThese materi-
als are available for use by Head Start / Early Head Start
Approaches to Learning
Mathematics
teachers, parents, children, and other staff.
Their head start
Creative Arts
Physical Health & Development is your head start determination is as
Head Start centers are conveniently located throughout Pinellas County.
Language Development Science
Literacy
Clearwater Center Sanderlin Good Samaritan McCabe
is Pinellas County’s great as their need.
head start.
Social & Emotional Development 727-443-3575 727-443-7582 727-544-3658 727-867-4390
701 N. Missouri Avenue 920 Palmetto Street 6085 Park Blvd. 2800 26th Avenue South
Clearwater, FL 33755 Clearwater, FL 33755 Pinellas park, FL 33781 St. Petersburg, FL
NAEYC Accreditation NAEYC Accreditation NAEYC Accreditation NAEYC Accreditation
Transition
Friendship Center Dunedin Family Services William S. Fillmore Jr.
A Transition PKP Steering Committee consisting of rep- 727-462-8323 727-580-1649 727-895-4502 727-823-7491
resentatives from Head Start, the Pinellas school system, 802 Turner Street 421 Main Street 1900 12th St. South 1900 12th Street South
et al maintain a written transition agreement. This agree- Clearwater, FL 33756 Dunedin, FL 34697 St. Petersburg, FL 33705 St. Petersburg, FL 33705
Fax: 727-462-8323 NAEYC Accreditation in process NAEYC Accreditation
ment enables a smoother transition from Head Start to
NAEYC Accreditation Forest Hills
public school for both parents and children. Family Services 727-323-7918 Woodlawn
High Point 727-584-6945 3600 Fairfield Avenue 727-827-1016
727-535-5009 UP CTY, Rainbow Village 513 15th Street North
Transportation 15495 58th Street North 12351 134th Avenue North
St. Petersburg, FL 33711
NAEYC Accreditation St. Petersburg, FL 33712
Clearwater, FL 33764 Largo, FL 33774 NAEYC Accreditation
Transportation is provided to all children to and from
NAEYC Accreditation French Villas
Dental appointments and for field trips. All vehicles are Tarpon Springs
Rainbow Village 727-546-3680
operated by State of Florida certified drivers. Parents are Issay M. Gulley 727-585-2745 6835 54th Avenue North 727-938-4919
encouraged to participate as riders on the buses. 727-441-9801 13409 Adams Circle, #252B St. Petersburg, FL 33709 516 South Huey
1045 Dr. Martin Luther - Largo, FL 44774 NAEYC Accreditation Tarpon Springs, FL 34689
King Jr. Ave. NAEYC Accreditation in process NAEYC Accreditation HEAD START | EARLY HEAD START | FRIEND OF FAMILIES FOUNDATION
Child Outcomes Clearwater, FL 33755 Jordan Park HEAD START | EARLY HEAD START | FRIEND OF FAMILIES FOUNDATION
727-327-4144
The requirements for child observation and ongoing as- Reconciler 2390 9th Avenue South
sessment continue throughout the child’s enrollment in 727-442-2006 St. Petersburg, FL 33712
the program. The Galileo system of electronic manage- 915 Drew Street NAEYC Accreditation in process
ment of learning is used to assure the documentation of Clearwater, FL 33755
NAEYC Accreditation
positive child outcomes. Staff and parents can follow the
brochures

71. Creating a vision for Head Start
website

72. Creating a vision for Head Start
and much more to come.

73. How can you develop your
own brand on a budget?

74. where do you start?
Establish your business goals
Establish a budget or work with a professional advertising agency
or consultant to establish your budget
Determine your vision
Create a brand strategy that helps you achieve that vision
Promote, grow and live your brand every day.

75. Thank you.
Brian Arndt, President
Zeh Arndt Creative
(727) 498-5549 | aspire@zacreative.com