This "brand 101″ session is designed to help nonprofit leadership and board members understand the basic concepts around developing and maintaining a strong brand.
Having a strong, unique and consistent Brand Voice is key to creating a successful brand across all marketing channels. This Brand Voice Toolkit will help you build a voice for your brand by first introducing the concept of Brand Voice and why it is imperative for a brand to be recognizable, identifiable, and relatable.
Your Brand Voice Toolkit should contain:
1. Brand Character + Personification
2. Brand Personality
3. Defined Vocabulary
4. Words Your Brand Says + Doesn’t Say
5. Writing Samples
Learn what each of these tools are and how they can be used to craft your Brand Voice in this deck and even explore an example toolkit.
More and more, brands are realizing the power of integrating tactics like events and digital campaigns into a larger effort to build the long-term relationships with their customers that help them reach their overall marketing goals.
However, budget, influenced by emotion, is all too often the primary factor in deciding how and when to employ these valuable marketing assets.
Enter portfolio planning: a strategic approach that allows companies to make informed decisions on the right number, type, frequency, and cadence of tactics needed to generate an optimal experiential marketing mix. In essence, “brand experience media planning”.
In the latest Jack POV, learn the 6 principles of portfolio planning and how you can incorporate a strategic approach to better engage your customers.
As always, let me know if you’d like to learn more about how brand experience media planning can help your business.
Find out more at jackmorton.com.
This is the presentation that was delivered at the end of the DOCC project at SPJIMR. The project was carried out at the Pune based NGO, Applied Environmental Research Foundation (AERF). The project involved developing a corporate marketing strategy for the NGO and consultation on ongoing projects.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
Visit us at gykantler.com for more information.
The concept of a “brand” is no longer taboo at B2B companies. In fact, strong B2B brands outperform weaker ones by as much as 20%, according to recent research by McKinsey. Yet it’s not easy for ROI-obsessed marketers to justify spending money on their brand, which can be difficult to track. As a result, your brand is too often left either underfunded or on the back-burner altogether.
We’re going to help you solve this. In this presentation you’ll learn:
- How your brand can boost demand generation and other key performance indicators
- The elements of a B2B brand and how those are different from traditional consumer branding
- How to elevate your brand through B2B marketing channels and brand advocates
- Metrics to track the impact of your brand
Having a strong, unique and consistent Brand Voice is key to creating a successful brand across all marketing channels. This Brand Voice Toolkit will help you build a voice for your brand by first introducing the concept of Brand Voice and why it is imperative for a brand to be recognizable, identifiable, and relatable.
Your Brand Voice Toolkit should contain:
1. Brand Character + Personification
2. Brand Personality
3. Defined Vocabulary
4. Words Your Brand Says + Doesn’t Say
5. Writing Samples
Learn what each of these tools are and how they can be used to craft your Brand Voice in this deck and even explore an example toolkit.
More and more, brands are realizing the power of integrating tactics like events and digital campaigns into a larger effort to build the long-term relationships with their customers that help them reach their overall marketing goals.
However, budget, influenced by emotion, is all too often the primary factor in deciding how and when to employ these valuable marketing assets.
Enter portfolio planning: a strategic approach that allows companies to make informed decisions on the right number, type, frequency, and cadence of tactics needed to generate an optimal experiential marketing mix. In essence, “brand experience media planning”.
In the latest Jack POV, learn the 6 principles of portfolio planning and how you can incorporate a strategic approach to better engage your customers.
As always, let me know if you’d like to learn more about how brand experience media planning can help your business.
Find out more at jackmorton.com.
This is the presentation that was delivered at the end of the DOCC project at SPJIMR. The project was carried out at the Pune based NGO, Applied Environmental Research Foundation (AERF). The project involved developing a corporate marketing strategy for the NGO and consultation on ongoing projects.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
Visit us at gykantler.com for more information.
The concept of a “brand” is no longer taboo at B2B companies. In fact, strong B2B brands outperform weaker ones by as much as 20%, according to recent research by McKinsey. Yet it’s not easy for ROI-obsessed marketers to justify spending money on their brand, which can be difficult to track. As a result, your brand is too often left either underfunded or on the back-burner altogether.
We’re going to help you solve this. In this presentation you’ll learn:
- How your brand can boost demand generation and other key performance indicators
- The elements of a B2B brand and how those are different from traditional consumer branding
- How to elevate your brand through B2B marketing channels and brand advocates
- Metrics to track the impact of your brand
(CLICK 'DOWNLOAD' TO DOWNLOAD THE POWERPOINT DECK FOR COMPLETE VIEW OF HIDDEN LAYERS AND SLIDE ANIMATION IN THE PRESENTATION).
Can you 'process' creativity? I think you can, if you clearly know what it is.
Having sat in many advertising conferences and workshops, and listening to many advertising creative gurus using 'esoteric language' to explain a seemingly abstract concept ('creative ideas') here's my attempt at distilling creative ideas and creative thinking into a very simple, logical 'process'.
Note: Advertising Creativity : Before you can create it, you need to be clear about what it is you're creating. This Level 101. ppt deck won't turn you into a creative superstar overnight, but can give you a clear idea of how to get there.
Ps: I'd like to wholeheartedly thank all the generous people on the www, who's names are not mentioned here (and who's work I've blatantly plucked) to create this powerpoint presentation.
My sincerest apologies for my lack of referencing skills.
A powerful presentation about how brands can emotionally connect with their consumers through storytelling, with illustrative examples from the Beer category.
Our latest design brochure creds. Check out some of our client work here.
TEN Creative are an award winning design agency in Norwich, Norfolk UK. We work on design for print and digital media, ranging from websites and managed email campaigns to complete brand development via integrated marketing.
Looking to scale something up? Depending on how you're going after your market/ acquiring users, you may need to build a sales organization that's optimized for a top-down or bottom-up sales process (or perhaps both).
Watch the video overview at http://a16z.com/2015/03/06/go-to-market-bootcamp/ and then check out this slide deck, which shares some concrete tips and tools for accelerating time to market -- from the go-to-market experts at a16z, led by 'sales savant' Mark Cranney.
Because selling to enterprises is a lot like getting a bill passed through Congress: it can get stuck. And getting stuck -- or going down the wrong path -- can mean death to startups in a competitive market. Here's how to avoid that.
JWT: The Future 100 - Trends and changesFilipp Paster
The Future 100 takes a snapshot of emerging trends for 2017, spanning culture, tech and innovation, travel and hospitality, brands and marketing, food and drink, beauty, retail, health, lifestyle, and luxury.
As we look ahead to 2017, markets are confident, even though assumptions have been questioned and narratives overturned. Amid the massive shifts that are sure to follow, there’s never been a more important time for brands to keep tabs on forecasts and emerging consumer behaviors.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
You can now download the presentation directly from Slideshare.
Here are 17 of the best free online tools for Digital Strategists to help cultivate killer insights on consumers, competitors and the industry. In this toolbox we you will find how to use each tool with an example insight drawn for the client, as well as each of their benefits and limitations.
The tools helps to conduct Consumer Research, Category Research, Discourse Analysis and Environmental analysis.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
A presentation by Tim Williams CEO of Onalytica on Influencer Relationship Management, use cases, challenges and the 6 steps to approach influencer relations.
Mix Digital is a full service digital marketing agency expertising in digital marketing strategy, social media marketing, web design & development, search marketing. We helps brand interacting sustainably with target audiences via digital platforms
Digital Strategy 101 is an overview of the current state of digital strategy and an exploration of core concepts, deliverables, and thought-leaders relevant to young practitioners.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
This “brand 101″ session is designed to help nonprofit leadership and board members understand the basic concepts around developing and maintaining a strong brand:
- What it means to brand an organization
- How to identify what’s at the core of your organization’s brand
- How to build simple messaging frameworks that allow consistent communications of that brand
- How to help your organization “walk the walk” and deliver on the promise of your brand
This “brand 101″ session is designed to help nonprofit leadership and board members understand the basic concepts around developing and maintaining a strong brand
(CLICK 'DOWNLOAD' TO DOWNLOAD THE POWERPOINT DECK FOR COMPLETE VIEW OF HIDDEN LAYERS AND SLIDE ANIMATION IN THE PRESENTATION).
Can you 'process' creativity? I think you can, if you clearly know what it is.
Having sat in many advertising conferences and workshops, and listening to many advertising creative gurus using 'esoteric language' to explain a seemingly abstract concept ('creative ideas') here's my attempt at distilling creative ideas and creative thinking into a very simple, logical 'process'.
Note: Advertising Creativity : Before you can create it, you need to be clear about what it is you're creating. This Level 101. ppt deck won't turn you into a creative superstar overnight, but can give you a clear idea of how to get there.
Ps: I'd like to wholeheartedly thank all the generous people on the www, who's names are not mentioned here (and who's work I've blatantly plucked) to create this powerpoint presentation.
My sincerest apologies for my lack of referencing skills.
A powerful presentation about how brands can emotionally connect with their consumers through storytelling, with illustrative examples from the Beer category.
Our latest design brochure creds. Check out some of our client work here.
TEN Creative are an award winning design agency in Norwich, Norfolk UK. We work on design for print and digital media, ranging from websites and managed email campaigns to complete brand development via integrated marketing.
Looking to scale something up? Depending on how you're going after your market/ acquiring users, you may need to build a sales organization that's optimized for a top-down or bottom-up sales process (or perhaps both).
Watch the video overview at http://a16z.com/2015/03/06/go-to-market-bootcamp/ and then check out this slide deck, which shares some concrete tips and tools for accelerating time to market -- from the go-to-market experts at a16z, led by 'sales savant' Mark Cranney.
Because selling to enterprises is a lot like getting a bill passed through Congress: it can get stuck. And getting stuck -- or going down the wrong path -- can mean death to startups in a competitive market. Here's how to avoid that.
JWT: The Future 100 - Trends and changesFilipp Paster
The Future 100 takes a snapshot of emerging trends for 2017, spanning culture, tech and innovation, travel and hospitality, brands and marketing, food and drink, beauty, retail, health, lifestyle, and luxury.
As we look ahead to 2017, markets are confident, even though assumptions have been questioned and narratives overturned. Amid the massive shifts that are sure to follow, there’s never been a more important time for brands to keep tabs on forecasts and emerging consumer behaviors.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
You can now download the presentation directly from Slideshare.
Here are 17 of the best free online tools for Digital Strategists to help cultivate killer insights on consumers, competitors and the industry. In this toolbox we you will find how to use each tool with an example insight drawn for the client, as well as each of their benefits and limitations.
The tools helps to conduct Consumer Research, Category Research, Discourse Analysis and Environmental analysis.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
A presentation by Tim Williams CEO of Onalytica on Influencer Relationship Management, use cases, challenges and the 6 steps to approach influencer relations.
Mix Digital is a full service digital marketing agency expertising in digital marketing strategy, social media marketing, web design & development, search marketing. We helps brand interacting sustainably with target audiences via digital platforms
Digital Strategy 101 is an overview of the current state of digital strategy and an exploration of core concepts, deliverables, and thought-leaders relevant to young practitioners.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
This “brand 101″ session is designed to help nonprofit leadership and board members understand the basic concepts around developing and maintaining a strong brand:
- What it means to brand an organization
- How to identify what’s at the core of your organization’s brand
- How to build simple messaging frameworks that allow consistent communications of that brand
- How to help your organization “walk the walk” and deliver on the promise of your brand
This “brand 101″ session is designed to help nonprofit leadership and board members understand the basic concepts around developing and maintaining a strong brand
This "brand 101" session is designed to help nonprofit leadership and board members understand the basic concepts around developing and maintaining a strong brand.
Effective Marketing Communications on a Shoestring4Good.org
Most nonprofit organizations have extremely limited marketing communication budgets, but that doesn’t mean they can’t create and execute effective marketing plans. This webinar is designed to help both leadership and marketing/communications staff think about:
Who is the target audience?
What are your goals?
What are the most effective (and cost effective) ways to reach your target audiences?
How will you know what’s working?
Personal branding is your communication within your place of taking your education as well as when you are at your work place. The presentation is how to build your personal branding to the utmost benefit for yourself as well as for others.
Lori and Sean from The Connected Brand share their expertise on how strong brands are built, why this matters to charitable organizations of all sizes, and the common misconceptions about what brands are. They will also be sharing a donor journey tool that attendees can take away and put into action.
Social Media in Marketing in Support of Your Personal Brand - Nicola Osborne, EDINA Digital Education Manager, for Abertay University (Dundee) 4th Year Marketing Students.
Whether you're launching, evolving, or repositioning your business, defining your unique brand identity is key. Who are (and aren't?) you? Are your current creative touchpoints and content elements telling your brand story —and, most importantly, engaging your target audiences — as effectively as they can?
Join Big Small Brands founder Jen Barth for an interactive session which includes tips, best practices, and real-life example/lessons learned on...
• Your Creative Identity: What does your name, logo, and creative identity say about your business today?
• Your Brand Voice: Elements to consider when selecting the tone — and type — of your content, both on and offline
• Gaining Customer Insights: Tips and low-cost tools for researching and exploring user needs — on a shoestring budget
• 5 Tips for Brilliant-Branders-to-Be: The 5 essential steps to consider when creating or growing your small business brand.
Getting the Most out of Your Branding and Communications Efforts4Good.org
Regardless of where you are in terms of brand development, your brand must be actively managed (and if you’re not doing the management, your marketplace is doing it for you!).
This session is designed to help organizations of all types and sizes:
- Deliver on your brand…how to make sure that your board, staff, volunteers, etc. all can communicate and live your brand in a consistent, high impact manner.
- Communicate your brand…building and executing a cost-effective integrated communications plan.
- Measure success…how to know what’s working, and equally important, what’s not.
Launching Salesforce Communities: Flipping the Switch and Making them WorkSalesforce.org
In this webinar, we’ll go over basics of activating a Customer Community, customizing it, and inviting your first Community Members. But building a healthy community is about more than just “flipping the switch,” we’ll also share key lessons learned from the team that launched the Power Of Us HUB, the online community for Salesforce.com Foundation customers.
Session 3 - Understanding the Audience & The Importance of StorytellingNena Brodjonegoro
In this 3rd session, we go through how we define our audience and create a buyer persona, as well as getting introduced to the importance of storytelling
Similar to Building your brand – A practical guide for nonprofit organizations (20)
Nonprofits today are faced with unprecedented challenges, and yet we continue to approach board leadership using concepts from thirty years ago. As our organizations enter into new territory, so our boards need to lead differently - yet we continue to put our efforts into getting the structure 'right'. But there is no magical number of board members or committees, or use of Robert's Rules of Order or Consent agendas, that will transform our boards into the strategic thinkers or powerful decision makers they need to be. Instead, structure must be seen as only the foundation - and board behavior and dynamics approached in a new way - to lead effectively into the future.
On Today's Menu: Your Successful Grant Proposal4Good.org
How can you whip up a successful grant proposal? You’ll need just the right proportions of research, planning, drafting, and editing. And don’t forget to garnish with tasty feedback and a dash of good timing!
Foundations and corporate funders are always looking for ways to make good investments in your community. To partner with them, you have to show exactly how you can help make that happen!
Webinar participants will get a special discount on Dalya’s award-winning book, "Writing to Make a Difference: 25 Powerful Techniques to Boost Your Community Impact."
Who should attend: This webinar is ideal for: nonprofit directors, staff, board, volunteers, and consultants who help raise money from foundations and corporations; jobseekers are also welcome.
Successfully Outsourcing Your Accounting Function4Good.org
For startup or small nonprofits, hiring the right financial expertise can be challenging. Outsourcing to a qualified firm allows you to focus your efforts on mission and fund raising, can strengthen internal controls and often results in significant improvements in your overall financial management and reporting. The keys to success are to clarify your expectations for outsourcing and identify the right outsourcing partner with whom your organization can build a collaborative relationship.
Inbound Marketing & Millennial Donors: A Perfect Marriage4Good.org
The Millennial Generation does not want direct mail from your nonprofit, nor do they want generic communications. To get to these early donors, 84% of which donate or want to donate online, you'll need to earn it through transformative content that effectively tells the story of your cause.
In this webinar learn how to utilize inbound marketing techniques to attract Millennial donors who live on their smartphones, and to how incentivize their giving to your fundraising efforts.
Many entrepreneurs – social, triple bottom line or otherwise – do not avail themselves of all potential capital sources when seeking funding to grow or scale, limiting prospects to cash flow their initiatives. This seminar explores a range of options for funding: external in the marketplace, internal within an organization, new ideas and classics not to overlook.
Most nonprofits involve volunteers in program areas and administrative areas. You might not be aware, however, of the many ways you can involve volunteers in your fundraising activities. This webinar will outline ways you can involve volunteers in fundraising, where to find volunteers, how to recruit them, and how to keep them enthused about your organization.
Could your mission statement describe any of several other organizations that are similar to yours? Do you just haul it out once a year for your annual report and 990? If you’ve been around for many years, you’re clear about your nonprofit’s value to your community, your stakeholders and/or your cause, why bother to revisit your mission statement?
The answers to these questions can make the difference between sustainable success and failure in several ways. Organizations that have a page-long mission statements and think that any effort to review it would be just empty wordsmithing may want to join us for this webinar to see what a rigorously crafted mission statement can do for marketing, fundraising, stakeholder loyalty, strategy, and managing change.
Enter your mission statement in the 4th annual What’s Your Mission? Competition, at http://bit.ly.SyPmission
Takeaways:
Why your mission statement is so important.
Why it’s worth editing your mission statement–and how to do it.
What’s in a good mission statement, and what’s not.
How a good mission statement forms the basis for strategic decisions.
How to measure your performance against your mission statement, and why that’s valuable.
e-Strategy for Your Nonprofit (Cast Your NET, Catch More Fish: Effective Inte...4Good.org
This seminar shows how any nonprofit can develop and execute an Internet strategy to further its mission. We’ll examine how nonprofits are using the Internet, how they’d like to be using the Internet, and how they should be using the Internet (but may be unaware of) – and how to bridge that significant gap easily and quickly. You’ll learn how to drive more traffic to and fundraising through your site. We’ll give specific suggestions on how you can improve your website so it will offer lots for your website visitors to SEE and lots for them to DO.
Key Leadership Factors for Fundraising Success4Good.org
As the CEO of your organization, you are tasked with many things from operations to quality improvement; fundraising is only one of your concerns. But did you know that everything you do affects fundraising? In fact, the most important factor in fundraising success is not the competence of your fundraiser but your own leadership and that of your Board of Trustees. Join Susan Black, CFRE to learn the six key factors for fundraising success that every nonprofit leader needs to know.
Barriers to Change: Understanding Roadblocks to Progress in Organizations and...4Good.org
We all say that we desire change yet, it seems so difficult for it to actually occur. In this webinar, learn more about the barriers to change that keep us from moving forward in our personal, professional and organizational lives.
Nonprofit Blogging Best Practices: Why Your Nonprofit Needs a Blog and How to...4Good.org
Despite the popularity of social media including “micro-blogging” sites like Tumblr and twitter, traditional blogging is still one of the most important tools in your digital marketing arsenal.
Larger nonprofits have been early adopters of blogging, seeing the benefits in increased website traffic, email sign ups and online donations. A consistent, quality blog has been proven to have a direct benefit on marketing and fundraising efforts – so why do so many nonprofits ignore this powerful tool?
The question remains: How can smaller nonprofits get on board with blogging and create a dynamic outlet that grows their supporters and helps them accomplish their goals?
Why are some nonprofits successful at attracting funding while others struggle? How do funders differentiate between the myriad of nonprofits that want their money? How has the process of successfully approaching funders changed? This cutting edge webinar, based on the practical experience of hundreds of successful funding campaigns, examines the fundraising process from the other side of the desk, that of the funders, and illustrates the techniques that work in today’s economic environment, all designed to help you earn Asking Rights™.
Four Great Hormones to Stimulate Well-Being4Good.org
Recent neuroscience research has verified that the well-being that comes from meaningful conversations depends upon four hormones that we have the ability to either stimulate or depress in ourselves and in others. This Webinar will deal with the four and explain their role in personal and interpersonal well-being.
What do you do when someone signs up for your email list or donates to your organization? Do they have to wait until your next “monthly” newsletter to learn more about who you are and what you do? If so, you are missing out on a huge opportunity to engage, inspire and motivate your supporters to take action.
One of the best ways to engage with new subscribers (or new donors for that matter) is to create what is called a “Welcome Series” of emails. These emails are set to automatically be sent to the individual over the course of a few weeks – Day 1 they get an email, day 4 they get another email, day 8 they get yet another email, etc. These emails are designed to introduce yourself and your organization to the individual, as well as show them the impact your organization is having and why they should stay connected.
Sounds like a great idea and something all nonprofits should be doing right? The problem is that most nonprofits are not currently using a Welcome Series and are missing out on this powerful tool. If this includes your organization, then join us for this jam-packed webinar where we highlight a number of successful strategies and tactics you can start using immediately including:
- Why a Welcome Series is so powerful (Its all about the relationship)
- How to create an engaging and compelling Welcome Series
- How and why you should have multiple Welcome Series’ – subscribers, donors, attendees, etc.
- How a Welcome Series can increase your donor retention
On Today's Menu: Your Successful Grant Proposal4Good.org
How can you whip up a successful grant proposal? You’ll need just the right proportions of research, planning, drafting, and editing. And don’t forget to garnish with tasty feedback and a dash of good timing!
Foundations and corporate funders are always looking for ways to make good investments in your community. To partner with them, you have to show exactly how you can help make that happen!
Webinar participants will get a special discount on Dalya’s award-winning book, “Writing to Make a Difference: 25 Powerful Techniques to Boost Your Community Impact.”
Who should attend: This webinar is ideal for: nonprofit directors, staff, board, volunteers, and consultants who help raise money from foundations and corporations; jobseekers are also welcome.
Mission and Leadership: Work Motivation That Strikes a Chord4Good.org
Most organizations have a formalized mission statement. Too often it is merely posted on a wall in the conference room. Often, employees grow cynical and state that the organization’s mission statement is just that: an empty statement. However, other organizations follow a structured process that allows their managers to lead with integrity while using the core principles of mission-driven organizations.
In this extremely practical presentation, that Dr. Eyal Ronen has never shared in the past, he will describe the practical steps to creating a clear mission, vision, and values for the organization. He will also describe the 4 things every leader must do in order to be effective in accomplishing his or her, and the organization’s mission.
Affordable Special Events Data Tracking and Analysis4Good.org
Special events can be complex and in the process of planning a perfect event, details can be missed. Using data to track the ways in which people participated in the event can help you determine what worked, what didn't work and what people are responding to about your event.
Have You Been Sequestered?—Developing Diverse Sources of Revenue4Good.org
Many nonprofits are excessively dependent upon a single type of revenue. The classic example is the organization which is only funded through government contracts or grants. Others may be totally reliant upon one or two private foundations or local corporations. In this webinar, volunteer leaders, agency CEO's and chief development officers will learn the value of diversifying the sources of revenue so as to enhance financial sustainability.
Practical Strategies for Writing the Annual Appeal4Good.org
Writing a fundraising appeal is hard work. What’s effective for one organization may not work for another one. We’ll discuss ways to reduce the aggravation and to increase the chances of your letters bringing in more money.
Think of this workshop as a treasure trove of ideas and examples to help you when you write your next appeal. To write a successful fundraising appeal, it’s important that you understand donor motivation and donor response.
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
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4. Today’s Speaker
Michele Levy
Brand Therapist
Jamie Maloney
Community Developer, 4Good
Part
Of:
Founding Director of Nonprofit Webinars and Host:
Sam Frank, Synthesis Partnership
Sponsored by:
9. What it is…
• A set of expectations and associations resulting from
experience with an organization, company, product or
service.
• How your key constituents think and feel about what
you do.
The brand answers the question:
Why should I join, enroll in, partner with, fund, work
for, or listen to this organization?
10. At the most basic level….
It’s about establishing
first a connection,
then a relationship,
with those most important
to your success.
11. Beware the accidental brand…
• There is no such thing as an “unbranded”
organization, company, product, approach, etc.
– There are some who proactively develop and manage
their brands
– There are some with low brand awareness
– There are some (ok, many) that allow the marketplace
to define their brand for them
• Many organizations (especially nonprofits) have very
positive brand perceptions across a small group of
stakeholders who know them well
– The challenge is to communicate more broadly and
expand that group of stakeholders appropriately
12. Why is brand important*?
*in a non-profit setting
13. Consumers need brands
• They have too many choices
– from breakfast cereal to cable channel
– idealist.org lists over 93,000 organizations and over 17,000
volunteer opportunities
– Charity Navigator evaluates “over 5,000 of America’s bestknown charities”
• Choice is not always a good thing
– complicates our lives
– can cause people to “shut down” in the face of too many
options
14. The consumer challenge
“Give me something
where I can quickly understand
a fundamentally different benefit,
or I’ll stick with what I’ve got, thanks.”
15. A successful brand...
• Defines how a product, service or organization is
different from its competitors
• Creates a personal experience for those who
interact with it
–
–
–
–
contributes to their hopes, their personal identity
generates certain perceptions, attitudes and behaviors
enables fulfillment in their lives
continuously meets and exceeds their needs
• Is relevant, believable, sustainable and consistent
(and is inextricably linked to your mission)
16. Brand matters…
INTERNALLY
• A brand helps an organization maintain focus on
those activities, initiatives and behaviors it values
• It helps prioritize projects and programs (“…Is it on
mission? On brand? Does it further the mission?
Further the brand?”)
• Helps an organization communicate both effectively,
and efficiently
– No “making it up” every time
– Consistency = impact
• Helps the organization attract, hire and retain the
best people to advance its mission
– Also applies to those invaluable volunteers
17. Brand matters…
EXTERNALLY
• A brand is the most visible articulation of an
organization’s strategy….it quickly tells people what
the organization stands for, and where it’s going
– Helps cut through the clutter to get your message heard
– It allows you to “claim your space” in a crowded, noisy
market
• Builds and maintains strong relationships with those
most important to your success
• In times of change (or crisis), gives internal and
external supporters a touchstone, reassurance, and
the tools they need to actively engage on your behalf
18. “But building a brand for a
nonprofit organization
is so different from
building a corporate brand…”
19. Not really.
Where it’s more challenging…
• Sometimes a higher organizational (and board) learning curve
• Often more limited resources (although the gap is certainly
narrowing!)
• Often highly diverse organizations
• Less of an organizational emphasis on integrated marketing
(as opposed to public relations, visitor services, development,
publications…)
Where it’s actually easier (and more powerful)…
• A brand is the sum of the stories people tell about you…and
you certainly have stories!!
• Also….fewer decisionmakers, more willingness to participate
in the process, a passionate core
22. How do you build your brand?
• Your brand perception results from every single
experience or contact a person has with your
organization.
• You build that brand perception on four key
foundational elements:
– A set of relevant, consistent core messages;
– A visual brand identity (logo, fonts, color palette, imagery)
that effectively (and efficiently) communicates the
essence of your brand;
– An agreed-upon set of consistent brand behaviors;
– An integrated plan to communicate the brand across all
touchpoints.
23. Keys to brand success
• Know yourself.
• Know your audience.
• Know your competition.
THEN…
• Clarity, focus and repetition.
24. Brand strategy methodology
Internal
Discovery
Strategy session
Individual interviews
Focus groups
Communications
audit
External
Discovery
PRIMARY
Visitor interviews
Member interviews
Donor/funder interviews
Partner interviews
SECONDARY
Competitive audit
Secondary literature
review
Brand
Strategy
Communications
Plan
Creative
Development
Master brand
messaging
Recommended
communications
strategies:
Visual identity
Collateral
Web site
Advertising
Signage
Direct mail, etc.
Product/service brand
hierarchy
Audience message
matrix
•Brand maintenance
•Awareness tactics
•Lead gen tactics
•Relationship
management tactics
•Communications
calendar
•Budget
•Measurement and
evaluation
25. First of all…who are you?
• Develop (and instill!) a consistent elevator pitch
– 30 second explanation of who you are and what you do
– The answer to the question “What is (organization)?”
• Clear, concise and interesting
– WHO you are, WHAT you do, for WHOM.
• Use your elevator pitch to win the right to tell more of
your story (you don’t need to tell the whole story in 30
seconds!)
– Capture your listener’s attention enough so that you can move
into what makes you unique, how you do it, etc.
• Create (and maintain) a consistent set of proof points
and supporting statistics
26. Know your audience
• Understand who they are, how they segment, how they
view you, what they need/expect from you
• All you need to do is ask (or have someone do it for you)
– Phone interviews/focus groups with a combination of long-term
and newer members and volunteers
– Conversations with partners, the press, other external
stakeholders
• To think about…
– They can’t ALL be your most important audiences.
– A relevant brand is NOT the same as trying to be all things to all
people (and “following the funding” is one of the surest ways to
muddle your brand)
– In the words of Dorothy…
27. For example…
Audience
Students
Faculty and
staff
Description
Audience key concerns
Desired perceptions/behaviors
• Highly driven, wellrounded individuals
• The ideal student
“customer” is a
visitor, and is not
necessarily an art
major…but they are
willing to explore
new things and new
ways of thinking
• Developing their
ability to think more
broadly
• Having an impact on
their community
• Developing “real
world” experiences
• Getting it all done
• Occasionally taking a
break from getting it
all done!
• To understand the role
and value of DMCC
within the context of the
College
• To see DMCC as a
valued resource across
a variety of dimensions
(and to utilize it
regularly)
• To act as ambassadors
for DMCC within their
own spheres of
influence
• Passionate,
dedicated
individuals engaged
in the broader
college community
• The ideal
faculty/staff
“customer” is not
limited to the art
department
• Finding opportunities
to expose their
students to real
works of art and new
ways of thinking
• Keeping their work
and teaching
relevant/fresh
• Occasionally taking
a break themselves
• To understand the role
and value of DMCC
within the context of
the College
• To have greater
investment in, and
ownership of, DMCC
and what it offers
• To see DMCC as a
valued resource and
collaborator
Our messages to them
• ALL
• We are a valuable resource.
• We offer the unique opportunity
to see real works of art in your
own backyard.
• We can help bring new
perspectives to your studies, and
to your hectic life.
• We are accessible across a
variety of channels (don’t be
intimidated!)
• We are “safe haven”, extremely
supportive of experimentation.
• We support experimentation and
risk-taking.
• FACULTY AND LEADERSHIP
• Our collections, programs and
staff can help enrich the
academic experience, and help
create better students.
• We share your high intellectual
standards and can be a valuable
partner in helping to differentiate
the Wellesley College
experience.
28. Know your competition
• Yes, you have competition
– At the very least, competition for resources: financial
resources, in-kind donations, volunteers, etc.
• Crucial to understand the alternatives that your
supporters have for their time, money and attention
• Evaluate the brand messaging across 4-6
competitive and/or peer organizations
– Learn from their brand best practices, and mistakes.
– Identify any apparent norms, and ensure a unique brand
strategy
• Combines a set of activities, including regular visits
to competitive Web sites, attendance at events,
asking your closest supporters what their
competitive options are (and how they view those
options)
29. Sample: Competitive profile
Elevator pitch
The Children’s Defense Fund is a child advocacy & research organization
which lobbies on behalf of children at the federal & state level.
Mission
The Children’s Defense Fund’s Leave No Child Behind mission is to
ensure every child a Healthy Start, a Head Start, a Fair Start, a Safe Start,
and a Moral Start in life and successful passage to adulthood with the
help of caring families and communities.
Brand
observations
Primary take-away: The CDF is a well-oiled advocacy machine dedicated
to the well-being of the whole child–with special emphasis on those who
are indigent, members of a minority group & disabled
The entire site serves as an emotional plea for activism to anyone who
cares about the welfare of America’s children – to become informed, to
get involved, to right the wrongs that children suffer today
The presence of Marian Wright Edelman (founder & president) throughout
gives credence to the CDF as carrying on the work of the civil rights
movement out of which it was born
The branding is minimal beyond the logo & tag line, both of which are
designed to stir emotion and rouse action
31. Then…build the brand road map
•
•
•
•
•
•
•
•
•
Context (why)
Goals/Objectives
Competitive landscape
Audience insights
Brand promise (internal rallying cry)
Elevator pitch (external core message)
Proof points (reason to believe that elevator pitch)
Brand personality
Message matrix (approved versions of messages to
be used as secondary points when talking with
audience segments)
• Product brand platform
• Guidelines (what and how)
32. Sample: Umbrella brand platform
Mission
Elevator pitch
The Arnold Arboretum of Harvard University discovers and disseminates knowledge of
the plant kingdom to foster greater understanding, appreciation and stewardship of the
Earth’s botanical diversity and its essential value to humankind. This is accomplished
through three areas of activity: Research, Horticulture and Education.
The Arnold Arboretum of Harvard University is the oldest public arboretum in North
America, and one of the world’s leading centers for the study of plants. A unique blend
of beloved public landscape and respected research institution, we provide and support
world-class research, horticulture and education programs that foster the understanding,
appreciation and preservation of trees.
Brand Promise An extraordinary collection of resources to inspire you along new paths of exploration
and discovery.
Brand
Personality
Brand Proof
Points
Open, accessible
High standards of quality
Knowledgeable
Engaged and engaging
A thoughtful steward
Highly collaborative across a variety of communities
Proactive
Thought leaders in research and horticulture
PLACE
• A beautiful treasured historic collection of trees
• Unparalleled depth, variety and quality
INSTITUTION
• World-class facilities, staff and fellows
• Access to the kinds of resources necessary to do meaningful international research
• Committed to becoming a leader in the management and presentation of arboreta and
historic landscapes
• An extensive and varied education program
33. How the pieces fit together:
Product brand platform
Name
Description
Historic Properties
35 house museums and landscapes
across a variety of time periods,
architectural styles and geographic
locations
Supporting
products
and
services
House and landscape tours
Adult and family programs
Special events
Retail operations
Function rentals
Membership
The most comprehensive collection The largest assemblage of New
of homes and properties in New
England art and artifacts in the
England, with a uniquely thorough
country.
and authentic approach to presenting
the stories of those who lived there.
Positioning
Promise
Experience, in a very real and
intimate way, the lives and stories of
the individuals and families who have
made New England what it is today.
Collections
An extraordinarily broad collection of
more than 100,000 objects of
historical and aesthetic significance,
family heirlooms presented in their
original context, and accessible
through the extensive study
collection
Local, regional and national traveling
exhibitions
House museum exhibits
Membership
Develop a real understanding of the
heritage of New England through the
possessions of those who lived here.
Archives and Publications
More than one million items that
document New England's
architectural and cultural history. The
archival collections include
photographs, prints and engravings,
architectural drawings, books,
manuscripts, and ephemera.
Library and Archives services
Historic New England magazine
Books and exhibition catalogues
Web site
Membership
Educational Programs
A series of nationally recognized
school and youth programs that use
historical resources to reinforce and
enrich student learning.
Preservation Services
A program built on partnership
between property owners and
SPNEA, with a shared goal of
protecting the unique character of
historic properties throughout New
England.
Museum field trips
Programs to Go!
Out of School Time
Educators Resources
Membership
Stewardship Program
Homeowner services
Membership
The premier resource for researchers Programs that are fun, multiof New England history.
disciplinary, and suited to a variety of
learning styles. They allow young
people to learn through a variety of
approaches and include hands-on
activities, role-playing, and
cooperative learning.
Personally access a wealth of
Discover the entertaining side of
information on the people and events history…the people and stories who
that defined the history of New
have made your neighborhood,
England. Let that knowledge inform community, etc. what it is today.
opinion and policy to shape the
Learn how, by understanding our
region’s future.
shared past, we can build a better
future.
As one of the first preservation
restriction programs in the country,
SPNEA's Stewardship Program is the
model on which many other
programs are based.
Let the experts show you how to
preserve your historic property and
architectural details for the enjoyment
and education of current and future
generations.
34. Aligning the brand hierarchy
MASTER BRAND
Lutheran Social Services (LSS)
Subsidiary
sub-brands
Services
LSS Services for
Children and
Families
LSS Adoption
Specialized foster
care
Teen residential
Transitional teen
living
Foster care for
refugee children
Shelter care
LSS Community
Support Services
LSS SmartCare
LSS Good News
Garage
Developmental
services
Mental health services
Deaf services
Lutheran Disaster
Response - New
England
Congregation
Relations
LSS
International
Services
Refugee resettlement
Immigrant services
Asylee legal assistance
ESOL
LSS LanguageBank
Job placement, education
and training
LSS Services for
Older Adults
Nursing home & rehab
Assisted living
Low income housing
In-home services
Case management
Alzheimers/dementia
services
35. Find your common themes
•
Framingham: A welcoming community (“where you start the
American dream”)
•
Framingham: The classic American middle-class town/the
power of diversity
•
Framingham: A vital crossroads
•
Framingham: A tradition of volunteerism
•
Framingham: An economic engine for the region
•
Framingham’s place in the history of the nation
36. Then inventory your stories
Campinelli
First Catholic church
Immigrants then and now
Refugees
•
Framingham: A welcoming
community (“where you start the
American dream”)
•
Framingham: The classic
American middle class town/the
power of diversity
Academy
Clinton visit
•
Framingham: A vital crossroads
Railways, water, highways
•
Framingham: A tradition of
volunteerism
Heart Study, militia, veterans
•
Framingham: An economic
engine for the region
Mills; corporations then and now
“Creative economy” effort
Bonnets
•
Framingham’s place in the
history of the nation
37. Translating brand attitudes into action
Brand attitude (“”I WILL”) Employee actions (“I DO”)
• Greet the client with
• "I appreciate your
enthusiasm. Use the client's
business.”
name.
• Focus on the client. Stop other
• "I will devote my full
activities. Listen, and ask
attention to your
clarifying questions.
needs.”
• Transfer the client no more
than once; the first transfer will
• "I will take ownership of
own the issue.
your needs.”
• Provide the client with insight
and information to help him
• "I will be knowledgeable
achieve his goals.
and professional.”
• Fulfill commitments in a timely
fashion. Recognize that the
• "I will be responsive to
client's time is valuable.
your questions and
requests."
38. A quick sidebar on consistency
• Consistency = impact
• Think about it…if your communications are not
consistent (look and feel, as well as tone and
messaging), you are reintroducing yourself every
single time
• There is room for variety, for versioning by type of
product, by audience, etc.
– But there has to be a master plan!
• Consistency is NOT boring for your stakeholders
– One of the biggest mistakes organizations make?
They get bored with their brand and want to change it
39. Behind every strong brand,
there’s a brand champion
• SOMEONE with the vision and clout to make it really
happen…and keep it happening
• SOMEONE who owns the brand and cares
passionately about its successful development and
maintenance
• Probably not at the most senior leadership level
(although they have to clearly sponsor and support
the effort)
40. Now tell your brand story…
• An effective communications plan is:
– Targeted….you’re not wasting money reaching people
not in your target audience
– Holistic…”surrounding” that target with a variety of
media likely to reach them
– Compelling….with a strong call to action
– Integrated….reflected across all your touchpoints
– Measurable…grounded in strategic goals and
evaluated against those goals
41. Build an integrated
communications plan to…
• Build awareness what you have to offer
• Generate leads/trial
• Keep 'em coming back for more!
42. Sample: Plan table of contents
•
•
•
•
•
•
•
•
•
•
Brand blueprint (elevator pitch, message matrix, proof points,
brand attributes, etc.)
Target audience (who your audience segments are, their
needs and expectations)
Competitive landscape (a brief overview of alternative options
available to your served populations and supporters)
Communications goals (what you want your activities to
accomplish)
Communications strategies (the high level ways you plan to
accomplish your goals)
Communications tactics (specific activities you will engage in,
with timing)
Measurement and evaluation (how you plan to track results)
Budget
Editorial calendar
Communications calendar
43. Does your brand need therapy?
•
•
•
•
•
•
•
•
•
•
•
Are you changing your strategy as an institution?
Is your core constituency changing?
Are there seismic market shifts?
If you ask 10 people in your organization “what is (your name here)?”, how
many different answers would you get?
Can everyone in your organization explain how all the pieces (programs and
services) fit together?
Do you feel like you’re the best kept secret in town?
Do you feel like people know that you exist, but not why you matter?
If you put all of your collateral on a table, would it look like it came from the
same place? Is it consistent with the look and feel of your web site?
Do you have “dueling logos?”
Is your logo easy to use?
Do you have brand guidelines that are consistently used by everyone creating
communications?
44. Start with the basics
• Talk the talk…consistent language and messaging
• Set the standards…brand style guidelines
• Walk the walk…make sure everyone delivers across
every touchpoint (especially the further out you get
from “home base”)