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.
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
For social change organizations, it's time to think beyond transactional websites and the limits of UX design. Because when the goal is as ambitious as addressing pressing issues like climate change, social justice, or inter-generational poverty, if the lens through which we communicate about them is a website, then the solutions we design are almost certainly going to be website-specific.
In this Webinar led by Matthew Schwartz, Founder and Director of Strategy at social change brand strategy and experience design firm, Constructive, you’ll learn:
• How brand strategy improves the website design and development process
• What the four core strategies are to every website and the roles they play
• How to increase collaboration and shared learning across long-term website projects
• How to translate organizational strategy into effective online brand experiences
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
For social change organizations, it's time to think beyond transactional websites and the limits of UX design. Because when the goal is as ambitious as addressing pressing issues like climate change, social justice, or inter-generational poverty, if the lens through which we communicate about them is a website, then the solutions we design are almost certainly going to be website-specific.
In this Webinar led by Matthew Schwartz, Founder and Director of Strategy at social change brand strategy and experience design firm, Constructive, you’ll learn:
• How brand strategy improves the website design and development process
• What the four core strategies are to every website and the roles they play
• How to increase collaboration and shared learning across long-term website projects
• How to translate organizational strategy into effective online brand experiences
The Role of Marketing in the Charitable SectorKatie Sanders
A workshop held at the Involve 2010 Annual Conference, to encourage delegates to consider the various marketing tools, and marketing promotional tools available for their use.
Building your brand – A practical guide for nonprofit organizations4Good.org
This "brand 101″ session is designed to help nonprofit leadership and board members understand the basic concepts around developing and maintaining a strong brand.
Financial Advisors Have a Really Tough Challenge. First They Need to Ditch the Product Mentality and Create a Unique Marketing Message. Next They Need to Build a Platform That Seamlessly Integrates Modern Tools and Strategies.
Great brands don't sell - they build lasting relationships. Red Caffeine's Founder and CEO, Kathy Steele, talked brand stories and archetyping with the Professional Club Marketing Association. Check out the deck to learn why humanizing your brand is a smart business decision.
Slides for a two day workshop in Shanghai for a multinational client. Contrasting a product vs. a customer oriented company. Utilizing the Business Model Canvas and IBM Studies to create an awareness for building a value proposition and customer centricity.
How to blog - a content strategy for your bizJane Woodyer
This presentation provides insight into writing a company blog and developing a content marketing strategy for your business. Using tried and tested inbound marketing practices it will help you attract customers by blogging.
"Real Time" Marketing for Pubs, Restaurants and CafesFood Profits
Presentation 4 - The "Marketing Mastery Workshop" held at The Jury's Inn Hotel, Nottingham on 2nd September 2014 for Pub, Restaurant and Cafe Owners & Managers.
This webinar is designed for the nonprofit organization that wants to understand a social media strategy, and what goes into developing one. During the webinar, we’ll discuss the following:
- Benefits of creating a strategy
- How a social media strategy supports overall organizational goals
- Research needed to before you create your strategy
- The major components of a social media strategy
- Tying the social media strategy into the website
- How a social media strategy supports fundraising
The basis for any successful grant proposal is objective evidence that a vital community need exists. This is why the best American fundraisers are intimately familiar with the US Census Bureau web site, including American FactFinder and mapping tools.
This workshop is intended for those who either are new to the US Census site, are confused by its new format or haven’t had time to learn about the wide array of data and services offered at the site
The Role of Marketing in the Charitable SectorKatie Sanders
A workshop held at the Involve 2010 Annual Conference, to encourage delegates to consider the various marketing tools, and marketing promotional tools available for their use.
Building your brand – A practical guide for nonprofit organizations4Good.org
This "brand 101″ session is designed to help nonprofit leadership and board members understand the basic concepts around developing and maintaining a strong brand.
Financial Advisors Have a Really Tough Challenge. First They Need to Ditch the Product Mentality and Create a Unique Marketing Message. Next They Need to Build a Platform That Seamlessly Integrates Modern Tools and Strategies.
Great brands don't sell - they build lasting relationships. Red Caffeine's Founder and CEO, Kathy Steele, talked brand stories and archetyping with the Professional Club Marketing Association. Check out the deck to learn why humanizing your brand is a smart business decision.
Slides for a two day workshop in Shanghai for a multinational client. Contrasting a product vs. a customer oriented company. Utilizing the Business Model Canvas and IBM Studies to create an awareness for building a value proposition and customer centricity.
How to blog - a content strategy for your bizJane Woodyer
This presentation provides insight into writing a company blog and developing a content marketing strategy for your business. Using tried and tested inbound marketing practices it will help you attract customers by blogging.
"Real Time" Marketing for Pubs, Restaurants and CafesFood Profits
Presentation 4 - The "Marketing Mastery Workshop" held at The Jury's Inn Hotel, Nottingham on 2nd September 2014 for Pub, Restaurant and Cafe Owners & Managers.
This webinar is designed for the nonprofit organization that wants to understand a social media strategy, and what goes into developing one. During the webinar, we’ll discuss the following:
- Benefits of creating a strategy
- How a social media strategy supports overall organizational goals
- Research needed to before you create your strategy
- The major components of a social media strategy
- Tying the social media strategy into the website
- How a social media strategy supports fundraising
The basis for any successful grant proposal is objective evidence that a vital community need exists. This is why the best American fundraisers are intimately familiar with the US Census Bureau web site, including American FactFinder and mapping tools.
This workshop is intended for those who either are new to the US Census site, are confused by its new format or haven’t had time to learn about the wide array of data and services offered at the site
Once upon a time… Storytelling is an art that brings a nonprofit‘s mission into the hearts (and pocketbooks) of its supporters. In this webinar, we’ll talk about what makes a good story (and what doesn’t), where to find moving stories, and how to tell stories to increase donor and volunteer engagement in your nonprofit.
Dr. Beverly (Bev) Browning, author of 40 grant writing-related publications will share her award winning program design formula. The following components will be discussed in this Webinar:
- Starting with a purpose statement
- Perfecting goal statements
- Understanding the components in a SMART objectives
- Writing implementation strategies
- Creating a timeline chart
- Conquering the logic model (ends with an impact objective)
- Writing the management plan
- Winning with an evaluation plan
- Offering the sustainability statement
Nonprofit Boards and Effective Governance4Good.org
The nonprofit governing board has been described as an ineffective group of effective people. Trustees are recruited for their stature, skills or connections, and then are not fully engaged. Why do nonprofits so broadly fail to use their boards wisely? And how might they do better? We will look at four interrelated areas: membership (including recruitment, development, self-assessment), process (including structure, meetings), capacity, and fiduciary issues.
Grant writing is part science, part art. While most people prefer dental surgery to grant writing, the process is fairly painless if you follow a few of the simple steps discussed in this seminar. While this seminar focuses on federal grant applications, the same process can apply to state, foundation, corporate or other types of response to a request for proposals.
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.
-The importance of leading with a true brand strategy vs. feature/benefit product strategy
-How brands are either built or destroyed by a companies actions or inaction
-Why people buy brands and understanding how the attachment to a brand works
Business Survival Strategies: Why a Human-Centric Approach to Your Business i...Spodek & Co.
Learn how to apply a human-centric strategic approach to your business, recruitment, and marketing efforts during periods of disruption.
Here's what you need to know
How are you and your business coping in the age of COVID-19?
We’re all having to adapt at an unprecedented pace in order to survive. How your business responds to the pandemic has the potential to reflect on your company for years to come. Three experts in business, recruitment and marketing will discuss approaches to:
Understanding the difference between culture and performance culture and why both are important
Navigating the complexity of human resources and recruitment during a crisis
Defining your brand today while building customer loyalty for the future
Apply these tips and strategies today and be prepared for future disruptions.
Industrial Branding: The Lost Art in the Industrial MarketplacePlantEngineering
-The importance of leading with a true brand strategy vs. feature/benefit product strategy
-How brands are either built or destroyed by a companies actions or inaction
-Why people buy brands and understanding how the attachment to a brand works
Industrial Branding: The Lost Art in the Industrial MarketplaceControlEng
-The importance of leading with a true brand strategy vs. feature/benefit product strategy
-How brands are either built or destroyed by a companies actions or inaction
-Why people buy brands and understanding how the attachment to a brand works
"Smart Marketing. Customer Experience Insights are Golden".Chris Olson
"Smart Marketing. Customer Experience Insights are Golden". Keynote presentation by Chris Olson at the inaugural conference of Association of Library Communications & Outreach Professionals, October 9-10, 2011. Held in Glenside, PA.
Presented for the Rocklin Chamber of Commerce as part of their Business Excellence Series. This presentation focused on:
- What branding is
- Steps in Creating Your Brand
- Brand Marketing Strategies
- Online Brand Management
- Offline Brand Management
“Thought leadership is the recognition from the outside world that the company deeply understands its business, the needs of its customers and the broader marketplace in which it operates.”
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.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
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Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Getting the Most out of Your Branding and Communications Efforts
1. Getting the most out of your
branding and marketing communications
Michele Levy
www.brand-strat.com
Use Twitter Hashtag #npweb
Special Thanks To Our Sponsors
2. Helping ordinary people raise extraordinary amounts for nonprofits is all we do, and we love it.
A Proud Sponsor of NonprofitWebinars.com
3. Meet today’s speakers
• Presenter: Michele Levy, brand strategy consultant
• Hosting: Sam Frank, Synthesis Partnership
• Assisting with chat questions: Chris Dumas,
FirstGiving
4. It’s a fact of (brand) life…
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!).
5. Agenda
• Delivering on your brand....how to make
sure that your board, staff, volunteers, etc.
all communicate and live your brand in a
consistent, high impact manner.
• Communicating your brand…building and
executing a cost-effective integrated
communications plan.
6. A caveat
Assuming that you have already
built a strong foundation…that you:
– Are clear on how you want to be perceived
– Understand what your target audience segments
need from you
– Understand what other resources you compete
with for your audiences’ time, attention and
affection
8. "I reckon about 20 percent of a brand is
its physical attributes,
like a logo, color, letterheads.
The rest is all about behavior.
Employees bring a brand to life;
they are its ultimate custodians.”
-Ian Buckingham, Interbrand
9. “Internal branding is designed to instill employees with an
organization’s brand vision and provide them with the tools to
translate that vision to the customer.” (CMO Magazine)
“Internal branding is the process of aligning day-to-day
activities, business processes, job designs, and
recognition & rewards with the brand identity to drive
business results. It is part of a focused brand strategy
that helps employees understand and integrate brand
value(s) in their respective roles to ensure they can
effectively deliver on the brand promise.” (Edelman, Inc.)
“What goes on inside an organization is critical to any
branding effort; the employees are the organization and
embody the brand values. Without them, a brand is
merely a hollow shell, and it will be obvious to the world
that there’s nothing there to support it.” (Hampton
Bridwell, branding consultant)
10. It’s not easy…
• Challenges of internal branding
– Getting people’s attention (and in some cases, just getting
to them…think large volunteer or chapter-based orgs)
– Making the brand real for employees and other internal
stakeholders: clients, board members, donors
– Balancing competing needs, initiatives and priorities
– Helping people understand the value of changing their
ways
– Avoiding brand fatigue
• What’s fulfilling?
– Hearing when the message sticks, and when it inspires the
appropriate response
– Having a real influence on the organization
– Seeing the concrete results of a strong brand and
consistent brand behavior
11. A quick example…
• Ritz-Carlton's reputation represents "brand equity that
has built up over the years, obviously, and a lot of it is
defined by the service element that we offer.”*
• An increasingly competitive marketplace, even at the
higher end of the market (boutique luxury hotels,
excess inventory in many cities)
• Diminishing business travel budgets, decline in
personal travel
*Bruce Himelstein, Vice President, Marketing
12. “Putting on the Ritz”
• An empowered staff
– "Each person is responsible for finding and recording the
preferences of individual clients…so that they can get things
before the client even knows they need it. And each employee is
empowered to break away from whatever they're doing if a client
needs something. When you've built up that kind of culture over
the years, it all starts to stick.”
• A consistent approach
– "The Ritz-Carlton Basics," is 20 “rules to live by” every single
employee is expected to read, memorize and act upon
– The Three Steps of Service…Proffer a warm and sincere
greeting, using the client’s name; anticipate and comply with all
of the client’s needs; and offer a fond farewell, again using the
client’s name.
– "Never lose a client," warns Basic (rule) No. 13. "Instant client
pacification is the responsibility of each employee. Whoever
receives a complaint will own it, resolve it to the client’s
satisfaction and record it.”
13. And keeping it on…
Ongoing training and reinforcement
– Annual training and certification required
– Collective responsibility for overall quality of
experience (cleanliness, responsiveness, etc.)
15. Some best practices
• Great PR coverage (just google it)
• A consistent set of talking points
• A comprehensive brand style guide
• Pre-launch and post-launch webinars
• Good balance of consistency and flexibility
• Ongoing support
17. Cover all the touchpoints
• 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.
18. Provide a messaging and
visual foundation
• Context (why we dedicate resources to building our brand)
• Goals/objectives (what we hope to accomplish through
our marketing communications efforts)
• Competitive landscape (what other options do our
supporters have?)
• Audience insights (who are we communicating with?)
• Brand promise (internal rallying cry)
• Elevator pitch (answer to the question “who are you?”)
• Proof points (reasons to believe that elevator pitch)
• Message matrix (approved versions of messages to be
used as secondary points when talking with audience
segments)
• Brand personality (what’s it like to interact with us?)
19. Provide a messaging and
visual foundation
• Brand book
• Style guides/templates
• Samples of all creative
20. Translate brand attitudes into action
Brand attitude (“”I WILL”) Employee actions (“I DO”)
• "I appreciate your • Greet the client with
business.” enthusiasm. Use the client's
name.
• "I will devote my full • Focus on the client. Stop other
attention to your needs.” activities. Listen, and ask
clarifying questions.
• "I will take ownership of • Transfer the client no more
your needs.” than once; the first transfer will
own the issue.
• "I will be knowledgeable • Provide the client with insight
and professional.” and information to help him
achieve his goals.
• "I will be responsive to • Fulfill commitments in a timely
your questions and fashion. Recognize that the
requests." client's time is valuable.
22. 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 Executive Director level
(although they have to clearly sponsor and support
the effort)
• Requires a strong presence, effective negotiation
skills, attention to detail, pragmatism and an
understanding of how to pick your battles!
23. Use the brand champions in your midst
• Identify internal and external stakeholders who “get it”
– They epitomize the brand
– They are well-respected
– They are enthusiastic about the organization and brand
– They embrace change
• Let them lead at the local level
– Crucial part of the initial discovery process, rollout and
ongoing measurement
– They understand and can help communicate context
and relevance
• Say thank you, conspicuously
– Reinforces their positive impact
– Encourages others to do the same
24. Make brand matter
• Make a little noise…
– Take a moment: An event (staff meeting, offsite
planning session, etc.)
– Share the tools: brand style guide, templates, FAQs
– Make it memorable: branded giveaway
• Maintain some volume…
– Brand training workshops
– Integrate into new hire orientation, etc.
– Incorporate brand updates into staff meetings,
leadership team meetings, internal communications
25. The goal…
everyone’s a brand champion
• Identify and “manage” naysayers
– Listen to them
– Respect their opinions
– Ignore them at your peril
• Help everyone understand their role as champions
of the brand
• Give them the stories, factoids, etc. that best
illustrate the brand
• Address issues as they arise
26. Remember to train your board
• They are some of your most passionate and
connected supporters (at least they should be)
• Include them in the brand rollout
• Make regular reports on progress of the rollout and
success against metrics
27. Give them the stories
• 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
28. Build the brand through those stories
Campinelli
• Framingham: A welcoming First Catholic church
community (“where you start the Immigrants then and now
American dream”) Refugees
• Framingham: The classic Academy
American middle class town/the Clinton visit
power of diversity
• Framingham: A vital crossroads Railways, water, highways
• Framingham: A tradition of Heart Study, militia, veterans
volunteerism
• Framingham: An economic Mills; corporations then and now
engine for the region “Creative economy” effort
Bonnets
• Framingham’s place in the
history of the nation
29. 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
30. Critical success factors
• Help people connect the dots to the bigger picture…Why are we doing this? How will
it impact the organization?
• Make it relevant to them…Why it is important to me that we have a strong, visible
brand?
• Reassure them that this does not mean a change in the mission (unless, of course, it
does)
• Make it easy to “do it the right way” and hard to “do it the wrong way”
• Keep it top of mind
• Keep it coming from the top
• Show you mean it (correct brand misbehaviors, consider killing off an effort that’s
clearly not on brand, etc)
• Be consistent…but adapt as organizational goals and external factors change. And
never adapt in a vacuum.
• Pick your battles. Carefully.
• Measure, recognize, reward.
• Brand never sleeps.
31. For example…
Why does brand matter to you
and your staff?
• Efficiency: faster to create the communications tools you
already need to create (no need to make it up every time!)
• Impact: a strong master brand, and clear linkage between
your services and that master brand, allows you to build
greater prominence for your services
• Focus: like an effective mission, a strong brand can help
staff stay focused on what’s most important to the
organization
• Momentum: the strongest brands become increasingly
compelling to those most important to you
33. 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
34. 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
35. SAMPLE: Communications strategies
Leverage the opening Continue to build the
(and related activities) relationship with those
PHASE I to re-engage with who re-engage as a
current stakeholders result of opening
activities
Leverage exhibits and Continue to build the
PHASE II re-installation to begin relationships…
to engage with new:
New stakeholders from
current audiences, as
well as new audiences
June - September October - December Spring semester
Ongoing Brand awareness activities (buzz)
36. Sample: Marketing communications tactics
Leverage opening celebration (and related Continue to build the relationship with those
activities) to re-engage with current who re-engage as a result of opening activities
PHASE I stakeholders
Print collateral eNewsletter (3x/year, all) NOTE: throughout, make
TACTICS Invitations to opening with targeted phone follow up eBlasts (as relevant, all)
Guide to the Reinstallation Events
every effort to track results in
Flyers/posters Museum printed piece (replaces order to have a better
Friends of Art brochure Calendar of Events, ready to mail understanding of what’s
E-collateral October)
Evite working, and what’s not (and
e-flyers to adjust tactics as
e-flyer for Family Day necessary). Each tactic will
Signage (decisions to be made)
Kiosk support a different tracking
Banner/windows mechanism:
Sandwich boards • Track press success with
Plasma Screen
Campus Center signage press clips
Media • Track print advertising and
Paid media (see page 18) arts calendar via data
Press Releases
Calendar Listings collection with on-site events
E-communications form.
Newsletters, as appropriate • Track events listing via click
Other
Personal attendance at meetings with targeted academic,
through to web site (make
administration and union sure event is listed on site!)
Letter writing campaign to targeted groups
First – Year Orientation Aug 27
June - September October - December
Ongoing Brand awareness activities (buzz)
39. Well….what were your goals?
• Clarify your success metrics (tangible and intangible)
• Tie the metrics to strategic goals
• Think broadly and creatively (e.g. visitor traffic, referral
volume, inbound inquiries, hits to Web site)
• Set reasonable timeframes, based on communications
volume and timing
• Measure against your own baseline, as well as industry
benchmarks
• Keep the dialogue going internally and externally
– Understanding and acceptance of brand, messaging,
communications tactics, etc.
• Track what works and what doesn’t, then refine as
appropriate