This document outlines a presentation given by Karen Nemeth and Fran Simon at the 2015 NAEYC Annual Conference about using personal branding strategies to engage early childhood decision makers. It discusses defining personal and corporate brands, building word-of-mouth through relationships and authenticity, identifying target audiences and their specific needs, and techniques for becoming a thought leader and differentiating yourself from competitors. The presentation provides advice on networking at conferences, listening to your target landscape, and recommended books on personal branding and marketing.

1. Karen Nemeth. Ed.M.
Fran Simon, M.Ed.
Engaging early childhood
decision makers
How companies, consultants, and leaders
can use Personal Branding strategies
NAEYC Annual Conference
November, 2015

2. Fran Simon, M.Ed.
Engagement Strategies
Early Childhood Investigations
Karen Nemeth, Ed.M.
Language Castle
Us
11/20/2015 @ Simon and Nemeth 2

3. SETTING THE STAGE
Section
@ Simon and Nemeth 3

4. You
Independent consultant, author
Organization/company staff member
Other
11/20/2015 @ Simon and Nemeth 4

5. You are here because…
You want to engage early
childhood decision makers so
you can…?
11/20/2015 @ Simon and Nemeth 5

6. Do you worry ?
Branding is
so
commercial!
Personal
branding is
like
bragging!
11/20/2015 @ Simon and Nemeth 6

7. 11/20/2015 @ Simon and Nemeth 7

8. It’s as much about listening and
responding as it is about presenting
yourself.
8
@ Simon and Nemeth
11/20/2015

9. Branding? Engaging?
Section
@ Simon and Nemeth 9

10. Branding is……
Branding is the encapsulation of a company’s mission
statement, objectives, and corporate soul as expressed
through the corporate voice and aesthetic.
Margie Clayman
A brand is the emotional relationship between the
consumer and the product, you must engage with
consumers and build positive brand associations. The
deeper the relationship, the more brand equity exists.
Neil Feinstein – True North
A brand is the set of expectations, memories, stories and
relationships that, taken together, account for a
consumer’s decision to choose one product or service
over another. Seth Godin – Author of Linchpin
30 Branding Definitions
By Heidi Cohen
Actionable Marketing Guide
http://heidicohen.com/30-branding-definitions/
11/20/2015 @ Simon and Nemeth 10

11. Word of Mouth
That trainer from
last week’s session
really says what
she knows and
does what she
says. Hire her!
“Earned” raves are more valuable than any other intentional
strategy you can deploy. Now, how do brands earn raves?11/20/2015 @ Simon and Nemeth 11

12. Word of Mouth has been around
Forever! (At least since the 70s!)11/20/2015 @ Simon and Nemeth 12

13. WOW them with WOM!
-Ravtopia Word of Mouth Toolkit
11/20/2015 @ Simon and Nemeth 13

14. -Ravtopia Word of Mouth Toolkit
Word of Mouth: People
11/20/2015 @ Simon and Nemeth 14

15. Word of Mouth: Love
11/20/2015 @ Simon and Nemeth 15

16. Word of Mouth
Social media, articles, blogs,
presentations, meetings, in
professional development…
11/20/2015 @ Simon and Nemeth 16

17. Word of Mouth: Do
11/20/2015 @ Simon and Nemeth 17

18. Word of MouthWord of Mouth
11/20/2015 @ Simon and Nemeth 18

19. How to build word of mouth
• Be great at what you
do.
– Do what you say and say
what you do.
– Say and do remarkable
things.
• Be real, human,
authentic.
• Build relationships to
earn evangelists.
• Build upon emotion in
all you say and do.
• Align with like-minded
respected people and
brands.
• Be consistent with your
messages.
• Connect: Listen and
respond with words and
actions.
• Be omnipresent
continuously.
11/20/2015 @ Simon and Nemeth 19

20. Organizations are mosaics
of the people who work for them-
internally and externally.
11/20/2015 @ Simon and Nemeth 20

21. Personal brands are
How people perceive you
Do others see a true reflection of you?
11/20/2015 @ Simon and Nemeth 21

22. Judy Jablon clearly articulates what she represents
and what specific expertise she possesses.
She authoritatively expresses her philosophies
throughout her websites, in person, and in writing.
Represent what you believe:
11/20/2015 @ Simon and Nemeth 22

23. Relevant
Sustainable -monigle.com
You
Personal and
corporate
brands must
be…
11/20/2015 @ Simon and Nemeth 23

24. 11/20/2015 @ Simon and Nemeth 24

25. Three goals for demonstrating thought
leadership
Add authentic value and create
genuine trust so your target
audience wants to connect with
you and/or your organization.
1
11/20/2015 @ Simon and Nemeth 25

26. Goal
Differentiate yourself: Make it clear
what makes you or your
organization unique and valuable.
2
11/20/2015 @ Simon and Nemeth 26

27. Goal
Make yourself discoverable: It’s not
enough to be good – people have
to be able to find you!
3
11/20/2015 @ Simon and Nemeth 27

28. Print
Mail
Ads
Email
Promo blasts
and content
SEO, SEM and
Digital Ads
(PPC)
PR
Presentations
Exhibits
Conference
Networking
Inbound
Techniques
Social media
Webinars
Free Content
Writing
articles, books,
blogs
Twitter
Facebook
Blog
LinkedIn
YouTube
Online
Chats
Pinterest
Blogs
Website
Being discoverable
Your brand as it
appears to the world11/20/2015 @ Simon and Nemeth 28

29. http://is.gd/S0f3b4
Adapted from
Christopher Mengel
1. What is your
mission?
2. Do you have
logos, website,
visual materials,
photographs?
What else?
3. What are your
products and/or
services?
Ask these questions to define your brand
4. What are the
benefits of
working with you?5. What you stand for?
6. To whom do
You offer products
and services?
7. What is your
voice in writing
and in person?
8 What makes you and your
offerings special and unique?
11/20/2015 @ Simon and Nemeth 29

30. 1) Your personal mission statement
2) The benefits of working with you
3) Your unique value proposition
…and share with neighbors
Time to reflect…
Right here, right now!
11/20/2015 @ Simon and Nemeth 30

31. IDENTIFYING YOUR
AUDIENCE
All Early Childhood Educators and organization
are not the same
@ Simon and Nemeth 31

32. Market Segments and funding streams
Pre-k
Child CareHead Start
Blended
Private
•USDOE > States
•Low income families
•USHHS > Grantees
>Delegate Agencies
•Low income families
•Tuition
•CCDBG > States> programs
•TANF>States>Subsidies
•Corporations
•Military
Blended
Private
11/20/2015 @ Simon and Nemeth 32

33. What are his/her:
• challenges?
• highest priorities?
• needs?
• preferences for selecting
products, services,
consultants?
11/20/2015 @ Simon and Nemeth 33

34. • Challenges?
• Needs?
• Requirements for
adoption?
Child Care Administrator11/20/2015 @ Simon and Nemeth 34

35. Know the landscape
What’s
going on
with:
• competitors
• research
11/20/2015 @ Simon and Nemeth 35

36. Listen to the landscape
• Google alerts
• surveys
When you read or meet, do you
think, “How does this relate to
my brand objectives?11/20/2015 @ Simon and Nemeth 36

37. Well, in addition to
sessions, we should
network, gather
“intel” about our niche
and competitors, and
make our expertise
shine.
What should we do
while we are at the
conference?
Now is the perfect time to get
started branding yourself.
11/20/2015 @ Simon and Nemeth 37

38. Ready to Be a Thought Leader
• http://amzn.to/1YbqPhO
11/20/2015 @ Simon and Nemeth 38

39. The Start-up of You
• http://amzn.to/20U1QC4
11/20/2015 @ Simon and Nemeth 39

40. All Marketers Tell Stories
• http://amzn.to/1Qosb7m
11/20/2015 @ Simon and Nemeth 40

41. Karen Nemeth. Ed.M.
Karen@LanguageCastle.com
LanguageCastle.com
@KarenNemethEDM
Fran S. Simon, M.Ed.
Fran.Simon@EngageStrat.com
EngageStrat.com
EarlyChildhoodWebinars.com
@FSSimon
Questions
?