Re-Branding Your School in a Competitive Environment

RE-BRANDING YOUR SCHOOL
IN A COMPETITIVE ENVIRONMENT
RAHEEL GAUBA - BRAND LEADER & CREATIVE DIRECTOR, BLACKBAUD

THANK U
..
#bbcon, @blackbaud, @raheelgauba

#bbcon
ABOUT ME
• Born in Pakistan.
• Played keyboards in a band.
• Moved to Toronto in 1996.
• Studied Computer Science, Philosophy & Mathematics at U of T.
• Worked for CHUM Television as a web developer for almost 3 years.
• Moved to the US to work for a start up as the head interactive designer.
• Started working for Blackbaud in 2006 and lead the interactive team.
• Moved to the marketing team in 2010 to work on the company rebrand
and website.

YYZMSP
CHS
450+ WEBSITES
GLOBAL TEAM
INTERACTIVE + BRANDING

I LOVE NONPROFITS. I AM CRAZY ABOUT
GOOD DESIGN, TECHNOLOGY & THE ART
OF POWERFUL COMMUNICATION.
I WANT TO HELP NONPROFITS BY
HELPING THEM ACHIEVE THEIR FULL
POTENTIAL THROUGH GOOD BRANDING,
TECHNOLOGY & ONLINE CHANNELS.
WHAT MAKES ME WAKE UP EVERY
MORNING? THE PURSUIT OF EXCELLENCE
& THE PROMISE OF ACHIEVEMENT.
#bbcon

WHAT IS A BRAND, ANYWAY?
#bbcon

NOT A LOGO
NOT A STYLEGUIDE
NOT ADVERTISING OR EMAILS
NOT BUSINESS CARDS
...
#bbcon

A BRAND IS NOT SOMETHING TANGIBLE.
YOU CANNOT HOLD IT, TOUCH IT OR QUANTIFY IT.
Touch this
brand now!
No YOUtouch it!!!
#bbcon

A BRAND IS NOT SOMETHING TANGIBLE.
YOU CANNOT HOLD IT, TOUCH IT OR QUANTIFY IT.
I love this
brand 15
much!
I love it 20much, so
what?
#bbcon

IS A FEELING. IS PERSONALITY.
IS A POINT OF VIEW.
IS CUSTOMER-CENTRIC VALUES.
A BRAND
..
D
x
#bbcon

WHY DOES IT MATTER ?FOR SCHOOLS
#bbcon

NAME THAT BRAND!
Impossible is nothing.
think.
Ultimate Driving Machine.
Open Happiness.
#bbcon

NAME THAT BRAND!
Impossible is nothing.
think.
Ultimate Driving Machine.
Open Happiness.
#bbcon
ADIDAS
IBM
BMW
COKE

NAME THAT NONPROFIT BRAND!
A just world without poverty.
Loans that change lives.
Doing the most good.
Protect human rights
#bbcon

NAME THAT NONPROFIT BRAND!
A just world without poverty.
Loans that change lives.
Doing the most good.
Protect human rights
#bbcon
OXFAM
KIVA
SALVATION ARMY
AMNESTY INTERNATIONAL

OAKWOOD SCHOOL
Simple in virtue. Steadfast in Duty
SAINT MAUR INTERNATIONAL SCHOOL
Inspiring and challenging students toward academic,
athletic, and artistic excellence.
JACKSON PREPARATORY SCHOOL
EXAMPLES OF SCHOOL TAGLINES
Grow with Us.
#bbcon

A brand is a set of EXPECTATIONS,
MEMORIES, STORIES and
RELATIONSHIPS that, taken together,
account for a consumer’s
DECISION TO CHOOSE...
- SETH GODIN
#bbcon

HOW DOES YOUR
SCHOOL MAKE YOUR
CONSTITUENTS FEEL?
#bbcon

HOW DOES YOUR
SCHOOL MAKE YOUR
CONSTITUENTS FEEL?
THE DIGITAL OPPORTUNITY.
#bbcon

THE AGE OF INSTANT COMMUNICATION.
#bbcon

KNOW THY SELF:
1. WHO ARE YOU?
BUT FIRST,
2. WHAT DO YOU DO?
3. HOW YOU DO IT?
4. WHAT MAKES YOU UNIQUE?
#bbcon

360° MARKETING
NEWS EVENTS WEBSITE SPONSORSHIPS DIRECT MAIL
TELETHONS DIRECTORIES FLYERS PRINT ADVERTISING
EMAILS SOCIAL MEDIA BLOG ENDORSEMENTS VEHICLES
OUTDOOR TELEVISION POINT OF SALE GOVERNMENT RELATIONS
#bbcon

360° MARKETING
INSTANT CHANNELS
HOW DOES YOUR BRAND AFFECT THE MOMENTS
WHEN YOUR AUDIENCE INTERACTS WITH YOU
OVER THESE INSTANT TOUCHPOINTS?
#bbcon

ENROLLMENT # VS. LIVES ENRICHED.
EXECUTING TASKS VS. RESULTS ACHIEVED.
DIFFERENTIATING YOURSELF.
CREDIBILITY.
AUTHENTICITY.
MESSAGING
#bbcon

THE EXPERIENCE FROM START TO FINISH
#bbcon
SEARCH > WEBSITE > EMAIL > CONVERSION

THE EXPERIENCE FROM START TO FINISH
#bbcon
PROSPECT
PARENT
CURRENT
PARENT
PROSPECT
STUDENT
CURRENT
STUDENT STAFF DONOR
4C: CONFUSED CURIOUS CONVINCED CONTINUING
ALUMNI

35
1. PERFORM A SIMPLE BRAND AUDIT
Interview staff, students, parents & volunteers.
Gather all your marketing materials and collateral,
including your website on a laptop and ask them:
A) What are the values of this school?
B) What does this school specialize in?
C) Where is this school located?
D) What are this school’s accomplishments?
E) Does this school look established or credible?
F) How usable is this website?
G) How do you register?
H) How do you give to this school?
#bbcon

36
2. DEVELOP A COMMUNICATIONS MANUAL
With so many communication channels, give your
team the tools for razor sharp focused
communications!
CREATE A CHEAT SHEET...
A) What is our mission?
B) What is the objective of our campaign?
C) What words or phrases describe us / campaign?
D) What is our elevator pitch?
E) What types of photos can be used? Attach examples.
F) Relevant url’s for marketing campaigns.
G) Five to ten 140 character pre formatted tweets.
#bbcon

37
3. TURBO CHARGE YOUR EMAILS
Email marketing is one of the most effective
touchpoint to communicate with a qualified
constituent.
SOME TIPS FOR IMPROVEMENT...
A) Improve your preview text.
#bbcon

37
constituent.
B) Your message: Optimize for skimming vs. reading.
#bbcon

37
constituent.
#bbcon
CTA
This is your preview text, enhance and continue
the email subject call to action here
Compelling Headline
Here to Draw Interest.
Who are we helping and
why is it important?
What is the expected
outcome? Introduce the
call to action, and make
it relevant to a deadline.
Org Name - Call to Action
Another Headline
Here to Draw Interest.
Who are we helping and
why is it important?

37
constituent.
C) Create responsive design for your email.
#bbcon

37
constituent.
#bbcon
#52n52

37
constituent.
D) Strike while the iron is hot - New sub’s, news event.
E) Consistent visuals from email > page > donation form.
#bbcon

37
constituent.
#bbcon
Email Message Donation Landing Page Thank You Email

37
constituent.
F) Your subject line matters more than you think - Test!
#bbcon

38
4. EMBRACE SOCIAL AT EVERY OPPORTUNITY
Social is no longer a specialized channel or a niche
- It is a part of our lives and we, as people, are
integrated with it without even thinking about it.
A) SINCERELY ask for a share.
#bbcon

38
B) Please retweet vs. Please RT.
C) Don’t just announce, have conversations.
D) Get involved in parallel conversations with hashtags.
E) Put your fb images to work for you - Get creative!
#bbcon

38
B) Please retweet vs. Please RT.
C) Don’t just announce, have conversations.
D) Get involved in parallel conversations with hashtags.
E) Put your fb images to work for you - Get creative!
F) Listen!
G) Don’t stop!
#bbcon

39
5. USE SEO TO SOLIDIFY YOUR BRAND
The first place that your constituents go to find you
is a search engine - Are you even showing up? If
you are, how are you presenting yourself?
A) Set up your Google Author ID
#bbcon

39
B) Your page titles, meta description and urls say alot.
#bbcon

39
C) Google yourself!
D) Blog, blog, blog!
E) Optimize your website for branded terms.
#bbcon

39
C) Google yourself!
D) Blog, blog, blog!
E) Optimize your website for branded terms.
F) Participate in communities - Groups, forums, comments
G) Create linkable assets
#bbcon

40
6. YOUR HOME, YOUR WEBSITE
When they do find you, what are you saying to them
and how are you saying it?
A) The 4 C’s
B) Always tell stories
C) Talk about accomplishments and validation
D) Create videos about your school
E) Create a Thank You videos to recognize your supporters
F) Use consistent tone of voice (social, email, website, etc.)
G) Use powerful, consistent imagery (original, if possible)
#bbcon

THANK U
..
RAHEEL GAUBA
BRAND LEADER & CREATIVE DIRECTOR, BLACKBAUD
TWITTER: @raheelgauba
SLIDESHARE: http://www.slideshare.net/raheelgauba
EMAIL: raheel.gauba@blackbaud.com
KEEP THIS CONVERSATION GOING:
#bbcon, @blackbaud, @raheelgauba

Re-Branding Your School in a Competitive Environment

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