just do it slideshare

JUST DO IT.EFFECTIVE BRANDING &

SOCIAL MEDIA STRATEGIES

Alison Eldridge, Information Specialist

Washington State GEAR UP & College Access Challenge Grant

Washington State GEAR UP and the Washington College Access Challenge Grant are federally funded college access programs administered by the Higher Education Coordinating Board.

Who We Are.

Presentation Overview

Brand Identity What is it? Why does it matter? How do I do it?

Social Media What is it? Why does it matter? How do I do it?

Takeaways

Section I: Brand Identity

What is a Brand?

A brand is a collection of perceptions in the mind of the consumer.

Attitude branding is the choice to represent a larger feeling, which is not necessarily connected with the product or consumption of the product at all. 

Marketing labeled as attitude branding include that of Nike, Starbucks, The Body Shop, and Apple.

What is Brand Identity?

The outward expression of a brand— including its name, trademark, communications, and visual appearance— is brand identity.

Why Does it Matter?

"A great brand raises the bar—it adds a greater sense of purpose to the experience, whether it's the challenge to do your best in sports and fitness, or the affirmation that the cup of coffee you're drinking really matters."

Howard Schultz (president, CEO and chairman of Starbucks)

Your Brand Tells Your Story.

Who are you? What do you do? What are your goals? What do you stand for?

Brand Attributes

Brand attributes are the functional and emotional associations assigned to a brand by its constituents. Brand attributes can be either negative or positive, and can have different degrees of relevance and importance to different customer segments, markets, and cultures.

Brand attributes are the basic elements for establishing a brand identity.

Identify Existing Materials

Logo Brochures Posters/flyers Newsletters/e-newsletters Website Research reports Strategic plan

Our Logos

Our Publications

Other Materials

Identify Existing Brand

Tagline. Key messages. Fonts. Color scheme. Brand guidelines.

Tagline

An easily recognizable and memorable phrase which often accompanies a brand name in marketing communications programs. The brand slogan and tagline helps customers to remember the brand and reinforces mental associations.

Top 10 Taglines of the 20th Century1.Diamonds are forever.

2.Just do it.

3.The pause that refreshes.

4.Tastes great, less filling.

5.We try harder.

6.Good to the last drop.

7.Breakfast of champions.

8.Does she ... or doesn't she?

9.When it rains it pours.

10.Where's the beef?

College: My dream. My plan.

Our Tagline

Key Messages…

Are the main points you want your audience(s) to take away from every interaction with your program. They:

Should vary by audience. Should be concise. Should be conveyed in all materials.

Key Messages: Students

You can go to college. A postsecondary degree gives you more choices, more

opportunities, and more control over your future. Continuing your education is exciting and rewarding. It is never too soon to get ready for college. Having a plan to prepare, apply for, and enter

postsecondary education is just as important as good grades, high test scores and extracurricular activities.

There are adults in your school and community who care about your future and can help you achieve your dreams.

Your student can continue their education after high school.

It’s ok if you don’t know where to begin. It’s ok to ask for help in preparing your

child for postsecondary opportunities.GEAR UP staff want to help your child

create a plan to prepare for, enroll in, and succeed in postsecondary programs.

Key Messages: Parents

Every student can, and should, continue their education beyond high school.

Parents want the best education available for their children.

Parents who have not attended college may need your help to make college a reality for their student.

Most students and parents don’t know where to begin. This is one of the biggest obstacles that keeps students from completing their postsecondary education.

Key Messages: Public

Energetic Knowledgeable Supportive Invested Understanding Diverse Fun

Our Brand Attributes

Mission

Mission or Purpose is an exact description of what your program does. It is the definition of why your program exists. Each staff member of your organization should be able to verbally express this mission.

Who are you?

Washington State GEAR UP is a federally funded program designed to increase awareness and access to postsecondary educational opportunities for students from low-income and/or minority backgrounds.

We increase the number of students from low-income and minority families who prepare for and enroll in postsecondary education.

We provide direct early intervention services to students in high-need communities.

We provide financial literacy and aid information to students and parents.

What Do You Do?

What Is Your Goal?

All Washington students are academically and financially prepared to enter and complete postsecondary education.

We focus on students who are underserved and underrepresented when planning for postsecondary education.

We believe that students who start early have a better chance of entering postsecondary programs and completing their degrees.

We believe that personal relationships fuel a student’s desire to pursue education after high school and are just as important as good grades and financial resources.

What Do You Stand For?

How Do I Build My Brand?

Achievable objectives for your brand:

Delivers the message clearly. Confirms your credibility. Connects with your audiences

emotionally. Motivates your audiences to do

something.

Brand Building in Action

Video available at http://www.youtube.com/watch?v=aMfSGt6rHos

Using Social Media Effectively

What is Social Media?

A broad term used to define website and web applications where you have social interactions around a media form (text, images, audio, video, or any combination of them). Examples of social media include blogs, online forums, social networks, Wikipedia and so on.

Source: http://www.dailyblogtips.com/the-bloggers-glossary/

Quiz Time!

TwitterFacebook

MySpace

LinkedIn

YouTube

Google +

StumbleUpon

Flickr Foursquare

Delicious

Instagram

Pinterest

Wikipedia

Tumblr

Why Does it Matter?

http://www.youtube.com/watch?v=3SuNx0UrnEo

Social Media Can Help You:

Build awareness. Develop and strengthen relationships

with partners, constituents, policy-makers, and influencers.

Better understand your constituents. Improve customer service. Identify new ideas, trends, and best

practices. Increase web site traffic. Improve search engine rankings.

Where Do I Start?

Identify your social media audience(s). Choose the appropriate channel/site for

your message. Set-up your accounts. Listen. Engage.

Social Media Audience

Students Parents School personnel Policy-makers Partners & community members General public

Choose Your Channel

Listen to the folks you follow. Learn the lingo. Learn the etiquette. Participate in conversations. Start Tweeting!

And then…

Cultivate a Following

Congressman Fattah US Dept. of Ed staff Radio reporters Seattle PI reporter Lumina Foundation Gates Foundation USA Today

Follow the 60-30-10 rule: That’s 60% retweets and pointers to promote items

from other users or sites, 30% conversation and responses, 10% announcements and events. If all you ever talk about is you, no one is going to pay attention after a while.

Have one regular, daily tweet Consider sharing a “Photo of the Day” or “Tip of the

Day.” It gives you a chance to link back to your website or blog.

Source: http://www.socialbrite.org/2011/10/03/24-best-practices-for-nonprofits-using-twitter/

Spread Your Message

Find tool that help you manage your social media presence.

Create a social media strategy and stick to it.

Develop a content plan so you’re never at a loss for words.

Link everything together to promote all of your social & traditional media & information channels.

Evolve with technology.

Make it Easy

www.mashable.com www.stumbleupon.com www.delicious.com www.brandingstrategyinsider.com www.brandingserved.com www.entrepreneur.com/marketing/brandi

ng/index.html www.flowtown.com

Resources

Alison EldridgeInformation SpecialistWashington State GEAR UPalisone@hecb.wa.govwww.gearup.wa.govwww.facebook.com/gearupwa@gearupwawww.delicious.com/alison_at_gearup

Ask Me