branding on a budget
DESCRIPTION
Brian Arndt's presentation on 11/20 "How to look like a million bucks: great branding on a budget"TRANSCRIPT
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Branding on a Budget
presented byBrian Arndt / PresidentZeh Arndt Creative
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Today’s Presentation
Agency Introduction
What is branding and why is it important?
How can you brand on a budget?
Case Studies: Burrito Boarder / Head Start
How can you start branding right now?
Questions and Answers
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Who we are.
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who we are / our agency
Owners | Casey Zeh and Brian Arndt
Opened for Business | August 1999
Team Members | 15
Services Branding
Creative Development
Traditional Advertising
Non-traditional Advertising
Guerilla Marketing
Social Marketing
Public Relations
Media Planning and Placement
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who we are / our agency
International Accolades
2009 US International Film and Video Festival
First Place, Gold Camera Award
2009 Telly Awards
2008 Sports Emmy
Addy Awards
AMPIA Awards
New York Festivals Awards
London International Award
and past judge of Clios
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Who we serve.
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who we serve / from big businesses
ESPN
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who we serve / to small businesses
BURRITO BOARDER
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who we serve / from Calgary
ALBERTA TOURISM
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who we serve / to Clearwater
ECKERD YOUTH ALTERNATIVES
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who we serve / North America
STARKIST
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who we serve / Europe
SWISS SOLAR SYSTEMS
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what we do.
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what we do
We build brands by bringing to life the
core beliefs, purposes, features and
differentiating characteristics of businesses,
organizations, products, services and people
through disruptive, compelling, enduring
and endearing messages.
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simply put, we build brands.
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What is branding?
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what is a brand
A brand is everything.
It is your image, your voice, the first and last
impression you communicate to anyone and
everyone that comes into contact with you
and your business.
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what is a brand / it’s your building
Bayfront Medical Center
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what is a brand / it’s your building
Cafe Alma
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what is a brand / it’s your people
Kentucky Trust Bank
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what is a brand / it’s your people
ESPN | X Games 15
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what is a brand / your process
Pinellas County Head Start
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what is a brand / your process
Burrito Boarder
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what is a brand / every communication
Great Explorations
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what is a brand / every communication
Baxter Medical
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what is a brand / every communication
Burrito Boarder
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Why is branding important?
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why is branding important?
Branding brings your mission to life.
For your consumers. And for everyone
that plays a role in your company.
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why is branding important?
It unifies your message.
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why is branding important?
It enables you to shape and control the image of your company right from the start
versus allowing the media and general public perception shape it for you.
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why is branding important?
It allows you to take ownership of a field of expertise, an emotion and/or a market.
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why is branding important?
It gives you a platform to launch all your internal and external inititatives.
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why is branding important?
Your brand says, this is what we stand for.
This is what we do. This is how we do it. And
this how we can make your life better. AND,
because of what our brand represents - and
the fact that we can deliver on this promise -
this is why we can do it better than our
competition.
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why is branding important?
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Why is it important to invest in branding your new company?
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why is branding important for you?
A properly crafted brand will raise:
Awareness Sales Investor Interest Distribution Possibilities Goodwill Morale
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why is branding important for you?
Recently one of our clients stated,
“We want people to know who we really are and what we really do.”
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why is branding important for you?
Proper branding will accomplish that for you quickly and succinctly.
T A P A S W I N E B A R G R I L L E
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Once your brand is created, what do you do?
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Deliver on your brand promise.
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what do you do now?
You tap into every viable medium to reach your audiences, spread the word, build momentum and create a movement of public awareness, appreciation, advocacy and loyalty.
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what do you do now?
A quick checklist of inexpensive branding: Name Logo ID Package Website Social Marketing Public Relations Grassroots Initatives Create Simple New Trial Campaign
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Case Study: Burrito Boarder
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Case Study: Burrito Boarder
BUSINESS HURDLEThe owners of 10 Cici Pizza franchises, Giorgio and Lisa Bertrand, created their own concept and launched it in arguably the worst time of year in Florida (June, 2008) and the worst economic climate in 30 years. As a result, their sales were below projection and remained flat for the first six months of business.
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Case Study: Burrito Boarder
CONSUMER INSIGHTS“I’ve never heard of Burrito Boarder.”
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Case Study: Burrito Boarder
BRAND TRUTHBurrito Boarder is an all-natural, action-sports themed version of Chipoltle. Our food, service and atmosphere are superior to any other “burrito joint” in the industry.
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Case Study: Burrito Boarder
The Strategy: Fresh Mex. Tasty Vibe.
Leveraging Burrito Boarder’s two key unique selling points - all natural mexican food in a cool, young, hip atmosphere - Zeh Arndt Creative developed a new branding platform and retail strategy utilizing in-store signage, traditional mediums and new technologies to spread the word.
At every customer touchpoint possible.
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Case Study: Burrito Boarder
In-Store Branding
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Case Study: Burrito Boarder
Regular Offers
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Case Study: Burrito Boarder
Giveaways
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Case Study: Burrito Boarder
Promotions
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Case Study: Burrito Boarder
Special Services
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Case Study: Burrito Boarder
Apparel
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Case Study: Burrito Boarder
website
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But how did we build brand momentum?
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what do you do now?
Tactic #1: New Trial
With 100 restaurants within downtown St. Petersburg, competition is fierce. Telling people how great our food, service and experience is great, but we don’t have the money to conduct a massive ad buy.
So, let’s pay for our audience to try us out.
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what do you do now?
Introducing Dollar Taco Tuesdays
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what do you do now?
The OfferEvery Tuesday after 2pm, tacos are only a buck.
The Elements• One ad in the Weekly Planet• Weekly email blasts via The LaBudde Burg Blast• Sidewalk Boards• In-Store Signage• Flyers Handed out at First Friday Events• Home Page Banner• Twitter Blasts• Recruited customers to be our soldiers
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what do you do now?
The Results• The ROI on this promotion was over 400%
• Taco Sales on Tuesdays tripled
• Overall sales went up 40% within the first 3 months of the promotion
• Higher ticket item sales also increased
• Awareness increased dramatically
• New trial consumers became regular customers
• Existing customers became fans
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How do we achieve this success?
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We created a vision. Together.
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Creating a vision for your company
We conduct Two Vision Workshops with upper managment discussing such topics as
who we’re talking to what do they think about us what do we want them to think about us and how will we get that message across
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Creating a vision for your company
We do our homework. Researching,
Your Company Your Competitors Your Industry Trends Audiences Other Influences
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Creating a vision for your company
Day Two Vision Workshop
Review the information we have collected We discussit, refine it and use it help us create a Positioning
Statement and Branding Platform Then we create a Disruptive brand platform that enables us to
outperform industry conventions
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Case Study: Pinellas County Head Start
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Creating a vision for Head Start
PCHeadStart.com(866) FOR-LIFE
HEAD START | EARLY HEAD START | FRIEND OF FAMILIES
CLEARWATER DUNEDIN LARGO PINELLAS PARK ST. PETERSBURG TARPON SPRINGS
Their head start is your head start is Pinellas County’s head start.
ads
I learned to spell my name.That’s my head start. - Kazzy Z.
The head start you and your child needs is just a phone call away. By
providing at-risk pre-school children and their families the education, life
skills training and medical care they need, Pinellas County Head Start is
strengthening our community - one family at time.
To see if your family qualifies for this FREE government program, call (866) FOR-LIFE or visit us at PCHeadStart.com. And give your family the head start it needs.
HEAD START | EARLY HEAD START | FRIEND OF FAMILIES
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Creating a vision for Head Start
banners and posters
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Creating a vision for Head Start
family portraits
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Creating a vision for Head Start
brochures
A head start for every family whose determination is as great as their need.
HEAD START | EARLY HEAD START | FRIEND OF FAMILIES FOUNDATION
Their head start is your head start is Pinellas County’s head start.
HEAD START | EARLY HEAD START | FRIEND OF FAMILIES FOUNDATION
Good Samaritan727-544-3658 6085 Park Blvd.Pinellas park, FL 33781NAEYC Accreditation
Family Services727-895-45021900 12th St. SouthSt. Petersburg, FL 33705
Forest Hills727-323-79183600 Fairfield AvenueSt. Petersburg, FL 33711 NAEYC Accreditation
French Villas727-546-3680 6835 54th Avenue North St. Petersburg, FL 33709NAEYC Accreditation
Jordan Park727-327-41442390 9th Avenue SouthSt. Petersburg, FL 33712NAEYC Accreditation in process
McCabe727-867-4390 2800 26th Avenue SouthSt. Petersburg, FL NAEYC Accreditation
William S. Fillmore Jr. 727-823-74911900 12th Street SouthSt. Petersburg, FL 33705 NAEYC Accreditation
Woodlawn727-827-1016 513 15th Street NorthSt. Petersburg, FL 33712 NAEYC Accreditation
Tarpon Springs727-938-4919516 South HueyTarpon Springs, FL 34689 NAEYC Accreditation
Clearwater Center727-443-3575701 N. Missouri AvenueClearwater, FL 33755 NAEYC Accreditation
Friendship Center727-462-8323802 Turner StreetClearwater, FL 33756 Fax: 727-462-8323NAEYC Accreditation
High Point727-535-500915495 58th Street NorthClearwater, FL 33764 NAEYC Accreditation
Issay M. Gulley 727-441-98011045 Dr. Martin Luther -King Jr. Ave.Clearwater, FL 33755
Reconciler727-442-2006915 Drew StreetClearwater, FL 33755NAEYC Accreditation
Sanderlin727-443-7582920 Palmetto StreetClearwater, FL 33755 NAEYC Accreditation
Dunedin727-580-1649421 Main StreetDunedin, FL 34697 NAEYC Accreditation in process
Family Services727-584-6945 UP CTY, Rainbow Village12351 134th Avenue NorthLargo, FL 33774
Rainbow Village727-585-274513409 Adams Circle, #252BLargo, FL 44774NAEYC Accreditation in process
Eight Domains of Learning
The curriculum addresses all aspects of development and learning including:
Approaches to Learning
Mathematics
Creative Arts
Physical Health & Development
Language Development Science
Literacy
Social & Emotional Development
Head Start centers are conveniently located throughout Pinellas County.
Disabilities Evaluation and IEPEach child with a disability receives a comprehensive evaluation and an Individual Education Program (IEP) de-veloped by a team of professional diagnosticians and the child’s parents. Therapy and prescriptive programming are provided with assistance from other agencies. The Head Start / Early Head Start philosophy is that every child learns more readily when involved in a group, so children with disabilities are not separated from other children.
TransitionA Transition PKP Steering Committee consisting of rep-resentatives from Head Start, the Pinellas school system, et al maintain a written transition agreement. This agree-ment enables a smoother transition from Head Start to public school for both parents and children.
TransportationTransportation is provided to all children to and from Dental appointments and for field trips. All vehicles are operated by State of Florida certified drivers. Parents are encouraged to participate as riders on the buses.
Child OutcomesThe requirements for child observation and ongoing as-sessment continue throughout the child’s enrollment in the program. The Galileo system of electronic manage-ment of learning is used to assure the documentation of positive child outcomes. Staff and parents can follow the
child’s progress and experiences, and to provide more meaningful curriculum experiences that support each child’s individual learning and development. The Creative Curriculum is used in each classroom as a base for the guidance of preschool learning experiences. The Growing Great Kids Curriculum is used in the EHS home based program to enhance parent-child learning experiences.
Resource CenterA wealth of educational materials is housed in six resource rooms. Some resource materials are books for children and adults, records, educational games and toys, program materials, resource films and cassette tapeThese materi-als are available for use by Head Start / Early Head Start teachers, parents, children, and other staff.
IndividualizationTeachers plan learning experiences and environments and use teaching strategies in a thoughtful and intentional way to support and extend children’s learning. They work on organizing children’s learning so that experiences build on one another helping children to acquire key ideas and skills.The teaching teams build children’s approaches to learning throughout the program day and across planned and spontaneous experiences. Children are seen as individuals and the setting and strategies adapt to the individual levels and interests of the children.
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Creating a vision for Head Start
website
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Creating a vision for Head Start
and much more to come.
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How can you develop your own brand on a budget?
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where do you start?
Establish your business goals Establish a budget or work with a professional advertising agency
or consultant to establish your budget Determine your vision Create a brand strategy that helps you achieve that vision
Promote, grow and live your brand every day.