branding your school foundation - vsba · branding your school foundation . ... •maybelline...
TRANSCRIPT
Today’s Presentation
• What is a Brand? • Your Brand Identity • Donor/Customer Service • Networking • Advertising
What is a Brand?
• Name • Logo (Identity) • Tagline/Catchphrase • Graphics • Shapes • Colors • Sounds • Personality • Promise
What is a Brand?
• “Never Stop Improving”
• Lowe’s Home Improvement
Exercise: Guess the Brand by its Tagline
• “Makes Mouth’s Happy” • Twizzlers
• “Save Money, Live Better” • Wal Mart
What is Branding?
• “Good to the Last Drop” • Maxwell House
• “It’s Everywhere You Want to Be” • Visa
• “Maybe She’s Born With It” • Maybelline
• “The Ultimate Driving Machine” • BMW
What is Branding?
• Lowe’s Home Improvement • Twizzlers • Wal Mart • Maxwell House • Visa • Maybelline • BMW
Which Brands are More Memorable & Why?
What is a Brand?
• Brand Starts with the Product • What Do Your Customers Really Want? • Book Recommendation: Blue Ocean Strategy
• Brand is the “Personality” of a Product • Book Recommendation: Start With Why
• Brand is About Product Quality • Brand is About Customer Service
What is a Brand? • Purple Cow Concept: What Makes You Different
• Book Recommendation: Purple Cow • Specific Product or Service? • Specific Target Market? • Culture, Values or Passions?
How to Network Successfully
• Have a Game Plan • Choose Three Targets Beforehand (Professions or People) • Connect with Connectors/Influencers • Hunt for Business • Farm for Leads
• Who Do People Do Business With? People they… • Know • Like • Trust
How to Network Successfully Be Memorable
• Tell Your Story • Be Someone They Can Relate To • Have Fun, Be Funny • Establish Trust – Givers Gain
How to Network Successfully
• Following Up • Make Notes on Business Cards for Accurate Recall • Immediate Follow Up w/ Hand-Written Note • Personal Invitation to One-on-One
• The One-On-One – Where the Magic Happens • Network How You Would Date
Network on Off-Hours
• Use Social Media • Facebook
• Follow Brand Pages & Engage With Content • Add Friends if Appropriate • Genuine Birthday Greetings
• Twitter • Listen (Search for Conversations) • Join (Reply & Contribute to Conversations) • Create (Be a Thought Leader, Start Conversations)
Network During Off-Hours
• LinkedIn • Up-To-Date Profile • Establish First-Time Connections • Connect with Recent Connections • Give & Get Endorsements • Read & Share Content • Share Updates • Share Original Content
Advertise Effectively
• Identify Your Goals • Identify Your Audience • Craft Your Message • Evaluate Media Options • Identify Measurement Opportunities • Modify Website to Support Ads • Launch
Advertise Effectively
• Plan Ahead • Create a Calendar/Timeline • Identify Events • Plan Messaging Around Events
• Research & Build Buyer Personas • Who • Their Story • Their Passions
• Use Goals to Build Strong Website CTA
Advertise Effectively
• Understand Media Options • Reach • Cost • Measurability
• Analyze • Response vs. Goals • Areas for Improvement
• Adjust • Fix What Doesn’t Work • Modify Spending According to Results