engaging early childhood decision makers: how companies, consultants, and leaders can use personal...
TRANSCRIPT
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 ConferenceNovember, 2015
Fran Simon, M.Ed.Engagement StrategiesEarly Childhood Investigations
Karen Nemeth, Ed.M.Language Castle
Us
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SETTING THE STAGE
Section
@ Simon and Nemeth 3
You
Independent consultant, author
Organization/company staff member
Other
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You are here because…
You want to engage early childhood decision makers so
you can…?
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Do you worry ?
Branding is so
commercial!
Personal branding is
like bragging!
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It’s as much about listening and responding as it is about presenting
yourself.8
@ Simon and Nemeth11/20/2015
Branding? Engaging?
Section
@ Simon and Nemeth 9
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 DefinitionsBy Heidi Cohen
Actionable Marketing Guidehttp://heidicohen.com/30-branding-definitions/
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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
Word of Mouth has been around
Forever! (At least since the 70s!)11/20/2015 @ Simon and Nemeth 12
WOW them with WOM!
-Ravtopia Word of Mouth Toolkit
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-Ravtopia Word of Mouth Toolkit
Word of Mouth: People
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Word of Mouth: Love
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Word of Mouth
Social media, articles, blogs, presentations, meetings, in professional development…
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Word of Mouth: Do
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Word of MouthWord of Mouth
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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.
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Organizations are mosaicsof the people who work for them-
internally and externally.
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Personal brands are How people perceive you
Do others see a true reflection of you?11/20/2015 @ Simon and Nemeth 21
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:
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Relevant
Sustainable -monigle.com
You
Personal and corporate brands must be…
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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
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Goal
Differentiate yourself: Make it clear what makes you or your
organization unique and valuable.
2
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Goal
Make yourself discoverable: It’s not enough to be good – people have
to be able to find you!
3
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Print Mail Ads
Promo blasts and content
SEO, SEM and Digital Ads
(PPC)
PR
Presentations
Exhibits
Conference Networking
Inbound Techniques
Social media
WebinarsFree ContentWriting articles, books, blogs
TwitterFacebookBlogLinkedInYouTubeOnline ChatsPinterestBlogs Website
Being discoverable
Your brand as itappears to the world11/20/2015 @ Simon and Nemeth 28
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?
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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!
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IDENTIFYING YOUR AUDIENCE
All Early Childhood Educators and organization are not the same
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Market Segments and funding streams
Pre-k
Child CareHead Start
BlendedPrivate
•USDOE > States •Low income families
•USHHS > Grantees >Delegate Agencies•Low income families
•Tuition•CCDBG > States> programs•TANF>States>Subsidies•Corporations•Military
BlendedPrivate
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What are his/her:
• challenges?
• highest priorities?
• needs?
• preferences for selecting products, services, consultants?
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• Challenges?
• Needs?
• Requirements for adoption?
Child Care Administrator11/20/2015 @ Simon and Nemeth 34
Know the landscape
What’s going on
with:• competitors
• research
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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
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.
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Ready to Be a Thought Leader
• http://amzn.to/1YbqPhO
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The Start-up of You
• http://amzn.to/20U1QC4
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All Marketers Tell Stories
• http://amzn.to/1Qosb7m
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Karen Nemeth. [email protected]
LanguageCastle.com
@KarenNemethEDM
Fran S. Simon, [email protected]
EngageStrat.com
EarlyChildhoodWebinars.com
@FSSimon
Questions
?