re-branding your school in a competitive environment
DESCRIPTION
bbcon 2013TRANSCRIPT
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RE-BRANDING YOUR SCHOOLIN A COMPETITIVE ENVIRONMENTRAHEEL GAUBA - BRAND LEADER & CREATIVE DIRECTOR, BLACKBAUD
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THANK U..
#bbcon, @blackbaud, @raheelgauba
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#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.
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WHAT IS MY BRAND?
#bbcon
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KHI
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KHI
YUL
12,000 km
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YULYYZ
12,000 km
550 km
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YYZ
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YYZMSP
CHS450+ WEBSITESGLOBAL TEAM
INTERACTIVE + BRANDING
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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
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NOW, WHAT IS MY BRAND?
#bbcon
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WHAT IS A BRAND, ANYWAY?
#bbcon
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NOT A LOGONOT A STYLEGUIDENOT ADVERTISING OR EMAILSNOT BUSINESS CARDS...
#bbcon
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A BRAND IS NOT SOMETHING TANGIBLE.
YOU CANNOT HOLD IT, TOUCH IT OR QUANTIFY IT.
Touch this
brand now!
No YOU touch it!!!
#bbcon
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A BRAND IS NOT SOMETHING TANGIBLE.
YOU CANNOT HOLD IT, TOUCH IT OR QUANTIFY IT.
I love this
brand 15
much!
I love it 20 much, so what?
#bbcon
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IS A FEELING. IS PERSONALITY.IS A POINT OF VIEW.
IS CUSTOMER-CENTRIC VALUES.
A BRAND
..D
x
#bbcon
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NOT AN EXACT SCIENCE
#bbcon
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WHY DOES IT MATTER?
#bbcon
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WHY DOES IT MATTER ?FOR SCHOOLS
#bbcon
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NAME THAT BRAND!
Impossible is nothing.
think.
Ultimate Driving Machine.
Open Happiness.
#bbcon
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NAME THAT BRAND!
Impossible is nothing.
think.
Ultimate Driving Machine.
Open Happiness.
#bbcon
ADIDAS
IBM
BMW
COKE
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NAME THAT NONPROFIT BRAND!
A just world without poverty.
Loans that change lives.
Doing the most good.
Protect human rights
#bbcon
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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
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OAKWOOD SCHOOLSimple in virtue. Steadfast in DutySAINT MAUR INTERNATIONAL SCHOOL
Inspiring and challenging students toward academic, athletic, and artistic excellence.
JACKSON PREPARATORY SCHOOL
EXAMPLES OF SCHOOL TAGLINES
Grow with Us.
#bbcon
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A brand is a set of EXPECTATIONS, MEMORIES, STORIES and RELATIONSHIPS that, taken together, account for a consumer’sDECISION TO CHOOSE...- SETH GODIN
#bbcon
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HOW DOES YOURSCHOOL MAKE YOUR CONSTITUENTS FEEL?
#bbcon
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HOW DOES YOURSCHOOL MAKE YOUR CONSTITUENTS FEEL?THE DIGITAL OPPORTUNITY.
#bbcon
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THE AGE OF INSTANT COMMUNICATION.
#bbcon
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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
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360° MARKETINGNEWS EVENTS WEBSITE SPONSORSHIPS DIRECT MAIL
TELETHONS DIRECTORIES FLYERS PRINT ADVERTISING
EMAILS SOCIAL MEDIA BLOG ENDORSEMENTS VEHICLESOUTDOOR TELEVISION POINT OF SALE GOVERNMENT RELATIONS
#bbcon
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360° MARKETINGNEWS EVENTS WEBSITE SPONSORSHIPS DIRECT MAIL
TELETHONS DIRECTORIES FLYERS PRINT ADVERTISING
EMAILS SOCIAL MEDIA BLOG ENDORSEMENTS VEHICLESOUTDOOR TELEVISION POINT OF SALE GOVERNMENT RELATIONS
NEWS EVENTS WEBSITE SPONSORSHIPS DIRECT MAILTELETHONS DIRECTORIES FLYERS PRINT ADVERTISING
EMAILS SOCIAL MEDIA BLOG ENDORSEMENTS VEHICLESOUTDOOR TELEVISION POINT OF SALE GOVERNMENT RELATIONS
INSTANT CHANNELS
HOW DOES YOUR BRAND AFFECT THE MOMENTSWHEN YOUR AUDIENCE INTERACTS WITH YOU
OVER THESE INSTANT TOUCHPOINTS?
#bbcon
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ENROLLMENT # VS. LIVES ENRICHED.EXECUTING TASKS VS. RESULTS ACHIEVED.DIFFERENTIATING YOURSELF.CREDIBILITY.AUTHENTICITY.
MESSAGING
#bbcon
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THE EXPERIENCE FROM START TO FINISH
#bbcon
SEARCH > WEBSITE > EMAIL > CONVERSION
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THE EXPERIENCE FROM START TO FINISH
#bbcon
PROSPECTPARENT
CURRENTPARENT
PROSPECTSTUDENT
CURRENTSTUDENT STAFF DONOR
4C: CONFUSED CURIOUS CONVINCED CONTINUING
ALUMNI
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THE EXPERIENCE FROM START TO FINISH
#bbcon
PROSPECTPARENT
CURRENTPARENT
PROSPECTSTUDENT
CURRENTSTUDENT STAFF DONOR
4C: CONFUSED CURIOUS CONVINCED CONTINUING
ALUMNI
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THE EXPERIENCE FROM START TO FINISH
#bbcon
PROSPECTPARENT
CURRENTPARENT
PROSPECTSTUDENT
CURRENTSTUDENT STAFF DONOR
4C: CONFUSED CURIOUS CONVINCED CONTINUING
ALUMNI
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THE EXPERIENCE FROM START TO FINISH
#bbcon
PROSPECTPARENT
CURRENTPARENT
PROSPECTSTUDENT
CURRENTSTUDENT STAFF DONOR
4C: CONFUSED CURIOUS CONVINCED CONTINUING
ALUMNI
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THE EXPERIENCE FROM START TO FINISH
#bbcon
PROSPECTPARENT
CURRENTPARENT
PROSPECTSTUDENT
CURRENTSTUDENT STAFF DONOR
4C: CONFUSED CURIOUS CONVINCED CONTINUING
ALUMNI
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WHAT CAN YOU DO?
#bbcon
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1. PERFORM A SIMPLE BRAND AUDITInterview 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
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2. DEVELOP A COMMUNICATIONS MANUALWith 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
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3. TURBO CHARGE YOUR EMAILSEmail marketing is one of the most effective touchpoint to communicate with a quali!ed constituent.SOME TIPS FOR IMPROVEMENT...A) Improve your preview text.
#bbcon
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3. TURBO CHARGE YOUR EMAILSEmail marketing is one of the most effective touchpoint to communicate with a quali!ed constituent.SOME TIPS FOR IMPROVEMENT...A) Improve your preview text.
#bbcon
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3. TURBO CHARGE YOUR EMAILSEmail marketing is one of the most effective touchpoint to communicate with a quali!ed constituent.SOME TIPS FOR IMPROVEMENT...A) Improve your preview text.
#bbcon
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3. TURBO CHARGE YOUR EMAILSEmail marketing is one of the most effective touchpoint to communicate with a quali!ed constituent.SOME TIPS FOR IMPROVEMENT...A) Improve your preview text.
#bbcon
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3. TURBO CHARGE YOUR EMAILSEmail marketing is one of the most effective touchpoint to communicate with a quali!ed constituent.SOME TIPS FOR IMPROVEMENT...A) Improve your preview text.B) Your message: Optimize for skimming vs. reading.
#bbcon
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3. TURBO CHARGE YOUR EMAILSEmail marketing is one of the most effective touchpoint to communicate with a quali!ed constituent.SOME TIPS FOR IMPROVEMENT...A) Improve your preview text.B) Your message: Optimize for skimming vs. reading.
#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?
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3. TURBO CHARGE YOUR EMAILSEmail marketing is one of the most effective touchpoint to communicate with a quali!ed constituent.SOME TIPS FOR IMPROVEMENT...A) Improve your preview text.B) Your message: Optimize for skimming vs. reading.C) Create responsive design for your email.
#bbcon
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3. TURBO CHARGE YOUR EMAILSEmail marketing is one of the most effective touchpoint to communicate with a quali!ed constituent.SOME TIPS FOR IMPROVEMENT...A) Improve your preview text.B) Your message: Optimize for skimming vs. reading.C) Create responsive design for your email.
#bbcon#52n52
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3. TURBO CHARGE YOUR EMAILSEmail marketing is one of the most effective touchpoint to communicate with a quali!ed constituent.SOME TIPS FOR IMPROVEMENT...A) Improve your preview text.B) Your message: Optimize for skimming vs. reading.C) Create responsive design for your email.D) Strike while the iron is hot - New sub’s, news event.E) Consistent visuals from email > page > donation form.
#bbcon
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3. TURBO CHARGE YOUR EMAILSEmail marketing is one of the most effective touchpoint to communicate with a quali!ed constituent.SOME TIPS FOR IMPROVEMENT...A) Improve your preview text.B) Your message: Optimize for skimming vs. reading.C) Create responsive design for your email.D) Strike while the iron is hot - New sub’s, news event.E) Consistent visuals from email > page > donation form.
#bbcon
Email Message Donation Landing Page Thank You Email
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3. TURBO CHARGE YOUR EMAILSEmail marketing is one of the most effective touchpoint to communicate with a quali!ed constituent.SOME TIPS FOR IMPROVEMENT...A) Improve your preview text.B) Your message: Optimize for skimming vs. reading.C) Create responsive design for your email.D) Strike while the iron is hot - New sub’s, news event.E) Consistent visuals from email > page > donation form.F) Your subject line matters more than you think - Test!
#bbcon
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4. EMBRACE SOCIAL AT EVERY OPPORTUNITYSocial 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.SOME TIPS FOR IMPROVEMENT...A) SINCERELY ask for a share.
#bbcon
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4. EMBRACE SOCIAL AT EVERY OPPORTUNITYSocial 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.SOME TIPS FOR IMPROVEMENT...A) SINCERELY ask for a share.
#bbcon
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4. EMBRACE SOCIAL AT EVERY OPPORTUNITYSocial 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.SOME TIPS FOR IMPROVEMENT...A) SINCERELY ask for a share.
#bbcon
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4. EMBRACE SOCIAL AT EVERY OPPORTUNITYSocial 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.SOME TIPS FOR IMPROVEMENT...A) SINCERELY ask for a share.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
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4. EMBRACE SOCIAL AT EVERY OPPORTUNITYSocial 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.SOME TIPS FOR IMPROVEMENT...A) SINCERELY ask for a share.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
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4. EMBRACE SOCIAL AT EVERY OPPORTUNITYSocial 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.SOME TIPS FOR IMPROVEMENT...A) SINCERELY ask for a share.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
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5. USE SEO TO SOLIDIFY YOUR BRANDThe !rst place that your constituents go to !nd you is a search engine - Are you even showing up? If you are, how are you presenting yourself?SOME TIPS FOR IMPROVEMENT...A) Set up your Google Author ID
#bbcon
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5. USE SEO TO SOLIDIFY YOUR BRANDThe !rst place that your constituents go to !nd you is a search engine - Are you even showing up? If you are, how are you presenting yourself?SOME TIPS FOR IMPROVEMENT...A) Set up your Google Author ID
#bbcon
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5. USE SEO TO SOLIDIFY YOUR BRANDThe !rst place that your constituents go to !nd you is a search engine - Are you even showing up? If you are, how are you presenting yourself?SOME TIPS FOR IMPROVEMENT...A) Set up your Google Author IDB) Your page titles, meta description and urls say alot.
#bbcon
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5. USE SEO TO SOLIDIFY YOUR BRANDThe !rst place that your constituents go to !nd you is a search engine - Are you even showing up? If you are, how are you presenting yourself?SOME TIPS FOR IMPROVEMENT...A) Set up your Google Author IDB) Your page titles, meta description and urls say alot.
#bbcon
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5. USE SEO TO SOLIDIFY YOUR BRANDThe !rst place that your constituents go to !nd you is a search engine - Are you even showing up? If you are, how are you presenting yourself?SOME TIPS FOR IMPROVEMENT...A) Set up your Google Author IDB) Your page titles, meta description and urls say alot.C) Google yourself!D) Blog, blog, blog!E) Optimize your website for branded terms.
#bbcon
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5. USE SEO TO SOLIDIFY YOUR BRANDThe !rst place that your constituents go to !nd you is a search engine - Are you even showing up? If you are, how are you presenting yourself?SOME TIPS FOR IMPROVEMENT...A) Set up your Google Author IDB) Your page titles, meta description and urls say alot.C) Google yourself!D) Blog, blog, blog!E) Optimize your website for branded terms.
#bbcon
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5. USE SEO TO SOLIDIFY YOUR BRANDThe !rst place that your constituents go to !nd you is a search engine - Are you even showing up? If you are, how are you presenting yourself?SOME TIPS FOR IMPROVEMENT...A) Set up your Google Author IDB) Your page titles, meta description and urls say alot.C) Google yourself!D) Blog, blog, blog!E) Optimize your website for branded terms.F) Participate in communities - Groups, forums, commentsG) Create linkable assets
#bbcon
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5. USE SEO TO SOLIDIFY YOUR BRANDThe !rst place that your constituents go to !nd you is a search engine - Are you even showing up? If you are, how are you presenting yourself?SOME TIPS FOR IMPROVEMENT...A) Set up your Google Author IDB) Your page titles, meta description and urls say alot.C) Google yourself!D) Blog, blog, blog!E) Optimize your website for branded terms.F) Participate in communities - Groups, forums, commentsG) Create linkable assets
#bbcon
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6. YOUR HOME, YOUR WEBSITEWhen they do !nd you, what are you saying to them and how are you saying it?SOME TIPS FOR IMPROVEMENT...A) The 4 C’sB) Always tell storiesC) Talk about accomplishments and validationD) Create videos about your schoolE) Create a Thank You videos to recognize your supportersF) Use consistent tone of voice (social, email, website, etc.)G) Use powerful, consistent imagery (original, if possible)
#bbcon
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LOYALTYTRUSTBRAND
#bbcon
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THANK U..
RAHEEL GAUBABRAND LEADER & CREATIVE DIRECTOR, BLACKBAUD
TWITTER: @raheelgaubaSLIDESHARE: http://www.slideshare.net/raheelgaubaEMAIL: [email protected]
KEEP THIS CONVERSATION GOING:#bbcon, @blackbaud, @raheelgauba