BUILDING A SUSTAINABLE BRAND: How to Identify, Attract and Engage

Stakeholders in Your Mission

April 17, 2013

Facilitated by: Samantha Villegas, APR

And Eric Eckl

Elevator Pitch - Before

You have less than 15 seconds to win them over

Objective One

• How and why to communicate your initiatives and programs success, and why that, in itself, positively impacts your department success.

1 5 10 They know you and love you.

Who are you again?

Where are you?

Today’s Themes

Identity

Messaging

Audience

YOUR SUCCESS

PLAN

Where are you going and how do you get there?

• Road map

• Based on research

• Decision making tool

• Targets limited $$ & resources

• Can be evaluated

• Credible

• Sci-method

• Gets money

When you come to a fork

in the road, take it!

--Yogi Berra

You are here.

Research

Where are you now? Who can help?

Who matters to you? What pains you?

What’ve you got going for you?

SWOT IT OUT

STRENGTHS (INTERNAL)

WEAKNESSES (INTERNAL)

OPPORTUNITIES (EXTERNAL)

THREATS (EXTERNAL)

What Barriers

Are Blocking

You?

My problem is:

____________________________________________________________________________________________________________________________

My Goal is: A broad, general statement.

Not measureable. Action oriented.

____________________________ ____________________________ ____________________________

Target Audience

Who are your Peeps?

List Your Peeps – Who are you trying to reach?

General Public

___________________ ___________________ ___________________

Who Has Influence

Over Your Success?

Profile and prioritize your Peeps –

Who has the MOST stake in your success?

Who has the MOST influence? Where are they?

What do they read? Who are their allies?

How Will YOU Measure Success?

How Will THEY Measure Success?

Measureable Objectives

• Time

•Behavior

•Change

•ST Objective

•LT Objective Peep

1

•ST Objective

•LT Objective Peep

2

Strategery

How will you reach your peeps?

Strategies include:

Media relations Direct (print) mail

Special events (face to face meetings) Social media

Web/digital marketing Advertising

Strategies

Audience 1

Strategy 1

Strategy 2

Strategy 3

Audience 1

Strategy 1

Strategy 2

Strategy 3

Short Term Objective Long Term Objective

Tactics include:

• Press release • Annual report • Brochure • Paid (or psa) ad • PowerPoint or

Prezi

• Branded giveaways

• Website • Facebook, Twitter,

Pinterest, etc.* *These need their own strategy

Audience 1

Short Term

Tactic 1

Tactic 2

Tactic 3

Short Term

Tactic 1

Tactic 2

Tactic 3

Strategy 1 Strategy 2

For Every Audience Segment

Objectives

Strategy 1

Tactic 1

Tactic 2

Strategy 2 Tactic 1

For Every Audience Segment, what will you say?

PEEP 1 PEEP 2 PEEP 3

Message A Message A Message A Message B Message B Message B Message C Message C Message C

Schedule Activities MONTH Tactic One Tactic Two

June Activities Activities

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• Sdkfhksfhdlscjsdlk • kashdksjdhjkshkfh

July Activities Activities

Evaluation

• Bookends your research

• Happens at pre-set time intervals

• Pre-determined by research and objectives

• Informs decision making

Materials and Resources

• Do you have the people, resources, tools and materials needed?

• Digital cameras, software, expertise, graphic design, etc.

• Promotional materials

• Advanced purchases are often cheaper than those made on the fly

Plan Budget Resources and

Materials Rate/Unit Cost Total

FTE $6000

PTE $3000

Intern Stipend $500

Software $99

Surveys $100

Focus Group $500

Promo Items .50/ea $250

Graphic Design $25/hour $1000

Paper/ink $200

TOTAL $11,400

BRANDING?

identity

Name

LoGO imagery

What is

Your reputation

What makes a

good brand?

Emotion

Universal Resonation

Consistency/Flexibility

Connects to your Mission

How Branding is Done

• Select Team • Search your collective soul

• Get a qualified artist/designer • Decide how to decide

Elevator Pitch - After

You have less than 15 seconds to win them over

Feedback, Loose ends, Final thoughts

Thank You!