Branding your EcoRepsProgram…in a digital world

Renee’ LeBouefEco Reps ConferenceFebruary 23, 2013

So…what the heck’s a BRAND, anyway?• Dictionary: 1) “goods of particular name or trade mark”

2) “to burn”

• Business Dictionary: “The process involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.”

• Inter-brand Definition: “Living business assets, brought to life across all touch points, which, if properly managed, create identification, differentiation and value.”

Source: http://www.brandchannel.com/papers_review.asp?sp_id=358

Also…• A brand is not what you say it is; A brand is what they say

it is…

• A brand is the promise, the “big idea” that reside in customers’ minds about a product, service or company

• “In a very real sense, a brand only exists in the mind of the consumer, in the meaning that has been built over time through marketing communication” (Larry Percy – Renee’s idol)

Percy, Larry. 2011. Strategic Integrated Marketing Communications, 21.

Brand vs. BrandING

• Branding = process, brand = final result

• Branding is also:

• the creation and development of a personality and an identity

• the process by which a product or an image becomes synonymous with certain values or ideals• What do you want your EcoReps program to stand for in

students’ minds?

Ok, ok. But what does a brand DO?

• Helps you to stand out from the crowd; differentiates a product/service from its competitors

• Makes a promise to followers (must follow through)

• Serves as the driving force of all messaging

…and how do you do THAT?

1.Determine desired brand positioning

2.Create brand awareness and image

3.Develop brand identity (over time-NOT overnight)

“Hippie Commune”

“Crunchy Granola”

“Tree Huggers”

FUN

“Relatable” Sustainability

Young, fresh, modern take on earth-friendly initiatives

EcoReps - what do people think of YOUR brand?

Avoiding Brand ConfusionGot other “green groups” on campus? It can often be difficult to ensure your audience knows the distinction between all of you. We are all advocates for our environment and we often collaborate. The differentiation comes with how you are perceived in your target’s minds – your brand positioning.

We touched on separating yourself from other green org.’s– so let’s talk about how easy it can be for brand confusion to happen. Your audience will slip away and no longer attend your events because of a “been there, done that” attitude. To find that unique identity, your niche, you have to know -GUESS WHAT- who your target market is. Knowing who your consumers are will give you an idea of what works best for them. It will help you fine tune your message so you can even visualize that you are speaking directly to one specific person. This will allow you to concentrate on one thing –that one thing that will give your brand an edge. Can you think of some “famous” examples of brand confusion?

You’ll have to ask yourself…

• What want or need do we link to for students to care?

• What benefits should be emphasized to communicate what our program offers?

For (target), (product name) is (single most important claim) because (reason to believe).

“The EcoReps Program is the most dynamic ‘green’ group on USC’s campus because they demonstrate the importance of protecting our planet in ways that inspire me to make a difference.”

Positioning Statement

Create Brand Image

• Where do we excel?

• How are we known?

• How aren’t we known?

• What territory (literally and figuratively) do we want to occupy?

Determine brand identity:What do you want to be?

Branding Considerations

• Where’s the social/emotional tie to your organization for audience members?

• Do they think of you when they think “green” on campus?

How is branding different NOW?

• Brands are increasingly being controlled and shaped by consumers (starting to trust other consumers vs. companies themsleves)

• Brands must be part of the conversation - and many of these conversations are happening online

• Digital should be part of holistic strategy, not separate from the rest of the branding strategy

Did you know….YOU have an incredibly

unique advantage – in that you ARE a member of your

target market segment.

Social Media is IMPORTANT

• Example #1

• Example #2

http://www.prdaily.com/Main/Articles/12454.aspx#

(best times for click-throughs; ensure students are clicking links you post)

Check y’all out!• http://sustainability.tufts.e

du/the-original-tufts-ecorep-program/

• http://www.uvm.edu/ecoreps

• http://www.sustainablecampus.cornell.edu/initiatives/student-ecoreps

• More imagery? Emphasize catchy data (1st program in the country, etc.)

• Cluttered with pics? Grammatical errors?

• Links to current projects and activities humanize the EcoReps

• Open-ended, relatable content

How to Spread the EcoReps’

Message

1) Affect students’ habits

• We’re following the leader, the leader…

• AWARENESS and ACTION

• If you build it, they will come – and tell their friends

2) Take good pictures at events for future use• Eyeballs draw eyeballs

• Refrain from LAZY photography – FACES, not butts and feet!

Huh?!

Yay! This is a blast!

Awwww. I’m not human, but I’m awfully

cute.

3.) Simplify your message to communicate effectively• We don’t need to confuse our audience by talking about

environmentally-friendly initiatives in a way they won’t understand. Students are only going to care if our efforts sound FUN. If they’re not engaged – forget it.

• Students will automatically distance themselves from your brand and see the program as something for someone “much smarter” or “greener” than themselves if your messaging is “boring.”

• GET THEM EXCITED. Use generalizable phrases – even “clean water” is more relatable than “water quality.”

Let’s talk fonts.

SERIF SANS SERIF

dafont.com

**credit**

“Disabled Dog” Mantra Sometimes, no matter what words we use, we encounter naysayers. Have

you ever been at a tabling event and someone says, “Well, I heard that it’s better to just use Styrofoam cups instead of reusable water bottles bcwhen those get near heat the chemicals give you cancer” - or something crazy like that?

In our field, we have to learn to take control of that constant wrestling match over the data. Whatever principle you’re promoting, be sure you are keeping the focus on the topic at hand in a positive way– in PR, we hate the word SPIN, bc it implies that we’re not telling the truth. PR is different from broadcasters and other areas of the mass comm field in that we are under no obligation to be 100% objective – but doesn’t mean we lie.

Activity:You must relate all answers back to your disabled dog (teaching you to keep the focus where it needs to be.)

1)Would you recommend Jiffy Lube’s service to others?2)How many fingers do you have on your left hand?

EcoReps’ Communication Process• Awareness & Expectations

• The starting point for all communications is defining your audience. (Do this for every event – identify specific groups across campus and promote brand awareness)

• Once expectations are set, must achieve “trial” period – DOCUMENT their response (always get contact info at all events)

• Audience Interaction• Use Facebook statuses and tweets to encourage students to share

ideas and request information• Nurture the relationship

• Follow-up; send emails, newsletters, ANSWER social media inquiries

Missed Opportunities

“That recycling event was so fun! How come I never heard from you again?”

Missed Opportunities

Student was aware, but we made the process too difficult and confusing. Is your EcoRep application form easy to navigate?

“This application form is too long. I quit.”

Missed Opportunities“It’s freezing today and I’m exhausted. These volunteer trips aren’t my thing.”

We affected behavior, but it wasn’t their cup of tea. Student just wasn’t engaged. WHY?

Missed Opportunities“I don’t remember getting an e-mail from you about that”…

Did it go to an old address?

Are you updating your student listservsregularly?

In short…• Keep the focus on your audience- if you want to

get your point across, of course.

• Be CONSISTENT

• Utilize trending media outlets

• Trust your instincts

• Follow the communications process

Questions? Comments?

Renee.lebouef@gmail.com(985) 691-2103Twitter: @reneelebouef