+ All Categories
Home > Documents > Building a Sustainable Brand: How to ID Attract & Engage Your Audience

Building a Sustainable Brand: How to ID Attract & Engage Your Audience

Date post: 14-Jul-2015
Category:
Upload: savipr
View: 98 times
Download: 1 times
Share this document with a friend
Popular Tags:
43
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
Transcript
Page 1: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

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

Page 2: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

Elevator Pitch - Before

You have less than 15 seconds to win them over

Page 3: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

Objective One

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

Page 4: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

1 5 10 They know you and love you.

Who are you again?

Where are you?

Page 5: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

Today’s Themes

Identity

Messaging

Audience

Page 6: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

YOUR SUCCESS

PLAN

Page 7: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

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

Page 8: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

When you come to a fork

in the road, take it!

--Yogi Berra

Page 9: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

You are here.

Page 10: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

Research

Where are you now? Who can help?

Who matters to you? What pains you?

What’ve you got going for you?

Page 11: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

SWOT IT OUT

STRENGTHS (INTERNAL)

WEAKNESSES (INTERNAL)

OPPORTUNITIES (EXTERNAL)

THREATS (EXTERNAL)

Page 12: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

What Barriers

Are Blocking

You?

Page 13: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

My problem is:

____________________________________________________________________________________________________________________________

Page 14: Building a Sustainable Brand: How to ID Attract & Engage Your Audience
Page 15: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

My Goal is: A broad, general statement.

Not measureable. Action oriented.

____________________________ ____________________________ ____________________________

Page 16: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

Target Audience

Who are your Peeps?

Page 17: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

List Your Peeps – Who are you trying to reach?

General Public

___________________ ___________________ ___________________

Page 18: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

Who Has Influence

Over Your Success?

Page 19: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

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?

Page 20: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

How Will YOU Measure Success?

Page 21: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

How Will THEY Measure Success?

Page 22: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

Measureable Objectives

• Time

•Behavior

•Change

Page 23: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

•ST Objective

•LT Objective Peep

1

•ST Objective

•LT Objective Peep

2

Page 24: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

Strategery

How will you reach your peeps?

Page 25: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

Strategies include:

Media relations Direct (print) mail

Special events (face to face meetings) Social media

Web/digital marketing Advertising

Page 26: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

Strategies

Audience 1

Strategy 1

Strategy 2

Strategy 3

Audience 1

Strategy 1

Strategy 2

Strategy 3

Short Term Objective Long Term Objective

Page 27: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

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

Page 28: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

Audience 1

Short Term

Tactic 1

Tactic 2

Tactic 3

Short Term

Tactic 1

Tactic 2

Tactic 3

Strategy 1 Strategy 2

Page 29: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

For Every Audience Segment

Objectives

Strategy 1

Tactic 1

Tactic 2

Strategy 2 Tactic 1

Page 30: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

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

Page 31: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

Schedule Activities MONTH Tactic One Tactic Two

June Activities Activities

1 - 7 • Ksdjkaldlsjflasfjl • kksdjdkjkadjsld

• Sdkfhksfhdlscjsdlk • kashdksjdhjkshkfh

July Activities Activities

Page 32: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

Evaluation

• Bookends your research

• Happens at pre-set time intervals

• Pre-determined by research and objectives

• Informs decision making

Page 33: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

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

Page 34: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

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

Page 35: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

BRANDING?

identity

Name

LoGO imagery

What is

Your reputation

Page 36: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

What makes a

good brand?

Page 37: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

Emotion

Page 38: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

Universal Resonation

Page 39: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

Consistency/Flexibility

Page 40: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

Connects to your Mission

Page 41: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

How Branding is Done

• Select Team • Search your collective soul

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

Page 42: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

Elevator Pitch - After

You have less than 15 seconds to win them over

Page 43: Building a Sustainable Brand: How to ID Attract & Engage Your Audience

Feedback, Loose ends, Final thoughts

Thank You!


Recommended