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