Connect Audiences with Your Cause: How Can Branding Benefit the Benevolent
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Transcript of Connect Audiences with Your Cause: How Can Branding Benefit the Benevolent
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CONNECT AUDIENCES WITH YOUR CAUSE How Can Branding Benefit the Benevolent? May 14, 2013
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Housekeeping
Please submit your ques0ons via the chat. We will have about 15 minutes for Q&A at the end of the webinar.
We’ll send you a link to the archived webinar within a few days.
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LAURA KISAILUS
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JENELLE ELI
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1. 2. 3. How Can Branding Benefit the Benevolent?
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What is a brand?
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An emotional connection between your organization and your audiences.
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I thought my logo was my brand.
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Water break.
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How does this picture make you feel?
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And now?
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U.S. Committee for Refugees and Immigrants
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USCRI’S Goals
Raise organiza0on profile
Gain media exposure
Tell stories
Establish thought-‐leadership
Encourage online fundraising
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BRAND DIRECT SOCIAL
Essence Expression Emo-on Experiences
Engagement Ac-on
Involvement Crea-ve
Experimental
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So how can you unlock the fabric of your benevolent brand?
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Shape the Story Define the Platforms Create the Content
Measure the Results
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1. Shape the Story
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Uncover and Define
Brand PlaLorm & Messaging
Organiza-onal Objec-ves
Market Landscape
Comparator Analysis
Brand Image
Audience Needs
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Brand Personality
service-‐oriented
red old
ac0vists
voracity
tenacious
brave impar0al (poli0cally-‐balanced)
non-‐sectarian
human-‐focused
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Messaging
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Positioning
Interna-onal Domes-c
Harm
Home
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Comparators
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The Issues Program Success
The Human Story, The American Story
Migrants’ Achievements
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Campaign Concept
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Here for Good
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Here for Good Meaningful. Conveys brand essence.
Flexible. Works across programs and the en0re brand.
Func-ons as a framework. Can contain many messages.
Timeless. 2013 and beyond.
Adaptable. Online, offline, and across social. #HereForGood
Emo-onal. Clear and powerful.
Mo-va-ng. Call to ac0on, posi0vely contagious.
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Brand Image
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Here for Good
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2. Define the Platforms
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USCRI’s Social Ecosystem
DC
1
5
6
4
3
2
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2. Create the Content
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Content Audit
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Content Planning
Educa-onal Inspira-onal Engaging Call to ac-on
The Issues Graphics and stats showing numbers and concentra0on of refugees.
USCRI Program Success
% of self-‐sufficient within 180 days. Volunteer quota0ons.
Sign up for more email alerts!
Migrant Stories
Cultural impact. Mentor stories.
Drawing parallels of historical immigra0on waves. Asking for par0cipa0on.
Types
Topics
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USCRI Programs What we do. Where we work.
Cover photo Koula’s US map image being
designed for the annual report.
Images Organiza0onal facts displayed as infographics superimposed over
USCRI-‐provided images.
10,924
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Content Creation
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Content Curation
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Tout.com/uscri
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Measure the Results
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USCRI’S Goals
Raise organiza0on profile
Gain media exposure
Tell stories
Establish thought-‐leadership
Encourage online fundraising
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Multichannel Benefits
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Results
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RESULTS
The Issues: Hope, Courage
Migrant Stories I: Humanitarian
Quotes
USCRI Programs
Migrant Stories II: Immigra-on
Stories
The Issues II: Myths & Facts