your name? your voice part? the chapter you represent? # of year’s in the society?...

YOUR NAME? YOUR VOICE PART? THE CHAPTER YOU REPRESENT? # OF YEARS IN THE SOCIETY? INTRODUCTIONS

MARKETING, PROMOTION, PUBLIC RELATIONS & PUBLICITY IF THE CIRCUS IS COMING TO TOWN AND YOU PAINT A SIGN SAYING, "CIRCUS IS COMING TO FAIRGROUNDS SUNDAY," THAT'S ADVERTISING. IF YOU PUT THE SIGN ON THE BACK OF AN ELEPHANT AND WALK HIM THROUGH TOWN, THAT'S A PROMOTION. IF THE ELEPHANT WALKS THROUGH THE MAYOR'S FLOWER BED, THAT'S PUBLICITY. IF YOU CAN GET THE MAYOR TO LAUGH ABOUT IT, THAT'S PUBLIC RELATIONS. IF YOU PLANNED THE WHOLE THING, THAT'S MARKETING! --AUTHOR UNKNOWN

What are Brands? Branding Demystified Brands are promises, Promises people believe in

The mark that visually represent your brand Brand Identity is?

the process of building a positive collection of perceptions in your customers mind or the communitys mind. Branding is

Where your brand resides in the market. What you stand for. What do you stand for? What is your purpose? Branding Position is

controlling the presentation of your brand identity and brand message across your entire organization and through all media and communication outlets. Brand Management is

The value of your brand as an asset, based on its qualities, reputation, and recognition as well as the commitment and demand it generates. A valuable brand results in customer relationships that secure future earnings by developing brand passion and loyalty. Brand Equity is

Putting Your Brand into Words The process of finding a place to build your brand both in the marketplace and your customers minds is called positioning. We begin with a look at our mission and vision statements (and help you write them if you dont already have them) From there we determine the brand promise and then craft our brand identity statement and core brand message. Your brand is a reflection of what you stand for, so it has to align perfectly with the values and purpose of your organization. If youre unclear about what our business is, why it exists, who it serves and what it promises. Then discussing our mission and vision statement will be very productive.

Putting Your Brand into Words Lets discuss each of these three essential statements: 1)Your vision statement, which defines your long term aspirations. It explains why youre doing what youre doing and the ultimate good you want to achieve through your success. Thin of your vision as the picture of where you ultimately want you work to lead you. 2) Your mission statement, which defines our purpose and the effect you intend to have on the world around you. It states what you do for others and the approach you follow in order to achieve the aspirations youve set for your organization. Think of your mission as the route youll follow to achieve your vision. 3) Your business promise, which summarizes the positive difference you deliver to all who deal with your organization. Internally, your business promise guides the development of all elements of your brand. Externally, your business promise is sometimes translated into and presented as a motto or tagline.

Vision: To be an ever growing fraternal singing organization that is ageless, colorless and dedicated to the average singer having fun creating and preserving extraordinary music in the barbershop style. A Brotherhood known in their community for making a difference singing.

1.Promote fellowship and friendship among men of good character 2.Perpetuate, celebrate and preserve harmony in the barbershop style 3.Provides the opportunity to experience the joy of 4- part Barbershop singing. 4. Sustains music in the lives of people in our community 5. Service to others through our Music Mission: Making A Difference Singing Barbershop Music

Tagline: Average singers; Making A Difference Singing Barbershop

Prioritizing your Brands to do list: Build awareness Create an emotional connection Convey distinguishing attributes Achieve buyer preference We need to accomplish all 4 with our brand! And we have a program that can accomplish all 4 to dos!

Designing Your Marketing Program Start with the 5 Ps

Designing Your Marketing Program Start with the 5 Ps 1.Product: is what you sell. When you think about changing your product think about how you improve the quality. 2.Price: is not only the list price you sell your services for but it also includes any discounts or free samples. 3.Placement: is where you present your product to the consumers/customers. 4.Promotion: is all the sales activity, advertising, publicity, special events, displays, signs, web pages and other communication designed to inform and persuade people about your product. 5.People: Are responsible for many aspects of your product or service quality. The personal connection between your people and your customers and clients may do the most for referral marketing.

5 Minute Marketing Plan On your mark, get set, Go! 1. First Minute: Product: What can you do right now to improve the quality of your product or services in the eyes of your customers? 2. Second Minute: Price: What offers can you provide to encourage new customers to try your product or current customers to be more loyal? 3. Third Minute: Placement: What new approach can you try to reach different customers? 4. Fourth Minute: Promotion: What new ways of communicating with customers can you try right away? 5. Fifth Minute: People: What can you do to make your customers feel more enthusiastic and thankful about your group?

Sample Marketing Plan Design 1.Situation Analysis Market profile 2.Market Environment Changes in customer attitude 3.Problems and Opportunities Problems Opportunity 4.Marketing Objectives Sales Marketing Profile 5.Marketing Strategy 6.Marketing Programs 7.Product Assumptions

Marketing Tools Social Media+ 1.Website 2.Email Marketing 3.Facebook Advertising 4.Cause Marketing 5.Twitter Marketing 6.YouTube 7.Linkedin 8.Content Marketing 9.Advertising 10.Public Relations

Attract People Engage People Connect People

Are you in the Social Media World or just standing on the sidelines waiting? Social Media has changed the world. Lets clarify that statement, Social Media has changed YOUR world! Whether its Facebooking, LinkedIning, tweeting, or YouTubing, social media has changed our way of communicating one on one or one to the world.

Social Media is a suite of online services that facilitate two way communication and content sharing. These services can improve your organizations visibility with the world. Here are some different types of Social Media channels: Blogs: Websites designed to let you easily update or change content and allow readers to post their opinions or reactions. Social Networking Services: Facebook, My Space, LinkedIN, Plaxo and Twitter. Social Media Sharing: Video YouTube, Photos: Flickr, Audio Podcast Alley

DOES MY CHAPTER NEED A WEB SITE? (YES BUT WHAT KIND?) PUBLIC FACING CONTACT US FIND US HIRE US LEARN MORE GENERAL IMAGE AND RECRUITING PUBLICITY AND TICKET ORDERS INTERNAL FACING INTERNAL COMMUNICATION, ADMINISTRATION, CHAPTER MANAGEMENT FUNCTIONS

FIVE THINGS A PUBLIC-FACING WEB SITE MUST HAVE... 1.FACES! WHATS A GOOD PICTURE? ACTION (CANDID) VS. STAGED/POSED 2.VALUE PROPOSITION: WHY YOU SHOULD SEE US, HEAR US, SING WITH US 3.COME SEE US 4.CONTACT INFO 5.MAP TO MEETING: CREATE OWN OR USE MAPQUEST OR OTHERS

HOSTING YOUR WEB SITE THE PROBLEM WITH FREE HOSTS: THEY CAN GO AWAY WITHOUT NOTICE LONG, INCOMPREHENSIBLE WEB ADDRESSES PURCHASE YOUR DOMAIN: AS LITTLE AS $35/YR. TO OWN YOUR NAME: WWW.CHORUSNAME.ORG BEATS LONG NAME ON AOL, GEOCITIES, OR COMPANY SERVER PORTABLE: CHANGE SERVERS, CAPABILITIES, ETC. ON YOUR TERMS PURCHASE SPACE: GODADDY.COM, IHOST.BIZ, HOSTSAVE.COM ETC. ~ $75/YR.

BUILDING YOUR WEB SITE RESOURCES TO CONSIDER: FIND A DAUGHTER, GRANDSON, ETC. LOCAL COMMUNITY COLLEGE, STUDENT, ETC. NEEDING A PORTFOLIO / CLASS PROJECT EMPHASIS ON EASE OF MAINTENANCE YOU SHOULD BE ABLE TO UPDATE IT PAINLESSLY, WITH LITTLE RELIANCE ON OTHER TECHNICIANS

DRIVING TRAFFIC TO YOUR WEB SITE YOU NEED TO GIVE GOOD DIRECTIONS SPOTLIGHT YOUR SEARCH TERM ON THE PAGE THINK ABOUT WHAT PEOPLE ARE GOING TO TYPE IN TO FIND YOU. MAKE SURE YOUR KEYWORDS INCLUDE BARBERSHOP+ HARMONY+ CHAPTER+ YOUR CITY/TOWN + CHAPTER/ CHORUS NAME FILL IN YOUR TAGS WHEN CREATING WEBSITES, INTERNET CODING LANGUAGE INCLUDES TWO KEY TAG: TITLE & DESCRIPTION. THERES ALSO A THIRD TAG TO ADD KEYWORDS OR SEARCH TERMS. GET OTHER SITES TO LINK BACK TO YOU GOOGLE SAYS IT LOOKS AT 100 PIECES OF DATA TO DETERMINE A SITES RANKING. BUT LINKS ARE WHERE ITS AT, IF OTHER AUTHORITATIVE SITES LINK BACK TO YOU, YOU MUST BE GOOD. CREATE A BLOG AND POST OFTEN REGISTER FOR FREE TOOLS

YOU NEED TO GIVE GOOD DIRECTIONS CREATE A BLOG AND POST OFTEN BLOGGING IS A GREAT WAY TO ADD LINKS AND START A CONVERSATION WITH CUSTOMERS AND FRIENDS. IT WILL ONLY COST YOU TIME: GOOGLES BLOGGER, WORDPRESS AND OTHERS ARE FREE TOOLS. WITH A BLOG YOU CAN LINK BACK TO YOUR SITE AND OFFER LINKS TO OTHERS AND IS A GREAT WAY TO START BUILDING CONTENT. REGISTER FOR FREE TOOLS GOOGLES GOOGLE.COM/WEBMASTER OFFERS FREEBIES TO HELP GET YOUR WEBSITE FOUND. YOU CAN UPLOAD A TEXT-BASED SITE MAP, WHICH SHOWS GOOGLE THE PAGES OF YOUR WEBSITE. OFTEN THE FIRST TEN NON-ADVERTISING SEARCH RESULTS ARE FROM SITES THAT USE GOOGLE MAPS. Driving Traffic to your web site

Email Marketing Use email marketing as targeted follow-up is one of the best ways to maximize your overall return on marketing dollars. In other words improving your marketing efficiency.

On Facebook, you have found old friends, schoolmates and co- workers and they have found you. In the same way you can find customers and prospective customers and they can find you.

Formula for a successful Business Page Gather the e-mail addresses of all your members, customers, prospective members/customers Gather valuable content that you think your members and potential members/customers would perceive as usable, profitable or entertaining Design your business page graphically and strategically Use a welcome video that describes the page and encourages people to LIKE you Your Facebook page is a door that must swing both ways People attracted in from value and people that can immediately click to find out more about you

Cause Marketing is a partnership between a nonprofit and a for-profit or between two non-profits for the benefit of Good. Cause Marketing isnt about just fundraising, its about creating awareness, energizing members and the public. Cause marketing usually allows for positive Public Relations!

Marketing Twitter is a social network that allows you to post messages of 140 characters at a time. (Called Tweeting) Imagine texting to over 100,000 people all at once? Or having people follow the exploits of your group.

Provides the biggest opportunity for you to promote your name and brand. Anyone in the world can find you and your information and its FREE!

Create your OWN YouTube channel Create a library of customer testimonials, tips, and ideas about your product that appear in no brochure. Record business philosophies that you have and want to share with others. Record your best idea of the week Record your favorite member of the week Record your favorite restaurant of the week

1.Complete your profile 2. Update and engage frequently with your connections - comment on or contribute to conversations 3. Recommend others - Dont just ask for recommendations give them to others as this will strengthen your relationships. 4. Solve Other Peoples problems Use the LinkedIn answers section. It provides an opportunity for you to showcase your expertise and solve others problems. 5. Join and participate in groups Get in on conversations that are happening everyday. If people appreciate your comments they may connect with you. 6. Start your own Group Dont just join groups, start your own group with a topic of interest you have (singing? Barbershop Harmony?) This allows you to connect with others that also have this same interest. 7. Search Companies and harvest new leads This works for making sales call connections

8.Respond to Everyone who communicates with you 9. Set up the SlideShare application and add value- add some visual appeal to your profile. Put it in PowerPoint, upload it to SlideShare (for Free), and put it on your LinkedIn profile. 10. Change your status regularly- Youll be surprised by how many people will respond to your status, much like they do on Facebook. 11. Put a video on your profile Putting a video on your LinkedIn profile is easy with Google Presentation application. 12. Promote your Blog If you have a Blog you can add your Blog feed on your LinkedIn profile. 13. Add a Profile With the Behance application you can showcase your creative performances and additional videos. It supports unlimited media content. 14. Integrate Twitter Integrate your Tweets application into your profile 15. Leverage LinkedIns Search Power and Be Found LinkedIn is a search engine and has respectable authority on Google. Google your name, and if you have a LinkedIn profile it will likely show up on the first page of Google.

Content Marketing Content Marketing encompasses all forms of content that add value to consumers, thereby directly or indirectly promoting a business, brand, products or services. Content marketing occurs both online and offline. This changes the game for marketing from interruption marketing to engagement marketing.

Publicity versus Advertising Advertising you pay for, publicity is free! Publicity can get you name recognition and attract a whole new customer base. Take advantage of publicity! But you must be newsworthy Why Publicity is so powerful: More Credible as it was written by a third party (usually a trusted news agency) Great return The cost of a printed ad in the same space as a public relations story could be tens of thousands of dollars Great brand building as the story will reinforce the uniqueness of your brand in the world. Resells your potential customers on why they want to buy Resells your current organization bringing internal pride of being part of this organization.

BUILDING ALLIANCES THERE ARE MANY BENEFITS TO WORKING WITH OTHER LIKE-MINDED ORGANIZATIONS IN YOUR COMMUNITY. The District has a contact list of Organizations each chapters community as part of our Higher Purpose program

Public Relations is how you relate to your community! Publicity is not public relations it is a tool of public relations. Publicity in short, is obtaining free editorial coverage based on factual, interesting, break through, and newsworthy information about your organization, product or service.

Start with community relations: 1.Introduce your barbershop through regional news stories. 2. Gain awareness among community leaders, business and government leaders. 3. Contact all of the other Fraternal organizations in your community explaining who you are, what you do (our unique gift of music in 4-part Barbershop Harmony, preserving an American Art Form) and offer your chapters help and support by singing in any of their functions (meetings, dinners, shows, fund raisers etc)

Our #1 Publicity Hook Internally and externally

Get the word out with A Marketing or Media Kit Press Release Cover Letter Follow-up Web- page Media to copy Print Radio Television Exercise Take ten minutes and build your Media contact sheet wish list (handout)

Media Contact Sheet: Radio AM FM College Television/Cable Local Stations PBS Cable- community Internet All the media to the right has websites that you could post on community calendars or link your website to. On a piece of paper list potential media contacts for your market. Print: Newspapers Local rags Senior papers College papers

Getting the word out Press Release: You need a Hook (a current interesting story which provides a focus for the medias coverage) A good press release is professionally typed and sent out on original letter head. It includes the name of the contact person, phone number and e-mail, the date and the copy : for immediate release. It also, Has a great headline Is double spaced Is clearly interesting A bad press release, one that will end up in the garbage is: Too Long Missing a much needed visual, such as a photograph, which can help tell the story Not news worthy Too soft and self promotional Poorly written with obvious mistakes Is incomplete and lacks valuable information that makes the story interesting Shows little attention to details Arrives late

Getting a reporter to notice Make your press release as professional as possible. Consist of news thats really news. Not just promotional material. (news worthy means something that represents significant progress, has a local angle, is unusual, is timely and important) Contains the name, address, phone number and website of your organization and the contacts name, phone and e-mail address Be short (no more than two pages) Be typed Is spell checked and read over for accuracy

Making sure your press release is News Ready 1. A good release starts with a Headline. A short title at the top tells what the hook is. (Local Singing Group to help feed the hungry) 2.A good release has a lead paragraph that covers the who, what, when, where and why of the interesting subject your sharing with the media. 3.A good release will then follow through on the promise of the headline with a couple more paragraphs.

Include a cover letter A short, clear cover letter will tell the reporter why you think he should write about you. Example: Dear John Smith; I enjoy our feature articles every week in the Post Standard as you bring to light human interest stories within our community. I think your readers would enjoy learning about our service project We sing to feed them all. This is the service project of men within our community that like to sing and will be raising their voices in song to battle hunger this November with all ticket proceeds benefitting the Local Food Bank. The attached press release specifically outlines our plans. You can also visit our website www.harmonykaz.com to read more about our project. We have a media kit that can be forwarded electronically to you if you wish. I will be following up with you shortly.www.harmonykaz.com Best Regards; Ray

your name? your voice part? the chapter you represent? # of year’s in the society?...

Documents

brand brand identity

brand promise

brand passion

brand management

brand equity

brand identity statement

core brand message

valuable brand results