logo is to brand what cow is to herd
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Test Cell Integration and EngineDevelopment Tools
{DATE}
Test Cell Integration and EngineDevelopment Tools
Date
Wendy CorrellExecutive Directorwcorrell@aapsef.org
Logo is to Brand asCow is to Herd
A case study
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Experience Expert
DISCLAIMER
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IS THIS YOUR IDEA OF BRANDING?
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OR IS THIS YOUR IDEA OF BRANDING?
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HOW ABOUT THIS?
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HOW WE SOUGHT TO CONQUER BRANDING.
And why.
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A BRAND IS SOMETHING THEWHOLE ORGANIZATION MUSTLIVE, BREATHE AND
PROJECT.
WHAT IS A BRAND?
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IT IS OURCONNECTION
AND PROMISETO THECOMMUNITY.
WHAT IS BRANDING REALLY?
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FOUR STEP APPROACH.
discover define design deliverWhat thecommunitythinks of us,what we think ofourselves and
how we canmake a greaterimpact.
Where we arein the market,where we wantto be and howto get there.
Where are thedonors and howdoe we attractthem. How welook, speak and
act when we getthere.
Campaignlaunch andcontinualevaluation ofsuccess or
failures.
BRAND DEVELOPMENT PROCESS
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Review existingcommunications strategy plans
Interview board members
Interview current contributors
Interview non-believers
Conduct communications/competitive benchmark audit
Identify operational issues,
SWOTs, and objectives
BRAND DEVELOPMENT
DISCOVER
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How would we describe our bestcontributor:
Length of relationship?
Average donation?
Why did they become involved?
How will we segment our targets? Which are most valuable?
Which have the mostopportunity for growth?
What is the AAPSEF experience?
How do they become interestedin the cause?
What influences them todonate?
What will keep them engagedover time?
BRAND DEVELOPMENT
DISCOVER
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WE WANT TO
UNDERSTAND.
What are our current marketingplans and goals?
How are economic changes
affecting us?
Are there other external factorsimpacting our message?
What are we doing to capitalize onthese trends?
How and with what frequency dowe communicate with supporters?
BRAND DEVELOPMENT
DISCOVER
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What is the vision and long-termstrategic goals for AAPSEF?
Do we have internal consensus ofwho we are, why should you donate toAAPSEF over other non-profits?
What are your competitive strengths
and or weaknesses?
What is the ideal brand personality
for AAPSEF
What does the community think of us?
BRAND DEVELOPMENT
DISCOVER
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In-depth stakeholderinterviews.
Profile current contributorsusing a survey to learn whatmotivates behaviors and theinformation sources theirchoices.
Profile current non-contributors (or those whooppose our efforts) to learnwhat obstacles we face.
Conduct communicationsaudit and competitivebenchmark analysis.
BRAND DEVELOPMENT
DISCOVERY PHASE IMPLEMENTATION
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Establish, refine orunderstand brandplatform
Core values Position Personality
Essence
Define/identify targets(donors/clients)
Define key appeals andmessage strategies
Establish performancecriteria
Develop creative briefs
DEFINE
BRAND DEVELOPMENT
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BRANDPOSITIONING &
PROMISE.How are we better and different
from our competitors? Not justeducational foundations, but non-
profits, PTOs, booster clubs, etc.
Position elements define:
Core offer Core competition
Core target
Key appeals
BRAND DEVELOPMENT
DEFINE
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BRAND DEVELOPMENT
DEFINE
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BRAND DEVELOPMENT
Brand Essence
The quality that most clearlydefines what the brand
means to its most loyalcontributors.
One statement thatsummarizes who
we are and why we
are different. ThinkMission Statement.
DEFINE
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Brainstorm, thinkabout and identifywhat yourpersonality is. Thiswill inform allaspects of the
organizationinternally andexternally.
Brand personality:
passionate? quality? trusted?
Tone of voice:
confident? approachable?
sophisticated?
WE ARE NOT:
cold? cheap? boring?Spendthrifts?
BRAND DEVELOPMENT
DEFINE
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BRAND DEVELOPMENT
MISSIONVISION
TAG LINEGUIDING PRINCIPLE
LOGO
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Visual and verbalbrand language
Application to current
materialsCommunications/medi
a plan
DESIGN
BRAND DEVELOPMENT
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Design a distinct visualand verbal language todemonstrate the positionand personality of
AAPSEF.
Design elements of thebrand such as typography,colors and graphicsshould be considered.
BRAND DEVELOPMENT
DESIGN
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APPLICATION TOCURRENT
MATERIALS.
The design concepts are applied tothe various communicationelements.
Web site
Print Ad
Newsletter
PSA
Social Media
Radio
Billboard Invitations
Correspondence
Annual Report
BRAND DEVELOPMENT
DESIGN
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BRAND DEVELOPMENT
Work with a team of designersto establish the look/feel forthe organization.
Demonstrate applications tocurrent materials, web, radioPSA and print advertisementand e-newsletter.
Communications / media plan
development.
DESIGN
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CampaignLaunch hold aparty
Buzz press
releasesAdjustmentstweak asnecessary
DELIVER
BRAND DEVELOPMENT
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BRAND DEVELOPMENT
DELIVER
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BRAND DEVELOPOMENT
AAPSEF Preliminary FY2009 Advertising Budget AllocationSample Plan A
Print
Ann Arbor Observer - 6 issues $xxx
Jewish News - 6 issues $xxx
Ann Arbor Family 6 issues $xxxx
Business Review 6 issues $xxxx
High School Theater Programs $xxx
Its Not Just for Kids Season Program Michigan Theater $xxxx
University Musical Society Season Program $xxxx
Broadcast
WQKL 8 weeks $xxxxx
Interactive
Possibilities include: Mlive.com, annarbor.com,, annarborchronicle.com, arborweb.com: 4-6 months $XXX
Outdoor
To be determined based on what we are able to get NCdonated from local businesses who are currently
using the outdoor medium.
TOTAL $XXXXX
DELIVER
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BRAND DEVELOPMENT
DELIVER
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BRAND DEVELOPMENT
DELIVER
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BRAND DEVELOPMENT
DELIVER
BRAND DEVELOPMENT
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BRAND DEVELOPMENT
DELIVER
RESOURCES
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RESOURCES
Branding for Nonprofits. Developing Identity withIntegrity. DK Holland
Brandraising. How nonprofits raise visibility and money
through smart communications. Sarah Durham
Guerilla Marketing for Nonprofits. Jay Conrad Levinson,Frank Adkins and Chris Forbes
Nonprofit Tagline Database.http://gettingattention.org/nonprofit-taglines/database/
RESOURCES
http://gettingattention.org/nonprofit-taglines/database/http://gettingattention.org/nonprofit-taglines/database/http://gettingattention.org/nonprofit-taglines/database/http://gettingattention.org/nonprofit-taglines/database/ -
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RESOURCES
How to Develop a Brand for Your Nonprofit.http://www2.guidestar.org/rxa/news/articles/2011/how-to-develop-nonprofit-brand.aspx?hq_e=el&hq_m=904725&hq_l=4&hq_v=8281089040
What Does it Mean to Build a Nonprofit Brand (and WhyDoes It Matter). Database.http://gettingattention.org/nonprofit-taglines/database/
Beyond the Logo Breakthrough Nonprofit Branding.Jacelyne S. Daw, Carol Cone (have not read the book,only read a positive review)
http://www2.guidestar.org/rxa/news/articles/2011/how-to-develop-nonprofit-brand.aspx?hq_e=el&hq_m=904725&hq_l=4&hq_v=8281089040http://www2.guidestar.org/rxa/news/articles/2011/how-to-develop-nonprofit-brand.aspx?hq_e=el&hq_m=904725&hq_l=4&hq_v=8281089040http://www2.guidestar.org/rxa/news/articles/2011/how-to-develop-nonprofit-brand.aspx?hq_e=el&hq_m=904725&hq_l=4&hq_v=8281089040http://www2.guidestar.org/rxa/news/articles/2011/how-to-develop-nonprofit-brand.aspx?hq_e=el&hq_m=904725&hq_l=4&hq_v=8281089040http://gettingattention.org/nonprofit-taglines/database/http://gettingattention.org/nonprofit-taglines/database/http://gettingattention.org/nonprofit-taglines/database/http://gettingattention.org/nonprofit-taglines/database/http://www2.guidestar.org/rxa/news/articles/2011/how-to-develop-nonprofit-brand.aspx?hq_e=el&hq_m=904725&hq_l=4&hq_v=8281089040http://www2.guidestar.org/rxa/news/articles/2011/how-to-develop-nonprofit-brand.aspx?hq_e=el&hq_m=904725&hq_l=4&hq_v=8281089040http://www2.guidestar.org/rxa/news/articles/2011/how-to-develop-nonprofit-brand.aspx?hq_e=el&hq_m=904725&hq_l=4&hq_v=8281089040http://www2.guidestar.org/rxa/news/articles/2011/how-to-develop-nonprofit-brand.aspx?hq_e=el&hq_m=904725&hq_l=4&hq_v=8281089040http://www2.guidestar.org/rxa/news/articles/2011/how-to-develop-nonprofit-brand.aspx?hq_e=el&hq_m=904725&hq_l=4&hq_v=8281089040http://www2.guidestar.org/rxa/news/articles/2011/how-to-develop-nonprofit-brand.aspx?hq_e=el&hq_m=904725&hq_l=4&hq_v=8281089040http://www2.guidestar.org/rxa/news/articles/2011/how-to-develop-nonprofit-brand.aspx?hq_e=el&hq_m=904725&hq_l=4&hq_v=8281089040http://www2.guidestar.org/rxa/news/articles/2011/how-to-develop-nonprofit-brand.aspx?hq_e=el&hq_m=904725&hq_l=4&hq_v=8281089040http://www2.guidestar.org/rxa/news/articles/2011/how-to-develop-nonprofit-brand.aspx?hq_e=el&hq_m=904725&hq_l=4&hq_v=8281089040http://www2.guidestar.org/rxa/news/articles/2011/how-to-develop-nonprofit-brand.aspx?hq_e=el&hq_m=904725&hq_l=4&hq_v=8281089040
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