naeyc personal branding presentation orlando upload version

Karen Nemeth. Ed.M.

Fran Simon, M.Ed.

Engaging early childhood

decision makers

How companies, consultants, and leaders can use Personal Branding strategies

NAEYC Annual ConferenceNovember, 2015

Fran Simon, M.Ed.Engagement StrategiesEarly Childhood Investigations

Karen Nemeth, Ed.M.Language Castle

Us

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SETTING THE STAGE

Section

@ Simon and Nemeth 3

You

Independent consultant, author

Organization/company staff member

Other

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You are here because…

You want to engage early childhood decision makers so

you can…?

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Do you worry ?

Branding is so

commercial!

Personal branding is

like bragging!

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It’s as much about listening and responding as it is about presenting

yourself.8

@ Simon and Nemeth11/20/2015

Branding? Engaging?

Section

@ Simon and Nemeth 9

Branding is……

Branding is the encapsulation of a company’s mission statement, objectives, and corporate soul as expressed through the corporate voice and aesthetic.Margie Clayman

A brand is the emotional relationship between the consumer and the product, you must engage with consumers and build positive brand associations. The deeper the relationship, the more brand equity exists.Neil Feinstein – True North

A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. Seth Godin – Author of Linchpin

30 Branding DefinitionsBy Heidi Cohen

Actionable Marketing Guidehttp://heidicohen.com/30-branding-definitions/

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Word of Mouth

That trainer from last week’s session

really says what she knows and does what she says. Hire her!

“Earned” raves are more valuable than any other intentional strategy you can deploy. Now, how do brands earn raves?11/20/2015 @ Simon and Nemeth 11

Word of Mouth has been around

Forever! (At least since the 70s!)11/20/2015 @ Simon and Nemeth 12

WOW them with WOM!

-Ravtopia Word of Mouth Toolkit

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-Ravtopia Word of Mouth Toolkit

Word of Mouth: People

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Word of Mouth: Love

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Word of Mouth

Social media, articles, blogs, presentations, meetings, in professional development…

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Word of Mouth: Do

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Word of MouthWord of Mouth

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How to build word of mouth

• Be great at what you do.

– Do what you say and say what you do.

– Say and do remarkable things.

• Be real, human, authentic.

• Build relationships to earn evangelists.

• Build upon emotion in all you say and do.

• Align with like-minded respected people and brands.

• Be consistent with your messages.

• Connect: Listen and respond with words and actions.

• Be omnipresent continuously.

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Organizations are mosaicsof the people who work for them-

internally and externally.

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Personal brands are How people perceive you

Do others see a true reflection of you?11/20/2015 @ Simon and Nemeth 21

Judy Jablon clearly articulates what she represents and what specific expertise she possesses.

She authoritatively expresses her philosophies throughout her websites, in person, and in writing.

Represent what you believe:

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Relevant

Sustainable -monigle.com

You

Personal and corporate brands must be…

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Three goals for demonstrating thought leadership

Add authentic value and create genuine trust so your target

audience wants to connect with you and/or your organization.

1

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Goal

Differentiate yourself: Make it clear what makes you or your

organization unique and valuable.

2

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Goal

Make yourself discoverable: It’s not enough to be good – people have

to be able to find you!

3

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Print Mail Ads

Email

Promo blasts and content

SEO, SEM and Digital Ads

(PPC)

PR

Presentations

Exhibits

Conference Networking

Inbound Techniques

Social media

WebinarsFree ContentWriting articles, books, blogs

TwitterFacebookBlogLinkedInYouTubeOnline ChatsPinterestBlogs Website

Being discoverable

Your brand as itappears to the world11/20/2015 @ Simon and Nemeth 28

http://is.gd/S0f3b4

Adapted from Christopher Mengel

1. What is your mission?

2. Do you have logos, website, visual materials, photographs? What else?

3. What are your products and/or services?

Ask these questions to define your brand

4. What are the benefits of working with you?5. What you stand for?

6. To whom do You offer products and services?

7. What is your voice in writing and in person?

8 What makes you and your offerings special and unique?

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1) Your personal mission statement

2) The benefits of working with you

3) Your unique value proposition

…and share with neighbors

Time to reflect…

Right here, right now!

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IDENTIFYING YOUR AUDIENCE

All Early Childhood Educators and organization are not the same

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Market Segments and funding streams

Pre-k

Child CareHead Start

BlendedPrivate

•USDOE > States •Low income families

•USHHS > Grantees >Delegate Agencies•Low income families

•Tuition•CCDBG > States> programs•TANF>States>Subsidies•Corporations•Military

BlendedPrivate

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What are his/her:

• challenges?

• highest priorities?

• needs?

• preferences for selecting products, services, consultants?

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• Challenges?

• Needs?

• Requirements for adoption?

Child Care Administrator11/20/2015 @ Simon and Nemeth 34

Know the landscape

What’s going on

with:• competitors

• research

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Listen to the landscape• Google alerts

• surveys

When you read or meet, do you think, “How does this relate to

my brand objectives?11/20/2015 @ Simon and Nemeth 36

Well, in addition to sessions, we should

network, gather “intel” about our niche and competitors, and make our expertise

shine.

What should we do while we are at the

conference?

Now is the perfect time to get started branding yourself.

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Ready to Be a Thought Leader

• http://amzn.to/1YbqPhO

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The Start-up of You

• http://amzn.to/20U1QC4

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All Marketers Tell Stories

• http://amzn.to/1Qosb7m

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Karen Nemeth. Ed.M.Karen@LanguageCastle.com

LanguageCastle.com

@KarenNemethEDM

Fran S. Simon, M.Ed.Fran.Simon@EngageStrat.com

EngageStrat.com

EarlyChildhoodWebinars.com

@FSSimon

Questions

?