A Brand New You! Leveraging Branding for Nonprofits
1© The Children’s Institute of Pittsburgh (2012).
A Brand New You! Leveraging Branding for Nonprofits
April 26, 2012
Helene Conway-Long, MBA, CFREVice President of Institutional Advancement
The Children’s Institute of Pittsburgh
© The Children’s Institute of Pittsburgh (2012)
objective: A brand new you!
Enhance your ability to build and strengthen
your most important asset–your brandyour brand.
© The Children’s Institute of Pittsburgh (2012)
branding: Key elements to building a brand.
Discover the authentic meaning of your brandDeliver on the brand promiseGet everyone on the same page with a creative briefCreate internal ownershipMeasure your effectivenessRecognize opportunities— and own themCultivate partnerships to expand your brand reach and influenceLeverage your brand equity for alternative revenue and value
© The Children’s Institute of Pittsburgh (2012)
A Brand New You! Leveraging Branding for Nonprofits
2© The Children’s Institute of Pittsburgh (2012).
branding:: Perception and reality.
• Stakeholder’s perception• whether accurate or
inaccurateImageImage
• Visual reality• logo, letterhead,
signage, advertising• who you are, values,
quality of services
IdentityIdentity
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Branding: Collection of images and ideas.
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discovery: The authentic meaning of your brand.
Determine the stakeholders’ perceptions of your brand
ConsumerCategoryCompetitionOrganization
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A Brand New You! Leveraging Branding for Nonprofits
3© The Children’s Institute of Pittsburgh (2012).
discovery: Key insights.
The organization had gotten lost in the emotion.“Amazing Kids” had become its own brand and was not always associated
ith Th Child ’with The Children’s Institute.Need high impact, high visibility opportunities.Skillfully connect the heart with the hands and head.
© The Children’s Institute of Pittsburgh (2012)
HEAD:HEAD:Rational
HANDS:HANDS:Engagement
discovery: The AHA moment.
Value
HEART:HEART:Emotional Value
g gValue
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branding: Logo best associated with CI.
© The Children’s Institute of Pittsburgh (2012)
A Brand New You! Leveraging Branding for Nonprofits
4© The Children’s Institute of Pittsburgh (2012).
ownership: Rally internal brand ambassadors.
© The Children’s Institute of Pittsburgh (2012)
Key Consumer Insight/Purpose: The key reason for the brand to exist …the brand’s purpose reveals its motivation
Values: The set of principles that guide the brand’s offering and behavior, and provides a “common ground” for relationships
Personality
platform: Deliver on the brand promise.
Personality
Positioning: The “exclusive” space that the brand occupies in the market relative to competitors…its “authority”
Personality: The human characteristics that bring the brand to life…creating “connecting points” for the customer relationship
Promise: The core benefit that is promised and/or delivered at every opportunity
Purpose
Positioning
Values Promise
Purpose
Positioning
Values
Promise
© The Children’s Institute of Pittsburgh (2012)
Personality
• Key Consumer Insight: I can’t imagine who can help (my child, these kids, my case).
• Purpose: To help every child and his/her family experience the best possible life no matter what their health-care challenges might be.
• Values: Family, Individuality, Optimism, Teamwork, Excellence, Imagination, Creativity Hope
platform: Our brand promise.
Purpose
Positioning
Values
Creativity, Hope
• Positioning: The only combination of specialized care, education and long-term planning that helps every child to be amazing.
• Personality: Dedicated, Passionate, Creative, Family-focused, Visionary, Respectful, Resourceful, Professional
• Promise: We’re a place where amazing things happen every single day.
© The Children’s Institute of Pittsburgh (2012)
A Brand New You! Leveraging Branding for Nonprofits
5© The Children’s Institute of Pittsburgh (2012).
What is our unique value proposition?
What are we promoting?
Why are we advertising?
Who are we talking to?
Wh t d t l t d t?
creative brief: Answers basic questions.
What do we want people to do next?
What’s the right tone of voice?
What is the single, compelling idea to communicate (benefit)?
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amazing: Translation to print advertising.
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feelings: Evoked from advertising.
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A Brand New You! Leveraging Branding for Nonprofits
6© The Children’s Institute of Pittsburgh (2012).
outcomes:Don’t forget to measure results.
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opportunities: Recognize and own them!
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© The Children’s Institute of Pittsburgh (2012)
A Brand New You! Leveraging Branding for Nonprofits
7© The Children’s Institute of Pittsburgh (2012).
XXXX© The Children’s Institute of Pittsburgh (2012)
“Keep your face to the sunshine and you cannot see the shadow. It’s what the sunflowers do ”It s what the sunflowers do.
- helen keller
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Philanthropy and Awareness Bloom Where Planted
2012 National Impact Award for Marketing ExcellenceChildren’s Hospital Association
© The Children’s Institute of Pittsburgh (2012)
A Brand New You! Leveraging Branding for Nonprofits
8© The Children’s Institute of Pittsburgh (2012).
It all began with a stockade fence…
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Objectives::Objectives::
•Raise $1 million•Build awareness in the community
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Low cost :: Low cost :: High impact!High impact!
© The Children’s Institute of Pittsburgh (2012)
A Brand New You! Leveraging Branding for Nonprofits
9© The Children’s Institute of Pittsburgh (2012).
Integrated Integrated Campaign::Campaign::
•Advertising•Interactive•Social Media
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© The Children’s Institute of Pittsburgh (2012)
Integrated Integrated Campaign::Campaign::
•Outdoor•Fundraising•Videos•Events
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A Brand New You! Leveraging Branding for Nonprofits
10© The Children’s Institute of Pittsburgh (2012).
Integrated Integrated Campaign::Campaign::
•A Street Team!
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Post Campaign::Post Campaign::
•“Bright Spot on Shady” event•Donor events•Corporate events
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A Frog Faux Pas::A Frog Faux Pas::
Facebookcontest
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A Brand New You! Leveraging Branding for Nonprofits
11© The Children’s Institute of Pittsburgh (2012).
Results::Results::
•Raised $1.3 million•Built awareness in the community
•7.4M impressions•$126K unpaid media value
•Community integration•5,000 visitors
© The Children’s Institute of Pittsburgh (2012)
© The Children’s Institute of Pittsburgh (2012)
Helene Conway-Long, MBA, CFREVice President Institutional Advancement412.420.2201 :: [email protected] :: e-mail
© The Children’s Institute of Pittsburgh (2012)
A Brand New You! Leveraging Branding for Nonprofits
12© The Children’s Institute of Pittsburgh (2012).
Resources: Nonprofit branding and marketing.
• Collins, Jim. Good to Great and the Social Sectors (2005). • Daw, Jocelyn, et al. Breakthrough Nonprofit Branding: Seven
Principles To Power Extraordinary Results (2010).• Gobé, Marc. Brandjam: Humanizing Brands Through Emotional
Design (2006).• Gobé, Marc. Emotional Branding: The New Paradigm For Connecting
Brands To People (1999) www emotionalbranding comBrands To People (1999). www.emotionalbranding.com• Goodman, Andy. www.agoodmanonline.com• Miller, Kivi LeRoux. The Nonprofit Marketing Guide: High-Impact, Low-
Cost Ways To Build Support For Your Good Cause (2010).• Ries, Al and Laura. The 22 Immutable Laws Of Branding: How To
Build A Product Or Service Into A World-Class Brand (2002).
© The Children’s Institute of Pittsburgh (2012)