Branding It’s not just for Four-Legged animals Todd E. Siebels Marketing/PR Chairman Carolinas District of Kiwanis

Branding

It’s not just for Four-Legged animals

Todd E. SiebelsMarketing/PR Chairman

Carolinas District of Kiwanis

Marketing and Branding CAN work for Kiwanis!

Marketing serves to build recognition and awareness. While, branding serves to differentiate a product, program or an organization through creating a unique service proposition.What makes Kiwanis recognizable/memorable?

What makes Kiwanis unique?Why do we exist?Why should someone join Kiwanis?

Kiwanis Defining Statement

“A global organization of volunteers dedicated to changing the world one child and one community at a time.”

Do something different

Chinese ProverbBehold the turtle. He makes progress only when he sticks his neck out ...

Keep doing what you are doing – keep getting what you are getting.

Be willing to try something different.

Using Media to Spread the Word

NewspapersCommunity Bulletins

MagazinesRadio

TelevisionInternet

Developing a new branding campaign

Tool Kits for Clubs:•Marketing and Public Relations Handbook•Promotional Materials, Print Ads and Billboards•Public Service Announcements for Radio and TV

Implementing a strategy…

• Identify a chairman and a supporting team• Develop a marketing and branding

strategy supported through a Public Relations campaign

• Get started!

FREE Advertising Methods

• Newspaper / press release– Submit articles with a photo to

newspaper every opportunity – Letter to the Editor

– Do not get discouraged.

– They never print what they don’t receive - keep sending!

Public service announcements

Download PSAs and give to your local media

They will play it – if you give it to them.

Radio / PSA

TV

• Local talk showsbe a guest on your community talk show. Tell them about the benefits Kiwanis brings to the community.

• News - members appear on TV to give information on upcoming Kiwanis events.

…Connect with the audience’s emotions

…Convey visual images through words and photos

…Celebrate success and show results

A good story will…

Deadlines, lead times and beats, oh my!

Understanding the Media

Message Preparation

• Describe / Differentiate Concisely

“Every year, Kiwanis clubs donate over $100 million and sponsor over 150,000 service projects that include…”

• News was news• News was mostly local-regional• The established media determined

what was important/relevant• Individuals relied on a few media

outlets to stay informed

Twenty Years Ago

The Media Environment

• News is “Info-tainment”• News goes global instantly• The Internet grants individuals

access to a sea of information and opinions

• Word-of-mouth has gained credibility over wide stream media

Today

The Media Environment

Resources available to help you spread the word:

You Are Not Alone

• Tag.editme.com • PR and Marketing

Handbook• One Can Make a

Difference Toolkit• www.kiwanis.org• Kiwanis International

staff

Get a GEEK

• Produce website

• Division photo gallery

• E-mail updates to membership and past visitors of upcoming speakers and events

• Monthly newsletter online

• E-mail summary of what happened at the meeting for those not able to attend.

Other Ideas - Spread the word

• Be a speaker at organizations to inform them of Kiwanis and it’s mission– American Legion– Senior Groups– Church Groups– Parent Teacher Associations– Book Clubs

Other Ideas

Billboards

• Clubs in your division pay for local billboards. Leads generated are given to the clubs that participated financially.

• Cost $45 per sign displayed for 1 month.• Outdoor sign companies are happy to

display on unsold spaces.• Generic or customize / design your own.

Other Ideas - Recruit New Members

• Send letters to local businesses explaining why they need to be represented in a local Kiwanis club

• Visit local business owners with the same message

• Add visitors to the mailing list.• Post website on all materials.

Other Ideas - Participate in charity events

– Relay for life– March of Dimes– Children’s Miracle Network– Special Olympics– Always have members wear something to

identify themselves as Kiwanians

Other Ideas - Give Certificates of Appreciation

• CertificateMaker.com– Print “Thank You” certificate– Include a Kiwanis sticker– Buy frames from Dollar Store– Present to businesses for appreciation

Other Ideas - New Citizen Packet

Club brochure w/contact information to give to new residents.

When have events, post flyers in businesses and schools.

Include information about how to become a member. “Come join in the fun!”

“You are invited!” Example: Hand out cards while ringing bell for Salvation Army.

Other Ideas - Speaker Gifts for $2.50

• Get nice hardback books from the Dollar Tree.• Put a Kiwanis sticker in back of book with club

name and logo presented in honor of Guest Speakers Name

• Donate book in their name to a school library.

Other Ideas You are Invited!

• VistaPrint.com• Only pay shipping

Resources

• Download this presentation, links, PSAs, website templates and sample forms at:

• www.PCPKiwanis.com/CarolinasDistrict/

Live out of yourimagination, not your

history.

- Stephen Covey

Good Luck!

Life’s Little Instructions…

When meeting someone you don’t know well, extend your hand and give them your name. Never assume they remember you even if you’ve met them before.


Have a firm handshake


Look people in the eye.


Buy whatever kids are selling on card tables in

their front yards.


Stand at attention and put your hand over your heart when singing

the national anthem.


Be punctual and insist on it in others.


Be kinder than necessary.


Never cut what can be untied.


Wave at children on school buses.


Be as friendly to the janitor as you are to the chairman of the board.


Buy ladders, extension cords, and garden hoses longer than you think you’ll need.


Show extra respect for people whose jobs put dirt under their fingernails.


When there is a hill to climb, don’t think that waiting will make it smaller.


Answer the easy questions first.


Buy raffle tickets, candy bars and baked goods from student who are raising money for school projects.


When there is a piano to be moved, don’t reach for the stool.


Never ignore evil.


Encourage anyone who is trying to improve mentally, physically, or spiritually.


Remember that great love and great achievements involve great risk.


When you see visitors taking pictures of each other, offer to take a picture of their group together.

Thank you!

Todd E. Siebels

(252) 321-3226

[email protected]

Documents

Branding It’s not just for Four-Legged animals Todd E. Siebels Marketing/PR Chairman Carolinas District of Kiwanis