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JBMediaInstitute.com
Welcome
Strategic Brand Building and
Marketing for Organizations and
Communities
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Please introduce yourself…● Name● Organization/Community● Your #1 reason for taking this track● Top 3 words that describe your brand (i.e. your
region, organization, cause, project, or yourself)
Welcome
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Co-founder and Lead Instructor of theJB Media Institute, LLC
President of Creative Original, Inc.
Sarah Benoit
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Agenda
Day 2● Content Branding Guide ● Strategic Marketing Plans● Digital Marketing Strategy● Quantifying Success
Day 1● Introductions ● Branding and Marketing● Mission and Vision● Audiences
JBMediaInstitute.com
Branding and
Marketing
What Is the Difference between
Branding and Marketing?
Branding and Marketing......are the art of expressing what your community or organization brings to the world and making connections with people who have shared values and goals.
©2018 JB Media Institute LLC
https://www.tronviggroup.com/
©2018 JB Media Institute LLC
Marketing...● may contribute to a brand, but the brand is
bigger than any particular marketing effort.● is actively promoting a product or service. ● is pushing out a message to get sales results
Marketing is tactical.
©2018 JB Media Institute LLC
https://www.tronviggroup.com/
Branding...● should both precede and underlie any marketing effort. ● is not push, but pull.● is the expression of the essential truth or value of an
organization, product, or service. ● is communication of characteristics and values that clarify
what this particular brand is and is not.
Branding is strategic.
©2018 JB Media Institute LLC
https://www.tronviggroup.com/
The brand is what remains after the marketing has swept through the room.
It’s what sticks in your mind associated with a product, service, business, or organization—whether or not, at that particular moment, you bought or did not buy.
©2018 JB Media Institute LLC
https://www.tronviggroup.com/
Basic Brand Guide Logos: color, black and white versions Photos: hi-res and low-resColors: PMS/CMYK for print and RGB/HEX for screensBasic Contact Info: who provides additional graphic assets
©2018 JB Media Institute LLC
Expanded Brand Guide Logos: with and without tagline Photos/Graphics: actions shots, headshots, images with quotes, event or campaign graphics (have versions for print and for e-newsletters, social media, websites, etc)Tone: share at least 5 - 10 words or phrases that describe your brandLanguage: preferred adjectives/nouns/verbs and terminology to avoidMission and Vision Statements: clarify the purpose of your organization or communityAudience Personas: outline the audiences you are hoping to attract Leadership Quotes: quotes from the top 1 - 3 leaders in the organization or community
©2018 JB Media Institute LLC
The Power of Feeling
©2018 JB Media Institute LLC
Make people the center of your
marketing and communications.
Put their experience first.
©2018 JB Media Institute LLC
Neuroscientist Antonio Damasio discovered that when
individuals make decisions, they use the cognitive and
emotional parts of their brain.
When individuals face complex and conflicting choices
they rely on emotional processes even more.
Somatic Marker Hypothesis 1994
Emotion Affects Decision Making
©2018 JB Media Institute LLC
Emotions also help memories more deeply encode in the brain.
The more someone feels about a person, situation, company, or product the more memorable it is.
http://mercercognitivepsychology.pbworks.com/w/page/32235621/Emotion%20and%20Memory
Emotion Affects Memory
©2018 JB Media Institute LLC
If you want your brand, products, services, or programs to be memorable and shareable
then people must feel something.
Branding and marketing are excellent opportunities to share the love, pain, joy,
happiness, struggles, dreams, successes, etc.
©2018 JB Media Institute LLC
“I define connection as the energy that exists between people when they feel seen, heard, and valued…- Brene Brown
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Questions?
“You do amazing things. More people should know.”
JBMediaInstitute.com
Mission and Vision
What are Mission and Vision Statements?
A Mission Statement defines a community or organization’s current and immediate goals and its approach to reach those objectives. It simply explains the organization or community’s reason for existing.
A Vision Statement describes the desired future of the organization or community. Your Mission supports your Vision.
Elements of Mission and Vision Statements are often combined to provide a statement of purpose and direction.
©2018 JB Media Institute LLC
Share your story.
©2018 JB Media Institute LLC
Your vision statement should inspire people to dream; your mission statement should inspire them to action.
Why is Mission and Vision important?
©2018 JB Media Institute LLC
https://ctb.ku.edu/en/table-of-contents/structure/strategic-planning/vision-mission-statements/main
● Identify top priorities and get focused.● Remember what is most important in your daily work.● Give others a snapshot view of whom your group is and what it wants to
do. ● Make it easier to recruit people and partners to join in your effort.● Invite people to take ownership during the development process. ● Attract people with common values. ● Give hope for a better future.● Inspire people through positive, effective action.● Convert a broad vision into more specific, action-oriented terms.● Enhance your organization's image
Mission
©2018 JB Media Institute LLC
https://ctb.ku.edu/en/table-of-contents/structure/strategic-planning/vision-mission-statements/main
A one-sentence statement that grounds your vision in practical terms. Your mission must describe WHAT you are going to do and WHY. Mission statements are concrete and action-oriented.
The mission statement may refer to a problem and, broadly, to how your organization might fix these problems.
Make sure you mission is: ● Concise● Outcome-oriented● Inclusive
Vision
©2018 JB Media Institute LLC
A one-sentence statement that expresses the future you are ultimately working towards. How would the world look if the issues were truly addressed.
There are certain characteristics that most vision statements have in common. In general, vision statements should be:
● Understood and shared by members of the community● Broad enough to include a diverse variety of local perspectives● Inspiring and uplifting to everyone involved ● Easy to communicate
https://ctb.ku.edu/en/table-of-contents/structure/strategic-planning/vision-mission-statements/main
©2018 JB Media Institute LLC
Your vision and mission should both reflect what is most important to your community, region, or team.
Examples
©2018 JB Media Institute LLC
Human Rights Campaign
● M: Working to achieve lesbian, gay, bisexual and transgender equality. ● V: Equality for everyone
Feeding America
● M: To feed America’s hungry through a nationwide network of member food banks and engage our country in the fight to end hunger.
● V: A hunger-free America
San Diego Zoo
● M: SDZ is a conservation, education, and recreation organization dedicated to the reproduction, protection, and exhibition of animals, plants, and their habitats.
● V: To become a world leader at connecting people to wildlife and conservation.
https://topnonprofits.com/examples/nonprofit-mission-statements/
Examples
©2018 JB Media Institute LLC
Oxfam
● M: To create lasting solutions to poverty, hunger, and social injustice.● V: A just world without poverty
National Multiple Sclerosis Society
● M: We mobilize people and resources to drive research for a cure and to address the challenges of everyone affected by MS.
● V: A World Free of MS
The Nature Conservancy
● M: To conserve the lands and waters on which all life depends. ● V: To leave a sustainable world for future generations.
https://topnonprofits.com/examples/vision-statements/
Cabarrus County, NC
©2018 JB Media Institute LLChttps://www.cabarruscounty.us/resources/america-thrives-here
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Questions?
“You do amazing things. More people should know.”
JBMediaInstitute.com
Audience Personas
What are Audience Personas?
● An individual with internal and external features similar to your audience
● A person whose goals mirror your audience● A character who has everyday struggles that
your audience can immediately relate to
©2018 JB Media Institute LLC
“Good marketers see consumers as complete human
beings with all the dimensions real people have.”
- Jonah Sachs
Author of Winning the Story Wars: Why Those Who Tell—and Live—the Best Stories Will Rule the Future
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How to Create Audience Personas
● Age● Gender● Income● Occupation● Education level● Geography● Marital Status
Go beyond traditional demographics...
● Lifestyle● Hobbies● Career goals● Political affiliations● Religious values● Priorities in life● Aesthetic taste● Obstacles● Fears● Assumptions
Why are audience personas
important?
©2018 JB Media Institute LLC
https://coschedule.com/blog/user-persona/
Why are audience personas important?
©2018 JB Media Institute LLC
https://coschedule.com/blog/user-persona/
You’ll be able to:
● see a clearer picture of the external and internal life of your target audiences
● generate more relevant content ideas● write content faster● potentially increase your conversion rates
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Questions?
“You do amazing things. More people should know.”
QUESTIONS?
“You do amazing things.More people should know.”
©2018 JB Media Institute LLC
#d2cc2d
Upcoming Events and Trainings
Our new Introduction to Tourism and Local Marketing course launches this month Sign up today.
Next online cohorts start TODAY and Oct. 8, 2018. Contact Genna at [email protected] for more info.
Next FREE Digital Drop-in is Oct. 3, 2018
Sign up here.
“You do amazing things. More people should know.”
You are the magic.