coe - socia publishing program - branding

Branding 101

OBJECTIVES DREAM BIG

• Student engagement =

• Content =

• Social Engagement =

• Social media reach =

• Sponsors =

• Ads =

–Johnny Appleseed

“Type a quote here.”WHAT ARE YOUR OBJECTIVES? 15MIN - BRAINSTORM OBJECTIVES

2-MIN SHARE YOUR OBJECTIVES WITH THE GROUP

360 Campaign

Events

Social Media

StoryTelling

PR

Engagement

eMail

Print TV

Radio

Space

Website

INPUT

launch campaign

vision

the Startup vision

INPUT

Target Quantity Description Responsbile Party

Text Content

Video Content

Social Media Channel

Engagement

Targets for 2016-2016 INPUT

Target Market Research

من الجمهور المخاطب؟

who are we addressing?

GOV

WEBSITE

Individuals

EcoSystem

Universities

Media

Corporates

MENA Org.

Finance

INPUT

–Johnny Appleseed

“Type a quote here.”WHO’S YOUR AUDIENCE?

15MIN - BRAINSTORM AUDIENCE 2-MIN SHARE YOUR RESULTS WITH THE GROUP

(FILL THE SPREADSHEET)

stakeholder analysis

stakeholder group requirements (Influencers, language, content, engagement type)

Communication: (channel, frequency, call to action..

Arab youth in the Middle East - Universities

FB/Twitter/Instagram/Snapchat - Arabic, english, fun stories

Arab youth in the USA - Universities

Arab youth in the USA - Highschools

University administrators Globally

University Students - Palestine FB / Events / eMails / Raffles / Quizes / WoM

U Administrators - Palestine

Local influencers

Regional influencers

U Professors

News Agencies

EDU Policymakers globally

EDU Donors

INPUT

the content micro cycle

shorter attention spans

Hyper-connectivity

Fragmentation of demand and supplyMiniaturization of content, products, and services

Hyper-transparency

messaging for the shrinking attention span

• CRAFT a strong narrative and have it reverberate across social news streams.*

• SHRINK

• format

• time

• distribution

• authority

• ENGAGE

your message - content basics

• personality!

• visual

• authenticity - in writing

• relevance - to our audience

• consistency - in delivery

• collaborative - mentions

• simplicity - in layout

Marketing Content

Channel Type Responsibilities

Twitter

INPUT

Content Categories

Category Type Sample

INPUT

Content - Style

Style Sample

INPUT

Ripple effect - drive traffic back to your domain

Ed Psych Site

Walter’s hierarchy of needs - the user experience

Walter’s hierarchy of needs - the user experience

include traditional communication channels

+

eMail / Newsletter / Annual Report

Visitors by Country

Channel Current (total) Target

Facebook

Twitter

Linked-IN

G+

Newsletters per group

Media Mentions

Website

Channels – who and how often INPUT

the brand

5

BRANDING OVERVIEW

• Brand for Your Audience’s TasteAsset

Brand Strategy

Naming your site

Your startup brand attributes & values

Sub-brands

Colors, fonts

Style

Tagline

Launch Campaign

Marketing Collateral

Brand Manual

IF YOUR BRAND WAS A PERSON, HOW WOULD YOU DESCRIBE HIM/HER?

BRANDING RESEARCH

• Describe your brand attributes if it was a…Animal Car Family

INPUT

YOUR NAME

Your audience

Your competition

Your sponsors

Available URLsBudget

Your name

BRAND ASSETS

• List your assets, where you’ll use them and their formatAsset Use Format

Logo Website, print, video

INPUT

6 fundamental emotions & (over, under) stimulation.

• Emotion meter:

• happiness (joy, satisfaction)

• surprise (amazement, curiosity)

• anger (rage, annoyance)

• disgust (loathing, boarded)

• sadness (grief, pensive)

• fear (terror, worry)

GOOD NEWS FROM THE MIDDLE EAST

LENA KASSICIEHEn Writer

We are here to capture the vibrant voices of the Middle East. We want to unveil the flavors of its multiple cultures, to celebrate the spirit of its young entrepreneurs, to discover the gems of its environment and the vibes of its booming artists.

We are here to shed light on those invisible heroes crafting the Arab legends our grandchildren will someday read. Our ambitious goal is to inspire, to empower, and to connect our youth with local role models they can look up to.

We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to the world.

We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to the world.We are not just idealistswe know there’s a lot of good We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to ..

TJ MISRAEn Writer

We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to the world.We are not just idealistswe know there’s a lot of good We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to the world.

NOUR ALOULAr Writer

We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to the world.We are not just idealistswe know there’s a lot of good We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to the world.

NAWARA CHAKAKIHead of Operations

We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to the world.We are not just idealistswe know there’s a lot of good We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to the world.

Learn More Learn More

Learn More Learn More

2. train

3. seed

1. create

campaign creation

first: listen

Sample

campaign

implementation

youth volunteers partners

aspirational figures MEDIA

social media manager youth volunteers

5. monitor

4. launch

6. expand

newsletters fb campaigns

advertising SEO

website social media sites

newsletters Social Media campaigns

advertising SEO

social media manager youth volunteers

Sample

MARKETING CAMPAIGN LAUNCH PROCESS

• List the steps to launching your campaignTask Owner Timeframe / date

INPUT

engagement tools• Polls

• Surveys

• Sweepstakes

• Coupons

• User-Generated Photo, Essay, and Video Contests

• Pick your Favorites

• Quizzes

• Trivia 

• Group Deals

• Blogs

• Games

MARKETING MONITORING & REPORTING

• Tools used to monitor and reportTool Use Owner

INPUT

Q3

Project Timeline

Communications workshop

Strategy Outline

Prioritize Stakeholder

Examine exiting channels & create a channel / message

matrix

Draft Communications

Strategy & budget

Develop the brand and Launch Campaign

Training program & Launch campaign

assets

1st phase Feedback & Adjustment first report

Project start

Project End 12 months from

initiation date

Deliverables

Client Review & Input

Incorporate feedback brand outline

detailed launch plan

Implementation oversight, analysis & adjustments

Q1 Q4 2016Q2

Sample

SHARE YOUR TIMELINES

ASSIGNMENT

1.If you don’t have a twitter account, set one up 2.Twitter & Facebook -

1.Share one takeaway from the session with the hashtag #Learn4Life #Palestine

2.Reference someone who inspired you in Palestine and why. use the hashtag #Learn4Life #Palestine & Copy @boostvip

3.Fill out the brand development spreadsheet 4.Contribute Name Options