branding & marketing your non-profit, in order to set it apart

Branding & Marketing Your Non-Profit, In Order to Set it Apart

mcdougall & duval advertising | Peoples United Bank


Dan Duval, CEO/Creative Director

• 19 years of agency experience

• Past employers include: Costmopolus, Crowley & Daily, McDougall Associates

• Manages all concept development activities

Jeff Bard, Strategic Planner

• 25 years of advertising and direct marketing experience

• Past employers include: Arnold Worldwide, Mullen, Direct Results Group

• Manages all strategic planning procedures as called for:

• Brand positioning plan

• Target audience segmentation

Meet the Team

Branding & Marketing Your Non-Profit


Peter Hale, Director of Public Relations

• 17 years of communications experience, both as a reporter and public relations professional

• Past employers include: Fidelity Investments, inc.com, Perseus Publishing, Adams Media

• Manages all public relations planning, messaging and outreach

Carie Schelfhaudt, Director of Social Media

• Nearly a decade of social media experience

• 6 years professional agency marketing experience

• Active user since the inception of Facebook and Twitter

• Past employers: Communicators International, CD&M Communications, and KG Partners

• Leads all agency social media marketing efforts on behalf of clients, and manages the agency’s Facebook-preferred, third-party social media platform

Meet the Team



Overview


Non-Profit Organization = Business• The Branding Process

• Bringing Your Brand to Life

• It’s Not What You Say, It’s What They Say

• Reinforcing & Protecting the Brand

The Branding Process



Level of Communication



• Rational core message of what your brand represents

• Emotional wrapping communicating the personality of your brand (the look and feel)

• Is it unique, defensible, deliverable and consistent?

• Is it meaningful to customers, employees, prospects and partners?


Developing Your Brand Focus


Car Exercise



Internal

• Interview staff (including creative branding exercises) at appropriate and various levels

• Interview members

• Active

• Inactive or lapsed

• Review competitors

External

• Interview local leaders

• Political

• Business

• Community


Information Gathering


1. In a few sentences, how would you describe ABC

organization?

2. What should be ABC’s short-term goals? Long-term goals?

(new budget test)

3. SWOT analysis…what are ABC’s primary strengths,

weaknesses, opportunities and threats?

4. What should ABC be known for?

5. Why is ABC’s work relevant?

6. How is ABC’s program distinctive?

7. Who is ABC’s target audience? Why should the target

audience care about our organization?

8. Is the “low-hanging fruit” upgrading current members or

acquiring new members?

Sample Questions



9. What’s the biggest misconception people have about

ABC? Biggest surprise?

10. What is the current market perception? What is the

desired perception?

11. Rank your top 5 competitors. What 5 words come to mind

when I say (name each competitor and our organization…

what is your primary point of differentiation against this

group?

12. Rank from 1-10 (1 the lowest and 10 the highest) your

strengths in the following areas

13. (Compare #1 competitor from above)

14. Corporate personality test (celebrity spokesperson)

• Now

• Tomorrow

15. Last thoughtsThe Branding Process

Sample Questions


The sum total of the thoughts,

feelings, associations or

expectations a consumer

experiences when he or she is

exposed to your name, trademarks,

products, services, interactions,

designs and symbols representing

you.

Suggested Brand Positioning



A brand must

• Be singular

• Be donor-driven

• Evoke a broad emotional response

• Communicate a specific rational appeal

A brand position answers:

• Who is our target audience?

• How is our program distinctive?

• What do we want to be known for?

• Why is our work relevant (why should our target audience care)?




Format

• To (the target market), your non-profit is (known for) that (point of difference) and (relevance/care)

• Desirable, Sustainable, Available, Supportable





Making the Positioning Relevant

Bringing Your Brand to Life



Bring Your Brand to Life




Logo: Starbucks Coffee



Logo: Google



Logo: Nike



Logo: The Red Cross



Logo: The Salvation Army



Alive Brands

• Singular

• Evoke emotional response

• Rational appeal



Post-Brand Positioning Plan

Define Branding Needs• Totally redefine

• Message change

• New way to fundraise




Totally Redefined Brand• Logo tired & stale

• Evolve

• Get younger!

• Shake things up internally

• Morale boost


Example: RTN Federal Credit Union




Example: RTN Federal Credit Union – Logo Redesign



Pepsi Evolution




Changing the Message• Recognized logo

• Brand equity

• Need to maximize assets


Logo: IC Federal Credit Union



Example: “The Meaning” IC Federal Credit Union Case Study

The “I”

The “C”

The Attributes


Example: “The Meaning” TV Spot


http://www.youtube.com/watch?v=TY_44BIRvTg&feature=share&list=UUFeKoUJJ_jbFPtic7AIfjvw



Example: “The Meaning Revisited” TV Spot

http://www.youtube.com/watch?v=Hq54bueG670&feature=share&list=UUFeKoUJJ_jbFPtic7AIfjvw


Example: “The Meaning” Print




Example: “The Meaning” Billboard


“The Meaning” Web Banner

Example: “The Meaning” Web Banner/Social Media




Rewards of Branding

ROI: 178 percent in one year• New loans: $3.5 million

• New deposits: $1.7 million

• Translate to donations




New way to fundraise• Organizational shift

• Change the way you raise $

• Completely new idea



JC Penney Then



JC Penney Now


Example: The Salvation Army, “The Army Behind the Army”




New Ideas

Gift ranks• Lieutenant: $1,000 to $4,999

• Captain: $5,000 to $9,999

• Major: $10,000 to $24,999

• Lt. Colonel: $25,000 to $49,999

• Colonel: $50,000 to $99,999

• General: $100,000 and above



New Ideas Pay Off

Results• Year one: $2 million (exceeded goal)

• Year four: Over $5 million



Just Do It

Bringing Your Brand to Life Just do it!

• Get people excited about your brand

• Get people talking

It’s Not What You Say, It’s What They Say



• A simple truth: Campaigning used to be about delivering messages

• Now, it’s about creating personal relationships with brands

• To today’s consumer, conversations are far more important than direct

messages alone

• In order to have these conversations, brand owners need to identify who in

the target audience are the greatest influencers who generate the most

online buzz

• 57% of people talk to other people more online than in real life

• In the world of search engine optimization (SEO), likes are considered the

new links

Brand Ambassadors




Brand Ambassadors


Which social networking sites match your brand personality?




Don’t spread yourself too thin


Brand Consistency




Staff Roles & Responsibilities


Centralized Management Platform



Everything you do right is online

• Smart marketers use social media as a tool for top of mind awareness

• If managed properly, social media should:

• Be the voice of your brand

• Establish you as a subject matter expert

• Make you a resource for relevant newsworthy information

• Allow you to generate leads

• Be a facilitator for online donations and contribution campaigns


Top of Mind Awareness


Reputation Management



Everything you do that is perceived to be wrong is online




“Unleash Your C” Case Study

Reinforcing & Protecting the Brand



Where Are We Headed?




Looking for Ideas



The Offer You Can Make


=

Like Campaigns




Like Campaigns



Brand Compatibility



Protecting Your Brand


PR/media coverage,

Reinforcing Your Brand




Brand Ambassadors


Focus, Fun & Frequency


Q & A


Thank You!


branding & marketing your non-profit, in order to set it apart

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