branding on a budget

Branding on a Budget

presented byBrian Arndt / PresidentZeh Arndt Creative

Today’s Presentation

Agency Introduction

What is branding and why is it important?

How can you brand on a budget?

Case Studies: Burrito Boarder / Head Start

How can you start branding right now?

Questions and Answers

Who we are.

who we are / our agency

Owners | Casey Zeh and Brian Arndt

Opened for Business | August 1999

Team Members | 15

Services Branding

Creative Development

Traditional Advertising

Non-traditional Advertising

Guerilla Marketing

Social Marketing

Public Relations

Media Planning and Placement

who we are / our agency

International Accolades

2009 US International Film and Video Festival

First Place, Gold Camera Award

2009 Telly Awards

2008 Sports Emmy

Addy Awards

AMPIA Awards

New York Festivals Awards

London International Award

and past judge of Clios

Who we serve.

who we serve / from big businesses

ESPN

who we serve / to small businesses

BURRITO BOARDER

who we serve / from Calgary

ALBERTA TOURISM

who we serve / to Clearwater

ECKERD YOUTH ALTERNATIVES

who we serve / North America

STARKIST

who we serve / Europe

SWISS SOLAR SYSTEMS

what we do.

what we do

We build brands by bringing to life the

core beliefs, purposes, features and

differentiating characteristics of businesses,

organizations, products, services and people

through disruptive, compelling, enduring

and endearing messages.

simply put, we build brands.

What is branding?

what is a brand

A brand is everything.

It is your image, your voice, the first and last

impression you communicate to anyone and

everyone that comes into contact with you

and your business.

what is a brand / it’s your building

Bayfront Medical Center

what is a brand / it’s your building

Cafe Alma

what is a brand / it’s your people

Kentucky Trust Bank

what is a brand / it’s your people

ESPN | X Games 15

what is a brand / your process

Pinellas County Head Start

what is a brand / your process

Burrito Boarder

what is a brand / every communication

Great Explorations


Baxter Medical


Burrito Boarder

Why is branding important?

why is branding important?

Branding brings your mission to life.

For your consumers. And for everyone

that plays a role in your company.


It unifies your message.

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It enables you to shape and control the image of your company right from the start

versus allowing the media and general public perception shape it for you.


It allows you to take ownership of a field of expertise, an emotion and/or a market.


It gives you a platform to launch all your internal and external inititatives.


Your brand says, this is what we stand for.

This is what we do. This is how we do it. And

this how we can make your life better. AND,

because of what our brand represents - and

the fact that we can deliver on this promise -

this is why we can do it better than our

competition.

Why is it important to invest in branding your new company?

why is branding important for you?

A properly crafted brand will raise:

Awareness Sales Investor Interest Distribution Possibilities Goodwill Morale


Recently one of our clients stated,

“We want people to know who we really are and what we really do.”


Proper branding will accomplish that for you quickly and succinctly.

T A P A S W I N E B A R G R I L L E

Once your brand is created, what do you do?

Deliver on your brand promise.

what do you do now?

You tap into every viable medium to reach your audiences, spread the word, build momentum and create a movement of public awareness, appreciation, advocacy and loyalty.

what do you do now?

A quick checklist of inexpensive branding: Name Logo ID Package Website Social Marketing Public Relations Grassroots Initatives Create Simple New Trial Campaign

Case Study: Burrito Boarder


BUSINESS HURDLEThe owners of 10 Cici Pizza franchises, Giorgio and Lisa Bertrand, created their own concept and launched it in arguably the worst time of year in Florida (June, 2008) and the worst economic climate in 30 years. As a result, their sales were below projection and remained flat for the first six months of business.


CONSUMER INSIGHTS“I’ve never heard of Burrito Boarder.”


BRAND TRUTHBurrito Boarder is an all-natural, action-sports themed version of Chipoltle. Our food, service and atmosphere are superior to any other “burrito joint” in the industry.


The Strategy: Fresh Mex. Tasty Vibe.

Leveraging Burrito Boarder’s two key unique selling points - all natural mexican food in a cool, young, hip atmosphere - Zeh Arndt Creative developed a new branding platform and retail strategy utilizing in-store signage, traditional mediums and new technologies to spread the word.

At every customer touchpoint possible.


In-Store Branding


Regular Offers


Giveaways


Promotions


Special Services


Apparel


website

But how did we build brand momentum?

what do you do now?

Tactic #1: New Trial

With 100 restaurants within downtown St. Petersburg, competition is fierce. Telling people how great our food, service and experience is great, but we don’t have the money to conduct a massive ad buy.

So, let’s pay for our audience to try us out.

what do you do now?

Introducing Dollar Taco Tuesdays

what do you do now?

The OfferEvery Tuesday after 2pm, tacos are only a buck.

The Elements• One ad in the Weekly Planet• Weekly email blasts via The LaBudde Burg Blast• Sidewalk Boards• In-Store Signage• Flyers Handed out at First Friday Events• Home Page Banner• Twitter Blasts• Recruited customers to be our soldiers

what do you do now?

The Results• The ROI on this promotion was over 400%

• Taco Sales on Tuesdays tripled

• Overall sales went up 40% within the first 3 months of the promotion

• Higher ticket item sales also increased

• Awareness increased dramatically

• New trial consumers became regular customers

• Existing customers became fans

How do we achieve this success?

We created a vision. Together.

Creating a vision for your company

We conduct Two Vision Workshops with upper managment discussing such topics as

who we’re talking to what do they think about us what do we want them to think about us and how will we get that message across


We do our homework. Researching,

Your Company Your Competitors Your Industry Trends Audiences Other Influences


Day Two Vision Workshop

Review the information we have collected We discussit, refine it and use it help us create a Positioning

Statement and Branding Platform Then we create a Disruptive brand platform that enables us to

outperform industry conventions

Case Study: Pinellas County Head Start

Creating a vision for Head Start

PCHeadStart.com(866) FOR-LIFE

HEAD START | EARLY HEAD START | FRIEND OF FAMILIES

CLEARWATER DUNEDIN LARGO PINELLAS PARK ST. PETERSBURG TARPON SPRINGS

Their head start is your head start is Pinellas County’s head start.

ads

I learned to spell my name.That’s my head start. - Kazzy Z.

The head start you and your child needs is just a phone call away. By

providing at-risk pre-school children and their families the education, life

skills training and medical care they need, Pinellas County Head Start is

strengthening our community - one family at time.

To see if your family qualifies for this FREE government program, call (866) FOR-LIFE or visit us at PCHeadStart.com. And give your family the head start it needs.

HEAD START | EARLY HEAD START | FRIEND OF FAMILIES


banners and posters


family portraits


brochures

A head start for every family whose determination is as great as their need.

HEAD START | EARLY HEAD START | FRIEND OF FAMILIES FOUNDATION

Their head start is your head start is Pinellas County’s head start.

HEAD START | EARLY HEAD START | FRIEND OF FAMILIES FOUNDATION

Good Samaritan727-544-3658 6085 Park Blvd.Pinellas park, FL 33781NAEYC Accreditation

Family Services727-895-45021900 12th St. SouthSt. Petersburg, FL 33705

Forest Hills727-323-79183600 Fairfield AvenueSt. Petersburg, FL 33711 NAEYC Accreditation

French Villas727-546-3680 6835 54th Avenue North St. Petersburg, FL 33709NAEYC Accreditation

Jordan Park727-327-41442390 9th Avenue SouthSt. Petersburg, FL 33712NAEYC Accreditation in process

McCabe727-867-4390 2800 26th Avenue SouthSt. Petersburg, FL NAEYC Accreditation

William S. Fillmore Jr. 727-823-74911900 12th Street SouthSt. Petersburg, FL 33705 NAEYC Accreditation

Woodlawn727-827-1016 513 15th Street NorthSt. Petersburg, FL 33712 NAEYC Accreditation

Tarpon Springs727-938-4919516 South HueyTarpon Springs, FL 34689 NAEYC Accreditation

Clearwater Center727-443-3575701 N. Missouri AvenueClearwater, FL 33755 NAEYC Accreditation

Friendship Center727-462-8323802 Turner StreetClearwater, FL 33756 Fax: 727-462-8323NAEYC Accreditation

High Point727-535-500915495 58th Street NorthClearwater, FL 33764 NAEYC Accreditation

Issay M. Gulley 727-441-98011045 Dr. Martin Luther -King Jr. Ave.Clearwater, FL 33755

Reconciler727-442-2006915 Drew StreetClearwater, FL 33755NAEYC Accreditation

Sanderlin727-443-7582920 Palmetto StreetClearwater, FL 33755 NAEYC Accreditation

Dunedin727-580-1649421 Main StreetDunedin, FL 34697 NAEYC Accreditation in process

Family Services727-584-6945 UP CTY, Rainbow Village12351 134th Avenue NorthLargo, FL 33774

Rainbow Village727-585-274513409 Adams Circle, #252BLargo, FL 44774NAEYC Accreditation in process

Eight Domains of Learning

The curriculum addresses all aspects of development and learning including:

Approaches to Learning

Mathematics

Creative Arts

Physical Health & Development

Language Development Science

Literacy

Social & Emotional Development

Head Start centers are conveniently located throughout Pinellas County.

Disabilities Evaluation and IEPEach child with a disability receives a comprehensive evaluation and an Individual Education Program (IEP) de-veloped by a team of professional diagnosticians and the child’s parents. Therapy and prescriptive programming are provided with assistance from other agencies. The Head Start / Early Head Start philosophy is that every child learns more readily when involved in a group, so children with disabilities are not separated from other children.

TransitionA Transition PKP Steering Committee consisting of rep-resentatives from Head Start, the Pinellas school system, et al maintain a written transition agreement. This agree-ment enables a smoother transition from Head Start to public school for both parents and children.

TransportationTransportation is provided to all children to and from Dental appointments and for field trips. All vehicles are operated by State of Florida certified drivers. Parents are encouraged to participate as riders on the buses.

Child OutcomesThe requirements for child observation and ongoing as-sessment continue throughout the child’s enrollment in the program. The Galileo system of electronic manage-ment of learning is used to assure the documentation of positive child outcomes. Staff and parents can follow the

child’s progress and experiences, and to provide more meaningful curriculum experiences that support each child’s individual learning and development. The Creative Curriculum is used in each classroom as a base for the guidance of preschool learning experiences. The Growing Great Kids Curriculum is used in the EHS home based program to enhance parent-child learning experiences.

Resource CenterA wealth of educational materials is housed in six resource rooms. Some resource materials are books for children and adults, records, educational games and toys, program materials, resource films and cassette tapeThese materi-als are available for use by Head Start / Early Head Start teachers, parents, children, and other staff.

IndividualizationTeachers plan learning experiences and environments and use teaching strategies in a thoughtful and intentional way to support and extend children’s learning. They work on organizing children’s learning so that experiences build on one another helping children to acquire key ideas and skills.The teaching teams build children’s approaches to learning throughout the program day and across planned and spontaneous experiences. Children are seen as individuals and the setting and strategies adapt to the individual levels and interests of the children.


website


and much more to come.

How can you develop your own brand on a budget?

where do you start?

Establish your business goals Establish a budget or work with a professional advertising agency

or consultant to establish your budget Determine your vision Create a brand strategy that helps you achieve that vision

Promote, grow and live your brand every day.

Brian Arndt, President Zeh Arndt Creative

(727) 498-5549 | [email protected]

Thank you.

mailto:[email protected]

mailto:[email protected]

branding on a budget

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