coe - socia publishing program - branding
TRANSCRIPT
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
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
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
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