Branding Your School Foundation

Today’s Presentation

• What is a Brand? • Your Brand Identity • Donor/Customer Service • Networking • Advertising

What is a Brand?

• Name • Logo (Identity) • Tagline/Catchphrase • Graphics • Shapes • Colors • Sounds • Personality • Promise

What is a Brand?

What is a Brand?

• “Never Stop Improving”

• Lowe’s Home Improvement

Exercise: Guess the Brand by its Tagline

• “Makes Mouth’s Happy” • Twizzlers

• “Save Money, Live Better” • Wal Mart

What is Branding?

• “Good to the Last Drop” • Maxwell House

• “It’s Everywhere You Want to Be” • Visa

• “Maybe She’s Born With It” • Maybelline

• “The Ultimate Driving Machine” • BMW

What is Branding?

• Lowe’s Home Improvement • Twizzlers • Wal Mart • Maxwell House • Visa • Maybelline • BMW

Which Brands are More Memorable & Why?

What is a Brand?

• Brand Starts with the Product • What Do Your Customers Really Want? • Book Recommendation: Blue Ocean Strategy

• Brand is the “Personality” of a Product • Book Recommendation: Start With Why

• Brand is About Product Quality • Brand is About Customer Service

What is a Brand? • Purple Cow Concept: What Makes You Different

• Book Recommendation: Purple Cow • Specific Product or Service? • Specific Target Market? • Culture, Values or Passions?

How to Network Successfully

• Have a Game Plan • Choose Three Targets Beforehand (Professions or People) • Connect with Connectors/Influencers • Hunt for Business • Farm for Leads

• Who Do People Do Business With? People they… • Know • Like • Trust

How to Network Successfully Make People Like You

How to Network Successfully Be Memorable

• Tell Your Story • Be Someone They Can Relate To • Have Fun, Be Funny • Establish Trust – Givers Gain

How to Network Successfully

• Following Up • Make Notes on Business Cards for Accurate Recall • Immediate Follow Up w/ Hand-Written Note • Personal Invitation to One-on-One

• The One-On-One – Where the Magic Happens • Network How You Would Date

Network on Off-Hours

• Use Social Media • Facebook

• Follow Brand Pages & Engage With Content • Add Friends if Appropriate • Genuine Birthday Greetings

• Twitter • Listen (Search for Conversations) • Join (Reply & Contribute to Conversations) • Create (Be a Thought Leader, Start Conversations)

Network During Off-Hours

• LinkedIn • Up-To-Date Profile • Establish First-Time Connections • Connect with Recent Connections • Give & Get Endorsements • Read & Share Content • Share Updates • Share Original Content

Advertise Effectively

• Identify Your Goals • Identify Your Audience • Craft Your Message • Evaluate Media Options • Identify Measurement Opportunities • Modify Website to Support Ads • Launch

Advertise Effectively

• Plan Ahead • Create a Calendar/Timeline • Identify Events • Plan Messaging Around Events

• Research & Build Buyer Personas • Who • Their Story • Their Passions

• Use Goals to Build Strong Website CTA

Advertise Effectively

• Understand Media Options • Reach • Cost • Measurability

• Analyze • Response vs. Goals • Areas for Improvement

• Adjust • Fix What Doesn’t Work • Modify Spending According to Results

Questions?

Will Melton will@proximomarketing.com 757.741.8098