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Webinar: Branding for Associations Duration: 1:00 – 2:00 p.m. EST

While you are waiting…please call in: Audio Dial-In Number: 1-877-314-1234

or 416-204-9641 (if you are 416 area code) Participant Code: 2573722 NOTE: We will mute all attendees until 2 pm or

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Welcome

Audio Dial-In Number: 1-877-314-1234 or 416-204-9641 (if local to Toronto)

Participant Code: 2573722

Webinar: Branding for Associations Duration: 1:00 – 2:00 p.m. EST Mute: You are on mute until 2:00 p.m. Q&A: Make note of your Questions

Stay for 30 minutes of Q&A at 2:00 p.m.

REGISTER NOW FOR TRAINING ALL YEAR-LONG:

Determining the Value of Your Sponsorships & Partnership Assets [JUNE 22]

TBD [AUG 16] Membership Marketing [SEPT 27] Improving Your Selling Skills [OCT 20] Taking a Marketing Approach to Government Relations and

Advocacy [NOV 10] Implementing and Measuring Low Cost Marketing Campaigns

[DEC 6]

www.cepsm.caAssociation-Trainingwww.actionstrategies.ca

Presenter

Jim MintzManaging Partner

CEPSM

What we doproduct & service marketing

policy & program marketing

social media engagement

social marketing

sponsorship /partnerships

organizational branding

online strategy planning

Branding for Associations: Why it has become invaluable

Presented By: Jim Mintz, Centre of Excellence for Public Sector Marketing

Marketing Quote

“Branding is the most misunderstood concept in all of marketing.”

8

Rob Frankel Branding Expert

http://www.mikekujawski.ca/ftp/cepsm_branding_ebook.pdf

HOW DOES BRANDING WORK?

Brand is built on two levels:

1. Mass level: through advertising, public relations, community involvement etc.

2. Personal level: through client interactions

HOW DOES BRANDING WORK?

• It is much more than graphics and visuals. • Organizational attitudes and behaviours of

employees commensurate with the brand values.

HOW DOES BRANDING WORK?

• Starts inside and moves outward. • Promises worthless without internal practices and

attitudes.• Relationships are priority. • Commitment of every member of organization. • Shared passion.

HOW DOES BRANDING WORK?

• Building a strong brand takes time. • Understand needs, expectations, and experiences of target audiences. • Know your organization.• Branding doesn’t change what you do but how you do it.• Branding is connecting everything you do to an overall brand vision.

HOW DOES BRANDING WORK?

• It’s not about large budgets and major marketing efforts.

• It’s about strategically communicating your brand to clients and stakeholders,

StrategicplanningStrategicplanning

Employeeperformancemanagement

Employeeperformancemanagement

Hiring andretention

Hiring andretention

Marketingcommunications

Marketingcommunications

ResourceallocationResourceallocation

Servicedelivery (sales and operations)

Servicedelivery (sales and operations)

Employeecommunications

Employeecommunications

BrandBrand

Benefits and positive impacts of adopting a branding approach

Benefits and positive impacts of adopting a branding approach

• Product offering may be an idea, a cause, or a service.

• Helps make the intangible more tangible, • Helps associations move into new product lines.

Benefits and positive impacts of adopting a branding approach

• Branding facilitates consensus building by engaging all members of your organization

• There will be an increased level of involvement and buy-in to the entire branding process

HOW TO BUILD YOUR BRAND

Most successful branding efforts start with the development of a sound strategy and plan that takes into account your association’s mandate, employee input, and client/member perceptions.

HOW TO BUILD YOUR BRAND

• Branding process features action plan.

• Validation of proposed direction with clients members & stakeholders.

• 1-2 year implementation plan for communicating and supporting the brand.

• Impact of strategy needs to be monitored.

STEP 1

DETERMINE BRAND’S PRESENT POSITION AND THOSE OF COMPETITORS

STEP 2

DECIDE WHERE TO GO AND HOW TO GET THERE

DECIDE WHERE TO GO AND HOW TO GET THERE

Per

son

alit

y

Benefits/Value

Existing state

Desired state

Currentcharacter

Preferredcharacter

Current value Preferred value

The Gap

STEP 3

GET BUY-IN FROM ALL INTERNAL STAKEHOLDERS

STEP 4

CRAFT THE NECESSARY COMMUNICATIONS /

CHOOSE NECESSARY BRAND ELEMENTS

STEP 5

INTEGRATE STRATEGY ACROSS SEGMENTS AND

MEDIA ELEMENTS

SE

RV

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S

B

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INT

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STEP 6

GET BUY-IN FROM ALL EXTERNAL STAKEHOLDERS

STEP 7

PRE TEST

STEP 8

MONITORING AND BRAND MAINTENANCE

Six Major Factors to Guide Communications

1. MEMORABLE2. MEANINGFUL3. LIKEABLE4. TRANSFERABLE5. ADAPTABLE6. PROTECTABLE

How to Achieve Success in Branding

• Senior Management Stewardship• Aligning Business and Brand Strategy• Responsibility and Accountability• Ongoing Performance Measurement and

Feedback

How to Achieve Success in Branding

• Excel in one Area • Be Realistic • Strategy Before Tactics• Hire Right People• Ensure IMC Supports Brand• Put Brand in Driver’s Seat• Promote! Promote!

REGISTER NOW FOR TRAINING ALL YEAR-LONG:

Maximizing Your Public Relations and Earned Media Potential [FEB 23] Taking a Marketing Approach Towards Corporate Revenue Development [MAR 9] Social Media Marketing: Magnify your org’s online presence [APR 12] Social Marketing and Behaviour Change for Associations [MAY 12] Determining the Value of Your Sponsorships & Partnership Assets [JUNE 22] TBD [AUG 16] Membership Marketing [SEPT 27] Improving Your Selling Skills [OCT 20] Taking a Marketing Approach to Government Relations and Advocacy [NOV 10] Implementing and Measuring Low Cost Marketing Campaigns [DEC 6]

Investment: Choose 1 for $95, 3 for $250, 5 for $395 or 10 for $695

www.cepsm.caAssociation-Trainingwww.actionstrategies.ca

Thanks for your time!

Jim Mintz, Managing PartnerCentre of Excellence for Public Sector MarketingOttawa. Toronto. Regina .Calgary 613.731.9851 ext.18 News Feed (rss): http://feeds.feedburner.com/cepsm CEPSM Website: www.publicsectormarketing.caTwitter: www.twitter.com/jimmintzSubscribe to my blog: www.jimmintz.ca

Feedback: Claire Mills, Vice-President, Professional Development Portfolio, CEPSM clairemills@cepsm.ca

Where to find me…

Questions?