HelloInternational Center

of Worcester

It’s nice to meet you.

About Us.• Paris Marketing is a Worcester-based, creative agency that caters

to the business development and marketing needs of small to mid-sized professional service companies & non-profit organizations.

Agenda.• The Purpose of Branding in today’s

NGO Environment

• Content Marketing – What Works and Why

• Understanding How and What to Measure

• Q&A

Name that Brand:

What is a Brand?• “A name, term, design, symbol or any other

feature that identifies one organization’s goods or services as distinct from others.”

(American Marketing Association)• A promise to deliver a specific set of features,

benefits and services

(Philip Kotler)• A psychological construct or perception held in

the minds of consumer audiences • Answers the question: “Who, what and why?”

OLD PERCEPTION BRAND NEW PERSPECTIVE

Logo DefinitionStrategic Asset that embodies the mission & values

Fundraising & PR Goal Mission Impact

Competitive advantage Positioning Clarity & Effective Partnerships

One-way projection of a specific image Communications Participative Engagement

Donors Audiences Internal & External Stakeholders

Marketing & Communications

Organizational Home

Executive Board & Brand Ambassadors

Money & Expertise Requirements A brand management mindset

Brand Paradigm Shift.

The Value of Brand.• Increasingly, decisions about support are often a function of

what the public thinks a non-profit is doing more than what it actually knows about what the organization is accomplishing. Clear brands help:• Simplify decision making • Communicate & elicit responses & emotions• Build cohesion internally and trust externally• Help in the acquisition of financial & human resources • Embody and articulate the organization’s mission, values,

and strategy• Drive organizational cohesion • Position the organization for partnership/collaboration

IDEA Framework.• Enter the IDEA Framework; the result of an 18-

month research project led at Harvard University’s Hauser Center for Nonprofit Organizations and collaborators at the Rockefeller Foundation

• Main drivers of the IDEA Brand Framework:• Social Media• Dialogue and engagement

• Partnerships• Growing realization that one social goals can’t

be achieve alone

IDEA.• Integrity

• Aligning brand with mission and values, and aligning identity and image

• Democracy• Engaging stakeholders in articulating and

communicating the brand; building brand ambassadors• Providing guidance rather than strict controls

• Affinity• Using brand to attract and add value to partnerships in

service of shared goals

Using IDEA to Craft A Clear Brand Design.

IDEA Brand Cycle.• IDEA brand models are both driven by, and act as a primary

drivers of internal definitions and external perceptions to create a virtuous cycle that strengthens and reinforces itself with each success.

IdentityImageCohesionTrust

CapacityImpact

Positioning

Leverage

Repetition

When the organization’s values and mission are consistently aligned with its brand identity, and when this identity is consistently aligned with the external image, the nonprofit brand is able to establish a clear, distinct, consistent, and credible position in the minds of both internal and external stakeholders.

Brand Integrity

Know who you are, what you do, and why it

matters

Brand is aligned with mission, values and

strategy; internal identity and external image are

aligned

Connected to strategic planning process

Rebrand if confusion, or when perception and

organizational reality are misaligned

Brand Democracy

Process of participative engagement

Empower brand ambassadors

Encourage them to share their stories

Provide templates and guidelines, avoid policing

the brand

Brand Affinity

Identify and attract partners to work toward

shared goals

Share assets freely

Share credit generously, promote partners’ brands

Brand Management.• The overarching

goal is to deliver meaningful brand experiences that are rooted in deeply held values, aligned with organizational strategy, and put in direct service of your mission.

BRANDEXPERIENCE

BRANDDESIGN

BRANDLANGUAGE

Brand Language that Helps Achieve an Exceptional Brand

Experience.

Content Marketing.• What is Content Marketing? • A strategic marketing approach focused on

creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive action. The content is valuable in of itself.

• Social media platforms are a great way to provide content marketing.

Which Social Media Platforms Should You Use?

Fa cebook Twitter YouTube L inkedI n I nst a g ra m Goog le+ Pint erest

96 93

77

65

58

39 36

70

51

45

39

29

22

13

In North America: Facebook, Twitter, and YouTube continue to be the three most often used social

media platforms. Usage Effectiveness

Social media marketing vs. Traditional marketing.

Direct Mail Broadcast TV Magazine Newspaper Radio Billboards Social Media$0

$10

$20

$30

$40

$50

$60 $57

$28

$16 $16

$10

$5 $3

Cost per 1,000 impressions

Social Media Tactics to Help Increase Content Effectiveness.

• Visual Storytelling. Visual content drives engagement. NGOs have some incredibly compelling stories to share

• Build a Community. SM communication tends to be organic. This fluid exchange offers a unique opportunity for nonprofits to directly nurture an involved community of followers and to announce events and fundraisers

Social Media Tactics to Help Increase Content Effectiveness.

• Grow Your Email List. Use social media to encourage subscriptions to your newsletter.

• Embed Facebook Posts. Allows supporters to engage with your Facebook page or posts directly on your website or blog.

Social Media Tactics to Help Increase Content Effectiveness.

• Build influence. # Hashtags make it possible to stream tweets relating to a particular topic or event, enabling you to create, join or follow conversations. This is an incredibly powerful tool to find relevant audiences and communities, and then build a presence or influence within them.

• Track Trends. Twitter is an excellent way to discover what’s happening, both locally and globally.

Social Media Tactics to Help Increase Content Effectiveness.

• Humanize your brand

• Involve your supporters

• Share a fact about your cause

• Say thank you

• Show your achievements

• Demonstrate your impact

• Highlight your volunteers

“The Big Dig”: • Video diary of a project to bring safe water to

two villages in Malawi (Bokola and Kaniche)• Videos of the people in the villages and their

stories• Real-time updates of the wells’ construction

and actual dig• Included the moment when the borehole was

dug and clean water arrived

• Raised £2.5 million

• £75,000 raised directly from the digital channels

• Reached over 1.5 million Twitter accounts

Results.

Content Take Aways.• Be authentic with your content.• When Creating Content, Ask: “What’s the purpose of this content?”

• To excite them into taking action?• To entertain?• To educate?• To inspire?• To reinforce your brand message?

Understanding If You Created An Exceptional

Brand Experience.

Driving visitors to your website & social media.

• Website

• Optimizing for search engines

• Tracking and adjusting

Best In Class Websites.• Are responsive • Make it easy for users to find what it is they are

looking for• Have call to actions throughout their pages• Have social media embedded

• Promote events & news• Have contact forms that integrate with CRM to keep

subscriber lists current

Examination of a Good Site.

Website Check Up.

Search Engine Optimization.• Titles, keywords, permalinks, meta

descriptions • Constant rich content • Sitemap• Submit sitemap to search engines

Search Engine Optimization.• Meta description example:

Tracking and Adjusting Best Practices.• Set up a metrics to track analytics on social media

and website• Google Analytics, Facebook Analytics, Twitter Analytics,

LinkedIn Analytics• Analyze data• Adjust marketing based on insights discovered (Times

posting, type of content with high engagements, platforms that are working vs. not)

Thank you.

www.paris.marketing

(508) 480-5266

info@paris.marketing