Pathways presentation

Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

Non-Pro�t Programs MarketingAchieving Results Through Branding

Webinar Date:Tuesday, June 14, 2011

Overview:

• What is Branding?

• TOP 5 Aspects of a Successful Brand (relevance to creating e�ective outreach print materials)

• Reference Modules

Learning Objective:

After this webinar you will be able to create improved and e�ective print outreach materials, working with resources available to you, by applying The TOP 5 aspects of successful brands.

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BRANDS are built on what people are saying about you, not what you’re saying about yourself.

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What is

Branding

?

3


“I’m a great dancer.”

Marketing

4


“I’m a great dancer.” “Trust me, he isa great dancer.”

Marketing Public Relations

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“I’m a great dancer. I’m a great dancer. I’m a great dancer.”

Marketing

Advertising

Public Relations

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“I’m a great dancer. I’m a great dancer. I’m a great dancer.”

“I understand thatyou’re a great dancer”

Marketing

Advertising

Public Relations

BRANDING7


What can be branded?

Organizations

Programs

Initiativesand Campaigns

Events

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05 Consistency

04 VisualIdentity

03 Message01 Relevance

02 Audience

The TOP 5 Aspects of a Successful Brand

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05 Consistency

04 VisualIdentity


02 Audience


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01: RELEVANCEDoes your… organization program initiative event … make sense?

• How do you impact a niche audience?

• How are you different?

• Are you offering something new?

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05 Consistency

04 VisualIdentity


02 Audience


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02: AUDIENCEHow well do you know your audience?

• Gender

• Race/Ethnicity

• Location

• Beliefs

• Behaviors, interests, hobbies

• Culture

• Literacy Skills

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05 Consistency

04 VisualIdentity


02 Audience


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03: MESSAGEIs your message clear?

A targeted message is read and absorbed more readily than a generic one.

• Identify and understand your AUDIENCE (outreach clients, supporters, donors, the media)

• Present a clear MESSAGE

• Use the correct TONE

• Tell your audience what ACTIONS to take

• Present your text CLEARLY

- Different text sizes for headings, subheadings and paragraph text

- Use bulleted lists

- Use whitespace and margins

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03: MESSAGEHow can my message be more clear?

• Give the most important information first

• Limit the number of messages

• Tell audiences what they need to do

• Tell your audience what they will gain from understanding and using the material

• Choose your words carefully

✓ WORDS of 1 or 2 syllables

✓ SENTENCES between 8 and 10 words

✓ PARAGRAPHS between 3 and 5 sentences

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03: MESSAGEHow can my message be more clear?

• Give the most important information first

• Limit the number of messages

• Tell audiences what they need to do

• Tell your audience what they will gain from understanding and using the material

• Choose your words carefully

✓ Keep it short

✓ Communicate as if talking to a friend

✓ Avoid talking down to your audience

✓ Use an encouraging tone

✓ Limit jargon, technical or scientific info

✓ Choose words with a single meaning

✓ Be consistent with word use

✓ Use analogies familiar to your audience

✓ Avoid abbreviations or acronyms

✓ Limit use of statistics

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03: MESSAGEWhere do you present your message?

• Mission Statements

• Press Releases

• Brochures, Fliers, Door Hangers

• Websites

• Advertising

• Media Interviews

• Blog Posts, Tweets

• Correspondence

• “On Hold” Messages

• Word of Mouth

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03: MESSAGEPre-test your materials with a samplegroup from your audience

• Readability Level

• Understanding of key messages

• Understanding of calls to action

✓

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Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.20


05 Consistency

04 VisualIdentity


02 Audience


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04: VISUAL IDENTITYPeople attribute personality to servicesand products based on their appearanceand how they interact.

Elements of a Brand Identity:

• Logo Graphic • Color Use • Typefaces • Visual Library - Photos

- Illustrations

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04: VISUAL IDENTITY

TRY IT!Can you identify the followingRETAIL CHAINS based on a partof their logo graphic…


• Logo Graphic

• Color Use

• Typefaces

• Visual Library - Photos

- Illustrations

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04: VISUAL IDENTITY

Keeping your logo graphic frombeing distorted enhances itsability to be recognizedquickly and easily.


• Logo Graphic

• Color Use

• Typefaces


- Illustrations

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Protect your brand from an early demise…

Don’t mess with the logo.

The Stretched or Squished

logoThe Tilted

logoThe Re-colored

logoThe Retyped

logo

The LowResolution

logo

04: VISUAL IDENTITY

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04: VISUAL IDENTITY


• Logo Graphic

• Color Use

• Typefaces


- Illustrations

TRY IT!Match these restaurants with their brand colors… Pizza Hut Chili’s IHOP Dunkin Donuts KFC Burger King Starbucks Taco Bell

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04: VISUAL IDENTITY


• Logo Graphic

• Color Use

• Typefaces


- Illustrations

Using your organization’scolor palette reinforces yourestablished brand

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04: VISUAL IDENTITY


• Logo Graphic

• Color Use

• Typefaces


- Illustrations

Establish a consistent set oftypefaces (fonts) that you usein your materials… and stickwith them!

Serif

Sans-Serif

Display

Script

Ex: Times, Georgia

• Most easily read typefaces• Good for use in paragraph text• 12-14pt (14pt is ideal for older audiences).

Ex: Arial, Trebuchet, Verdana

• Great to show contrast for headlines, subheads and call-out text.• Usually used 2pt larger than paragraph text.

Ex: Trajan, Papyrus, Comic Sans

• Good for conveying a theme• Mostly used sparingly for headlines, where they can be displayed at 18pts or larger.• Always test for readability!

Ex: Mistral, Holly

• Can be VERY difficult to read.• Not for paragraph text.• Alternate idea: Use italicized versions of traditional fonts.

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04: VISUAL IDENTITY


• Logo Graphic

• Color Use

• Typefaces

• Visual Library

Compile a library of stock imagesand photos that you have takenon your own. Reuse illustrationsand icons across your materials.

Illustrations:

Photos:

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05 Consistency

04 VisualIdentity


02 Audience


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05: CONSISTENCY

• Repeat Clear Messages - Objective - Call to Action

• Repeat Visuals - Logos - Colors - Typefaces - Photos - Illustrations

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05: CONSISTENCY AUDIT REVISION

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Free!

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NowAvailable





Get This











CONSISTENT MESSAGE:

CONSISTENT VISUALS: ✓ Logo


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Free!

Call us Today! (888) 555-1212



NowAvailable





Get This











CONSISTENT MESSAGE:

CONSISTENT VISUALS: ✓ Logo ✓ Color


37


Free!

Call us Today! (888) 555-1212



NowAvailable





Get This











• Ut iusto iriure accumsan dignissim iustum, typicus. Duis neque velit delenit oppeto quis mauris fere delenit oppeto.

• Eros duis illum aliquip nonummy quia. Olim, mara accumsan ea ut et brevitas luctus macto.











CONSISTENT MESSAGE: ✓ Content



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Free!

Call us Today! (888) 555-1212



NowAvailable





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Opportunity! Opportunity! Opportunity! Opportunity!

CONSISTENT MESSAGE: ✓ Content ✓ Headline



39


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Call us Today! (888) 555-1212



NowAvailable





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Apply [email protected](888) 555-1212

















CONSISTENT MESSAGE: ✓ Content ✓ Headline ✓ Call to Action



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Free!

Call us Today! (888) 555-1212



NowAvailable





Get This




























CONSISTENT MESSAGE: ✓ Content ✓ Headline ✓ Call to Action

CONSISTENT VISUALS: ✓ Logo ✓ Color ✓ Images


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Opportunity! Check us out Try This Now Take Advantage

Consistent ≠ Repetition



















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05 Consistency

04 VisualIdentity


02 Audience

Organizations | Programs | Initiatives & Campaigns | Events

43


ReferenceModules

Additional reading is available for further exploration into several topics that have been introduced in this presentation. They are available in PDF format and intended to provide a general overview.

m01: Developing an E�ective Message

m02: Writing a Traditional Press Release

m03: The Social Media Release (SMR)

m04: Compiling a Visual Library

m05: Designing a Tri-Fold Brochure

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ReferenceModules


m01: Developing an E�ective Message

Topics Include:

• Understanding Your Audience

• Presenting a Clear Message

• Using the Correct Tone

• Working with Type

45


ReferenceModules


m02: Writing a Traditional Press Release

Topics Include:

• What is a Press Release?

• What is Newsworthy?

• The Structure of a Press Release

• Etiquette for Contacting Reporters

• Emailing a Press Release

• Tips

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ReferenceModules


m03: The Social Media Release (SMR)

Topics Include:

• What is a Social Media Release

• Crafting a Social Media Release

• Distributing a Social Media Release

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ReferenceModules


m04: Compiling a Visual Library

Topics Include:

• Ideal Image Formats

• Working with Illustrations

• Online Resources

• Storage and Sharing

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ReferenceModules


m05: Designing a Successful Tri-Fold Brochure

Topics Include:

• Visual Style References

• Layout Overview

• Margins

• Front Design

• Back Design

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ReferenceModules


Download the Reference Modules Today!

http://tinyurl.com/pop-modules

Also—We recommend this PDF great manual from the CDCwhich addresses the topic of messaging: “Simply Put”

www.cdc.gov/healthmarketing/pdf/Simply_Put_082010.pdf

NOTE: This link will expire in about a week (from 6/12/2011)

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Pathways presentation

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