http://www.youtube.com/watch?v=JKIAOZZritk

Jeff Ream, MSNorth Tahoe High School, CA

TheCounselingGeek.com

Jeremy Goldman, NCCPikesville High School, MD

#PHSfit

Social Media = Connections and

CollaborationOn Twitter? Check out #scchat and #ASCA14

Marketing is just for business, right?Wrong.

Marketing = AdvocacyMarketing is advocating for PSC’s, our program goals, students, parents, and other stakeholders.

Marketing = AwarenessA strong marketing program promotes a strong comprehensive guidance curriculum. Awareness equals increased use of PSC services.

So Jeff & Jeremy -- What IS marketing??

Everything

ISMark

eting

We hope you are here to learn:

How to begin the process of using branding and marketing to promote your programs.

The differences between branding and marketing and why bother with both.

The steps, tools, and tips we suggest to start, continue, or maximize your efforts for best

results.

Start with the ASCA National Model

While your vision and beliefs reflect your desired outcomes…

...data drives your decision making, and...

The intersection of your foundation and management system starts with your needs assessment.

Use your data:

What major themes do you need to address?What needs the most consistent intervention?HOW CAN YOU SIMPLIFY THIS?

Data Gathering

Think about YOUR schoolWhat does your school/community/student body need to hear the most from your program?

What THREE things would you most like to say to your stakeholders?

Now share your ideas with your neighbor. Go ahead - don’t be shy.

How do you make decisions?Foundation System:

Advisory CouncilAdministrative TeamCounseling TeamDistrict Level Guidance

Start with the end in mind!

What questions drive decisions?What is our end goal?

What does a successful branding/marketing approach produce?

What resources are needed and available?Consider time, funding (if applicable), skills, knowledge, or reach.

Can we predict an barriers to success?Will anyone react poorly to our chosen method of marketing? Will any access of info limitations create problems (no computers or internet, etc.)

Marketing vs. Branding

The Brand is the promise, the big idea, the expectations that reside in each

stakeholder’s mind about a service or school...

Alina Wheeler - Author: Designing Brand Identity(adapted to audience)

...Branding is about making an emotional connection.

Build your brand at the intersection of perception data, process data, and outcome data.

Make that connection between what your clients want and what your clients

need.

Perception

ProcessOutcome

Great

Success!

Branding is what people say about your program when you

are not in the room.Jeff Bezos - Founder - Amazon.com

The Four D’s

Define Design Deploy DetermineDefine Audience

Develop Goals

Define purpose

Needs Assessment

Select marketing focus

Assess Resources

Pick deployment method

Diversify your “Reach”

Begin Marketing

Collect Data/Analytics

Compare goals to data

Determine next steps

Think of the message first.What message are you trying to send?

How will you know that the message was received?

What is the most efficient way to convey that message?

THINK… PAIR… SHARE!

Marketing Your MessageHow will you share that message?● Visibility● Classroom lessons● Posters● Announcements● Social Media● E-mail● Blogging

Marketing something? Maximize Exposure

What data can you gather?

Process dataFollowers, likes, pageviews/visits, emails, etc.

Perception datasurvey results, anecdotal data, conversational feedback

Outcome dataThink back to your originating need. Did you address the need? If not, should you tweak the brand or the marketing?

Did you get “Bad” data?

No such thing as “Bad” dataYour data drives your decisionsand poor results may mean timeto refocus our efforts.*

How can we update ourMarketing approach?

“It is common sense to take a method and try it. If it fails, admit it frankly and try another. But above all, try something.”

― Franklin D. Roosevelt, Looking Forward

Now is the time for questions.If we don’t get to your question

Please email us.

Jeff ReamTheGeek@TheCounselingGeek.com

Jeremy Goldmanjgoldman@bcps.org