cepsm webinar branding for associations-feb 8 2011_final
TRANSCRIPT
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Welcome – we’ll be right with you
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
earlier at which time we will unmute the lines to take questions.
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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.
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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
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Presenter
Jim MintzManaging Partner
CEPSM
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What we doproduct & service marketing
policy & program marketing
social media engagement
social marketing
sponsorship /partnerships
organizational branding
online strategy planning
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Branding for Associations: Why it has become invaluable
Presented By: Jim Mintz, Centre of Excellence for Public Sector Marketing
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Marketing Quote
“Branding is the most misunderstood concept in all of marketing.”
8
Rob Frankel Branding Expert
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http://www.mikekujawski.ca/ftp/cepsm_branding_ebook.pdf
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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
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HOW DOES BRANDING WORK?
• It is much more than graphics and visuals. • Organizational attitudes and behaviours of
employees commensurate with the brand values.
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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.
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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.
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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,
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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
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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.
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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
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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.
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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.
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STEP 1
DETERMINE BRAND’S PRESENT POSITION AND THOSE OF COMPETITORS
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STEP 2
DECIDE WHERE TO GO AND HOW TO GET THERE
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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
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STEP 3
GET BUY-IN FROM ALL INTERNAL STAKEHOLDERS
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STEP 4
CRAFT THE NECESSARY COMMUNICATIONS /
CHOOSE NECESSARY BRAND ELEMENTS
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STEP 5
INTEGRATE STRATEGY ACROSS SEGMENTS AND
MEDIA ELEMENTS
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STEP 6
GET BUY-IN FROM ALL EXTERNAL STAKEHOLDERS
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STEP 7
PRE TEST
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STEP 8
MONITORING AND BRAND MAINTENANCE
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Six Major Factors to Guide Communications
1. MEMORABLE2. MEANINGFUL3. LIKEABLE4. TRANSFERABLE5. ADAPTABLE6. PROTECTABLE
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How to Achieve Success in Branding
• Senior Management Stewardship• Aligning Business and Brand Strategy• Responsibility and Accountability• Ongoing Performance Measurement and
Feedback
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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!
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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
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Thanks for your time!
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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 [email protected]
Where to find me…
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Questions?