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Deck presented to college access and education professionals at the Washington College Access Network conference 3-28-12. Content includes how-to's on branding, brand identity, and social media.


  • 1. JUST DO IT.EFFECTIVE BRANDING & SOCIAL MEDIA STRATEGIES Alison Eldridge, Information Specialist Washington State GEAR UP & College Access Challenge Grant
  • 2. Who We Are.Washington State GEAR UP and the Washington College Access Challenge Grant are federally funded college access programs administered by the Higher Education Coordinating Board.
  • 3. Presentation Overview Brand Identity What is it? Why does it matter? How do I do it? Social Media What is it? Why does it matter? How do I do it? Takeaways
  • 4. Section I: Brand Identity
  • 5. What is a Brand? A brand is a collection of perceptions in the mind of the consumer.
  • 6. Attitude branding is the choice torepresent a larger feeling, which is notnecessarily connected with the productor consumption of the product at all.Marketing labeled as attitude brandinginclude that of Nike, Starbucks, The BodyShop, and Apple.
  • 7. What is Brand Identity? The outward expression of a brand including its name, trademark, communications, and visual appearance is brand identity.
  • 8. Why Does it Matter? "A great brand raises the barit adds a greater sense of purpose to the experience, whether its the challenge to do your best in sports and fitness, or the affirmation that the cup of coffee youre drinking really matters." Howard Schultz (president, CEO and chairman of Starbucks)
  • 9. Your Brand Tells Your Story. Who are you? What do you do? What are your goals? What do you stand for?
  • 10. Brand Attributes Brand attributes are the functional and emotional associations assigned to a brand by its constituents. Brand attributes can be either negative or positive, and can have different degrees of relevance and importance to different customer segments, markets, and cultures. Brand attributes are the basic elements for establishing a brand identity.
  • 11. Identify Existing Materials Logo Brochures Posters/flyers Newsletters/e-newsletters Website Research reports Strategic plan
  • 12. Our Logos
  • 13. Our Publications
  • 14. Other Materials
  • 15. Identify Existing Brand Tagline. Key messages. Fonts. Color scheme. Brand guidelines.
  • 16. Tagline An easily recognizable and memorable phrase which often accompanies a brand name in marketing communications programs. The brand slogan and tagline helps customers to remember the brand and reinforces mental associations.
  • 17. Top 10 Taglines of the 20thCentury1. Diamonds are forever.2. Just do it.3. The pause that refreshes.4. Tastes great, less filling.5. We try harder.6. Good to the last drop.7. Breakfast of champions.8. Does she ... or doesnt she?9. When it rains it pours.10. Wheres the beef?
  • 18. Our TaglineCollege: My dream. My plan.
  • 19. Key Messages Are the main points you want your audience(s) to take away from every interaction with your program. They: Should vary by audience. Should be concise. Should be conveyed in all materials.
  • 20. Key Messages: Students You can go to college. A postsecondary degree gives you more choices, more opportunities, and more control over your future. Continuing your education is exciting and rewarding. It is never too soon to get ready for college. Having a plan to prepare, apply for, and enter postsecondary education is just as important as good grades, high test scores and extracurricular activities. There are adults in your school and community who care about your future and can help you
  • 21. Key Messages: Parents Your student can continue their education after high school. Its ok if you dont know where to begin. Its ok to ask for help in preparing your child for postsecondary opportunities. GEAR UP staff want to help your child create a plan to prepare for, enroll in, and succeed in postsecondary programs.
  • 22. Key Messages: Public Every student can, and should, continue their education beyond high school. Parents want the best education available for their children. Parents who have not attended college may need your help to make college a reality for their student. Most students and parents dont know where to begin. This is one of the biggest obstacles that keeps students from completing their postsecondary education.
  • 23. Our Brand Attributes Energetic Knowledgeable Supportive Invested Understanding Diverse Fun
  • 24. MissionMission or Purpose is an exactdescription of what your programdoes. It is the definition of why yourprogram exists. Each staff member ofyour organization should be able toverbally express this mission.
  • 25. Who are you? Washington State GEAR UP is afederally funded program designed toincrease awareness and access topostsecondary educationalopportunities for students from low-income and/or minority backgrounds.
  • 26. What Do You Do? We increase the number of students from low- income and minority families who prepare for and enroll in postsecondary education. We provide direct early intervention services to students in high-need communities. We provide financial literacy and aid information to students and parents.
  • 27. What Is Your Goal?All Washington students areacademically and financially preparedto enter and complete postsecondaryeducation.
  • 28. What Do You Stand For? We focus on students who are underserved and underrepresented when planning for postsecondary education. We believe that students who start early have a better chance of entering postsecondary programs and completing their degrees. We believe that personal relationships fuel a students desire to pursue education after high school and are just as important as good grades and financial resources.
  • 29. How Do I Build My Brand?Achievable objectives for your brand: Delivers the message clearly. Confirms your credibility. Connects with your audiences emotionally. Motivates your audiences to do something.
  • 30. Brand Building in Action Video available at
  • 31. Using Social MediaEffectively
  • 32. What is Social Media? A broad term used to define website and web applications where you have social interactions around a media form (text, images, audio, video, or any combination of them). Examples of social media include blogs, online forums, social networks, Wikipedia and so on. Source: http://www.dailyblogtips.com/the-bloggers-glossary/
  • 33. Quiz Time!Facebo MySpac LinkedIn YouTub Twitterok e eGoogle + StumbleUpon Flickr Foursquar Delicious e Instagram Pinteres Wikipedia Tumblr t
  • 34. Why Does it Matter? http://www.youtube.com/watch?v=3SuNx0UrnE o
  • 35. Social Media Can Help You: Build awareness. Develop and strengthen relationships with partners, constituents, policy-makers, and influencers. Better understand your constituents. Improve customer service. Identify new ideas, trends, and best practices. Increase web site traffic. Improve search engine rankings.
  • 36. Where Do I Start? Identify your social media audience(s). Choose the appropriate channel/site for your message. Set-up your accounts. Listen. Engage.
  • 37. Social Media Audience Students Parents School personnel Policy-makers Partners & community members General public
  • 38. Choose YourChannel
  • 39. And then Listen to the folks you follow. Learn the lingo. Learn the etiquette. Participate in conversations. Start Tweeting!
  • 40. Cultivate a Following Congressman Fattah US Dept. of Ed staff Radio reporters Seattle PI reporter Lumina Foundation Gates Foundation USA Today
  • 41. Spread Your MessageFollow the 60-30-10 rule: Thats 60% retweets and pointers to promote items from other users or sites, 30% conversation and responses, 10% announcements and events. If all you ever talk about is you, no one is going to pay attention after a while.Have one regular, daily tweet Consider sharing a Photo of the Day or Tip of the Day. It gives you a chance to link back to your website or blog. Source: http://www.socialbrite.org/2011/10/03/24-best-practices-for-nonprofits-using-twitter/
  • 42. Make it Easy Find tool that help you manage your social media presence. Create a social media strategy and stick to it. Develop a content plan so youre never at a loss for words. Link everything together to promote all of your social & traditional media & information channels. Evolve with technology.
  • 43. Resources www.mashable.com www.stumbleupon.com www.delicious.com www.brandingstrategyinsider.com www.brandingserved.com www.entrepreneur.com/marketing/branding/ind ex.html www.flowtown.com
  • 44. Ask MeAlison EldridgeInformation SpecialistWashington State GEAR [email protected]/[email protected]/alison_at_gearup