BRANDING AND MARKETING Roger Spaw EPISCenter Prevention Coordinator May 23, 2011 EPISCenter Sustainability Training
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BRANDING AND MARKETING
Roger SpawEPISCenter Prevention Coordinator
May 23, 2011EPISCenter Sustainability Training
BRANDING AND MARKETING
Branding Social marketing 101 Raising community awareness Create a demand for services Out of the box examples
SOME BRANDS YOU MAY RECOGNIZE
BRANDING
Strategic branding is the secret to keeping your program on top of peoples thoughts.
Must be clear, consistent, and powerful. Not just a logo, this is the programs visual
identity. True brand includes programs
identity, values, reputation, thevery central idea that theprogram stands for.
BRANDING CONTINUED
Establish touch-points #1 priorityWhat you stand forWho program benefits
or servesMission Vision Elevator Speech Fact Sheet
I AM
Video not available!
BRANDING
Who is your target audience Create an audience profileWhat are their passion pointsWhat/who makes up their communitiesMake a personal connection
SOCIAL MARKETING
Social Marketing – is the planning and implementation of programs designed to bring about social change using concepts from commercial marketing.
SOCIAL MARKETING
Action is the objective The target audience is the focus The exchange is critical Segment Markets Use the four P’s Analyze and beware of competition Monitor and be flexible
THE FOUR P’S
Product Price Places Promote
THE FOUR P’S
Product Create an enticing “Product”. This is the
package of benefits associated with the desired action.
THE FOUR P’S
Price Minimize the “Price” the target audience
believes it must pay in the exchange.
THE FOUR P’S
Places Make the exchange and it’s opportunities
available in “Places” that reach the audience and fit it’s lifestyles.
THE FOUR P’S
Promote Promote the exchange opportunity with
creativity and through channels and tactics that maximize desired responses.
ADDITIONAL P’S
Publics – external and internal groups involved in the program
Partnership – One program can’t necessarily succeed by itself
Policy – Difficult to sustain if there is not environmental support
Purse Strings – Where does the money come from and what are the benefits
SOME FUN EXAMPLES
The Guidance CenterBBBS of Jefferson County
JEFFERSON BBBS
JEFFERSON BBBS
RAISING COMMUNITY AWARENESS
Be prepared Get out in the community
Rallies and fairs Walks and Marches Concerts Sports events
Seek writers Go to town/community/school meetings Join message boards, post comments Become member of local chamber of commerce
CREATE A DEMAND FOR SERVICES
AttentionGet the attention of your audience
InterestMake the person interested in solving a problem or
meeting a need
DesireWhy your program will solve the problem
Action Sign up for the program or service
OUT-OF-THE-BOX
You Tube Video Paint a Mural Social Networks Get free press Host guest speakers Offering
Education/Training Your Ideas?
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