a brand new you! leveraging branding for nonprofits · a brand new you! leveraging branding for...

A Brand New You! Leveraging Branding for Nonprofits

1© The Children’s Institute of Pittsburgh (2012).


April 26, 2012

Helene Conway-Long, MBA, CFREVice President of Institutional Advancement

The Children’s Institute of Pittsburgh

© The Children’s Institute of Pittsburgh (2012)

objective: A brand new you!

Enhance your ability to build and strengthen

your most important asset–your brandyour brand.


branding: Key elements to building a brand.

Discover the authentic meaning of your brandDeliver on the brand promiseGet everyone on the same page with a creative briefCreate internal ownershipMeasure your effectivenessRecognize opportunities— and own themCultivate partnerships to expand your brand reach and influenceLeverage your brand equity for alternative revenue and value




branding:: Perception and reality.

• Stakeholder’s perception• whether accurate or

inaccurateImageImage

• Visual reality• logo, letterhead,

signage, advertising• who you are, values,

quality of services

IdentityIdentity


Branding: Collection of images and ideas.


discovery: The authentic meaning of your brand.

Determine the stakeholders’ perceptions of your brand

ConsumerCategoryCompetitionOrganization




discovery: Key insights.

The organization had gotten lost in the emotion.“Amazing Kids” had become its own brand and was not always associated

ith Th Child ’with The Children’s Institute.Need high impact, high visibility opportunities.Skillfully connect the heart with the hands and head.


HEAD:HEAD:Rational

HANDS:HANDS:Engagement

discovery: The AHA moment.

Value

HEART:HEART:Emotional Value

g gValue


branding: Logo best associated with CI.




ownership: Rally internal brand ambassadors.


Key Consumer Insight/Purpose: The key reason for the brand to exist …the brand’s purpose reveals its motivation

Values: The set of principles that guide the brand’s offering and behavior, and provides a “common ground” for relationships

Personality

platform: Deliver on the brand promise.

Personality

Positioning: The “exclusive” space that the brand occupies in the market relative to competitors…its “authority”

Personality: The human characteristics that bring the brand to life…creating “connecting points” for the customer relationship

Promise: The core benefit that is promised and/or delivered at every opportunity

Purpose

Positioning

Values Promise

Purpose

Positioning

Values

Promise


Personality

• Key Consumer Insight: I can’t imagine who can help (my child, these kids, my case).

• Purpose: To help every child and his/her family experience the best possible life no matter what their health-care challenges might be.

• Values: Family, Individuality, Optimism, Teamwork, Excellence, Imagination, Creativity Hope

platform: Our brand promise.

Purpose

Positioning

Values

Creativity, Hope

• Positioning: The only combination of specialized care, education and long-term planning that helps every child to be amazing.

• Personality: Dedicated, Passionate, Creative, Family-focused, Visionary, Respectful, Resourceful, Professional

• Promise: We’re a place where amazing things happen every single day.




What is our unique value proposition?

What are we promoting?

Why are we advertising?

Who are we talking to?

Wh t d t l t d t?

creative brief: Answers basic questions.

What do we want people to do next?

What’s the right tone of voice?

What is the single, compelling idea to communicate (benefit)?


amazing: Translation to print advertising.


feelings: Evoked from advertising.




outcomes:Don’t forget to measure results.


opportunities: Recognize and own them!





XXXX© The Children’s Institute of Pittsburgh (2012)

“Keep your face to the sunshine and you cannot see the shadow. It’s what the sunflowers do ”It s what the sunflowers do.

- helen keller


Philanthropy and Awareness Bloom Where Planted

2012 National Impact Award for Marketing ExcellenceChildren’s Hospital Association




It all began with a stockade fence…


Objectives::Objectives::

•Raise $1 million•Build awareness in the community


Low cost :: Low cost :: High impact!High impact!




Integrated Integrated Campaign::Campaign::

•Advertising•Interactive•Social Media




•Outdoor•Fundraising•Videos•Events





•A Street Team!


Post Campaign::Post Campaign::

•“Bright Spot on Shady” event•Donor events•Corporate events


A Frog Faux Pas::A Frog Faux Pas::

Facebookcontest




Results::Results::

•Raised $1.3 million•Built awareness in the community

•7.4M impressions•$126K unpaid media value

•Community integration•5,000 visitors



Helene Conway-Long, MBA, CFREVice President Institutional Advancement412.420.2201 :: [email protected] :: e-mail




Resources: Nonprofit branding and marketing.

• Collins, Jim. Good to Great and the Social Sectors (2005). • Daw, Jocelyn, et al. Breakthrough Nonprofit Branding: Seven

Principles To Power Extraordinary Results (2010).• Gobé, Marc. Brandjam: Humanizing Brands Through Emotional

Design (2006).• Gobé, Marc. Emotional Branding: The New Paradigm For Connecting

Brands To People (1999) www emotionalbranding comBrands To People (1999). www.emotionalbranding.com• Goodman, Andy. www.agoodmanonline.com• Miller, Kivi LeRoux. The Nonprofit Marketing Guide: High-Impact, Low-

Cost Ways To Build Support For Your Good Cause (2010).• Ries, Al and Laura. The 22 Immutable Laws Of Branding: How To

Build A Product Or Service Into A World-Class Brand (2002).


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