branding presentation - nnmi - work sample
TRANSCRIPT
March 2015
Network Communications Improvement & Network Branding Next Steps
Dannielle Blumenthal, Associate Director for Communications, AMNPONetwork Meeting of Institute LeadersThe White House | Washington, DC
March 19, 2015
What We'll Cover Today
• Activities Thus Far– Defining Terms– Establishing Goals
– First Steps
• Metrics– Quantitative
– Qualitative
• Future Plans– Guidance Received– New Initiatives
LookingBack
(since Dec. 2014)
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Activities Thus Far: Defining Terms: Foundational
Institute = the individual Institute for Manufacturing Innovation
Network = the infrastructure that connects & supports the Institutes
Program = Institute + Network
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Activities Thus Far: Defining Terms: Terms of ArtCommunications – information flow
Brand – official symbol or identifier of an entity
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Activities Thus Far: Defining Terms: Functional Terms
Network Symbol – official identity symbol at the Network & Program Levels
Interim WordmarkFor Program Office
No EquivalentFor NNMI
Network Communication– information flow at the Network & Program Levels
Activities Thus Far: Establishing Goals
Communication Infrastructure• Institutes -‐ consistent Network info & messaging• Network -‐ sharing best practices• Program -‐ providing info to the public
Strong Brand • Institutes -‐ own brands in their own
contexts• Network -‐ coherent and cohesive entity
• Program -‐ identify itself to relevant audiences
Activities Thus Far: First Steps
Research & Strategic Planning•WH Guidance•Guidance & Input -‐ DOC, FEC, IWT, NIST Public Affairs, AMNPO (plus DOE and DOD)•Brand Capabilities Research•External Consultants for AMNPO -‐ Communication & Web
Network Communication•Testimony, Executive Briefs, Hill Communication, Presentations•Articles for Site Selection Magazine & Commerce Blog•Media Interview with IndustryWeek•Web Enhancements, Twitter, LinkedIn, Email News Bulletin•Institute Conference Call/Yammer Pilot•Common Mission Language (from White House)
Network Branding•Interim Wordmark•Interim Graphical Templates
Activities Thus Far: First Steps: Mission Statement
Program Advance American domestic manufacturing innovation by creating an effective manufacturing research and development infrastructure for U.S. industry and academia to solve industry-‐relevant problems.
Network Maximize the integrated impact of the manufacturing innovation institutes on U.S. manufacturing competitiveness.
Institute Create and strengthen American manufacturing hubs through sustainable industry-‐led innovation institutes that create, showcase, and deploy new capabilities.
Activities Thus Far: First Steps: Key Objectives
R&DBridge the gap from invention to scale production of new processes and materials, each with a distinct technology focus.
Workforce DevelopmentBuild workforce skills at all levels and enhance manufacturing capabilities in companies large and small.
CollaborationDraw together the best talents and capabilities from all the partners to build the proving grounds where innovations flourish and to help advance American domestic manufacturing.
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Metrics: Quantitative• Website Visits -‐ 1275/week (up from 1000/week in January 2015)• News Bulletin -‐ 600 subscribers (up from 57 in Dec. 2014)• Twitter -‐ 41 followers (new account initiated March 2015)• LinkedIn members -‐ 9 (new group account)• YouTube Channel (automated) – 24+ videos
Metrics: Qualitative
• Positive– Immediately "get" the importance of mission & want to help– Quality of communication is high & approach innovative– Appreciate opportunity to share best practices– Customer service level from AMNPO is high; thanks for the support
• Negative– Network mission, function & activities not clear; many unanswered
FAQ– Missing opportunity to establish flag to rally around– Need more information + consistent messaging from Washington– Must clarify roles & responsibilities– Communication function insufficiently resourced
Future Plans
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The Future
Future Plans: Guidance Received
Network Brand (WH 3/15)
Communication Campaigns -‐New
Institutes (DOC 2/2015)
Convene the Network
(R.A.M.I., 12/2014)
Strong Network Brand &
Communication (AMP 2013/14)
Future Plans: Guidance Received: Branding
“Deputies approved that the NNMI Network should have a Network brand and that Network brand should be affixed to each Institute in some manner (with a broad range of possibilities for how to do so).”
“Deputies tasked the interagency team with developing in two weeks a proposal for preparing a specific branding proposal for Deputies to approve.”
“Action: The Interagency Program Offices will develop a proposal for creating a concrete Network and Network affinity branding proposal, with input from the Institute directors and ultimate approval for the brand from Deputies, by March 20" (e.g., ASAP -‐ new deadline TBD)
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Possible Network Brand: “Prodigy” (Concept)
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Sample Affinity Brand Strategy: “Prodigy” (Concept)
Federal ContextAlone
Institute Context Alone
Joint
Future Plans: New Initiatives
Network Communication• Web Upgrade (Pending FY16 Funding/NIST Drupal Upgrade)• Weekly AMNPO Director's Update Email• Monthly Institute Communicator Conference Call• Federal POC for Communication Requests (e.g., Input on Documents)• Possible Additional Social Media Channels
Network Branding• NNMI Rebrand (Specifics Pending FY16 Funding)• Possible National Contest• Promote FEC Speeches & Communications (Web, Twitter, LinkedIn)• Amplify Institute Highlights (Web, Twitter, LinkedIn)
Thank You -‐ Stay In Touch!
Phone: 301-‐975-‐8324Email: [email protected]: www.manufacturing.govNews Bulletin: https://public.govdelivery.com/accounts/USNIST/subscribers/newTwitter: @AdvMfgNPOLinkedIn: http://linkd.in/19nLqvrYouTube*: https://www.youtube.com/channel/UC3BR0b669CaNDbaElsEhJnw/videos*Auto-‐generated