ncea 2011 new orleans branding: creating the “buzz” presented by chris hagerty...
TRANSCRIPT
NCEA 2011New Orleans
“The art of marketing is the art of BRAND BUILDING. If you are not a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner.”
Philip KotlerStrategic Marketing for Educational Institutions
NCEA 2011New Orleans
“The most powerful and enduring brands are built from the heart–if people believe they share values with a company, they will stay loyal to a brand.”
Howard Schultz
Chairman and CEO, Starbucks
NCEA 2011New Orleans
A brand is …
an organizational PROMISE
a mark of trust
your institutional DNA
NCEA 2011New Orleans
Your Brand must be:•Reliable
•Dependable
•Predictable
•Consistent
•Authentic
•Unique
NCEA 2011New Orleans
Branding is creating an associative memory:
• Frequency
• Consistency
• Anchoring (Secret Formula’s of the Wizard of Ads)
NCEA 2011New Orleans
The objectives of a good Brand:•Delivers the message clearly
•Confirms your credibility
•Connects your target prospects emotionally
•Motivates the buyer/donor
•Solidifies user loyalty
NCEA 2011New Orleans
Word-of-Mouth MarketingBuilds Great Brands
Customer Satisfaction
Repeat Business
Referrals
NCEA 2011New Orleans
A Brand Promise is supported by three key brand management principles:
• Identity / Positioning – determining what you
want your promise to be • Communication – creating an expectation in the
customer’s mind of what the promise is• Operations – delivering the promise
NCEA 2011New Orleans
Developing Strategic Messages/Developing Strategic Messages/Communications AuditCommunications Audit
Start by asking yourself questionsStart by asking yourself questions
• WHO?WHO? Who are we? How are we perceived? How do we wish to be perceived?
• WHAT?WHAT? What distinguishes our school? What makes it special? What are our goals? What are we trying to do?
• SO WHAT?SO WHAT? Why is this important, and why should it matter to those whose support we desire?
NCEA 2011New Orleans
Create your own identity through a positioning statement.
Ex: “Cathedral Prep: Developing men of vision in spirit, mind, body.”
NCEA 2011New Orleans
Communications / PR:
“Informing”
Key Points of Emphasis:
• Internal Communications
• External Public Relations
• Core Components
NCEA 2011New Orleans
Internal Communications
Types:
• Newsletters to Parents (i.e. Friday Folders)
• Newsletters/Magazine to All Constituents (2-4 times a year)
• Advancement Notes updating the faculty and staff
• “Pastoral Letters” twice a year to all constituents
NCEA 2011New Orleans
External Communications
Types:
• Parish Bulletins
• Web Page
• Press Releases
• Greeting Cards at Easter and Christmas
• Marketing Materials
• Signage on and off School Property
• Advertising
NCEA 2011New Orleans
Core Components for External Communications
Questions to Ask:
• What is my Vision?
• Who is my Audience?
• What is the Content?
• What is the Design?
• How should it be Distributed?
• What is the Frequency?
NCEA 2011 New Orleans
Keys to SuccessKeys to Success• Have a clear missionHave a clear mission
– Be clear about school identity and direction• Have a planHave a plan
– Be clear about what you want to achieve, set objectives, and develop a roadmap
• Have a messageHave a message– Be strategic– Be focused and consistent– Be smart: Understand target audience(s) and what motivates them
• Have funHave fun– Be creative; try new approaches
• Have a budgetHave a budget! ! (Yes, it takes money to raise money!)
NCEA 2011New Orleans
YOU CAN MAKE A
DIFFERENCE IN SHAPING YOUR
SCHOOL’S BRAND!