training for newcomers, 9 february 2012 delhi session, 16. 18.01. jan. 2013 valerie bahr...
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Training for Newcomers, 9 February 2012Delhi Session, 16. 18.01. Jan. 2013
Valerie Bahr
Steinbeis-Europa-Zentrum, Germany
The Network as a Brand
Training for Newcomers, 9 February 2012Delhi Session, 16. 18.01. Jan. 2013
1. External Communication
Training for Newcomers, 9 February 2012Delhi Session, 16. 18.01. Jan. 2013
Branding
Brand identity
Training for Newcomers, 9 February 2012Delhi Session, 16. 18.01. Jan. 2013
Branding benefits
Attract new clients Retain clients Boost employee
morale Help relationships
with host organisations
Training for Newcomers, 9 February 2012Delhi Session, 16. 18.01. Jan. 2013
Visual identity
Network name & curve Colours Logo
Training for Newcomers, 9 February 2012Delhi Session, 16. 18.01. Jan. 2013
Relevant network internal Documents• Communication and branding (Annex 3)• Visual Identity Guidelines
Training for Newcomers, 9 February 2012Delhi Session, 16. 18.01. Jan. 2013
Branding toolbox
Brand identity
Visual identity
Web templates and tips
Key messages and values
Images, tools and templates
Guide to social media
Training for Newcomers, 9 February 2012Delhi Session, 16. 18.01. Jan. 2013
Training for Newcomers, 9 February 2012Delhi Session, 16. 18.01. Jan. 2013
Branding toolbox
Training for Newcomers, 9 February 2012Delhi Session, 16. 18.01. Jan. 2013
Consortium website as part of the branding strategy
• Window and gateway to your services and success• Compulsory branding requirements
Training for Newcomers, 9 February 2012Delhi Session, 16. 18.01. Jan. 2013
Contents of a consortium website• Mandatory branding elements• Presenting:
consortium partners Services offered Success stories/Videos News/Events Profiles
…further details in Annex 3
Training for Newcomers, 9 February 2012Delhi Session, 16. 18.01. Jan. 2013
Contents of a consortium website• dedicated Network page on the host
organisation's website• new web communication tools, such as social
networking
• …further details in Annex 3
Training for Newcomers, 9 February 2012Delhi Session, 16. 18.01. Jan. 2013
Mandatory branding elements for the websiteRespect the visual identity:• Network name and curve• Network logo hyperlinked to the main
Network website must appear on all related pages
• Visual elements and colours• Links to the main Network website
Training for Newcomers, 9 February 2012Delhi Session, 16. 18.01. Jan. 2013
Success stories Over 200 submitted
Over 100 being used
Training for Newcomers, 9 February 2012Delhi Session, 16. 18.01. Jan. 2013
Success stories – what is it?A success story should:• result from an eligible activity of a Network partner
responsible for the region where the client is located• clearly describe how the Network partner has helped a
company• clearly demonstrate a positive impact (financial or other) for
the client• feature recent work and current EU programmes;• feature companies that have agreed to publication
Training for Newcomers, 9 February 2012Delhi Session, 16. 18.01. Jan. 2013
Success stories – how to use them on your website leaflets and brochures direct mail to make in press releases to bring them to life in the words of an
entrepreneur …
Training for Newcomers, 9 February 2012Delhi Session, 16. 18.01. Jan. 2013
• Info clip for presenting the Network at conferences, seminars, websites…
Video news releases Conceived for TV stations Present several success stories
Promotional videos
Training for Newcomers, 9 February 2012Delhi Session, 16. 18.01. Jan. 2013
Social media• Effective in raising awareness• Generates traffic to the website• Helps generate Expressions of Interest
(EOIs)• Community based• Good for ideas generation
Training for Newcomers, 9 February 2012Delhi Session, 16. 18.01. Jan. 2013
Communication helpdesk
Forum Communication 300 queries answered in 2011, 90%
closed in two days or less Get in touch!
Training for Newcomers, 9 February 2012Delhi Session, 16. 18.01. Jan. 2013