This document discusses branding for small nonprofits. It begins with a brand awareness quiz to assess how well an organization understands its brand. It then discusses key branding concepts like defining an organization's values and personality. The document also provides a case study of a small nonprofit called Pacific Crest that improved its branding through clarifying its message and developing new branding materials. In the end, it argues that small nonprofits can benefit from branding by reflecting their strategy, mission and values to both internal and external audiences.
The document discusses personal branding strategies for early childhood decision makers. It begins by explaining that personal branding is about how people perceive you and ensuring others see an accurate reflection of who you are. The document then discusses defining your brand through your mission statement, expertise, and values. It emphasizes differentiating yourself from others and making yourself discoverable to potential customers through various online and offline strategies. Finally, it prompts attendees to reflect on their personal mission statement, value proposition, and unique benefits to define their own personal brand.
This document discusses branding strategies for non-profit charities. It notes that non-profits have limited resources but committed employees and donors expect ethical fund management. It recommends that branding should align with the organization's mission and leadership should define goals for 1, 2, and 3 years. Suggested branding choices include corporate fundraisers, partner events, newsletters, PR if possible, government communication, employee events, innovative products, and scorecards linking branding to employee performance. Non-profits can also use free online toolkits and develop internal branding protocols.
The Role of Marketing in the Charitable SectorKatie Sanders
A workshop held at the Involve 2010 Annual Conference, to encourage delegates to consider the various marketing tools, and marketing promotional tools available for their use.
This "brand 101" session is designed to help nonprofit leadership and board members understand the basic concepts around developing and maintaining a strong brand.
The document provides information about Big Brothers Big Sisters, a non-profit organization that provides mentoring for children facing adversity. It discusses the organization's mission to provide professionally supported 1-to-1 mentoring relationships, their target markets which include young professionals, empty nesters, and college students, and their branding focused on starting something big for children. It outlines marketing challenges of connecting children to volunteers while maintaining safety, a need for more male mentors, and getting people to take action. The annual marketing plan and keeping a consistent message are also summarized.
When you think ‘branding’ you probably think of company brands, but each of us has a personal brand (whether we like it or not!). Most people haven’t consciously created them; nonetheless, they exist.
In this interactive session, Jess Jeary will be offering strategic insights into why personal brand matters and how you can improve, reshape and strengthen it.
The session is particularly useful for business owners and professionals who want to raise their visibility and credibility.
Identify your purpose and values, and explore how you can share your story to achieve greater personal success.
Build Your Website For Students, bit.ly/17nov-pbs. Use this canvas for self awareness of your talents and skills. Adapted from Business Model of You, CC BY-SA 3.0, http://businessmodelyou.com.
The document discusses thought leadership strategies for building credibility and branding. It defines thought leadership as demonstrating industry knowledge, communication skills, expertise, experience, and being a news generator. The goals of thought leadership are to generate brand awareness, demonstrate vision and drive, build a positive reputation, and emphasize knowledge and credibility. It recommends educating the industry, defining constituents, contributing to conversations, and leading by example as thought leadership strategies.
Social Media SOS: What to Do When Your Small Business Social Media Efforts Ar...Stacey King Gordon
This document provides tips for small businesses on using social media effectively. It begins by stating that many small businesses see no return on investment from social media. It then lists dos and don'ts for social media marketing. The dos include discovering your brand voice, treating platforms distinctly, inviting interaction, being generous with content, focusing on relevant networks, and thinking locally. The don'ts include lacking goals, duplicating content, abandoning channels, and treating channels in isolation. The document concludes by profiling a jeweler's social media use and providing recommendations.
How to Interact With the Right CustomersNate Smith
Your brand has a specific archetype that influences your message both internally and externally. It also influences how your brand gains and interacts with customers. In the webinar, we focus on the following:
What is a brand voice?
What are you saying and how are you saying it?
How your brand archetype can grow your business
Is it interacting with the right customers?
The document discusses the importance of personal branding and how to build your personal brand. It states that we are all CEOs of our own companies, called "Me Inc.", and our most important job is to market the brand called "You". It then provides guidance on focusing on your core competency and strengths, packaging yourself appropriately, leveraging your network, and persevering to develop your personal brand over time. The overall message is that personal branding allows you to control how others perceive you and that you should start developing your personal brand today.
The document outlines a methodology for defining a brand's heart, which consists of its promise, values, and character. It discusses discovering a brand's essence through analyzing customer insights, functional benefits, and emotional rewards. The strategy stage involves articulating the brand promise, values, and character based on these discoveries. Finally, the shape stage develops ideas to bring the brand to life and make its heart visible to audiences. The presentation proposes applying this process to define a regional brand heart for Strauss by conducting market research, workshops, and developing a brand heart concept over 12-14 weeks.
The document discusses personal branding, defining it as the process of differentiating oneself by identifying and communicating a unique value proposition through a consistent message and image. It outlines a four step process for developing a personal brand, including discovering one's brand promise, developing brand attributes and messaging, communicating the brand, and maintaining the brand over time. The benefits of personal branding are that it creates differentiation, improves confidence, increases visibility, and helps one achieve goals and choose assignments.
This document discusses branding and marketing strategies for organizations. It defines branding as going beyond just a name or logo to represent a consistent set of visuals, language, and messaging. The document outlines steps to develop an organizational brand such as identifying target audiences, their needs and hot buttons. It also discusses communicating the brand through appealing to different learning styles, considering competitors, generating referrals, and justifying purchases. Overall, the document provides guidance on understanding audiences and building a brand identity through consistent messaging.
Building your personal brand online: Need, scope and the meansSOCXO
Building a strong personal brand online involves establishing your unique values, abilities, and areas of expertise so that others recognize your professional identity. It is important for better business opportunities, job prospects, and partnerships. To develop your personal brand, create a blog and website, be active on social media by posting regularly and engaging with others, set goals to measure your progress, and focus on quality connections rather than just growing your network. Personal branding is about authentically representing yourself, not about privacy or gaming the system for superficial gains.
Before you start the activities that communicate/promote your brand (branding), it's important to establish what your brand actually means; the type of product/service to which it adds value; what it stands for; its point of view and how -- and to what extent - - it really differs from other brands (establishing the brand). I'm in the UAE (Abu Dhabi) and interested in working in Training/Instructional Design. E:mail: orxil(at)yahoo.com
I spoke on the topic of personal branding October 18th in Calgary at the GBTA Energy and Resource Symposium. This presentation is relevant to anyone looking to enhance their own professional personal brand to capture more career and business opportunity.
Our branding presentation was created to help people understand who we were and why it would benefit community groups to partner. It's been a successful and engaging tool when meet new companies and soliciting interest in our nonprofit community center.
Red Rooster Group Nonprofit Branding ProjectsHowardAdamLevy
redroostergroup has been helping nonprofits with marketing for 16 years. They combine branding, marketing, and design experience with knowledge of the nonprofit sector. They understand challenges nonprofits face like increased competition, less funding, apathetic public, and increased demand with less resources. They can help with branding, websites, promotions, fundraising, and more. They have helped over 50 organizations including advocacy, health, education, social services, and Jewish nonprofits. One example is helping the Jewish Community Center of Mid-Westchester improve their branding, clarify their message, establish departmental branding, develop branding standards and templates, and create an in-house publication system.
How does your organization stand out and demonstrate your unique value? How do you raise more funds, engage more supporters and volunteers and promote your important cause? With over 2 million organizations in North America competing for shrinking dollars and consumer share-of-mind, it’s vital that nonprofits have a compelling and focused brand.
A strategically built and managed brand is one of the most overlooked and cost-effective ways a nonprofit can create value, improve its effectiveness, and rise above the crowd in a complex and competitive marketplace. Learn how you can turn your brand into a strategic competitive advantage that will transform your organization and the way people view and support it.
The document discusses branding and social media strategies for non-profit organizations. It begins by defining what a brand is, noting that a brand is more than just a logo - it is a strategic point of view that creates customer value and competitive advantage. It emphasizes that in the age of social media, brands should become platforms for social exchange that allow stakeholders to actively participate. It recommends that non-profits rethink their perspective to focus on how they enable people to help, not just on fundraising. It also stresses the importance of listening in social media and organizing brand messages by audience, relevance and context. Finally, it encourages non-profits to think creatively about new ways of achieving their goals using techniques like design thinking.
LinkedIn 101: Create a Profile and Learn the Basics!LinkedIn for Good
LinkedIn is a professional social media platform that aims to connect its members to economic opportunities worldwide. It has the largest professional network globally. The platform allows users to create profiles showcasing their work history, education, skills and interests to find jobs, business opportunities, and make professional connections. It helped one student, Rutha, connect with software engineers and find an internship by researching career paths and networking with professionals in her desired field.
The Top Skills That Can Get You Hired in 2017LinkedIn
We analyzed all the recruiting activity on LinkedIn this year and identified the Top Skills employers seek. Starting Oct 24, learn these skills and much more for free during the Week of Learning.
#AlwaysBeLearning https://learning.linkedin.com/week-of-learning
The document discusses branding strategies for startups. It defines startups and branding, noting that branding for startups involves conveying the company's core message and values to build a loyal customer base. The document provides tips for startups on developing their brand identity, positioning, and messaging as well as strategies for low-cost branding using free online tools and social media. It also discusses common branding mistakes to avoid and provides examples of successful startup branding through case studies.
This document outlines a social media strategy for Vistaprint's European operations. It recommends focusing content on helping small businesses by providing tips, inspiration and entertainment. Engagement should be increased by addressing customer questions and concerns, rewarding fans with coupons, and showcasing customer stories and creativity. Success will be measured through engagement metrics, website traffic and positive feedback. The strategy involves using Facebook, Twitter, Google+, Pinterest, YouTube and blogs in a coordinated, cross-channel approach that is localized for each country.
1) The document discusses how defining a brand's purpose and communicating it can deliver stronger performance than positioning based solely on functional benefits.
2) It provides examples of research showing brands with a clear sense of purpose outperforming the market.
3) The document argues that a well-delivered purpose can elicit an emotional bond with consumers and beat out functional benefits alone. It advocates organizing a brand internally and externally around its purpose.
This document outlines the agenda for a marketing and branding breakfast event. It includes:
- An agenda that divides the event into two parts focused on marketing and branding, with talks, reinforcements, and final remarks.
- Marketing is defined as discovering consumer needs and wants through research in order to satisfy them, using Procter & Gamble's development of Pringles as an example.
- Branding is explained using the "NAV concept" of brand as a noun, adjective, and verb, and how developing a personal or business brand requires discovering your target market.
- Checklists are provided to help participants discover their target market and audit their brand.
This document outlines the agenda for a marketing breakfast event focused on branding. It includes:
- An agenda that divides the event into two parts focused on real marketing and branding. Each part includes a main talk, reinforcement, and final remarks.
- Details about how Procter & Gamble conducted research to discover consumer needs and develop Pringles in response, highlighting the importance of understanding consumer needs.
- Discussion of how branding is an extension of marketing and involves discovering your target market through questions, listening, and understanding what they want rather than trying to create demand.
- Checklists provided to help participants discover their target market and audit their brand based on principles discussed.
Courtney Boyd Myers is an expert in marketing and PR for startups. She has worked with several startups and is a member of advisory groups. The document provides an agenda and overview of key topics in startup marketing and PR, including setting vision, mission and values, messaging, building an audience, tools, social media, content marketing, press, and getting media coverage. The presentation emphasizes the importance of having a strong product and messaging before embarking on marketing and PR efforts.
The document discusses focusing social media strategy on key platforms like Facebook, Twitter, LinkedIn, Google+, YouTube, blogs and newer platforms like Pinterest and Instagram. It recommends starting by taking a step back to evaluate current marketing efforts and key performance metrics before enhancing existing programs and exploring new platforms to engage customers and support business goals. Regular evaluation is also emphasized to allow for continuous improvement.
Learn about some do-able, affordable ways to develop and implement a brand strategy that will put you on the path to better growth and stronger connections with your customers.
Brand strategy shouldn't be an expensive, stand-alone activity. Learn how to incorporate a practical, cost-effective brand strategy for your business and find out what it takes to get to the heart of what your brand stands for.
The document discusses branding and how to define a brand. It explains that a brand consists of various visual and non-visual elements that create a mental impression. These elements include logos, websites, signage, marketing communications, and customer experiences. The document then provides tips for defining a brand promise or positioning statement to communicate the brand's mission and value. It also outlines the services that Amanda Hart Design provides to help clients define their brand identity and develop branding strategies and visuals.
This document provides guidance on securing corporate sponsorships for nonprofits. It discusses challenges such as busy prospects, the importance of value propositions and alignment over requests, and targeting sponsorship buyers rather than CSR departments. Effective sponsorship proposals are brief, focus on the sponsor's interests, and provide competitive differentiators. Fulfilling sponsor benefits and activations is also key to keeping sponsors engaged.
AMA Baltimore - Building Your Content Marketing PlanWill Davis
As companies race to implement content marketing programs, many are doing so without a concrete plan. Right Source Marketing Managing Partner Will Davis leads this workshop on building your content marketing plan for Baltimore's American Marketing Association chapter. The workshop covers understanding buyer roles, viewing content from a business perspective, content planning, content creation, content optimization, content distribution and content tracking and analysis.,
The document provides an agenda and summaries of presentations for an advocacy marketing conference called "#advocacyadv". The opening presentation by Jim Williams of Influitive discusses sparking the movement of advocacy marketing. Next, Matt Heinz of Heinz Marketing presents on referral marketing best practices and tips. Nick Chambers of Clinicient then presents on driving growth through online and offline advocacy. After a break, Rand Fishkin of MOZ discusses why some marketing feels authentic rather than promotional. Megan McConnell of InsideView and Cari Baldwin of Bluebird Strategies then discuss making advocacy a core strategy and revenue driver. Deena Zenyk of Influitive closes by discussing finding an organization's advocacy advantage. The event aims to activate advocates
The document summarizes a workshop on cause marketing and selling. It provides definitions of cause marketing, framing it as a mutually beneficial partnership between non-profits and companies. It emphasizes having "Causersations" rather than sales pitches, focusing on listening to understand a company's goals and finding synergies. The workshop covered developing a proactive outreach plan, knowing why companies partner with causes, and pitching frameworks. It ended with mock pitches and analysis.
Branding in the Digital World: Thinking Beyond Logos and Colour PalettesStephen McGill
Branding in the Digital World by Stephen McGill provides 3 key points:
1) Digital marketing has changed how brands are discovered, experienced, and perceived, but has not changed what a brand is - a collection of perceptions in customers' minds.
2) Digital branding is one channel to connect with customers and an important touchpoint, but strategy should drive technology, not vice versa. Brands must be where audiences are and constantly engage and evolve.
3) When developing a brand digitally, consider objectives, promise, positioning, experiences, and personality - but ensure the digital presence reinforces the overall brand strategy.
The document discusses developing a personal brand and value proposition for job searching. It recommends defining who your target audience is, how you can help them, and what makes you different. It also discusses developing a personal value proposition by focusing on your strengths and tying them to your target position. Additionally, it addresses the importance of networking by focusing on helping others and introducing people.
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book...Murray Izenwasser
Modern Marketing has changed dramatically - and few industries have been impacted more than the publishing industry. This presentation went through the current landscape and steps necessary to create a modern marketing program that touches the consumers at all touchpoints, and uses the resources (authors, books, platforms) to truly drive Discovery, Engagement, and Sales.
Trasocial Marketing: Interweaving Social Media Into Your Traditional CampaignsCowley Associates
Traditional marketing is still one of the most popular advertising methods, even here in 2016. But, all of us recognize social media as an important aspect to a well-rounded marketing effort for a company in the 21st Century. So, how do we integrate traditional and social together to make one seamless campaign that fits the best of both worlds? That’s the beauty of “Trasocial Marketing” and the science behind campaigns that go across mediums and reach target audiences everywhere they look.
This presentation was given at the BizBuzz Social Media Conference in Syracuse, NY on 2/25/16.
This presentation is geared towards professional service providers, small business owners, experts, authors and artists seeking to develop their brand, reputation and sales. The presentation outlines the path from concept to powerhouse marketer.
This presentation was prepared by John Watson of Accrue Performance Marketing Inc in Calgary, Alberta Canada in 2015.
After almost a decade in marketing, I realized what made the difference between thriving clients and struggling clients. If you're having a hard time scale your small service business, this is for you.
Stone Soup Creative helps organizations develop and communicate their brand through a comprehensive branding process called the Brand Recipe. The Brand Recipe is a 12-step process that helps organizations define their core values and message so they can build trust with supporters and make their marketing more effective. Stone Soup Creative's branding work helps organizations transform their brand so it authentically reflects their mission and ensures internal and external communications consistently portray the organization's identity.
Lets Get Visual! Basic Graphic Design Training for NonprofitsStone Soup Creative
Workshop on graphic design and visual communication hosted by the Nonprofit Alliance of Monroe County and held at the Indiana University Foundation, July 8th, 2015
Branding Bootcamp: Developing an Authentic Brand That Connects With Your Cust...Stone Soup Creative
The document appears to be from a branding bootcamp presentation. It includes a brand awareness quiz, discussions of what makes branding work, defining brand values and personality, and a case study on branding a fitness studio called O'Day Studios. The case study walks through assessing the current situation, defining the studio's values and personality, developing positioning and messaging, and providing customer feedback to help strengthen the brand.
Branding Bootcamp: Developing an Authentic Brand That Connects With Your Cust...Stone Soup Creative
The document appears to be from a branding bootcamp presentation. It includes a brand awareness quiz, discussions of what makes branding work, defining brand values and personality, and a case study on branding a fitness studio called O'Day Studios. The case study walks through assessing the current situation, defining the studio's values and personality, developing positioning and messaging, and providing customer feedback to help strengthen the brand.
The document is a presentation on logo design given by Julia Reich. The presentation covers the objectives of evaluating and improving an existing logo. It discusses the anatomy of logos, including icons, logotypes, color, typefaces and images. Common mistakes in logo design are outlined. Examples of before and after redesigns are presented to demonstrate how to simplify, clarify and strengthen a logo's message. Resources for further reference on logo design are provided. The presentation aims to help attendees understand good logo design principles and determine if their logo needs minor or major changes.
This document outlines an agenda for a workshop on illustrating data with infographics. The objectives are to learn why infographics are useful for advocacy work, learn different categories of infographics, and learn how to use graphics to communicate data. The agenda includes discussing what infographics are and their uses, categories of infographics, and steps to create infographics. Examples of different types of infographics are provided and steps to make an infographic are outlined.
Let’s be honest. Improvements in search rankings and organic traffic don’t always translate into sales. Yet, you spend the majority of your SEO resources on driving rankings and traffic. What if you built your SEO content with conversion in mind from the beginning? You’d generate more organic traffic that actually converts into revenue! Join 20-year search marketing veteran as he unveils his framework for developing SEO content with conversion in mind every step of the way ‒ from keyword strategy to content development and publication.
Takeaways:
Tactics and benchmarks for SEO content that converts in 2024
Page layouts and content formats that convert organic traffic
Crafting keyword strategy and calls-to-action for conversion
Digital marketing typically refers to online marketing campaigns that appear on a computer, phone, tablet, or other device. It can take many forms, including online video, display ads, search engine marketing, paid social ads and social media posts. Digital marketing is often compared to “traditional marketing” such as magazine ads, billboards, and direct mail. Oddly, television is usually lumped in with traditional marketing.Digital marketing encompasses all marketing efforts that utilize electronic devices and the internet. It includes various online channels such as search engines, social media, email, websites, and mobile apps to connect with current and prospective customers. Key components of digital marketing include:
Search Engine Optimization (SEO): Optimizing websites to rank higher in search engine results pages (SERPs) to increase organic (non-paid) traffic.
Search Engine Marketing (SEM): Using paid advertising on search engines like Google to drive traffic to websites through paid search listings.
Social Media Marketing: Utilizing social media platforms (e.g., Facebook, Instagram, Twitter, LinkedIn) to connect with audiences and promote products or services.
Content Marketing: Creating and distributing valuable, relevant, and consistent content to attract and engage a target audience.
Email Marketing: Sending personalized messages to a targeted audience via email to promote products, services, or events.
Affiliate Marketing: Partnering with other businesses or individuals to promote products or services and earning commission based on sales generated.
Influencer Marketing: Collaborating with influencers (individuals with a dedicated social following) to promote products or services to their audience.
Online PR (Public Relations): Managing a brand's online presence and reputation through various online channels.
Analytics and Data-driven Marketing: Utilizing data and analytics tools to measure and optimize marketing campaigns' performance.
Mobile Marketing: Targeting users on mobile devices through mobile-optimized websites, apps, SMS, and other mobile channels.
Digital marketing offers businesses a cost-effective way to reach a global audience, measure campaign effectiveness in real-time, and adjust strategies based on data and insights. It continues to evolve with advancements in technology and changes in consumer behavior, making it essential for businesses to stay updated with current trends and best practices.
Digital marketing uses digital channels to promote a product or service.
Using digital marketing techniques and strategies helps businesses reach their target audience, engage with them, and ultimately convert them into customers.
Examples of digital marketing include SEO, PPC, social media marketing, content marketing, and leveraging traditional offline media for advertising.
Offline digital marketing includes out-of-home advertising, TV marketing
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Blog Post to SlideShare Presentations For Website TrafficSarah Arrow
🚀 Transform Your Blog Content into Engaging SlideShares! 🚀
I'm thrilled to share a new resource that will help you reach a wider audience by repurposing your blog posts into SlideShare presentations. 📚✨ Discover a step-by-step guide on how to convert your blog content into visually appealing slides using Google Slides. This detailed guide covers everything from outlining your presentation to optimising your slides for maximum engagement. Whether you're looking to boost your online presence or make your content more shareable, this guide has got you covered. Check it out now and start transforming your blog posts into powerful presentations! https://www.onlinevisibilityacademy.com/turning-your-blog-post-into-a-slideshare/
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
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Billion Broadcaster's Frame Posters and Horizontal Lift Advertising Screens: ...VikasYadav194549
Billion Broadcaster revolutionizes advertising with its innovative combination of frame posters and horizontal lift advertising screens. The frame posters, strategically placed for maximum visibility, offer a timeless and elegant medium for brand messaging.
A Startup's Guide To Building a Brand - Kwabena Oppon-Kusi.pdfKwabena Oppon-Kusi
This is a step by step guide to all startups on how to develop a strong and healthy brand. It defines what a brand actually means and gives you a better understanding on how you can build one for your startup, sustain it and ultimately grow it in a lean way. This is an essential for every one with a new idea, ready to make it into a viable business.
Digital marketing metrics every one must know in 2024Digital Scape
The "Digital Marketing Metrics" PDF by Digital Scape provides a detailed guide to essential metrics used in digital marketing. It explains the importance of metrics in tracking and optimizing marketing efforts, offering definitions, formulas, and examples for each metric. The document covers metrics such as Return on Ad Spend (ROAS), Customer Lifetime Value (CLV), Cost of Acquisition (COA), Click Through Rate (CTR), Conversion Rate (CVR), Cost Per Sale (CPS), Bounce Rate, and Lead Conversion Rate (LCR). The aim is to equip marketers with the knowledge needed to make data-driven decisions and enhance campaign performance.
Learn what is metrics, difference in metrics, different types of metrics and calculation.
Step-by-Step Guide to Social Media Advertising.pdfnivedhithas9
A Step-by-Step Guide to Social Media Advertising involves creating a strategic plan that includes identifying your target audience, choosing the right platforms, crafting engaging content, setting a budget, and analyzing performance metrics to optimize future campaigns. This approach ensures effective and efficient promotion of products or services on social media platforms.
TRAINING OUTLINES
Build Dashboard and Admin Panel for the Client
Adding Auto Pagination Script to control content on the PHP result page
Upload and Publish Files, Images and Video Dynamically
Configure a payment gateways API for accepting online payment
Embedding Google and Social Media APIs like Google Direction Maps, Charts
Adding Ajax to generate elastic search and auto suggestion list
Enabled Refine Search like Colors, Size, Price for a e-commerce website
Write Mails and Alert Notification Scripts for Users
SMS Integrations for Payment, OTP and account confirmation
Various verifications, captcha and approval ways to automate account
User Controls like Login, Signup, Manage Profile, Logout, Get Password etc
Collecting and displaying data from SQL using Joins and procedures
Enabling dynamic data ready for the JSON So we could parse it for other APIs
Manage a Hosting account, Uploading Backup and SQL, Cpanel Management
Revolutionizing Advertising with Billion Broadcaster Standee Screen MediaVikasYadav194549
Billion Broadcaster's standee screen media is revolutionizing the advertising landscape with innovative digital screens placed in high-traffic areas such as malls, airports, and residential complexes. These dynamic screens capture attention with vibrant multimedia content, offering a visually engaging platform for advertisers.
5. 5Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (1)
What is a brand?
6. 6Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (2)
Have you determined
your nonprofit's brand values?
YES NO
7. 7Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (3)
Are you clear on the personality
of your nonprofit's brand?
YES NO
8. 8Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (4)
Have you ever asked your
PSIs about their perception of
your nonprofit's brand?
YES NO
9. 9Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (5)
Have you analyzed your
competitors' brands?
YES NO
10. 10Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (6)
Do you know what differentiates
your brand from the competition?
YES NO
11. 11Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (7)
Is your brand the leader
in its category?
YES NO
12. 12Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (8)
Does your nonprofit have
an annual marketing budget?
YES NO
13. 13Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (9)
Is your brand the first, or best,
in anything?
YES NO
14. 14Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (10)
Are you clear on the results
your customers get from the
value you provide?
YES NO
15. 15Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (11)
Do you know the colors of your
competitors’ brand palette?
YES NO
16. 16Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (12)
Do you know the colors of your
nonprofit's brand palette?
YES NO
17. 17Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (13)
Are your internal
communications effective?
YES NO
18. 18Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (14)
Have you ever surveyed your
employees?
YES NO
19. 19Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (15)
Have you ever surveyed
your PSIs?
YES NO
20. 20Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (16)
Is your logo consistent
on your signs, business cards
and other marketing?
YES NO
21. 21Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (17)
Do people rave about
your nonprofit?
YES NO
22. 22Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (18)
Do you know who your
PSIs are?
YES NO
23. 23Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (19)
Does your entire staff know your
brand story?
YES NO
24. 24Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (20)
Have you ever done an
internal brand audit?
YES NO
25. 25Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (21)
Does your nonprofit have a graphic
standards manual?
YES NO
26. 26Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (22)
Is your brand powerful enough
to attract partners?
YES NO
27. 27Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (23)
Do your PSIs perceive your
brand as larger than it really is?
YES NO
28. 28Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz - results!
Uh, starting with a clean slate?
You're in the right place!
Not bad...
Great! You know who you are!
0-5
6-11
12-17
18-23
29. 29Branding for the Small Nonprofit • @juliareich
• Branding 101
• Branding exercises
• Pacific Crest's
branding journey
31. 31Branding for the Small Nonprofit • @juliareich
Be authentically YOU
• Integrity
• Respect
• Excellence
• Innovation
• Generosity
• Passion
32. 32Branding for the Small Nonprofit • @juliareich
You can't NOT brand...
You have a brand whether
you like it or not.
Really the only choice you
have is how actively you
want to shape and manage
that brand.
—Ingrid Srinath, Executive Director
Childline India
33. 33Branding for the Small Nonprofit • @juliareich
What is a brand?
. . . in the truest sense, the
synonym for brand is ‘reputation.’
It’s the power of a blend of ideas,
a sense of identity, and it helps
consumers make decisions in a
crowded marketplace.
— Robert Friedman,
fearlessbranding.com
34. 34Branding for the Small Nonprofit • @juliareich
For-profit vs. non-profit brands
For-profit
Focus is on consumers and
driving profits
Positioning is about gaining
a competitive advantage
Building a reputation means
tightly controlling the brand
Non-profit
Focus is on implementing
mission and creating trust
Positioning is about clarifying
the brand to build trust and
support collaboration
Building a reputation means
engagement and inviting
participation
35. 35Branding for the Small Nonprofit • @juliareich
Touchpoints
Logo
Exhibits
Radio Spot
Voicemail Message
Email Signature
Customer Service
Tradeshow Booth
Facility Appearance
Yard sign
Brochure
Ads
Area Around Building
PostersPostcard
Speeches
Blog
Social Media
Business Card
Promotional Fliers
Signage
Website
Brand
36. 36Branding for the Small Nonprofit • @juliareich
What makes branding work?
37. 37Branding for the Small Nonprofit • @juliareich
What makes branding work?
38. 38Branding for the Small Nonprofit • @juliareich
What makes branding work?
39. 39Branding for the Small Nonprofit • @juliareich
Logos get their power from the brand
40. 40Branding for the Small Nonprofit • @juliareich
Logos get their power from the brand
HONESTY
CARING
RESPECT
RESPONSIBILITY
41. 41Branding for the Small Nonprofit • @juliareich
Logos get their power from the brand
42. 42Branding for the Small Nonprofit • @juliareich
Brands get their power from values
BRand
VALUESarrow 1
arrow 2
44. 44Branding for the Small Nonprofit • @juliareich
• A strong conviction of the
organization’s mission
• An honest look at the
organization's values
• A commitment from decision
makers to get involved
• A willingness to throw out old
habits and start from scratch
Branding - what it takes:
46. 46Branding for the Small Nonprofit • @juliareich
Perception Balancing
1. Baseline Brainstorming 1A
2. Baseline Brainstorming 1B:
Current Perceptions
3. Baseline Brainstorming 1C:
Desired Perceptions
4. Linking Business Attributes w/ Creative Solutions
47. 47Branding for the Small Nonprofit • @juliareich
Linking business attributes with creative solutions
48. 48Branding for the Small Nonprofit • @juliareich
Perception Balancing - goals
• To be able to see the current
state of the organization’s
brand perception, and agree
on where you need to go
• To bridge the gap between the creative process and the
bottom line
• To help non-marketing people see the value of creative
solutions
49. 49Branding for the Small Nonprofit • @juliareich 49Branding for the Small Nonprofit • @juliareich
50. 50Branding for the Small Nonprofit • @juliareich 50Branding for the Small Nonprofit • @juliareich
Introduction video
51. 51Branding for the Small Nonprofit • @juliareich 51Branding for the Small Nonprofit • @juliareich
Communicating our brand
Without any full-time staff:
1. Know their brand
2. Understand their business
model
3. Have developed a robust
volunteer workforce
4. Use technology
Stuart Pompel
pacific crest
@StuartPompel
52. 52Branding for the Small Nonprofit • @juliareich 52Branding for the Small Nonprofit • @juliareich
Pacific Crest before 2013
What are we?
Are we a youth arts
organization?
Or are we just a
drum and
bugle corps?
53. 53Branding for the Small Nonprofit • @juliareich 53Branding for the Small Nonprofit • @juliareich
Structure of a youth arts organization
PROGRAMS OPERATIONS
Drum and Bugle Corps
“Corps at the Crest”
Educational Camps
School Outreach
Golf Tournament
Sneak Preview
Direct Mail
Merchandise Sales
54. 54Branding for the Small Nonprofit • @juliareich 54Branding for the Small Nonprofit • @juliareich
Questions posed...
What is Pacific Crest Youth Arts Organization?
• What is our character and personality?
• Exactly what do we do?
• What value do we provide our participants?
Where is PC headed?
• How are we perceived now, and how do we want to be perceived?
What is unique about PC?
• Who else is occupying the space? What are we competing for?
55. 55Branding for the Small Nonprofit • @juliareich 5516NTC - The Little Brand That Could - #16NTClittlebrand
Pacific Crest is...
… a community, a second family for its members
… competitive
… an educational experience
… develops leadership
… a performing arts organization
… a structured program
… focused on youth
… fun!
56. 56Branding for the Small Nonprofit • @juliareich 56Branding for the Small Nonprofit • @juliareich
Pacific Crest is...
57. 57Branding for the Small Nonprofit • @juliareich 57Branding for the Small Nonprofit • @juliareich
Structure of a drum and bugle corps
Golf Tournament
Sneak Preview
Direct Mail
Merchandise Sales
“Corps at the Crest”
Educational Camps
School Outreach
Drum and
Bugle Corps
58. 58Branding for the Small Nonprofit • @juliareich 58Branding for the Small Nonprofit • @juliareich
The bottom line (literally)
Knowing your brand
Create evangelists
Identify your program goals
Tell your story
Fundraising and outreach
Sustainability
enables you to clearly…
who help you…
that will…
which impacts your…
which improves your…
59. 59Branding for the Small Nonprofit • @juliareich 59Branding for the Small Nonprofit • @juliareich
Brand message #1
Pacific Crest challenges committed young performers in a superior
quality performance ensemble with similarly motivated peers.
60. 60Branding for the Small Nonprofit • @juliareich 60Branding for the Small Nonprofit • @juliareich
Brand message #2
Pacific Crest develops the technical and artistic performance skills of
our students though a highly intricate blend of music and movement
that’s performed for live audiences around the country.
61. 61Branding for the Small Nonprofit • @juliareich 61Branding for the Small Nonprofit • @juliareich
Brand message #3
Pacific Crest changes students’ lives through a rigorous rehearsal
schedule, mentoring, and a summer performance tour that builds
character and develops maturity and leadership.
62. 62Branding for the Small Nonprofit • @juliareich 62Branding for the Small Nonprofit • @juliareich
Facebook posts
Similarly motivated peers
63. 63Branding for the Small Nonprofit • @juliareich 63Branding for the Small Nonprofit • @juliareich
Facebook campaign
Superior quality
64. 64Branding for the Small Nonprofit • @juliareich 64Branding for the Small Nonprofit • @juliareich
Facebook campaign
Performance excellence
Second family
65. 65Branding for the Small Nonprofit • @juliareich 65Branding for the Small Nonprofit • @juliareich
https://youtu.be/i4L1Kry3kJQ Logo update
66. 66Branding for the Small Nonprofit • @juliareich 66Branding for the Small Nonprofit • @juliareich
Logo update
BEFORE AFTER
67. 67Branding for the Small Nonprofit • @juliareich 67Branding for the Small Nonprofit • @juliareich
Logo update
69. 69Branding for the Small Nonprofit • @juliareich
Small nonprofit branding? Yes, you can!
Here's why it works:
• The brand reflects the organization's
strategy, mission and values
• Internally: decision-makers agree
• Externally: the brand is authentic
• Taking control puts you in charge
70. 70Branding for the Small Nonprofit • @juliareich
To sum it all up...
• Branding isn't mysterious
• You can’t not brand
• Taking control puts you in charge
• Uncovering your values and personality
will help to develop an authentic brand