Transcript BAC Presentation Template

Branding, Marketing, Advertising – it’s
as easy as 1, 2, 3 – right?
Provincial 4-H Equine
Leaders Forum 2006
Everything we will learn today
2
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Keep it Simple
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Keep it Focused
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Know your target Audience
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Always think WIIFM / WIIFT
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Extract VALUE out of everything you do
7/17/2015
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Branding
Provincial 4-H Equine
Leaders Forum 2006
What is Branding?
Why is it important?
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Branding is more than…
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Logo/corporate identity system
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Design
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Volkswagen; Absolut
“Image” or reputation
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Yahoo!; Starbucks
Advertising
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IBM’s blue “letterboxed”, black & white TV ads
Name
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Nike’s swoosh; rulebooks, templates
Bill Clinton
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Branding is
…defining the qualities that make your organization
unique and meaningful to its stakeholders, and
consistently expressing those qualities to create loyal
relationships.
…your organization, as seen through the eyes of
others.
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Why should 4-H Clubs brand?
Define unique & meaningful relationships
Attract followers
Deliver consistently
Build trust & loyalty
Increase Potential members,
leaders/sponsors
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Position…or be positioned
Manage the brand or it will manage itself
Media, General Public
4-H
Members
4-H
Brand
Prospects &
Existing
Leaders
Partners, Sponsors
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What is the brand?
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What is the brand?
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What is the brand?
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What is the brand?
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What is the brand?
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What is the brand?
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What is the brand?
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Brand Map
Personality
Key Messages
What key attributes set you
apart from your competitors?
Promise
What is the value that every
stakeholder receives?
Vision
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What is the character and tone
that should permeate all internal
and external communications?
What vision will sustain the club
for the next 5, 10, 20 years?
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4-H
Brand Map
Personality
Key Messages
Promise
Vision
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•
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Fun
Family
Leadership
Wholesome
• Self-reliant
• Confident
• Cooperative
• Hands-on
• Learn to do by doing
• develop youth as self-reliant, contributing individuals with
marketable skills to succeed in today’s society.
• developing technical skills and knowledge of the
agricultural industry in rural youth and adult volunteers
• developing leadership in rural communities
• fostering entrepreneurial skills in youth
• developing and supporting communication and effective
teamwork skills among youth and adults
• creating self-reliant volunteers leaders, clubs and councils
• creating viable partnerships
Young people and adults will learn project and life skills by
cooperating and having fun together, sharing leadership and
learning to do by doing.
4-H in Alberta is the organization of choice to develop
marketable skills and outstanding community leaders.
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So what?
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Your brand is what you stand for
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It is the basis on which strong stakeholder relationships are built
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To be successful, it must be an organization-wide initiative,
managed top-down
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Our challenge
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Define the brand experience
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Understand what one thing that your club can be best at
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Own the experience through consistent delivery
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Build trust and loyalty
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Marketing
Provincial 4-H Equine
Leaders Forum 2006
Marketing
The basics
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The 5 Ps
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GOAST
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Product
Price
Promotion
Place
People
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Goals
Objectives
Audience
Strategies
Tactics
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Marketing
Target Audience
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Know who you are talking to
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Understand personality types
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Understand WIIFM / WIIFT
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Know what drives/motivates them
What’s In It For Me / What’s In It For Them
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Learn how they get/find information
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Key Messages MUST be tailored to fit different audiences
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Marketing Activity
Target Audience
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Activity using 4-H Brand Map
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Questions to answer
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Members
Parents
Leaders
Sponsors
Media
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What motivates/drives them?
Where do they get information?
What is in it for them?
Key messages
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Advertising
Provincial 4-H Equine
Leaders Forum 2006
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Advertising
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Needs to be targeted, what is the purpose of your advertising – to
raise awareness, to educate, to motivate, to prompt action?
5 Ws +H
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Who are you talking to?
What are you saying to them?
Where are you talking to them?
When are you talking to them?
Why should they care or believe you?
How are you talking to them (tone, personality, etc.)?
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Advertising
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Types of media – Pros and Cons
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Newspaper
Radio
Flyers/posters
Mail drop
PSA on local TV stations
Word of Mouth
What has worked well for you and your clubs?
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Word of Mouth Marketing:
Impact and Timing
June 2005 - Volume 43
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Advertising
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What has worked well for you and your clubs?
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What is the most unique advertising approach you ever took
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What was the most successful approach you ever took – what
made it a success?
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Advertising
Avoid the Pitfalls
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A great deal may still not be worth it
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Advertising must be focused
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Weight & frequency
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Does the media vehicle match the target audience?
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Does the media vehicle suit the key messages?
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Timeliness (time of day and lead time up to event)
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Communications Brief
Provincial 4-H Equine
Leaders Forum 2006
Everything we will learn today
32

Keep it Simple

Keep it Focused

Know your target Audience

Always think WIIFM / WIIFT

Extract VALUE out of everything you do
7/17/2015
©
Thank You!
Arron Madson
[email protected]
403-860-5294