Transcript Branding Powerpoint Presentation

Overview
• Know Who You Are
• Marketing to the FIRST Audience
• Marketing Outside of FIRST
• Engaging in the Conversation
• Benefits of Good Imagery
Know Who You Are
Start with a Mission Statement
 Discuss what you want to do
 Include values, inspiration, strengths
 Be real and specific.
 Be short, sweet and to the point….
Our Mission Statement
Our mission is to inspire youth using 4-H principles along with the tenets
of gracious professionalism to explore science and technology through a
mentor based program, which develops leadership and life skills and
encourages innovative, creative solutions to engineering and
technical challenges.
Business Plan
• Team Direction
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Organization Structure
Future Plans
Goals
Sustainability
SWOT/Risk Analysis
Budget
• Useful for
– Entrepreneurship Award
– Sponsors
– Grants
Rookie Teams
Choose a
• Team name
– School
– Area
– Random Name Generator
• Colors
• Logo
• Shirts
Branding your Identity
• Resources available to your team
– Software
– Talents
• Maintain control of your image
– Digital, Print and Merchandise
– Taglines
• Logo Guidelines
– Pantone Colors and versions in RGB and vector
– Fonts
• 1902 Imagery & Branding Recommendations
– http://www.explodingbacon.com/image-and-branding/
• FIRST Branding Guidelines
(www.usfirst.org/roboticsprograms/marketing-tools/brand)
Why is Your Image Important?
Know who you are,
so others will know who you are.
This becomes evident when you are:
• Marketing Within the FIRST Community
• Marketing Outside the FIRST Community
What is Marketing?
Marketing is
anything you create or share
that tells your story.
Ann Handley
Marketing to the FIRST Audience
• Marketing to Judges
• Marketing to Teams
• The FIRST Community at large
Communicating with Judges
• Know your message
– Judge’s Packet
– Supporting documentation
• Robot cards or design manual
• Outreach documents
– Students talking to the judges
• Gracious Professionalism on and off the
field – judges are everywhere
Judges Packet
• Business Plan
• Marketing Packet
• Community Outreach Information
– Press Releases and Articles
– Flyers & Marketing Materials
– Thank you letters
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Digital Media Award Submission
Team Handbook
Brochure
Chairman’s Submission
Judge Whispering
Prepare your students to talk about all
aspects of your team:
• Pit Test
• Practice Sessions
• Games, like jeopardy
• Presenting Chairman’s to your Team
• Make sure they know what awards your
team is pursuing
Marketing to Other Teams
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Robot Cards
Giveaways (clappers, pens, bandanas, aliens)
Peer Awards
Use your strengths to help other teams
Developing relationships with other teams
Workshops and Seminars (like this)
Off-Seasons
Mentoring year around (FRC, FTC or FLL)
Trading Shirts
Pins/Buttons
Team Cheers
Pit Identity
BRANDING YOUR BOT!
Shirts/Uniform
Pins and Buttons
Mascots
We’ve Got Spirit, Yes We Do!
Giveaways
The FIRST Community
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Chief Delphi
Reddit
Off-Seasons
FIRST Outreach – professional conferences
and events
• Behind the Lines and GameSense
Marketing is
the ongoing process of engagement
whereby strangers are nurtured
into advocates.
Trey Pennington
Marketing Outside FIRST
Marketing Outside FIRST
• Sponsors
• Potential Students and Mentors
• Community Outreach
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Girl Scouts/Boy Scouts
Libraries
Science Centers
Schools
Farmer’s Markets
Professional Conferences
• Local Media
Outreach and Sponsors
• Know FIRST
– What FIRST stands for
– What FIRST is about
• Know your team
– Story
– Budget, mission and goals
– Organizational structure
– Are you a 501c3
Outreach and Sponsors
• Show the benefits of your team to your
audience
• Practice elevator speeches with one
another
• Knowledge will show through with
confidence
Fundraising Best Practices
• Fundraising Toolkit
– http://www.usfirst.org/roboticsprograms/
first-fundraising-toolkit
• Understand the restrictions you work
within.
• Research
• Document your submission materials for
future grants
Fundraising Examples
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Corporate Sponsors
Local Small Business
Parent Contacts
Restaurants/Spirit Nights
Crowd Funding
Summer Camps/Science Nights
FLL/FTC Tournaments & sell concessions
Catalog and traditional fundraising sales
Activity Book
Car washes, storefront solicitations, FIRST lightbulb
sales, etc…
Marketing to Potential Sponsors
• Unique Image
• Marketing Packet
– Business Plan
– Budget
• Presentations and demos
• Sponsor Levels
• Show how sponsoring you, benefits them
Sponsor Levels
10K and above - Boss Hog
Company name or Logo (Large)
on T-shirt and Robot
Company name on promotional
materials
Link on team website
Logo displayed in pit
5K-10K - Power Pig
Company name or Logo (Medium)
on T-shirt and Robot
Company name on promotional
materials
Link on team website
Logo displayed in Pit
1K-5K - Big Bacon
Company name of Logo (Small)
on T-shirt and Robot
Company name on marketing
materials
Link on team website
500-1K – Squealer
Company name on T-shirt
Company name on marketing
materials
Link on team website
0-500 – Piglet
Listed on website
Our un-dying love and gratitude
Sponsor Retention
Sponsor
Dinner
Newsletters/
Emails
Invitations to
events
Support their
outreach
Marketing is
the messages and/or actions
that cause messages and/or actions.
Jay Baer
Engage in the Conversation
Social Media Strategy
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Target Your Audiences
Select your channels
List your Goals and Objectives for each
Identify key persons responsible for
managing sites and creating content
• Review the FIRST Digital Media
Submission rubric
Engage your audience
• Content: create, engage and be relevant
– Produce the content for your audience
– Communicate with your audience, not to your audience
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Use good video and pictures
Spelling and grammar MATTER
Keep a casual tone when writing for social media
Post about build season, outreach, sponsors, FIRST and
STEM news
• Schedule release of posts to maximize message impact
• Consistent Image and Branding of your team
In addition…
• Educate your team
– Share - Retweet
– Message
• Private and Public Facebook Channels
• Employ numerous admins to share the
responsibility
• Watch for up and coming channels
• Experiment to see what works best for
you
Use Video!
• Build/Competition Season Vlogs
• YouTube and Facebook
• Schedule video releases for consistent
message impact
• Videos are shared 12x more on Facebook
• Get video releases signed, if needed
Print Media
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Brochures
Flyers
Business Cards
Marketing Packets
Sponsor Thank You’s
PowerPoint
Presentations
• Press Releases
Benefits of Good Imagery
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More Memorable
Leave a Good Impression
Press
Fundraising
Member Recruitment
Gracious Professionalism