Just do it slideshare

JUST DO IT.
EFFECTIVE BRANDING &
SOCIAL MEDIA
STRATEGIES

Alison Eldridge, Information Specialist
Washington State GEAR UP & College Access Challenge
Grant

Who We Are.
Washington State GEAR UP and the
Washington College Access Challenge
Grant are federally funded college access
programs administered by the Higher
Education Coordinating Board.

Presentation Overview
 Brand Identity
 What is it?
 Why does it matter?

 How do I do it?

 Social Media
 What is it?
 Why does it matter?

 How do I do it?

 Takeaways

What is a Brand?

A brand is a collection of perceptions
in the mind of the consumer.

Attitude branding is the choice to
represent a larger feeling, which is not
necessarily connected with the product
or consumption of the product at all.
Marketing labeled as attitude branding
include that of Nike, Starbucks, The Body
Shop, and Apple.

What is Brand Identity?

The outward expression of a brand—
including its name, trademark,
communications, and visual
appearance— is brand identity.

Why Does it Matter?

"A great brand raises the
bar—it adds a greater sense
of purpose to the
experience, whether it's the
challenge to do your best in
sports and fitness, or the
affirmation that the cup of
coffee you're drinking really
matters."
Howard Schultz (president, CEO and chairman of
Starbucks)

Your Brand Tells Your Story.

 Who are you?
 What do you do?

 What are your goals?

 What do you stand for?

Brand Attributes
 Brand attributes are the functional and
emotional associations assigned to a brand by
its constituents. Brand attributes can be either
negative or positive, and can have different
degrees of relevance and importance to
different customer segments, markets, and
cultures.
 Brand attributes are the basic elements for
establishing a brand identity.

Identify Existing Materials
 Logo
 Brochures
 Posters/flyers
 Newsletters/e-newsletters
 Website
 Research reports
 Strategic plan

Identify Existing Brand
 Tagline.
 Key messages.
 Fonts.
 Color scheme.
 Brand guidelines.

Tagline

 An easily recognizable and
memorable phrase which often
accompanies a brand name in
marketing communications programs.
The brand slogan and tagline helps
customers to remember the brand
and reinforces mental associations.

Top 10 Taglines of the 20th
Century
1. Diamonds are forever.
2. Just do it.
3. The pause that refreshes.
4. Tastes great, less filling.
5. We try harder.
6. Good to the last drop.
7. Breakfast of champions.
8. Does she ... or doesn't she?
9. When it rains it pours.
10. Where's the beef?

Our Tagline

College: My dream. My plan.

Key Messages…

Are the main points you want your
audience(s) to take away from every
interaction with your program. They:
 Should vary by audience.
 Should be concise.
 Should be conveyed in all materials.

Key Messages:
Students
 You can go to college.
 A postsecondary degree gives you more choices,
more opportunities, and more control over your
future.
 Continuing your education is exciting and
rewarding.
 It is never too soon to get ready for college.
 Having a plan to prepare, apply for, and enter
postsecondary education is just as important as
good grades, high test scores and extracurricular
activities.
 There are adults in your school and community
who care about your future and can help you

Key Messages:
Parents
 Your student can continue their education
after high school.
 It’s ok if you don’t know where to begin.

 It’s ok to ask for help in preparing your child
for postsecondary opportunities.
 GEAR UP staff want to help your child create
a plan to prepare for, enroll in, and succeed in
postsecondary programs.

Key Messages:
Public
 Every student can, and should, continue their
education beyond high school.
 Parents want the best education available for
their children.
 Parents who have not attended college may need
your help to make college a reality for their
student.
 Most students and parents don’t know where to
begin. This is one of the biggest obstacles that
keeps students from completing their
postsecondary education.

Our Brand Attributes

 Energetic
 Knowledgeable

 Supportive

 Invested

 Understanding

 Diverse

 Fun

Mission

Mission or Purpose is an exact
description of what your program
does. It is the definition of why your
program exists. Each staff member of
your organization should be able to
verbally express this mission.

Who are you?

Washington State GEAR UP is a
federally funded program designed to
increase awareness and access to
postsecondary educational
opportunities for students from low-
income and/or minority backgrounds.

What Do You Do?
 We increase the number of students from low-
income and minority families who prepare for
and enroll in postsecondary education.
 We provide direct early intervention services
to students in high-need communities.
 We provide financial literacy and aid
information to students and parents.

What Is Your Goal?

All Washington students are
academically and financially prepared
to enter and complete postsecondary
education.

What Do You Stand
For?
 We focus on students who are underserved and
underrepresented when planning for
postsecondary education.
 We believe that students who start early have a
better chance of entering postsecondary
programs and completing their degrees.
 We believe that personal relationships fuel a
student’s desire to pursue education after high
school and are just as important as good grades
and financial resources.

How Do I Build My Brand?

Achievable objectives for your brand:
 Delivers the message clearly.

 Confirms your credibility.

 Connects with your audiences
emotionally.
 Motivates your audiences to do

something.

Brand Building in Action

Video available at

Using Social Media
Effectively

What is Social Media?
 A broad term used to define website and web
applications where you have social
interactions around a media form (text,
images, audio, video, or any combination of
them). Examples of social media include
blogs, online forums, social networks,
Wikipedia and so on.

Source: http://www.dailyblogtips.com/the-bloggers-glossary/

Quiz Time!

Facebo MySpac LinkedIn YouTub Twitter
ok e e

Google + StumbleUpon Flickr Foursquar Delicious
e

Instagram Pinteres Wikipedia Tumblr
t

Why Does it Matter?

http://www.youtube.com/watch?v=3SuNx0UrnE
o

Social Media Can Help You:
 Build awareness.
 Develop and strengthen relationships with
partners, constituents, policy-makers, and
influencers.
 Better understand your constituents.
 Improve customer service.
 Identify new ideas, trends, and best practices.
 Increase web site traffic.
 Improve search engine rankings.

Where Do I Start?
 Identify your social media audience(s).
 Choose the appropriate channel/site for your
message.
 Set-up your accounts.
 Listen.
 Engage.

Social Media
Audience
 Students
 Parents
 School personnel
 Policy-makers
 Partners & community members
 General public

And then…
 Listen to the folks you follow.
 Learn the lingo.

 Learn the etiquette.

 Participate in conversations.

 Start Tweeting!

Cultivate a Following
 Congressman Fattah
 US Dept. of Ed staff
 Radio reporters
 Seattle PI reporter
 Lumina Foundation
 Gates Foundation
 USA Today

Spread Your
Message
Follow the 60-30-10 rule:
That’s 60% retweets and pointers to promote
items from other users or sites, 30% conversation
and responses, 10% announcements and events.
If all you ever talk about is you, no one is going to
pay attention after a while.

Have one regular, daily tweet
Consider sharing a “Photo of the Day” or “Tip of
the Day.” It gives you a chance to link back to your
website or blog.

Source: http://www.socialbrite.org/2011/10/03/24-best-practices-for-nonprofits-using-twitter/

Make it Easy
 Find tool that help you manage your social
media presence.
 Create a social media strategy and stick to it.
 Develop a content plan so you’re never at a
loss for words.
 Link everything together to promote all of your
social & traditional media & information
channels.
 Evolve with technology.

Resources
 www.mashable.com
 www.stumbleupon.com
 www.delicious.com
 www.brandingstrategyinsider.com
 www.brandingserved.com
 www.entrepreneur.com/marketing/branding/ind
ex.html
 www.flowtown.com

Ask Me
Alison Eldridge
Information Specialist
Washington State GEAR UP
alisone@hecb.wa.gov
www.gearup.wa.gov
www.facebook.com/gearupwa
@gearupwa
www.delicious.com/alison_at_gearup

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