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2. Presentation Outline. BackgroundResearchAIAA Communications AuditBrand RecommendationsBrand StrategyBrand GuidelinesBrand CampaignMember Involvement. 3. Research. MethodologyOver a 5 week period, Focused Image interviewed:Employees (9)Members (26)Participants were asked 20 open-ended questions, centering around their thoughts on AIAA and its position within the marketplaceTo ensure candid responses, participants were assured confidentialityCommunications audit of current AIAA mar1139
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1. AIAA Branding Update Sharon Grace
AIAA Corporate Communications
July 12, 2007
2. 2
3. 3 Research Methodology
Over a 5 week period, Focused Image interviewed:
Employees (9)
Members (26)
Participants were asked 20 open-ended questions, centering around their thoughts on AIAA and its position within the marketplace
To ensure candid responses, participants were assured confidentiality
Communications audit of current AIAA marketing materials
4. 4 Research Interview Findings
There is inconsistency in describing the organization and presenting the AIAA brand
Members view the organization as highly professional
The organization is seen as a conference provider and publisher rather than a prestigious brand
The high stature of the individual member(s) needs to be leveraged
Growth and diversity of memberships is a major concern
The organization must embrace change
5. 5 Research AIAA brand audit
The clarity of the AIAA messaging
The professionalism of the AIAA image
The use of the AIAA logo
The consistency of design
The use of color
Current photography
Overall communications
6. 6 The brand audit produced the following
findings:
No consistency in the use of the AIAA logo
Inconsistent messaging
Multiple versions of presentation materials
No defined template for brochures or marketing materials
Dated images
There is an identity manual, but no documented brand standards or guidelines
Research
7. 7 Establish AIAA as the leader in the aerospace association marketplace
Create a clear, consistent message for the organization
Ensure the message is relevant to new members
Evolve the AIAA image and bring it into the 21st century
Bring discipline and standards to all marketing communications and materials
Make AIAA the “hero”
Build the AIAA Brand
Brand Recommendations
8. 8 To position AIAA as the premier brand in the aerospace association marketplace through a consistent marketing and image campaign.
Brand Strategy
9. 9 Understanding the fact that members and future members will differentiate AIAA more on the basis of a brand than a product
Create an image that establishes AIAA as a premier organization leading the future of aerospace
Create a message that resonates with current and future members
It is critical to bring consistency and discipline to the AIAA brand
Brand Strategy
10. 10 Development of the AIAA Brand Guidelines
Standards
Rules
Logo usage
Identity
Collateral
Color
Fonts
Design
Brand Guidelines
11. 11 Cover
Brand Standards
12. 12 Header Pages
Brand Standards
13. 13 Header Pages Brand Standards
14. 14 Header Pages
Brand Standards
15. 15 Header Pages
Brand Standards
16. 16 Header Pages
Brand Standards
17. 17 Header Pages
Brand Standards
18. 18 Building the AIAA brand campaign included the
following:
Image
Core values
Key marketing messages
Boiling it all down to something
that is relevant
AIAA Brand Campaign
19. 19 Integrity
We conduct all activities honestly, truthfully and ethically. We treat everyone with dignity and respect.
Leadership
We believe we must lead our global aerospace community into the future with visionary inspiration and the talent of our membership.
Community
We are a diverse community that values sharing information among pioneers, practitioners, future generations, staff and partners to enable personal, professional and business growth.
AIAA Brand Campaign-Core Values
20. 20 Excellence
The critical consequences of our work require nothing less than near perfection in all we do. A passion for overcoming risk drives us.
Education
Our passion for overcoming risk demands lifelong learning, a never-ending thirst for knowledge, and the ability to inspire future generations to continue the quest for understanding.
Diversity
We appreciate diversity and believe each member contributes valuable and unique skills and characteristics, making the entire organization greater than the sum of its parts. AIAA Brand Campaign-Core Values
21. 21 The best and brightest belong to AIAA
I can better myself and my career by being part of the AIAA community
I am proud to be a member of AIAA and continue the legacy of aerospace pioneers
An AIAA member was involved in every major milestone in modern American flight
AIAA is a global and diverse community
AIAA uniquely understands: risk must be conquered daily to achieve excellence
AIAA Brand Campaign-Marketing Messages
22. 22 AIAA nourishes my passion for aerospace
Young professionals, educators and corporate managers all benefit from being an AIAA member
Through AIAA, I have the opportunity to meet and learn from the pioneers
Look forward with AIAA. Make an impact on the future of the profession, our country and the world
AIAA provides me with the perfect forum for networking, publishing, discovering, developing, learning and advocating
AIAA Brand Campaign-Marketing Messages
23. 23 The Challenges for the AIAA Brand:
35,000 different members
A diverse membership in demographics, culture and career
Unique geographic regions and sections
Distinct committees
Worldwide conferences, events and meeting
Member Involvement
24. 24 What is Success for the AIAA Brand?
Membership growth over the next three years
Adoption of the AIAA branding standards
Brand consistency and discipline throughout the organization
Consistent marketing materials, both member and staff
An “80/20 scorecard” of brand adherence by the organization
Member Involvement
25. 25 How Can You Help?
A brand is not created merely through a campaign or advertising – every aspect of what we say, do and deliver establishes it
We need you to become brand ambassadors
We need your support
Member Involvement
26. 26 Member Involvement The Rewards
Allowing AIAA to clearly communicate its value proposition
Creating internal unity of staff and members
Increasing awareness of AIAA and its capabilities
Fostering future growth into new markets
A strong AIAA brand brings added value to regions and sections
27. 27
Questions?
28. 28