Anita Borg Institute Branding February 9, 2012

1. Anita Borg Institute BrandingFebruary 9, 2012

2. Branding Agenda • Strategic Choices • Name • Audience • Mission • Manifesto • Workshop on Developing Messaging for Our Audiences • Technical Women • Industry • Academia

3. Strategic Choices Tech Men & Women vs Tech Women Traditional Philanthropy vs Social Enterprise All Students vs Undergrad and Grad Students No Academia vs Partner with Colleges Use others Research vs Produce Primary Research STEM Overall vs Focus on TE Membership based vs Partner Fees/Ticket Sales Professional Assoc vs Institute Individuals only vs Organizational programs & Individuals US Centric vs Global

4. Anita Borg Institute - Audiences • Technical Women – Industry, Academia and Government Undergraduate and Graduate Students Entry Level, Mid-Level, and Senior Level Technical Women Junior and Senior Level Faculty, Administrators • Academic Institutions Faculty and Administrators • Technology Companies and Companies with a Technology Workforce Executives, HR & Diversity, Technical women and men • Organizations and media Stem initiatives, policy makers, NGO’s & Professional Societies

5. Name • The Anita Borg Institute For those who know the Anita Borg name and the story behind it, it carries powerful, emotional meaning. Moreover, the name is trademarked and there can be little or no dilution by other groups or programs using it. Finally, the Institute has built some brand equity and recognition in some circles including the media, with this name. But Anita Borg and her story are not well known. • The Grace Hopper Institute Grace Hopper is better known than Anita Borg by far. The name change would build greater continuity between the Institute and the event for which the Institute is best know – and unify and compound all marketing efforts. But the Grace Hopper name is NOT ownable, and there are a great many other groups and programs making use of it. This will likely lead to confusion, and a lack of control over the perceptions of the brand. (And this assumes we are able to gain legal usage rights from the Hopper family in the first place, and retain those rights over time.)

6. Defining Terms – Mission Statement The mission statement is a more fundamental explanation of: 1) the purpose the Institute is intended to serve 2) how it is doing so 3) what guiding values are at work in the process.

7. Mission Statement – Key Elements • The mission statement will ultimately call for agreeing on, prioritizing and defining the relationship between those ideas most central to the Institute. Those ideas are as follows: • Changing the overarching culture of technology to be more inclusive and more results-oriented. • Increasing the number of technical women in technology. • Improving the lives of technical women in technology. • Increasing diversity in technology. • Increasing innovation in technology. • Promoting awareness of the proven relationship between increased diversity and increased innovation. • Making a global impact.

8. Proposed Manifesto At the Anita Borg Institute, we believe that diversity drives innovation and success..   We believe that we can increase corporations and academia’s ability to deliver transformative innovation by providing women the tools and environment they need to contribute to their highest potential in technical fields. The goal of our programs and research is to create a permanent cultural shift in technical fields globally to reap the benefits of greater diversity.  Our founder, pioneering computer scientist Dr. Anita Borg, was living proof that technology can be profoundly transformed by the inclusion of women in its development

9. Proposed Mission Statement The Anita Borg Institute is dedicated to increasing the success and impact of women in technical fields globally.

10. Marketing with Impact • The most effective marketing combines a clear, compelling benefit with persuasive reasons to believe. We need your help!

11. The Believability Dozen Legally Supportable Claims (i.e. statistics) Logic The Torture Test Visual Demonstration Guarantees Credible Testimonials Relevant Expert Endorsements Social Proof Head-to-Head vs. Competition “Borrowed” Equity Metaphor Shared Values

12. RTB #1: Legally Supported Claims Assertionthat you can believe a product will benefit you because of legally supportable quantitative evidence • Customers who have tried Client Data Review report an average savings of 4 hours per client • Intuit Payroll customers reduced their time spent on payroll by 75% • 70% of QuickBooks users said it helps them be more profitable

13. RTB #2: Logic Assertionthat you can believe a product will have the claimed benefit because the explanation of how it works makes total sense Bose: why hearing less lets you hear more “You can enjoy your down time more with a Bose Acoustic Noise Canceling headset. Our industry-leading technology, the result of decades of Bose research, delivers outstanding audio performance because our breakthrough, award-winning technique electronically identifies and dramatically cancels out secondary noise to so it won’t disrupt the music, movie dialogue or tranquility you desire.”

14. RTB #3: The Torture Test Assertionthat you can believe a product will meet your needs because it can hold up to a far more challenging situation than yours Pizza Hut Tuscani Lasagna won over patrons on hidden camera at a real Italian restaurant. Dawn is tough on grease yet gentle on skin because it’s used to clean animals after oil spills

15. RTB #4: Visual Demonstration of Benefit Assertionthat you can believe a product has claimed attributes because you can trust what you see with your own eyes In Master Lock’s “tough under fire” campaign a lock is shot but still stays closed providing visual proof of the product’s benefit

16. RTB’s #5: Guarantees Assertionthat you can believe a product is right for you because the maker is willing to put their money where their mouth is Best sleep to London — guaranteed We promise that on your next flight to London in Club World, you'll have the most ideal environment in which to sleep. It's that simple. If you're not completely satisfied, tell us why via our Best Sleep survey and we'll award you a complimentary one-way upgrade to FIRST on a future flight.

17. RTB #6: Testimonials & Ratings Assertionthat you can believe a product has claimed attributes because real people say it does Apple’s “Switchers” campaign:

18. RTB #7: Relevant Expert Endorsements Assertionthat you can believe a product has claimed attributes because independent experts support the claim (in formal endorsements, surveys or reviews) “Both CNET and ZDNET awarded McAfee Virus Scan Editors' Choice over Norton Anti Virus.”

19. RTB #8: Social Proof Assertionthat you can believe a product is right for you because a large number of other people have found it right for them “More insomniacs get their news from… than from any other source”

20. RTB #9: Head-to-Head vs. Competition Assertionthat you can believe a product is better than the alternative because of demonstrated specific areas of superiority Older versions can be “the competition” too … Apple asserts Macs are superior to PC because Mac Geniuses provide in-person customer support Pampers Cruisers now have 1/3 less bulk between the legs, giving your baby the freedom to twist, turn, crawl, and walk. So great to have a real person you can got to when you need help

21. RTB #10: “Borrowed” Equity Assertion that you can believe a product has claimed attributes because of its association with another entity known to have them Maybelline makeup uses the name “Maybelline New York” to attach it in your mind to associations you have with New York’s “city style”. I’m not a doctor, but I play one on TV A two-fer with borrowed Celebrity Equity and implied Expert Endorsement

22. RTB #11: Metaphor Assertionthat you can believe a product has claimed attributes because it works like something else you are familiar with

23. RTB #12: Shared Values Assertionthat you can believe a product has claimed attributes because the brand has shown they share your values You can believe Yoplait “is so good” for your body and spirit because they help you support breast cancer research

25. Proposed Naming Architecture Name “Tag” If we follow each event or award name with a simple reference to the Institute name, we gain all the flexibility we need in terms of what we name the event or award. Structure: • Award A Awarded by The Anita Borg Institute • Program A An Anita Borg Institute Program Examples: • The Women of Vision Awards An Anita Borg Institute Program • Top Company for Technical Women Awarded by The Anita Borg Institute

26. Name and Tag Line Name: Anita Borg Institute Name with Tagline: Anita Borg Institute for Women and Technology