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THE BASICS OF BRANDING AND MEDIA

THE BASICS OF BRANDING AND MEDIA. Presented by: Tim Mullin, Chair YNPN Southern Nevada Saturday, June 28, 2013. THINK OF YOUR BRAND AS A COOKIE…. Cookie Ingredients. Your brand identity (logo, marketing pieces) is like flour, the glue that holds the cookie together

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THE BASICS OF BRANDING AND MEDIA

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  1. THE BASICS OF BRANDING AND MEDIA Presented by: Tim Mullin, Chair YNPN Southern Nevada Saturday, June 28, 2013

  2. THINK OF YOUR BRAND AS A COOKIE…..

  3. Cookie Ingredients • Your brand identity (logo, marketing pieces) is like flour, the glue that holds the cookie together • Online media (Facebook, Twitter, LinkedIn, Constant Contact, Google, Instagram, etc.) is the sugar that sweetens the cookie. Without it, your organization will be bland and irrelevant. • Traditional media (TV, print, radio advertising etc.) is like baking soda; an ingredient many people don’t think is necessary in the digital world, but is essential to the success of the cookie. • Your PR campaign is like the chocolate chips. Without the chocolate chips, your cookie has no flavor, no pizzazz, and, no one will know how good the cookie tastes. • Your word of mouth reputation is like cookie quality control; if people hear that your cookie doesn‘t taste good, no one will buy it.

  4. IT STARTS WITH A PLAN….

  5. THE FIVE W’S know your target audience • Who are your members? • Age? • Income? • Education/Experience? • What do they want? • Professional development events? • Social events? • Networking events? • Where do they want to meet? • At the workplace? • In a business setting? • At a bar/restaurant?

  6. THE FIVE W’Sknow your target audience • When do they want to come to an event? • Before work? • At lunch? • After work? Happy hour? • Why do they come? • Pleasure? • Need experience? • Told by a boss? • Convenience? • Necessity?

  7. BRAND YOUR PROGRAMMING TO YOUR AUDIENCE

  8. BRAND YOUR PROGRAMMING TO YOUR AUDIENCE • Embrace your Strategic Plan • YNPN of Southern Nevada created 3 strategic directions that we even use in our marketing: • Cultivating Professionals • Driving Solutions • Nurturing Connectedness • Stay Consistent • With time, dates for each program • With Name Recognition • Stay In Contact • Get event feedback • Survey Monkey

  9. BRAND YOUR PROGRAMMING TO YOUR AUDIENCE YNPN Southern Nevada Event: • Access to Experts - Quartely • Building Blocks Series – Twice a Year • Strictly Social – Quarterly • BrainTrust – Every other Month • Community Connections – Quarterly

  10. GET TO KNOW THE MEDIA • TV is the visual medium • Types of TV coverage: • Assignment desk: breaking and hard news, segments such as Health • Live shot • In studio interviews • Media sponsorships and event hosting • Community calendars • :15 and :30 second public service announcements • :15 and :30 second commercials • What makes a good TV interview? • Great visual • Heartfelt personal story • Newsworthy event, such as the opening of a new clinic • Guests that are prepared and professional (In studio)

  11. GET TO KNOW THE MEDIA • Radio is the emotional medium • Types of radio coverage: • Morning or afternoon interview • Public Service Announcements • Community Affairs shows • Media sponsorships and event hosting • Public service announcements (PSAs) • :15, :30 and :60 second commercials • What makes a good radio interview? • Heartfelt personal story • Guest that are prepared and professional • Testimonials and success stories

  12. GET TO KNOW THE MEDIA • Print/Online - the intellectual medium • Types of print coverage • Hard news stories • Feature stories • Profiles; Pinpoint Publication’s Meet the Neighbor • Award submissions, such as the Angel Awards, 40 under 40 • Listings, briefs, blurbs • Post -event photos and publicity • Media sponsorships and event hosting • Full, half and quarter page ads • What makes a great print/online story? • Unique story idea that hasn’t been covered before • Newsworthy • Volunteer or donor that has done something really special

  13. GET TO KNOW THE MEDIA • Social media platforms - the quick sharing of information to build your community base. • Facebook: Needs fresh content, photos and video. A reason for people to keep coming back. • Twitter: Great for promoting events • LinkedIn: Great for building relationships with donors and referral sources • You Tube: Video sharing • Pinterest: Needs colorful visuals, such as cooking, baking and fashion • Online reputation management • Yelp • Yahoo • Email marketing: Permission-based marketing that helps build relationships with your current members and supporters • Constant Contact and Survey Monkey

  14. How can you help be a PR ambassador for Your YNPN chapter?

  15. How you can help? • Develop a pitch/elevator speech. • Stay consistent. Make sure everyone has a similar pitch • Keep your eyes open for heartwarming story ideas with volunteers, donors, members, and supporters • Ask if members/donors/supporters are comfortable doing media • Engage in your social media platforms • Sharing is caring! • Always have your camera ready at events • Use these as ice breakers to talk about your programs and fundraising • Be patient as quality PR takes time 

  16. THANK YOU! Tim Mullin, Chair YNPN Southern Nevada P.O. Box 2314 Las Vegas, NV 89125 702-768-9295 or chair@ynpnsouthernnevada.org

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