Marketing

1. Marketing Strategy Brief 2010-2011

2. Objectives Objectives Increase awareness of GLFC and the Red Winged Award Ceremony. Build relationships with GLFC audience to increase engagement and longevity of partnerships. Define the marketing channels. Define target audience. Strategies Partner with fundraising to drive engagement through the business and academic community. Partner with the communications team to ensure consistent brand messaging through defined marketing channels. Define audience and develop engagement strategy by segment. Build book based on last years cohorts work on assets and general messaging. Measures Growth of active community participation. Attendance at the GLFC ceremony (repeat, new). Establish reusable marketing channel to drive brands equity.

3. Our Thoughts on Brand? Individuals long term and short term perception based on new and prior experiences. Brand equity is built or lost in every touch point where individuals interact or experience the GLFC brand.

4. TheBrand Strategy Growing awareness of inspirational and empowering business leaders that have a positive and sustainable effect on the community. Overall Equity: Memorable on of what we want our brand to stand for in the hearts and minds of our strategic target Exploring where leadership, business acumen, social justice and humanitarian goals intersect. Increasing awareness and quality of leadership through shared experiences of cohort, nominees, business individuals and the community. Brand Character: A brand’s distinctive, long-term personality. How we want to come across. The individual should experience the brand character in every brand experience. • Defining great leadership • Finding great leaders in the community. • Bringing leadership awareness to the community. • Empowering leaders for a just and humane world. • Sharing compelling leadership experience to enable leadership growth. • Establishing and growing a reputable leadership program that educate leaders of tomorrow. Building Blocks: The most important, target relevant performance, emotional and experiential equities that help deliver overall equity. What we want to be known for.

5. Channel Strategy

6. Marketing Channels SU email Social Media Facebook Blog Linked In Website Seattle U Events Print Seattle Times SU Newspaper Puget Sound Business Journal Letters SU Boards PR Press Releases Television News Stations Radio Stations Business Donor/Sponsors Organizational Partnerships

7. SU Trustees Persona

8. Student and Faculty Persona

9. Alumni Persona

10. Business Individuals & Corporations Persona

11. Media Persona

12. Professional Community Groups Persona

13. Taglines • “Building leader of the future” • “Red Winged “Faces of Leadership” “Red Winged is Changing Leadership” • “Creating tomorrows leaders in todays classrooms” • “Showcase GLFC/alumni involved in community efforts” • “Red Winged is Changing Leadership” • “Influencing the community through inspirational business leaders” • “Find methods to communicate alumni leadership success stories” • “Red Winged Leadership at Work” “Creating opportunities for tomorrows leaders” “Building a Community of Red Winged Leaders” • “Committed to finding great leaders in the community” • “Building a Community of Red Winged Leaders” • “Growing leadership education through the community and business world” • “Increasing awareness of inspirational and empowering business leaders for a better tomorrow”

14. Definition of Leadership “Leadership is the art of inspiring and empowering others as a catalyst to guide towards a shared vision with integrity and empathy and awareness.”

15. Seattle University’s Mission “Seattle University is dedicated to educating the whole person, to professional formation, and to empowering leaders for a just and humane world.”

16. Tactics Possible tactics include: (not an exhaustive list) • Website • E-mails • Posters/flyers/table tent cards • Events • Mailings • Public relations (news articles, calendar inclusions, media coverage) • Phone calls • Social media – Facebook, Twitter, etc. • Multimedia - videos • Creative/non-traditional ideas – • Placement in publications (e.g. SU weekly update, Albers newsletter, etc.)

17. Assets Color: The red color used is in the Red Winged Leadership logo is identical to that used by Seattle University. Please use this same red in producing materials for our event. Color specifications are below. Typography: To be consistent with Seattle University communication standards use Garamond or Frutiger font when communicating for or about the GLFC. 4-color process PMS Spot color Hexadecimal RGB____ SU Red: 20c, 100m, 100y, 0k PMS 1805c A42822 164, 30, 34 Standards for Use of Logos: The Red Winged Leadership Logocan be reproduced in the following 2 ways. Do not reproduce using additional colors. The logo may be reproduced in any size, but do not alter the proportions of the logo In any way.

18. Priority of Touchpoints • Connecting with business individuals and corporations to increase awareness and fundraising dollars. • Alumni and Executive MBA program. • Board of Trustees • Chamber of commerce • Political circles • Media outlets to gain interest for a story or PR spot.