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> AENC: Advanced Marketing> VisionPoint Marketing> May 17, 2011
Tuesday, May 17, 2011
visionpoint overview
Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.
> established in March 2001
> located in Raleigh, NC with 14 employees
> specialize in online marketing consultation and execution
> strategy through to execution and measurement
> numerous design and business awards
> focus on what’s right for client (research, design, tech agnostic)
> higher education, non-profits and B2B
highlights
Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.
our process
Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.
> >
Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.
sample tasks by phase
Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.
core offerings
> strategy
> branding
> web design &
development
> SEO
> paid search
> email marketing
> social media
> print collateral
> integrated campaign
Tuesday, May 17, 2011
brand
Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.
a logo is not your brand
from Design, Form, and Chaos
~ Paul Rand : father of American corporate identity: IBM, ABC, Westinghouse, UPS, etc
> a logo does not sell, it IDENTIFIES
> a logo is rarely a description of a business
> a logo derives its meaning from the QUALITY OF THE THING IT SYMBOLIZES, not the other way around
> a logo is LESS important than the ‘product’ it signifies, what it REPRESENTS is more important than what it looks like
Tuesday, May 17, 2011
Tuesday, May 17, 2011
Tuesday, May 17, 2011
Tuesday, May 17, 2011
Tuesday, May 17, 2011
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the branding process
Tuesday, May 17, 2011
1. getting to know you> research, research and more research> interviews
> competitor analysis
Tuesday, May 17, 2011
2. develop strategy & define personality> words & concepts, not visuals> attributes
> tag line> positioning statement> visual vocabulary
Tuesday, May 17, 2011
3. build your tool box> core visual elements> logo
> colors> typography
Tuesday, May 17, 2011
4. stockpile the arsenal> develop support materials that have specific uses> stationery
> development book> website> email templates> donor presentation
Tuesday, May 17, 2011
5. grow & maintain> develop a sophisticated marketing strategy that will support the goals of the organization
Tuesday, May 17, 2011
brand attributes
Tuesday, May 17, 2011
Brand Attributes are...> words or short phrases that encompass the personality of a brand> inspirational
> rallying points> criteria for strategic and tactical decisions > the foundation for brand development
Tuesday, May 17, 2011
Brand Attributes are NOT ...
> a detailed description of what you do> granular
> your organization’s tag line> meant to spark a discussion over semantics
Tuesday, May 17, 2011
case study
Tuesday, May 17, 2011
The Hamner Institutes for Health Sciences
Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.
> 30 year-old, world-renowned institution
> completely re-inventing itself
the challenge
> defined marketing strategy and marketing plan
> re-named and re-branded (from CIIT to The Hamner)> attributes, positioning statement, logo, tagline, stationery,
signage, website, etc
what we did
Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.
Brand Attributes
Tuesday, May 17, 2011
CollaborationThe central theme of The Hamner
Point of convergence
ALMOST goes without saying
Tuesday, May 17, 2011
Distinction/ExcellenceDr. Hamner is renowned for his commitment to excellence
Rallying point / pride for The Hamner
Become even more distinguished in a very distinguished field through commitment to excellence
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ScholarshipResearch is foundation
UNWAVERING commitment to the highest level pursuit of NEW KNOWLEDGE
Tuesday, May 17, 2011
Credibility30+ years of independent research & relationships with private sector and government
Leverage CIIT’s reputation of being Independent, trustworthy, neutral
Highest levels of integrity
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CommunityThe Hamner is dedicated to improving community (locally and globally)
Unique in this part of country
Involved locally via charitable acts, educational events & economic developmentGlobally involved by enabling r&d that serves all humanity
Tuesday, May 17, 2011
PassionEmotional
Performing at the HIGHEST LEVEL.
Enabling innovationThis is our CALLING ... we are purpose-driven
We are TRULY BETTERING THE HUMAN CONDITION!
Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.
Attribute Constituent Group
Collaboration All groups
Distinction / Excellence Internal + all others
Scholarship Research / Universities
Credibility Pharma / Government
Community Local + global
Passion Internal + all others
brand attributes
Tuesday, May 17, 2011
tag line
Tuesday, May 17, 2011
The Hamner > Employee Event > 06 .14 .07
The Hamner Institutes for Health Sciences
Where great minds & medicine meet.
Tuesday, May 17, 2011
The Hamner > Employee Event > 06 .14 .07
The Hamner Institutes for Health Sciences
Where great minds & medicine meet.
great = distinction / excellence
great minds = scholarship / research
medicine = pharma / passion / calling
meet = collaboration / community
Tuesday, May 17, 2011
Visual VocabularyWhat is it?
> exploratory visual exercise> helps us quickly test visuals against the brand attributes> helps answer: “Roughly, what do we want to look like?”
Tuesday, May 17, 2011
The Hamner > Employee Event > 06 .14 .07
clean but not enough ‘distinction’
Tuesday, May 17, 2011
The Hamner > Employee Event > 06 .14 .07
probably not
Tuesday, May 17, 2011
The Hamner > Employee Event > 06 .14 .07
possibilities: credible, community
Tuesday, May 17, 2011
The Hamner > Employee Event > 06 .14 .07
some potential
Tuesday, May 17, 2011
The Hamner > Employee Event > 06 .14 .07
clean, nice, quiet
Tuesday, May 17, 2011
The Hamner > Employee Event > 06 .14 .07
scholarship, credibility: yes > community, passion: not so much
Tuesday, May 17, 2011
The Hamner > Employee Event > 06 .14 .07
very collaborative > not so credible
Tuesday, May 17, 2011
The Hamner > Employee Event > 06 .14 .07
credible: yes > distinct, passionate: definitely not
Tuesday, May 17, 2011
The Hamner > Employee Event > 06 .14 .07
an opportunity for differentiation exists
Tuesday, May 17, 2011
The Hamner > Employee Event > 06 .14 .07
possibilities
Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.
Tuesday, May 17, 2011
concept> a flexible brand approach where the logo takes on properties of what it represents
> a sheet of paper (representing research) is the vehicle> a blank canvas onto which we can project visions of the future> this approach allows for unlimited growth and flexibility> more of a modern twist YET simple enough to be timeless
Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.
Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.
Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.
Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.
Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.
Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.
Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.
Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.
Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.
Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.
Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.
Tuesday, May 17, 2011
online marketing
Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.
> Website users can’t find what they’re looking for.
> People don’t understand what we do and why we are valuable.
> Our technology is a barrier to communication, not an enabler
(Impedes our ability to market ourselves).
> Our targets don’t know about us.
What are the most common challenges that organizations have?
Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.
> Website users can’t find what they’re looking for = IA
> People don’t understand what we do and why we are valuable =
Messaging & Content Development
> Our technology is a barrier to communication, not an enabler
(Impedes our ability to market ourselves) = CMS
> Our targets don’t know about us = Online Outreach
How can online marketing solve these problems?
Tuesday, May 17, 2011
NC State University Jenkins MBA Program
Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.
Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.
Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.
Tuesday, May 17, 2011
Tuesday, May 17, 2011
Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.
Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.
Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.
Tuesday, May 17, 2011
sample process & deliverables
Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.
create: information architecture
Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.
Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.
create: visual design
Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.
create: build
Tuesday, May 17, 2011
where to start?
Tuesday, May 17, 2011
mini creative brief
> goals
> 5 personality characteristics of your organization
> target audience segments
Tuesday, May 17, 2011
lunch > Q & A
Tuesday, May 17, 2011