Marketing & Branding for Show Me the Money Day 2016

Presented by: Lisa Assenmacher

Communications & Training SpecialistCEDAM

lisa@cedam.info

I. What does branding mean?II. Why is it important for SMTMD?III. What is marketing?IV. Marketing planning

I. Audience identificationII. StrategiesIII. Message definition – Group input

Branding

The marketing practice that articulates a set of values,

goals and promises that identifies and differentiates a

group or product from others.

It is a promise that you make to your clients and the community

Source: Branding for Nonprofit

Consistent, strong branding:

• Looks professional and organized

• Helps build a reputation

• Grows your audience

• Gives you a visual presence

• Expresses values and personality

• Identifies you with your niche

• Will eventually save you advertising money because your name becomes recognizable

Show Me the Money Day Brand

• The convergence of different organizations:

• What do you all have in common?

• How can we work together to create a campaign that helps us all?

What You Get

• Graphic Design Assistance from CEDAM– Marketing materials in email and print format– Individualized event themes

• Define and articulate unified messages we are all comfortable with

• Customized messages, tweets, tips, a press release and guidance

• Marketing plan and support

Marketing:

The action taken to promote your business or

product.

Marketing Plan:The blueprint that outlines

how you plan to do it.

Define Your Audiences:

• Public – The people you want to attend your event

• Media – The people who will help share the message of your event

• Sponsors – The people who will help pay for the event

Messaging: General Public

• What it is and why it should be trusted• What’s in it for them?– Tell them clearly, consistently and often

What are the important values and key messages you want to get across?

Strategic Placement: Community

• Go where your audience isIn person and posting promotional items:Neighborhood/Community Meetings, Libraries, City Hall, State Departments (like DHS), community centers, bus stops, Schools, child care centers, restaurants, coffee shops and city centers…

What materials do you want/need?

• Make yourself easy to find – include event info, contacts, website, etc.

Strategic Placement: Electronic

• Electronic reminders – Emails, newsletters– Send them to partners and general contact list

• Partners: Organizations with similar interests, universities, municipalities and other groups that have email lists with a potentially interested audience.

– Ask them to help spread the word• Email Signature• Cross promote for other SMTMD events• Refer to the website

Strategic Placement: Social Media• Share engaging and visual content• Give attention to sponsors and other

organizing partners– Hash tags, facebook tags, photos and other call-

out information will help expand your reach• Give attention to other SMTMD events across

Michigan

What strategies have worked for you?Where are your challenges?

Messaging: Media• Information about the event• Mention that it is statewide• Define the purpose• Personal stories and statistics

• Action item Share stories from your communities for the website

What stories, data, and messages are important for you?

Strategic Placement

• Send press releases to email and twitter• Direct them to the website• Ensure they have your contact information

and website

If you choose to create more…

• SMTMD Logo – on all items• Website• Contact information• Messaging, style and tone consistent with

brand

Both marketing and branding is only effective when everybody is on board believes in, and shares the same message consistently.