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Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
Non-Pro�t Programs MarketingAchieving Results Through Branding
Webinar Date:Tuesday, June 14, 2011
Overview:
• What is Branding?
• TOP 5 Aspects of a Successful Brand (relevance to creating e�ective outreach print materials)
• Reference Modules
Learning Objective:
After this webinar you will be able to create improved and e�ective print outreach materials, working with resources available to you, by applying The TOP 5 aspects of successful brands.
1
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
BRANDS are built on what people are saying about you, not what you’re saying about yourself.
2
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
What is
Branding
?
3
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
“I’m a great dancer.”
Marketing
4
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
“I’m a great dancer.” “Trust me, he isa great dancer.”
Marketing Public Relations
5
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
“I’m a great dancer.” “Trust me, he isa great dancer.”
“I’m a great dancer. I’m a great dancer. I’m a great dancer.”
Marketing
Advertising
Public Relations
6
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
“I’m a great dancer.” “Trust me, he isa great dancer.”
“I’m a great dancer. I’m a great dancer. I’m a great dancer.”
“I understand thatyou’re a great dancer”
Marketing
Advertising
Public Relations
BRANDING7
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
What can be branded?
Organizations
Programs
Initiativesand Campaigns
Events
8
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
05 Consistency
04 VisualIdentity
03 Message01 Relevance
02 Audience
The TOP 5 Aspects of a Successful Brand
9
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
05 Consistency
04 VisualIdentity
03 Message01 Relevance
02 Audience
The TOP 5 Aspects of a Successful Brand
10
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
01: RELEVANCEDoes your… organization program initiative event … make sense?
• How do you impact a niche audience?
• How are you different?
• Are you offering something new?
11
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
05 Consistency
04 VisualIdentity
03 Message01 Relevance
02 Audience
The TOP 5 Aspects of a Successful Brand
12
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
02: AUDIENCEHow well do you know your audience?
• Gender
• Race/Ethnicity
• Location
• Beliefs
• Behaviors, interests, hobbies
• Culture
• Literacy Skills
13
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
05 Consistency
04 VisualIdentity
03 Message01 Relevance
02 Audience
The TOP 5 Aspects of a Successful Brand
14
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
03: MESSAGEIs your message clear?
A targeted message is read and absorbed more readily than a generic one.
• Identify and understand your AUDIENCE (outreach clients, supporters, donors, the media)
• Present a clear MESSAGE
• Use the correct TONE
• Tell your audience what ACTIONS to take
• Present your text CLEARLY
- Different text sizes for headings, subheadings and paragraph text
- Use bulleted lists
- Use whitespace and margins
15
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
03: MESSAGEHow can my message be more clear?
• Give the most important information first
• Limit the number of messages
• Tell audiences what they need to do
• Tell your audience what they will gain from understanding and using the material
• Choose your words carefully
✓ WORDS of 1 or 2 syllables
✓ SENTENCES between 8 and 10 words
✓ PARAGRAPHS between 3 and 5 sentences
16
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
03: MESSAGEHow can my message be more clear?
• Give the most important information first
• Limit the number of messages
• Tell audiences what they need to do
• Tell your audience what they will gain from understanding and using the material
• Choose your words carefully
✓ Keep it short
✓ Communicate as if talking to a friend
✓ Avoid talking down to your audience
✓ Use an encouraging tone
✓ Limit jargon, technical or scientific info
✓ Choose words with a single meaning
✓ Be consistent with word use
✓ Use analogies familiar to your audience
✓ Avoid abbreviations or acronyms
✓ Limit use of statistics
17
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
03: MESSAGEWhere do you present your message?
• Mission Statements
• Press Releases
• Brochures, Fliers, Door Hangers
• Websites
• Advertising
• Media Interviews
• Blog Posts, Tweets
• Correspondence
• “On Hold” Messages
• Word of Mouth
18
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
03: MESSAGEPre-test your materials with a samplegroup from your audience
• Readability Level
• Understanding of key messages
• Understanding of calls to action
✓
19
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.20
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.21
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.22
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.23
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
05 Consistency
04 VisualIdentity
03 Message01 Relevance
02 Audience
The TOP 5 Aspects of a Successful Brand
24
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
04: VISUAL IDENTITYPeople attribute personality to servicesand products based on their appearanceand how they interact.
Elements of a Brand Identity:
• Logo Graphic • Color Use • Typefaces • Visual Library - Photos
- Illustrations
25
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
04: VISUAL IDENTITY
TRY IT!Can you identify the followingRETAIL CHAINS based on a partof their logo graphic…
Elements of a Brand Identity:
• Logo Graphic
• Color Use
• Typefaces
• Visual Library - Photos
- Illustrations
26
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
04: VISUAL IDENTITY
Keeping your logo graphic frombeing distorted enhances itsability to be recognizedquickly and easily.
Elements of a Brand Identity:
• Logo Graphic
• Color Use
• Typefaces
• Visual Library - Photos
- Illustrations
27
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
Protect your brand from an early demise…
Don’t mess with the logo.
The Stretched or Squished
logoThe Tilted
logoThe Re-colored
logoThe Retyped
logo
The LowResolution
logo
04: VISUAL IDENTITY
28
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
04: VISUAL IDENTITY
Elements of a Brand Identity:
• Logo Graphic
• Color Use
• Typefaces
• Visual Library - Photos
- Illustrations
TRY IT!Match these restaurants with their brand colors… Pizza Hut Chili’s IHOP Dunkin Donuts KFC Burger King Starbucks Taco Bell
29
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
04: VISUAL IDENTITY
Elements of a Brand Identity:
• Logo Graphic
• Color Use
• Typefaces
• Visual Library - Photos
- Illustrations
Using your organization’scolor palette reinforces yourestablished brand
30
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
04: VISUAL IDENTITY
Elements of a Brand Identity:
• Logo Graphic
• Color Use
• Typefaces
• Visual Library - Photos
- Illustrations
Establish a consistent set oftypefaces (fonts) that you usein your materials… and stickwith them!
Serif
Sans-Serif
Display
Script
Ex: Times, Georgia
• Most easily read typefaces• Good for use in paragraph text• 12-14pt (14pt is ideal for older audiences).
Ex: Arial, Trebuchet, Verdana
• Great to show contrast for headlines, subheads and call-out text.• Usually used 2pt larger than paragraph text.
Ex: Trajan, Papyrus, Comic Sans
• Good for conveying a theme• Mostly used sparingly for headlines, where they can be displayed at 18pts or larger.• Always test for readability!
Ex: Mistral, Holly
• Can be VERY difficult to read.• Not for paragraph text.• Alternate idea: Use italicized versions of traditional fonts.
31
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
04: VISUAL IDENTITY
Elements of a Brand Identity:
• Logo Graphic
• Color Use
• Typefaces
• Visual Library
Compile a library of stock imagesand photos that you have takenon your own. Reuse illustrationsand icons across your materials.
Illustrations:
Photos:
32
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
05 Consistency
04 VisualIdentity
03 Message01 Relevance
02 Audience
The TOP 5 Aspects of a Successful Brand
33
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
05: CONSISTENCY
• Repeat Clear Messages - Objective - Call to Action
• Repeat Visuals - Logos - Colors - Typefaces - Photos - Illustrations
34
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
05: CONSISTENCY AUDIT REVISION
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Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
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CONSISTENT MESSAGE:
CONSISTENT VISUALS: ✓ Logo
05: CONSISTENCY AUDIT REVISION
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• Immitto quidne te tego suscipit similis te augue usitas ratis iriure os regula aliquam. Ratis probo dignissim meus tristique jus praemitto.
CONSISTENT MESSAGE:
CONSISTENT VISUALS: ✓ Logo ✓ Color
05: CONSISTENCY AUDIT REVISION
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Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
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Ut iusto iriure accumsan dignissim iustum, typicus. Duis neque velit delenit oppeto quis mauris fere delenit eros duis illum aliquip nonummy quia. Olim, mara accumsan ea ut et brevitas luctus macto. Immitto quidne te tego suscipit similis te augue usitas ratis iriure os regula aliquam. Ratis probo dignissim meus tristique jus praemitto.
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• Immitto quidne te tego suscipit similis te augue usitas ratis iriure os regula aliquam. Ratis probo dignissim meus tristique jus .
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• Immitto quidne te tego suscipit similis te augue usitas ratis iriure os regula aliquam. Ratis probo dignissim meus tristique jus praemitto.
• Ut iusto iriure accumsan dignissim iustum, typicus. Duis neque velit delenit oppeto quis mauris fere delenit oppeto.
• Eros duis illum aliquip nonummy quia. Olim, mara accumsan ea ut et brevitas luctus macto.
• Immitto quidne te tego suscipit similis te augue usitas ratis iriure os regula aliquam. Ratis probo dignissim meus tristique jus praemitto.
• Ut iusto iriure accumsan dignissim iustum, typicus. Duis neque velit delenit oppeto quis mauris fere delenit oppeto.
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• Immitto quidne te tego suscipit similis te augue usitas ratis iriure os regula aliquam. Ratis probo dignissim meus tristique jus praemitto.
• Ut iusto iriure accumsan dignissim iustum, typicus. Duis neque velit delenit oppeto quis mauris fere delenit oppeto.
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• Ut iusto iriure accumsan dignissim iustum, typicus. Duis neque velit delenit oppeto quis mauris fere delenit oppeto.
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CONSISTENT MESSAGE: ✓ Content
CONSISTENT VISUALS: ✓ Logo ✓ Color
05: CONSISTENCY AUDIT REVISION
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Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
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• Immitto quidne te tego suscipit similis te augue usitas ratis iriure os regula aliquam. Ratis probo dignissim meus tristique jus praemitto.
• Ut iusto iriure accumsan dignissim iustum, typicus. Duis neque velit delenit oppeto quis mauris fere delenit oppeto.
• Eros duis illum aliquip nonummy quia. Olim, mara accumsan ea ut et brevitas luctus macto.
• Immitto quidne te tego suscipit similis te augue usitas ratis iriure os regula aliquam. Ratis probo dignissim meus tristique jus praemitto.
• Ut iusto iriure accumsan dignissim iustum, typicus. Duis neque velit delenit oppeto quis mauris fere delenit oppeto.
• Eros duis illum aliquip nonummy quia. Olim, mara accumsan ea ut et brevitas luctus macto.
• Immitto quidne te tego suscipit similis te augue usitas ratis iriure os regula aliquam. Ratis probo dignissim meus tristique jus praemitto.
• Ut iusto iriure accumsan dignissim iustum, typicus. Duis neque velit delenit oppeto quis mauris fere delenit oppeto.
• Eros duis illum aliquip nonummy quia. Olim, mara accumsan ea ut et brevitas luctus macto.
• Immitto quidne te tego suscipit similis te augue usitas ratis iriure os regula aliquam. Ratis probo dignissim meus tristique jus praemitto.
• Ut iusto iriure accumsan dignissim iustum, typicus. Duis neque velit delenit oppeto quis mauris fere delenit oppeto.
• Eros duis illum aliquip nonummy quia. Olim, mara accumsan ea ut et brevitas luctus macto.
• Immitto quidne te tego suscipit similis te augue usitas ratis iriure os regula aliquam. Ratis probo dignissim meus tristique jus praemitto.
Opportunity! Opportunity! Opportunity! Opportunity!
CONSISTENT MESSAGE: ✓ Content ✓ Headline
CONSISTENT VISUALS: ✓ Logo ✓ Color
05: CONSISTENCY AUDIT REVISION
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Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
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Ut iusto iriure accumsan dignissim iustum, typicus. Duis neque velit delenit oppeto quis mauris fere delenit eros duis illum aliquip nonummy quia. Olim, mara accumsan ea ut et brevitas luctus macto. Immitto quidne te tego suscipit similis te augue usitas ratis iriure os regula aliquam. Ratis probo dignissim meus tristique jus praemitto.
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• Ut iusto iriure accumsan dignissim iustum, typicus. Duis neque velit delenit oppeto quis mauris fere delenit
• eros duis illum aliquip nonummy quia. Olim, mara accumsan ea ut et brevitas luctus macto.
• Immitto quidne te tego suscipit similis te augue usitas ratis iriure os regula aliquam. Ratis probo dignissim meus tristique jus .
• Dignissim iriure ludus tation autem ibidem minim. Ut, reprobo, nibh, autem singularis sed, ingenium luptatum dolus eu gilvus gilvus scisco, esse vero.
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• Ut iusto iriure accumsan dignissim iustum, typicus. Duis neque velit delenit oppeto quis mauris fere delenit
• eros duis illum aliquip nonummy quia. Olim, mara accumsan ea ut et brevitas luctus macto.
• Immitto quidne te tego suscipit similis te augue usitas ratis iriure os regula aliquam. Ratis probo dignissim meus tristique jus praemitto.
Apply [email protected](888) 555-1212
Apply [email protected](888) 555-1212
Apply [email protected](888) 555-1212
Apply [email protected](888) 555-1212
• Ut iusto iriure accumsan dignissim iustum, typicus. Duis neque velit delenit oppeto quis mauris fere delenit oppeto.
• Eros duis illum aliquip nonummy quia. Olim, mara accumsan ea ut et brevitas luctus macto.
• Immitto quidne te tego suscipit similis te augue usitas ratis iriure os regula aliquam. Ratis probo dignissim meus tristique jus praemitto.
• Ut iusto iriure accumsan dignissim iustum, typicus. Duis neque velit delenit oppeto quis mauris fere delenit oppeto.
• Eros duis illum aliquip nonummy quia. Olim, mara accumsan ea ut et brevitas luctus macto.
• Immitto quidne te tego suscipit similis te augue usitas ratis iriure os regula aliquam. Ratis probo dignissim meus tristique jus praemitto.
• Ut iusto iriure accumsan dignissim iustum, typicus. Duis neque velit delenit oppeto quis mauris fere delenit oppeto.
• Eros duis illum aliquip nonummy quia. Olim, mara accumsan ea ut et brevitas luctus macto.
• Immitto quidne te tego suscipit similis te augue usitas ratis iriure os regula aliquam. Ratis probo dignissim meus tristique jus praemitto.
• Ut iusto iriure accumsan dignissim iustum, typicus. Duis neque velit delenit oppeto quis mauris fere delenit oppeto.
• Eros duis illum aliquip nonummy quia. Olim, mara accumsan ea ut et brevitas luctus macto.
• Immitto quidne te tego suscipit similis te augue usitas ratis iriure os regula aliquam. Ratis probo dignissim meus tristique jus praemitto.
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CONSISTENT MESSAGE: ✓ Content ✓ Headline ✓ Call to Action
CONSISTENT VISUALS: ✓ Logo ✓ Color
05: CONSISTENCY AUDIT REVISION
40
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
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Ut iusto iriure accumsan dignissim iustum, typicus. Duis neque velit delenit oppeto quis mauris fere delenit eros duis illum aliquip nonummy quia. Olim, mara accumsan ea ut et brevitas luctus macto. Immitto quidne te tego suscipit similis te augue usitas ratis iriure os regula aliquam. Ratis probo dignissim meus tristique jus praemitto.
Dignissim iriure ludus tation autem ibidem minim. Ut, reprobo, nibh, autem singularis sed, ingenium luptatum dolus eu gilvus gilvus scisco, esse vero.
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Email us Today! [email protected]
Dignissim iriure ludus tation autem ibidem minim. Ut, rep robo, nibh, autem singularis sed, ingenium luptatum dolus eu gilvus gilvus scisco, esse vero.
Ut iusto iriure accumsan dignissim iustum, typicus. Duis neque velit delenit oppeto quis mauris fere delenit eros duis illum aliquip nonummy quia. Olim, mara accumsan ea ut et brevitas luctus macto. Immitto quidne te tego suscipit similis te augue usitas ratis iriure os regula aliquam. Ratis probo dignissim meus tristique jus praemitto.
brevitas luctus macto. Immitto quidne te tego suscipit similis te augue usitas ratis iriure os regula aliquam. Ratis probo dignissim meus tristique jus.
Get This
Visit: www.oursite.com
• Ut iusto iriure accumsan dignissim iustum, typicus. Duis neque velit delenit oppeto quis mauris fere delenit
• eros duis illum aliquip nonummy quia. Olim, mara accumsan ea ut et brevitas luctus macto.
• Immitto quidne te tego suscipit similis te augue usitas ratis iriure os regula aliquam. Ratis probo dignissim meus tristique jus .
• Dignissim iriure ludus tation autem ibidem minim. Ut, reprobo, nibh, autem singularis sed, ingenium luptatum dolus eu gilvus gilvus scisco, esse vero.
Learn ThisStuff from Us
[email protected](888) 555-1212
• Ut iusto iriure accumsan dignissim iustum, typicus. Duis neque velit delenit oppeto quis mauris fere delenit
• eros duis illum aliquip nonummy quia. Olim, mara accumsan ea ut et brevitas luctus macto.
• Immitto quidne te tego suscipit similis te augue usitas ratis iriure os regula aliquam. Ratis probo dignissim meus tristique jus praemitto.
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Apply [email protected](888) 555-1212
Apply [email protected](888) 555-1212
Apply [email protected](888) 555-1212
• Ut iusto iriure accumsan dignissim iustum, typicus. Duis neque velit delenit oppeto quis mauris fere delenit oppeto.
• Eros duis illum aliquip nonummy quia. Olim, mara accumsan ea ut et brevitas luctus macto.
• Immitto quidne te tego suscipit similis te augue usitas ratis iriure os regula aliquam. Ratis probo dignissim meus tristique jus praemitto.
• Ut iusto iriure accumsan dignissim iustum, typicus. Duis neque velit delenit oppeto quis mauris fere delenit oppeto.
• Eros duis illum aliquip nonummy quia. Olim, mara accumsan ea ut et brevitas luctus macto.
• Immitto quidne te tego suscipit similis te augue usitas ratis iriure os regula aliquam. Ratis probo dignissim meus tristique jus praemitto.
• Ut iusto iriure accumsan dignissim iustum, typicus. Duis neque velit delenit oppeto quis mauris fere delenit oppeto.
• Eros duis illum aliquip nonummy quia. Olim, mara accumsan ea ut et brevitas luctus macto.
• Immitto quidne te tego suscipit similis te augue usitas ratis iriure os regula aliquam. Ratis probo dignissim meus tristique jus praemitto.
• Ut iusto iriure accumsan dignissim iustum, typicus. Duis neque velit delenit oppeto quis mauris fere delenit oppeto.
• Eros duis illum aliquip nonummy quia. Olim, mara accumsan ea ut et brevitas luctus macto.
• Immitto quidne te tego suscipit similis te augue usitas ratis iriure os regula aliquam. Ratis probo dignissim meus tristique jus praemitto.
Opportunity! Opportunity! Opportunity! Opportunity!
CONSISTENT MESSAGE: ✓ Content ✓ Headline ✓ Call to Action
CONSISTENT VISUALS: ✓ Logo ✓ Color ✓ Images
05: CONSISTENCY AUDIT REVISION
41
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
Apply [email protected](888) 555-1212
Apply [email protected](888) 555-1212
Apply [email protected](888) 555-1212
Apply [email protected](888) 555-1212
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• Eros duis illum aliquip nonummy quia. Olim, mara accumsan ea ut et brevitas luctus macto.
• Immitto quidne te tego suscipit similis te augue usitas ratis iriure os regula aliquam. Ratis probo dignissim meus tristique jus praemitto.
• Ut iusto iriure accumsan dignissim iustum, typicus. Duis neque velit delenit oppeto quis mauris fere delenit oppeto.
• Eros duis illum aliquip nonummy quia. Olim, mara accumsan ea ut et brevitas luctus macto.
• Immitto quidne te tego suscipit similis te augue usitas ratis iriure os regula aliquam. Ratis probo dignissim meus tristique jus praemitto.
• Ut iusto iriure accumsan dignissim iustum, typicus. Duis neque velit delenit oppeto quis mauris fere delenit oppeto.
• Eros duis illum aliquip nonummy quia. Olim, mara accumsan ea ut et brevitas luctus macto.
• Immitto quidne te tego suscipit similis te augue usitas ratis iriure os regula aliquam. Ratis probo dignissim meus tristique jus praemitto.
• Ut iusto iriure accumsan dignissim iustum, typicus. Duis neque velit delenit oppeto quis mauris fere delenit oppeto.
• Eros duis illum aliquip nonummy quia. Olim, mara accumsan ea ut et brevitas luctus macto.
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Apply [email protected](888) 555-1212
Apply [email protected](888) 555-1212
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• Ut iusto iriure accumsan dignissim iustum, typicus. Duis neque velit delenit oppeto quis mauris fere delenit oppeto.
• Eros duis illum aliquip nonummy quia. Olim, mara accumsan ea ut et brevitas luctus macto.
• Immitto quidne te tego suscipit similis te augue usitas ratis iriure os regula aliquam. Ratis probo dignissim meus tristique jus praemitto.
• Ut iusto iriure accumsan dignissim iustum, typicus. Duis neque velit delenit oppeto quis mauris fere delenit oppeto.
• Eros duis illum aliquip nonummy quia. Olim, mara accumsan ea ut et brevitas luctus macto.
• Immitto quidne te tego suscipit similis te augue usitas ratis iriure os regula aliquam. Ratis probo dignissim meus tristique jus praemitto.
• Ut iusto iriure accumsan dignissim iustum, typicus. Duis neque velit delenit oppeto quis mauris fere delenit oppeto.
• Eros duis illum aliquip nonummy quia. Olim, mara accumsan ea ut et brevitas luctus macto.
• Immitto quidne te tego suscipit similis te augue usitas ratis iriure os regula aliquam. Ratis probo dignissim meus tristique jus praemitto.
• Ut iusto iriure accumsan dignissim iustum, typicus. Duis neque velit delenit oppeto quis mauris fere delenit oppeto.
• Eros duis illum aliquip nonummy quia. Olim, mara accumsan ea ut et brevitas luctus macto.
• Immitto quidne te tego suscipit similis te augue usitas ratis iriure os regula aliquam. Ratis probo dignissim meus tristique jus praemitto.
Opportunity! Opportunity! Opportunity! Opportunity!
05: CONSISTENCY AUDIT REVISION
42
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
05 Consistency
04 VisualIdentity
03 Message01 Relevance
02 Audience
Organizations | Programs | Initiatives & Campaigns | Events
43
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
ReferenceModules
Additional reading is available for further exploration into several topics that have been introduced in this presentation. They are available in PDF format and intended to provide a general overview.
m01: Developing an E�ective Message
m02: Writing a Traditional Press Release
m03: The Social Media Release (SMR)
m04: Compiling a Visual Library
m05: Designing a Tri-Fold Brochure
44
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
ReferenceModules
Additional reading is available for further exploration into several topics that have been introduced in this presentation. They are available in PDF format and intended to provide a general overview.
m01: Developing an E�ective Message
Topics Include:
• Understanding Your Audience
• Presenting a Clear Message
• Using the Correct Tone
• Working with Type
45
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
ReferenceModules
Additional reading is available for further exploration into several topics that have been introduced in this presentation. They are available in PDF format and intended to provide a general overview.
m02: Writing a Traditional Press Release
Topics Include:
• What is a Press Release?
• What is Newsworthy?
• The Structure of a Press Release
• Etiquette for Contacting Reporters
• Emailing a Press Release
• Tips
46
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
ReferenceModules
Additional reading is available for further exploration into several topics that have been introduced in this presentation. They are available in PDF format and intended to provide a general overview.
m03: The Social Media Release (SMR)
Topics Include:
• What is a Social Media Release
• Crafting a Social Media Release
• Distributing a Social Media Release
47
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
ReferenceModules
Additional reading is available for further exploration into several topics that have been introduced in this presentation. They are available in PDF format and intended to provide a general overview.
m04: Compiling a Visual Library
Topics Include:
• Ideal Image Formats
• Working with Illustrations
• Online Resources
• Storage and Sharing
48
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
ReferenceModules
Additional reading is available for further exploration into several topics that have been introduced in this presentation. They are available in PDF format and intended to provide a general overview.
m05: Designing a Successful Tri-Fold Brochure
Topics Include:
• Visual Style References
• Layout Overview
• Margins
• Front Design
• Back Design
49
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
ReferenceModules
Additional reading is available for further exploration into several topics that have been introduced in this presentation. They are available in PDF format and intended to provide a general overview.
Download the Reference Modules Today!
http://tinyurl.com/pop-modules
Also—We recommend this PDF great manual from the CDCwhich addresses the topic of messaging: “Simply Put”
www.cdc.gov/healthmarketing/pdf/Simply_Put_082010.pdf
NOTE: This link will expire in about a week (from 6/12/2011)
50