Branding & Marketing Your Non-Profit, In Order to Set it Apart
mcdougall & duval advertising | Peoples United Bank
mcdougall & duval advertising | Peoples United Bank
Dan Duval, CEO/Creative Director
• 19 years of agency experience
• Past employers include: Costmopolus, Crowley & Daily, McDougall Associates
• Manages all concept development activities
Jeff Bard, Strategic Planner
• 25 years of advertising and direct marketing experience
• Past employers include: Arnold Worldwide, Mullen, Direct Results Group
• Manages all strategic planning procedures as called for:
• Brand positioning plan
• Target audience segmentation
Meet the Team
Branding & Marketing Your Non-Profit
mcdougall & duval advertising | Peoples United Bank
Peter Hale, Director of Public Relations
• 17 years of communications experience, both as a reporter and public relations professional
• Past employers include: Fidelity Investments, inc.com, Perseus Publishing, Adams Media
• Manages all public relations planning, messaging and outreach
Carie Schelfhaudt, Director of Social Media
• Nearly a decade of social media experience
• 6 years professional agency marketing experience
• Active user since the inception of Facebook and Twitter
• Past employers: Communicators International, CD&M Communications, and KG Partners
• Leads all agency social media marketing efforts on behalf of clients, and manages the agency’s Facebook-preferred, third-party social media platform
Meet the Team
Branding & Marketing Your Non-Profit
mcdougall & duval advertising | Peoples United Bank
Overview
Branding & Marketing Your Non-Profit
Non-Profit Organization = Business• The Branding Process
• Bringing Your Brand to Life
• It’s Not What You Say, It’s What They Say
• Reinforcing & Protecting the Brand
The Branding Process
mcdougall & duval advertising | Peoples United Bank
mcdougall & duval advertising | Peoples United Bank
Level of Communication
The Branding Process
mcdougall & duval advertising | Peoples United Bank
• Rational core message of what your brand represents
• Emotional wrapping communicating the personality of your brand (the look and feel)
• Is it unique, defensible, deliverable and consistent?
• Is it meaningful to customers, employees, prospects and partners?
The Branding Process
Developing Your Brand Focus
mcdougall & duval advertising | Peoples United Bank
Car Exercise
The Branding Process
mcdougall & duval advertising | Peoples United Bank
Internal
• Interview staff (including creative branding exercises) at appropriate and various levels
• Interview members
• Active
• Inactive or lapsed
• Review competitors
External
• Interview local leaders
• Political
• Business
• Community
The Branding Process
Information Gathering
mcdougall & duval advertising | Peoples United Bank
1. In a few sentences, how would you describe ABC
organization?
2. What should be ABC’s short-term goals? Long-term goals?
(new budget test)
3. SWOT analysis…what are ABC’s primary strengths,
weaknesses, opportunities and threats?
4. What should ABC be known for?
5. Why is ABC’s work relevant?
6. How is ABC’s program distinctive?
7. Who is ABC’s target audience? Why should the target
audience care about our organization?
8. Is the “low-hanging fruit” upgrading current members or
acquiring new members?
Sample Questions
The Branding Process
mcdougall & duval advertising | Peoples United Bank
9. What’s the biggest misconception people have about
ABC? Biggest surprise?
10. What is the current market perception? What is the
desired perception?
11. Rank your top 5 competitors. What 5 words come to mind
when I say (name each competitor and our organization…
what is your primary point of differentiation against this
group?
12. Rank from 1-10 (1 the lowest and 10 the highest) your
strengths in the following areas
13. (Compare #1 competitor from above)
14. Corporate personality test (celebrity spokesperson)
• Now
• Tomorrow
15. Last thoughtsThe Branding Process
Sample Questions
mcdougall & duval advertising | Peoples United Bank
The sum total of the thoughts,
feelings, associations or
expectations a consumer
experiences when he or she is
exposed to your name, trademarks,
products, services, interactions,
designs and symbols representing
you.
Suggested Brand Positioning
The Branding Process
mcdougall & duval advertising | Peoples United Bank
A brand must
• Be singular
• Be donor-driven
• Evoke a broad emotional response
• Communicate a specific rational appeal
A brand position answers:
• Who is our target audience?
• How is our program distinctive?
• What do we want to be known for?
• Why is our work relevant (why should our target audience care)?
The Branding Process
Suggested Brand Positioning
mcdougall & duval advertising | Peoples United Bank
Format
• To (the target market), your non-profit is (known for) that (point of difference) and (relevance/care)
• Desirable, Sustainable, Available, Supportable
Suggested Brand Positioning
The Branding Process
mcdougall & duval advertising | Peoples United Bank
The Branding Process
Making the Positioning Relevant
Bringing Your Brand to Life
mcdougall & duval advertising | Peoples United Bank
mcdougall & duval advertising | Peoples United Bank
Bring Your Brand to Life
Bringing Your Brand to Life
mcdougall & duval advertising | Peoples United Bank
Bringing Your Brand to Life
Logo: Starbucks Coffee
mcdougall & duval advertising | Peoples United Bank
Bringing Your Brand to Life
Logo: Google
mcdougall & duval advertising | Peoples United Bank
Bringing Your Brand to Life
Logo: Nike
mcdougall & duval advertising | Peoples United Bank
Bringing Your Brand to Life
Logo: The Red Cross
mcdougall & duval advertising | Peoples United Bank
Bringing Your Brand to Life
Logo: The Salvation Army
mcdougall & duval advertising | Peoples United Bank
Bringing Your Brand to Life
Alive Brands
• Singular
• Evoke emotional response
• Rational appeal
mcdougall & duval advertising | Peoples United Bank
Bringing Your Brand to Life
Post-Brand Positioning Plan
Define Branding Needs• Totally redefine
• Message change
• New way to fundraise
mcdougall & duval advertising | Peoples United Bank
Bringing Your Brand to Life
Post-Brand Positioning Plan
Totally Redefined Brand• Logo tired & stale
• Evolve
• Get younger!
• Shake things up internally
• Morale boost
mcdougall & duval advertising | Peoples United Bank
Example: RTN Federal Credit Union
Bringing Your Brand to Life
mcdougall & duval advertising | Peoples United Bank
Bringing Your Brand to Life
Example: RTN Federal Credit Union – Logo Redesign
mcdougall & duval advertising | Peoples United Bank
Bringing Your Brand to Life
Pepsi Evolution
mcdougall & duval advertising | Peoples United Bank
Bringing Your Brand to Life
Post-Brand Positioning Plan
Changing the Message• Recognized logo
• Brand equity
• Need to maximize assets
mcdougall & duval advertising | Peoples United Bank
Logo: IC Federal Credit Union
Bringing Your Brand to Life
mcdougall & duval advertising | Peoples United Bank
Example: “The Meaning” IC Federal Credit Union Case Study
The “I”
The “C”
The Attributes
mcdougall & duval advertising | Peoples United Bank
Example: “The Meaning” TV Spot
Bringing Your Brand to Life
mcdougall & duval advertising | Peoples United Bank
Bringing Your Brand to Life
Example: “The Meaning Revisited” TV Spot
mcdougall & duval advertising | Peoples United Bank
Example: “The Meaning” Print
Bringing Your Brand to Life
mcdougall & duval advertising | Peoples United Bank
Bringing Your Brand to Life
Example: “The Meaning” Billboard
mcdougall & duval advertising | Peoples United Bank
“The Meaning” Web Banner
Example: “The Meaning” Web Banner/Social Media
Bringing Your Brand to Life
mcdougall & duval advertising | Peoples United Bank
Bringing Your Brand to Life
Rewards of Branding
ROI: 178 percent in one year• New loans: $3.5 million
• New deposits: $1.7 million
• Translate to donations
mcdougall & duval advertising | Peoples United Bank
Bringing Your Brand to Life
Post-Brand Positioning Plan
New way to fundraise• Organizational shift
• Change the way you raise $
• Completely new idea
mcdougall & duval advertising | Peoples United Bank
Bringing Your Brand to Life
JC Penney Then
mcdougall & duval advertising | Peoples United Bank
Bringing Your Brand to Life
JC Penney Now
mcdougall & duval advertising | Peoples United Bank
Example: The Salvation Army, “The Army Behind the Army”
Bringing Your Brand to Life
mcdougall & duval advertising | Peoples United Bank
Bringing Your Brand to Life
New Ideas
Gift ranks• Lieutenant: $1,000 to $4,999
• Captain: $5,000 to $9,999
• Major: $10,000 to $24,999
• Lt. Colonel: $25,000 to $49,999
• Colonel: $50,000 to $99,999
• General: $100,000 and above
mcdougall & duval advertising | Peoples United Bank
Bringing Your Brand to Life
New Ideas Pay Off
Results• Year one: $2 million (exceeded goal)
• Year four: Over $5 million
mcdougall & duval advertising | Peoples United Bank
Bringing Your Brand to Life
Just Do It
Bringing Your Brand to Life Just do it!
• Get people excited about your brand
• Get people talking
It’s Not What You Say, It’s What They Say
mcdougall & duval advertising | Peoples United Bank
mcdougall & duval advertising | Peoples United Bank
• A simple truth: Campaigning used to be about delivering messages
• Now, it’s about creating personal relationships with brands
• To today’s consumer, conversations are far more important than direct
messages alone
• In order to have these conversations, brand owners need to identify who in
the target audience are the greatest influencers who generate the most
online buzz
• 57% of people talk to other people more online than in real life
• In the world of search engine optimization (SEO), likes are considered the
new links
Brand Ambassadors
It’s Not What You Say, It’s What They Say
mcdougall & duval advertising | Peoples United Bank
It’s Not What You Say, It’s What They Say
Brand Ambassadors
mcdougall & duval advertising | Peoples United Bank
Which social networking sites match your brand personality?
It’s Not What You Say, It’s What They Say
mcdougall & duval advertising | Peoples United Bank
It’s Not What You Say, It’s What They Say
Don’t spread yourself too thin
mcdougall & duval advertising | Peoples United Bank
Brand Consistency
It’s Not What You Say, It’s What They Say
mcdougall & duval advertising | Peoples United Bank
It’s Not What You Say, It’s What They Say
Staff Roles & Responsibilities
mcdougall & duval advertising | Peoples United Bank
Centralized Management Platform
It’s Not What You Say, It’s What They Say
mcdougall & duval advertising | Peoples United Bank
Everything you do right is online
• Smart marketers use social media as a tool for top of mind awareness
• If managed properly, social media should:
• Be the voice of your brand
• Establish you as a subject matter expert
• Make you a resource for relevant newsworthy information
• Allow you to generate leads
• Be a facilitator for online donations and contribution campaigns
It’s Not What You Say, It’s What They Say
Top of Mind Awareness
mcdougall & duval advertising | Peoples United Bank
It’s Not What You Say, It’s What They Say
Top of Mind Awareness
mcdougall & duval advertising | Peoples United Bank
Reputation Management
It’s Not What You Say, It’s What They Say
mcdougall & duval advertising | Peoples United Bank
It’s Not What You Say, It’s What They Say
Reputation Management
mcdougall & duval advertising | Peoples United Bank
Everything you do that is perceived to be wrong is online
It’s Not What You Say, It’s What They Say
mcdougall & duval advertising | Peoples United Bank
Top of Mind Awareness
It’s Not What You Say, It’s What They Say
mcdougall & duval advertising | Peoples United Bank
It’s Not What You Say, It’s What They Say
“Unleash Your C” Case Study
mcdougall & duval advertising | Peoples United Bank
“Unleash Your C” Case Study
It’s Not What You Say, It’s What They Say
mcdougall & duval advertising | Peoples United Bank
It’s Not What You Say, It’s What They Say
“Unleash Your C” Case Study
mcdougall & duval advertising | Peoples United Bank
“Unleash Your C” Case Study
It’s Not What You Say, It’s What They Say
mcdougall & duval advertising | Peoples United Bank
It’s Not What You Say, It’s What They Say
“Unleash Your C” Case Study
mcdougall & duval advertising | Peoples United Bank
“Unleash Your C” Case Study
It’s Not What You Say, It’s What They Say
Reinforcing & Protecting the Brand
mcdougall & duval advertising | Peoples United Bank
mcdougall & duval advertising | Peoples United Bank
Where Are We Headed?
Reinforcing & Protecting the Brand
mcdougall & duval advertising | Peoples United Bank
Reinforcing & Protecting the Brand
Looking for Ideas
mcdougall & duval advertising | Peoples United Bank
Looking for Ideas
Reinforcing & Protecting the Brand
mcdougall & duval advertising | Peoples United Bank
Reinforcing & Protecting the Brand
The Offer You Can Make
mcdougall & duval advertising | Peoples United Bank
=
Like Campaigns
Reinforcing & Protecting the Brand
mcdougall & duval advertising | Peoples United Bank
Reinforcing & Protecting the Brand
Like Campaigns
mcdougall & duval advertising | Peoples United Bank
Like Campaigns
Reinforcing & Protecting the Brand
mcdougall & duval advertising | Peoples United Bank
Reinforcing & Protecting the Brand
Brand Compatibility
mcdougall & duval advertising | Peoples United Bank
Brand Compatibility
Reinforcing & Protecting the Brand
mcdougall & duval advertising | Peoples United Bank
Reinforcing & Protecting the Brand
Brand Compatibility
mcdougall & duval advertising | Peoples United Bank
Brand Compatibility
Reinforcing & Protecting the Brand
mcdougall & duval advertising | Peoples United Bank
Reinforcing & Protecting the Brand
Brand Compatibility
mcdougall & duval advertising | Peoples United Bank
Brand Compatibility
Reinforcing & Protecting the Brand
mcdougall & duval advertising | Peoples United Bank
Reinforcing & Protecting the Brand
Protecting Your Brand
mcdougall & duval advertising | Peoples United Bank
Protecting Your Brand
Reinforcing & Protecting the Brand
mcdougall & duval advertising | Peoples United Bank
Reinforcing & Protecting the Brand
Protecting Your Brand
mcdougall & duval advertising | Peoples United Bank
Protecting Your Brand
Reinforcing & Protecting the Brand
mcdougall & duval advertising | Peoples United Bank
Reinforcing & Protecting the Brand
Protecting Your Brand
mcdougall & duval advertising | Peoples United Bank
PR/media coverage,
Reinforcing Your Brand
Reinforcing & Protecting the Brand
mcdougall & duval advertising | Peoples United Bank
Reinforcing & Protecting the Brand
Reinforcing Your Brand
mcdougall & duval advertising | Peoples United Bank
Reinforcing Your Brand
Reinforcing & Protecting the Brand
mcdougall & duval advertising | Peoples United Bank
Reinforcing & Protecting the Brand
Brand Ambassadors
mcdougall & duval advertising | Peoples United Bank
Reinforcing & Protecting the Brand
Brand Ambassadors
mcdougall & duval advertising | Peoples United Bank
Brand Ambassadors
Reinforcing & Protecting the Brand
mcdougall & duval advertising | Peoples United Bank
Reinforcing & Protecting the Brand
Brand Ambassadors
mcdougall & duval advertising | Peoples United Bank
Focus, Fun & Frequency
Reinforcing & Protecting the Brand
mcdougall & duval advertising | Peoples United Bank
Reinforcing & Protecting the Brand
Focus, Fun & Frequency
mcdougall & duval advertising | Peoples United Bank
Focus, Fun & Frequency
Reinforcing & Protecting the Brand
mcdougall & duval advertising | Peoples United Bank
Reinforcing & Protecting the Brand
Focus, Fun & Frequency
mcdougall & duval advertising | Peoples United Bank
Focus, Fun & Frequency
Reinforcing & Protecting the Brand
Q & A
mcdougall & duval advertising | Peoples United Bank
Thank You!
mcdougall & duval advertising | Peoples United Bank