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(Almost) Everything I Know About Branding I Learned From Fortune Cookies: 10 Crunchy Tips Every...
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IECA Spring Conference 2012 Boston, MA IECA Spring Conference 2012 Boston, MA (Almost) Everything I Know About Branding I Learned From Fortune Cookies: 10 Crunchy Tips Every Marketer Should Know Kristina Dooley Estrela Consulting IECA Associate Member IECA Spring Conference 2012 Boston, MA
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It's amazing where many of us discover the true wisdom that guides us in our marketing decisions for our schools or consulting practices. For many, new ideas come from following in the footsteps of those who have gone before and who seem to have gotten it right. For others, knowledge is gained by attempts, and subsequent failures, at getting our brand "right." Still others, like me, find brilliance in your average, run-of-the-mill, fortune cookies. Regardless of the source, the most important action that we take is to analyze our marketing decisions regularly and make updates and revisions frequently. This session will focus on 10 tips for developing, maintaining, and strengthening a brand, while providing participants with the motivation and energy to implement these ideas.
Transcript of (Almost) Everything I Know About Branding I Learned From Fortune Cookies: 10 Crunchy Tips Every...
IECA Spring Conference 2012Boston, MAIECA Spring Conference 2012Boston, MA
(Almost) Everything I Know About Branding I Learned From Fortune Cookies:
10 Crunchy Tips Every Marketer Should Know
Kristina Dooley Estrela Consulting
IECA Associate MemberIECA Spring Conference 2012
Boston, MA
Estrela ConsultingIECA Spring Conference 2012Boston, MA
Presentation Guidelines:
C.A.S.E. ... Highly encouraged!Be prepared to share your own ideas & be prepared to participate!Eat your cookies & read your fortunes…but don’t throw them away!Now, the 10 Tips…
Estrela ConsultingIECA Spring Conference 2012Boston, MA
Who is part of your “marketing team”?How do you solicit ideas from others?How are these people recognized for their
marketing efforts? “It is amazing what you can accomplish if you do
not care who gets the credit.” ~ Harry S. Truman
Tip #1
Estrela ConsultingIECA Spring Conference 2012Boston, MA
The Importance of getting a second opinion…
Tip #1
Estrela ConsultingIECA Spring Conference 2012Boston, MA
Tip #2
Where do your friends work, live, play? Can their social circles help you get your message out? When you have an Open House, do you have “carrier pigeons” to help you distribute the invites? How do you utilize past/current parents and alums?
Tip #2
Estrela ConsultingIECA Spring Conference 2012Boston, MA
Estrela ConsultingIECA Spring Conference 2012Boston, MA
Tip #3
What kind of marketing “risks” have you taken?How do you stay informed about how competitors are marketing?
Estrela ConsultingIECA Spring Conference 2012Boston, MA
Good Creative Risks…
Tip #3
Estrela ConsultingIECA Spring Conference 2012Boston, MA
How can you develop your own “Mark Meme”?
What other ways can you connect creatively to your prospects?
Pinterest & FB Timeline
Shhhh, this doesn’t leave this room…
Tip #3
Tip #3
Estrela ConsultingIECA Spring Conference 2012Boston, MA
Estrela ConsultingIECA Spring Conference 2012Boston, MA
Tip #4
How do you communicate with prospective families about how your school compares with your competitors?
Do you have open lines of communication with your counterparts at competitor schools? Is there value in these relationships?
Estrela ConsultingIECA Spring Conference 2012Boston, MA
Tip #5
How is your school distinguished in the marketplace? Is this due to your marketing strategies or misperceptions?
How do your marketing materials support your brand?
If your school name were removed from your marketing materials, would the consumer easily identify you?
Tip #5
Estrela ConsultingIECA Spring Conference 2012Boston, MA
Estrela ConsultingIECA Spring Conference 2012Boston, MA
Tip #6
How can your internal audience have an impact on how your brand is perceived?
What methods do you currently use to make sure brand consistency is maintained?
Faculty & Staff – how often do you communicate with them about enrollment?
Mission Statements
Estrela ConsultingIECA Spring Conference 2012Boston, MA
“A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.” ~ Michael Eisner Tip #6
Estrela ConsultingIECA Spring Conference 2012Boston, MA
What “small gestures” can your faculty, staff, and students make to improve positive brand perception?
E-Signatures
Tip #6
Estrela ConsultingIECA Spring Conference 2012Boston, MA
Tip #7
How do you measure success in a new marketing campaign?
How often are your faculty, staff, students, alumni, visitors, etc. surveyed about their perceptions of the school or your marketing efforts?
“Only when the tide goes out do you discover who's been swimming naked.” ~Warren Buffett
Estrela ConsultingIECA Spring Conference 2012Boston, MA
Tip #8
How do you handle two-sided publicity?
Who is responsible for managing your response to media both externally & internally?
Interns
Estrela ConsultingIECA Spring Conference 2012Boston, MA
Tip #8
Estrela ConsultingIECA Spring Conference 2012Boston, MA
Tip #9
How do you ensure quality and accuracy in your marketing efforts?
How do you develop marketing messages for international markets?
Checks & Balances
Estrela ConsultingIECA Spring Conference 2012Boston, MA
Tip #9
Estrela ConsultingIECA Spring Conference 2012Boston, MA
Tip #9
Estrela ConsultingIECA Spring Conference 2012Boston, MA
Tip #10
What makes up your visual identity? How is this managed?
Green Orange, LLC
Managing Social Media
