Re-Branding Your School in a Competitive Environment

RE-BRANDING YOUR SCHOOLIN A COMPETITIVE ENVIRONMENTRAHEEL GAUBA - BRAND LEADER & CREATIVE DIRECTOR, BLACKBAUD

THANK U..

#bbcon, @blackbaud, @raheelgauba

#bbcon

ABOUT ME• Born in Pakistan.

• Played keyboards in a band.

• Moved to Toronto in 1996.

• Studied Computer Science, Philosophy & Mathematics at U of T.

• Worked for CHUM Television as a web developer for almost 3 years.

• Moved to the US to work for a start up as the head interactive designer.

• Started working for Blackbaud in 2006 and lead the interactive team.

• Moved to the marketing team in 2010 to work on the company rebrand and website.

WHAT IS MY BRAND?

#bbcon

KHI

YUL

12,000 km

YULYYZ

12,000 km

550 km

YYZMSP

CHS450+ WEBSITESGLOBAL TEAM

INTERACTIVE + BRANDING

I LOVE NONPROFITS. I AM CRAZY ABOUT GOOD DESIGN, TECHNOLOGY & THE ART OF POWERFUL COMMUNICATION. I WANT TO HELP NONPROFITS BY HELPING THEM ACHIEVE THEIR FULL POTENTIAL THROUGH GOOD BRANDING, TECHNOLOGY & ONLINE CHANNELS.WHAT MAKES ME WAKE UP EVERY MORNING? THE PURSUIT OF EXCELLENCE & THE PROMISE OF ACHIEVEMENT.#bbcon

NOW, WHAT IS MY BRAND?

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WHAT IS A BRAND, ANYWAY?

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NOT A LOGONOT A STYLEGUIDENOT ADVERTISING OR EMAILSNOT BUSINESS CARDS...

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A BRAND IS NOT SOMETHING TANGIBLE.

YOU CANNOT HOLD IT, TOUCH IT OR QUANTIFY IT.

Touch this

brand now!

No YOU touch it!!!

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A BRAND IS NOT SOMETHING TANGIBLE.

YOU CANNOT HOLD IT, TOUCH IT OR QUANTIFY IT.

I love this

brand 15

much!

I love it 20 much, so what?

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IS A FEELING. IS PERSONALITY.IS A POINT OF VIEW.

IS CUSTOMER-CENTRIC VALUES.

A BRAND

..D

x

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NOT AN EXACT SCIENCE

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WHY DOES IT MATTER?

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WHY DOES IT MATTER ?FOR SCHOOLS

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NAME THAT BRAND!

Impossible is nothing.

think.

Ultimate Driving Machine.

Open Happiness.

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NAME THAT BRAND!

Impossible is nothing.

think.

Ultimate Driving Machine.

Open Happiness.

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ADIDAS

IBM

BMW

COKE

NAME THAT NONPROFIT BRAND!

A just world without poverty.

Loans that change lives.

Doing the most good.

Protect human rights

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NAME THAT NONPROFIT BRAND!

A just world without poverty.

Loans that change lives.

Doing the most good.

Protect human rights

#bbcon

OXFAM

KIVA

SALVATION ARMY

AMNESTY INTERNATIONAL

OAKWOOD SCHOOLSimple in virtue. Steadfast in DutySAINT MAUR INTERNATIONAL SCHOOL

Inspiring and challenging students toward academic, athletic, and artistic excellence.

JACKSON PREPARATORY SCHOOL

EXAMPLES OF SCHOOL TAGLINES

Grow with Us.

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A brand is a set of EXPECTATIONS, MEMORIES, STORIES and RELATIONSHIPS that, taken together, account for a consumer’sDECISION TO CHOOSE...- SETH GODIN

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HOW DOES YOURSCHOOL MAKE YOUR CONSTITUENTS FEEL?

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HOW DOES YOURSCHOOL MAKE YOUR CONSTITUENTS FEEL?THE DIGITAL OPPORTUNITY.

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THE AGE OF INSTANT COMMUNICATION.

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KNOW THY SELF:1. WHO ARE YOU?

BUT FIRST,

2. WHAT DO YOU DO?3. HOW YOU DO IT?4. WHAT MAKES YOU UNIQUE?

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360° MARKETINGNEWS EVENTS WEBSITE SPONSORSHIPS DIRECT MAIL

TELETHONS DIRECTORIES FLYERS PRINT ADVERTISING

EMAILS SOCIAL MEDIA BLOG ENDORSEMENTS VEHICLESOUTDOOR TELEVISION POINT OF SALE GOVERNMENT RELATIONS

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360° MARKETINGNEWS EVENTS WEBSITE SPONSORSHIPS DIRECT MAIL

TELETHONS DIRECTORIES FLYERS PRINT ADVERTISING


NEWS EVENTS WEBSITE SPONSORSHIPS DIRECT MAILTELETHONS DIRECTORIES FLYERS PRINT ADVERTISING


INSTANT CHANNELS

HOW DOES YOUR BRAND AFFECT THE MOMENTSWHEN YOUR AUDIENCE INTERACTS WITH YOU

OVER THESE INSTANT TOUCHPOINTS?

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ENROLLMENT # VS. LIVES ENRICHED.EXECUTING TASKS VS. RESULTS ACHIEVED.DIFFERENTIATING YOURSELF.CREDIBILITY.AUTHENTICITY.

MESSAGING

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THE EXPERIENCE FROM START TO FINISH

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SEARCH > WEBSITE > EMAIL > CONVERSION

THE EXPERIENCE FROM START TO FINISH

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PROSPECTPARENT

CURRENTPARENT

PROSPECTSTUDENT

CURRENTSTUDENT STAFF DONOR

4C: CONFUSED CURIOUS CONVINCED CONTINUING

ALUMNI

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WHAT CAN YOU DO?

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1. PERFORM A SIMPLE BRAND AUDITInterview staff, students, parents & volunteers.Gather all your marketing materials and collateral, including your website on a laptop and ask them: A) What are the values of this school?B) What does this school specialize in?C) Where is this school located?D) What are this school’s accomplishments?E) Does this school look established or credible?F) How usable is this website?G) How do you register?H) How do you give to this school?

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2. DEVELOP A COMMUNICATIONS MANUALWith so many communication channels, give your team the tools for razor sharp focused communications!CREATE A CHEAT SHEET...A) What is our mission?B) What is the objective of our campaign?C) What words or phrases describe us / campaign?D) What is our elevator pitch?E) What types of photos can be used? Attach examples.F) Relevant url’s for marketing campaigns.G) Five to ten 140 character pre formatted tweets.

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3. TURBO CHARGE YOUR EMAILSEmail marketing is one of the most effective touchpoint to communicate with a quali!ed constituent.SOME TIPS FOR IMPROVEMENT...A) Improve your preview text.

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3. TURBO CHARGE YOUR EMAILSEmail marketing is one of the most effective touchpoint to communicate with a quali!ed constituent.SOME TIPS FOR IMPROVEMENT...A) Improve your preview text.B) Your message: Optimize for skimming vs. reading.

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3. TURBO CHARGE YOUR EMAILSEmail marketing is one of the most effective touchpoint to communicate with a quali!ed constituent.SOME TIPS FOR IMPROVEMENT...A) Improve your preview text.B) Your message: Optimize for skimming vs. reading.

#bbcon

CTA

This is your preview text, enhance and continue the email subject call to action here

Compelling Headline Here to Draw Interest. Who are we helping and why is it important? What is the expected outcome? Introduce the call to action, and make it relevant to a deadline.

Org Name - Call to Action

Another Headline Here to Draw Interest. Who are we helping and why is it important?

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3. TURBO CHARGE YOUR EMAILSEmail marketing is one of the most effective touchpoint to communicate with a quali!ed constituent.SOME TIPS FOR IMPROVEMENT...A) Improve your preview text.B) Your message: Optimize for skimming vs. reading.C) Create responsive design for your email.

#bbcon

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3. TURBO CHARGE YOUR EMAILSEmail marketing is one of the most effective touchpoint to communicate with a quali!ed constituent.SOME TIPS FOR IMPROVEMENT...A) Improve your preview text.B) Your message: Optimize for skimming vs. reading.C) Create responsive design for your email.

#bbcon#52n52

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3. TURBO CHARGE YOUR EMAILSEmail marketing is one of the most effective touchpoint to communicate with a quali!ed constituent.SOME TIPS FOR IMPROVEMENT...A) Improve your preview text.B) Your message: Optimize for skimming vs. reading.C) Create responsive design for your email.D) Strike while the iron is hot - New sub’s, news event.E) Consistent visuals from email > page > donation form.

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3. TURBO CHARGE YOUR EMAILSEmail marketing is one of the most effective touchpoint to communicate with a quali!ed constituent.SOME TIPS FOR IMPROVEMENT...A) Improve your preview text.B) Your message: Optimize for skimming vs. reading.C) Create responsive design for your email.D) Strike while the iron is hot - New sub’s, news event.E) Consistent visuals from email > page > donation form.

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Email Message Donation Landing Page Thank You Email

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3. TURBO CHARGE YOUR EMAILSEmail marketing is one of the most effective touchpoint to communicate with a quali!ed constituent.SOME TIPS FOR IMPROVEMENT...A) Improve your preview text.B) Your message: Optimize for skimming vs. reading.C) Create responsive design for your email.D) Strike while the iron is hot - New sub’s, news event.E) Consistent visuals from email > page > donation form.F) Your subject line matters more than you think - Test!

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4. EMBRACE SOCIAL AT EVERY OPPORTUNITYSocial is no longer a specialized channel or a niche - It is a part of our lives and we, as people, are integrated with it without even thinking about it.SOME TIPS FOR IMPROVEMENT...A) SINCERELY ask for a share.

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4. EMBRACE SOCIAL AT EVERY OPPORTUNITYSocial is no longer a specialized channel or a niche - It is a part of our lives and we, as people, are integrated with it without even thinking about it.SOME TIPS FOR IMPROVEMENT...A) SINCERELY ask for a share.B) Please retweet vs. Please RT.C) Don’t just announce, have conversations.D) Get involved in parallel conversations with hashtags.E) Put your fb images to work for you - Get creative!

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4. EMBRACE SOCIAL AT EVERY OPPORTUNITYSocial is no longer a specialized channel or a niche - It is a part of our lives and we, as people, are integrated with it without even thinking about it.SOME TIPS FOR IMPROVEMENT...A) SINCERELY ask for a share.B) Please retweet vs. Please RT.C) Don’t just announce, have conversations.D) Get involved in parallel conversations with hashtags.E) Put your fb images to work for you - Get creative!F) Listen!G) Don’t stop!

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5. USE SEO TO SOLIDIFY YOUR BRANDThe !rst place that your constituents go to !nd you is a search engine - Are you even showing up? If you are, how are you presenting yourself?SOME TIPS FOR IMPROVEMENT...A) Set up your Google Author ID

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5. USE SEO TO SOLIDIFY YOUR BRANDThe !rst place that your constituents go to !nd you is a search engine - Are you even showing up? If you are, how are you presenting yourself?SOME TIPS FOR IMPROVEMENT...A) Set up your Google Author IDB) Your page titles, meta description and urls say alot.

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5. USE SEO TO SOLIDIFY YOUR BRANDThe !rst place that your constituents go to !nd you is a search engine - Are you even showing up? If you are, how are you presenting yourself?SOME TIPS FOR IMPROVEMENT...A) Set up your Google Author IDB) Your page titles, meta description and urls say alot.C) Google yourself!D) Blog, blog, blog!E) Optimize your website for branded terms.

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5. USE SEO TO SOLIDIFY YOUR BRANDThe !rst place that your constituents go to !nd you is a search engine - Are you even showing up? If you are, how are you presenting yourself?SOME TIPS FOR IMPROVEMENT...A) Set up your Google Author IDB) Your page titles, meta description and urls say alot.C) Google yourself!D) Blog, blog, blog!E) Optimize your website for branded terms.F) Participate in communities - Groups, forums, commentsG) Create linkable assets

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6. YOUR HOME, YOUR WEBSITEWhen they do !nd you, what are you saying to them and how are you saying it?SOME TIPS FOR IMPROVEMENT...A) The 4 C’sB) Always tell storiesC) Talk about accomplishments and validationD) Create videos about your schoolE) Create a Thank You videos to recognize your supportersF) Use consistent tone of voice (social, email, website, etc.)G) Use powerful, consistent imagery (original, if possible)

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LOYALTYTRUSTBRAND

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THANK U..

RAHEEL GAUBABRAND LEADER & CREATIVE DIRECTOR, BLACKBAUD

TWITTER: @raheelgaubaSLIDESHARE: http://www.slideshare.net/raheelgaubaEMAIL: [email protected]

KEEP THIS CONVERSATION GOING:#bbcon, @blackbaud, @raheelgauba

Re-Branding Your School in a Competitive Environment

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