People rarely succeed unless they have fun in what they are doing.

~ Dale Carnegie

What’s the FUN FACTOR?

Introductions

• Name

• Where you work

• Your role

• Pick one word that describes you – Which brand

attribute do you most closely identify with?

What’s your culture? Ask them!

Do you need structure?

• Strategic Relations &

Communications

• Branding

• Public Relations

• Advancement

• VPEO Communications

• “Ambassadors of fun!”

Organizational

Advancement

Branding Basics

What’s in a Brand?

Adapted from materials by Media Panther (http://mediapanther.co.in/)

What is a brand?

A brand is the set of

expectations, memories,

stories and relationships

that, taken together,

account for a consumer’s

decision to choose one

product or service over

another.

- Seth Godin

What team is this?

How about this one?

Test your Brand IQ

Primary

Audiences

• Public

• Faculty/Staff and

County Extension

Councils

• Decision Makers

• University Partners

Complex organizational structure

Our Reality

Branding Strategies: House of Brands

For example only. No endorsement is implied.

Branding Strategies: Branded House

Iowa State University: Branded House

We Can Compete

We are all part of the Extension and Outreach arm of

Iowa State University – a well-known, credible brand

Build awareness of the brand

Iowa State University Extension and Outreach

• Promotional materials

• Apparel/name badges

• On-site signage/materials

• Titles

• In-program mentions

Turning Branding into Action

Extension Week

CyDay Friday

ISU Day at

the Capitol

Office Clean-up Day

Campaigns: #STRONGIOWA

The County

Connection

Event and Experiential

Marketing

Experiential Marketing

refers to the customer experiences

with a brand, product or service that allow

users to interact in a sensory way

Perception Changes

Positive perception

Best kept secret

The Iowa State Fair - Camp Cy

Planning YOUR event

• How do I want participants to feel?

• What do I want participants to know?

• How do I want participants to behave?

Examples of Experiential Marketing

Benefits of implementing an experiential

marketing strategy

• Generate awareness

• Create an emotional connection

• Develop positive perceptions

• Show off its attributes

• Gain credibility

• Guide preferences

• Stimulate action, advocacy or support

Examples of Experiential Marketing

Examples of Experiential Marketing

How many touch points?

• Invitation

• Greeting

• Experience

• Follow-up

Attracting new clients

• What is your hook?

• Create excitement

• Save the Date

• Early Bird Discount

• Agenda posted

• Speaker or special guest announced

• Time to network

• Cap registration – scarcity

• Personal Invitation

What’s the future? Ask.