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CoE - Socia Publishing Program - Branding
The document provides guidance on branding and marketing strategies for an organization. It includes sections on objectives, audience identification, content development, campaign implementation, and monitoring. The key aspects covered are brainstorming objectives and target audiences, creating a branding strategy including assets and messaging, developing a marketing campaign launch process, and establishing tools to monitor engagement and report on results.
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CoE - Socia Publishing Program - Branding
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- 2. OBJECTIVES DREAM BIG • Studentengagement = • Content = • Social Engagement = • Social media reach = • Sponsors = • Ads =
- 3. –Johnny Appleseed “Type aquote here.” WHAT ARE YOUR OBJECTIVES? 15MIN - BRAINSTORM OBJECTIVES 2-MIN SHARE YOUR OBJECTIVES WITH THE GROUP
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- 6. Target Quantity DescriptionResponsbile Party Text Content Video Content Social Media Channel Engagement Targets for 2016-2016 INPUT
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- 10. who are weaddressing? GOV WEBSITE Individuals EcoSystem Universities Media Corporates MENA Org. Finance INPUT
- 11. –Johnny Appleseed “Type aquote here.” WHO’S YOUR AUDIENCE? 15MIN - BRAINSTORM AUDIENCE 2-MIN SHARE YOUR RESULTS WITH THE GROUP (FILL THE SPREADSHEET)
- 12. stakeholder analysis stakeholder group requirements(Influencers, language, content, engagement type) Communication: (channel, frequency, call to action.. Arab youth in the Middle East - Universities FB/Twitter/Instagram/Snapchat - Arabic, english, fun stories Arab youth in the USA - Universities Arab youth in the USA - Highschools University administrators Globally University Students - Palestine FB / Events / eMails / Raffles / Quizes / WoM U Administrators - Palestine Local influencers Regional influencers U Professors News Agencies EDU Policymakers globally EDU Donors INPUT
- 14. the content microcycle shorter attention spans Hyper-connectivity Fragmentation of demand and supply Miniaturization of content, products, and services Hyper-transparency
- 15. messaging for the shrinkingattention span • CRAFT a strong narrative and have it reverberate across social news streams.* • SHRINK • format • time • distribution • authority • ENGAGE
- 16. your message - contentbasics • personality! • visual • authenticity - in writing • relevance - to our audience • consistency - in delivery • collaborative - mentions • simplicity - in layout
- 17. Marketing Content Channel TypeResponsibilities Twitter INPUT
- 18. Content Categories Category TypeSample INPUT
- 19. Content - Style StyleSample INPUT
- 21. Ripple effect -drive traffic back to your domain Ed Psych Site
- 22. Walter’s hierarchy ofneeds - the user experience
- 23. Walter’s hierarchy ofneeds - the user experience
- 24. include traditional communicationchannels +
- 25. eMail / Newsletter/ Annual Report
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- 27. Channel Current (total)Target Facebook Twitter Linked-IN G+ Newsletters per group Media Mentions Website Channels – who and how often INPUT
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- 29. BRANDING OVERVIEW • Brandfor Your Audience’s Taste Asset Brand Strategy Naming your site Your startup brand attributes & values Sub-brands Colors, fonts Style Tagline Launch Campaign Marketing Collateral Brand Manual
- 30. IF YOUR BRANDWAS A PERSON, HOW WOULD YOU DESCRIBE HIM/HER?
- 31. BRANDING RESEARCH • Describeyour brand attributes if it was a… Animal Car Family INPUT
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- 35. BRAND ASSETS • Listyour assets, where you’ll use them and their format Asset Use Format Logo Website, print, video INPUT
- 37. 6 fundamental emotions& (over, under) stimulation. • Emotion meter: • happiness (joy, satisfaction) • surprise (amazement, curiosity) • anger (rage, annoyance) • disgust (loathing, boarded) • sadness (grief, pensive) • fear (terror, worry)
- 39. GOOD NEWS FROMTHE MIDDLE EAST LENA KASSICIEH En Writer We are here to capture the vibrant voices of the Middle East. We want to unveil the flavors of its multiple cultures, to celebrate the spirit of its young entrepreneurs, to discover the gems of its environment and the vibes of its booming artists. We are here to shed light on those invisible heroes crafting the Arab legends our grandchildren will someday read. Our ambitious goal is to inspire, to empower, and to connect our youth with local role models they can look up to. We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to the world. We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to the world.We are not just idealistswe know there’s a lot of good We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to .. TJ MISRA En Writer We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to the world.We are not just idealistswe know there’s a lot of good We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to the world. NOUR ALOUL Ar Writer We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to the world.We are not just idealistswe know there’s a lot of good We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to the world. NAWARA CHAKAKI Head of Operations We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to the world.We are not just idealistswe know there’s a lot of good We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to the world. Learn More Learn More Learn More Learn More
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- 41. campaign implementation youth volunteers partners aspirational figures MEDIA socialmedia manager youth volunteers 5. monitor 4. launch 6. expand newsletters fb campaigns advertising SEO website social media sites newsletters Social Media campaigns advertising SEO social media manager youth volunteers Sample
- 42. MARKETING CAMPAIGN LAUNCHPROCESS • List the steps to launching your campaign Task Owner Timeframe / date INPUT
- 43. engagement tools • Polls •Surveys • Sweepstakes • Coupons • User-Generated Photo, Essay, and Video Contests • Pick your Favorites • Quizzes • Trivia • Group Deals • Blogs • Games
- 45. MARKETING MONITORING &REPORTING • Tools used to monitor and report Tool Use Owner INPUT
- 46. Q3 Project Timeline Communications workshop Strategy Outline Prioritize Stakeholder Examineexiting channels & create a channel / message matrix Draft Communications Strategy & budget Develop the brand and Launch Campaign Training program & Launch campaign assets 1st phase Feedback & Adjustment first report Project start Project End 12 months from initiation date Deliverables Client Review & Input Incorporate feedback brand outline detailed launch plan Implementation oversight, analysis & adjustments Q1 Q4 2016Q2 Sample
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- 48. ASSIGNMENT 1.If you don’thave a twitter account, set one up 2.Twitter & Facebook - 1.Share one takeaway from the session with the hashtag #Learn4Life #Palestine 2.Reference someone who inspired you in Palestine and why. use the hashtag #Learn4Life #Palestine & Copy @boostvip 3.Fill out the brand development spreadsheet 4.Contribute Name Options