Where s Your Brand? Creating or Enhancing Your Organization s Brand

Transcription

1 Where s Your Brand? Creating or Enhancing Your Organization s Brand Mary Johnson, Website Chair Cheryl Kunz, Marketing Chair Brooke Henry, Social Media Chair

2 Presentation Outline Essentials of Branding an Organization Marketing the IWEA History Evolution IWEA Brand Strategy What Is Brand Strategy? Let s Build Your Brand IWEA Brand Successes The Future of IWEA Branding Summary

3 Essentials of Branding an Organization Thinking Feeling Doing Measuring

4 Essentials of Branding: Member Perception What do members Think about when they think about your member association? IWEA Perception: Technical Knowledge Source Professional Open and Integrated Cater to All from YP to Retiree Social Connections Fun

5 Essentials of Branding: Member Experience How do members Feel about your organization? IWEA wants to provide an experience that is: Welcoming Opportunities for Involvement Willing to Try New Activities & Programs

6 Essentials of Branding: Member Behavior How Do members participate? Seminars, Workshops, & Conferences Social Activities Newsletter, Website Social Networking Volunteering Engaging

7 Essentials of Branding: Organization Performance Measuring success! Membership Event Attendance Conference Exhibitors Sponsor Support Website hits Subscriptions Financial Stability

8 Marketing the IWEA

9 Marketing the IWEA Marketing History Communications Letters/memos /e-blasts Phone /social networks Newsletters Website/e-news Payment Options (no credit cards) Cash/check Credit cards/on-line payment

10 Marketing the IWEA Marketing 3 rd Newsletter Iteration

11 Marketing the IWEA Marketing 4 th Website Iteration

12 Evolution of IWEA Marketing Created Marketing Committee Created Social Media Committee Simplified Online Development and Distribution Tools Moving to the Next Level

13 Evolution of IWEA Marketing Marketing Committee Creation (2003) Marketing Committee Charge Unify our look Event mailings (initially focused on annual conference) Input on website, newsletter, & communications Resulting Improvements Professional signage, displays, and mailings Reduced design and mailing work done by committees Provide standards for promoting events

14 Evolution of IWEA Marketing Marketing Tools Transitioned from multiple products to one product

15 Evolution of IWEA Marketing Marketing Tools After your member association has a newsletter, website, and marketing, then what? Social Networking.

16 Evolution of IWEA Marketing Next Level Future Plans Integrated Credit Card Payments Tracking PDFs and CEUs Mobil Event Apps Update Logo with WEF Design?

17 IWEA Brand Strategy

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19 IWEA Brand Strategy What Is a Brand Strategy? Long-Term Plan for the Development of a Successful Brand that Achieves Specific Goals Supports an Organization s Mission Statement Affects all Aspects of an Organization that is directly connected to the Needs and Emotions of an Audience

20 IWEA Brand Strategy IWEA Mission: To Enhance and Protect the Illinois Water Environment through Education and Collaboration. IWEA Promise: Educate Professionals, Foster Leadership and Protect Illinois Water. Together, We Make it Happen.

21 IWEA Brand Strategy Goals for Brand Success Increase Membership by Attracting New Members Maintain Existing Membership by Continuing to Provide Value Reach Out to Less Active Members Increase Involvement Work with Other Organizations to Enhance and Expand Our Brand Strengthen YP Programs Afterall, This is Our Industry s Future! Differentiate from Others

22 IWEA Brand Strategy Objectives that Support Goals Active Committees that Serve as Stewards of the Organization Consistency with Brand Identity Leverage Existing Membership Start the Dialogue Early for Collaboration with Other Organizations Designate YP Champions to Recruit and Retain Innovative and Unique to Differentiate the Organization

23 Brand Experience Brand Delivery Brand Management

24 Building Your Brand Brand Experience Educational Programs Business Opportunities Belonging to Elite Group Social Events Personal Recognition Being a Winner! Photos courtesy of Ted Denning, IWEA Photographer

25 Building Your Brand Brand Delivery Unify Your Look use graphic elements consistently to reinforce brand!

26 Building Your Brand Brand Delivery Website Events/Conferences Personal Contacts / Networking Logo Apparel and Promotional Items Aligning with WEF Events Social Media

27 Building Your Brand Brand Management Managing Your Brand Successfully Creates a clear sighted organization Builds consistent communications Instills confidence and projects personality at every touch-point Measure Your Brand Performance Surveys, web metrics, interviews, etc. It s OK to be the Brand Police

28 IWEA Brand Successes

29 IWEA Brand Successes Website Mobile Friendly All Access Marketing Unified Look

30 IWEA Brand Successes Conferences Social Media Growing Engagement

31 The Future of IWEA Branding

32 The Future of IWEA Branding Social Media and Social Apps Further Evolving Brand Identity

33 The Future of IWEA Branding Enhanced Social Media Efforts Connections! Cross Branding Collaborating with Other Associations Events Widening our Brand

34 Summary Your brand is more than a logo. Your brand is a sum of all you do. Your brand is reflected in many ways: The organization s culture. The way you communicate. The relationships you build. The promises you make to your audience. The strongest brands do not build themselves!

35 Where s Your Brand? Creating or Enhancing Your Organization s Brand Mary Johnson, Website Chair Cheryl Kunz, Marketing Chair Brooke Henry, Social Media Chair