NonProfits and Strategic Branding ~ Creating a Continual Cycle

Look at your brand, what do you see? It runs much deeper than your logo. What is your identity, what are your values? After you have established your brand touchpoints your next step is to define your target audience. Where do they live? What's in their communities? What are their passion points? How can you reach out and make a personal connection? That's strategic branding.

Many nonprofits are so focused on delivering excellent programs and services that their branding and marketing efforts get left behind. Nowadays, you must exhibit strong marketing and PR processes to standout from all the others.

By using community engagement marketing you connect with your target audience in their own backyard. By creating a community focused mission experience they can make a difference in their own backyard. Everyone wants their communities to be incredible places to live. In turn they will willingly invite others to participate, starting a continual cycle. Follow this cycle and just like a paddle wheel it will keep turning and turning.

Key messaging, visual imaging, consistent delivery, an impressive and informative web site and word of mouth are all components of brand strategy and become vital in achieving brand success.

Starbucks Temporary Shut-Down... Brilliant? Pointless?

It was all over tv, print, and online media- Oh my god, Starbucks shut down for 3 and 1/2 hours!!! You may be sensing my sarcasm about the headlines... but the truth is, it caught my attention too.

Apparently the reason for the February 26th closing was for training to "re-focus on the employees who make and deliver the coffee." Critics say that it takes more than a couple of hours to train "baristas" to brew the best coffee and espresso. Probably true, but the branding genius who came up with this strategy knew that shutting down 7100 stores demonstrates a sincere effort to improving the Starbucks quality, and will cause quite a stir. Not a bad PR strategy, in fact, I am craving some coffee right now- not $tarbucks, though. My local independent coffee shop of choice... http://www.myspace.com/colinscoffee

One last note... according to the press there were several competitors taking advantage of the closing- Dunk 'n Donuts, McDonalds, and others offering discounts. Not sure if it was a coincidence, or a strategic, but when I went on the Today show website to watch the Starbucks video, Dunk 'n Donuts was the advertisement that played first. Could this have been intentional?

Dunkin Brands Expands to Columbus . . and expands our waistlines

This just in . . . Dunkin Brands has its sites on Columbus with plans to open Dunkin' Donut and Baskin Robbins chains in Columbus and the surrounding central Ohio counties over the next few years.

According to the company's web site http://www.dunkinbrands.com/ Dunkin' Brands’ brands have earned a high degree of customer awareness and enjoy strong market shares. More than 98% of adults in the United States recognize the Dunkin' Donuts and Baskin-Robbins brands.

What will this invasion do to the current "sweeteries"? Columbus already has a handful of chains - Graeters, Cold Stone Creamery, Krispy Kreme, and Tim Horton's. Local favorites Jeni's Ice Cream http://jenisicecreams.com/ shouldn't worry with unique flavors, like Salty Carmel or Thai Chili and Buckeye Donuts http://www.buckeye-donuts.com/ has Brutus after all.

Can you see the resemblance?

Oscar Night Actress Edition
Hollywood's biggest night filled with glamorous, gorgeous people. According to our favorite purse blog - One of these ladies likes Jimmy Choo bags - http://www.purseblog.com/celebrities/name-keira-knightleys-bag/#comments

Natalie Portman and Keira Knightley

Both actresses were nominated for an Oscar. Do you know for what film?

The Power of the Purse and Passion Marketing

You know the names . . . Coach, Chanel, Louis Vuitton, Dooney and Bourke, Fendi, Kate Spade, the list goes on. Designer purses aren't just for supermodels, Wall Street women or celebrities anymore. In fact, more and more purses can be seen on the shoulders of tweens and teens as they walk to their locker or down the aisle of a mall.

Just how are younger girls finding out about these "it" bags? They typically don't advertise, but do they?

Watch an episode of MTV's "My Super Sweet 16" or the CW's "Gossip Girl" and you see a slew of designer bags. Read "Teen Vogue" magazine or the "Clique Series" books and you will read about all different styles of designer totes.

Check out the celebrity rag mags and you see photos of young Hollywood strutting around with designer bags matching every outfit - celebrities like Emma Roberts, Hayden Panettiere, Lindsey Lohan, Jessica Alba, and Jessica Simpson.

Retail and designers are smart. By subtly connecting with their target's passion points they've made their imPRession and they can't lose.

To read up on the latest designer bags I found a pretty cool blog -http://www.purseblog.com/. Check it out.

Did you get my MYSPACE bulletin?

There is a lot of talk about social network sites and how useful they are for marketing purposes. So, tonight I will perform an experiment on a small scale to see how many visitors I can drive to the imPRessions blog site by sending a bulletin from my myspace page.

So, if you linked to this site from my myspace page, PLEASE make a comment below- you can leave your name or be anonymous, either one is fine.

THANKS!

Colleen (or Coley)
myspace.com/colleenorcoley

Case Study - Fusion Marketing

How can you make fusion marketing work for you? Here is an example.

Scenario: A new bread company opens up in a well-to-do suburban area. How can they make their awareness splash in the community ultimately driving traffic to their establishment?

Step 1: Survey the area. Begin looking at other businesses in the area. Are there any nearby businesses that serve the same type of consumer?

Step 2: Partnering with those local businesses. Invite local business owners to an invitation only exclusive bread tasting party. Make your best breads and introduce yourself while offering to collaborate.

Step 3: Create a plan. Once you have found a collaborator create a unique hook. Say your partner is the local coffee cafe. . .

• Plan a grand opening promotion where you sell bread served with the coffee cafe's flavor of the day for a special package price.
• Share mailing lists to notify customers and maximize your exposure.
• Create promotional fliers for both establishments to pre-sell the grand opening

Step 4: Continue the partnership. After the grand opening promotion is complete continue driving traffic to each other's businesses. Use coupons placed in each others establishments as a way to cross promote creating a win-win for everyone!

Can You See The Resemblance?

Since we're talking cosmetic industry, I think it's time for another edition of . . . "Can you See The Resemblance?"

Both these ladies are fashion icons and have used their flawless faces to promote the make-up industry.

What do you think? Separated at birth? Wait, have you ever seen them together - could they be the same person? Yes, no, maybe?

Shakira and Beyonce. You be the judge.

Beauty Blogs Come of Age: Swag, Please! (Click here to read New York Times article)

Apparently blogging can pay... but is it fair?

According to the recent New York Times article, the cosmetics industry is realizing the value in online blog attention. Basically the article says that women are out there trying products and giving there 'honest' opinion on blog sites. Sounds helpful, especially in this industry with so much hype around new technology. But there are companies who search out these bloggers and seduce them with gifts in order to get those favorable reviews. I guess it will ALWAYS be hard to know who to trust on the internet.

My question is... who is going to send us gifts for our helpful and interesting MarComm blog?

Yeah, I Don't Think So . . .

While fusion marketing is a clever and lucrative idea it might not work for every ad campaign. Below are just a few examples of some products you'll probably never see fused together and if you did it might leave you thinking "yeah, I don't think so."

Someone eating a Burger King Triple Whopper while drinking a Slim Fast Shake . . .












Someone drinking a Jolt Cola to wash down their Lunesta sleeping pills before bed . . .













Someone using Crest Whitestips on their newly secured dentures . . .

Fusion Marketing

What does this mean?

Collaborating with an establishment or business that shares a similar target market yet doesn't compete with you. Sending traffic to one another could take your business to levels you never thought possible.

Check out this cross promotion. "Jumper" movie trailer and Serena Williams HP spot. (Pause the tunes and hit play on the video).

Does this work? Is it clear what is being promoted? Confusing? Cool? Thoughts?

Can You See the Resemblance?

With Amy Winehouse still receiving quite a bit of buzz we thought she might make the perfect subject for our new segment - Can you see the resemblance?

Amy and Janice from "Friends"












What do you think?

Hype and Buzz

You've heard their names (and their music). Alicia Keys, Justin Timberlake, Kanye West, Carrie Underwood, Amy Winehouse. Powerful mainstream music artists, or should I say powerful brands. They are not just singers anymore. They have clothing lines, pimp cell phones, sodas, shoes and perfume. They get constant media attention. They have continuous hype and buzz - good, bad or indifferent. For a brand, hype and buzz are good.

So, last night was the BIG 50th Annual Grammy Awards. Somewhat entertaining. Amy Winehouse and "Rehab" was the big winner of the night - five awards out of the six nominations - almost a sweep.

Despite the big win, not everyone thinks the troubled singer was deserving. With all of her struggles with drugs and talk about her own rehab has Amy Winehouse hurt her brand? Apparently the Grammy's voting members didn't think so, yet various on-line postings and even some celebrities are saying differently today. http://www.foxnews.com/story/0,2933,330324,00.html

I don't know . . . more media attention . . . sounds like continuous hype and buzz to me.

Street corner marketing

You've seen them on streetcorners . . .

Dancing bears promoting a month's free rent, Uncle Sam reminding you it's tax time so you should make a visit to the strip mall tax accountants, or the people hiding behind the signs of the furniture store close out (for some reason it always seems to be in the freezing cold or driving rain).

There is a growing trend in advertising and they're not just standing there. Often they are dancing, waving, spinning, whatever they have to do to get your attention. Introducing the newest streetcorner marketing (drum roll please) . . .

Streetcorner sign spinning

As they stand on street corners with a sign to advertise a business, they toss, twirl and maneuver the cardboard like a baton to entertain and catch the eye of people who walk or drive by their performance. I do have to admit that sometimes when I'm sitting at a red light it can be an entertaining diverson for a few seconds.

But is this type of advertising really working? Some advertising company's are raking in the bucks. We'd love to hear your comments on this.

Tip: The next time you are waiting at a red light be on the lookout for flying cardboard and be prepared to duck.

Does the Pope Drink Coffee?

A few seconds constructs a first impression.

A melody from your favorite song makes a lasting impression.

A solid brand creates a distinct impression.

Branding is one of the most important facets of any identity. A brand is your definition in the world, the name that identifies you to yourself and the marketplace.

In searching the web, I came across a good newsletter article from Bellissimo Coffee Info Group. This 2004 articles discusses the importance of branding and identity for coffee retailers. http://espresso101.com/newsletter/362

Drinking in the content (pun intended) it became clear that your brand should envelop every scope of your identity. It also made me long for a hot cup of joe at a cafe in Italy!

To make the brand work in Bellismo's community of Portland, Oregon a couple probing questions came to mind:

Question - (sorry, time for "The Office" reference pause). Everytime I see or hear a sentence that starts with the word "Question" I picture Dwight Schrute starring seriously over his glasses. I digress.

Question: What is the average age of a coffee bar patron?

Answer: The majority of coffee bar patrons are between 18-49.

Question: What is the average age of Portland, Oregon?

Answer: 35-years-old -the prime target age of a coffee bar patron

By performing in-depth market research you begin to learn who your prime target is, what the median income is, where they frequent, what they read, what internet sites interest them the most, what types of coffee they like.

Once discovered, plan your marketing and PR strategies for those venues. That is where you make your greatest imPRession.

If you asked, "why the title of the posting?" During my coffee research I learned that during the seventeenth century coffee was considered the devil's drink. That is until Pope Vincent III decided to taste it before banishment. He enjoyed the delicacy so much he baptized it making it an acceptable beverage.

A fun little fact.

Ciao'