NonProfits and Strategic Branding - Creating a Continual Cycle

Oldie But Goodie #1 from February 29, 2008

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.

Local Charity Changes it's Name

The non-profit organization formerly known as Adventures for Wish Kids has undergone a name change to 'A Kid Again.'   Along with this change, they have launched a new website and we have noticed several billboards  and mentions in the media about their new image.  The President explains that the change was necessary in order to expand their reach, and we think that it has come at a great time, as many non-profits could use some exposure right now.  

Also wanted to mention what a great time this is for a business to partner with the organization, while it is getting so much attention.  We think Kidslinked and A Kid Again would be a great fit for each other.    They are both experiencing a lot of growth right now and have similar audiences.   So many opportunities... a Kidslinked event that benefits A Kid Again? Reciprocal web links?  Mentions on each others newsletters? PR opportunities?

There is more where that came from.  Cause marketing is our specialty.  

Deweys Pizza is Almost Here...

...and they have already made me a fan.   Central Ohio's first Dewey's Pizza is opening next month in Grandview and they are certainly familiar with word of mouth marketing.   It's a good old fashioned  thing called making friends and opening doors.  Use us as an example... We met with the manager several months ago to chat about partnering with a local charity, their grassroots marketing efforts, and the Columbus community in general.  Then last week they invited us to come in and try check out the place.(What do you know, now we are blogging about it). Obviously, I was all over that, made and immediate reservation and will be looking forward to friendnetting© , trying the food (I have heard good things) and checking out the scene.  It will be  a lot of people's first impression of the overall Dewey's brand so welcoming the neighborhood is a genius start.  We are just curious what is next in the marketing plan, Dewey's?... Additional PR efforts could help to get more than Grandview and Upper Arlington in the door.  Let us know if you need help. 

Wanna join Our Stroll Team (or make a donation)?

If you haven't noticed the numerous mentions, Michele and I have been  working with the Epilepsy Foundation of Central Ohio on promoting the Stroll For Epilepsy.  But today's post isn't about our marketing and PR efforts, it is an opportunity for our blog readers to help enhance the quality of life for those affected by epilepsy.  There has been a lot of talk about this disorder recently, and we are fortunate to have the chance to work closely with the local Foundation.  We have gotten to know a remarkable family, the Raineys, whose six-year-old daughter Amanda has suffered from seizures since she was six months old.   She is the honorary ambassador for the Stroll, taking place January 31st at Polaris Fashion Place.  Everyone is welcome!  And if you can't make it.... please take a moment to make a donation to our team.  Just click here to donate- any amount you can give is incredibly appreciated.  

Thank you!

How To Execute Your Nonprofit Marketing Idea

The other day we shared a nonprofit marketing idea that worked for us - the milestone campaign. Now that you have it, how do you execute it?  WHO do you tell?  

Making some of these decisions can be overwhelming, but they don't have to be.  You just need to focus.  Our campaign worked because before we started we did a little market research. We needed to find our "WHO" and then define our prime prospect or target audience.  Using surveys through mail, phone, and email, as well as internet research we got our answers and more.  We also found out what would keep our "WHO" engaged and loyal.

Our conclusion:

1.  We needed to personally connect people to our mission.  By doing so they would not only stay connected, but would invite others to connect to the mission as well. 

2.  We needed to define our area to "play".  Defining community areas within our demographic kept things focused and gave us a greater ROI.

3.  We needed to find ways to make a connection.  Because our "WHO" showed strong community support we used community engagement marketing to create awareness.

By staying focused we made a personal connection in the area with the greatest return using a strategic approach.  We created awareness, excitement, a sense of purpose and a call to action with successful results.

You can do this too.  Want to find your "WHO" and learn ways on how to engage them? columbus imPRessions can help.  Contact us at info@columbusimpressions.com.