Kudos To Verizon on Texting Campaign

This campaign may have been going on for awhile but I saw my first commercial last night. Great messaging and a strong campaign. Kudos to Verizon for being a leader and addressing the issue that is linked to their business.

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.

The Strategy Behind Branding

You think your brand is a little tired and you would like to freshen it up. Instead of just changing the logo put a little strategy behind branding.  

One of the first steps to freshening up a brand would be to perform a brand audit. Collect all materials. Look at the logo, messaging and collateral previously used and create an analysis. What worked, why? What didn't, why?  Is there anything you still like? Anything you could rework?  Anything you wish you never used?  

If you want to truly revive your brand, and if your budget allows, you should revamp your identity.  A few things to consider as you take on a new brand identity:

• What is your mission and how can you incorporate it's values into your brand?
• What is your purpose?
• How do you want to position your brand? (marketing and PR opportunities)
• Do you have a positioning statement?
• How will you protect your brand? (reputation management)
• Who will you align your brand with? (association, connection)
• When you communicate your brand what tone should be used 
• What is your brand character and personality?
• Do you or should you incorporate a tag line?
• What are your visual themes?  (colors, fonts, images)
• Who is your target audience? (demographic)
• What is your competition doing? Is it working?
• Are metrics in place to measure brand performance?

This will take some time, however it should be worth it in the end.  Brand strategy should produce positive results creating an identity that will make a stronger statement, as well as a long-lasting connection.

New Client: Family Promise of Delaware County

A few weeks ago I gave a presentation to the board of Family Promise of Delaware County. This week I was hired to do a small marketing and PR project to help this chapter get started.  I will be working on the "Four M's": 

• Messaging - creating local key messages
  
• Marketing - creating an updated brochure or marketing postcard
  
• Media - creating some awareness in traditional press and social media
  
• Means - creating a few fundraising/sponsorship tools
  

Family Promise is a national organization with 150 affiliates nationwide.  They are an interfaith hospitality network for homeless families. Congregations and volunteers help connect homeless families with services and support like shelter, meals child care, and career training.  

Currently Delaware County has nine host churches, five support churches and a day center signed up and ready to help.  This network will serve as host and will provide meals and overnight accommodations to up to 14 people for a week. They provide beds, transportation, and a day center where families will spend day hours receiving counseling, doing job searches and preparing to move into permanent housing.

In Delaware County the homeless family count is rising.  To help combat this growing problem Family Promise of Delaware County was developed with the assistance of homeless advocacy group, Concerned Citizens Against Homelessness.

Family Promise of Delaware County is in the process of raising funds and accepting in-kind donations for the development of the Network.  They hope to open their doors by the end of summer and will reside at 35 N. Washington Street, Delaware, OH.  Be on the lookout for their local website coming soon.  In the meantime, you can check out the national website here.

Can Pinocchio Make Your Kid Eat Healthier?

The USDA recently partnered with Walt Disney Studio Home Entertainment to launch a series of new public service announcements motivating moms to encourage proper nutrition and more physical activity for their children.

By using Pinocchio in the "Bright Futures" campaign, PSAs will highlight the importance of a balance between good nutrition and keeping active in order to reduce childhood obesity and increase the number of fruit and vegetable intake in children. According to the Ad Council, less than 25% of all adolescents eat the daily recommended servings of fruits and vegetables.

Key messaging in the PSAs will direct moms to www.mypyramid.gov to use the food pyramid as an effective tool when making food selections.  Last year the food pyramid was given a makeover.   You can compare new and old food pyramid's below.

Before you compare I have just one question . . . .

If a child lies and says they ate their broccoli when they really fed it to the dog will their nose grow big too? 

Creating Powerful PR for Non-Profit Organizations

Sunday night I saw a very touching human interest story on the 11:00 news.  The story highlighted a local children's non-profit organization.  The piece was very heartwarming, the child was wonderful in front of the microphone and the footage was interesting.  With all that said, there was one major problem. . . .

Other than the quick logo splash (of the national logo not the local logo) and a faster mention of the organization's name, there was not much else to link the organization with the story.  A huge opportunity was lost.

What was lost?  The full impact.  What is the full impact?  Telling the compelling story and then giving it a clear call to action. When a viewer is moved by a story they need information on what to do next.  The story I saw Sunday night lacked what to do next, and that was a HUGE mistake.

 Here are a few things to do when your non-profit is pitching a story to the media.

1. Create a number of calls to action - ask the media to include a phone number, your web address or a specific need (more volunteers, more funds, attend an upcoming event, etc.)
2. Create a media kit and not only include the press release but add a fact sheet with the mission, and pertinent facts about the organization.  Take it one step further and create a "needs" sheet - list all the calls to action your organization needs at that time.  Also include all this information on your organization's web site.  Have a media page that contains key messages, mission, ways to help the organization, organization's contact person in case a spokesperson is needed.
3. Create a "Ways to Help" or "Call to Action" page on your organization's web site and include links to on-line giving, volunteer sign-up pages, upcoming events, or any other items your organization may need.

By just doing the few things listed above your story will have full impact.  The story will be compelling, it will grab viewers attention, and then will give them important information on what to do next.  

Most likely your web site visitor count will increase which could prompt visitors to become new supporters.  However, this won't happen if they aren't given the opportunity.  Don't let your organization miss the opportunity like unfortunately this children's organization did.

Peanut Butter Mess

The peanut butter scare has spoiled a staple in American comfort food.  Because of the tainted peanut butter at the Peanut Corp. of America in Georgia sales have dropped 23%, a number of schools across the country have stopped offering PB&J sandwiches, and pantries in households everywhere no longer stock creamy or chunky jars on their shelves.

Cause and Effect Can Have a Real Affect

Because of this serious action, makers and sellers of peanut butter from organic brands to commercial brands like Skippy, Jif and Peter Pan have had to become very reactionary.  In order to boost consumer confidence and defuse the situation, all makers had to put a crisis communication plan in place.  

Creating key messaging, maker web sites offer immediate statements reassuring the public that they do not use ingredients from the tainted company and that their product is safe to consume. Today, I even heard a new commercial for Jif where they immediately used messaging to put the viewers mind at rest letting them know their peanut butter is safe.  They had to use advertising dollars that either weren't planned or planned for something else.

All of this reminded me of my days in my past job.  Even though we were in Ohio, if something happened in another part of the country that was in any way comparable to our organization, we would feel the effects and needed to diminish the situation is quickly as possible.  Because of that uncontrollable threat, I created a crisis communication plan to handle any possible scenario - one we created or one that was handed to us because of the actions of someone else.

Crisis communication plans are so important.  I'm sure the peanut butter makers can attest to that.  These plans help keep you organized at a time when everything else around you is not so organized.  

Tomorrow I will post some crisis communication ideas to help you in a possible time of need. Until then, I'm going to make myself a peanut butter and jelly sandwich because Jif reassured me that everything is just fine (and delicious) with their product.

Make Today Delicious

To the left is the new tag and brand identity of Kraft foods.  Yesterday Kraft unveiled their new look.  A move that Kraft hopes will help them against their private label competitors by capturing the essence of Kraft Foods.

The red banner is supposed to represent a smile (didn't another brand just do that).  However, this smile explodes into seven flavor bursts.  Each burst represents the different divisions of Kraft.  Looks like another lower case logo - following the footsteps of some other big logo revamps like Wal-mart and Pepsi. 

Looking at Kraft's website you will quickly notice they've incorporated making today delicious into who they are.  Their brand values are apparent in what they do, their approach with consumers, how they behave, their reach, how they grow and who they employ.

This reminds me of another big company - Procter & Gamble.  Like Kraft, P&G live their brand values which you can easily see when you visit their offices in Cincinnati, Ohio and on their brand web sites.  Also like P&G, Kraft has quite a history dating back to the late 1800's.

I like the logo and the direction Kraft is taking.  It's modern, you can relate to it, and it really looks happy. Food for most people, makes you feel happy.  O.K. I have to end this now because I have really worked up an appetite writing this.

Non-Profits and the BIG Event

Yesterday we with met with a client to discuss new strategic opportunities when the topic of non-profit events came up.  They are preparing for a very labor intensive and involved event and were wondering if this was the way to go in the future.  Quickly our conversation turned from events to a donor focused discussion.  

Because the economy is forcing donors to become more frugal with their giving and the Internet lends tools to make them more savvy, non-profits might have to rethink the BIG event and change their approach.  Donors want to become personally connected to your mission. 

Instead of the BIG event, why not host a handful of small cultivation events.  They are personal, create a connection and are much more cost effective. Donors will see that more of your dollars are going back into the mission and not the lavish fundraising costs associated with the BIG event.

A few cultivation event ideas are:

• A summer BBQ for 6 to 8 couples hosted by one of your board members
  
• A private suite at a concert or sporting event for a handful of potential donors
  
• An intimate luncheon or a dinner with the board chair 

Whatever it is, keep it small and intimate so you can give each guest special attention.  Get your board or long-time volunteers involved, and make sure you include someone who benefits from your mission.  By hosting an event this way, donors will get the full experience of who you are and what you do.  It is more powerful.

Should non-profits give up the walks and galas - absolutely not.  Donors like to attend family events and special dinners.  Maybe those should become more of a celebration of the mission and a reason to create awareness.  Just be careful with the budget and make sure your message is targeted to them with a specific call to action.  

Should non-profits stay away from the BIG event?  If the fundraising expenses are in the hundreds of thousands we say stay away.  Donors wouldn't be happy to find out that the majority of their donation went to foot the catering and venue bill and it might come across like you're being more self-serving than mission focused.

Importance of a Clean, Concise Website

The Internet and social media have been driving forces in creating and building our business. We are learning everyday the importance of a strong on-line identity, which leads me to this story.

Over the holiday, a friend of mine got married.  A very small, intimate ceremony in her backyard in front of very close friends and family.  Planning this wedding was a little challenging because the bride was in North Korea for a year while her fiance' was away in the army.  Therefore, quite a bit of planning was done on-line.  Already knowing where the wedding would be, she needed to focus on finding the right minister.  The on-line search began.  After looking a what felt like hundreds of sites filled with cupids and hearts and messaging that was way too cheesy she finally found the one.  However, the minister lived over an hour from where the ceremony was going to be held and the bride never even heard of her before.

When the minister asked the bride, "why did you pick me?"  The bride said it was because she loved her web site.  It was clean and concise.  She loved the messaging and the feel of the site. And because of her website, she booked the minster clear on the other side of the world.

We are working on our web site.  For almost a year we have been using a blog as our web site. We love this approach and it definitely will continue.  However, we want to achieve greater search engine optimization, higher rankings and have a professional appeal as well.  Our site is in its beginning phases but we wanted to give you a sneak peek of a couple pages.  

We'd love to hear your feedback on what you think so far.  Feel free to comment.

2009 NonProfit Marketing Ideas

A new year is here. A time for change, new beginnings, re-organization. New marketing ideas.

It's now more than ever that nonprofits need a strong marketing and PR strategy to stand out above the rest and capture the public's attention. There is a way to do just that and it doesn't have to cost much. You just need to be willing to think beyond the box, dive into social media, and come up with multi-media campaigns that simultaneously attract more individuals for a greater ROI.

Need an example: OK, here's one - a multi-media campaign idea. In our past life we worked for the local chapter of a very well known nonprofit organization. It was summer of '07 and we were preparing for our next fiscal year which would start in September. The regions were struggling to make budget and something was needed to create buzz and excitement in the organization. So Colleen and I put our creativity to work. We needed a call to action with a hook and excitement. During our brainstorming, we realized our chapter would be celebrating its 25th anniversary. We had it - buzz, excitement and a call to action!

A multi-media campaign was born inviting everyone to "become a part of the celebration" giving them a handful of calls to action in which they could do that. The messaging, and branding became the center for every facet of the organization - volunteer, outreach, program, development/fundraising, and of course, marketing and PR. Various targeted and strategic marketing pieces were delivered through Internet, social networking, PR, mailings, email, word of mouth, and events all simultaneously so various groups were hearing the same message but in a variety of ways.

Success! So successful, the chapter continued the campaign after our departure using the exact same strategy, messaging and branding we created. In fact, they are still using the campaign, well past the 25th anniversary mark. However, we would have recommended concluding the campaign when the 25th anniversary truly came to an end in September '08. Continuing something passed its point can be misleading or become tiresome.

All of this is easy, achievable. affordable and fun. Need assistance? columbus imPRessions can help. Just email us at info@columbusimpressions.com.

Top Holiday Ads

When money is tight retailers tug on the heart strings to get consumers into their doors. Emotional branding at its best.  But does this type of brand advertising really work?

It worked for Best Buy this year.  Their employee's sharing heartfelt stories of helping customers find the perfect gift spot moved them up in the ranks from last year.

According to an Ad Age article, of the consumer surveyed only 17.5% felt motivated by the spots to go shopping, 43.5% were not motivated by the spots, and 39% didn't care what the spot was because they already shop at these retailers.

Did you have a favorite holiday commercial?  Did it motivate you to shop at the store?  We'd love to hear your comments.

See the top ten comparison below.

Top Ten Holiday Ads: Consumers rank the retailer they think had the best holiday commercial.
2008 Rank	2007 Rank
Target	Target
Wal-Mart	Wal-Mart
Best Buy	Macy's
Macy's	Best Buy
Kohl's	Sears
Sears	Kohl's
Kmart	Kmart
JC Penney	JC Penney
Old Navy	Publix
Toys R Us	Meijer

The Gift of Holiday Publicity

Everyone is thinking about the holidays right now, so tailor your message accordingly.  Obviously, not everything can apply, but charities can capitalize on the giving season and work with the media to spread the word this time of year.  For example:

HOLIDAY GIVING IS EASY

WITH CHARITY IN MIND

(COLUMBUS, OHIO) The holidays and new year are a time of generosity and central Ohioans are looking for unique and meaningful gifts.  Charities like the Epilepsy Foundation of Central Ohio offer numerous ways that individuals, families and businesses can contribute.   The Stroll For Epilepsy is coming up, so there are plenty of ways to get involved now!

-Families:  Make a donation in honor of a loved one with Epilepsy, include in holiday cards.

-Individuals: For your holiday party, ask guests to bring a donation and sign up for your Stroll For Epilepsy team (and get back together on January 31st for the event!).

- Businesses: Ask employees to attend the upcoming Stroll For Epilepsy, donate auction items for the event.

The mission of the Epilepsy Foundation of Central Ohio is to enhance the quality of life for those affected by Epilepsy and to increase the understanding of epilepsy in Central Ohio.  Approximately 77% of every dollar donated goes toward this mission.  Remember that donations made before the end of the year are tax deductible for 2008!

About the event:  On January 31^st 2009, this family friendly walk takes strollers through both levels of the very popular Polaris Fashion Place. Held in the wintertime, it’s the perfect opportunity to get out of the house, get some exercise, and take part in making a difference for those affected by epilepsy. The walk includes lots of family fun and the chance to win some great prizes. Register Online!  Go to www.epilepsy-ohio.org and click on Stroll 2009.  Registration is free but participants are encouraged to raise a goal of $100.  The Foundation’s goal is to raise $100,000 through this event.  All funds raised stay local!

The Epilepsy Foundation of Central Ohio’s goal is to enhance the quality of life for those affected by Epilepsy and to increase the understanding of epilepsy in Central Ohio.  Our Foundation works to prevent, control and cure epilepsy through services, education advocacy and research.

###

Click it or Ticket This Thanksgiving

Today the National Highway Safety Administration will launch its national Click it or Ticket campaign just in time for the holidays.    Because Thanksgiving is typically the heaviest traffic holiday of the year - more traffic unfortunately means more crashes - CIOT wants to remind everyone that wearing seat belts saves lives. 

You can get info on from the state of Ohio campaign here.

End of Year Giving

The holiday season is upon us.  If your non-profit hasn't made its holiday ask you still have some time.  There are some quick ways to send out your ask without the formal direct mail letter.

1. Send an e-blast and offer a direct link to your on-line donation page.
   
2. Mail a holiday card and include a small postcard detailing a desperate need and an example of how donor funds can help right now.  Add instructions to give on-line or include an envelope for remittance.
   
3. Start a cause on Facebook and collect on-line donations.

Whatever way you choose, make sure you add a key messaging line about end of year giving tax benefits.  Something like . . .

"Your generous gift enables you to receive tax benefits if it is postmarked or otherwise delivered by December 31, 2008."

You'd be surprised at how many donors need that reminder.  Once they get it, they'll be making a donation.

Happy Holidays!

Fundraising Luncheon

Friday afternoon we were invited to be guests at the Annual Camp Fire Luncheon and to sit at the table of Camp Fire's President and CEO.  

This one hour lunch was delicious, informative, celebratory, nostalgic and very moving. The room was filled with over 400 captivated people.  Learning about the organization and their impact over the last 80 years was powerful.   Camp Fire really has changed the lives of many central Ohioans. Former campers stay connected and loyal to this non-profit organization and many become camp counselors, advocates, or board members.  

A short video of a few long-time campers being interviewed clearly expressed what Camp Fire means to them and so many others.  The video setting was the beautiful camp grounds.  It made you want to be there, especially when hearing the birds chirping and the young campers singing in the background.

The moving part of the program was when a single mother and her older son told their story. For them Camp Fire was life-changing.  The mother, unable to afford camping, was able to get funding for her son to attend, funding that changed their lives. The mother spoke of how proud she was of her son and of the man he has become.  She tearfully attributed that to his Camp Fire experience.  Her son, now a camp counselor himself, has become a positive role model to current day campers.

After the short heartwarming program their Board Chair spoke of thanks for 80 wonderful years, as well as the desperate needs for the coming years.  Funding is needed to get more children into nature.  It's important for their health.  So many central Ohio kids have never even seen a forest and spend way too much time in front of the TV, computer or video games.

Table captains passed out pledge envelopes and everyone filled them out pledging financial assistance for the next year. Looking around we saw that everyone was writing, getting out check books and wallets.

This simple luncheon and program was an incredibly smart fundraising tool. Having a luncheon lowers the fundraising expense over having a huge gala dinner.  The program was simple, but compelling.  A connection was made with the audience.  Using the nostalgic slide show, short video, and most importantly, the mother and her son had a lasting and powerful impact.  Camp Fire's event was a success.  Many non-profits could learn from this smart, well thought out event.

Thanks to Amy Boyd for allowing us to be guests at her table.  We thoroughly enjoyed ourselves and look forward to helping Camp Fire Central as they begin planning their 100th celebration!

Happy World Pasta Day

World Pasta Day is serious business.  They have a logo, pr events, key messages and a strategic mission - economic feasibility, gastronomic versatility, and nutritional value.  Wow, I never knew pasta was so serious!

The Wheat Foods Council wants you to learn about all the pastabilities (not making that up).

So manja, manja (words my nonna always said to me every time I visited).

Today is a perfect day to take in Olive Garden, Fazoli's or in Columbus, Ohio Marcella's (that's my vote).  Enjoy! Ciao'

Stroll For Epilepsy- Delaware Child chosen as Honorary Ambassador

~  If you are a member of the media, please contact us at 614.725.2561 or info@columbusimpressions.com .....
We are fortunate to be spending some time this Friday afternoon with a wonderful Delaware family we recently met, named the Raineys.  Their youngest daughter, Amanda has been chosen as the Honorary Ambassador for the Stroll For Epilepsy coming up in January.  The Rainey family consists of mom (Maryann), dad (Matt), eight-year-old Sara, four-year-old Zachary, and six-year-old Amanda.  

The local media has been invited to their Delaware home for a chance to meet Amanda, her family, and Irene Baird, the Executive Director of the Epilepsy Foundation of Central Ohio. Should be a great photo opportunity!!! 

Amanda, who has suffered from seizures since she was six months old, has a big job ahead of her as the Honorary Child Ambassador. The Rainey family has been involved with the Epilepsy Foundation Stroll for five years and are thrilled to advocate, raise funds and help in every way for this year’s event. Matt Rainey, a Market Operations Support Analyst for AEP, got his company involved and they are the presenting sponsor this year.

Members of the media are welcome to contact us for more information! info@columbusimpressions.com or 614.725.2561

Convincing Your Board That Marketing Is Important

Times are tough but sometimes persuading your board can be even tougher.  Boards and administrators can be hesitant when it comes to spending time or money on marketing.  But, in order for non-profits to survive and make their difference in the world they need funding.  In order to achieve lucrative funding, they need marketing.  Our equation for non-profit success is:

Development + Marketing = Successful Program

Maybe these five points will help make your board think a little differently about their non-profit survival needs:

1. Change perception - perception is reality so get them thinking marketing is their friend.  After all, marketing makes a bigger difference because you are able to reach a greater number of people.  Marketing makes you stand out above the rest and, when marketing smart you become strategic not reactive.
2. Be Efficient - you can create incredible looking pieces without breaking the bank.  Be smart about your material choices like paper stocks, colors, folds.  Streamline your message.  You don't have to say much to leave an imPRession.
3. Realize Needs - Create materials for what is really needed.  You don't have to create pieces for everything.  Maybe you have a milestone celebration coming up, focus your strategy around that and create supporting pieces for this call to action.  Or maybe you need more volunteers so create a piece that will pop and create interest attracting more volunteers. 
4. Be Flexible - It's smart marketing to stay focused on initiatives but it's also smart marketing to be flexible.  If after a few quarters if something is not working it might be time to change strategy - not necessarily the materials - but the strategy.
5. Measure and Communicate - Track your results quarterly and share them with the board.  When there is forward movement and progress they will begin to see the fruits of your labor and you will get buy-in. 

Not sure where to start, columbus imPRessions can help you create your marketing strategies, marketing campaign or materials.  Contact us at info@columbusimpressions.com or call 614.725.2561.

Sunday Paper Could Get A Little Lighter

All of you who love to get the Sunday paper to see the circular ads and find out what is going to be on sale for the week might end up feeling a little disappointed.

This week retailers JC Penny and Kohl's announced they are evaluating their newspaper insert circulation strategy.  With advertising budgets tighter than ever retailers are looking to cheaper on-line programs and more measurable, targeted direct mail strategies.  Print insertion will begin to decline which could make the Sunday paper a bit lighter.

However, Walmart, who is sporting a new logo and is focusing their messaging on value, is spending more on circular advertising than last year.  They seem to be successful.

Maybe it's more about the messaging than the circular.  In tough economic times people want to know their money is going toward a good value.  The moral of today's post - messaging is key!

columbus imPRessions knows the importance of strategic messaging.  Contact us if you'd like help crafting key messages for your business or organization.