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FIEBRANDING 8i MARKETING INITIATIVE
rebranded their entire
company in 2010,
incurring costs of
This 12 month
rebranding process, paid
for itself in 3 months.
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98% staff agree the charity now has a clear
vision for the future.
72% members believe the new brand will I.
help the charity achieve its goals.
11% increase in average donation. ‘
32% increase in direct mail response.
5% ahead of fundraising target for the year. A _____, «. .-»«
m RECOGNITI N &TRUST
How do we accomplish this?
1. Simplify (logo, domain, website, etc)
2. Identify color scheme 8 fonts
3. Create a tagline
4. Stick to the plan
5. Social media 8 (e)mai| ings
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People make a subconscious judgment about a person. environment, or product within 90 seconds
of initial viewing and between 62% and 90% of that assessment is based on color alone.
Color increases brand recognition by up to 80%.
Ads in color are read up to 42% more often than the same ads in black and white.
Jsing the ‘Right’ Colors for Your Nonprofits Brand. ‘ Wired Impact. N. p., 25 Dec. 2013. ‘Net. 23 Feb. 2015. <http: //vinredimpactcom/ biog/ right-colorsr
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Typography is the art and science of arranging font by using color. design integration, size, spacing
and line length to enhance the expression of the written word.
What do you want to stand out as the most important part of your message?
What should sit in the back, providing useful but less important information?
Good typography can direct your customer to priority content to increase the impact of your
Piocirilli, Micah. “The Art and Science of Typography: Branding to the Letter. “ Piocirilli Dorsey. N. p.. 22 Aurel. 2014. Web. 23 Feb.
2015. <http ; //b| og. piodorsey. oo m/ thoughtslthe-art-and-scienoeoi-typography-branding-to-the-Ietteriil. OuYNimFbww>.
An advertising slogan is usually a short tag| ine- less than five words- that
tells potential customers the benefits they can expect when choosing your
product or service, or establishes your company brand. Most slogans are
catchy, declarative phrases that use devices such as metaphors,
alliteration or rhymes with simple, vibrant language. In most cases,
slogans don't actually mention the company name or product, but instead
focus on what the company or product does and how it is different from 1
anything else on the market. This helps customers remember you and your uvmc,
company when they are shopping for the product or service you offer. WATER
LIVE UNITED G063
od36o FOR LIFE
Ill JESUS’ NAME
80005 FOR THE GREATER 6000'
of Ad Slogans. ‘ Houston Chronicle. N. p., n. d. Web. 24 Feb. 2015. <httpJ/ smallbusiness. chron. com/ importance ad-slogansﬂ1343.hhttp: //smalIbusiness. chron. com/ import:
4. Stick to the Plan
Why is consistency in branding important?
Most all marketers learn very early on that brand consistency matters — a lot. The rationale
behind this is very simple. If marketers provide consistent marketing messages, those
messages can build up, layer by layer, in customers’ minds over the course of time.
These consistent messages mutually reinforce each other at a subconscious level, making it
much more likely that customers will remember the brand when it comes time to buy and
use the brand.
Because brand consistency matters so much, most marketers know that they should stick
with the same brand message components, even when it comes down to what might seem
like small-scale issues like font choices, logo colors, etc. Most marketers, therefore,
endeavor to enforce strict rules about the style, logo, font, color, message, etc that apply to
every use of their brands.
zistency Really Mattei’? ' Hour| yNerd. N. p.. n. d. Web. 24 Feb. 2015. <https: //hourlynerdcom/ blpg/ viewarticles/ di: Ic2091e/ doi
5. SOCIAL MEDIA
Ii 0 Q
Participants who use social networking tools like Facebook,
Twitter and YouTube communicate with their networks more
regularly and send more messages.
This resulted in increased fundraising results by up to 40%.
es Fundraising by 40% [Sti. idy]. ' NpENGAG£. hip. 12 May 2011. Web. 24 Feb. 2015. <http: //npcngagecom/ nonprofitfundraising/ using~social -me
The Top 10 Benefits of Social Media Marketing
Increased Brand Recognition
New Chanels for Voice 8 Content
Improved Brand Loyalty
53% of Americans who follow brands are more loyal to those brands
More Opportunities to Convert
Every post you make on a social media platform is an opportunity for customers to convert.
Higher Conversion Rates
Social media is a place where brands can act like people do, and this is important because people like doing business with other
people: not with companies.
Higher Brand Authority
Interacting with your customers regularly is a show of good faith for other customers.
Increased Inbound Traffic
Without social media, your inbound trafﬁc is limited to people already familiar with your brand and individuals searching for
keywords you currently rank for. Every social media profile you add is another path leading back to your site. and every piece of
content you syndicate on those profiles is another opportunity for a new visitor.
Decreased Marketing Costs
Better Search Engine Rankings
Being active on social media could act as a ‘brand signal" to search engines that your brand is legitimate, credible, and trustworthy.
Richer Customer Experiences _ 1 1 . _ _ _
Social media, at its core, is a communication channel like email or phone calls. Every customer interaction you have on social media
is an opportunity to publicly demonstrate your customer service level and enrich your relationship with your customers.
Improved Customer Insights
Social media also gives you an opportunity to gain valuable information about what your customers are interested in and how they
behave, via social listening.
Deuers, Jargsm 'The Top ‘.0 Beneﬁts 0f Social Media Marketing. ‘ Forbes. Forbes Magazine. 11 Aug 2014 Web. 1‘. Feb.
2015 <http: !/v-wwfortzes. cnmlsitesiiaysondarnersi'2014/08.v'l1Jthe-top-10-benefits-of-social-rredia-r'iarlretin§i‘>.
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