Kate Grubb Clark Loyola College in Maryland Assistant Director—Student Activities/Program Coordinator—OPTIONS 410-617-21

1. Kate Grubb Clark Loyola College in Maryland Assistant Director—Student Activities/Program Coordinator—OPTIONS 410-617-2132|kgrubbclark@loyola.edu Patrick DePuydt Loyola College in Maryland Senior Creative—Center for Community Service and Justice Executive Board Graphic Designer—GreyComm Studios prdepuydt@loyola.edu

2. Goals of Presentation • Objectives of Advertising • Importance of Branding • Mission, Vision and Brand • The Branding Process • Advertising Student Organizations • Lessons Learned • Tips for Student Organizations

4. Provide context of why advertising and branding are important for student organizations • Provide lessons learned from student organizations at Loyola College

5. Formal/Business Paradigm • “…creating awareness, aiding comprehension, developing conviction, and encouraging ordering” (Peter & Donnelly, Jr., 2003, p.123) • Student Organization Paradigm • What are the goals of advertising for student organizations? • How would you interpret this statement for your student organization?

6. Formal/Business Definition of Brand • “Name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of others sellers” (Peter & Donnelly Jr., 2003, p. 96) • Brand is Like Gasoline—A Metaphor • Student Organization Paradigm • How would you revise the words in this statement to fit student organizations? • Why do you think branding is important for student organizations

7. Mission Statements vs. Vision Statements • Mission Statement—Present • “enduring statements of purpose that distinguish one (organization) from other similar (organizations)…describes the values and priorities of an organization.” (David, 2007, p. 11) • Vision Statement—Future • “What do we want to become?” (David, 2007, p. 11)

8. Mission and/or Vision should be the driving force of brand development • Brand should reflect… • The core of your mission/vision for the organization • What is unique about your organization

9. Development/Redevelopment of Your Brand • Creation of a visual representation of what is unique about your organization • Branding Process • Consistency, consistency, consistency • 3 Laws of Branding

10. Advertising and Brand are Your “Packaging” (Adapted from Peter & Donnelly, Jr., 2003, p. 97) • 3 Key Questions • Who? • How? • Where? (Adapted from Peter & Donnelly, Jr., 2003, p. 19 & 250)

11. Branding and Advertising Lessons Learned • Relay For Life • Late Night • Center for Community Service and Justice • OPTIONS • Other Lessons Learned • Follow your posting policies • Collaborate

12. Success Comes from Consistency • Innovative Ways to Advertise your Brand

13. Heath, C. & Heath, D. (2008). Made to stick. New York: Random House. p. 9. • Peter, J.P., & Donnelly Jr., J.H. (2003). A preface to marketing management (9th Ed.). New York: McGraw-Hill. p. 19, 96, 97, 123 & 250. • David, F.R. (2007). Strategic management: concepts (11th Ed.). Upper Saddle River, New Jersey: Pearson Education Prentice Hall. p. 11.