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Basics of Branding and Media: Enhancing Your Organization's Impact

Learn how to brand your organization effectively using the analogy of a cookie. Understand the importance of media in creating a strong brand identity and reaching your target audience. Discover the fundamentals of PR campaigns and leveraging traditional and online media platforms. Enhance your programming to cater to your audience's needs and preferences. Get insights on engaging with different media channels such as TV, radio, print/online, and social media. Become a PR ambassador for your organization and maximize your outreach opportunities.

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Basics of Branding and Media: Enhancing Your Organization's Impact

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  1. THE BASICS OF BRANDING AND MEDIA Presented by: Tim Mullin, Chair YNPN Southern Nevada Saturday, June 28, 2013

  2. THINK OF YOUR BRAND AS A COOKIE…..

  3. Cookie Ingredients • Your brand identity (logo, marketing pieces) is like flour, the glue that holds the cookie together • Online media (Facebook, Twitter, LinkedIn, Constant Contact, Google, Instagram, etc.) is the sugar that sweetens the cookie. Without it, your organization will be bland and irrelevant. • Traditional media (TV, print, radio advertising etc.) is like baking soda; an ingredient many people don’t think is necessary in the digital world, but is essential to the success of the cookie. • Your PR campaign is like the chocolate chips. Without the chocolate chips, your cookie has no flavor, no pizzazz, and, no one will know how good the cookie tastes. • Your word of mouth reputation is like cookie quality control; if people hear that your cookie doesn‘t taste good, no one will buy it.

  4. IT STARTS WITH A PLAN….

  5. THE FIVE W’S know your target audience • Who are your members? • Age? • Income? • Education/Experience? • What do they want? • Professional development events? • Social events? • Networking events? • Where do they want to meet? • At the workplace? • In a business setting? • At a bar/restaurant?

  6. THE FIVE W’Sknow your target audience • When do they want to come to an event? • Before work? • At lunch? • After work? Happy hour? • Why do they come? • Pleasure? • Need experience? • Told by a boss? • Convenience? • Necessity?

  7. BRAND YOUR PROGRAMMING TO YOUR AUDIENCE

  8. BRAND YOUR PROGRAMMING TO YOUR AUDIENCE • Embrace your Strategic Plan • YNPN of Southern Nevada created 3 strategic directions that we even use in our marketing: • Cultivating Professionals • Driving Solutions • Nurturing Connectedness • Stay Consistent • With time, dates for each program • With Name Recognition • Stay In Contact • Get event feedback • Survey Monkey

  9. BRAND YOUR PROGRAMMING TO YOUR AUDIENCE YNPN Southern Nevada Event: • Access to Experts - Quartely • Building Blocks Series – Twice a Year • Strictly Social – Quarterly • BrainTrust – Every other Month • Community Connections – Quarterly

  10. GET TO KNOW THE MEDIA • TV is the visual medium • Types of TV coverage: • Assignment desk: breaking and hard news, segments such as Health • Live shot • In studio interviews • Media sponsorships and event hosting • Community calendars • :15 and :30 second public service announcements • :15 and :30 second commercials • What makes a good TV interview? • Great visual • Heartfelt personal story • Newsworthy event, such as the opening of a new clinic • Guests that are prepared and professional (In studio)

  11. GET TO KNOW THE MEDIA • Radio is the emotional medium • Types of radio coverage: • Morning or afternoon interview • Public Service Announcements • Community Affairs shows • Media sponsorships and event hosting • Public service announcements (PSAs) • :15, :30 and :60 second commercials • What makes a good radio interview? • Heartfelt personal story • Guest that are prepared and professional • Testimonials and success stories

  12. GET TO KNOW THE MEDIA • Print/Online - the intellectual medium • Types of print coverage • Hard news stories • Feature stories • Profiles; Pinpoint Publication’s Meet the Neighbor • Award submissions, such as the Angel Awards, 40 under 40 • Listings, briefs, blurbs • Post -event photos and publicity • Media sponsorships and event hosting • Full, half and quarter page ads • What makes a great print/online story? • Unique story idea that hasn’t been covered before • Newsworthy • Volunteer or donor that has done something really special

  13. GET TO KNOW THE MEDIA • Social media platforms - the quick sharing of information to build your community base. • Facebook: Needs fresh content, photos and video. A reason for people to keep coming back. • Twitter: Great for promoting events • LinkedIn: Great for building relationships with donors and referral sources • You Tube: Video sharing • Pinterest: Needs colorful visuals, such as cooking, baking and fashion • Online reputation management • Yelp • Yahoo • Email marketing: Permission-based marketing that helps build relationships with your current members and supporters • Constant Contact and Survey Monkey

  14. How can you help be a PR ambassador for Your YNPN chapter?

  15. How you can help? • Develop a pitch/elevator speech. • Stay consistent. Make sure everyone has a similar pitch • Keep your eyes open for heartwarming story ideas with volunteers, donors, members, and supporters • Ask if members/donors/supporters are comfortable doing media • Engage in your social media platforms • Sharing is caring! • Always have your camera ready at events • Use these as ice breakers to talk about your programs and fundraising • Be patient as quality PR takes time 

  16. THANK YOU! Tim Mullin, Chair YNPN Southern Nevada P.O. Box 2314 Las Vegas, NV 89125 702-768-9295 or chair@ynpnsouthernnevada.org

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