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Sarah Durham, Brandraising expert and founder of Big Duck: Smart Communications for Nonprofits, will share how you can apply best-practices from the for-profit world and will show us how marketing and branding effectively can be the key to your organization's success. Based on her book "Brandraising: How to Raise Money and Increase Visibility through Smart Communications," this workshop will challenge you to think about what's unique about your organization and why a teen should be interested in joining it. You'll hear about ways to create the kind of compelling message that expresses the personality of your organization, attracts new members, and takes it to the next level.
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Big duck jep_brandraisingteens_5-09_reducedsize
- 1. Teens Like Brands: Do They Like Yours? #brandraising Sarah Durham | Big Duck Jewish Education Project May 9, 2012
- 5. Hello! • Your name, title, organization • Your org’s elevator pitch (2-3 sentences, please) • Why you’re here today • Do you have a communications dept? bigducknyc.com
- 11. Takeaway Consistency counts Exercise Layout your materials and review, no agenda bigducknyc.com
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- 22. Blue slide: be clear about what you want to say as an organization, and how you want to say it.
- 39. Takeaway Positioning and personality can drive your communications and connect it all back to your mission Exercise Define your positioning and personality as a team and then assess your materials against them bigducknyc.com
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- 41. Visual Identities Contain Logo Colors Typography Use of imagery / graphics bigducknyc.com
- 42. Messaging Platforms Contain Name, abbreviation Tagline External vision, mission, values statements Key messages Elevator pitch Lexicon bigducknyc.com
- 45. Takeaway Your brand is visuals + messaging, institutionalized through a style guide and trainings Exercise Articulate them all using positioning and personality, then define in style guide bigducknyc.com
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- 47. How teens communicate Method of communications teens would miss if taken away: 1. Meet “in person” (58 percent ranked it No. 1) 2. Texting (28 percent) 3. Talk on the mobile phone (5 percent) 4. Facebook (5 percent) 5. Talk on the home phone, email, video chat, chat, Twitter (tie at 1 percent) http://www.ericsson.com/thecompany/press/releases/2012/01/1575273 bigducknyc.com
- 49. http://pewinternet.org/Reports/2012/Teens-and-smartphones bigducknyc.com
- 50. http://pewinternet.org/Reports/2012/Teens-and-smartphones bigducknyc.com
- 51. Mobile phones are the new smoking • 59% of boys and 47% of girls—said their calls last less than four minutes • 23% of respondents engage in video chats • 83% of those who answered yes, do so at leaste once a week • Teens use Facebook emotionally—as an extension of their real life http://www.ericsson.com/thecompany/press/releases/2012/01/1575273 bigducknyc.com
- 52. Smartphones • 23% of teens age12-17 own smartphones • 31% (ages 14-17) • 8% (ages 12-13) http://pewinternet.org/Reports/2012/Teens-and-smartphones bigducknyc.com
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- 62. Takeaway Research can tell you more about them so you can communicate on their terms, not yours Exercise Create user personas, then test your materials against them bigducknyc.com
- 63. CASE STUDY Masa Israel Journey
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- 98. CASE STUDY Ask Big Questions bigducknyc.com
- 112. Upcoming Workshops • 5/24 Bagels at Big Duck: Is it time to rethink your website? • 6/28 Bagels at Big Duck: Writing for the Web