Values Based Branding

An organization’s marketing and communications efforts can be substantially enhanced by creating an effective branding strategy. Here’s a video about a values based approach to branding:

Marketing- Search Engine Optimization

An effective marketing program for your nonprofit or educational institution requires optimization of search engine results. In other words, you want your organization’s site to appear as near as possible to the top of the results list when someone does an applicable query in search engines like Google or Yahoo.

Here’s a video to help get you started:

Digital Marketing

According to its website,

“Stamats is the nation's leading provider of marketing solutions for higher education institutions, offering a full array of marketing services, including advertising, brand marketing, direct marketing, interactive media, planning and consulting, print media, and marketing research.”

Although Stamats focuses on higher education, many of their recommendations and observations are also applicable to other levels of educational institutions, as well as other types of nonprofits.

“QuickTakes” is Stamats enewsletter providing insights into topics such as organizational leadership, strategy and integrated marketing. The current issue of QuickTakes, includes a discussion of the “Top 10 Digital Promises for 2009.” Here are the suggested promises:

1. I will work from a clearly defined strategy.

2. I will focus on people first and then technology.

3. I will improve my content.

4. I will focus on simplicity.

5. I will make usability my first priority.

6. I will provide an experience.

7. I will move my Web site to the center of my marketing communications.

8. I will measure what I do.

9. I will engage social media in a strategic way.

10. I will take integration seriously.

To read the discussion related to each promise, just click on the title to this post.

Social Media Research

Understanding research into social media can help nonprofits and educational institutions with their communication and marketing efforts. Hewlett-Packard, the computer company giant, is engaged in extensive social media research.

According to their website, “HP Labs is the exploratory and advanced research group for Hewlett-Packard, tackling complex challenges facing our customers and society over the next decade, while pushing the frontiers of fundamental science.”

Fast Company TV interviewed Dr. Bernardo Huberman who “is director of the social computing lab at HP Labs and is a senior fellow, too. Why is HP doing social research? Well, Bernardo tells us and gives us some insights into what his team is learning.”

Communications and Marketing- Podcasts

Podcasts are a great, inexpensive way for your organization to spread its message and news. To learn how podcasts work, here’s a video from Common Craft:





If you would like to learn how to create a podcast, here's another video:





For more guidance, click on the title to this post.

Resource- Marketing and Public Relations

The Network for Good website has a variety of helpful articles for nonprofits on topics ranging from fundraising to marketing. One recent article, written by Rachel Meranus of PR Newswire is entitled, “Public Relations 2.0.” Focusing on the use of social media, the author observes,

“in terms of PR, social media is a maturing business tool, offering new and innovative ways to drive awareness and communicate to customers--often using less expensive techniques than traditional advertising or marketing campaigns. It's worth being aware of the various elements that make up the social media landscape, and concentrating on the ones that are particularly applicable to your organization.”

The author also explains the use of blogs, multimedia, social media news releases, bookmarking, news sharing and twitter as tools to communicate your organization’s message.

For access to the article, just click on the title to this post.

Media & Public Relations- Helpful Hint #1- Media Toolkit

The National Education Association (NEA) focuses on advancing public education at all levels of the educational system. The organization maintains a website rich with helpful resources. Although geared towards education, many of the resources are very useful to organizations with missions other than education.

In particular, the NEA has an online media tips toolkit that is a great place to start if you are looking to begin or enhance your media/public relations program. For example, their site contains guidelines on working with the media, outreach ideas (with sample documents you can tailor to your situation), writing a press release (with examples), tips for distributing your press release and advice on developing a press kit.

If you would like to view the toolkit, just click on the title to this post.

Marketing & Branding- Helpful Hint #1- Branding Tutorial

Nancy Schwartz is a marketing and communications consultant to non-profits. She has written a good basic guide to branding entitled “What is Branding? A Tutorial for Nonprofit Organizations.”

Ms. Schwartz points out:

“Branding is the art of creating a consistent, recognizable, and clear unified voice or personality that conveys your organization’s uniqueness, focus, and values. The public sees your message every day – through communicating with your employees, looking at your Web site, reviewing your print material, and even reviewing a fundraising appeal. Your brand creates a unique position for your organization in your audiences' minds, making it possible you to differentiate your offerings. It is the most efficient means of communicating organizational values to all of your audiences. Your brand and image should be clear, and every communication should build upon the foundation of your mission.”

She goes on to discuss the importance of effective branding and how to get started. If you would like to read her entire article just click on the title to this post.