Brand Strategy on a Budget
with Amber Swenor


Thursday, 13 Oct 2016, 12:30PM


Monona Terrace Community and Convention Center


Is your nonprofit's brand competitive? Learn how to position your organization to capture the attention you need. Nonprofits compete alongside local businesses, national brands, multi-million dollar corporations, and each other for attention. This session will help you more clearly defined Brand Positioning Statement and better understand how to make your brand vision a reality.


Session Details

Detailed Description

Brand Strategy on a Budget Your non-profit is a brand and it’s competing for attention every day alongside local businesses, national brands and corporations with multi-million dollar marketing budgets. Your organization’s brand is what people think and say it is. If you don’t like how that conversation is going, you have the power to shift it, and that requires a clear understanding about where you want to position your organization for the future. With limited resources and marketing funds, the key to getting the most out of your marketing is by operating on a communications plan with clearly defined objectives. A strong communications plan is developed on the foundation of a brand positioning statement. A brand positioning statement will define your target market(s), the value you deliver them, where your organization wants to go and how you want to be perceived. Once you identify those key elements, the tactical communications plan can follow. In this workshop we will work through several exercises including a take-home workbook that will help you hone in on your brand positioning statement. You will develop a clearer vision about who your target audiences are, and with that knowledge, we can then evaluate the best tactics to utilize to market your message to those target audiences. In this workshop we will discuss: • The 4 key elements of a Brand Positioning Statement • How to make that brand vision a reality • Defining specific, measurable marketing objectives • Marketing tactics available to meet those objectives and what it costs in time, energy, skill and money to effectively utilize those channels • Mapping out an action plan to deliver upon your marketing objectives The goal of this session is that participants will leave feeling empowered in their marketing plan for the year ahead, and their organization’s ability to meet those objectives while operating on a budget.

Takeaways

1) more clearly defined Brand Positioning Statement 2) Better understanding of how to make that brand vision a reality 3) Defined marketing objectives for the year ahead 4) Understanding about the Marketing tactics available to meet those objectives 5) The start of an action plan to deliver upon the marketing objectives

Target Audience

Directors / Managers, Small Organizations, Entrepreneurs / Independents



Presenters / Panelists