Content marketing rules of the road for B2B Organizations
Why Design? Why Now?
1. Why Design?
Why Now?
Vicki Adjami :: Principal and Creative Director
Communication via Design :: www.cviad.com
Get Connected: Access to Sales and Marketing
3. “56% of marketing directors
of blue chip companies believe that a downturn
could be the best time strategically to rebrand.”
:: The Principle Group report; 250 marketing directors surveyed
4. What is a Brand?
An integrated experience
:: Externally
• engages with stakeholders in a consistent manner
• builds relationships and backs your company’s claims
• establishes a presence in the marketplace
• communicates value
:: Internally
• identifies who you are, the value of what you offer
and how you communicate that value
• shares and uses all marketing tools in smart,
interconnected ways
• has internal brand support!!!
5. What is a Brand?
Positioning statements Public relations
:: institutional/corporate :: traditional media
:: departmental • print, broadcast, television
:: product specific :: social media
• YouTube, Facebook,
Twitter
Logo
:: logomark
:: logotype Advertising
:: tagline :: print
:: online
:: broadcast
6. What is a Brand?
Websites Email promos
:: e-commerce :: HTML blasts
:: corporate :: press releases
:: micro sites :: e-newsletters
Print collateral Exhibits
:: sales kits :: tradeshow booths
:: flyers :: event and conference collateral
:: brochures :: point of purchase displays
:: stationery suite
13. What is a Brand?
Brand experience
:: sum of all points of contact with the brand
Brand image
:: symbolic construct created within the minds of people
:: symbolizes the brand’s differentiation from its competitors
:: information and expectations associated with a product or service
Brand recognition
:: a widely recognized brand in the marketplace
15. :: Kids In Distressed Situations
Brand strategy
Surveys and interviews
:: Agencies (internal)
:: Donor community (external)
:: Before
Positioning statement
Value propositions
:: To children and families
:: To service organizations
:: To donor community
Logo and tagline
Brand guidelines :: After
16. Branding by Design
Establish brand guidelines
:: positioning statement
:: logo usage
:: font usage
:: color palettes
Tools for control and consistency
:: standard fonts (default)
:: templates
:: images, video and audio library
19. “Successful companies do not
abandon their marketing strategies in a recession;
they adapt them.”
:: Professor John A. Quelch; Harvard Business School
20. Brands evolve…
Incremental changes
:: change components as needed
:: plan for continued change and growth
:: action occurs one step at a time
Ongoing upkeep
:: customer needs changes
:: economic realities
:: technological advances
21. …because marketing evolves
Internet usage
:: email blasts
:: social media
:: video story telling
:: mobile devices
Direct mail
:: more targeted database lists
:: ease of managing and customizing database lists
:: advantages of digital printing (with variable text!)
22. …because marketing evolves
Now relatively easy and inexpensive
:: email newsletters
:: Google AdWords
:: Google Alerts
Increase and measure your ROI
:: Google Analytics
:: custom website landing pages
:: make “call to action” obvious and easy
29. “Smart design and photography
is more likely to stand apart from the email clutter
your customers are bombarded with…”
:: ConstantContact report “Finding Opportunity in a Down Economy”
30. “…it is also more likely to be forwarded.”
:: ConstantContact report “Finding Opportunity in a Down Economy”
40. It will position you to be
more
competitive now and in the future.
41. Why Design?
Why Now?
Vicki Adjami :: Principal and Creative Director
Communication via Design :: www.cviad.com
Get Connected: Access to Sales and Marketing