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Overview:
A campaign provides the unique opportunity to position your institution in the minds of alumni, donors, and prospects. Creating a compelling campaign brand for such positioning takes detailed planning and timing. It also requires delicately balancing the campaign goals with the institution's existing brand and strategic plan.
This on-demand webcast is a primer on how to develop a campaign brand and identity that effectively captures your institution's character and links it to your campaign's goals. Along with analyzing successful campaign brand case studies, you will learn specific pointers for:
- Understanding the differences between an institutional brand and a campaign brand
- Determining how the two brands can work in concert
- Planning and deploying a campaign brand initiative
Target Audience:
This on-demand webcast provides practical branding insight for campaign directors, advancement executives, development and marketing managers, and design professionals charged with launching an effort.
Program Agenda:
| ON-DEMAND Presentation |
| Live Session Took Place On Monday, November 24, 2008 |
- The interplay between your institutional and campaign brand
- Driving factors
- Key audiences
- Which comes first?
- Do people give to an institution or to a campaign?
- How can a campaign brand resonate with and challenge the institutional brand?
- Planning and deploying a brand for your campaign
- Answering the three fundamental questions:
- Why this institution?
- Why these projects?
- Why now?
- Steps to creating your campaign brand
- Analyzing your institution's position relative to donor audiences
- Framing the campaign
- Beginning the creative development process
- Finding the right creative mix and media balance
- Effectively branded campaign case studies
- The University of Miami
- University of Wisconsin, Milwaukee
- Brown University
- Duke University
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Instructor:
Rob Moore, Managing Partner, Lipman Hearne
Rob has more than 20 years of experience providing marketing communications counsel and creative services for the nonprofit and higher education sectors. He is known nationally for his role in advancing the understanding and validity of effective marketing and branding practices in higher education. Rob is a frequent presenter at national conferences and a leading contributor to industry periodicals including CASE Currents and Trusteeship. Rob also launched and supervised the nation's first and only survey of marketing practices in higher education.
Ordering Information:
Ordering
Order online using our secure ordering system, or call 720.488.6800. After ordering, you will receive a confirmation of payment or an invoice, depending on method of payment. All audio is streamed on your computer speakers using your computer's sound card. |
Shipping
A CD-ROM version of the archive will be mailed within 3 business days of the time the order is placed. Shipping within the United States and Canada is free of charge. For orders shipped outside the United States and Canada, an additional $35 USD will be charged. |
Order Online:
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