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Overview
A campaign provides the unique opportunity to position your institution in the minds of your alumni, donors, and prospects. Creating a compelling campaign brand for that opportunity takes detailed planning and timing. It also requires delicately balancing the campaign goals with the institution's existing brand and strategic plan.
Join us for a strategy session on how to develop a campaign 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
Who Should Attend
This webcast will provide practical branding insight for campaign directors, advancement executives, development and marketing managers, and design professionals charged with launching a campaign effort.
What People Are Saying
"Just the case studies alone made the conference worth it."
"Presents the topic in a comprehensive way-from big picture to nuts and bolts. Case studies are very informative."
"This conference was very informative and useful, even with the knowledge that I already have. I thought the speaker chose good real world examples that allowed me to see how others have utilized the ideas that he was talking about."
"I found the webinar very helpful, particularly the parts about formatting your press releases or message for the web. It was helpful having side-by-side examples of what works and what works better."
Program Agenda:
Thursday, April 29, 2010
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| 1:00 - 2:45 p.m. EDT |
- 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
- Responding to the current economic times
- Effectively branded campaign case studies
- The University of Miami
- University of Wisconsin, Milwaukee
- Grand Valley State University
- Trinity University
- 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.
Registration Information:
Questions
Call us at 720.488.6800 to help determine if this event is right for you.
Logging In to the Web Conference
After registration, each registrant will receive a confirmation of payment or an invoice, depending on method of payment. Each registrant will also receive an email with appropriate login information and more information regarding the event a few days prior to the start of the event. The day of the conference, you will receive another email with the same information. To participate, you will need a computer with a high speed internet connection. You will have the option to receive audio via your computer speakers or telephone.
Web Conference Archive
Within 7-10 business days of each web conference session, all registrants will receive an email with instructions on how to watch an online recording of the event. Access to this recording is included in the price of a single site connection. You will have access to this recording for 60 days.
Can't Attend the Live Session(s)?
If you can't attend the live session, but you'd still like to view the web conference, you still have options:
- Order a CD Recording of the event, which will be delivered to you along with a bound copy of the presentation materials. The CD will be shipped within 5 business days of the session date. For customers in the United States and Canada, shipping is included. Orders placed outside of the United States and Canada will be charged an additional $35.
- Choose the On Demand Download option, which will provide you with 90-day access to an online recording of the event. You will receive this archive link via email within a few days of the web conference.
Technical Information
- For detailed technical information on the requirements necessary to ensure a smooth session, please read about the system requirements.
- It is important to test your ability to connect to an Academic Impressions web conference. Test your system now
- For additional logistical considerations (including web conference interactivity and audio considerations), please download our web conference instructions (pdf).
Registration
For instant registration, call 720.488.6800 or scroll down and register online.
Make the most of the presentation: invite your whole team to participate from a single location at no additional cost.
CFRE Continuing Education Credits
Most Academic Impressions fundraising-related events are applicable for continuing education credits toward the CFRE International application for initial certification and/or recertification. This program is currently being considered for approval.
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