Branding Your Capital Campaign

May 22, 2012 - 1:00 to 2:45 pm EDT

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Overview

Creating a compelling capital campaign brand takes detailed planning and skilled timing.

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:

Recognizing 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

Campaign directors, advancement executives, development and marketing managers, and design professionals charged with launching a campaign will learn practical branding insight to improve their efforts.

EXPAND YOUR TRAINING LIBRARY

Did you know that CD recordings are 50% off when purchased along with the live webcast connection? Visit the registration tab for details.

CFRE CONTINUING EDUCATION CREDITS

This webcast has been approved for continuing education credits toward the CFRE International application for initial certification and/or recertification.

Agenda

Learning Outcome:

After participating in this webcast, you will be able to start developing a campaign identity that captures your institution’s character and links to your campaign’s goals.

Tuesday, May 22, 2012

1:00 - 2:45 p.m. EDT

Setting the scene: The economic recovery and its impact on campaign branding
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
- Conducting an alternative internal gap analysis process
Effectively branded campaign case studies

Want more information about this event?

Contact Jason J. Shuba, Senior Conference Director if you'd like additional information about the program agenda.

Instructors

Robert Moore

President and CEO

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, a leading contributor to industry periodicals including CASE Currents and AGB Trusteeship, and manager of the nation’s only survey of marketing practices in higher education.

Sara Stern

Executive Vice President, Creative Services

Lipman Hearne

Sara brings more than 20 years of expertise in managing the complex demands of large-scale integrated marketing and branding programs. She arrived at LH from Rush University Medical Center, where she was associate vice president for marketing communications, responsible for consumer marketing including branding, advertising, public relations, employee communications, and web strategies. Prior to Rush, Sara led co-marketing efforts with the pharmaceutical industry, created public education campaigns, and developed a transactional website as vice president for communications at the national Alzheimer’s Association. She has lectured on integrated marketing communication for The Forum for Healthcare Strategists, the Council for Advancement and Support of Education, and the Association of Fundraising Professionals.

Registration

Best Value

Purchase the webcast and CD recording together and receive the CD for half price.

$600.00

Live Webcast Connection + CD Recording for Branding Your Capital Campaign

Attendee Information

Please provide your information.

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Live Webcast Connection

With a single site connection you can invite as many people as you like to watch and listen to the webcast from the same computer. You’ll also receive an electronic link to the presentation materials and handouts as well as additional resources referenced during the live event. Following the webcast you’ll receive an email that contains a link to the recorded webcast (link active for 60 days). Additional site connections are also available for $195.

$425.00

Branding Your Capital Campaign

Attendee Information

Please provide your information.

State/Province *

Country *

Additional Attendees:		Order
	First Name Last Name Job Title Email	Weight for row 1
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CD Recording of Live Webcast

We record the audio and visual portion of all live webcast events and make them available in two forms; as a CD or as an electronic download. CD recordings are mailed with a bound copy of the presentation materials and handouts approximately 10 business days following the live webcast date.

Save 50% when you purchase a recording in conjunction with a live event connection!

$350.00

Branding Your Capital Campaign recording

Attendee Information

Please provide your information.

State/Province *

Country *

Additional Attendees:		Order
	First Name Last Name Job Title Email	Weight for row 1
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On-Demand Download of Live Webcast (180 day license)

We record the audio and visual portion of all live webcast events and make them available in two forms; as a CD or as an electronic download. On-demand downloads are available through an internet link sent via email approximately 10 business days following the live webcast date (links are active for 180 days).

Save 50% when you purchase an on-demand download in conjunction with a live event connection!

$350.00

Branding Your Capital Campaign On-Demand Download

Attendee Information

Please provide your information.

State/Province *

Country *

Additional Attendees:		Order
	First Name Last Name Job Title Email	Weight for row 1
	First Name Last Name Job Title Email	Weight for row 2
	First Name Last Name Job Title Email	Weight for row 3
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Refunds will be issued only if cancellations are received in writing by March 16, 2012. A $75.00 processing fee will be assessed. After March 16, 2012 a credit (less $75.00 processing fee) will be issued. The credit will be valid for 12 months and can be used toward any future conferences, web conferences, audio proceedings, or web conference archives. In case this event is cancelled, Academic Impressions' liability is limited to a refund of this registration fee only.

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What Others are Saying

“

I found this webcast to offer a solid base of information to plan and organize a capital campaign, especially as it relates to institutional branding and community engagement.

”

Bill Durnford

Associate Director, Advancement and Alumni Relations, Sault College

“

For a very economical price and from the comfort of my own office, I received 90 focused minutes from the CEO of a top marketing firm. It was a true bargain and substantively moved me forward in my thinking about our campaign.

”

Robert Pallone

Vice President for Advancement, Franklin College (Switzerland)

Participating is easy!

All you need is a computer with a high-speed Internet connection to watch the presentation

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Branding Your Capital Campaign

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WHO SHOULD ATTEND

EXPAND YOUR TRAINING LIBRARY

CFRE CONTINUING EDUCATION CREDITS

Tuesday, May 22, 2012

Want more information about this event?

Robert Moore

Sara Stern

Best Value

Live Webcast Connection + CD Recording for Branding Your Capital Campaign

Live Webcast Connection

Branding Your Capital Campaign

CD Recording of Live Webcast

Branding Your Capital Campaign recording

On-Demand Download of Live Webcast (180 day license)

Branding Your Capital Campaign On-Demand Download

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What Others are Saying

Bill Durnford

Robert Pallone

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