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Similar a Team meeting brand presentation
Similar a Team meeting brand presentation (20)
Team meeting brand presentation
- 2. Brand • The Vision • The Mission Personality/Brand • The Values & Beliefs
- 3. What do we mean by brand? (It is not about the logo!) How people FEEL about you. What they SAY about you. PERSONALITY & PERCEPTION Ultimately – it is about TRUST
- 4. Short. Simple. Bold. Bright. Human. http://www.parkinsons.org.uk/pdf/Strategy20102014.pdf
- 5. Our work may be niche – but our impact is broad and relevant We have social, economic and environmental impact We support communities across the UK We meet unmet need All communities would benefit from support in built environment, enterprise, employment, education, creativity
- 6. Some Inspirational Facts! The National Trust has 50,000 active volunteers & 5 million members. People care about British heritage. Restoration& Britain’s Hidden Heritage together has more viewers than Eastenders. People care about buildings being saved and restored. Countryfile is the second most popular BBC programme (after Strictly) People care about the British landscape
- 7. Some More Inspirational Facts! Over 75% of people surveyed by The Guardian said they wanted to support a charity that helped people in the UK only Over 80% wanted to support a charity making a difference on the ground (as opposed to campaigning or research nonprofit)
- 8. Profile Raising & Brand Building We can have widespread appeal Need to be careful about language and key messages SIMPLICITY CONSISTENCY
- 9. Importance of Language HLF/EH/Local authorities/Developers/Clarence House/Interest groups But what about the public?
- 10. Targeting message for audience Broadford Works contains the oldest iron-framed mill in Scotland and the fourth oldest in the world. Broadford Works was once the home of Aberdeen’s booming textile industry, employing hundreds of local people. Now, the site sits derelict and vandalised – a stark reminder of the region’s industrial decline.
- 11. We strengthen communities by rescuing and reusing historic buildings that are at risk of being lost forever. Placing British heritage at the heart of economic growth is not only possible – it is the most sustainable approach to regeneration.
- 12. LOOK & FEEL We need to create a ‘super graphic’ (e.g. design template) Logo Colour Typography Photography Illustrations Graphics Quotes
- 16. Digital • Website • Multimedia Digital Presence • Social Media
- 18. Digital From ‘Managing Without Profit’, by Mike Hudson, Directory of Social Change, London 2009
- 19. Voluntary Management Committee / Board of Directors Chair Treasurer Secretary Other Members
- 20. User Generated Content Term used for when online platforms are created by users themselves Facebook. Twitter. Flickr. YouTube. Everyone is doing it – from local museums to the Tate to Obama. Need to encourage people to participate, send in images, memories, stories. http://pinterest.com/nationaltrust/our-fave- pics-of-national-trust-places-taken-by-yo/
- 21. Digital Fundraising Crowd Funding Started with Kickstarter http://www.kickstarter.com/projects/162717283 5/an-oven-at-the-heart-of-anfield
- 22. Digital Fundraising Space Hive – same idea especially for public space and civic projects http://spacehive.com/stockwellurbanoasis http://spacehive.com/whitakerparkpicnicarea http://spacehive.com/aftertheriotshappinessinto ttenham http://spacehive.com/loopdeloop
- 23. Multimedia • Does not have to cost huge amount • Do not go corporate • Work with local groups, schools and colleges • Pro bono • Personal and inclusive • Make it easy to share and interactive • Examples – Middleport. Grimsby. Armagh.
- 24. Multimedia http://www.guardian.co.uk/uk/ 2013/jan/14/prince-charles- trust-stoke-pottery http://vimeo.com/37594703
Notas del editor
- Voluntary committee can have many different titles: Board of Directors – if organisation has company status OR Trustees if it is a Trust
- It is about how people see you. What they say about you. What they are buying into. The logo, website, key wording, design etc needs to all stem from a strategic overlook at how we want to be presented. We have so many strings to our bow – from supporting industry and enterprise, to creativity, to employment and of course the buildings themselves. But what audiences do we want our work to appeal to? Do we want to be public facing and if so, what do we need to do to create a public facing brand as we do not have one right now. I have heard a lot of talk about it being niche etc but really if our work is about communities etc – then our impact is definitely NOT NICHE. You may say – well Penny – why do need a discussion about brand? Surely it is up to me to improve it and build it. But no – this is not something that can be done successfully in isolation – for it be successful we need everyone to understand the our key messages, our personality, our mission, vision and our drivers. We talk to Level 1s about our vision statement but do we all have a vision statement we are working towards and is that communicated throughout the charity? And also a successful brand is not simply about people agreeing to put the same key messages or agreeing to a press statement – it is our our conduct and our drivers throughout our work. If our mission and vision is about strengthening communities through the rescue of historic sites – then we must be aware of strengthening those communities at every stage and that means a strategic look and understanding at each community we seek to support. It is a real challenge to do this across the board, but cannot assume communities will take an interest or be aware of the impact. All our projects do not have economic, social, and environmental local impact but is this being communicated and understood by local people. What brand does each project have and how does our brand fit into theirs? It is time consuming and challenging. Middleport. Brand statements don ’ t need to be fancy
- It is about how people see you. What they say about you. What they are buying into. The logo, website, key wording, design etc needs to all stem from a strategic overlook at how we want to be presented. We have so many strings to our bow – from supporting industry and enterprise, to creativity, to employment and of course the buildings themselves. But what audiences do we want our work to appeal to? Do we want to be public facing and if so, what do we need to do to create a public facing brand as we do not have one right now. I have heard a lot of talk about it being niche etc but really if our work is about communities etc – then our impact is definitely NOT NICHE. You may say – well Penny – why do need a discussion about brand? Surely it is up to me to improve it and build it. But no – this is not something that can be done successfully in isolation – for it be successful we need everyone to understand the our key messages, our personality, our mission, vision and our drivers. We talk to Level 1s about our vision statement but do we all have a vision statement we are working towards and is that communicated throughout the charity? And also a successful brand is not simply about people agreeing to put the same key messages or agreeing to a press statement – it is our our conduct and our drivers throughout our work. If our mission and vision is about strengthening communities through the rescue of historic sites – then we must be aware of strengthening those communities at every stage and that means a strategic look and understanding at each community we seek to support. It is a real challenge to do this across the board, but cannot assume communities will take an interest or be aware of the impact. All our projects do not have economic, social, and environmental local impact but is this being communicated and understood by local people. What brand does each project have and how does our brand fit into theirs? It is time consuming and challenging. Middleport. Brand statements don ’ t need to be fancy
- Take a minute to look at the list of those who benefit from the questions from our last away day.
- These are some key facts to show people care about the built environment and the British landscape
- OUT TIME IS NOW – facing triple dip recession? Lack of industry. Lack of business. Employment. Education. Skepticism re: government policy. Skepticism that the other side have the anwers. Royal popularity.
- Need one mission. What problem are we trying to solve? Why are we best placed to solve it? Why do we BELIEVE in it. I give money to Oxfam not because I have a comprehensive understanding of the socioeconomic problems that cause global poverty and not because I understand their fundraising or financial structuring. But because I believe global poverty is wrong, I think we can do better, I think we have a moral duty to try and do better and I believe the Oxfam are well positioned to fix the problem. This does not undermine the complexity of their organisation but as a member of the public – I do not necessarily need to know it all to believe it in all Consistency – when the brand guidelines are issued, need to speak up if you do not agree with something or want to discuss something. I do not believe that this should be a small section of the charity deciding our brand/key messages – it must be collaborative BUT – do not just go on using the same language. And remember – meetings, phone conversations, talking to local groups and stakeholders. This is not just about marketing platforms.
- You are all very used to speaking to these key audiences. You have individual contacts, relationships, partnerships with you know and nurture. However – the language that is being used for the HLF (public funders needing to be v. careful and detailed about how public money is being spent) – those with the time to really get to know the organisation. But what about the public – taxi driver and fish finger examples
- Grimsby taxi driver example. Fish finger boy.
- What does the person say about PRT at a dinner party? If they have just given us a £100 and they are telling their friend – what language are they going to use. Are they going to take about a charity that capacity builds by up skilling BPTs in order to deliver heritage-led regeneration OR are they going to talk about a charity that strengthens local community pride, creates education and employment opportunities, rescues historic buildings in state of disrepair etc. If we are consumer facing – we need to talk in everyday language. This is not to undermine the complexity of what we are dealing with – clearly if we talking to stakeholders etc – use language they understand (e.g. HLF – learning, not education) Oxfam ’ s work is fairly complicated and they will have policy professionals with a proper understanding of the socioeconomic elements that cause world poverty. But do I have that as an informal donor to the charity – no, I believe in it is vision and I trust it to use my money well. I do not need to know any more than this. The information must be available but the brand must be simple.
- You will find our suggested key messages – you do not have to go into all the detail every time – and you do not have to use it all. But instead really think about who is going to see the document, think about who is listening to the presentation, who are you trying to persuade. A potential private donor is a different kettle of fish to your HLF monitor who is a different kettle of fish to the headteacher of the local school. But one thing is true for all of them – you need them to believe in the project beyond its facts. The fact that is the oldest iron framed mill in Scotland or the fact that is an innovative funding structure may be of real interest to special groups but those facts alone will not make anyone believe in the projects importance. Viability is not the only thing we need to communicate. The fact that people should care at all.
- You will find our suggested key messages – you do not have to go into all the detail every time – and you do not have to use it all. But instead really think about who is going to see the document, think about who is listening to the presentation, who are you trying to persuade. A potential private donor is a different kettle of fish to your HLF monitor who is a different kettle of fish to the headteacher of the local school. But one thing is true for all of them – you need them to believe in the project beyond its facts. The fact that is the oldest iron framed mill in Scotland or the fact that is an innovative funding structure may be of real interest to special groups but those facts alone will not make anyone believe in the projects importance. Viability is not the only thing we need to communicate. The fact that people should care at all.
- Just a few of the prince ’ s charities to have a look at. Interesting questions about HRH ’ s place in the brand and strategy. Prince ’ s Trust website for example – I cannot find a single photo of the Prince. He is not mentioned anywhere in their key messages.
- Get peoples creative juices going. Just looking at how we can modernise logo and make it cleaner and more user friendly without chaning
- FACEBOOK has 30m plus users in the UK. That is almost 50%. Twitter has 12m. Facebook has 1billion users worldwide. This is not a fad. Or for teenagers It is here to say. And many of these users have money, support, time for the causes we are working on. It is about conversations – sharing ideas, having discussions and profile raising. Valentines Day example. May be that you want to set it up just to find out more – e.g free conferences, (Hayley and me), workshops, funding opportunities, local and industry news. I manage PRT ’ s social media profiles but it would be brilliant to see some more engagement as it is so key to success. Have a look at it. All projects should be on it. If people need to find out about anything they google it – and the messages that come up could be key to gaining that donor, volunteer. One key area is corporate partnerships – 92% of corporates said that they first thing they consider when looking at nonprofit-corporate partnership is brand and profile. Are they messages getting out there. Not having a strong social media profile or not engaging with supporters will put corporate sponsors off. Companies spend millions trying to make their dull products engaging online for people to want to talk about them. We have it easy. The topics and issues we deal on a daily basis and interesting at local, national and international level. We have potential to reach huge audiences and need to take full advantage of this. Any interest or support in this area – do let me know and I can talk you through it.