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Do They Know Your Brand?

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Upward Bound

on 29 July 2015

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Transcript of Do They Know Your Brand?

Do They Know Your Brand?

Best Practices for Using Technology within TRiO Programs.
Building a Brand with Students to Increase Communication and Engagement
Ellen Houston, Upward Bound Programs Director
Jennifer Lau Sims, Upward Bound Counselor

Millennials
How many of you sleep with your cell phone?
83% of Millenials reported sleeping with their cell phone right next to their bed
BRANDING PRINCIPLES
Postcards
Pop-Ups
Signage
Social Media 101
Email
Mail Chimp
Social Media
Each Social Network is unique in its own way, with its own personality and set of best practice
Basic Social Media Terms
Web 2.0
The next generation of the web that now allows people to blog and create websites without needing specialized technical knowledge or training.
Blog
A site updated frequently by an individual or group to share opinions or information. Basically and online journal centered around a person or topic.
Trending
A word, phrase or topic that is popular at a given moment.
Traffic
The number of visitors that visit a particular website.
Viral
Viral activity is the dream of all marketers
Web, video or image content which gains widespread popularity through the process of internet sharing.
Go viral
Viral content is decided by the viewer, not the creator
Viral transactions occur when information is constantly being spread. When there is constant chatter on and off the web.
Millennials
Born between 1981-2000
93% are avid internet users
Known for having multiple social media accounts
Low immediate recall rates and low delayed recall rates for brands
i.e. twitter, FB, Instagram and they use them simultaneously
Make your brand stand out
Elusive target to reach
Steve, Parker. "The Millennial Generation: How to Effectively Target This Preoccupied Audience." Asking Smarter Questions . Leveling . Web. 24 Feb 2014.
PewResearchCenter
why is this important to TRiO Programs?
Mind share battle
We need students to pay attention to us in order to recruit and successfully operate our programs

Single most powerful influence to buy-in or participation is someone else’s advocacy
Our students are Millennials, and we have to know how to reach our audience!
What is a brand
Your brand is your
promise

It tells them
what to expect

from your services
Your brand is derived from
who you are
, who you want to be and who people perceive you to be
Your brand should be
based

on
who your
target customers
defining your brand
Get a great logo.
Your foundation is a good logo.
Place it
everywhere.
Write down your brand messaging.
What are the key messages you want to communicate about your brand? Every employee should be aware of your brand attributes.
Integrate your brand.
Branding extends to every aspect of your program.
Create a "voice" for your company that reflects your brand.
Is your brand friendly? Professional? Ritzy? Formal?
You get the gist.
Develop a tagline.
Be memorable, meaningful and concise.
Design templates and create brand standards for your marketing materials.
Use the same color scheme, logo placement, look and feel throughout.
Be true to your brand.

Deliver your promise.
Be consistent
. If you can't do this, your attempts at establishing a brand
will fail.
Social media and websites are a window into your program
http://www.entrepreneur.com/article/77408#ixzz2uMciTIR2

Brand Your Email Signature
Set-up up list serves by grant and grade
Utilize your institution’s Mailing List Services
Keep your lists updated!

Email marketing service provider
Best way to send mass emails
Segmented by group
Track your performance rates
Basic service is FREE
Social Media is critical when reaching Millennials
Increases
brand awareness
Gives your brand an organic,
human feel
Allows you to tune in to
what’s being said about your brand
Facilitates
word-of-mouth
marketing
Gives you a
medium
through which
to communicate
with your students and potential students
Increases student
loyalty
and
pride
What is Social Media Marketing, and How Can It Help My Business? AudienceBloom.com (2012)
Builds student
trust
Allows students to
share their own experiences
Top 7 Social Media Trends in 2014
1.
Investment in social media
will become a necessity
2.
Google +
will become a major factor
3.
Image-centric networks
will see huge success
4. We will witness the rise of
Micro-video

5.
Foursquare
will decline sharply
6.
MySpace
will grow
7.
LinkedIn
will become a major player for business growth
Applications

Remind 101
Mass text services
Text to groups or select individuals
140 characters
Schedule messages
Videos
Poll Everywhere
Formstack
Secure online forms
https://www.formstack.com/forms/?1663185-E1958RtBqZ
All Forms
Fliers
Backdrop
Swag
Websites
Social Media
Live audience participation poll
We also need our institutions and lawmakers to pay attention to us
Using technology in trio
Vocab
Acknowledge that you enjoy, agree otherwise want to recognize a piece of content that has been posted on facebook
This is your personal account where you connect with friends and family members
Profile
Created for a business so that they can connect with clients and customers
Page
An image meant to represent you on your facebook
Profile picture &
cover photo
Content created on facebook and added to a feed. It can be anything from text, to links, to photos, to calendar events
Post
"Blog"

is an abbreviated version of
"weblog"
Websites that maintain an
ongoing chronicle of information
Features
diary-type commentary
Range
from the personal to the political
Can focus on one

narrow subject

or a
whole range

of subjects
Most have a method to allow
visitors to leave comments
To gain readership, you need to

post often
Pick a
platform

and get started
Tumblr
Blogger
WordPress

Link it

to your other social media and online sites

Blog
http://upwardboundnevada.wordpress.com/
Allows you to
schedule
your social media

hootsuite
vocab
following
followers
@username
#hashtag
People who are subscribing to you
People you are subscribing to
Micro Blog: Limited to 140 characters
Successful tweeple post 15-25 times per day
People that have made comments towards you
An @reply is any update posted by clicking the Reply button on a Tweet.

Used before a
relevant keyword
or
phrase
(no spaces)
Possible Hashtags:
#trioworks #trionation #iamfirst
#upwardboundnv #collegeprep #smartstudents
Popular Hashtags #2014:

#selfie #celfie #TBT #friends #food
#Followus
Recruitment
Backdrop
Tweegram
Overgram
Instaquote
Spanish Springs High School seniors working on scholarships in the Career Center
#cougarpride #upwardboundnevada #trioworks
#latepost UB Students on their college tour of UC Santa Cruz. #upwardboundnevada #wemakecollegepreplookeasy #ucsantacruz
Twitter:

facebook:

Instagram:

YouTube:

Pinterest:

upwardboundnv
Upward Bound Programs - University of Nevada, Reno
upwardbound1
upwardboundnv
Picstitch
Piccollage
The shelf life of a regular tweet is short
Social Media is
more than
a network for
engaging in the conversation
, it is a way to
create a positive brand image
Test the waters
on social media channels
Visually
share, curate,
and
discover
new interests by "pinning" images to pinboards.
Visual emphasis
Discover
interests
and
like-minded
people
Lifestyle
Search bars, usernames and
handles
Use
analytic
insight
Unwritten Rules
1. Post everyday: Amount depends on channel
I.e. Facebook 3-5 times, Twitter 5-25 times
2. Focus on Engagement: Develop a richer and deeper relationship
Connect and get responses, ask questions, post helpful tips, link articles
3. Have a call to action:Have people click, like, comment or follow
4. Don't oversell or undersell
80/20 Rule: content/connection posts vs. sales messages
5. Make it FUN: Let your hair down
Remember these are social communities -entertain
These rules are a
good place to start
, but watch what works best for you and your team.
There is
no "right" way
.
Create a
content calendar
Constantly changing, adding features, growing!
Get active!
Videos
Office signage
Upward Bound Nevada
Clicking on a hashtagged word in any message shows you all
other Tweets
marked with that
keyword
Hashtags can occur anywhere in the Tweet – at the
beginning, middle, or end
Hashtagged words that become very popular are often
Trending Topics
Ingregrate
them into a marketing campaign
If you see a
trending hashtag
that is relevant to your tweet, include it in your updates
When
hosting an event
, create a hashtag so that users can chime in
Photogrid
Twitter and Facebook feeds in
one convenient location


Enables you to
quickly retweet
information from other sources
Provides the opportunity to
view analytics

on your social media accounts to who see is actively engaging your sites
#socialmedia
Full transcript