Marketing & Branding for Show Me
the Money Day 2016
Presented by:
Lisa Assenmacher
Communications & Training Specialist
CEDAM
lisa@cedam.info
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What does branding mean?
Why is it important for SMTMD?
What is marketing?
Marketing planning
I. Audience identification
II. Strategies
III. Message definition – Group input
Branding
The marketing practice that articulates a set of
values, goals and promises that identifies and
differentiates a group or product from others.
It is a promise that you make to your clients and the
community
Source: Branding for Nonprofit
Consistent, strong branding:
• Looks professional and organized
• Gives you a visual presence
• Expresses values and personality
• Identifies you with your niche
• Helps build a reputation
• Grows your audience
• Will eventually save you advertising money
because your name becomes recognizable
Show Me the Money Day Brand
2016
• The convergence of different organizations:
• What do you all have in common?
• How can we work together to create a
campaign that helps us all?
What You Get
• Graphic Design Assistance from CEDAM
– Marketing materials in email and print format
– Individualized event themes
• Define and articulate unified messages we are all
comfortable with
• Customized messages, tweets, tips, a press
release and guidance
• Marketing plan and support
Marketing:
The action taken to promote your
business or product.
Marketing Plan:
The blueprint that outlines
how you plan to do it.
Define Your Audiences:
• Public – The people you want to attend your
event
• Media – The people who will help share the
message of your event
• Sponsors – The people who will help pay for
the event
Messaging: General Public
• What it is and why it should be trusted
• What’s in it for them?
– Tell them clearly, consistently and often
What are the important values and key messages
you want to get across?
Strategic Placement: Community
• Go where your audience is
In person and posting promotional items:
Neighborhood/Community Meetings, Libraries, City
Hall, State Departments (like DHS), community centers,
bus stops, Schools, child care centers, restaurants,
coffee shops and city centers…
• Make yourself easy to find – include event info,
contacts, website, etc.
What materials do you want/need?
Strategic Placement: Electronic
• Electronic reminders – Emails, newsletters
– Send them to partners and general contact list
• Partners: Organizations with similar interests, universities, municipalities and other
groups that have email lists with a potentially interested audience.
– Ask them to help spread the word
• Email Signature
• Cross promote for other SMTMD events
• Refer to the website
Strategic Placement: Social Media
• Share engaging and visual content
• Give attention to sponsors and other
organizing partners
– Hash tags, facebook tags, photos and other callout information will help expand your reach
• Give attention to other SMTMD events across
Michigan
What strategies have worked for you?
Where are your challenges?
Messaging: Media
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Information about the event
Mention that it is statewide
Define the purpose
Personal stories and statistics
• Action item  Share stories from your communities
for the website
What stories, data, and messages are important for you?
Strategic Placement
• Send press releases to email and twitter
• Direct them to the website
• Ensure they have your contact information
and website
If you choose to create more…
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SMTMD Logo – on all items
Website
Contact information
Messaging, style and tone consistent with
brand
Both marketing and branding is
only effective when everybody is
on board believes in, and shares
the same message consistently.