Tag Archives: marketing

Marketing of Nonprofits

Many organizations often have complicated marketing messages. They need to state the need they meet, how the public and government can help, and build relationships with donors. This is especially true with nonprofit organizations where the messages can be replete with complex jargon and hard-to-understand programs.

Nonprofit organizations need to provide clear explanation of goals and convince people to support its causes. Many nonprofit organizations have a difficult time competing – after all, there are no bad causes, only causes that either resonate – or not – with prospective donors.

The Colon Cancer Alliance is one of these types of organizations, and they eventually turned to marketing professionals for help in recrafting messages and marketing programs. One of the campaigns that they used during Shark Week called out the fact that while sharks attack only 16 people per year, more than 130,000 people each year are diagnosed with colon cancer!

Even words such as “disabled” or “disability” or “disease” can cause confusion and concern. These are broad phrases that can be applied to virtually any illness. Be specific in the messages, audiences, and treatments. After all, even nonprofits have competitors.

What causes motivate you?

Group Activities and Discussion Questions:

  1. Divide students into teams.
  2. Have each team select a different nonprofit organization to examine.
  3. Review and revise the message and vision of the nonprofit.
  4. Develop a marketing program for it that is creative and catchy.
  5. Have students vote on the most effective campaign.
  6. How should it be deployed?

Source:  New York Times

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Logos with Meaning

Logos and branding surround us. Without even realizing it, consumers see an estimated 5,000 to 10,000 ads per day. Yes, that sounds like a lot, but start counting how many ads you see and hear starting when the alarm clock goes off – bet you get tired of counting by time you get to breakfast!

Logos are a big part of how brands penetrate the consciousness of consumers. A strong logo should be simple, singular, recognizable, and represent the brand attributes. Many logos have deeply rooted meanings that portray the brand’s history and values. Consider the following examples:

  • Beats by Dre: Represents a human head wearing earphones.
  • Amazon: A yellow line links A to Z.
  • Tour de France: A cyclist as the letter R, and the yellow wheel representing racing during the day.
  • BMW: The colors of the Bavarian flag are in the logo.
  • Tostitos: See the people represented by the middle Ts share a bowl of salsa.

How many different logos do you see right now?

Group Activities and Discussion Questions:

  1. Poll students – how many logos do they see in a day?
  2. Now, have each student count the number of logos that they are carting around today. Include backpacks, clothing, electronics, etc. Add the number from each student and see how big the count is at.
  3. Discuss the importance of logos in branding efforts.
  4. Do a Web search for articles that discuss logos. One such article: https://designschool.canva.com/blog/hidden-meanings-behind-50-worlds-recognizable-logos/
  5. Divide students into teams. Have each team design a new logo for a product of their choice.
  6. Debrief by having each team show its logo. Have a class vote on a favorite.

Source:  CBS News, New York Times, other news sources

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2017 Corporate Reputation Survey

Reputation and brand management are extremely important to companies. Managing a corporation’s reputation is an increasingly fraught task in today’s divisive political and business climates. A company’s values and mission play a large role in its reputation among consumers.

A recently released Harris Poll report analyzes the “Reputation of America’s 100 Most Visible Companies.” The poll measures a company’s reputation based on the perception of 23,000 Americans. Six categories are used: Social Responsibility, Emotional Appeal, Product and Service, Vision and Leadership, Financial Performance, and Workplace Environment. The Reputation Quotient (RQ) for this year has 17 of the 100 most visible companies earning an “excellent reputation” and 34 companies received “very good.”

The top 10 highest-ranking companies are:

  1. Amazon
  2. Wegmans
  3. Publix
  4. Johnson & Johnson
  5. Apple
  6. UPS
  7. Walt Disney
  8. Google
  9. Tesla
  10. 3M Company

According to the study, the biggest risks are intentional wrongdoing or illegal actions, lying or misinterpreting the facts about a product, and intentional misuse of financial information for financial gain.

Big losers this year included a significant drop for Wells Fargo by 20 points, and the lowest ranking company is air bag manufacturer Takata.

What companies do you admire (or not)?

Group Activities and Discussion Questions:

  1. Discuss the importance of corporate reputation in marketing and branding.
  2. Poll students: Which companies do they thing would be ranked as high, and which as low?
  3. View and discuss the Harris Poll report: http://www.theharrispoll.com/reputation-quotient/
  4. Divide students into team. Have each team select a low ranked company and devise a program to help improve their reputation.
  5. Or, have students analyze why the top companies were ranked at those levels.

Source:  Harris Poll

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