Promise. Identity. Intention.
“I got a tremendous amount of value out of this two-day seminar with Neill. Not only is it rare that you find someone who has recent expertise in the Arts and branding the Arts but he’s also a very generous provider of information. He has incredibly in-depth case studies and I have a tremendous amount of learning that I’m anxious to take back to my organization.”
RACHEL HILTON, MARKETING & SPONSORSHIP DIRECTOR, STRATFORD FESTIVAL OF CANADA
WHY IS BRANDING POWERFUL ?
Branding principles work because they harness human nature. People no longer make purchases primarily to meet needs, but because of what the brand says about them—how it reflects on their taste and sensibility in addition to the experience offered. Brands transcend the products they represent in both real and perceived value. People buy the brand, and not the product. These principles hold true in the nonprofit world, too. Sales, sponsorships, and contributions are all driven by brand awareness and brand image. Savvy nonprofits are making use of branding principles to advance their performance.
LEARN WHY:
• Savvy marketing professionals are building brands to build customer bases.
• Organizations must occasionally revitalize and refresh their image.
• A focused brand strategy will boost your fundraising success.
• Your assumptions about your customers may be hindering sales revenues.
• Brand strategists have turned word-of-mouth into a controllable advertising medium.
• The smaller your budget is, the bigger your brand must be.
WHAT WILL I LEARN IN THE SEMINAR ?
In the Branding Strategies Seminar, you will discover and explore:
• What Branding is and Why it Works
• How and When to Refresh a Brand
• Creative Strategy Assessment Techniques
• The Latest Trends in Consumer Behavior
• Visual Branding Language
• How to Develop a Brand Architecture
• Key Messaging Strategy
• How to Create and Operationalize Organizational Ownership of the Brand
• The Brand Development Process
DETAILED CASE STUDIES FOR DISCUSSION
The Branding Strategies Seminar focuses on two in-depth, step-by-step case studies in two separate categories. Cases will be selected based on the convenor’s preference. (We have case studies in technology, communications, manufacturing, theatre, performing arts, entertainment, and museum categories. Case studies detail inputs, steps, processes, benchmarking techniques, training and orientation processes, and key success variables that will help you understand how to make branding work in your organization.
“Branding Strategies” was one of my seminal professional development experiences.The two-day session showed our organization how to change what we were doing wrong and better yet, it brought into focus how to better do what we were already doing right! Neill Archer Roan gave us the tools we needed to capitalize on our brands and sub-brands — our role in the community, our reputation, and what people think of us. Bottom line is that after Neill’s seminar, our business has gone up because we now better know who and what we are (and need to be) and how to communicate it more effectively as an organization.”
KEN COULTER, OAKVILLE PERFORMING ARTS CENTRE, OAKVILLE, ONTARIO, CANADA
MARKETING SUPPORT FOR SEMINAR PRESENTERS
Our seminars almost always sell out - and at substantial tuition fees. Our references will happily confirm this fact to you. Aside from our reputation for excellence, we help our clients market the seminars.
If your organization offers professional development workshops and seminars, it is important that you have support in managing the evidence of high quality, professional presentation, and superb organization. That's why we have prepared four color seminar marketing and enrollment materials for your use. We will have them designed with your organization's name and identity prior to printing. We can have our on-demand printer produce them for you or we will make a print-optimized PDF available to your printer.