Karen Nemeth. Ed.M.
Fran Simon, M.Ed.
Engaging early childhood decision makers How companies, consultants, and leaders can use Personal Branding strategies
NAEYC Annual Conference November, 2015
Fran Simon, M.Ed. Engagement Strategies Early Childhood Inves;ga;ons
Karen Nemeth, Ed.M. Language Castle
Us
SETTING THE STAGE 1Sec;on
You
q Independent consultant, author q Organiza;on/company staff member
q Other
You are here because…
You want to engage early childhood decision makers so
you can…?
Do you worry ?
Branding is so
commercial!
Personal branding is
like bragging!
Don’t worry!
The an;dotes to crass commercialism
It’s as much about listening and responding as it is about presenHng
yourself. 8
Branding? Engaging? 2Sec;on
Branding is……
Branding is the encapsula;on of a company’s mission statement, objec;ves, and corporate soul as expressed through the corporate voice and aesthe;c. Margie Clayman
A brand is the emo;onal rela;onship between the consumer and the product, you must engage with consumers and build posi;ve brand associa;ons. The deeper the rela;onship, the more brand equity exists. Neil Feinstein – True North A brand is the set of expecta;ons, memories, stories and rela;onships that, taken together, account for a consumer’s decision to choose one product or service over another. Seth Godin – Author of Linchpin
30 Branding DefiniHons By Heidi Cohen
Ac;onable Marke;ng Guide hYp://heidicohen.com/30-‐branding-‐defini;ons/
Word of Mouth
That trainer from last week’s session really says what she knows and does what she says. Hire her!
“Earned” raves are more valuable than any other inten;onal strategy you can deploy. Now, how do brands earn raves?
WOW them with WOM!
-‐Ravtopia Word of Mouth Toolkit
OrganizaHons are mosaics of the people who work for them-‐
internally and externally.
Personal brands are How people perceive you
Do others see a true reflec;on of you?
Judy Jablon clearly ar;culates what she represents and what specific exper;se she possesses.
She authorita;vely expresses her philosophies throughout her websites, in person, and in wri;ng.
Represent what you believe:
Relevant
Sustainable -‐monigle.com
You
Personal and corporate brands must be…
Share your specific exper;se.
Three goals for demonstra;ng thought leadership
Add authen;c value and create genuine trust so your target
audience wants to connect with you and/or your organiza;on.
1
Goal
Differen;ate yourself: Make it clear what makes you or your
organiza;on unique and valuable.
2
Goal
Make yourself discoverable: It’s not enough to be good – people have to be able to find you!
3
Print Mail Ads
Email Promo blasts and content
SEO, SEM and Digital Ads
(PPC)
Webinars Free Content Wri;ng ar;cles, books, blogs
TwiYer Facebook Blog LinkedIn YouTube Online Chats Pinterest Blogs
Website
Being discoverable
Your brand as it appears to the world
hYp://is.gd/S0f3b4
Adapted from Christopher Mengel
1. What is your mission?
2. Do you have logos, website, visual materials, photographs? What else?
3. What are your products and/or services?
Ask these ques;ons to define your brand
4. What are the benefits of working with you? 5. What you stand for?
6. To whom do You offer products and services?
7. What is your voice in wri;ng and in person?
8 What makes you and your offerings special and unique?
1) Your personal mission statement 2) The benefits of working with you 3) Your unique value proposi;on
…and share with neighbors
Time to reflect… Right here, right now!
3 IDENTIFYING YOUR AUDIENCE
All Early Childhood Educators and organizaHon are not the same
Market Segments and funding streams
Pre-‐k
Child Care Head Start Blended Private
• USDOE > States • Low income families
• USHHS > Grantees >Delegate Agencies • Low income families
• Tui;on • CCDBG > States> programs • TANF>States>Subsidies • Corpora;ons • Military
Blended Private
Who is
your customer
?
What are his/her:
• challenges?
• highest priori;es?
• needs? • preferences for selec;ng
products, services, consultants?
Head Start Ad
ministrator
• Challenges? • Needs? • Requirements for adop;on?
Pre-‐K Administrator
Child Care Administrator
Know the landscape What’s going on with: • compe;tors
• collaborators
• funding
• customers
• research
• related fields
Listen to the landscape • Google alerts
• Social media
• conferences
• mee;ngs
• surveys
• journals
When you read or meet, do you think, “How does this relate to
my brand objec;ves?
Well, in addi;on to sessions, we should network, gather
“intel” about our niche and compe;tors, and make our exper;se
shine.
What should we do while we are at the
conference?
Now is the perfect ;me to get started branding yourself.
Ready to Be a Thought Leader
• hYp://amzn.to/1YbqPhO
The Start-‐up of You
• hYp://amzn.to/20U1QC4
All Marketers Tell Stories
• hYp://amzn.to/1Qosb7m
Karen Nemeth. Ed.M. [email protected] LanguageCastle.com @KarenNemethEDM
Fran S. Simon, M.Ed. [email protected] EngageStrat.com EarlyChildhoodWebinars.com @FSSimon
Ques;ons
?
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