The Power of ProStartLeveraging the ProStart Brand Prepared by Megan MeyerMarketing & Communications ManagerNational Restaurant Association Solutions
Branding 101 What is a brand? • Brand - A unique and identifiable symbol, association, name or trademark which serves to differentiate competing products or services. Both a physical and emotional trigger to create a relationship between consumers and the product/service. "A brand is the most valuable real-estate in the world, a corner of the consumer's mind.” http://www.buildingbrands.com/definitions/02_brand_definition.php
Branding 101 What is branding? • Branding is the process of building recognition for a brand through communication • Co-branding is the practice of using multiple brand names together on a single product or service. When effectively done, co-branding provides a way for companies to combine forces so that their marketing efforts work in synergy.
Branding 101 Examples of Successful Branding • Nike • The swoosh symbol and “Just Do It” are instantly associated with Nike in the consumer’s mind • When you hear Nike, what images come to mind? What feelings/thoughts do you associate with the brand? • Kleenex • Branding has become so successful that Kleenex is now synonymous with facial tissue, and other brands are even referred to as Kleenex • McDonald’s • Keeps it’s brand current and modern – I’m Lovin’ It • Starbucks • Has pioneered a new category of coffee shop, and still maintains a strong brand identity
Branding 101 Benefits of Branding • Improve communications effectiveness by using consistent messages across all channels • Develop brand loyalty among your constituents • Differentiate your program from your competitors
Branding 101 Benefits of Branding • Introduce new products or services more quickly because of the relationship and trust your constituents already feel towards your brand • Command a higher price because your brand is perceived to represent particular values that are important to the customer
Branding the ProStart Program What does the ProStart brand represent? • ProStart – Creating Tomorrow’s Foodservice Leaders • Strength in numbers – Approximately 60,000 students in 47 states, territories and districts • Proven effectiveness as a training program
Branding the ProStart Program What does the ProStart brand represent? • Mastery of the basic management and culinary skills necessary for success within the restaurant and foodservice industry • A pathway into a post-secondary education or a career in the restaurant and foodservice industry
Branding the ProStart Program What are the ProStart brand attributes? • Dedication • Knowledgeable • Responsibility • Passion • Talent • Leadership
Branding the ProStart Program Strength of the ProStart Brand • Extensive media coverage • The National ProStart Invitational and related state competitions alone garnered more than 20,570,490 impressions throughmore than 60 print, broadcast and radio clips • More than 60 colleges and universities offer articulation benefits based on the caliber of the ProStart students that have come through their programs • These articulations are captured in the NationalProStart Collegiate Passport • Employers and mentors repeatedly turn to the pool of ProStart students to fill openings in their companies
Branding the ProStart Program Why associate the ProStart brand with your program? • Adds another layer of credibility to your state/school program • NRA Solutions is recognized nationally as the leading provider of educational tools and resources for the restaurant industry • Impress school administrators and school districts • Principals and school administrators like to emphasize that they are part of a national program
Branding the ProStart Program Why employ the ProStart brand with your program? • Media are more likely to cover a local angle of a national program, such as: • Not only did our school’s team win the state competition, they are representing the entire state at the national competition • Our Educator of the Year is the top educator in the state and one of only 34 educators recognized nationally through the ProStart Educator Excellence Awards • Capitalize on the branding and industry outreach efforts of NRA Solutions • NRA Solutions has already made the financial and time investments into developing messaging and materials that can be used nationwide
Branding the ProStart Program How do state restaurant associations (SRAs) benefit? • Aids in fundraising efforts • Helps recruit new schools into the program • Promotes image of SRA as part of the big picture working for the good of the entire industry
Branding the ProStart Program How do state restaurant associations (SRAs) benefit? • Establishes SRA as not only representing needs of state, but representing a national organization at the state level • Establishes SRA as conduit to national organization • Provides access to national resources to build and promote program
Branding the ProStart Program How do individual school programs benefit? • Establishes school as a leader in providing restaurant management education for its students • Provides access to national resources to build and promote program
Branding the ProStart Program How do individual school programs benefit? • Increases opportunities for media coverage • Enables greater ease in recruiting mentors for students • Affiliates school with the national restaurant industry
Branding the ProStart Program How do students benefit? • Increases their job marketability • Articulation benefits at more than 60 colleges and universities • Makes a college education more affordable and faster to earn
Branding the ProStart Program How do students benefit? • Opportunities for field trips and competition • Feeling that they are part of something larger in scope than their individual class
Leveraging the ProStart brand Examples of State Restaurant Association Co-Branding • From the NYSRA Educational Foundation website: The year 2000 brought a partnership between NYSRA’s Educational Foundation and the National Restaurant Association’s national initiative, a School-to-Career program, called ProStart. The ProStart program operates in 47 states, in over 1,000 schools, involving approximately 55,000 students and well over 5,000 educators. In New York State the ProStart program presently operates in 55 schools, involving over 3600 students and well over 200 educators and introduces the student to a comprehensive hospitality industry program at the 11th and 12th grade level. The disciplined program includes the following components: mentoring, paid internships, promoting entrepreneurship, basic business skill development, nationally certified exams, scholarships, state and national competitions and post-secondary opportunities in the form of articulation agreements with culinary and hospitality programs throughout the U.S. with the purpose of generating qualified and capable professionals for today and the future.
Leveraging the ProStart brand Examples of State Restaurant Association Co-Branding • Products bearing both the SRA logo and the ProStart logo • Websites that incorporate ProStart and SRA information • Press releases with both boilerplates
Leveraging the ProStart brand Examples of School Co-Branding • We Are ProStart Banners • Similar to DECA banners, etc. • Include school name, SRA logo and NRA Solutions logo
Leveraging the ProStart brand Resources at Your Disposal For the Web • We Are ProStart banner ads • We Are ProStart images • ProStart documents available for posting on your website • ProStart logos • ProStart messaging Animated banner ads
Leveraging the ProStart brand Resources at Your Disposal We Are ProStart Industry Awareness campaign • Letterhead • Customizable ad • ProStart key messaging • Media pitching tips • Success story templates • Email template
Leveraging the ProStart brand Resources at Your Disposal Press Releases • Customizable press release templates are available for: • Educator of the Year recipients • Educator Training & Development Awards recipients • State Competition announcement • State Competition Winners • National ProStart Invitational Winners
Leveraging the ProStart brand Resources at Your Disposal Fundraising • Fundraising Video • Available on DVD • Downloadable from the ProStart website to host on state/school websites • Contact Megan Meyer at email@example.com for link
Leveraging the ProStart brand Resources at Your Disposal Marketing Materials • Mentor’s Guide • Student Recruitment Brochure & Poster • National ProStart Collegiate Passport • Career Ladder
Leveraging the ProStart brand Resources at Your Disposal New Materials Developed in 2007/2008 • ProStart National Certificate of Achievement classroom poster • ProStart National Certificate of Achievement fact sheet for student use
Leveraging the ProStart brand ProStart Logo • The ProStart logo is the keystone of the program’s identity and must be used properly to maintain program recognition • Any party who wants to use the ProStart logo must get permission from NRA Solutions • Acceptable uses are outlined in the ProStart Logo Usage Guidelines at www.prostart.restaurant.org • To obtain permission to use the logo, follow instructions detailed in Usage Style Guide above • The logo must only be used in the approved ProStart green or black
Leveraging the ProStart brand Tips for Branding • Provide key message points to anyone speaking with the media • Correct use and spelling of ProStart • Proper attribution of ProStart to SRA and NRA Solutions, not the National Restaurant Association • Be creative!
Thank you for being a ProStart ambassador and working to enhance the ProStart brand!