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Flexing Your Advocacy Muscle

Flexing Your Advocacy Muscle. Creative Exchange: Giving & Getting Ruby Lopez Harper April 3, 2019. What are we talking about?. Explore your role as the gatekeeper for your brand and value proposition

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Flexing Your Advocacy Muscle

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  1. Flexing Your Advocacy Muscle Creative Exchange: Giving & Getting Ruby Lopez Harper April 3, 2019

  2. What are we talking about? • Explore your role as the gatekeeper for your brand and value proposition • Look to communicating your organization’s value in the long term and the building of public will • Develop a list of powerful techniques for maintaining short-term vitality while ensuring visibility and relevance

  3. What is advocacy? • Storytelling • Casemaking • Connecting • Acknowledging • Being a brand ambassador • SHOUT OUTS!!

  4. What do you see as your role when it comes to brand? 5 mins – then share

  5. How do you define your value proposition? “SIX WORDS” SHARE WITH YOUR TABLE, then share WITH ROOM

  6. License to operate or “how does my community view me?” 5 mins – then share

  7. Building brand ambassadors • What? Marketing must evolve as the marketplace and consumers change. • So what? Phil Kotler argues marketing's fourth evolution must turn customers into brand advocates. • Now what? Brands can't talk at customers, they must engage with them to create brand advocates. • The buyer has more power now than ever before. Marketing 4.0, Moving from Traditional to Digital by Phil Kotler

  8. So what does this all mean? • Ensuring identification of the brand with customers and an association of the brand in customers’ minds with a specific product class or customer need • Establishing the totality of brand meaning in the minds of customers by strategically linking a host of tangible and intangible brand associations • Eliciting the proper customer responses in terms of brand-related judgment and feelings • Converting brand response to create an intense, active loyalty relationship between customers and the brand.

  9. Building a Communication Strategy and Cultivating Best Practices

  10. Mighty List of FIVE!

  11. What can I do? • Send a letter to your Governor and elected local officials • Send a thank you letter to your funder • Add a call out in your newsletter or website • Regular check-ins with your funders about your success • Give your board and staff talking points • Give your program participants talking points or social media posts What are YOU doing? What can YOU do?

  12. QUESTIONS?

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