1. A RECIPE FOR MARKETING AND BRANDING YOUR SCHOOL COUNSELING PROGRAM DONNA CLARK, ED.S JULIA ANSLEY, M.ED., NCC JANELL JAGIELSKI, M.A. SARAH SPEAR, M.ED., NCC CRYSTAL WRIGHT, M.S.

3. MCDONALDS

4. APPLE

5. STARBUCKS

6. LEXUS

7. ADIDAS

8. 2014 FIFA WORLD CUP

9. PHILADELPHIA FLYERS

10. EVERNOTE

11. TRIPADVISOR

14. WHERE DID THIS IDEA START?

15. WHY BRANDING? “BRANDING IS THE EXPRESSION OF THE ESSENTIAL TRUTH OR VALUE OF AN ORGANIZATION, PRODUCT OR SERVICE. IT IS COMMUNICATION OF CHARACTERISTICS, VALUES, AND ATTRIBUTES THAT CLARIFY WHAT THIS PARTICULAR BRAND IS AND IS NOT.” “THERE IS NO RIGHT OR WRONG WAY TO CREATE A BRAND, BUT THERE ARE SOME BEST PRACTICES TO HAVE IN MIND WHILE DOING IT.” CONSISTENCY!!! WE WANTED IT TO BE DISTRICT-WIDE.

16. WHY MARKETING? “MARKETING IS FINDING WAYS TO GET THIS INFORMATION ABOUT YOUR BRAND AND YOUR PROGRAMMING INTO THE HANDS OF MANY DIFFERENT PEOPLE IN AN EFFECTIVE WAY.” DEFINE (WHO ARE OUR STAKEHOLDERS, WHAT DO WE WANT THEM TO KNOW, AND HOW TO CONVEY THAT INFORMATION) DESIGN (NEEDS ASSESSMENT, RECURRING THEMES, DIRECTION, ACCESS TO RESOURCES) DEPLOY (WEBSITES, BLOGS, BUSINESS CARDS, SOCIAL MEDIA, DISTRICT RESOURCES –PRINT-SHOP, ETC. DETERMINE (STRATEGIES, RESULTS, NEXT STEPS)

17. COMMITTEE FORMATION INCLUSIVITY IS KEY ELEMENTARY COUNSELORS MIDDLE SCHOOL COUNSELORS HIGH SCHOOL COUNSELORS CAREER & TECHNICAL COUNSELORS

18. BRAINSTORMING MEETINGS

19. HOW DO CORPORATIONS ADVERTISE THEIR PRODUCTS? LOGO MOTTO BUSINESS CARDS T-SHIRTS BANNERS/POSTERS WEBSITE VIDEO

20. CREATING A LOGO WHAT’S YOUR __IMAGE____? WHAT’S YOUR __MESSAGE__? WHO’S YOUR __AUDIENCE _? BOTTOM LINE…HOW DO YOU WANT TO BE PERCEIVED?

21. WHAT DO YOU SEE?

22. CREATING A LOGO Brainstorming Ideas Consolidating Ideas Final Product

23. COUNSELING VIDEO THINGS TO CONSIDER: PURPOSE OF VIDEO DEFINING OUR ROLE WHO TO RECORD STUDENTS TEACHERS ADMINISTRATORS PARENTS

24. COUNSELING VIDEO VIDEO PROMPTS CONSISTENCY IS KEY BASED ON NEW LOGO ADVOCATING EMPOWERING LEADING

25. COUNSELING VIDEO RECORDING AT SCHOOL

26. COUNSELING VIDEO

27. NEXT STEPS: EVALUATION PROCESS INTERACT WITH SOCIAL MEDIA ENGAGE STAKEHOLDERS CREATE SURVEY BROWSE OTHER DISTRICTS

28. INTERACT WITH SOCIAL MEDIA FAN BASE (FRIENDS & FOLLOWERS) TOPIC SHARES AND RETWEETS DISCUSSIONS/COMMENTS WITHIN POSTED INFORMATION

29. FACEBOOK

30. ENGAGE STAKEHOLDERS DISTRICT SCHOOL BOARD PRINCIPALS STUDENTS PARENTS

31. DISTRIBUTE SURVEY POSSIBLE QUESTIONS: WAS THE CAMPAIGN NOTICED? WAS THE PROMOTION ATTRACTIVE? IS THE LOGO RECOGNIZABLE? WERE OPPORTUNITIES PRESENTED TO VIEW THE VIDEO? DO SCHOOL COUNSELING PROGRAMS ALIGN WITH THE CAMPAIGN? WAS TRUST BUILT WITH THE CAMPAIGN?

32. BROWSE OTHER DISTRICTS HOW DO THEY PROMOTE? DO THEY EXCEL IN ANY PARTICULAR AREA? IS THERE ANYTHING THAT MIGHT WORK FOR OUR DISTRICT?

33. WHERE TO GO? WEBSITES VISTAPRINT GROUPON CUSTOMINK

34. WHAT DO I NEED? PENS MUGS POSTERS CALENDAR T-SHIRTS POLOS LABELS NOTEPADS BUSINESS CARDS STRESS BALLS STATIONARY THANK YOU CARDS

35. QUESTIONS? COMMENTS? CONCERNS?