Once a Day Marketing: 2018

Tuesday, March 20, 2018

The Importance of Place Branding

Hello, I’m Jim Glover, That Branding Guy, for Oncea Day Marketing™. Today we are discussing the importance of community branding in today's mobile and social world.

It's easy to think about branding running shoes, restaurants and sports cars. Customers wouldn’t know about these brands if there wasn't a concerted marketing effort to ensure these brands remain top of mind.

Big cities like San Francisco, New York and Chicago manage large marketing efforts to put their brands on the map. However, this isn't always true when it comes to smaller communities. Branding is often neglected and it is expected that the public will understand what the city or town is all about. No formal branding strategies are created or managed.

In today’s environment, the population is on the move, people can locate just about anywhere these days. They are living, working and playing in places they are familiar with or where they have a true understanding of the benefits and experiences accrued from the destination.

Just like evaluating major brands, these consumers are using Google and other search engines to shape their opinions. Therefore, it's imperative that communities have a clearly defined identity and consistently share this messaging online to compete for new residents and visitors.

Discovering your community’s brand essence is the first crucial step to creating a great brand. Developing the brand promise and brandline are driven by the essence of the community. Design of a logo and other marketing material along with integration of the brand throughout the community are the next steps.

Once the brand is created, a steady outbound marketing campaign will ensure the true brand and personality of the community will be shared to attract like-minded residents, businesses and visitors, which is the goal of community branding.

Once a Day Marketing™ inspires clients to brand bold. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com.

Santa Fe Skate School: a Unique Brand

Hello, I’m Jim Glover, That Branding Guy, for Oncea Day Marketing™. On our radio show That Branding Guy™, we discussed branding and marketing with the owner of a school who teaches skateboarding safety.

Joining us on the show was Joe Lehm – Founder of Santa Fe Skate School, dedicated to teaching kids safe skate boarding. John has been involved in skate boarding since 1969 and has seen the evolution of the equipment from steel and clay wheels to becoming an Olympic sport in 2020. As gear evolved so did the terrain and safety equipment.

Joe was inspired to start Santa Fe Skate School in 2000 when he was enjoying the new Los Altos skate park in Albuquerque practicing skateboarding safety and wearing protective gear. There he was approached by adults and youngsters asking for advice and wanting to know how to learn safe skate boarding. This demonstrated the need for instruction in the community and Joe started the Santa Fe Skate School in Santa Fe in 2003.

Santa Fe Skate School has a large teaching area with ramps and a pro shop where they build boards customized to each rider. There is also a display of antique skate boards used to teach the history of the sport that parents and grandparents (former sidewalk surfers) delight in seeing.

One of the differentiator of SFSS is that Joe certifies instructors. It is generally thought that in the extreme sports participants learn on their own through practice and peer interaction. Joe finds that this omits the fundamentals of techniques essential to building strong skills. SFSS also has a curriculum that they teach in a specific order.

To get the message out about Santa Fe Skate School, Joe uses Facebook and Instagram, lists SFSS under activities for kids on SantaFe.org which attracts visitors and is also listed as an activity with Meow Wolf. Joe is aware that the younger generations share their activities extensively on social media and by provide them with a great experience, this is word of mouth advertising is essential.

Enjoy the show!

Once a Day Marketing™ inspires clients to brand bold. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com.

Rob Jones Journey - Running for a Good Cause

Hello, I’m Jim Glover, That Branding Guy, for Oncea Day Marketing™. On our radio show That Branding Guy™, we discussed branding and marketing with the founder of a non-profit dedicated to veterans.

Joining us on the show was Rob Jones – Founder of Rob Jones Journey, a non-profit organization dedicated to raising money for wounded veterans. His overall goal is to raise $1 million. Rob has accomplished two major feats to raise awareness for this cause; his inspiration comes from setting challenges for himself.

His first fund raising effort was Rob Jones Journey, in the winter of 2013-2014; Rob rode his bike across America raising money for wounded veteran charities. Then in the fall of 2017 Rob completed the Month of Marathons - 31 marathons in 31 consecutive days in 31 different major cities in America and abroad.

Through these efforts Rob is sharing his story of a veteran who came back from overseas and is making a difference in people’s lives. Although his goal is to inspire veterans and others through sharing his accomplishments, Rob is inspired by all the people who came out and joined him during his marathons.

To publicize his Month of Marathons, Rob engaged a PR firm and his wife Pam assisted him in contacting individuals in their network to share a press release Rob created about his mission. Donations and number of people running along with Rob let him know how successful their media campaign had been.

That Branding Guy made a suggestion that Rob expand the story of his mission on the Rob Jones Journey website and also update social media pages to reflect his accomplishing the Month of Marathons and add a call to action. Tweeting once a week about something that inspires him would be a great way to keep Rob’s brand top of mind with followers.

Enjoy the show!

Once a Day Marketing™ inspires clients to brand bold. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to That Branding Guy™ every Saturday at 2:00pm (MDT) on Talk 1260 KTRC and 103.7 or stream live on SantaFe.com

Billo: Rebranding a Cannabis Dispensary

Hello, I’m Jim Glover, That Branding Guy, for Oncea Day Marketing™. On our radio show That Branding Guy™, we discussed branding and marketing with a newly re-branded cannabis dispensary.

Joining us on the show were Jon Peddie and Adam Nelson, owners of Billo cannabis dispensary in Steamboat Springs, Colorado. Jon and Adam’s goal is to set a new standard for the industry by providing the best possible marijuana experience along with outstanding customer service.

Jon & Adam purchased an existing dispensary and rebranded under the name Billo. They looked at numerous potential names and chose Billo because of it evoking the image of smoke billowing as well as its subtlety and flexibility, especially when used for merchandising. The business was also moved to a more mainstream strip center in town so the brand would be more visible and accessible.

One of the differentiators of Billo is their focus on the needs of the customer and ensuring they are comfortable. Billo caters to both recreational and medicinal users and are sensitive to some customers need for discretion, offering online ordering and discreet pick-up. Billo is about fun, joy and happiness.

Billo’s strategy is to focus on customers who are first time users of cannabis. The Billo location is meant to be approachable and friendly and reflect the updated mindset of cannabis users. The store is modern, clean and bright and geared to providing a positive experience.

To win the hearts of the locals for the new brand Adam has been developing community relationships through community outreach and sponsorships. Following that effort, they began advertising in guides and other print media. Now that the Billo story and graphic elements are solidified they are making a concerted effort on social media with messages targeted by platform to various age groups.

Enjoy the show!

Tuesday, February 27, 2018

Branding a Community Resource

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show That Branding Guy™, we discussed branding and marketing with a non-profit focused on building healthy and vital communities.

Joining us on the show were William Smith and Jamie Aranda, President/CEO and Communications & Marketing Associate, respectively, of Santa Fe Community Foundation (SFCF). Santa Fe Community Foundation has awarded approximately $67 million in grants since they were founded 37 years ago, supporting equitable access to education and addressing poverty across Santa Fe and Northern New Mexico.

SFCF has recently launched a new strategic framework redefining their mission focused on this place, our people and the power to effect change and created a tagline Place, People & Power. Bill shared that he received feedback regarding the “Power” component of the tagline making people uncomfortable. He thinks this is exactly how a bold brand should make people feel to drive the creative thinking SFCF is seeking.

To accomplish their mission, SFCF works with large philanthropic organizations and individual to match available resources with the appropriate projects. SFCF also provides workshops for non-profits.

Santa Fe Community Foundation has done extensive outreach to their Board of Directors, staff and donors honing in on the message of people, place and power to ensure everyone within their organization understands the mindset of the new strategic framework.

SFCF’s biggest branding challenge is lack of community awareness. To let the community know more about them, SFCF is telling stories of the good work non-profits who receive grants from SFCF accomplish with resources from philanthropy. Glover agreed that story telling is an effective way to reach the hearts of donors, hopefully making the financial aspect of making a donation less of a consideration.

Enjoy the show!