Once a Day Marketing: Jim Glover

Showing posts with label Jim Glover. Show all posts

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.

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!

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

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!

Tuesday, February 13, 2018

Branding a Non-Profit Focused on Play

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 play.

Joining us on the show was Kafi Hauser, Director of Marketing & Communication for Playworks, a non-profit based in Oakland, CA whose mission is to ensure that every kid gets a chance to play every day. To accomplish this goal, they share their programs with schools across the country. This year Playworks will serve over 1 million kids at 2,000 schools.

To further their mission, Playworks focuses on encouraging outdoor activities and they try to make the link between activity and being a strong learner. Kids bring home the skills they learn and share with siblings as well as parents.

The impact of Playworks programs include tools that move beyond the playground including increased conflict resolution ability and empathy. Playworks processes include wind-down at the end of recess and play time to transition participants back into a quieter learning environment.

Playworks’ target markets include school administrators and principals as well as foundations and individual donors. They engage their audiences through a variety of traditional and social media avenues including email and content marketing. The social media marketing plan is monitored and revised as needed to ensure it is optimized.

Kafi shared that even as a large organization their biggest branding challenge is awareness. To increase brand recognition, Playworks is trying a variety of tactics including social media influencers.

Enjoy the show!