Once a Day Marketing

Monday, December 19, 2016

Branding Bold: A Community Perspective (Strategy)

Hello, I’m Jim Glover, "That Branding Guy" at Once a Day Marketing™. Today we are discussing how one community in northeast New Mexico is branding bold.

A few years ago Farmington, New Mexico hired my team to develop an overall brand for their community which is located near Four Corners (the intersection of New Mexico, Utah, Arizona and Colorado). They understood the importance of having a well-defined and understood community brand to attract new residents, businesses and visitors.

They also knew they had to "brand bold" to stand out from the other 32 Farmington's across America as well as any other community vying to compete for outdoor lovers and active families, Farmington's target markets. And branding bold is just what the entire community is doing!

Using the brand positioning we created of energizing life journeys and a place where outdoor lovers and active families thrive, along with a brand line of jolt your journey, Farmington is integrating this mindset across all aspects of their community. The brand is being utilized by the City of Farmington, Farmington Convention & Visitors Bureau, San Juan College, Four Corners Regional Airport, Farmington Municipal Schools, Farmington Public Library, Downtown Farmington, Farmington Chamber of Commerce, and many local businesses and non-profits.

For the holiday season, Farmington has even topped their community Christmas tree with the new brand mark we created.

Community branding is much more than a logo and brand line. It's integrating the brand mindset of energizing life journeys into every aspect of Farmington. And the community is delivering on this brand promise. Now that's what branding bold is all about.

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 Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

Tuesday, December 13, 2016

Santa Fe Prep: a Lesson in Branding (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Santa Fe Preparatory School Enhancing Their Brand

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed branding and marketing of a Santa Fe private school.

Joining us on-air were Jim and Story Leonard – Head of School and Director of College Counseling, respectively, at Santa Fe Preparatory School. Parents have a wide variety of choice in educational options for their children and Santa Fe Prep distinguishes itself well in this arena.

Santa Fe Prep was founded 54 years ago by parents who wanted a college preparatory experience for their children. Since then it has expanded to a new location and enhanced its offerings to become an outstanding education resource for the community.

As with any brand, schools have to compete to reach their target market. Santa Fe Prep sets themselves apart by making kids feel they are known and enabling them to plan where they are going in the future – two important elements in creating a successful educational experience for each student.

Parents are attracted to Santa Fe Prep because of the quality of the faculty, the peer group their children would be among and strength & breadth of programs offered. Students enjoy accessibility of teachers, the wide variety of programs to expand their knowledge and are also encouraged to be part of the Santa Fe community.

Private schools play an important role in the community. Santa Fe Prep participates in Breakthrough, a national collaborative that hosts programs offering college level courses to students who would not necessarily think about a college education. It has resulted in many students going on to be the first in their family to attend college.

Santa Fe Prep plans to continue sharing the message of the value of education in a small school environment that provides opportunities for leadership as well as academics.

Enjoy the show!

Monday, December 12, 2016

Make The Right Impression With Your Marketing (Knowledge)

Hello, I’m Marianne Tenenbaum, Branding Strategist at Once a Day Marketing™. Today we are discussing how many times your marketing message has to be seen to be retained by a potential customer.

Brands are vying for customers’ attention thousands of times a day. Whether or not those messages are resonating with potential customers and they are hearing and retaining the message of your brand is a different matter.

A marketing impression is made when a traditional media advertisement, public relations piece, social media ad or a web page is available for a potential customer to be seen one time.

It generally takes numerous impressions for a marketing message to stick in and individuals mind. Just how many impressions are needed for a customer to recall your brand? Jay Conrad Levinson, author of Guerilla Marketing, created the Rule of 27, suggesting that your message must be available 27 times for it to be seen and stay with a person.

The math works like this: Your message must penetrate the mind of a prospect 9 times before they will become a potential customer. People actually only see one of every 3 messages you advertise due to all the clutter in their landscape. Therefore, 27 messages are required in order for it to stick in the mind of a potential customer.

This means a marketing campaign should be run or displayed with sufficient duration for it to be seen by your target audience enough times to stick with them. Don’t give up on a tactic too soon; give it a chance to achieve results.

Once a Day Marketing™ inspires clients to brand bold. Visit our website at www.onceadaymarketing.com. Contact Marianne Tenenbaum at (505) 699-7849 or email mten@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

Thursday, December 8, 2016

National Labs Assist Small Business with Commercialization (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: National Labs Small Business Program

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed branding and marketing of a National Labs Program.

Joining us on-air was David Kistin, Program Leader for the Sandia National Labs Small Business Vouchers Pilot. Started in September 2015, the program is focused on providing free technical assistance to clean energy small businesses and solving challenges to move them toward commercialization.

This is a national program offered through the 17 Department of Energy (DOE) national labs across the country. Sandia National Labs and Los Alamos National Labs are both large employers in New Mexico.

Clean energy companies includes those working with geothermal, solar, advanced manufacturing, wind or bio fuels, to name a few, and can encompass energy efficient or renewable energy technology.

The Small Business Vouchers Pilot is a fantastic opportunity for an established company, entrepreneur or a start-up to leverage the tremendous resources of a National Lab. This program benefits New Mexico and the USA as a whole through accelerated development of technologies that may lead to job growth as well and providing solutions that will make a positive environmental impact.

Sandia National Labs is reaching out to eligible businesses via economic development and university partners. The message is marketed through Public Relations traditional media and in a limited manner on social media platforms.

The largest source of leads for the program is the outreach partners which include New Mexico Institute of Mining and Technology, New Mexico State University and University of Texas in Austin.

Sandia Labs’ biggest branding challenge for the Small Business Vouchers Pilot is coordinating the numerous partners into one cohesive team with a common message and marketing that message consistently. Sandia Labs is the lead on marketing for the Small Business Vouchers Pilot and has put together guidelines for all of the partners to follow.

Enjoy the show!

Monday, December 5, 2016

Elements of a Great Website (Strategy)

Hello, I’m Marianne Tenenbaum, Branding Strategist at Once a Day Marketing™. Today we are discussing the elements required to build a great website for your business.

A website is often the first place potential customers will encounter your brand. This is an opportunity to convey the brand story and let site visitors know what your company is all about. Be authentic and connect with customers on an emotional level. Brand personality should be reflected through high quality professional videos and photos. Include a well-crafted narrative about why your company is in business and what sets you apart.

Speaking of narrative, don’t skimp when it comes to creating text content. Site visitors do read it; anything you present must be well written and free of typos and grammatical errors. The fact that attention has been paid to this level of detail will reflect favorable on the brand.

No matter the format you choose or the number of pages the website has, it should provide a good customer experience enabling users to readily find what they are looking for. Design a site that is clear and easy to follow.

A website should include an invitation for customers to join your community as well as contribute their experiences with the brand through sharing content. Include icons for your company’s social media sites so customers can find them and like/follow and share.

Last and perhaps most important, work with a web developer or digital marketing expert to ensure your website is optimized for searches and ready for online advertising that you are planning.