Introduction to Branding

EQ - How can a well-developed brand influence buyers?

1. Activator - Draft
2. Branding Exploration
1. Brands Have a Field Day With Fantasy Football
2. The Fantasy Football Guide to Digital Marketing
3. How to Choose a Great Brand Name
3. Active Reading - What is a brand? (Reading Apprenticeship)
1. write questions you have
2. Unknown words
3. Key ideas
4. Summarize after each section
5. Jot notes in the margins
4. Activator: Logo Quiz websites
1. http://www.logoquiz.net/
2. Logo Quiz 2
1. How did you know all of these?
2. What story do these logos tell?
5. AP - Comprehension Questionnaire
1. Discussion Questions Part 1
1. What is a brand?
2. How has the term "brand" transformed throughout history?
3. How can a person in the marketing field create an effective brand?
2. Discussion Questions Part 2
1. Should you consider developing a brand for yourself? Explain.
2. Do you currently have any personal branding? Explain.
6. Project - Your Personal Brand
1. How do you view yourself?
2. How do others view you?
3. Are these views congruent?  Why or why not?
4. How do you want to be viewed?
7. Prepare to develop a personal brand
1. In what channels (Place) do you currently have personal branding?
2. Analyze your current branding using SWOT Analysis.
3. Consider your various customer segments.
4. Identify what matters most to these customer segments.
5. Identify your current Marketing Mix.
8. Brand Development
1. Use the handout to generate ideas for your brand.
2. Show us what you can do.  Do it!

PBL - Mini-Thon

EQ - How can I help Donegal's Mini-Thon by using what I've learned in class?

1. Activator: Marketing Job Descriptions
2. Roles Needed & Job Descriptions
1. Project Lead
2. Communication & Content Manager
3. Market Research Analyst
4. Marketing Strategist
3. Team Requirements
1. Pre-Research: Summarize Group's Current Understanding of Mini-Thon
2. Situational Analysis - SA Overview
1. What is Mini-Thon?
2. What is the overall mission of the event?
3. Target Market Evaluation?
1. Who is the target market?
2. Who is actually being targeted?
4. What has currently been done to communicate Mini-Thon with the TM?
1. Identify evidence that shows each marketing mix strategy is being used.
2. Identify Tactics being used.
5. SWOT Analysis
1. What can we do to improve the conversion rate?
2. What else can we do to help the Mini-Thon?
3. How can we connect with the TM in a meaningful way?
6. Objectives - Marketing Objectives (YOU MAY NEED MORE THAN ONE)
1. What are you trying to accomplish?
2. How will you know that you've succeeded?
3. Create a deadline.
7. New Marketing
1. Customer Persona
2. New Marketing Strategies
3. New Marketing Tactics
3. Evaluation Metrics; How will you measure the effectiveness of each of your market tactics at improving the conversion rate?
1. Which strategies and tactics will work? 
2. How do you know each will work?
4. Execute - Prepare your marketing strategies and tactics

A Deeper Look at Market Segmentation

EQ - How does one find a viable target market?

1. Activator – Do Now
1. AP – What is marketing? 
2. AP – What is a market?
3. AP – What is a Target Market?
4. AP – How do we identify a target market?
2. Digging into the Methods of Market Segmentation - Visual Funnel
1. Demographics
2. Geographics
3. Psychographics
4. Behavioral
3. Discussion - Relationship to Mini-Thon?
4. Together - Clique Evaluation
5. AP - How has your initial view of students at Donegal changed?
6. Discussion Question - Which students should you approach to reach the goals of the Mini-Thon Committee

Target Market Analysis - Practice

1. HOTS - Compare and Contrast
1. Commercial 1
2. Commercial 2
1. What similarities exist between the two TV commercials?
2. What differences exist between the two TV commercials?
3. Explain why the similarities and differences exist.
3. Discussion Question - How do you think customers responded to these ads?
1. Identify the Target Market
2. Evaluate the effectiveness of the ad at making a connection with the target market
4. TPS - If you were a competing company, how would you respond?
1. Does it look like THIS?  Why or why not?
5. Discussion Question - Why did the 3rd company respond this way?
2. AP - Muddy Points Grab Bag