In the most recent segment of our 3-part program on aligning your brand for growth, I outlined how to build a brand toolkit. Let’s dig a little deeper into how to use the brand toolkit evangelize your brand.
First, identify the different groups you want to reach at your organization. Your message will likely vary slightly depending on their relationship with your club. A few ideas to get you started:
- Internal team members: after you’ve done all the legwork, it can be tempting to rush to share your new brand externally. I get it– you’re excited to share. However, make sure you take the time to educate and train your team first. Your staff are THE most important advocates for your brand and their actions will bring it to life. Ensure they are well-versed in terms of what your brand stands for…and what it does not.
- Influencers: After your staff is up to speed, next up is educate external influencers. Who are they? Think of individuals with a wide sphere of influence—such a members who are well-connected, board members, even members of the media. Your message will spread faster when these stakeholders are in the know. A bonus? Giving this group information ahead of everyone else as a sneak peek will make them feel special and show your recognition of their importance to your organization.
- Members: Next up is to educate your members. From our earlier post, you already have a good understanding of their current perception. Now it’s time to educate them on what you learned and how you’re changing.
- Previous members: Members leave your organization for a variety of reasons. They move away, they can’t afford or aren’t using the membership anymore, or worse, they had a negative experience. Let them know how you’re changing and it may just nudge them to re-engage with you.
- Your broader service area: The final area of focus will be on community members who are in your target demographic but not yet members. They may have some familiarity with your club or medical wellness center, or be completely new to you. What do they need to know?
Second, execute your communication plans. Remember, it will take multiple repetitions across various media for your message to begin sinking in. While advertising, email, social media, and direct mail campaigns may be your most obvious choices for communicating, here are some hidden gems for extending your brand:
- Phone greeting: When people call in, do you have a pre-recorded greeting mentioning your hours of operation or elevator music for when they are put on hold? This is a perfect spot to incorporate “the new you”.
- Email footers: For your staff that are regularly emailing, make sure your new brand and messaging is represented in the email footer. A simple way to get a brand touchpoint in!
- Branded swag: Sometimes a tangible touchpoint is the most effective. Is there new swag that you can give members when they join or renew to reiterate who you are?
This concludes our 3-part series on quickly assessing and aligning your brand for growth. In part one, we outlined a guide to help you assess market perceptions about your organizations brand and in part two, we covered the importance of building a brand toolkit. Be sure to download this quick Brand Audit Checklist and prepare to take your brand to the next level in 2018.
Do you know the elevation of your house? Everyone in Houston now knows the exact elevation of their house. 103 – that’s mine. The other really important numbers are 104, and 101.5. 104 feet is the elevation above mean sea level of the top of Barker Reservoir levee, and I live just upstream of that levee, so my house is just a foot below the hypothetical high point of the floodwaters.
Why bring this up? Well, I had been at Daxko for about 2 weeks when our soggy friend Hurricane Harvey came to visit. So my third week at Daxko was spent at home, because the two entrances to my neighborhood were under water. Thankfully, my house stayed dry, because the water level in reservoir only got to 101.5 feet. A lot of people weren’t so lucky. But that whole week, Daxko people, including people from Birmingham, were on HipChat, exchanging crucial information, offering help, and checking in on one another. It was a great way to get to know the community of people who work here – well, great for a massive, catastrophic flood anyway.
Daxko people are engaged and helpful, and they look out for each other – that was my big observation at the 60 day mark.
We survived the flooding, and the massive, catastrophic traffic snarl that lasted another 2 weeks, and then we moved into the swanky new Daxko office, in the suburb of Sugar Land. Locals will be sure to tell you it’s ‘Sugar Land,’ two words, not ‘Sugarland.’ It’s a great new office, in a nice, dry part of town. As a major plus, the building next door has a café that makes decent chocolate chip cookies.
Here are a couple of fun links:
- Water Data – This shows the current water level and some other stats for the Barker reservoir. Many people in West Houston spent lots of time on this site in September, keeping an eye on the water level.
- Cool article from the Houston Chronicle with some helpful graphics about the reservoirs.
- Very cool aerial imagery from just after the flood. You can see the water in the streets in my neighborhood. You can even see the flooded blue car from the picture below, and boats moving through the flooded streets, rescuing people from flooded areas.
This picture is the main entrance to my neighborhood. And thankfully, that isn’t my car there in the 3+ feet of water. The water actually came up even higher after that pic. So be really careful about buying a used car in Houston for a while…
Clayton M. is an Instructional Designer who enjoys running and craft beer.
Credit card declines are more than just a headache for your business and your members. They negatively impact on your bottom line. First, there’s a fee per decline which typically ranges between $0.06-$0.08. Then there’s the labor cost to your staff who are spending countless hours tracking those members down to update payment information. And finally, there’s the lost membership revenue that comes from members who decide to terminate their membership when you reach out to update payment information. Those costs can really add up!
Use this calculator to see how invalid and expired card declines are impacting your organization.proactive card account updater will reduce the number of declined cards, preventing decline fees and drastically cutting down on staff time spent contacting members regarding invalid and expired credit cards. Wouldn’t you rather their time be spend on more meaningful activities to your organization?
Preventing declines also keeps members from leaving. Contacting members regarding returned payments from expired or invalid cards often triggers member termination. We have found that 1 in 3 members will leave within 30 days of this happening. Think of all the future membership revenue you prevent from walking out the door when you never have to have those conversations in the first place.
Interested in how Daxko Payment Services can help improve your bottom line and member retention? We’d love to talk you.