BrandinG & Marketing Your student group Dave Churvis

You are a product Dave Churvis

People Want things Your group provides something Social support Conversation Activism Debate Activities Food

People Have limited time Your group is competing for attention Television Sports Studying Physical activity Video games Food

The Problem: How do you convince someone to spend their limited time coming to your meetings?

The Solution: Branding and Marketing

Branding vs. Marketing Branding is: Defining who you are as a group Defining what your group does Establishing a visual identity for your group Coming up with a mission statement for your group

Branding vs. Marketing Branding is: Marketing is: Defining who you are as a group Defining what your group does Establishing a visual identity for your group Coming up with a mission statement for your group Marketing is: Communicating the value of your group to people outside your group Finding new members for your group Making a case for your group’s relevance in your campus’s marketplace of ideas

Defining yourself as a group Telling people why they should care Branding vs. Marketing Branding is: Defining yourself as a group Marketing is: Telling people why they should care

What Does coca-cola Sell?

Is it Sugar Water? Colored Carbonated Sweet Effervescent Delicious Refreshing

Or is it… …An Emotion?

Or is it… …An Emotion? …A Sense of Belonging?

Or is it… …A Sensation?

Or is it… …A Sensation? …Togetherness and Love?

Coca-Cola’s “Product” is… … Complicated! The thing being sold (loosely, the brand) What it is (the physical product) What it looks like (brand identity) How that thing impacts the consumer (loosely, how it’s marketed) What it does (the taste, smell, sensations) How it makes the consumer feel (emotional and mental impact)

So what exactly are you selling? You are a product So what exactly are you selling?

Social Club Your Branding A group of like-minded students Fun activities/Something to do Free food

Social Club Your Branding Your Marketing A group of like-minded students Fun activities/Something to do Free food “You are not alone” “Bored on a Wednesday night?” “Free food!”

Discussion Group Your Branding Stimulating conversation Learning about new topics Exercising free thought

Discussion Group Your Branding Your Marketing Stimulating conversation Learning about new topics Exercising free thought “Looking for thought-provoking discussions?” “Free your mind and learn new things!” “Don’t be constrained by dogma”

Service Group Your Branding Helping people Fighting stereotypes of atheists Fostering civic engagement

Service Group Your Branding Your Marketing Helping people Fighting stereotypes of atheists Fostering civic engagement “Making the world a better place” “Showing people we can be good without gods” “Helping people in your community”

Activist Group Your Branding Confronting a hostile administration Raising awareness of problems Fighting preachers and/or harassment on campus

Activist Group Your Branding Your Marketing Confronting a hostile administration Raising awareness of problems Fighting preachers and/or harassment on campus “Fighting for our rights as nonreligious students” “Making our voices heard” “Confronting this major problem on our campus”

Define yourself well, and you’ll capture the market. You are a product Define yourself well, and you’ll capture the market.

Dave Churvis Program Manager Richard Dawkins Foundation For Reason & Science dave@richarddawkins.net B.S. Economics 2015 Georgia State University Founder, Secular Panthers