1. BrandinG & Marketing Your student group
Dave Churvis

2. You are a product
Dave Churvis

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

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

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

6. The Solution: Branding and Marketing

7. 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

8. 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

9. 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

10. What Does coca-cola Sell?

11. Is it Sugar Water? Colored Carbonated Sweet Effervescent Delicious
Refreshing

12. Or is it…
…An Emotion?

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

14. Or is it…
…A Sensation?

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

16. 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)

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

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

19. 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!”

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

21. 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”

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

23. 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”

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

25. 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”

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

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