1. Overview Know Who You Are Marketing to the FIRST Audience Marketing Outside of FIRST Engaging in the Conversation Benefits of Good Imagery

2. Know Who You Are Start with a Mission Statement  Discuss what you want to do  Include values, inspiration, strengths  Be real and specific.  Be short, sweet and to the point…. Our Mission Statement Our mission is to inspire youth using 4-H principles along with the tenets of gracious professionalism to explore science and technology through a mentor based program, which develops leadership and life skills and encourages innovative, creative solutions to engineering and technical challenges.

3. Business Plan Team Direction – Organization Structure – Future Plans – Goals – Sustainability – SWOT/Risk Analysis – Budget Useful for – Entrepreneurship Award – Sponsors – Grants

4. Rookie Teams Choose a Team name – School – Area – Random Name Generator Colors Logo Shirts

5. Branding your Identity Resources available to your team – Software – Talents Maintain control of your image – Digital, Print and Merchandise – Taglines Logo Guidelines – Pantone Colors and versions in RGB and vector – Fonts 1902 Imagery & Branding Recommendations – http://www.explodingbacon.com/image-and-branding/ FIRST Branding Guidelines (www.usfirst.org/roboticsprograms/marketing-tools/brand)

6. Why is Your Image Important? Know who you are, so others will know who you are. This becomes evident when you are: Marketing Within the FIRST Community Marketing Outside the FIRST Community

7. What is Marketing? Marketing is anything you create or share that tells your story. Ann Handley

8. Marketing to the FIRST Audience Marketing to Judges Marketing to Teams The FIRST Community at large

9. Communicating with Judges Know your message – Judge’s Packet – Supporting documentation Robot cards or design manual Outreach documents – Students talking to the judges Gracious Professionalism on and off the field – judges are everywhere

10. Judges Packet Business Plan Marketing Packet Community Outreach Information – Press Releases and Articles – Flyers & Marketing Materials – Thank you letters Digital Media Award Submission Team Handbook Brochure Chairman’s Submission

11. Judge Whispering Prepare your students to talk about all aspects of your team: Pit Test Practice Sessions Games, like jeopardy Presenting Chairman’s to your Team Make sure they know what awards your team is pursuing

12. Marketing to Other Teams Robot Cards Giveaways (clappers, pens, bandanas, aliens) Peer Awards Use your strengths to help other teams Developing relationships with other teams Workshops and Seminars (like this) Off-Seasons Mentoring year around (FRC, FTC or FLL) Trading Shirts Pins/Buttons Team Cheers

13. Pit Identity

14. BRANDING YOUR BOT!

15. Shirts/Uniform

16. Pins and Buttons

17. Mascots

18. We’ve Got Spirit, Yes We Do!

19. Giveaways

20. The FIRST Community Chief Delphi Reddit Off-Seasons FIRST Outreach – professional conferences and events Behind the Lines and GameSense

21. Marketing is the ongoing process of engagement whereby strangers are nurtured into advocates. Trey Pennington

22. Marketing Outside FIRST

23. Sponsors Potential Students and Mentors Community Outreach – Girl Scouts/Boy Scouts – Libraries – Science Centers – Schools – Farmer’s Markets – Professional Conferences Local Media

24. Outreach and Sponsors Know FIRST – What FIRST stands for – What FIRST is about Know your team – Story – Budget, mission and goals – Organizational structure – Are you a 501c3

25. Outreach and Sponsors Show the benefits of your team to your audience Practice elevator speeches with one another Knowledge will show through with confidence

26. Fundraising Best Practices Fundraising Toolkit – http://www.usfirst.org/roboticsprograms/ first-fundraising-toolkit Understand the restrictions you work within. Research Document your submission materials for future grants

27. Fundraising Examples Corporate Sponsors Local Small Business Parent Contacts Restaurants/Spirit Nights Crowd Funding Summer Camps/Science Nights FLL/FTC Tournaments & sell concessions Catalog and traditional fundraising sales Activity Book Car washes, storefront solicitations, FIRST lightbulb sales, etc…

28. Marketing to Potential Sponsors Unique Image Marketing Packet – Business Plan – Budget Presentations and demos Sponsor Levels Show how sponsoring you, benefits them

29. 1K-5K - Big Bacon Company name of Logo (Small) on T-shirt and Robot Company name on marketing materials Link on team website 500-1K – Squealer Company name on T-shirt Company name on marketing materials Link on team website 0-500 – Piglet Listed on website Our un-dying love and gratitude 10K and above - Boss Hog Company name or Logo (Large) on T-shirt and Robot Company name on promotional materials Link on team website Logo displayed in pit 5K-10K - Power Pig Company name or Logo (Medium) on T-shirt and Robot Company name on promotional materials Link on team website Logo displayed in Pit Sponsor Levels

30. Sponsor Retention Sponsor Dinner Newsletters/ Emails Invitations to events Support their outreach

31. Marketing is the messages and/or actions that cause messages and/or actions. Jay Baer

32. Engage in the Conversation

33. Social Media Strategy Target Your Audiences Select your channels List your Goals and Objectives for each Identify key persons responsible for managing sites and creating content Review the FIRST Digital Media Submission rubric

34. Engage your audience Content: create, engage and be relevant – Produce the content for your audience – Communicate with your audience, not to your audience Use good video and pictures Spelling and grammar MATTER Keep a casual tone when writing for social media Post about build season, outreach, sponsors, FIRST and STEM news Schedule release of posts to maximize message impact Consistent Image and Branding of your team

35. In addition… Educate your team – Share - Retweet – Message Private and Public Facebook Channels Employ numerous admins to share the responsibility Watch for up and coming channels Experiment to see what works best for you

36. Use Video! Build/Competition Season Vlogs YouTube and Facebook Schedule video releases for consistent message impact Videos are shared 12x more on Facebook Get video releases signed, if needed

37. Print Media Brochures Flyers Business Cards Marketing Packets Sponsor Thank You’s PowerPoint Presentations Press Releases

38. Benefits of Good Imagery More Memorable Leave a Good Impression Press Fundraising Member Recruitment

39. Gracious Professionalism