Hammer Time: Building a Brand Brand and the Impact to Business Results

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Hammer Time Building a BrandBrand and the
Impact to Business Results
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Agenda

• Importance of Brand
• Discovery Education Evolution
• Rallying a Business
• Driving Performance

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Power of Brands
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Power of Brands
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Discovery Education Brand Architecture 2008
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Discovery Education is the Anchor
Connect to a World of Learning
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Unique Positioning

• Powered by the 1 non-fiction media brand in the
  world, Discovery Education transforms classrooms
  and inspires educators with engaging content and
  services that measure and improve student
  achievement.

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Analogies Can Help Tell the Story
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Building Consensus

• Leadership Must See Value
• Branding needs to flow through the entire
  business Product Development, Sales, Customer
  Support
• Impressions
• Create and take advantage of all opportunities to
  present to sales, customer support, etc.
• Cultural shifts take years

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Building Consensus

• Make it easy for organization to adopt new
  standards
• Publish standard language people can copy and
  paste into communication
• Create templates for self-service

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Experience Across Media

• Consistent customer interactions

e-mail
Collateral
Web
Conferences
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Messaging Should be Relevant and Concise

• Focus messaging to particular constituent
• Classroom teachers and district administrators
  have different needs
• Focus on benefits not features
• Assume people scan materials (6 sec. rule)
• Headlines are important
• Themes reinforce messaging
• Discovery Education uses Extraordinary
  Resources, Engage, Explore, Transform

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Brand Enables Cross-Sell Opportunities

• Discovery Education Science association with
  Discovery Education streaming
• 10,000 trials within 1 month of launch because of
  experience with Discovery Education streaming

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Results of Disciplined Approach
Brand is hard to measure, but we infer it works
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Customers are the Real Results
Carole Gooden St. Lucie Public Schools, St.
Lucie, FL
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Customers are the Real Results

• 1,000,000 Registered Users
• LOVE IT! I can put just about any topic in the
  search bar and find a supporting video!! Amazing!
  Thanks!
• Julie Kimsey
• 7th grade ESL
• Discovery Educator Network
• 25,000 members passionate about using digital
  media in the classroom
• Word-of-mouth validation
• I love Discovery Education streaming. I would
  be totally lost without it! My absolute favorite
  part is the Builders. It allows me to
  differentiate instruction in a manner that is
  easy in my classroom!
• Teryl Magee, STAR Discovery Educator and Chair
  of the TN LC of the DEN
• 4th Grade

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Next Steps for Discovery Education

• Brand is a constant evolution based on market
  needs
• Refine messaging to reach new constituents
• Add new products and services to the portfolio

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Keys to Building a Powerful Brand
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Appendix Tools, Resources, Example
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Positioning Table Create a Sentence Worksheet
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Discovery Education Word Template