The Power of ProStart Leveraging the ProStart Brand

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The Power of ProStartLeveraging the ProStart
Brand
Prepared by Megan MeyerMarketing
Communications ManagerNational Restaurant
Association Solutions
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Branding 101
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Branding 101

• What is a brand?
• Brand - A unique and identifiable symbol,
  association, name or trademark which serves to
  differentiate competing products or services.
  Both a physical and emotional trigger to create a
  relationship between consumers and the
  product/service.
• "A brand is the most valuable real-estate in the
  world, a corner of the consumer's mind.
• http//www.buildingbrands.com/definitions/02_brand
  _definition.php

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Branding 101

• What is branding?
• Branding is the process of building recognition
  for a brand through communication
• Co-branding is the practice of using multiple
  brand names together on a single product or
  service. When effectively done, co-branding
  provides a way for companies to combine forces so
  that their marketing efforts work in synergy.

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Branding 101

• Examples of Successful Branding
• Nike
• The swoosh symbol and Just Do It are instantly
  associated with Nike in the consumers mind
• When you hear Nike, what images come to mind?
  What feelings/thoughts do you associate with the
  brand?
• Kleenex
• Branding has become so successful that Kleenex is
  now synonymous with facial tissue, and other
  brands are even referred to as Kleenex
• McDonalds
• Keeps its brand current and modern Im Lovin
  It
• Starbucks
• Has pioneered a new category of coffee shop, and
  still maintains a strong brand identity

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Branding 101

• Benefits of Branding
• Improve communications effectiveness by using
  consistent messages across all channels
• Develop brand loyalty among your constituents
• Differentiate your program from your competitors

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Branding 101

• Benefits of Branding
• Introduce new products or services more quickly
  because of the relationship and trust your
  constituents already feel towards your brand
• Command a higher price because your brand is
  perceived to represent particular values that are
  important to the customer

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• Branding the ProStart Program

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Branding the ProStart Program

• What does the ProStart brand represent?
• ProStart Creating Tomorrows Foodservice
  Leaders
• Strength in numbers Approximately 60,000
  students in 47 states, territories and districts
• Proven effectiveness as a training program

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Branding the ProStart Program

• What does the ProStart brand represent?
• Mastery of the basic management and culinary
  skills necessary for success within the
  restaurant and foodservice industry
• A pathway into a post-secondary education or a
  career in the restaurant and foodservice industry

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Branding the ProStart Program

• What are the ProStart brand attributes?
• Dedication
• Knowledgeable
• Responsibility
• Passion
• Talent
• Leadership

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Branding the ProStart Program

• Strength of the ProStart Brand
• Extensive media coverage
• The National ProStart Invitational and related
  state competitions alone garnered more than
  20,570,490 impressions through more than 60
  print, broadcast and radio clips
• More than 60 colleges and universities offer
  articulation benefits based on the caliber of the
  ProStart students that have come through their
  programs
• These articulations are captured in the National
  ProStart Collegiate Passport
• Employers and mentors repeatedly turn to the pool
  of ProStart students to fill openings in their
  companies

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Branding the ProStart Program

• Why associate the ProStart brand with your
  program?
• Adds another layer of credibility to your
  state/school program
• NRA Solutions is recognized nationally as the
  leading provider of educational tools and
  resources for the restaurant industry
• Impress school administrators and school
  districts
• Principals and school administrators like to
  emphasize that they are part of a national program

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Branding the ProStart Program

• Why employ the ProStart brand with your program?
• Media are more likely to cover a local angle of a
  national program, such as
• Not only did our schools team win the state
  competition, they are representing the entire
  state at the national competition
• Our Educator of the Year is the top educator in
  the state and one of only 34 educators recognized
  nationally through the ProStart Educator
  Excellence Awards
• Capitalize on the branding and industry outreach
  efforts of NRA Solutions
• NRA Solutions has already made the financial and
  time investments into developing messaging and
  materials that can be used nationwide

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Branding the ProStart Program

• How do state restaurant associations (SRAs)
  benefit?
• Aids in fundraising efforts
• Helps recruit new schools into the program
• Promotes image of SRA as part of the big picture
  working for the good of the entire industry

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Branding the ProStart Program

• How do state restaurant associations (SRAs)
  benefit?
• Establishes SRA as not only representing needs of
  state, but representing a national organization
  at the state level
• Establishes SRA as conduit to national
  organization
• Provides access to national resources to build
  and promote program

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Branding the ProStart Program

• How do individual school programs benefit?
• Establishes school as a leader in providing
  restaurant management education for its students
• Provides access to national resources to build
  and promote program

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Branding the ProStart Program

• How do individual school programs benefit?
• Increases opportunities for media coverage
• Enables greater ease in recruiting mentors for
  students
• Affiliates school with the national restaurant
  industry

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Branding the ProStart Program

• How do students benefit?
• Increases their job marketability
• Articulation benefits at more than 60 colleges
  and universities
• Makes a college education more affordable and
  faster to earn

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Branding the ProStart Program

• How do students benefit?
• Opportunities for field trips and competition
• Feeling that they are part of something larger in
  scope than their individual class

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• Leveraging the ProStart Brand

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Leveraging the ProStart brand
Examples of State Restaurant Association
Co-Branding

• From the NYSRA Educational Foundation website
• The year 2000 brought a partnership between
  NYSRAs Educational Foundation and the National
  Restaurant Associations national initiative, a
  School-to-Career program, called ProStart. The
  ProStart program operates in 47 states, in over
  1,000 schools, involving approximately 55,000
  students and well over 5,000 educators. In New
  York State the ProStart program presently
  operates in 55 schools, involving over 3600
  students and well over 200 educators and
  introduces the student to a comprehensive
  hospitality industry program at the 11th and 12th
  grade level. The disciplined program includes the
  following components mentoring, paid
  internships, promoting entrepreneurship, basic
  business skill development, nationally certified
  exams, scholarships, state and national
  competitions and post-secondary opportunities in
  the form of articulation agreements with culinary
  and hospitality programs throughout the U.S. with
  the purpose of generating qualified and capable
  professionals for today and the future.

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Leveraging the ProStart brand
Examples of State Restaurant Association
Co-Branding

• Products bearing both the SRA logo and the
  ProStart logo
• Websites that incorporate ProStart and SRA
  information
• Press releases with both boilerplates

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Leveraging the ProStart brand

• Examples of School Co-Branding
• We Are ProStart Banners
• Similar to DECA banners, etc.
• Include school name, SRA logo and NRA Solutions
  logo

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Leveraging the ProStart brand
Resources at Your Disposal

• For the Web
• We Are ProStart banner ads
• We Are ProStart images
• ProStart documents available for posting on your
  website
• ProStart logos
• ProStart messaging

Animated banner ads
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Leveraging the ProStart brand
Resources at Your Disposal

• We Are ProStart
• Industry Awareness campaign
• Letterhead
• Customizable ad
• ProStart key messaging
• Media pitching tips
• Success story templates
• Email template

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Leveraging the ProStart brand

• Resources at Your Disposal
• Press Releases
• Customizable press release templates are
  available for
• Educator of the Year recipients
• Educator Training Development Awards recipients
• State Competition announcement
• State Competition Winners
• National ProStart Invitational Winners

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Leveraging the ProStart brand

• Resources at Your Disposal
• Fundraising
• Fundraising Video
• Available on DVD
• Downloadable from the ProStart website to host on
  state/school websites
• Contact Megan Meyer at mmeyer_at_restaurant.org for
  link

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Leveraging the ProStart brand
Resources at Your Disposal

• Marketing Materials
• Mentors Guide
• Student Recruitment Brochure Poster
• National ProStart Collegiate Passport
• Career Ladder

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Leveraging the ProStart brand

• Resources at Your Disposal
• New Materials Developed in 2007/2008
• ProStart National Certificate of Achievement
  classroom poster
• ProStart National Certificate of Achievement fact
  sheet for student use

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Leveraging the ProStart brand

• ProStart Logo
• The ProStart logo is the keystone of the
  programs identity and must be used properly to
  maintain program recognition
• Any party who wants to use the ProStart logo must
  get permission from NRA Solutions
• Acceptable uses are outlined in the ProStart Logo
  Usage Guidelines at www.prostart.restaurant.org
• To obtain permission to use the logo, follow
  instructions detailed in Usage Style Guide above
• The logo must only be used in the approved
  ProStart green or black

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Leveraging the ProStart brand

• Tips for Branding
• Provide key message points to anyone speaking
  with the media
• Correct use and spelling of ProStart
• Proper attribution of ProStart to SRA and NRA
  Solutions, not the National Restaurant
  Association
• Be creative!

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• Thank you for being a ProStart ambassador and
  working to enhance the ProStart brand!