Build Long‐Term Brand Engagement

Build Long‐Term Brand Engagement In 2018, 75 new compressed natural gas (CNG) buses will transport thousands of Colorado students to and from school. The new buses will help reduce air pollutants by as much as 45 percent and save Colorado school districts upwards of $3,000 on fuel per CNG bus per year. The program to replace diesel‐burning school buses with new efficient buses that run on locally sourced clean‐burning gas was developed by GroundFloor Media's (Denver, CO) client, Noble Energy, in partnership with the Regional Air Quality Council. Rooted in a desire to uphold social responsibility, the CNG bus program demonstrates how well‐aligned partnerships can lead to long‐term brand engagement.Today, when Colorado residents see Noble Energy's logo, tagline or even an image of a school bus, it should trigger an emotional connection to the brand. This attachment, also known as brand engagement, provides a foundation from which relationships can grow.“Corporate partners are moving away from short‐term brand engagement programs such as sponsoring annual events like galas, 5K races and food drives,” says Amy Moynihan, senior director of communications for GroundFloor Media. “They are seeking to build long‐term brand engagement where they can partner with a nonprofit on a variety of programs throughout the year, assuming more integrated roles.”Fruitful relationships come from humble beginnings. Moynihan offers tips for building long‐term brand engagement:Listen! “Get to know your corporate partner and what their business needs are for a partnership,” Moynihan says.Find common ground. “By listening, you may discover opportunities and ideas that focus on shared values,” Moynihan says. “The CNG bus program is a perfect example of how focusing on a shared value led to the creation of a program that impacts Noble's business and the community.”Identify feasible value‐adds. “Ask your corporate partner how else you can support their business — maybe it is submitting their corporate social responsibility (CSR) manager for an award, providing testimonial for their website or highlighting their role on your board through a story in your newsletter,” Moynihan says.Host community engagement events. “When buses are delivered to each of the schools, representatives from the CNG bus program host events that include school administration, city government representatives, students and community,” Moynihan says. “These events are captured through photos and video to share on social media, pitched to local media and shared internally. It's a fun story to tell and has built significant brand engagement for Noble Energy.”Leverage social media. “One of our corporate partners engaged in a day of service with several nonprofits during which we captured photos, video and testimonials, and then developed a storytelling campaign that was leveraged on social media within 24 hours,” Moynihan says. “For a minimal investment, the campaign proved to be the most positive brand engagement program activated in 2017 for the corporate partner.”Source: Amy Moynihan, Senior Director of Communications, GroundFloor Media, Denver, CO. Phone (303) 865‐8110. E‐mail: amoynihan@groundfloormedia.com. Website: groundfloormedia.com http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Nonprofit Communications Report Wiley

Build Long‐Term Brand Engagement

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Wiley Subscription Services, Inc., A Wiley Company
Copyright
Copyright © 2018 Wiley Periodicals, Inc., A Wiley Company
ISSN
1549-778X
eISSN
2325-8616
D.O.I.
10.1002/npcr.30909
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Abstract

In 2018, 75 new compressed natural gas (CNG) buses will transport thousands of Colorado students to and from school. The new buses will help reduce air pollutants by as much as 45 percent and save Colorado school districts upwards of $3,000 on fuel per CNG bus per year. The program to replace diesel‐burning school buses with new efficient buses that run on locally sourced clean‐burning gas was developed by GroundFloor Media's (Denver, CO) client, Noble Energy, in partnership with the Regional Air Quality Council. Rooted in a desire to uphold social responsibility, the CNG bus program demonstrates how well‐aligned partnerships can lead to long‐term brand engagement.Today, when Colorado residents see Noble Energy's logo, tagline or even an image of a school bus, it should trigger an emotional connection to the brand. This attachment, also known as brand engagement, provides a foundation from which relationships can grow.“Corporate partners are moving away from short‐term brand engagement programs such as sponsoring annual events like galas, 5K races and food drives,” says Amy Moynihan, senior director of communications for GroundFloor Media. “They are seeking to build long‐term brand engagement where they can partner with a nonprofit on a variety of programs throughout the year, assuming more integrated roles.”Fruitful relationships come from humble beginnings. Moynihan offers tips for building long‐term brand engagement:Listen! “Get to know your corporate partner and what their business needs are for a partnership,” Moynihan says.Find common ground. “By listening, you may discover opportunities and ideas that focus on shared values,” Moynihan says. “The CNG bus program is a perfect example of how focusing on a shared value led to the creation of a program that impacts Noble's business and the community.”Identify feasible value‐adds. “Ask your corporate partner how else you can support their business — maybe it is submitting their corporate social responsibility (CSR) manager for an award, providing testimonial for their website or highlighting their role on your board through a story in your newsletter,” Moynihan says.Host community engagement events. “When buses are delivered to each of the schools, representatives from the CNG bus program host events that include school administration, city government representatives, students and community,” Moynihan says. “These events are captured through photos and video to share on social media, pitched to local media and shared internally. It's a fun story to tell and has built significant brand engagement for Noble Energy.”Leverage social media. “One of our corporate partners engaged in a day of service with several nonprofits during which we captured photos, video and testimonials, and then developed a storytelling campaign that was leveraged on social media within 24 hours,” Moynihan says. “For a minimal investment, the campaign proved to be the most positive brand engagement program activated in 2017 for the corporate partner.”Source: Amy Moynihan, Senior Director of Communications, GroundFloor Media, Denver, CO. Phone (303) 865‐8110. E‐mail: amoynihan@groundfloormedia.com. Website: groundfloormedia.com

Journal

Nonprofit Communications ReportWiley

Published: Jan 1, 2018

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