Branding

Back in June I attended a workshop sponsored by Greater Philadelphia Cultural Alliance on storytelling, particularly focused on using the power of story to tell an organization's story.  You know - THE powerful story, whatever it is, that moves someone to act in some positive, favorable way.

Andy Goodman from The Goodman Center (Chicago, LA, NYC) presented the 90 minute workshop and even I - someone pretty skilled in communicating messages and who has the privledge to work with/for amazing storytellers - walked away with a few new ideas.  I did want to share the components of a wonderful take-away worksheet.  This is useful to anyone who wears any sort of communications hat, and in theory, the story, while delivered differently by every single person, should still paint the same consistent picture and deliver the same consistent message(s). Full credit to The Goodman Center for the following points (some paraphrased by me for length).

Storytelling: Tapping the Power of Narrative
A story structure worksheet

Consider a point about your organization or program that you typically make to someone and choose a story that will illustrate the point. It needs to be something that actually happened.

Answer all of the following questions relating to the incident - You'll need to be able to answer them all for the incident to rise to the level of a true story.

1. What is the point you want this target group of people to take away upon hearing the story?

2. To what audience do you want to tell this story (Public, legislators, a combo? The language you use - as well as the desired result - will be shaped by this choice).

3. Who is the main character/protagonist of your story? It needs to be a PERSON.  An organization itself cannot be a protagonist.

4. What is the back story of the protagonist?  What does the audience need to know about the character and his/her/their situation to understand the context of the story?

5.What is the "inciting incident" that upsets the balance of the story?

6.What is the protagonist's goal?

7. What is the first barrier standing in the way of the protagonist (internal and external barriers)?

8. How does the protagonist pursue the goal? (What happens as the character encounters subsequent barriers, and if there are no barriers, what is keeping the narrative interesting for the audience)?

9. What is the moment of truth in this story? (What happens, what is the changing moment, and what does it shou us about the human condition)?

10. What is the resolution of the story?  (Does the main character achieve his/her/their goal?  Is there a different outcome)?

11. What is the meaning of the story? What do you want the audience to take away?

12. How does the story relate to your organization's work? (Is it emblamatic of your mission?  Does it show what a single program does? Does it explain why your organization does what it does? What should the audience see when you widen the lens)?

I encourage you to think of some of your favorite stories and apply the above guidelines to the story for some examples, especially if you need a little direction in thinking of your own for your organization.  I love stories and especially love great storytellers - whether it's a mundane story, a crazy "this only happens to me" story, or an emotionally charged one - the actual story itself always needs a beginning, middle and end; a set of characters, a plot, a conflict, and certainly a resolution or some "message" or "moral" at the end.  A great storyteller has a way with language, pronunciation and annunciation.  They can bring a theatrical quality to the telling of the tale that will get you the desired result. 

Your organization's story is wonderful for both brand awareness, internal communications, external marketing, and fundraising. 

I'm pleased to announce that as of March 2011, I have been selected to join the esteemed roster of nonprofit consultants at LaSalle University's Nonprofit Center.  The Nonprofit Center works with nonprofit organizations in various fileds - like education, health, arts, human services, and more - throughout the Delaware Valley, PA region to strengthen the organization, its board, and staff.  The Center offers a wealth of programs and services to fit budgets, schedules, expectations and goals.  The Center respects that one size does not fit all and works smartly and thoroughly to place the right consultant on the right project.  Areas of consultant expertise include the following:

Strategic Planning
Board development & Nonprofit Governance
Resource Development
Financial Planning
Marketing & Communications
Executive Transitions
Partnerhsips & mergers
And more

Read more about the Center, their programs and services here.

It's March and there are all sorts of mood lifting events and situations unfolding - finally. I'm not a winter hater but the last two winters seem pretty long, cold and dreary. March brings a sense of hope - in spring and warm temps, in baseball, and in Lent/Easter for this Catholic gal.

I've caught one or two preseason games thus far but I cannot really get into them. There is too much uncertainty, too many sportscasters juggling plausibility and probability, and frankly, not enough of air time for my favorite Phillies player Carlos Ruiz. I'm anticipating opening day at the end of the month.

The concept of Opening Day had me thinking and pondering what that looks like in my primary industry, the performing arts. I have to say I think the equivalent of MLB's Opening Day is the month of September. Every venue will have its own Opening Night - the beginning of its series - but the concept is the same. Programmers have worked for the past 12-18 months selecting what they feel is the best mix of theater, dance, music and interdisciplinary art for their audiences. The EDs and TDs have signed off on contracts; the marketing team has put together a kick ass series brochure and spent all spring and summer creating individual marketing plans for each performance and event; the box office has been open, fielding and processing our calls and online orders; AP is gathering W9s from the artists and companies; and the TDs and production staff are running around getting everything together at the 11th hour (because that's just how they operate). It all leads up to the season's opening night that typically takes place in September.

And like baseball, there has been much talk and anticipation during the offseason of the upcoming season, the players, the lineup, and the alternates, of ticket and merchandise sales, and perhaps most of all, the talk of loyalty. It's difficult to ascertain if a player's abilities early in the season are a sign of things to come - for him and for the team. Similarly, it's difficult to judge a presenter or a self producing theater's season with the first performance or the first night of a month long play. Both MLB and the arts have LONG seasons - MLB with 6, maybe 7 months and the arts with 9 months (sometimes longer) - and both are industries and businesses that force endurance, perseverance and a consideration of the whole season to make any educated judgments and predictions.

We are all choosy about where our brand loyalties fall these days. Brand loyalty is built over time, years usually. It often looks like sticking by a brand though ups and downs, evolution, and redefining. I don't think anyone would argue they haven't known a moment in the life of their favorite team that didn't look like what I just described. The same goes for the arts. Over the course of 10-15 years I hope - actually I insist - that a brand experience some highs and lows so as to grow and challenge itself. It shouldn't be the same team or building or season today as it was then. But when we consider the whole, what brings us back? What makes us loyal fans? What gets us giddy for the opening day? Maybe the better question is why?

Opening Day is like that first month of performances in the arts. Very exciting and yet curious. Where will we be in several months? Will we have loved every second of the season? Did the team - or rather the brand - live up to its promise? Take us on a ride of a lifetime? Provide emotional and intrinsic attachment and value? Do we leave feeling like we are part of something bigger than ourselves?

As MLB sets to open its season in 2 weeks, the arts begin to wind down. Once industry will keep me glued to my seat in the evening and the other will have me anticipating September. It works out rather well too, being a loyal fan to both - as one closes in September, another opens.

What is the opening day equivalent in your industry? Are there any similarities in between the industries?

My Branding Tool Kit was announced today on PRWeb, a press release distribution company. It will target several industries - nonprofit, arts and entertainment, media and business.

The Branding Tool Kit is a series of exercises and activities designed to make brand building fast, easy and affordable for small businesses and nonprofits. Read the full release online at PRWeb:

http://www.prweb.com/releases/2011/03/prweb5144424.htm
 

A link to the recently created and published Constant Contact email promoting my Branding Tool Kit.

Piccadilly Arts is pleased to announce two year end contributions to organizations that share our mission of creating imaginative programs for youth and being a vehicle of social change.  Additionally, both organizations share our desire to do more locally.  Piccadilly Arts has donated to The Please Touch Museum in Philadelphia and also Tune Up Philly, a program of the Phildelphia Youth Orchestra. 

My son and I have spent countless hours at Please Touch this past year enjoying their exhibits, programs and events.  Every trip is a new experience for my son. 

I had the joy of experiencing Tune Up Philly earlier this fall at TEDxPhilly.  There wasn't a dry eye in the Kimmel Center watching this group of children perform, knowing they had never played an instrument in their lives in in 6 short weeks learned how to play, read notes, and perform in Perelman Hall.  Arts education and art for social change at its best.  More information on both organizations follows.

Tune Up Philly

"Tune Up Philly believes that music education is a powerful instrument in the development of children in challenging social and economic conditions. As they develop their creativity and self-expression during year-round, out-of-school-hours classical music training, the children will acquire valuable tools for cooperative learning, teamwork, academic success, and self-esteem." - Stanford Thompson, Director

Learn more about Tune Up Philly here.

Please Touch Museum

Since 1976, Please Touch Museum has been the Children’s Museum of Philadelphia. Our museum was the first in the nation whose target audience was families with children seven and younger. We have grown into one of the best children’s museums in the nation, have become experts in play and have had our programs for underserved families in the region nationally recognized. Our mission to enrich the lives of children by creating learning opportunities through play, enables us to lay the foundation for a lifetime of learning and cultural awareness.

Learn more about Please Touch Museum here.