We want you to stop ignoring your brand. Your brand is who you are but, more importantly, it’s who the market thinks you are. And, guess what? If people don’t like your brand, they won’t donate to your cause. In this session, a branding specialist and digital expert come together to help you be honest about your brand, its personality, and the competitive landscape it lives in today. Learning how to differentiate yourself and say one thing, especially online, will help you communicate more effectively and boost your fundraising all at the same time. This is step one of a life-long investment in your brand. You may not be able to measure it but that doesn’t mean it isn’t important.

Learning Outcomes:

  1. Learn how to assess your brand by taking an honest look in the mirror – does what you say match who you are?
  2. Your donors want to feel like they are a part of something – learn how brand can build loyalty so your organization is not just something someone donates to, it’s a badge they wear
  3. Online is where people will see your brand the most – understand how consistency and repetition, particularly online, translate into recognition

Speakers
Jennifer Meriano

Director, Brand and Integrated Marketing

Stephen Thomas Ltd.

Jennifer Meriano is strategic, multidisciplinary brand director specializing in helping brands tell their story. Meriano, who joins ST from the commercial marketing side of the business, is charged with establishing and building new business relationships with non-profit marketers looking to address brand and integrated marketing challenges within their organizations. Meriano was most recently Senior Account Manager at Toronto-based The Mint Agency, where she helped steer cross-functional teams in the development and execution of a full-spectrum of integrated marketing campaigns covering web, print, direct and social channels. Previously, Meriano held marketing management roles at AOL Media Network and Softchoice Corporation. She is a graduate of York University in Toronto.

Faraaz Moledina

Digital Account Manager

Stephen Thomas Ltd.

Faraaz Moledina, Digital Account Manager, is a digital advertising professional who has had experience working on agency and client side, in the commercial space. Faraaz started his career in the advertising industry, working on digital projects for clients in the CPG and food services sectors. He managed the development of full websites, microsites, and social media campaigns. On the client side, he worked within the energy sector, coordinating and executing web content strategies for multiple business units within one of Canada’s largest energy companies. Since joining ST, Faraaz has deepened his understanding of digital marketing in the not-for-profit space, working on campaigns for clients like Cuso International, Médecins Sans Frontières/Doctors Without Borders Canada and Amnesty International.