Whether you are managing a single program or an entire public health department, understanding the basic principles of branding and marketing can be crucial to your success. Every program and organization has key stakeholders. The goal of this course is to offer concrete strategies for communicating with those stakeholders in order to support your broader program and organizational goals.

For the sake of simplicity, we chose to use the example of a highly-focused community organization throughout this course, but the principles, strategies, and tactics outlined in the course can easily be applied to other types of organizations.

What you’ll learn

After completing this training, you will be able to:

• Describe the four pillars of building a strong brand
• Outline the steps for developing an effective marketing communications plan which include:
  • Understanding the mission and goals
  • Knowing the audience
  • Identifying the core umbrella messaging
  • Defining messaging by target audience, and
  • Identifying and prioritizing tactics
• Describe the importance of educating staff and other stakeholders on desired brand behaviors
• Identify and track success metrics

Subject Matter Expert

• 
  Michele Levy
  Marketing Consultant
  ML Brand Strategy Consulting