Last week my travels took me to Phoenix, Arizona and the Association of Fraternity/Sorority Advisors (AFA) Annual Meeting for the launch party for the newly established Circle of Sisterhood Foundation. As a volunteer for Circle of Sisterhood I offer my marketing and fundraising expertise (and a little of my elbow grease too). In these trying economic times, where donors are increasingly difficult to acquire, one might think it is less than ideal to establish a new non-profit organization. But knowing how to position your organization with your target audience has more to do with your success than the economy. It also means using the resources you have wisely.

Guerrilla marketing is all about creating buzz and using unconventional marketing tactics. The father of guerrilla marketing, Jay Conrad Levinson, defines it as “achieving conventional goals, such as profits and joy, with unconventional methods, such as investing energy instead of money.” Levinson and co-authors Chris Forbes, and Frank Adkins wrote the book Guerrilla Marketing for Nonprofits and in it they offer scores of marketing ideas that are low cost or completely free. For a small business or non-profit organization guerrilla marketing can be useful tactic. But as with all marketing it must be authentic to your organization, relevant to your target audience, and both strategic and meaningful. Circle of Sisterhood took advantage of guerrilla marketing tactics to achieve all of the above.

With a solid marketing plan and committed volunteers, Circle of Sisterhood is positioning itself as the avenue for sorority women to work together to make education possible for women around the world. The organization’s founder, Ginny Carroll, had an ah-ha moment after reading the book, Half the Sky, which details the oppression of women throughout the world. In the marketing materials prepared by the organization they remind their target audience, sorority women, that in the late 1800s, American women stood together for the right to go to college. The sorority movement began as a system to support women in their academic efforts. Now, 140 years later, there are more than 4 million sorority women. More important, they are educated women. By joining together, they have an opportunity to continue the legacy of their Founders’ by helping less fortunate girls and women go to school around the world.

Stay tuned tomorrow for a list of the guerrilla marketing tactics used by Circle of Sisterhood.

There is no way to describe how each day goes at Willow. No two days have been, or will be the same. Sure, they have things in common such as production meetings, brainstorms and catching up on timesheets, but the “emergencies” as Kelly calls it never fail to come at an interesting time. There’s always someone coming or going from the office, both shrubs and visitors. With the central location of my desk in the office, I can see everything that is going on (there just so happens to be a slick spot by the corner of my desk that catches someone at least once a week). As far as work, I mock-up pieces (recently got a new bone folder!), make edits, create RFP’s, prep files for print, design ads and other print pieces, photography and even had the opportunity to design my first working website! Working with the other graphic designers and account executives, I’m realizing a lot about the “real world” rather than just what is taught in college. I’m given a lot of opportunities here to learn from those around me and hopefully grow from experiences. No matter what the day-to-day work entails, I always am looking forward to what will happen tomorrow.

These have become my signature treat at holiday gatherings. They are easy to make — practically no cooking at all. That’s what makes them so wonderful! Since the liquor is added after the cooking is complete, they retain the full kick of the bourbon (or rum, if you prefer). It’s like a little shot in a tasty chocolate cookie. You’d be amazed how quickly these little cookies can spread holiday cheer.

Bourbon Balls

1     cup semisweet chocolate chips
1⁄2   cup white sugar
3     tablespoons corn syrup
1⁄2   cup bourbon (or more, if you like)
21⁄2 cups crushed vanilla wafers (about 1 box)
1     cup chopped walnuts (optional)
1⁄3  cup powdered sugar

Place chocolate chips into a microwave-safe medium bowl. Heat in microwave for 1 minute, stir and then continue to heat at 20 second intervals, stirring between each, until melted and smooth. Stir in white sugar and corn syrup. Blend in bourbon. Add crushed vanilla wafers and chopped nuts. Mix until evenly distributed. Cover and refrigerate until firm. Form the chilled mixture into bite-size balls by rolling them in your hands. Roll balls in powdered sugar and chopped nuts. Store in a covered container for a week before serving (if you can wait that long) to blend the flavors.

This just in: Team web has come down with a serious case of the Christmas Spirit. Watch out! It’s highly contagious!

Brands. We’re surrounded by them. Just take a look in your kitchen cabinet, refrigerator or even your office supply closet and you’ll find them. Webster’s Dictionary defines a brand as a “kind, grade, or make, as indicated by a stamp, trademark, or the like,” which is the definition with which we are most familiar. However, the origin of this word is actually associated with “burning, a burning piece of wood, torch, sword.” Thinking about what we associate a brand with and the origin of the word, it makes sense that this word now means what it means today. These brands we come in contact with every day are in a sense, burned into our minds. We recognize Coca Cola the moment we see that bright red can and swirly font. If Coke were to dramatically switch its cans to a bright blue, we would possibly confuse it with its competitor Pepsi.

Why do I bring this to your attention? Because building and maintaining a brand is all about consistency. It’s about taking that mark, that color, that word and using it the same way every time in front of your consumers. As stated in the example above, we know Coca Cola because of this consistency. Any change in that, would confuse us. It’s the same reason why when food products update their packaging, the designer includes the line, “New Look – Same Great Taste” on the package. That change in consistency somehow makes us think the taste of the barbecue potato chips in the bag has magically changed just because the packaging has. Now there’s nothing wrong with updating the look of a brand if it’s outdated and needs to be refreshed and will help in sales. That’s not what this post is about.

This post is about keeping that consistency. As a brand, what’s your voice? How do you look? Do people know who you are the moment they see your brand used in print and on the web? If I get a solicited piece of mail from you today and get another piece next week, will I know that it came from the same brand? These are all questions that brand managers, like myself, must keep in mind. If you want to be known and remembered, be consistent – AND make sure everyone on your team understands this as well.

So what are your thoughts? What are some brands that you feel maintain this consistency and some that, well, pretty much have dropped the ball?