In his new book, “INSPIRE GOOD: Nonprofit Marketing for a Better World,” Veteran Marketer Bill Weger delivers innovative strategies that help nonprofits overcome barriers to success. Several new nonprofit marketing books published recently have highlighted nonprofit communications, but INSPIRE GOOD takes a fresh look at the critical role of marketing in the rapidly evolving independent sector.

Weger is the founder and senior partner of Image One PR. He began his communications career at the American Red Cross more than 25 years ago and has received 40 national awards for marketing and public relations excellence. Published by Trafford Publishing in December 2011, the new guide shows nonprofits how to think proactively and extend their reach in the new era of social media, while also providing new techniques and tactics for marketing like a big corporation and government agency.

“INSPIRE GOOD: Nonprofit Marketing for a Better World is a savvy discussion of the complex intersection of philanthropy, nonprofit business, media cultures and marketing,” said Lutheran Services in America (LSA) President and CEO Jill Schumann. “Smart, encouraging and practical, INSPIRE GOOD is good inspiration for nonprofits to tell their stories in ever more effective and engaging ways. This new book should be on the reading list for any organization seeking members, donations, volunteers or partners.”

Holly Ross, Executive Director, NTEN, noted the book “gives nonprofit leaders a soup to nuts introduction to the role of marketing your cause. You may THINK you know that marketing means, but after you read this book, you’ll KNOW.”

The 196-page publication is available in hardback, paperback and electronic edition through online retailers, including Amazon and Barnes and Noble – with prices ranging from $3.99 to $26.00. The book includes marketing and branding insights from several leading nonprofits, including:

• The American Red Cross
• YMCA
• Lutheran Services in America
• Network for Good

Founded in 2002, Image One PR offers diverse services for associations, nonprofits and government agencies. Image One PR has earned 30 national and international awards for marketing, communications and public relations excellence, including APEX, Ava, Aster, Aurora, Communicator, Hermes Creative, MarCom and Telly Awards.

For Immediate Release

July 15, 2011

ROCKVILLE, MD – Image One PR received a 2011 APEX Award of Excellence for a print ad created for the U.S. Food and Drug Administration (FDA). The ad was distributed to more than 3,300 senior centers nationwide as part of a health education campaign designed to increase awareness about the benefits and safe use of generic drug products.

The effort focused on the creation of a series of radio Public Service Announcements (PSAs) and print ads targeting seniors. The campaign centered on two message themes, “Good to Go” and “Ready and Able.” The Ready and Able print ad was recognized by the 23rd Annual APEX Awards, which are based on excellence in graphic design, editorial content, and the ability to achieve overall communications excellence. More than 3,330 entries were received for the 2011 awards competition. For more information about the awards, visit www.apexawards.com.

Founded in 2002, Image One PR is a social marketing firm offering diverse services for associations, nonprofits and government agencies. Image One PR has received 29 national and international awards for marketing, communications and public relations excellence, including APEX, Ava, Aster, Aurora, Communicator, Hermes Creative, MarCom and Telly Awards.

For more information, contact Bill Weger: 301-519-8040.

For Immediate Release

May 10, 2011

ROCKVILLE, MD – Image One PR received a distinguished 2011 Gold Hermes Creative Award for an e -newsletter, The Collaboration Piece, it created for the Montgomery County Collaboration Council for Children, Youth and Families.

The social marketing firm previously created a brand strategy and visual identity for the Montgomery County out-of-school time system, including a new name (Excel Beyond the Bell), tagline (Laugh, Learn, Achieve), logo, brand materials, vision/mission statements and messages. In 2009, Image One PR also created a new “Time to Excel” video and website to help advance quality out-of-school time success in Montgomery County.

Administered by the Association of Marketing and Communications Professionals, the Hermes Awards recognize excellence in communications, marketing, and emerging media. This year’s Hermes winners were selected from more than 4,400 entries throughout the United States and several other countries. The Gold Award represents marketing and communications excellence that exceeds the high standards of the industry norm. About 19 percent of the 2011 entries were Gold Winners.

Founded in 2002, Image One PR provides public relations, marketing, and graphic design services to a range of private and public-sector clients in the Baltimore, Washington, Virginia Metro region.

For more information, contact Bill Weger at 301-519-8040.

ROCKVILLE, MD— Image One PR receives four leading communications awards for its “Time to Excel” video created for the Montgomery County Collaboration Council for Children, Youth and Families and its out-of-school time youth development initiative, Excel Beyond the Bell.

Image One PR earned the following 2010 awards for the video:

• Two Gold Hermes Creative Awards (Writing/Video Script and Video/Nonprofit Categories)
• A Bronze Telly Award (Not-for-Profit Video Category)
• An APEX Award for Excellence (PR, Public Information Video)

These awards recognize outstanding achievement in marketing and communications. Image One PR created the approximate four-minute video as an Excel Beyond the Bell fundraising tool and to help advance quality out-of-school time success in Montgomery County, Maryland. See the video at www.excelbeyondthebell.org/video.html

The Hermes Creative Awards, which are administered and judged by the Association of Marketing and Communications Professionals, recognize outstanding work in the communications industry. About 18 percent of the entries win a Gold Award. More than 3,500 entries were submitted to this year’s international competition. For more about the awards, visit www.hermesawards.com

The Telly Awards receive more than 13,000 entries annually from the finest ad agencies, production companies, TV stations, cable companies, interactive agencies and corporations in the world. For more about the awards, visit www.tellyawards.com

The APEX Awards are based on excellence in graphic design, editorial content and the ability to achieve overall communications excellence. For more about the awards, visit www.apexawards.com

Previously, Image One PR created a brand strategy, website and visual identity for the Montgomery County out-of-school time system, including a new name (Excel Beyond the Bell), tagline (Laugh, Learn, Achieve), logo, brand materials, vision/mission statements and messages.

Founded in 2002, Image One PR (www.imageonepr.com) provides public relations, marketing, and graphic design services to nonprofits and public-sector clients in the Baltimore, Washington and Virginia Metro region. The Rockville-based firm has received 26 national and international awards for communications excellence.

For Immediate Release
April 15, 2010

ROCKVILLE, MD. – Image One PR Consulting, LLC has been awarded a contract to provide social marketing support for a diesel idle reduction awareness campaign that will be launched this summer in the Washington-Baltimore and Northern Virginia regions.

The Metropolitan Washington Council of Governments (COG), in collaboration with the District Department of the Environment (DDOE), the District Department of Transportation (DDOT) and the Maryland Department of Environment (MDE) is kicking off the campaign to:

• Increase idle reduction awareness and reduce diesel emissions.
• Promote idle reduction as a positive behavior that helps bus and truck drivers to avoid fines, save money, cut fuel costs, and reduce engine wear.
• Improve public health, protect the environment and enhance the quality of life for residents and visitors to our Nation’s Capitol.

Image One PR will serve as a subcontractor to Equals Three Communications in Bethesda, MD. Image One PR services delivered under the contract include social marketing campaign development, communications research, messaging, media relations, partnership development and special events coordination.

About Image One PR

Founded in 2002, Image One PR is a social marketing firm offering diverse services for associations, nonprofits and government agencies. Image One PR has won more than 20 national and international awards for marketing, communications and public relations excellence, including APEX, Aster, Aurora, Communicator, Hermes Creative, MarCom and Telly Awards.

For more information, contact Bill Weger: 301-519-8040.

Love is in the air. Emotion. Passion. Obsession. Commitment. In branding circles, it’s the intense effort by companies to woo customers. Consumer courting has been going strong for more than a century, and the goal is getting past the first date to a meaningful relationship and even marriage. But how do you build chemistry and customer connection? It’s cutting through the clutter and getting in touch with your customers’ deepest emotions.

Brands that Move Us

Just look at some of the most notable ad campaigns and slogans that have reached or continue to reach consumers on an emotional and personal level.

• “I’m Loving it” (McDonalds)
• “We bring good things to life” (General Electric)
• “Reach out and touch someone” (AT&T)
• “Share the Fantasy” (Chanel)

Popular brands strike a responsive and emotional chord. They extend to colors, packaging, texture, the senses, and the total customer experience. Consumers come to trust brands that inspire, comfort, entertain, and engage them.

Building Trust and Rapport

Trust is a key brand value for both companies and nonprofits. This is the basis for the Volvo campaign centered on safety. “Volvo for Life” is about commitment, assurance, and customer loyalty. Building trust is also the driving force behind Allstate’s “you’re in good hands” slogan that has connected with consumers for more than 50 years.

Embracing the Senses

Brands come in many shapes, sizes, and scents, and often embrace the senses. For 100 years, Crayola crayons have combined color and smell to create an unforgettable experience. Yale University researchers tell us that the smell of crayons, along with coffee and peanut butter, are among the 20 most recognizable smells in the United States. Smell has the ability to trigger the memory, but sound is also a compelling tool for altering mood and product experiences.

Who can forget the snack, crackle, and pop of Kellogg’s Rice Krispies? Or the plop, plop, fizz, fizz of Alka-Seltzer. Touch is another strong sense that builds lasting brand connection. “Please don’t squeeze the Charmin.” And taste, too, has been the focus of several legendary campaigns. For example, “Tastes great, less filling” (Miller Lite) and “Sorry Charlie. Starkist wants tuna that tastes good, not tuna with good taste.” (Starkist Tuna)

Give Your Brand Personality

Many companies and the federal government, too, have created brand personality by introducing characters, including Uncle Sam, Smokey Bear, the Energizer Bunny, the M & M icons, the GEICO Gecko, and the AFLAC duck. These popular characters reinforce the brand and give it personality with humor, attitude, and lots of energy.

Reaching  the Heart

The best brands reach into peoples’ hearts to let them know you respect them, recognize them, and want to build trust and a positive relationship. It is about being authentic.

Walt Disney summed it up well: “People spend money when and where they feel good.” Evoke positive emotions about your product or service and you can begin connecting with customers and clients.