brand strategy & key messages – final presentation to ucm by taproot pro bono service grant...

United Community Ministries (UCM):

Brand Strategy & Key Messages Presentation

June 16, 2011

Brand Strategy & Key Messages Presentation 2

Content Outline

• Organization Description

• Objectives

• Discovery

• Brand Strategy

• Key Features & Benefits

• Key Messages

• MARCOM Audit

June 16, 2011

UCM Organization Description

UCM is the most comprehensive non-profit

human services provider in southeastern Fairfax

County. Operating since 1969, UCM helps low-

income individuals and families fight poverty,

hunger and homelessness while creating self-reliant

members of the community.

UCM is deeply rooted in the community and thrives

on the support of people who live and work in

Fairfax County.

3June 16, 2011Brand Strategy & Key Messages Presentation

Fairfax

County

Community

Support

Enrich

Low & extremely low-income Southeastern Fairfax County residents

United

Community

Ministries

Food,

Shelter,

Health

Education &

Employment

Services

Stable

Lives

Vital

Emergency

Services

Organization Description:UCM provides for those in need today and

empowers them for long-term independence.

Longer term independence

Immediate needs

June 16, 2011Brand Strategy & Key Messages Presentation

Objectives:UCM Messaging & Positioning

Increase donor revenue by:

Expanding overall community (residents & business)

awareness, education and appreciation of UCM

(brand)

Expanding UCM’s donor base into new demographics

(i.e. ages/generations, cultures)

Increasing the frequency and size of contributions (from

individuals, businesses & corporations, foundations,

government)


Discovery Stage: Scope of UCM Stakeholder Interviews

• 10 Interviews across UCM ecosystem

– Board Members (past & present)

– State & County Officials

– Community Leaders

– Corporate Sponsors

– Volunteers

Note: interviews were not conducted with any UCM clients


Discovery Stage:Stakeholder Interview Analysis [Pg 1 of 2]

• Comments relating to Lack of awareness and visibility of UCM– UCM needs to be known.

– One problem with awareness of UCM is few people have reason to drive down Fordson; visual

presence is not there.

– People think of UCM as emergency relief for low-income people only.

– UCM is distinguished in human services but not enough people know about it.

– Branding, better job? = UCM needs a facelift.

• Comments relating to UCM’s services and capabilities– “UCM takes care of people. They don’t just provide food and shelter, they put them on the right

path.”

– UCM is dedicated to help people in need get in touch w/ the right people; people who are mired

in problems are given opportunities to get out of them, not just get help.

– “TOTAL CONTINUUM OF SERVICES”

– “UCM’s core is [delivering] basic needs, emergency assistance in that corridor.”

– UCM “one of the most comprehensive human services charities in this area” of all who do wide

range of services.

– UCM Personality = CARING, see a problem, they try to fix it. Their arms are spread very wide.


Discovery Stage:Stakeholder Interview Analysis [Pg 2 of 2]

• Comments relating to Challenges & opportunities faced by UCM– “Leadership and strength” are critical to success of UCM.

– They need plan; realizes UCM developed strategic plan some years ago but not sure how it’s

being used.

– BEL Center should have $ pouring into it – it’s a means for economic development because it’s

a wonderful day care and educational center that allows parents to work (i.e. Target, Walmart –

in fact, one mother works at Target).

– UCM has credentials of trust – they’re not likely to fail – but THEY NEED TO BE CREATIVE,

THINK OUTSIDE OF THE BOX.

– Hard for UCM to get the word out about them with their budget.

– It’s hard to educate the community because people want their problems to be a secret.

• Other Comments…

– What kind of vacuum would there be if UCM disappeared?

“catastrophic.”


Brand Strategy:UCM’s Brand Value & Personality Audit

• Dedicated & Committed; proven

• Reliable; compassionate, caring, nurturing

• Critical to the community; yet not well known –

or known for different [fragmented] things

9

Reliable

Dependable

Friend

Trust

Respectful

Holistic

Heroes (Heroic)

Community lifeline

Sustaining

Proven track record /

Established

Legacy

Compassionate

NurturingAmazing accomplishments


Brand Strategy:UCM Audience Communications [1 of 2]

Stakeholder Communications

Objective

What do we offer them? What do they want from us?

Community

(individuals, business,

faith communities,

Latinos and other under-

served populations)

To educate the community at

large about UCM’s mission and

services and develop respect

and awareness

Insight into UCM’s mission, depth of

services, value to people in need and

community at large

A safe and stable community that is

economically and socially healthy;

without impoverished residents; pride

in their community

Funders (Donors) To strengthen the respect and

awareness of UCM, resulting in

significant financial support over

the long-term

A way to support an organization that

makes a difference and will add to

funders’ reputations

Evidence that UCM makes a difference

in the community (beyond providing

emergency services) by helping people

get on their feet

Board of Directors To strengthen their commitment

to UCM and fundraising

Sense of purpose, accomplishment,

and fulfillment

Trust that we are fulfilling our mission

effectively

Clients To make them aware of the

continuum of services available,

empowering them to be part of

the community at large

Emergency services and a way to

improve and sustain higher standards

of living through a variety of

interrelated services

A better way of life so they don’t need

to depend on receiving human services

assistance


Brand Strategy:UCM Audience Communications [2 of 2]

Stakeholder Communications

Objective

What do we offer them? What do they want from us?

Public Officials To strengthen relationships,

increase knowledge of UCM

and publicly endorse financial

support for UCM

Ways to improve the areas they

represent so they can be proud of their

communities (and get re-appointed, re-

elected, re-hired)

Evidence that we are enhancing the

community by helping low income

people get on their feet and become

contributory members of the community

Community

Leaders/Activists/

Civic Groups &

Chambers

To have their vocal and active

support in community and

official forums

A sense of purpose and

accomplishment

Evidence that we are enhancing the

community by helping low income

people get on their feet and become

responsible members of the community

Employees To ensure a clear and consistent

understanding and conveyance

of UCM’s mission

A succinct description of what they do

and pride in where they work

Consistency and clarity in all

communications about UCM;

confidence that their work makes a

difference

Volunteers To ensure a clear and consistent

understanding and conveyance

of UCM’s mission

A way to donate their time and

support to help people in need and

drive the UCM mission

Appreciation and value for their

contributions in support of the UCM

mission


Brand Strategy:Message Positioning [pg 1 of 2]

Topic •Expand overall community (residents, businesses & public officials)

awareness, education and perception of UCM [brand]

•Expand UCM donor base – demographics, frequency & size (value)Target Clients:

• Low and extremely low-income families and individuals who require help meeting basic

needs and are trying to achieve self-reliance

Donors:• Individuals and corporations with an interest in eliminating poverty and improving the long

term well-being of individuals, families, and communities, including opportunities for education

and employment

• A broader donor constituency, including those who are younger and more culturally diverse,

economically stable and well-to-do, and business/corporate sponsors

Need Clients:• Who need emergency or basic needs assistance (food, medical, shelter, and other social

services)

• Who need help developing independent living skills

• Who need to improve their employment levels to stave off the effects of poverty

• Who need child care and early childhood programs

Donors:• Impress upon prospective donors that it is in everyone’s best interest to help improve the

lives of the most vulnerable, which will improve the community at large

•To enhance people’s perceptions of UCM by clarifying UCM’s vital role in the social and

economic development and stability of Fairfax County


Brand Strategy:Message Positioning [pg 2 of 2]

Topic •Expand overall community (residents, businesses & public officials)

awareness, education and perception of UCM [brand]

•Expand UCM donor base – demographics, frequency & size (value)Alternatives •Organizations/non-profit /government programs that operate in Fairfax County and provide

fragmented or limited scope basic needs assistance services.

Our Offering •We offer comprehensive services to meet clients’ immediate needs and programs to help

people become self-sufficient, active members of the community.

Competitive

Advantage

•Operating since 1969 with a proven track record of successfully responding to the needs of

people in southeastern Fairfax County.

•Extensive range of programs and services are delivered to address needs and foster self-

reliance.

•Leading provider (on a direct-client basis) of emergency services in SE Fairfax County.

•Enhancing the quality of life for all residents in SE Fairfax County by offering a variety of

ways for clients to become self-sustaining members of the Fairfax community.

•Eradicating poverty through a holistic, programmatic approach to stave off emergency needs

and help low-income members of the community develop self-reliance.



Key UCM Service Features

UCM Services and programs:

• FOR IMMEDIATE NEEDS

• Emergency Assistance

• SELF-RELIANCE PROGRAMS

• Workforce Development Center

• Healthy Families, Childcare, and Early Education Services

• Housing programs

• COMMUNITY ENGAGEMENT PROGRAMS

• Community Development Programs

• Back Porch Store

June 16, 2011

UCM provides comprehensive programs and services to

meet immediate needs and develop long-term independent

living skills


Key UCM Service Benefits

Offer vital services for those in need

Allow individuals and families to improve their standards

of living by advancing their employment skills

Develop independent living capabilities (self-reliance)

Offer a comprehensive and holistic scope of services

Improve the conditions and quality of life for Fairfax

County residents

Provide its residents with a sense of well being, safety

and stability within their community

June 16, 2011


UCM Key Messages: Overview

• Key Messages are…

– What you want your target audience to remember and react to

– A set of agreed-upon messages

– Intended to act as a foundation for all internal/external marketing

and communication materials

– Written to ensure that all communications “speak” with one voice

June 16, 2011

UCM Key Messages: Recommended Variations

10-second elevator pitch

15-word organization description





News Release Boilerplate (short form)

News Release Boilerplate (long form)

Brand Strategy & Key Messages Presentation 17June 16, 2011


UCM Key Messages: 10-Second Elevator Pitch

UCM offers one of the most comprehensive assistance

programs for low-income individuals and families in Fairfax

County. UCM helps people fight poverty, hunger, and

homelessness and become self-reliant members of the

community.

June 16, 2011


UCM Key Messages: Organization Description – 15 Words

UCM combats poverty, hunger, and homelessness by providing

comprehensive basic needs assistance and self-reliance

programs.

June 16, 2011



UCM provides one of the most comprehensive services

programs for low-income individuals and families to fight

poverty, hunger, and homelessness and create self-reliant

residents of Fairfax County.

June 16, 2011



UCM is one of the most comprehensive non-profit human

services provider in southeastern Fairfax County. Since 1969,

UCM has helped low-income individuals and families fight

poverty, hunger, and homelessness through basic needs

assistance; early childhood development; healthy families

support; and jobs skills training. The results of UCM’s

programs resonate throughout Fairfax County.

June 16, 2011

22


UCM is one of the most comprehensive nonprofit services

providers to residents in southeastern Fairfax County.

Operating since 1969, UCM helps low-income individuals and

families by providing basic needs services (e.g., emergency

food, medical, housing assistance) and long-term independence

programs. UCM is well-known as a reliable safety net and for

its successful housing, employment, education, and healthy

family programs. These programs include employment

counseling and job placement; early childhood development and

education programs; a child abuse and neglect prevention

program; youth development programs; neighborhood

development centers in partnership with the community;

transitional housing programs; and the Back Porch Thrift Store.

Brand Strategy & Key Messages Presentation June 16, 2011



UCM is the most comprehensive non-profit human services provider to residents in southeastern Fairfax County. Since its creation in 1969, UCM has helped low-income individuals and families by providing basic needs services (i.e. emergency food, medical and housing assistance) and longer-term programs to promote self-reliance and independence. UCM has earned its reputation as a reliable safety net, in addition to successfully running housing, employment, education, and healthy family programs. These include employment counseling and job placement; early childhood development and education programs; a child abuse and neglect prevention program; youth development programs; neighborhood development centers in partnership with the community; transitional housing programs for the homeless; and the Back Porch Thrift Store.

UCM plays a vital role in social and economic development and is committed to help people become self-reliant, contributing members of the community. At the Bryant Early Learning (BEL) Center, UCM provides services that include childhood development, developmental health screening, and comprehensive learning programs. Through its employment programs, UCM helps people improve their economic stability with job skills training and classes to foster long-term employability.

UCM’s mission is “to assist families and individuals to improve the quality of their lives in a manner that builds their self-reliance and fosters their ability to function at the greatest level of their economic and social capacities.” UCM is Fairfax County’s leading direct service provider of basic needs services. In its fiscal year ending June 30, 2010, UCM provided life-changing assistance to more than 14,000 people from over 5,600 families in Fairfax County.

June 16, 2011

June 16, 2011Brand Strategy & Key Messages Presentation 24

UCM Key Messages: News Release BoilerplateShort Form

United Community Ministries (UCM) is a community-based

non-profit social services provider in Fairfax County.

Operating since 1969, UCM helps low-income individuals and

families fight poverty, hunger, and homelessness. UCM’s

mission is to assist families and individuals to improve the

quality of their lives in a manner that builds their self-reliance

and fosters their ability to function at the greatest level of their

economic and social capabilities.


UCM Key Messages: News Release BoilerplateLong Form

United Community Ministries (UCM) is a community based social services non-profit human services provider in Fairfax County established in 1969. UCM provides the most comprehensive assistance programs for low-income individuals, families, and neighborhoods in southeastern Fairfax County to help people fight poverty, hunger, and homelessness and to become self-reliant members of the community. UCM programs include emergency services, job skills training and job placement, professional child care services, youth development, the Creekside and Sacramento neighborhood development centers, a highly successful child abuse and neglect prevention program, two-year transitional housing programs for the homeless, and the Back Porch thrift store. UCM’s mission is to help families and individuals improve the quality of their lives in a manner that builds their self-reliance and fosters their ability to function at the greatest level of their economic and social capabilities. In its fiscal year ending June 30, 2010, UCM’s basic needs program distributed over 653,086 lbs of food and provided life-changing assistance to more than 14,000 people from over 5,600 families in Fairfax County.

June 16, 2011

Key Messages: Variations per Audience

COMMUNITY

DONORS


Since 1969, UCM has been committed to fostering healthy community

well-being among Fairfax County residents with the goal of creating safe

and stable neighborhoods that are economically and socially healthy,

without impoverished residents.

UCM is renowned for being the provider of the most comprehensive assistance

programs in southeastern Fairfax County, helping low-income people become

self-reliant, contributing members of the community. In addition to emergency

relief, UCM provides housing, employment, education and healthy family

programs to those in need. In its fiscal year ending June 30, 2010, UCM’s basic

needs program distributed more than 653,086 lbs of food. Its holistic range of

programs provided effective life-changing assistance to more than 14,000 people

from more than 5,600 families in Fairfax County. This was achieved by an

impressive direct program allocation of 92 cents from every dollar of donations

raised.


CLIENTS


UCM provides food, medical, and housing services to low-

income individuals and families in Fairfax County. UCM

assists Fairfax County residents during emergency situations

and gives them the tools to improve their standards of living.

UCM offers additional services, which include housing,

employment, education and healthy family programs.


PUBLIC OFFICIALS, COMMUNITY LEADERS, ETC…


UCM has been the most highly respected non-profit provider of

comprehensive human services for low-income individuals and families in

southeastern Fairfax County since 1969. UCM provides services to meet

people’s food, housing, and medical emergency needs, while running

programs that help individuals and families become healthy, self-sufficient,

contributing members of the community. In its fiscal year ending June 30,

2010, UCM provided life-changing assistance to more than 14,000 people

from over 5,600 families in Fairfax County. For more than 40 years, UCM

has remained deeply rooted in the Fairfax community, relying on support

from residents, community leaders, and public officials, to make Fairfax

County’s communities safe, stable, and economically and socially healthy,

without impoverished residents.


UCM MARCOM Audit Overview

This audit provides a way to focus marketing efforts, at a high level, by audience,

rather than by communication element.

The External Marketing Communications (MARCOM) Audit is a review of all

aspects of your marketing communications from the perspective of your target

customer. The audit searches for inconsistencies in message and appearance. It

searches for a lack of focus and continuity between what's promised and what's

delivered. Most of all, it seeks to determine if UCM is speaking with one voice;

and whether the perception by the market matches the organization’s intent. And

following this analysis, it offers suggestions for repairing weak links in the total

communications chain.

Given the recent changes to the brand strategy, this particular audit focuses more

on providing prioritized recommendations on what vehicles and strategies to use

to deliver the audience-specific messages presented earlier in this presentation.

June 16, 2011


UCM MARCOM Audit (1 of 3)

June 16, 2011

Audience(by Segment)

GoalsBudget /

Resources

Materials and

Programs Used

Evaluation Effectively communicates to this

audience?

Consistent with Brand Strategy?

Community at large:

individuals, civic orgs, faith

communities, schools

Develop extended

community awareness,

new funding resources

and build support of

existing donors

Develop planned giving

program

Payroll for salaries

for all fundraising =

3%

Sources:

Taproot grant app:

$126,439 of

$4,214,630 (= 3%)

Statement of

Functional expenses

6/30/09:

$8,575 of $2,825,303

(= 3%)

Mail & e-mail appeals;

website; meetings; press

releases; major events, i.e.

Gala, Capitol Steps*;

special purpose

solicitations; smaller

special events (restaurant

nights); e-newsletter –

staff, Friends, volunteers;

annual report, brochure.

Website

*need ROI figures for

fundraising efforts to

properly assess

Re-assess and target these audiences to

get “bigger bangs for the buck” – higher

ROIs. Currently, overly ambitious given

resources.

Increase percentage of staff/ staff time

devoted to fundraising and

communications, based on ROI for

fundraising programs, events, efforts.

Synchronize with messaging with emphasis

on UCM’s services benefiting

individuals/families and community overall.

FOR ALL AUDIENCES.

Online presence needs invigorating, i.e.

website needs to be more up-to-date (as

well as needing an overhaul). For

example, special events e-newsletter tends

look identical in each mailing, without

differentiating itself i.e. use color graphics,

pix to grab attention) FOR ALL

AUDIENCES.

Add young professionals to audiences, i.e.,

create event for them such as a smaller

gala.



June 16, 2011


GoalsBudget /

Resources

Materials and

Programs Used


audience?


Major Funders

( i.e. United Way, Fannie

Mae); foundation and

corporate grants

Renew annual

campaigns and apply

for funding from

foundations,

corporations

See above Dedicated senior level staff

time

Basic grant language for use

in different proposals and

other docs

E-news (presumably) to all

funders and potential

funders, as well as media

Annual report

= FOR ALL AUDIENCES

In harmony w/ messaging, expand outreach to

major donors focusing on impact in S.E.

Fairfax County and Fairfax County overall

(UCM’s comprehensive human services,

which provide emergency relief and programs

leading to self-reliance = UCM’s unique

brand.)

Research companies with employee match

programs.

Identify philanthropic executives and

individuals locally or with committed interest in

helping people in need (outside of Fairfax

County).

Business Cultivate existing and

develop new

relationships and

financial support

See above Dedicated senior level staff

time building relationships.

E-communications

(presumably) = newsletter,

event announcements, press

releases, press coverage

Annual report

In sync w/ messaging, stress UCM’s unique

brand as a comprehensive human services

agency with programs that build self-reliance

and stable communities fostering economic

development.

Expand beyond current business supporters

(including asking them about others).



June 16, 2011


GoalsBudget /

Resources

Materials and

Programs Used


audience?


Government Agencies Continue

existing grants

and apply for

future funding

opportunity

See above Dedicated senior level

staff time to meet w/

local and state gov’t

officials & write

proposals, fulfill

reporting requirements

E-communications

(see above)

In sync w/ messaging, stress UCM’s

unique brand as comprehensive

human services agency that provides

emergency relief and programs to

create self-reliance for those in need,

which fosters social and economic

development.

Board of Directors Encourage to

give and raise

funds as part of

board service;

See above Senior level staff time,

board members time

UCM is reviving this mission, which

can be fortified w/ dedication to

messaging, requiring training, w/

materials about how to use messages

and when.

Volunteers and Employees Cultivate

donations and

PR to give to

UCM

See above UCM staff who work

with volunteers

UCM staff needs message training as

well (less comprehensive than above)

to use to encourage volunteers to tell

others about volunteering or

contributing $.


Taproot TeamKirk Vespestad – Account Director

Neil Dziemian – Project Manager

Georgiana Bloom – Brand Strategist

Cecil Adams – Marketing Manager

Barrington Salmon – Copywriter

June 16, 2011

brand strategy & key messages – final presentation to ucm by taproot pro bono service grant...

Documents

visibility of ucm ucm

awareness of ucm

ucm personality

ucm leadership

success of ucm

appreciation of ucm

ucm audience communications

nurturing9 brand strategy