East Bay Coalition for the Homeless - Roger Williams University
East Bay Coalition for the Homeless - Roger Williams University East Bay Coalition for the Homeless - Roger Williams University
Creative Objectives, Strategies & Tactics Crea%ve Objec%ves Crea%ve Strategies What we want to accomplish What to say and How to say it Create a new brand identity Create a new logo and tag line and design a new website Tell the EBCH story Tell a compelling story Emphasize that homelessness is not confined to any one group of people Address negative stereotypes of homelessness Explain how a contribution to the EBCH makes a difference Within privacy guidelines, personalize the story Encourage participation Explain why the EBCH is a worthy organization Invite potential donors to join the EBCH in making the difference Encourage current donors to continue the collaboration with the EBCH Creative Tactics Use colors that connect with current EBCH logos and materials Communicate competency and professionalism Create a sense of urgency Create a sense of being part of something important, of being able to make a difference Use photos to communicate activity and participation and to highlight those involved 17
Logo The existing logo, while recognizable, was not unique, because of its similarity to the RICH logo, and some thought it looked “childish.” Several options were presented for an updated logo and, after discussion and refinements, the one below was selected. EAST BAY COALITION FOR THE HOMELESS 18
- Page 1 and 2: EAST BAY COALITION FOR THE HOMELESS
- Page 3 and 4: CPC Project Disclaimer: The reader
- Page 5 and 6: Table of Contents Executive Summary
- Page 7 and 8: Project Goals & Objectives Client R
- Page 9 and 10: Fall 2012 Baseline Board Survey See
- Page 11 and 12: Situation Analysis Organizational A
- Page 13 and 14: Competitive Analysis: Internet Acce
- Page 15 and 16: Competitive Analysis: Social Media
- Page 17 and 18: Competitive Analysis: Differential
- Page 19 and 20: SWOT Analysis Strengths 1. Staff’
- Page 21: Positioning Strategy There are a nu
- Page 25 and 26: Additional Messaging Under the “O
- Page 27 and 28: Communication Objectives, Strategie
- Page 29 and 30: Blogging Blogs provide a voice for
- Page 31 and 32: Facebook Guidelines & Strategies 1.
- Page 33 and 34: LinkedIn LinkedIn can help the EBCH
- Page 35 and 36: Youtube/Vimeo Short videos provide
- Page 37 and 38: Press Releases/Media Advisories/New
- Page 39 and 40: Suggested Events 1. Walk-together:
- Page 41 and 42: RIPTA Advertising A program of “i
- Page 43 and 44: Donor Premiums There are a number o
- Page 45 and 46: Sample Executions Sample Business C
- Page 47 and 48: EAST BAY COALITION FOR THE HOMELESS
- Page 49 and 50: Campaign Evaluation What to Track W
- Page 51 and 52: Appendix A Fall 2012 Research Repor
- Page 53 and 54: Executive Summary This report discu
- Page 55 and 56: Research Process Research Objective
- Page 57 and 58: Findings and Analysis Statistical A
- Page 59 and 60: If you were not on the EBCH board,
- Page 61 and 62: If you were asked to describe the E
- Page 63 and 64: If the EBCH did not exist, what wou
- Page 65 and 66: EBCAP Board Responses: Again, messa
- Page 67 and 68: The spread of the ratings is presen
- Page 69 and 70: C. How the Relationship with the EB
- Page 71 and 72: Board Survey 66
Creative Objectives, Strategies<br />
& Tactics<br />
Crea%ve Objec%ves <br />
Crea%ve Strategies <br />
What we want to accomplish<br />
What to say and How to say it<br />
Create a new brand identity<br />
Create a new logo and tag line and design a new website<br />
Tell <strong>the</strong> EBCH story<br />
Tell a compelling story<br />
Emphasize that homelessness is not confined to any one<br />
group of people<br />
Address negative stereotypes of homelessness<br />
Explain how a contribution to <strong>the</strong> EBCH makes a<br />
difference<br />
Within privacy guidelines, personalize <strong>the</strong> story<br />
Encourage participation<br />
Explain why <strong>the</strong> EBCH is a worthy organization<br />
Invite potential donors to join <strong>the</strong> EBCH in making<br />
<strong>the</strong> difference<br />
Encourage current donors to continue <strong>the</strong> collaboration<br />
with <strong>the</strong> EBCH<br />
Creative Tactics<br />
Use colors that connect with current EBCH logos and materials<br />
Communicate competency and professionalism<br />
Create a sense of urgency<br />
Create a sense of being part of something important, of being able to make a difference<br />
Use photos to communicate activity and participation and to highlight those involved<br />
17
Change language