East Bay Coalition for the Homeless - Roger Williams University

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Executive Summary The East Bay Coalition for the Homeless is a program of the East Bay Community Action Program that provides housing and support services to homeless families. While the EBCH provides valuable services to the community, its work is not well known or recognized. Thus, while the need for assistance for the homeless has increased, donations have not kept pace. The EBCH requested assistance from Roger Williams University through the Community Partnerships Center. The EBCH requested support in the form of a branding study and a marketing strategy to attract new donors and to increase funding. The project was undertaken by three classes: Marketing Research in the fall of 2012 and a Special Topics Marketing class and a Web Development Center class in the spring of 2013. These last two classes began their work individually and then formed cross-disciplinary groups to complete the work. Although the EBCH does have a website and is using social media, neither avenue is being used to its fullest potential. What follows are suggestions to enhance these efforts to help achieve the dual goals of increased awareness and increased funding. More specifically, the report details plans for communicating the EBCH’s story via specific marketing objectives, strategies and tactics which include a new logo and tag line and a new website. The report suggests strategies that can be incorporated into the current work flow and builds upon the current work of the EBCH. The report also presents ways in which to create a more efficient platform for completing marketing tasks, creating opportunities for awareness and knowledge of the EBCH, and increasing consideration of the EBCH as a potential donation focus. The EBCH is viewed as a hard-working small organization. Instead, it needs to be viewed as a small organization making an important impact on individual families and on the East Bay Community. Accordingly, we suggest repositioning the organization to highlight the ways in which it is different from other Rhode Island organizations that address homelessness so that it will occupy a unique place in people’s minds. 1
Project Goals & Objectives Client Request Develop a market attraction/branding study for the EBCH, resulting in a strategic marketing plan to increase funding and awareness. This strategy will increase visibility in the community and ultimately increase financial support for the organization. Additional Goals Identify the current EBCH image Identify alternative images Identify how best to communicate the image Assess current fundraising efforts Primary Marketing Problem The EBCH is not well known among potential donors and volunteers. EBCH needs to increase its brand awareness in the East Bay and among high profile donors throughout Rhode Island. 2
Page 1 and 2: EAST BAY COALITION FOR THE HOMELESS
Page 3 and 4: CPC Project Disclaimer: The reader
Page 5: Table of Contents Executive Summary
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 and 22: Positioning Strategy There are a nu
Page 23 and 24: Logo The existing logo, while recog
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
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Findings and Analysis Statistical A
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If you were not on the EBCH board,
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If you were asked to describe the E
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If the EBCH did not exist, what wou
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EBCAP Board Responses: Again, messa
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The spread of the ratings is presen
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C. How the Relationship with the EB
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Board Survey 66
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THESE ARE QUESTIONS FOR EBCH BOARD
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ALL RESPONDENTS SEE THE REMAINING Q
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ALL9 * Listed below are four potent
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ALL14 How effective is each of thes
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Appendix B December 13, 2012, EBCH
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You would continue to advocate for
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How many events per year... Should
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Differentiating Characteristics •
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Appendix C Spring 2013 Research Res
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Education 60% 50% 40% 30% 20%
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Familiarity w/ Other Organizations
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Donations: EBCH and Others Reasons
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Donate to other charities 100% 90%
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Know Anyone Associated with the EBC
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Message Effectiveness Tested five r
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This first question is a SCREENING
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FD5 How likely are you to encourage
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FD9 Why do you no longer donate to
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CD5 How likely are you to encourage
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CD10 Which of these fundraising eve
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CM4 What percentage of people in th
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CM8 How likely might you be to dona
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CM12 What factors do you consider w
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CL5 What is the highest degree or l
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Networked Nonprofits: Maturity of P
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At this stage, the organization doe
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Organizations in this category have
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FOR IMMEDIATE RELEASE East Bay Comm
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Appendix G Radio PSA Alert Template
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Appendix I Press Kit Guidelines Wha
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Appendix J WordPress Guide 132
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East Bay Coalition for the Homeless - Roger Williams University

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