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Pro bono Taproot Project--Key Messaging/Brand Strategy_SVdPtive+audit final (07 05-11).ppt [autosaved]

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Christine Oneto
Christine Oneto

Part of a three-pronged process: This portion included: Discovery findings & Competitive audit -- for the non-profit: St. Vincent de Paul (a free dining kitchen for the East Bay/Oakland community, who has attached service programs for: Chef training, job search skills, Redux: recycling/art program, along with others & their retail/discount stores. We re-branded and gave them a new mission statement and tagline: "Neighbors helping neighbors" ( I was one of 5 team members on the project)

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DISCOVERY FINDINGS & COMPETITIVE AUDIT CLIENT PRESENTATION 6 TH JULY 2011
WHERE WE ARE NOW (CONTINUED) Hold Kickoff Meeting Hold Site Visit, Sign Service Grant Agreement Present Discovery Findings and Brand Strategy (Draft 1) Revise, Present Final Brand Strategy with Marcom Audit and Key Messages Final Delivery and Board Training Complete evaluations
RESEARCH TO DATE PAGE ## | DATE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
RESEARCH TO DATE (CONT.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CURRENT BRANDING & IMAGES
DISCOVERY: CLIENT INTERVIEWS ,[object Object],[object Object],[object Object],[object Object],Who is St. Vincent de Paul Society?
DISCOVERY: CLIENT INTERVIEWS ,[object Object],[object Object],[object Object],[object Object],[object Object],What do we stand for & Where would we like to be?
KEY FINDINGS PAGE ## | DATE ,[object Object],[object Object],[object Object],[object Object],[object Object]
KEY FINDINGS: Overview / Consensus ,[object Object],[object Object],[object Object],[object Object]
KEY FINDINGS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
KEY FINDINGS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
KEY FINDINGS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
KEY FINDINGS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
COMMUNICATIONS S.W.O.T. STRENGTHS WEAKNESSES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],OPPORTUNITIES THREATS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Competitive Audit ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Competitive Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Key Takeaways : Hand-Up /Transitional Services and social enterprise options are not key differentiators vs. competitors
Competitive Summary cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Key Takeaway: Competitors who serve the broader target of “people in need” are your more direct competitors; however, those focused on low income and Seniors would compete in major segments of your client base
Competitive Overview (cont’d) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Key Takeaway: All competitors have a major presence in Alameda County and Oakland
Competitive Overview ,[object Object],[object Object],1 Goodwill was founded by a Methodist minister but is no longer affiliated with the Methodist church Key Takeaway : SVdP more direct competitors are those with religious affiliations Hand out only Hand out & Hand Up Secular Food Bank Goodwill 1 Berkeley Food & Housing Rubicon BACS Spiritual/ Religious Salvation Army St. Mary’s Center Catholic Charities
Competitive Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Competitive Advantages ,[object Object],[object Object],[object Object]
APPENDIX ,[object Object],[object Object]
COMPETITIVE AUDIT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Alameda County Community Food Bank TAGLINE “ Donate. Volunteer. Advocate. Make Us Stronger.”
COMPETITIVE AUDIT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],FRANK BETTE CENTER FOR THE ARTS TAGLINE … a place for meetings, readings, showings, and other creative doings… Unleash creativity!
COMPETITIVE AUDIT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Name: Goodwill “ Every person has the opportunity to achieve his/her fullest potential and participate in and contribute to all aspects of life.”
COMPETITIVE AUDIT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],NAME & Logo:
COMPETITIVE AUDIT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],St. Mary’s Center No Logo Tagline: Transforming Lives - Building Community Creating Change
COMPETITIVE AUDIT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Berkeley Food and Housing Logo Tagline: Be part of homeless solutions in Berkeley
COMPETITIVE AUDIT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],NAME: BACS (Bay Area Community Services) LOGO TAGLINE
COMPETITIVE AUDIT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Berkeley Food and Housing Logo Tagline: Be part of homeless solutions in Berkeley
COMPETITIVE AUDIT PAGE ## | DATE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],the Crucible TAGLINE: A non- profit collaboration of arts, industry & community
COMPETITIVE AUDIT PAGE ## | DATE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Rubicon Programs TAGLINE Begin the journey to change.
COMPETITIVE AUDIT PAGE ## | DATE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Salvation Army of Alameda County TAGLINE “ Doing the most good.”
CLIENT INTERVIEWS - Addendum ,[object Object],[object Object],[object Object],Additional Interview Quotes:
SVdP KEY MESSAGING/BRANDING Board Member Q & A - and - Thank you!

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Pro bono Taproot Project--Key Messaging/Brand Strategy_SVdPtive+audit final (07 05-11).ppt [autosaved]

  • 1. DISCOVERY FINDINGS & COMPETITIVE AUDIT CLIENT PRESENTATION 6 TH JULY 2011
  • 2. WHERE WE ARE NOW (CONTINUED) Hold Kickoff Meeting Hold Site Visit, Sign Service Grant Agreement Present Discovery Findings and Brand Strategy (Draft 1) Revise, Present Final Brand Strategy with Marcom Audit and Key Messages Final Delivery and Board Training Complete evaluations
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  • 35. SVdP KEY MESSAGING/BRANDING Board Member Q & A - and - Thank you!

Editor's Notes

  1. - mention: Handicapped & mentally ill