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...
RESEARCH TO DATE PAGE ## | DATE <ul><li>INTERVIEW SUBJECTS INCLUDE </li></ul><ul><li>Gary Flinder, President of the Board ...
RESEARCH TO DATE (CONT.) <ul><li>INTERVIEW TOPICS INCLUDED: </li></ul><ul><li>Funding, and funding as it relates to typica...
CURRENT BRANDING & IMAGES
DISCOVERY: CLIENT INTERVIEWS <ul><li>“ Wrap-around services. The clients can have a meal, shower, get their medical needs ...
DISCOVERY: CLIENT INTERVIEWS <ul><li>“ We want to move toward an organization that is relevant to the people we’re serving...
KEY FINDINGS PAGE ## | DATE <ul><li>Unique aspects of Client organization </li></ul><ul><ul><li>SVdP are lay people who ar...
KEY FINDINGS:  Overview /  Consensus <ul><li>What we have found:  How SVDP is different:  </li></ul><ul><ul><li>Feeding ov...
KEY FINDINGS <ul><li>Marketing/Fundraising Overall </li></ul><ul><ul><li>Situation with homeless and disenfranchised will ...
KEY FINDINGS <ul><li>Messaging successes and challenges </li></ul><ul><ul><li>Too generic. It’s not messaged enough to cut...
KEY FINDINGS <ul><li>Messaging successes and challenges (cont.) </li></ul><ul><ul><li>Messaging from a branding/marketing ...
KEY FINDINGS <ul><li>Strengths and Needs </li></ul><ul><ul><li>Core strength in feeding the hungry; efficient and well run...
COMMUNICATIONS  S.W.O.T. STRENGTHS WEAKNESSES <ul><li>Name recognition: Global organization with a long history </li></ul>...
Competitive Audit <ul><li>Organizations evaluated: </li></ul><ul><ul><li>Goodwill </li></ul></ul><ul><ul><li>Salvation Arm...
Competitive Summary <ul><li>Services offered </li></ul><ul><ul><li>Many competitors focused on helping their clients back ...
Competitive Summary cont’d <ul><li>Clients served varied </li></ul><ul><ul><li>Broad focus of “People in Need” vs. Narrow ...
Competitive Overview (cont’d) <ul><li>Competitors varied in geographic focus </li></ul><ul><ul><li>Berkeley and Greater Ba...
Competitive Overview <ul><li>Religious affiliation plays major role in Salvation Army and Catholic Charities </li></ul><ul...
Competitive Summary <ul><li>SVdP’s direct competitors for clients, volunteers and donations are: </li></ul><ul><ul><li>foc...
Competitive Advantages <ul><li>Broad-based direct, one-on-one services throughout Alameda County </li></ul><ul><li>Locatio...
APPENDIX <ul><li>Competitive Audits  </li></ul><ul><li>Additional Quotes </li></ul>
COMPETITIVE AUDIT <ul><li>MISSION </li></ul><ul><li>To alleviate hunger by providing nutritious food and nutrition educati...
COMPETITIVE AUDIT <ul><li>MISSION </li></ul><ul><li>The mission of Frank Bette Center for the Arts is to fulfill and build...
COMPETITIVE AUDIT <ul><li>MISSION </li></ul><ul><li>Goodwill Industries International enhances the dignity and quality of ...
COMPETITIVE AUDIT <ul><li>MISSION </li></ul><ul><li>Catholic Charities lifts people out of poverty by promoting self-suffi...
COMPETITIVE AUDIT  <ul><li>MISSION </li></ul><ul><li>St. Mary’s Center is a place in the heart of Oakland, California wher...
COMPETITIVE AUDIT  <ul><li>MISSION </li></ul><ul><li>To ease and end the crisis of homelessness in our community, Berkeley...
COMPETITIVE AUDIT <ul><li>MISSION </li></ul><ul><li>BACS is committed to developing stable, supportive services that promo...
COMPETITIVE AUDIT  <ul><li>MISSION </li></ul><ul><li>To ease and end the crisis of homelessness in our community, Berkeley...
COMPETITIVE AUDIT PAGE ## | DATE <ul><li>MISSION </li></ul><ul><li>* The Crucible  is a non-profit educational facility th...
COMPETITIVE AUDIT PAGE ## | DATE <ul><li>MISSION </li></ul><ul><li>Our mission is to move people with barriers to employme...
COMPETITIVE AUDIT PAGE ## | DATE <ul><li>MISSION </li></ul><ul><li>To preach the gospel of Jesus Christ and to meet human ...
CLIENT INTERVIEWS - Addendum <ul><li>“ SVdP provides supportive services to homeless and help with reentry into society af...
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]

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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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  • - mention: Handicapped &amp; mentally ill
  • Pro bono Taproot Project--Key Messaging/Brand Strategy_SVdPtive+audit final (07 05-11).ppt [autosaved]

    1. 1. DISCOVERY FINDINGS & COMPETITIVE AUDIT CLIENT PRESENTATION 6 TH JULY 2011
    2. 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
    3. 3. RESEARCH TO DATE PAGE ## | DATE <ul><li>INTERVIEW SUBJECTS INCLUDE </li></ul><ul><li>Gary Flinder, President of the Board of Trustees </li></ul><ul><li>Lori Arnold/SVdP Board, Chair of Special Works/Programs Committee </li></ul><ul><li>Katharine Miller, SVdP Director of Development </li></ul><ul><li>Shalyn Pugh, Community Relations Manager. </li></ul><ul><li>Darien Louie, Director, Public & Private Partnerships, East Bay Community Fund </li></ul><ul><li>Claudia Albano, Committee Member, Special Works/Programs Committee (City of Oakland) </li></ul><ul><li>Melanie Anguay, Director of Social Enterprises </li></ul><ul><li>Bernard Boudreaux, Senior Mgr., Community Relations, Target </li></ul><ul><li>Jill Bornor-Brown, Secretary, SVdP Board, Chair of Property Committee </li></ul>
    4. 4. RESEARCH TO DATE (CONT.) <ul><li>INTERVIEW TOPICS INCLUDED: </li></ul><ul><li>Funding, and funding as it relates to typical donors/religious affiliation </li></ul><ul><li>Breadth of the Services they provide & improvements to them </li></ul><ul><li>What their challenges in marketing and fundraising are & have been </li></ul><ul><li>The need for consistency amongst their programs and “sub-brands” </li></ul><ul><li>OTHER DISCOVERY INCLUDED: </li></ul><ul><li>Client brochures & articles </li></ul><ul><li>Client website </li></ul><ul><li>Client blog site </li></ul><ul><li>Initial kick-off meeting with tour at client location </li></ul>
    5. 5. CURRENT BRANDING & IMAGES
    6. 6. DISCOVERY: CLIENT INTERVIEWS <ul><li>“ Wrap-around services. The clients can have a meal, shower, get their medical needs – very comprehensive in how their needs are met.” </li></ul><ul><li>“ We are here to help others. We meet people where they are in life & customize the services depending on where we are located.” </li></ul><ul><li>““ SVdP is a social service organization that has a lot of programs to meet different needs of the community with the same common goal…helping the underserved get back on their feet.” </li></ul><ul><li>“ An incredible group of people with an untold story. An amazing group that cares about others and wants to do things for the community.” “A place where you can match your compassion to action.” </li></ul>Who is St. Vincent de Paul Society?
    7. 7. DISCOVERY: CLIENT INTERVIEWS <ul><li>“ We want to move toward an organization that is relevant to the people we’re serving and to this new group of upcoming supporters… baby boomers and millennials that will keep the organization alive” </li></ul><ul><li>“ The logo doesn’t say what they “do” …the logo really has to change because the way it is it probably speaks more to the donor-parish-support – Catholic community.” – </li></ul><ul><li>“ We are here to help others. We meet people where they are in life & customize the services depending on where we are located.” </li></ul><ul><li>“ They have an assumed affiliation with faith. It makes donors uncomfortable. They need to indoctrinate their potential donors as to the nature and associations of the organizations.” </li></ul><ul><li>“ If no one came to our door for food, we’d have done our job.” </li></ul>What do we stand for & Where would we like to be?
    8. 8. KEY FINDINGS PAGE ## | DATE <ul><li>Unique aspects of Client organization </li></ul><ul><ul><li>SVdP are lay people who are, in general: doing God’s work, taking care of the poor. </li></ul></ul><ul><ul><li>Doing this at the parish level, it is a local neighbor who may be the volunteer to deliver food/goods – door-to-door -- to a particular person in crisis. </li></ul></ul><ul><ul><li>SVdP meets people where they are in life & customize the services depending on where they are located. Giving that person what they need to go to the next step. Fostering independence is a goal. </li></ul></ul><ul><ul><li>When you dial 211 in Alameda County you are referred to SVdP. They’re calling for resources (food, clothing, help with bills, etc). </li></ul></ul>
    9. 9. KEY FINDINGS: Overview / Consensus <ul><li>What we have found: How SVDP is different: </li></ul><ul><ul><li>Feeding over a 1,000 people a day: is how you are different & unique . Also : How the Vincentians serves tens of thousands of people, as part of their vocation or Christian duty --- in every community of Alameda County, serving the poor in whatever capacity they need.   </li></ul></ul><ul><ul><li>Being in the heart of West Oakland, one of the poorest communities probably in the country , where your dining room is located. Special Works programs: food training, job training there, as well: This is one of your potentials in being unique. </li></ul></ul><ul><ul><ul><li> Being where the poor are & serving them there. </li></ul></ul></ul>
    10. 10. KEY FINDINGS <ul><li>Marketing/Fundraising Overall </li></ul><ul><ul><li>Situation with homeless and disenfranchised will get worse with the economy – more people to serve, less donations and less resources to serve them </li></ul></ul><ul><ul><li>Legacy donors are drying up while programs are expanding, causing a financial drain </li></ul></ul><ul><ul><li>Competitors have a defined service audience, but SVdP is open to all which makes fundraising difficult </li></ul></ul><ul><ul><li>With so many competitors, differentiation is key in standing out and getting the funding </li></ul></ul><ul><ul><li>Growth in Social Enterprise is key </li></ul></ul><ul><ul><li>Stores: the direction of fewer but more inviting stores is good, as well as notion of being green and environmentally friendly (Redux) </li></ul></ul>
    11. 11. KEY FINDINGS <ul><li>Messaging successes and challenges </li></ul><ul><ul><li>Too generic. It’s not messaged enough to cut through the religious aspect. No clear message. </li></ul></ul><ul><ul><li>There is nothing for the lay audience, to know exactly what they do: the logo doesn’t reflect it; the taglines are very generic. </li></ul></ul><ul><ul><li>“ Current message is not real clear. People don’t know that you don’t have to be Catholic to receive help from SVdP. We need to be a place for all people. We’re faith-based—anyone can get help.” </li></ul></ul><ul><ul><li>Key messaging that has been frequently used and successful: </li></ul></ul><ul><ul><ul><li>Pathways out of poverty, Help us help others! </li></ul></ul></ul><ul><ul><ul><li>SVdP is known for “feeding the poor, clothing the naked, providing shelter for the homeless.” </li></ul></ul></ul>
    12. 12. KEY FINDINGS <ul><li>Messaging successes and challenges (cont.) </li></ul><ul><ul><li>Messaging from a branding/marketing perspective is largely inconsistent </li></ul></ul><ul><ul><ul><li>Not able to capture who they are and what they are about, cannot tell the whole SDvP story well </li></ul></ul></ul><ul><ul><ul><li>Marketing materials & program branding are all different </li></ul></ul></ul><ul><ul><li>Challenges with religious affiliation </li></ul></ul><ul><ul><ul><li>Although an important element to Catholic donors or volunteers, this largely deters people, specifically, groups in the community who may be asked to sponsor events or give large donations </li></ul></ul></ul><ul><ul><ul><li>“ The only negative for SVdP is the religious aspect.” (quote from a participant in the interviews) </li></ul></ul></ul>
    13. 13. KEY FINDINGS <ul><li>Strengths and Needs </li></ul><ul><ul><li>Core strength in feeding the hungry; efficient and well run with a great training program – They are the only in county handing out meals 7 days a week! </li></ul></ul><ul><ul><li>Provides a full service to the needy; something that competitors do not all do </li></ul></ul><ul><ul><li>Needs to be more open to change and forward-thinking </li></ul></ul><ul><ul><ul><li>To reach younger targets for donors and volunteers </li></ul></ul></ul><ul><ul><ul><li>To create truly successful programs that appeals to a broader audience </li></ul></ul></ul><ul><ul><li>Needs to review and bring focus to their programs </li></ul></ul><ul><ul><ul><li>Currently SVdP programs are all across the board and may not be sustainable </li></ul></ul></ul><ul><ul><ul><li>Focus on the programs SVdP does well in and deepening those services to expand offerings </li></ul></ul></ul>
    14. 14. COMMUNICATIONS S.W.O.T. STRENGTHS WEAKNESSES <ul><li>Name recognition: Global organization with a long history </li></ul><ul><li>Well-known for feeding the hungry </li></ul><ul><li>Comprehensive services for the impoverished community </li></ul><ul><li>Vincentian community </li></ul><ul><li>Help whoever is needy, not faith-based </li></ul><ul><li>Grass roots </li></ul><ul><li>TIES </li></ul><ul><li>Inconsistency with program branding </li></ul><ul><li>“ Surface” nature of some services </li></ul><ul><li>Not recognized as readily as competitors </li></ul><ul><li>Spreading the organization too thin: resources/volunteers vs. needs of multiple programs </li></ul>OPPORTUNITIES THREATS <ul><li>Reaching out to new donor groups </li></ul><ul><li>The youth in the parishes: introducing SVdP to them .. Future donors – through volunteer opps., as well as all demographics (ages, genders), as well. </li></ul><ul><li>Partnering/engaging with sister orgs in other geos., (e.g. SF SVdP, etc.) </li></ul><ul><li>Downward economy </li></ul><ul><li>Competitors with clear single program and/or messaging </li></ul><ul><li>Shrinking “legacy” donor base </li></ul><ul><li>&quot;Negative” Catholic Church perceptions, for some. </li></ul>
    15. 15. Competitive Audit <ul><li>Organizations evaluated: </li></ul><ul><ul><li>Goodwill </li></ul></ul><ul><ul><li>Salvation Army </li></ul></ul><ul><ul><li>Alameda County Community food Bank </li></ul></ul><ul><ul><li>Crucible </li></ul></ul><ul><ul><li>Frank Bette Center for the Arts </li></ul></ul><ul><ul><li>BACS </li></ul></ul><ul><ul><li>Rubicon </li></ul></ul><ul><ul><li>Berkeley Food & Housing </li></ul></ul><ul><ul><li>St. Mary’s Center </li></ul></ul><ul><ul><li>Catholic Charities of the East Bay </li></ul></ul>
    16. 16. Competitive Summary <ul><li>Services offered </li></ul><ul><ul><li>Many competitors focused on helping their clients back on their feet through job training programs while also offering basic services such as food and shelter </li></ul></ul><ul><ul><ul><li>BACS </li></ul></ul></ul><ul><ul><ul><li>East Bay Charities </li></ul></ul></ul><ul><ul><ul><li>St. Mary’s Center </li></ul></ul></ul><ul><ul><ul><li>Berkeley Food & Housing </li></ul></ul></ul><ul><ul><ul><li>Rubicon </li></ul></ul></ul><ul><ul><li>Many offered social enterprise options </li></ul></ul><ul><ul><ul><li>Goodwill (retail) </li></ul></ul></ul><ul><ul><ul><li>Rubicon (Social Enterprise: Rubicon Landscaping) </li></ul></ul></ul><ul><ul><ul><li>Berkeley Food & Housing (auto and cell phone donations) </li></ul></ul></ul><ul><ul><ul><li>Catholic Charities (auto or boat donations) </li></ul></ul></ul><ul><ul><ul><li>Salvation Army (auto donations, thrift stores) </li></ul></ul></ul>Key Takeaways : Hand-Up /Transitional Services and social enterprise options are not key differentiators vs. competitors
    17. 17. Competitive Summary cont’d <ul><li>Clients served varied </li></ul><ul><ul><li>Broad focus of “People in Need” vs. Narrow focus of low income, seniors, homeless, or mentally challenged </li></ul></ul><ul><ul><ul><li>People in Need </li></ul></ul></ul><ul><ul><ul><ul><li>Salvation Army </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Goodwill </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Catholic Charities </li></ul></ul></ul></ul><ul><ul><ul><li>Low Income </li></ul></ul></ul><ul><ul><ul><ul><li>Rubicon </li></ul></ul></ul></ul><ul><ul><ul><li>Homeless </li></ul></ul></ul><ul><ul><ul><ul><li>Berkeley Food & Housing </li></ul></ul></ul></ul><ul><ul><ul><li>Seniors </li></ul></ul></ul><ul><ul><ul><ul><li>BACS </li></ul></ul></ul></ul><ul><ul><ul><ul><li>St. Mary’s </li></ul></ul></ul></ul><ul><ul><ul><li>Mentally ill </li></ul></ul></ul><ul><ul><ul><ul><li>BACS </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Berkeley Food and Housing </li></ul></ul></ul></ul>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
    18. 18. Competitive Overview (cont’d) <ul><li>Competitors varied in geographic focus </li></ul><ul><ul><li>Berkeley and Greater Bay Area </li></ul></ul><ul><ul><ul><li>Berkeley Food & Housing </li></ul></ul></ul><ul><ul><li>Alameda County </li></ul></ul><ul><ul><ul><li>BACS </li></ul></ul></ul><ul><ul><ul><li>Food Bank </li></ul></ul></ul><ul><ul><li>Alameda and Contra Costa County </li></ul></ul><ul><ul><ul><li>Catholic Charities of the East Bay </li></ul></ul></ul><ul><ul><li>Oakland </li></ul></ul><ul><ul><ul><li>St. Mary’s Center </li></ul></ul></ul><ul><ul><li>Greater East Bay (Alameda, Contra Costa and Solano Counties) </li></ul></ul><ul><ul><ul><li>Rubicon </li></ul></ul></ul><ul><ul><ul><li>Salvation Army </li></ul></ul></ul><ul><ul><ul><li>Goodwill </li></ul></ul></ul>Key Takeaway: All competitors have a major presence in Alameda County and Oakland
    19. 19. Competitive Overview <ul><li>Religious affiliation plays major role in Salvation Army and Catholic Charities </li></ul><ul><li>but lesser role in St. Mary’s Center. </li></ul>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
    20. 20. Competitive Summary <ul><li>SVdP’s direct competitors for clients, volunteers and donations are: </li></ul><ul><ul><li>focused on helping those in need </li></ul></ul><ul><ul><li>offering comprehensive “hands out and hands up” services </li></ul></ul><ul><ul><li>religious affiliations </li></ul></ul><ul><ul><li>Two: Salvation Army and East Bay Charities </li></ul></ul><ul><li>Other important competitors: </li></ul><ul><ul><li>Focus on major client segments of low income and at-risk seniors </li></ul></ul><ul><ul><li>Offer comprehensive services </li></ul></ul><ul><ul><li>Secular </li></ul></ul><ul><ul><li>Two: Rubicon and Goodwill </li></ul></ul>
    21. 21. Competitive Advantages <ul><li>Broad-based direct, one-on-one services throughout Alameda County </li></ul><ul><li>Location of Special Works Programs (heart of one of the most distressed areas of Northern California) </li></ul><ul><li># of people served, directly and indirectly </li></ul>
    22. 22. APPENDIX <ul><li>Competitive Audits </li></ul><ul><li>Additional Quotes </li></ul>
    23. 23. COMPETITIVE AUDIT <ul><li>MISSION </li></ul><ul><li>To alleviate hunger by providing nutritious food and nutrition education to people in need, educating the public, and promoting public policies that address hunger and its root causes. </li></ul><ul><li>POSITIONING </li></ul><ul><li>We are the hub of a vast collection and distribution network that provides food for 275 nonprofit agencies in Alameda County—food pantries, soup kitchens, child-care centers, senior centers, after-school programs and other community-based organizations. </li></ul><ul><li>KEY MESSAGES </li></ul><ul><li>The Food Bank distributes enough food for 300,000 meals weekly. </li></ul>Alameda County Community Food Bank TAGLINE “ Donate. Volunteer. Advocate. Make Us Stronger.”
    24. 24. COMPETITIVE AUDIT <ul><li>MISSION </li></ul><ul><li>The mission of Frank Bette Center for the Arts is to fulfill and build upon Frank Bette Legacy of being a place for meetings, readings, showings, and other creative doings. With respect and generosity of spirit we nurture a space of creative energy where fine arts, crafts, literary and musical arts meet and thrive. </li></ul><ul><li>We build upon this legacy by nurturing the necessary interactions between the creative arts and creative commerce; knowing that each is essential to the other. </li></ul><ul><li>In this way we strengthen the bonds of a healthy community. </li></ul><ul><li>POSITIONING </li></ul><ul><li>With respect and generosity of spirit we nurture a space of creative energy where fine arts, crafts, literary and musical arts meet and thrive. </li></ul><ul><li>We build upon this legacy by nurturing the necessary interactions between the creative arts and creative commerce; knowing that each is essential to the other. </li></ul><ul><li>KEY MESSAGES </li></ul><ul><li>Building creativity in the community </li></ul><ul><li>Turning creativity into commerce </li></ul><ul><li>Strengthening the community </li></ul>FRANK BETTE CENTER FOR THE ARTS TAGLINE … a place for meetings, readings, showings, and other creative doings… Unleash creativity!
    25. 25. COMPETITIVE AUDIT <ul><li>MISSION </li></ul><ul><li>Goodwill Industries International enhances the dignity and quality of life of individuals, families and communities by eliminating barriers to opportunity and helping people in need reach their fullest potential through the power of work. </li></ul><ul><li>POSITIONING </li></ul><ul><li>They exist to assure that every person has the opportunity to achieve his/her fullest potential and participate in and contribute to all aspects of life </li></ul><ul><li>KEY MESSAGES </li></ul><ul><li>Respect. Treat people with dignity and respect all. </li></ul><ul><li>People served through training programs, employment, in an ethical, innovative way. </li></ul><ul><li>Goodwill services are customized to fill the needs of their constituents. </li></ul>Name: Goodwill “ Every person has the opportunity to achieve his/her fullest potential and participate in and contribute to all aspects of life.”
    26. 26. COMPETITIVE AUDIT <ul><li>MISSION </li></ul><ul><li>Catholic Charities lifts people out of poverty by promoting self-sufficiency, strengthening families, and supporting safe and just communities.  </li></ul><ul><li>POSITIONING </li></ul><ul><li>Exists to provide services to people in need who reside in the East Bay. These include the elderly, the hungry and the homeless, families and children, immigrants and refugees, the unemployed and underemployed, people with HIV/AIDS victims of violence, at-risk youth, and others. </li></ul><ul><li>KEY MESSAGES </li></ul><ul><li>Providing Help. Creating Hope. </li></ul><ul><li>Reducing poverty. </li></ul><ul><li>Changing lives. </li></ul><ul><li>Serve the individuals, while calling for justice in the communities they serve. </li></ul>NAME & Logo:
    27. 27. COMPETITIVE AUDIT <ul><li>MISSION </li></ul><ul><li>St. Mary’s Center is a place in the heart of Oakland, California where anything seems possible. Working with extremely low income seniors, children and families, St. Mary’s focuses on basic needs so people have food, housing, an education, health resources and the support of a community. </li></ul><ul><li>POSITIONING </li></ul><ul><li>Target: For low income seniors, children and families living in downtown and West Oakland </li></ul><ul><li>Need: Who need basic support (a place to live, healthcare, enough and nutritious food, and an opportunity for an education) </li></ul><ul><li>Alternative And who find other organizations lacking a “one-stop” shop, comprehensive needs approach </li></ul><ul><li>Our offering: We provide critical services, that increase quality of life and work to improve community engagement and public policy </li></ul><ul><li>Competitive Advantage: that gives a sense of village where the spirit of a community encourages healing, engagement and the prospect that change is possible. </li></ul><ul><li>KEY MESSAGES </li></ul><ul><li>Full service program </li></ul><ul><li>Community based </li></ul><ul><li>Creating advocates </li></ul><ul><li>Respect for the people they serve </li></ul>St. Mary’s Center No Logo Tagline: Transforming Lives - Building Community Creating Change
    28. 28. COMPETITIVE AUDIT <ul><li>MISSION </li></ul><ul><li>To ease and end the crisis of homelessness in our community, Berkeley Food and Housing Project provides emergency food and shelter, transitional housing, permanent housing, and housing placement with support services to homeless individuals and families. </li></ul><ul><li>POSITIONING  </li></ul><ul><li>Target: For the homeless in Berkeley and the Greater Bay Area, many who suffer from multiple disabilities; and for the underemployed unable to afford the high cost of living in the Bay Area, </li></ul><ul><li>Need: Who need meals and transitional or permanent housing </li></ul><ul><li>Alternative and who find other organizations not able to handle their specialized needs </li></ul><ul><li>Our offering: BFHP assists low-income and homeless individuals with needs and disabilities that are not effectively met by mainstream social services. </li></ul><ul><li>Competitive Advantage: : empowering them to maintain an independent living situation despite psychiatric, physical or any other disability. </li></ul><ul><li>KEY MESSAGES </li></ul><ul><li>Help end the cycle of hunger & homelessness </li></ul><ul><li>Largest homeless service provider in the East Bay </li></ul>Berkeley Food and Housing Logo Tagline: Be part of homeless solutions in Berkeley
    29. 29. COMPETITIVE AUDIT <ul><li>MISSION </li></ul><ul><li>BACS is committed to developing stable, supportive services that promote community-based independent living for marginalized adults. Our services are healthy, sustainable, accessible, and cost effective.We recognize our clients' abilities, interests, cultural and lifestyle preferences, as well as their changing needs. We offer measurable outcomes that improve the quality of life for our clients. POSITIONING </li></ul><ul><li>Care for seniors </li></ul><ul><li>KEY MESSAGES </li></ul><ul><li>Health </li></ul><ul><li>Hope </li></ul><ul><li>Dignity </li></ul><ul><li>Independence </li></ul><ul><ul><li>bayareacs.org </li></ul></ul>NAME: BACS (Bay Area Community Services) LOGO TAGLINE
    30. 30. COMPETITIVE AUDIT <ul><li>MISSION </li></ul><ul><li>To ease and end the crisis of homelessness in our community, Berkeley Food and Housing Project provides emergency food and shelter, transitional housing, permanent housing, and housing placement with support services to homeless individuals and families. </li></ul><ul><li>POSITIONING  </li></ul><ul><li>Target: For the homeless in Berkeley and the Greater Bay Area, many who suffer from multiple disabilities; and for the underemployed unable to afford the high cost of living in the Bay Area, </li></ul><ul><li>Need: Who need meals and transitional or permanent housing </li></ul><ul><li>Alternative and who find other organizations not able to handle their specialized needs </li></ul><ul><li>Our offering: BFHP assists low-income and homeless individuals with needs and disabilities that are not effectively met by mainstream social services. </li></ul><ul><li>Competitive Advantage: : empowering them to maintain an independent living situation despite psychiatric, physical or any other disability. </li></ul><ul><li>KEY MESSAGES </li></ul><ul><li>Help end the cycle of hunger & homelessness </li></ul><ul><li>Largest homeless service provider in the East Bay </li></ul>Berkeley Food and Housing Logo Tagline: Be part of homeless solutions in Berkeley
    31. 31. COMPETITIVE AUDIT PAGE ## | DATE <ul><li>MISSION </li></ul><ul><li>* The Crucible is a non-profit educational facility that fosters a collaboration of Arts, Industry and Community . Through training in the fine and industrial arts, The Crucible promotes creative expression, reuse of materials and innovative design while serving as an accessible arts venue for the general public. </li></ul><ul><li>POSITIONING </li></ul><ul><li>Youth focused, hands on programs </li></ul><ul><li>One of a kind industrial arts experiences </li></ul><ul><li>KEY MESSAGES </li></ul><ul><li>At The Crucible, people come together to share skills, and forge objects and friendships. In a world filled with automated technology, The Crucible offers adult and youth students alike a chance to get their hands dirty and make useful or artful objects themselves, from scratch, and from start to finish. </li></ul><ul><li>thecrucible.org </li></ul>the Crucible TAGLINE: A non- profit collaboration of arts, industry & community
    32. 32. COMPETITIVE AUDIT PAGE ## | DATE <ul><li>MISSION </li></ul><ul><li>Our mission is to move people with barriers to employment out of poverty, and to help people with psychiatric disabilities on their journey of recovery. </li></ul><ul><li>POSITIONING </li></ul><ul><li>Since 1973, Rubicon has provided employment, housing, mental health, and other supportive services to individuals who are very low-income, especially people who are homeless or have mental illness. </li></ul><ul><li>Based in Richmond, California, Rubicon Programs offers services throughout Contra Costa and Alameda counties. Our social purpose business, Rubicon Landscape, beautifies commercial and public grounds throughout the San Francisco Bay Area. </li></ul><ul><li>KEY MESSAGES </li></ul><ul><li>Compassion </li></ul><ul><li>Respect </li></ul><ul><li>Integrity </li></ul><ul><li>Innovation </li></ul><ul><li>Accountability </li></ul>Rubicon Programs TAGLINE Begin the journey to change.
    33. 33. COMPETITIVE AUDIT PAGE ## | DATE <ul><li>MISSION </li></ul><ul><li>To preach the gospel of Jesus Christ and to meet human needs in His name without discrimination .   </li></ul><ul><li>POSITIONING </li></ul><ul><li>The Salvation Army in Alameda County is responsible for helping bring Christmas to the needy throughout the county. We also offer year round help with energy bills, food, low cost childcare, shelter for families, and camp in the summer. </li></ul><ul><li>KEY MESSAGES </li></ul><ul><li>We are carriers of hope </li></ul><ul><li>We are role models in business and everyday life, making a positive contribution to our communities </li></ul><ul><li>We are those who seek to be living examples of Christ’s love </li></ul>Salvation Army of Alameda County TAGLINE “ Doing the most good.”
    34. 34. CLIENT INTERVIEWS - Addendum <ul><li>“ SVdP provides supportive services to homeless and help with reentry into society after incarceration or homelessness. Right now they are associated with Catholic Charities if anything at all – they need to get away from that.” </li></ul><ul><li>“ SVdP is a social service organization that has a lot of programs to meet different needs of the community with the same common goal…helping the underserved get back on their feet </li></ul><ul><li>“ As someone who works in the store, I would like to see programs, social enterprises and stores be unified somehow! That they are represented by the same colors, same logos, same styles.” </li></ul>Additional Interview Quotes:
    35. 35. SVdP KEY MESSAGING/BRANDING Board Member Q & A - and - Thank you!

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