2. How Did the Sub-Committee begin?
June 2, 2015 Public Relations Committee organizing meeting
Issue Identified:
Need to produce marketing/promotional materials for new fiscal year
Discussion regarding challenge of creating materials with input from multiple
opinions/viewpoints
Issue Source:
HWC/HWCC does not have standardized guidelines for Brand Identity/Positioning,
nor Brand Guidelines
Issue Resolution:
For a limited purpose/time, form the Sub-Committee to address Issue Source and
include appropriate Club volunteers; use Communications to encompass Public
Relations, Marketing, and Communications initiatives/guidance
3. Sub-Committee Members
Sally Beisler, Chairperson, Focus Committee
Ginny Castellani, President
Darlene Entringer, Member
Brielle Giesen, Chairperson, Communications Committee
Clety Gomez, Treasurer
Lee Granger, Member, (Chairperson, Communications Plan Sub-Committee)
Becki Miller, Chairperson, Public Relations Committee
Carolyn Taylor, Member
Stephanie Strass, Member
4. Sub-Committee Methodology
Held three facilitated meetings during June to discuss issues, understand
possible solutions, and make recommendations to HWC Board
Developed a Word document for HWC Board review
Present findings and recommendations to HWC Board
Revise Word document based on HWC Board’s decisions (annually revise
thereafter, at the Board’s discretion)
Produce needed marketing/promotional materials for coming fiscal year;
limited quantities, if print
5. Overall Recommendation
Since it is expected that the Board’s decisions on club name(s) will be
forthcoming in the next fiscal year
Then, totally new taglines, logos, or other marketing elements SHOULD NOT
be introduced until those decisions are finalized
FY2015-2016 should be a transitional year
The following detailed recommendations are for the transitional year
7. Analysis--Strengths
Heathrow name
Size of Membership
Longevity in community
Dedicated leadership
Diversity of membership
Quality of membership (abilities, knowledge)
Social opportunities/friendships
Ability to champion chosen charities
Credibility
Motivated/enthusiastic membership
Supportive sponsors
8. Analysis—Weaknesses
Heathrow name
Conflicting priorities
Resistance to new ideas (not progressive/open)
Unclear agreement on optimal membership size
Perception of “cliques”
Lack of clarity of identity and purpose
Lack of goals and business planning
1-year officer terms (lack of continuity/documentation)
Non-unified and irregular messaging to audiences: members, sponsors, community
Reliance upon volunteers
Limited funding
Limited event space for larger groups
Lack of full member participation in fundraisers, committees, club administration
9. Analysis--Opportunities
New membership outside Heathrow
Untapped talents with membership
More effective fundraising
New activities
New sponsors
Objective brainstorming/focus groups
10. Analysis--Threats
Other local charitable organizations
Work, family, hobbies
Community perception
Negative publicity
Intermediaries to charitable giving (sponsors want to contribute directly)
11. Audiences to Address
Members
Potential members
Community (local chambers of commerce, local businesses)
Sponsors
Potential sponsors
Charities
Government (mayors, commissioners, councils)
12. Recommended Positioning Statement
“Heathrow Women’s Club is a secular organization, neither political nor religious.
We are a dedicated charitable fundraising organization for our chosen (selected?)
charities benefitting women and children in Seminole County and surrounding
areas. And, we nurture an environment designed to create long-lasting
friendships and enjoyable fun social activities.”
13. Recommended Tagline
There should be just one to avoid market/audience confusion
HWC/HWCC has been using two:
“Socializing With A Purpose”
“We Make a Difference”
For fiscal year 2015-2016 (transitional year), use “We Make a Difference” to
be more in line with new Club Mission Statement and focus upon charitable
work
Use “socializing with a purpose” in supporting body copy of materials,
especially regarding social events/activities
14. Recommended Elevator Speech
“The focus of Heathrow Women’s Club is to support women and children in
Seminole County. Our charity-based organization has nearly 200 area
members and has raised well over $1 million dollars through numerous
fundraising activities over the last 28 years. We also have fun ‘socializing with
a purpose’ during activities and events. Will you consider becoming a member
or a sponsor of our club?”
15. Recommended Communications Tactics
Manage Community Relations and Publicity
Create and Publish Promotional Material (traditional and digital)
Create and Maintain Digital Media Presence
Maintain a Historical Record of HWC
Create and Maintain a Communication Plan Calendar (evergreen)
16. Communications Plan Budget
(FY2015-2016)
Item Amount
Communications
Website $ 192.00
Chamber of Commerce
membership
175.00
Domain name 20.00
Sub-Total $ 387.00
Public Relations
Brochure(s) $ 250.00
Other 500.00
Sub-Total $ 850.00
Total $ 1137.00
18. Use of the Heathrow® framed “sign” in
the HWC logo
19. Current HWC logo Findings,
Observations, and Recommendations
Findings and Observations
It has not been used consistently
“Heathrow” is a word in the public domain; club does not need permission to use
The Heathrow development can claim logo (with/without ®) in first use
HWC does not have written permission from Heathrow development for use
Emphasis on “Heathrow” may no longer serve HWC purposes; and, may be perceived as
exclusionary
Graphic is dated
Recommendations:
Discontinue use of “sign” as club logo, as soon as is practicable
During the transitional year, use a stylized form of the name(s), but not a logo
When Board determines name, invest in professional graphic development of new logo
20. Recommended use of Names,
Abbreviations, & Initials
Internal to Heathrow Women’s Club
In its first usage, in any written copy for internal club audiences, the Name may be
shown as:
Heathrow Women’s Club (HWC) or Heathrow Women’s Club Charities (HWCC)
Subsequent reference, within the body of the same document may be used as
follows, for convenience:
HWC or HWCC
21. Recommended use of Names,
Abbreviations, & Initials
External to Heathrow Women’s Club
Any usage, first or subsequent, in any written copy for audiences external to
Heathrow Women’s Club, should always spell out the full name and initials
should not be used. This will preserve the brand name and provide clarity to
external audiences. The usage should be:
Heathrow Women’s Club or Heathrow Women’s Club Charities
During Transition Year: reference Heathrow Women’s Club for social
activities/events and Heathrow Women’s Club Charities for charitable
activities/events; thereafter, update guidelines per Board’s club name
decision
22. Recommended Colors, Fonts, &
Backgrounds
During the transitional year, only use a stylized logo that consists of the name
in words, with no or minimal graphic elements. DO NOT create/use a new
logo until the Board has determined the club name.
Recommended samples, currently in use:
23. Recommended Colors, Fonts, &
Backgrounds
Recommendations:
The color is: #38761d green; it may also be used in black or in a white reverse
against a dark background
The fonts are: Google’s Playball for cursive and Google’s Josefin Sans for
block
The font size: should be adjusted for the graphic application/medium
Backgrounds: the name should be staged against a solid background in a
complimentary color
24. Recommended Use of Photography
Recommendations:
Always obtain “permission to use” in writing, if the photograph source is not a
HWC member that has taken or submitted the photograph for HWC use
Always assure that the resolution of the photograph is appropriate for the
purpose
The size of the photograph should be cropped to provide clarity for the
objective/subject of its usage
Always consider the overall composition of the photograph to ensure that the
member or event is not compromised
26. Recommended Transition Timeframe
FY2015-2016
Cease using Heathrow “sign” logo
Use HWC/HWCC stylized words instead of logo
Use “We Make a Difference” as tagline
Work to communicate Brand positioning and elevator speech
Use approved recommendations in producing communications materials
By March 31, 2016—Board determine club name
FY2016-2017
Update/revise Communications Plan
If needed: develop new logo and tagline, determine need for Trademark
Update/revise Communications materials
27. Tagline Explorations
Option 1:
Helping
Women and
Children in our
Community
Option 2:
Women Helping Women and Children
Option 3:
Uplifting the Women & Children in Our Community
Option 4:
Growing Positive Futures for Women and Children
