1. The Journey to
Building Community
Challenge:
• Brand does not clearly
communicate the
organization’s mission or
purpose
• Limited geographic scope
• Limited growth potential.
Opportunity:
• Rebranding resulting in
broader understanding of
the organization’s purpose
• Improved search.
Tools:
Change Management,
Marketing, Project
Management
Rebranding results in new identity:
Rebranding presents new challenges:
< current
home page
Challenge:
• No strategy to introduce the new brand
to core constituents throughout Vermont
• Limited budget for communications outreach
(bumper stickers & bookmarks)
• Geographic footprint remains small
Opportunity:
• Website refresh to bring new brand identity to the
organization’s online initiative
• Improve site navigation for content clarity
• Leverage past successes to validate
organization effectiveness
Tools:
Web 2.0, Marketing, Project Management, Human
Computer Interaction, Marketing, Web Standards

2. Building Fair and Inclusive
Communities in the Digital Age
Tools created to develop a broader audience
Technology will never be a substitute for ideas. But technology IS capable of solving the marketing and
communications challenges for non-profit organizations like the Vermont Partnership for Fairness and Diversity.
How? By abolishing the communications silos. Integrate and reinforce the message through all forms of online
initiatives and social media. Test. Study. Revise. Repeat.
Is usability an issue? Is the site speaking clearly? Do we know empirically what’s working and what’s not?
Can our constituents find us?
This Capstone seeks to implement all of the available assets presented by Web 2.0
and related MSIT curriculum to build communities that are fair and inclusive.
Integration of brand
Revised site navigation and improved navigation
Vermont Partnership for Fairness and Diversity [HOME]
Horizontal Navigation
Left navigation
Voices for Programs & Latest
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VPFD Services News
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harassment or Verify
of these Engagement Education Leadership Health- Native Minority
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services Admin Trainers Services General American Business
these services anti-harassment Create an What we do American American Ethnic Links Address/ Press
American
laws inclusive, Coaching & (Capability Links Links Links Phone/ Releases
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equitable Statement) Barbara Community Asian National "Donate for
Education eliminate Johnson Edwards Winslow National Native
harassment & organization Sontag Residents Pacific Minority United States Good" (link)
Commercial American
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establishment or discrimination Everything Asian for Resources Association of
public Create a safe, Armando Jeannette Jan Mitchell- Black American Council Multiethnic Administration Events
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accommodation Employment Vilaseca White Love Health Americans
supportive services Mission Organization Rising Education
school The Forum
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"Resolve to Get Faynese Mark Sara The Black Council of Links to Native
Government Housing Miller Larson Martinez HIV/AIDS Books
Involved" Promote multi- Diversity/cultural World American Office of Minority
agency de Osaba Today Asian Southern Information
cultural competency/bias Staff & Islamic Minority Business
education Jeff Relations American Poverty & Development
reduction Core Bill Lippert Community Law Health
Policy Francis Phelippa Resources Agency
Landlord volunteers The Links Center Resource
Advocacy Marinner Universal Center
Learn to be a fair, Thomas Black
Candidate search
Law inclusive leader Trembley Pages
enforcement Board of Asian American Links to HIV/AIDS Business
Directors Pacific Indian information and Owner's
Leadership skills for Islander Health resources in Tookit
School-based SearchBlack
underserved/ American Service Spanish
bullying Search Engine Health
underrepresented
groups. Forum
Newsletter Service Corps
Workplace
Africana.com Latino of Retired
Health Executives
Minority scholarship Institute (SCORE)
search
Immediate Black
Openings Voices
Parent advocate Latino
program Health
Links
Download
Brochure
Selected Patient
information
Resources in Aisn
Languages
Wireframe
Development
Keyword Search and SEO
Google Analytics
Making enhancements to the website
• Analyze baseline traffic to improve ranking in search engines
• Establish goals for future utilization

3. Extending
the Community—
Growing the Brand
Opportunity:
• Use email initiatives for outbound training
information to specific constituencies
• White paper and related research documents
to communities who stand to benefit
• Potential for research purposes
Opportunity:
• Posting of links to important organization
initiatives & information: 1/17/10 Curtiss Reed
profile; 6/24/10 Gubernatorial Survey results;
engage diaglogue
• Generate “Fans” for future e-newsletter dialogue
Opportunity:
Create a Vermont Partnership YouTube presence
Opportunity:
• Improve LinkedIn contacts for Executive Director
(Currently only five connections)
• Expand network