1. Brand Development – Stakeholder Summary
for
Prepared by Peter Lloyd Johnson
Marlboro College Graduate Center
Capstone Project
August 7, 2010

2. Peter Lloyd Johnson
Marketing - Stakeholder Summary
Capstone - August 7, 2010
Audience Key Our Message to this VPFD Desired Communication method
Audience Description
Concerns audience Behavior to be used
Eight members of the Delivery of services that Growth will come by bringing To act as supportive Bi-monthly email
Vermont Partnership for
board of directors, two are consistent with consistent services to a external ambassadors correspondence
Fairness & Diversity
Board of Directors
emeritus members, two VPFD's stated mission broader audience for the brand
advisors Website calendar listing
Fiscal responsibility Extending our footprint Use the social media
results in greater tools to extend our Facebook
Need for managed development opportunities message. Encourage
growth others to do the same LinkedIn
Improved communications
Stay alert to new tools are critical to
opportunities broadening VPFD's mission
All full, part-time and Is the organization Help us get the word out by You are ambassadors Staff meetings
organization volunteers represented accurately using these tools in your for the brand
VPFD staff members
everyday communication. Facebook
Are these additional Know our "elevator
tools a distraction to the What can we do better? speech" Website calendar listing
larger purpose? Suggestions to extend
reach? Provide feedback
Consistency with agency
mission The is an open, consensus- Use the social media
driven organization tools to extend our
Validation message. Encourage
others to do the same
Families, businesses, To live in a supportive, We are an effective resource; Visit our website; learn Website
local government, conflict-free, welcoming we can help more about us.
Residents of the Vermont
education organizations community. Become a member of Quarterly e-newsletter
We provide advocacy our community
Varying levels of Fairness, objectivity, education & mentoring Facebook
awareness of VPFD
community
expertise services to ALL people Look to us as an
educational and YouTube
Staff Professionalism We invite you to use these advocacy partner
tools to learn more Local media/press
Organization We are non-partisan. releases/radio
responsiveness You are important to us. We We offer assistance to
want you to be engaged insure fairness for all. Chamber, Rotary
members of the community. presentations
We're eager to work with you
LinkedIn

3. Peter Lloyd Johnson
Marketing - Stakeholder Summary
Capstone - August 7, 2010
Audience Key Our Message to this VPFD Desired Communication method
Audience Description
Concerns audience Behavior to be used
State education leaders, Student demographics Here's how we've helped Objective Quarterly e-newsletter
regional education are changing. How do other education
administrators (see "Voices"). Mentoring Webinars
Educators - local & statewide
leaders, teachers & we insure equal
administrators opportunity and We can help.
treatment for all students Education Resource Website
Vermont's demographics are
Changing changing; your school is a We understand you Social media.
demographics: what reflection of that change. because we're
tools are needed to build Review the information on educators, too School outreach/back to
inclusive community this site. school evenings
Call us for counsel
Become a part of our LinkedIn to school groups
Teacher certification community. Join our Tell us if you need and administrators
standards - what should discussions and learn from other services.
we know about how to our experience. Use the
maintain a fair and tools offered at our website. Use our social media
equitable classroom tools for on-going help.
Governor' office, How can state We are ready to provide input Objective Website
legislative leaders, state government support & monitoring of teacher
agencies (health & fairness and standards for diversity Expertise YouTube videos
State government
human services, agency inclusiveness for a education
for human services, etc.) population that's growing Call us for counsel LinkedIn to government
more diverse? groups.
We are engaged members of
this state, eager to help No one else in VT
What are the risks for Facebook
shape its future addresses these issues
not taking action?
E-newsletter
What can VPFD teach Use the tools offered at our correspondence
us? website
Individual contributors Economic sustainability Only secular entity in VT Your support brings our Personal letters & phone
working to build community message to a broader contact
Individual Foundations Belief in the importance audience.
Funders
of the organization's Changing demographics; a E-newsletter
Government Grants mission. U.S. microcosm Your support aids correspondence
research and improves
Corporations Have you proven your Tolerance leads to a fair & our expertise Facebook
ability to provide said inclusive society; more
Corporate Foundations services? opportunities for all. YouTube videos

4. Peter Lloyd Johnson
Marketing - Stakeholder Summary
Capstone - August 7, 2010
Audience Key Our Message to this VPFD Desired Communication method
Audience Description
Concerns audience Behavior to be used
Is this an issue that I can Your support keeps our
Face-to-face presentations
Funders (cont.)
impact through my staff engaged and
support? What happens permits them to
if I don't? continue performing Grant writing/proposals
this needed service.
Are there other
organizations doing this Use the "Donate"
work in Vermont? button on our website
Local, regional offline Is VPFD a credible Read our News and Events To see VPFD as a Links to media websites
press source on topics related section of the website to see valuable resource for from the VPFD site.
to fairness, changing VT our activities credible, relevant
Digital media: link to demographics, information Regular email
important blogs and discrimination, etc. We provide objective correspondence
associated websites. expertise about issues that To write about the
Does the website have impact community organization accurately Facebook
The Media
relevant, important development
content that answers my Visit our website; learn LinkedIn to media groups
questions more about us.
We are active members of
Become a member of PRWeb
our local community looking
Is the information up-to- our community
to bring our success to a
date?
wider audience.
Can I look to VPFD for
content ideas? We will make our expertise
available to you
Private business Is VPFD a credible Read our News and Events To see VPFD as a Links to media websites
throughout Vermont source on topics related section of the website to see valuable resource for from the VPFD site.
to fairness, changing VT our activities credible, relevant
State and local Chambers demographics, information Regular email
of Commerce discrimination, etc. We will make our expertise correspondence
Business
available to you Visit our website; learn
Does the website have more about us. Facebook
relevant, important Become a member of
content that answers my our community LinkedIn to media groups
questions