Rebranding Campaign Proposal

24,786 views

Published on

East Gainesville Development Corporation realized their name, slogan and overall communication plans needed to be rebranded. This 70-page document includes a more modern approach to maximum exposure.

Published in: Business, Technology
0 Comments
12 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
24,786
On SlideShare
0
From Embeds
0
Number of Embeds
15
Actions
Shares
0
Downloads
1,158
Comments
0
Likes
12
Embeds 0
No embeds

No notes for slide

Rebranding Campaign Proposal

  1. 1. East GainesvilleDevelopment CorporationRe-Branding Campaign Proposal A final report for Public Relations Campaigns Course Number: PUR4800 Semester: Summer B 2009 Instructor: Soo Yeon Kim Submitted: August 5, 2009 Contributing Authors Brittany Sexton Cristina Garcia Betty Zambrano Account Executive Co-Research Director Co-Research Director Marcella Hallas Adrian Erlenbach Laura Lombardo Copy Director Creative Director Media & Promotion Director Century Communications
  2. 2. Table of Contents.................................................................2 About Us..............................................................................3 Executive Summary.............................................................4Table of Contents Section 1: Introduction.........................................................5 Section 2: Secondary Research..........................................7 East Gainesville Development Corporation................7 Communications Audit Summary................................10 Overview of the Current Situation...............................13 Preliminary Identification of Target Audience..............14 Conclusion..................................................................16 Section 3: Primary Research...............................................17 Introduction.................................................................17 Formal Survey.............................................................17 Survey Findings..........................................................19 Interpretation and Application of Findings...................26 Section 4: Key Publics.........................................................29 Section 5: Goals, Objectives, Plans.....................................30 Section 6: Strategic Programming.......................................32 Tactic 1: Brand Identity................................................34 Tactic 2: Web site Mock-up.........................................35 Tactic 3: Brochure.......................................................37 Tactic 4: Monthly Newsletter.......................................38 Tactic 5: TV Spots.......................................................40 Tactic 6: Exhibitor’s Display........................................44 Tactic 7: Potential Donor Package..............................45 Tactic 8: Mailers..........................................................49 Tactic 9: Door Hangers...............................................51 Tactic 10: T-shirt..........................................................52 Section 7: Communications Snapshot.................................57 Section 8: Evaluation...........................................................59 Section 9: Stewardship........................................................60 Section 10: Conclusion........................................................61 Section 11: Future Suggestions...........................................63 Appendix: Survey Instrument...............................................64 Bibliography.........................................................................69 2
  3. 3. ! CenturyAbout Us!Communications EGDC Re-Branding Campaign Century Communications List of Contributing Authors and Century Communications is a fictional Meet the Team Meet our Staff Their Positions Brittany Hobbs Director Account Brittany is a senior majoring in public relations with an outside concentration in business administration.! Her previous experience includes working as a Development Intern for Big Brothers Big Sisters of Mid-Florida.! Currently she works part-time selling high-fashion jewelry with Premier Designs.!Her hobbies include teaching baton, shopping, and spending time with friends and family.! Cristina Garcia Director I Research Cristina is a 22-year-old senior majoring in public relations with a minor in business administration. Her past experience includes an internship with Ypartnership, a travel tourism agency in Orlando, responsible for 12.1 million in accounts. Her hobbies include going to the beach, spending time with friends and being involved with Americans Cancer Societys Relay for Life. Betty Zambrano Director II Research Betty is senior public relations student. Throughout her college career, Betty has been involved in various organizations, such as Volunteers for International Student Affairs, Multicultural Greek Council, Gamma Eta Sorority, UFs New Student Programs and Dance Marathon.! Her public relations experiences are focused on non-profit communications, working with the Samuel P. Harn Museum of Art and The Arc of Alachua County.! Upon graduation, Betty hopes to move to Washington D.C. and work for an international human rights non-profit. Marcella Hallas Director Copy Marcella will be graduating with a public relations degree in August, and moving to South Carolina to work for the Charleston County Parks and Recreation department. She’s had internships with two non-profits and one independent film company, based out of Georgia. One day Marcella hopes to own my event management company. In her free time she enjoys hanging out with her boyfriend, Ryan, and her friends. Adrian Erlenbach Director Creative Adrian is a senior double-majoring in public relations and political science, with an outside concentration in business. In college, her work experience has been focused 2009 on environmental sustainability. After completing a 3-year internship at the UF Office of Sustainability, and serving as Publicity Director of Gators for a Sustainable Campus, Adrian served as Secretary of Environmental Affairs in UF’s Student Government. She has recently accepted the position of Assistant Development Director for the Global Land Reserve, an environmental marketing firm based in Richmond, VA. Laura Lombardo Director Promotion Laura will be graduating in August with a degree in Public Relations. She has experience interning with both for-profit and non-profit organizations, including a recent internship at a real estate management firm in Boston. At the conclusion of her college career, Laura will be returning to Boston, Massachusetts to pursue a career incorporating public relations and culinary arts. Page 4 of 28 3
  4. 4. Executive SummaryThe following report proposes a public relations campaign designed to curb the currentidentity issue facing East Gainesville Development Corporation. The CenturyCommunications Group has developed a campaign plan which will improve EastGainesville Development Corporation’s reputation among its stakeholders by strengtheningits weak brand identity.Century Communications reviewed East Gainesville Development Corporation’s currentsituation by researching the organization’s target publics and current operations. The groupalso performed primary research with its target public, East Gainesville residents, includingstatistical analysis of the results. The concept of the re-branding identity plan was formedin consideration of all data collected. The main concept behind the re-branding campaignfocuses on highlighting East Gainesville Development Corporation’s non-profit standing toEast Gainesville residents and current and potential donors. These plans involve a series ofphases that will be essential in fulfilling the goals and objectives stated in this report.The group’s recommendations are also based on two public relations strategic theories.The messages proposed were constructed to enhance the organization’s image andprovide sufficient information to the selected target publics. These messages are central toeach tactic that was developed for this campaign.The report includes a timetable of when to disseminate each tactic and perform evaluativemeasurements. A snapshot of the devised communication plan. These sections allow thereader to reference segments of the campaign in an instant.Also included is a section that offers advice on how to evaluate the campaign’s success.Considering how important stewardship is to non-profit organizations, a section has beenincluded with various ways the organization can continue to build and maintainrelationships with key and secondary publics long after the campaign’s execution. 4
  5. 5. 1 SECTION ONE IntroductionRe-Branding: Three Problems to AddressDespite limited success of the East Gainesville Development Corporation and its programs,the organization currently has several problems that could be addressed in a re-brandingcampaign. The first problem is a lack of attempts to provide information about theorganization and its programs to potential participants. The second problem is anunderdeveloped description of the organization’s main purpose, resulting in an inaccuratedepiction of what the organization can offer East Gainesville residents. The third problem is alack of consistency in East Gainesville Development Corporation’s image, including logo,slogan and Web site.The first issue is easily identified in reviewing past attempts at communication with theprimary audience, such as printed materials. These attempts were extremely limited, be it forbudget and time restraints, and the information did not reach the amount of East Gainesvilleresidents needed. East Gainesville Development Corporation media coverage, whichamounts to a few newspaper articles and one TV news spot. While there were several flyersdrafted by the East Gainesville Development Corporation to publicize individual programs,none boldly presented the organization’s name as more than a logo amongst partners. Also,there have been no known interpersonal communication outreach events.The second problem of the campaign is a lack of clarity surrounding East GainesvilleDevelopment Corporation’s mission and purpose. East Gainesville Development Corporationhas unintentionally generated the false image of a for-profit company rather than a publicserving, non-profit organization. The term “development” created an association of EastGainesville Development Corporation as an East Gainesville construction company.The third and final problem with East Gainesville Development Corporation’s formercommunication tactics is a lack of consistency in the organization’s messages and visualcommunications tactics. The organization’s annual reports, compared to all other tactics, inno way resembles the East Gainesville Development Corporation image, and display differentcolors and logos. The Web site also lacks consistency with the overall image of theorganization. 5
  6. 6. PurposeThe campaign’s purpose is to combat all of the aforementioned problems primarily bygenerating a new image for East Gainesville Development Corporation. By creating continuitywith the organizations image, including logo, name and slogan, the primary public canestablish a clear representation of the organization. The new image of East GainesvilleDevelopment Corporation and its purpose will be reinforced through several communicationtactics. 6
  7. 7. 2SECTION TWO Secondary ResearchEast Gainesville DevelopmentCorporation In This Section East Gainesville Development CorporationOverview OverviewEast Gainesville Development Corporation is a Historynon-profit organization founded in 1997 to Funding Compositionaddress financial inequality in Gainesville, Competitive FrameFlorida, specifically in the city’s underdeveloped Industryeastern region. The organization serves to Interpretation and Application ofteach low-income citizens how to take control Organizational Overviewof their financial futures, and does so through Communication Audit Summaryseveral programs. Current Tactics Discussion of Pros and ConsMission Statement Implications“To provide people with the tools to be Communications SWOT Analysisfinancially self-reliant both in managing and Overview of the Current Situationinvesting of money.” Discussion Preliminary Identification of TargetOverall Vision AudiencesEast Gainesville Development Corporation East Gainesville Residentsexists “to ensure that the east side of Additional PublicsGainesville will become a thriving business, Internal Relationsresidential and cultural center that serves the External Relationscommunity.” ConclusionIt aims to do so through the followingmethods:• providing goods and services• increasing business start-ups and expansion• promoting the retention of existing businesses• broadening employment opportunitiesVision 7
  8. 8. History Current Projects Over 200 members of the Gainesville community gathered at a local elementary Dollars and $ense school in 1997 to discuss the economic This campaign unites professional citizens situation in East Gainesville. For decades, the with low-income residents of East region suffered from a lack of economic Gainesville in need of assistance with taxes. stimulation and a deteriorating landscape. As a The volunteers of different local sectors are result of the meeting, these dedicated citizens assigned to locations across Gainesville from January to April to provide free tax aid formed the East Gainesville Development Task in accordance with VITA. According to the Force. This coalition included leaders from all the organization’s financial report, the facets of the community, including the program has reached 4,000 members in Chamber of Commerce, City of Gainesville, the the community and saved almost $3 million NAACP, University of Florida and Santa Fe in tax refunds. The campaign also College. encompasses financial training for high school students called Camp MoneyQue$t. The Task Force worked to address community NxLevel Entrepreneurship issues in the areas of employment, business Training development, tourism, education and health. In 1999 the group registered with the IRS, This program provides thousands of dollars officially establishing itself as the East in funding to different start-up businesses proposed by Gainesville residents. In order Gainesville Development Task Force, a non- to receive funding, applicants must profit organization. complete an entrepreneurial training program, in which the top four business In 2001, the East Gainesville Development Task ideas receive micro loans, small amounts of Force changed its name to the East Gainesville money to start and grow their businesses in Development Corporation. The reasons for the Gainesville community. this change are somewhat unclear. Project EmPowerment Throughout its operation, the East Gainesville Launched in 2008 in partnership with Development Corporation has advocated Gainesville Regional Utilities and the growth in the East Gainesville region through Community Weatherization Coalition, this local support in the form of a variety of campaign provides monetary assistance to programs. See the left sidebar for program low-income Gainesville residents who fall descriptions. behind on their utility bills. More than 30 local residents have received funding Funding through the project so far. The assistance is coupled with education on how to lower The organization and its programs are funded subsequent utility bills. entirely on donations and grants. The majority of funding comes from corporations, such as private finance and banking institutions, as wellas some non-profit organizations like the United Way. The East Gainesville DevelopmentCorporation has submitted three grant applications in 2009 and is working on completingthree more in the near future. Unfortunately, attempts at receiving private donations have not 8
  9. 9. been well answered in the past. As a result, East Gainesville Development Corporationfocuses its fundraising efforts mainly on corporations and non-profit organizations. It relies onthe personal connections of its board members with local partners.CompositionEast Gainesville Development Corporation is managed by a 15-member Board of Directorswho participate on a volunteer basis. The board positions consist of a chairman, theimmediate past chairman, a chief administrative officer, chief financial officer, vice-chairman ofprograms, chairman of resource development, and nine program directors. Most members ofthe board hold full-time jobs in different industries throughout the Gainesville community andprovide their time to East Gainesville Development Corporation as a philanthropic service. Thepositions are chosen for two-year terms, as per East Gainesville Development Corporation’sby-laws.2007-2008Board ofDirectorsFront Row (Left to Right): Anthony Gordon (Chief Financial Officer), Nona C. Jones (Chairman &CEO), Odetta MacLeish-White (Immediate Past Chairman), Cain Davis (Chief Administrative Officer).Second Row (Left to Right): Dr. Isaac Jones (Micro-Loan Program Co-Chairman), Pamela Burns,Jacqueline White (Annual Meeting Chairman), Kimberly Hankerson. Third Row (Left to Right):Cedrick Baker (Micro-Loan Program Chairman), Dr. Todd White, Pastor Samuel Jones, Jr. NotPictured: Albert White and Charles Chestnut, IIICompetitive FrameThe East Gainesville Development Corporation experiences some competition from otherorganizations. One competitor also uses volunteers from the University of Florida law schoolfor a tax program, interfering with East Gainesville Development Corporation’s volunteer pool.Other competing entities include companies that charge for tax services. The East GainesvilleDevelopment Corporation has no local competition for free entrepreneurship programs orcamps that teach high school students financial education.Banks and lenders serve the same function as the micro-loan program, however, they are notlikely to lend to low-income individuals. 9
  10. 10. According to a 1999 report by The Urban Institute titled "Income Support and Social Servicesfor Low-Income People in Florida," since the late 90s, the Florida legislature has encouragedlocal-level organizations to have more input on the distribution of federal funds.Local organizations like the East Gainesville Development Corporation have a betterunderstanding of the local economic situation and are better equipped to efficiently distributefunds.IndustryFlorida experienced an extremely fragile economy from the mortgage meltdown in recentyears. The biggest impact was on low-income families who lack the skills and resources tomanage their personal finances. For that reason, the services offered by the East GainesvilleDevelopment Corporation are in high demand by area residents.Interpretation & Application of Organizational OverviewThe information collected during secondary research is essential in building a strong re-branding campaign in order to remain true to East Gainesville Development Corporation’smission and goals. Century Communications will play on East Gainesville DevelopmentCorporations strengths and work to improve any weaknesses during thecampaign. Secondary research will also guide the structure of the proposed campaign andoffer insight to future public relations activities.Communications Audit SummaryCurrent TacticsThe East Gainesville Development Corporations current communication tactics include aWeb site, annual reports, flyers and magazine ads. They are produced internally anddistributed throughout the community by various channels. There has been little mediacoverage of the East Gainesville Development Corporation, most notably a WCJB TV 20news story on the Dollars and $ense campaign. Discussion of Pros and ConsThe biggest problem with East Gainesville Development Corporations currentcommunications tactics is a lack of continuity. For instance, some flyers do not include theEast Gainesville Development Corporation logo, therefore readers cannot associate the flyerinformation with the organization. The Web site has the same lack of continuity, with nosignature colors, designs or fonts specific to the organization’s identity.Unfortunately, the East Gainesville Development Corporations current public relations tacticsnegatively affect its brand recognition among it its key stakeholders. The public oftentimesassumes the East Gainesville Development Corporation is a real estate developmentcompany bases on the implied meaning of the term "Development" in the organizations title. The inclusion of "Corporation" also implies the organization is a for-profit entity. Pam Burns,CFO, says their current image does not relay the impact they have on Gainesvilles low- 10
  11. 11. income community. The organization is also interested in publicizing their latestachievements, such as recently becoming debt-free, which will present a professional andresponsible image to those who use their services. This reputation is also important toinstitutions which donate funds to the organization.Recent public relations efforts include an attractive Web site with sleek graphics and designs. However, it has not been updated since 2007 and does not provide ample information aboutthe organization and the services it provides.Printed publications are an ideal method for East Gainesville Development Corporation toannounce its services to East Gainesville residents. With an enhanced visual identity EastGainesville Development Corporation will be able to reach its full potential and teach citizensthe skills they need to become financially self-sufficient.ImplicationsAs mentioned previously, the current messages relayed through East Gainesville DevelopmentCorporation’s communications tactics is that the organization is a for-profit real estatedevelopment corporation. Another problem the campaign aims to resolve is the lack ofidentification the public holds with East Gainesville Development Corporation’s programs(Dollars & $ense, IDA, and Camp MoneyQue$t). For example, the flyers for the Dollars and$ense campaign, their most popular and successful project, do not display their logo. Thelogo is also no where to be found on the Web site. These elements combine to create publicoutreach that lacks a unifying identity for the organization and its programs. 11
  12. 12. Communications SWOT Analysis Positive Negative Strengths Weaknesses • Attentive public • Lack of consistency and repetition Internal • Limited competition • No recognition from cosponsored • Services are in high demand programs and events • Strong community partnerships • Limited resources • Several successful programs • Not able to rely heavily on digital communications Opportunities Threats • Re-build a brand that • Fluctuating budget encompasses the mission of the • Completely reliant on outside funding External organization sources • Establish relationships with • Lack of focus at management level communication venues (radio, TV, • Lack of formal focus print) • Manpower and resources are over- • Since current PR activities are extended very limited, any improvement is likely to yield significant resultsClient Communications AnalysisCurrently, East Gainesville Development Corporation communicates through a limited numberof channels. The organization has received only one news feature, very few newspaperarticles, and one magazine ad void of any textual descriptions. Outside of formal channels,word-of-mouth communication plays a big role in the organization. Since the East GainesvilleDevelopment Corporation is a non-profit, they have a small budget. Word-of-mouthadvertising is a free marketing tool, encompassing a large audience reach. This form ofmarketing allows for a cheap, efficient way to spread the news among not only EastGainesville residents, but partners and sources of funding.Although the self-empowerment message might be well-received by residents who areinvolved with these programs, other residents might not even know what East GainesvilleDevelopment Corporation does. They are simply not receiving the current message due tolack of proper communication. East Gainesville Development Corporation has no stewardshipinitiative, so there is no method of recording feedback. The low-income status of East Gainesville residents must be considered in our tactics. Ourpublic relations campaign will feature press releases, Public Service Announcements,brochures and magazines, among others. 12
  13. 13. Overview of Current SituationPublic MisconceptionCEO Rhonda DeCambre Stroman and CFO Pam Burns have identified several issues with thecurrent East Gainesville Development Corporation situation. The public has a misconceptionabout the organization and what the company does. It is vital for the primary target audience,East Gainesville residents, ti recognize the resources available.Shortage of FundsDonations and grant money provided to East Gainesville Development Corporation hasdecreased drastically. The most recent grants include a $11,165 from Wachovia, laterextended by $15,000, and a $20,000 grant from Nationwide. The organization also collectsadministrative fees for running grants from other organizations and individuals. With so littlefunding, the future of the companys existence is never entirely secure. Current Board MembersAccording to Nona C. Jones, the 2007-2009 chairman, East Gainesville DevelopmentCorporation is stronger than ever. The board of directors is comprised of highly competentand motivated individuals. After ten years as an established non-profit organization, EastGainesville Development Corporation has created the six programs mentioned earlier in thisreport. The changing board members have also established ties with many different localgrant funders.Lacking Connection With Target PublicsOften misled by its name, this non-profit remains unknown to many of its constituents. EastGainesville Development Corporation is recognized name by other non-profit businesses, butis indistinct to many of its primary target audience, the East Gainesville residents themselves.East Gainesville Development Corporation does not practice stewardship with its former grantsuppliers, and therefore has lost much of its previous funding.Lacking Continuity Between CampaignsThe key problem East Gainesville Development Corporation faces is a lack of recognition bythe public and potential donors. Written communication about the programs offers little to norecognition of the organization, containing only a small logo or title. This makes it hard for anindividual who is first learning about them to foster a connection with the organization.Shortage of ManpowerUnfortunately, the organization faces a lack of funding to hire additional employees that wouldimplement a re-branding campaign, as they must focus on the current projects of EastGainesville Development Corporation and their full-time careers. 13
  14. 14. DiscussionThe central issue of this campaign is trying to get East Gainesville Development Corporationto reach low income individuals. Both the public and potential donors do not know who issponsoring these financial programs. Ultimately, CFO Pam Burns and chairman and CEO Rhonda DeCambre Stroman want theorganization to accumulate grant money in order to better serve the community. The need forfunding is the primary concern of the East Gainesville Development Corporations future. Intime, the non-profit hopes to facilitate more classes and self-empowerment programs.The client views public relations as an integral part to their re-branding efforts. CenturyCommunications hopes to reach the target public through informational booths at communityevents, such as the Summer Heatwave Basketball Tournament. The various local eventsprovide an efficient method of material distribution.A potential problem that could be encountered is the lack of monetary funds. Amid thecurrent economic climate, it remains difficult if not nearly impossible for sponsors to givegrants ranging from $100,000 to $200,000, which they received in the past. The budgetfluctuates due to the fact that grants may or may not be awarded. Without the money toconduct these programs, this corporation simply cannot exist. Another problem is the lack ofconnections among current and prospective sponsors and donors. The lack of stewardshipand relationship management has impeded a steady support both financially and within thecommunity.Although East Gainesville Development Corporation aspires to serve the local community, it isfaced with financial obstacles. The lack of financial stability remains the key problem affectingthe planning of the campaign. CEO Rhonda DeCambre Stroman has allotted a $1,000 budgetto carry out a re-branding campaign. This limits our public relations efforts due to the fact thatsuccessful marketing strategies are hard to carry out with limited funds.Preliminary Identification of Target PublicEast Gainesville ResidentsThe preliminary target public is East Gainesville residents, who are most likely to need EastGainesville Development Corporation’s services.DemographicsThe 2000 Census gives alarming statistics about educational achievement, household incomeand unemployment/poverty in East Gainesville. The area has a 70 percent high school orhigher educational achievement, which is below the U.S. average (The skinny on 32641:ZIPskinny). About 18 percent have a household income of $15,000-$24,999 (The skinny on32641: ZIPskinny). The median household income for this area is $24,903. 14
  15. 15. "At this income level, most of the population may be eligible for homeownership and neighborhood revitalization programs and various federal homeowner assistance programs. East Gainesville also contains a higher proportion of single-parent households than Alachua County" (Group, 2003).According to Renaissance Plannign Group (2003), 85 percent of East Gainesville children livein homes with single mothers, compared to that of Alachua County as a whole, where 65percent of children live with a married couple. Single families comprise roughly one third of allhouseholds in East Gainesville and Alachua County. East Gainesville residents compriseabout 16 percent of the total county population, close to 34,000 people. It is projected togrow to about 52,000 people by the year 2020. About 20 percent of the City of Gainesville’spopulation lives in East Gainesville within the city limits. (Group, 2003). East Gainesville ismade up of 72 percent who identify themselves as black and 25 percent as white (The skinnyon 32641: ZIPskinny). The largest age group, 18-29 year olds makes up 44 percent of thepopulation.Additional PublicsInternalSegmented further, the internal constituency is the board of directors. The board is comprisedof 15 active professional members from the law and accounting industries. They areresponsible for keeping in constant contact with sponsors and donors. In addition, the boardmanages six financial empowerment programs available to East Gainesville residents. ExternalThe external constituencies are East Gainesville residents, donors and sponsors, other non-profit organizations who perform similar functions; and business corporations who areinterested in developing East Gainesville. Internal RelationsInternally, the relationship between the board of directors is strong, however the memberschange every two years.  This makes the relationship a bit of a challenge sincethe organizations focus may change with a new chairman, but East Gainesville DevelopmentCorporation is making it work to its advantage.  They have monthly board meetings to discussany changes or new ideas that could further enhance its relationships. External RelationsExternally, East Gainesville Development Corporations relationship with the East Gainesvilleresidents is mundane.  The non-profits goal is to serve this population through outreachprograms that encourage self-empowerment.  Essentially, East Gainesville DevelopmentCorporation does not have a relationship with sponsors or donors, other than sending of grantapplications.  East Gainesville Development Corporation has a strong relationship with othernon-profit organizations.  An example would be Peaceful Paths, an organization whichfocuses on victims of domestic abuse, who is a partner with East Gainesville Development 15
  16. 16. Corporation on its IDA program.  These non-profits work on a one-on-one basis, therefore canbuild a strong relationship through serving the community residents. Conclusion The secondary research shows that non-profits who work in similar sectors do have positiveattitudes toward East Gainesville Development Corporation.  This is evident through manypartnerships with other non-profit organizations.  Since East Gainesville DevelopmentCorporation currently does not operate using the stewardship function of public relations, weare unable to determine whether or not these individuals or companies have any beliefs orattitudes toward the organization. 16
  17. 17. 3Introduction SECTION THREE Primary ResearchCentury Communications employed one primary In This Section Introduction Formal Surveyresearch method, a 19-question survey designed Methodology Discussionto identify the needs and preferences of East Log of Survey AttemptsGainesville residents. The survey also sought tohelp evaluate the audience’s awareness level of Survey FindingsEast Gainesville Development Corporation and its Residenceprograms. Age and Gender IncomeFormal Survey Ethnicity Services Desired Areas of NeedMethodology Discussion Preferred Media OutletsSurvey efforts were met with minimal success. Re-branding namesAccess to East Gainesville residents proved Slogans Logosdifficult, and the total number of completedsurveys was 93. Interpretation and Application of ResultsTen different corporations refused to cooperate inresearch efforts for various reasons such assolicitation policies and liability insurance policy.Specifically, nine churches felt their membersshould not be bothered with a survey afterworship services. Six corporations allowedsurveying. The chart on the next page relaysattempts to survey. 17
  18. 18. Log of Survey Attempts • Tuesday, July 14: Lincoln Middle School and Martin Luther King Jr, Multipurpose Center, Summer HeatWave Basketball Games. 6 Successful • The Summer HeatWave program is a preventive outreach effort to disadvantaged teens. The games are co-ed and participants range in ages from 13-16 years old. The sampling method consisted of available parents who entered through the front doors of the gymnasium. Forty-one surveys were collected from the two locations between the hours of 5 p.m. to 9 p.m. • Wednesday, July 15: Alachua County Library Headquarters. • Nine surveys collected. • Thursday, July 16: Downtown Gainesville. • Eight surveys collected. • Saturday, July 18: Eastside Park Softball Tournament. • Collected 20 surveys. • Saturday, July 18: Martin Luther King Multipurpose Center. • Collected two surveys from staff members. • Saturday, July 18: MLK Community Pool. • Collected 13 surveys. • Wednesday, July 15: Waldos Super Walmart. • Not able to survey due to company surveying policies. • Thursday, July 16: Publix on Main Street. • Denied surveying due to lack of having liability insurance.  10 Unsuccessful • Thursday, July 16: Winn-Dixie on Main Street. • Denied surveying due to a “no solicitation” policy. • Thursday, July 16: DCI Plasma Center. • Denied surveying due to corporate restrictions. • Thursday, July 16: Gate Station on Northeast Fifth Street and Southwest 13th Avenue. • Denied surveying due to corporate restrictions. • Friday, July 17: Ten local churches. • Left voicemails to reach the churches which resulted in only one returned call. • Williams Temple COGIC, 628 NW 7th Avenue: Pastor Detroit Reginald Williams could not allow surveying within suggested time frame. • Friday, July 17: Regional Transit System Main Station. • Denied surveying at bus stations due to corporate policy. • Saturday, July 18: Rudy’s Restaurant on Fifth Avenue. • Denied surveying, including employees. • Saturday, July 18: Caribbean Spice Restaurant. • Denied surveying, including employees. • Saturday, July 18: Fifth Avenue Convenience Store. • Denied surveying, including employees. 18
  19. 19. Survey FindingsSee Appendix 1 for final survey instrument.ResidenceOf the 93 respondents, about 71 percent said they live in Gainesville, and 29 percent saidthey did not live in Gainesville. Zip codes mentioned in the survey include: 32608, 32601,32641, 32607, 32605, 32609, 32606, an 32653. There were 51 percent of respondents fromEast Gainesville, specifically from these zip codes: 32609, 32601, 32605 and 32641.Age and GenderAbout 54 percent were female and 20 percent were male. The highest percentage, 22 percentof respondents, were in the 48 or older age group and the 30 to 35 age group. This wasfollowed by the 42 to 47 age group at 15 percent, the 24 to 29 age group at 13 percent, the18 to 23 age group at 13 percent, and the 36 to 41 age group at 10 percent. Income Distribution Income 13% 13% About one third or 30 percent of respondents were of the $0-19,000 range. The second salary 8% range was $38,000 or more a year, with 29 percent. 30% 29% 7% $0-$19,000 $20,000-$25,000 $26,000-$31,000 $32,000-$37,000 $38,000+ Missing 19
  20. 20. Ethnicity Ethnicity The most prominent race was Black, or African- 28% Americans, at 55 percent, followed by Caucasian at 55% 28 percent. 8%Black or African American CaucasianHispanic AsianAmerican Indian/Alaskan Native Missing Services Desired Services Desired Among the three options for services desired, tax preparation, monetary education programs and entrepreneurship training 15% 30% programs, 30 percent of respondents showed interest in monetary education program, followed by the entrepreneur 14% program at 21 percent. 21% About 15 percent indicated tax preparation was also a needed service area. Seven percent of respondents indicated that they Tax Preparation Monetary Education Programs need none of the services. Entrepreneurship Training Programs Tax Preperation and Monetary Education Tax Preperation and Entrepreneurship Monetary Education and Entrepreneurship None All Other Missing 20
  21. 21. Areas of Need 8% 3% 4% 53% 9%Areas of NeedAmong the options for areas of need, 12%raising credit score, tax preparation, 8%lowering utility bill and basic bankingeducation areas, 53 percent selected Raising Credit Scorelowing utility bill. Raising credit score Tax Preparationwas the next selected area of needed Lowering Utility Bill Basic Banking Education Helpwith 12 percent. Lowering Utility Bill and Basic Banking Education Raising Credit/Lowering U. Bill/Basic Banking Education Other Raising Credit Score and Basic Banking Education Tax Preperation and Lowering Utility Bill None Missing Preferred Media Outlets 11%Preferred Media Outlets 9% 15%Among options of preferred newsoutlet, TV, newspaper and Internet, 66percent said that they get their newsfrom TV. Newspapers were the next 7%most popular outlet with 42 percent. 25% TV Internet Newspaper TV and Newspaper TV and Internet TV Newspaper Internet All Radio Radio TV Newspaper Radio and TV Other Radio and Newspaper Newspaper and Internet Radio TV Internet Missing 21
  22. 22. Name Recognition •Only 30 percent of respondents said they have Name Recognition heard of East Gainesville Development Corporation. •Sixty-nine percent said they have never heard12% of East Gainesville Development Corporation. •East Gainesville Development Corporation has not been successful in promoting both the 4% organization as an entity, and the services it provides. Only 30 percent of respondents know about the organization. 84% •Only 13 percent of respondents said they have heard of East Gainesville Development Corporation’s services. •An astounding 85 percent have never heard of East Gainesville Development Corporation’s Yes No Missing services.Perceived Benefit of East Gainesville Development Corporation programs • Sixty-seven percent of respondents said East Gainesville Development Corporation’s programs are extremely beneficial. • Twenty-three percent of respondents said East Gainesville Development Corporation’s programs are solely beneficial. 22
  23. 23. Re-branding namesCentury Communications asked respondents aboutpossible new names and slogans of East GainesvilleDevelopment Corporation. The results showed nameswhich include the words “East Gainesville Community”were the most popular. Name Preferences East Gainesville Community Services East Gainesville Community Service Foundation East Gainesville Development Foundation East Gainesville Community Foundation East Gainesville Financial Foundation Missing Other 23
  24. 24. Slogan PreferencesSlogansMost Popular: “Tools for yourFinancial Future”The majority of respondentsranked “Tools for yourFinancial Future” as theirfavorite slogan by a significant Tools for Your Financial Futuremargin. Helping You Succeed Put Your Future in Your Hands Empowering Your FutureLogosThe four images below are thelogos provided to surveyrespondents. It is important tomention that somerespondents failed todifferentiate levels of likenesstoward one logo or the other,which signifies a disinterest toanswering this question. This Logotrend inevitably affected ourtotal sample results.Statistical analysis of thesurvey results uncoveredinteresting findings. Wesurveyed respondents abouttheir possible need for EGDCprograms, their existingfamiliarity with theorganization and itscampaigns, as well as their Hands and City Hands and Houses Earth and People House and Sunpreferences for a new logo,brand, and slogan for theorganization. 24
  25. 25. The first choice was lightly modeled after the original EastGainesville Development Corporation logo, which also included ayellow sun and rays. Also incorporated is a simple outline of afamily in a home, which symbolizes East Gainesville DevelopmentCorporation’s mission. The colors for the house and type werechosen to compliment the yellow sun while adding slight contrast.The second is the most colorful of the four possible logos andfeatures a rainbow-colored line of human outlines standing acrossa globe. The cartoon style of the logo adds a playful element, andthe colorful people are reminiscent of East GainesvilleDevelopment Corporation’s current website, which features similarimage on its home page.The third possible logo incorporates a handshake variation whichuses images of trees, homes and buildings, which communicate afeeling of growth and community health. This logo was somewhatunique from the others in its color-choice of mainly green andorange, which, are the colors for Eastside High School, a publicschool in East Gainesville that is widely attended by students whofit the socioeconomic profile of East Gainesville DevelopmentCorporation’s key publics.The fourth logo depicts three pairs of hands holding up a city. Thehands are representing different races, which promotes unityamong diverse members of a community, a strong theme in EastGainesville Development Corporation’s mission and projects. Thecityscape image of this logo includes buildings as well as naturalelements like trees and hills. Green text was used to emphasize theword “East” and complements the brown shades in the arms andcity. 25
  26. 26. Interpretation and Application of ResultsBased on the distributed surveys, it was determined that 51 percent of the respondents werefrom East Gainesville, while the remaining 42 percent of respondents were from surroundingareas in Gainesville.The majority of respondents were female around the age of 48 or older. This finding will helpCentury Communications to develop this campaign.Findings indicate there is a significant income gap among low- and high-income respondents.Very few respondents reported a “middle class” annual income.Results showed the majority of respondents were African-American. CenturyCommunications believes this confirms that the survey respondents are a target audience ofEast Gainesville Development Corporation. The survey results are also useful for knowingcommunity residents’ thoughts and opinions about East Gainesville DevelopmentCorporation.First, the survey results clearly showed that East Gainesville Development Corporation wasunknown among community residents. However, East Gainesville Development Corporationprograms sounded interesting to people. This confirmed that re-branding is an urgent issue.This non-profit organization has quietly existed for 12 years within the Gainesville area. EastGainesville Development Corporation needed re-branding initiatives to allow them to beidentifiable.Second, Century Communications decided to change the organization’s name from EastGainesville Development Corporation to East Gainesville Community Foundation based onthe survey results, a meeting with Rhonda Stroman and various board members.One respondent strongly felt the need to explain the current name brings an image to mind ofa builder building a community. She took a literal meaning to the name, a mistake often madeby many respondents. She also felt the re-branding name and slogan should include whatservices are offered by the non-profit organization. Most wanted their suggestions taken intoaccount. Respondents agreed that is is important to create a name, which efficiently andeffectively discuss the purpose and plan of the company.Her suggestion was, “Learn to manage and protect your financial future.” This slogan wouldpromote a positive attitude for residents in need of assistance. By sending out an optimisticmessage, this re-branding aspect will show individuals that East Gainesville DevelopmentCorporation assists in helping educate local residents.Century Communications has decided to use “Tools for your financial future” as the slogan.We feel the underlying message is how East Gainesville Development Corporation can bringEast Gainesville residents financial tools for their future. 26
  27. 27. A number of respondents failed to indicate a preference, instead choosing to rank all thenames, slogans, logos the same rating. This could point to a lack of interest in theorganization due to respondents never having heard of it. It could also have been a result ofthe long length of the survey, which a few respondents made negative comments about.In summary, an overwhelming amount of people in East Gainesville desire monetaryeducation and entrepreneur training programs. This is where East Gainesville DevelopmentCorporation should work on building and providing more funding.Based on the findings, the proposal is for East Gainesville Development Corporation to serveas a liaison between GRU and the East Gainesville population to provide more paymentoptions. East Gainesville Development Corporation should take these results to companiesand non-profit agencies likely to fund related projects. These results are a resource for EastGainesville Development Corporation to explain how many people need help with their GRUbills. While they could focus on the other three areas of assistance, they should focus onworking with residents in this area, which would build recognition for the organization withinthe community.It is advised for the East Gainesville Development Corporation to focus primarily on getting TVcoverage. This could be in the form of segments about their organization or having newsteams come to their events. Newspaper and internet are also two important sources ofcoverage. Efforts should focus on radio coverage. There was a large mixture of people whochose TV, the internet and newspapers collectively. It would be beneficial to focus on newsgroups that have a combination of those such as the Gainesville Sun.Of the 93 respondents, only 12 percent said they recognized of East Gainesville DevelopmentCorporation. The majority of the respondents, or 84 percent, said they never heard of EastGainesville Development Corporation. Regarding East Gainesville Development Corporation’sservices, only 13 percent said they have heard of it, and 85 percent said they have neverheard of East Gainesville Development Corporation’s services.East Gainesville Development Corporation’s programs, Dollars and $ense Campaign, NxLevelEntrepreneurship training, and Project EmPowerment, were introduced to respondents.Regarding all three programs, a majority of respondents, or about 80 percent, evaluated thoseprograms beneficial.Additionally, East Gainesville Development Corporation said their biggest program is taxpreparation, but only around 15 percent of respondents said they need help in this area. EastGainesville Development Corporation should concentrate their funding on financial educationprograms rather than tax preparation. 27
  28. 28. Also, respondents had an opportunity to evaluate the new possible names of East GainesvilleDevelopment Corporation. Conclusions indicated the terms ‘East,’ ‘Gainesville’ and‘community’ were very important to include in the re-branding campaign.Research yielded interesting findings on the publics possible need for East GainesvilleDevelopment Corporation programs, existing familiarity with the organization and itscampaigns, as well as preferences for a new logo, brand, and slogan for the organization. 28
  29. 29. 4 SECTION FOUR Key PublicsClarification of Key PublicsCentury Communications decided to focus on East Gainesville residents as the primarytarget audience. The secondary and primary research shows current East Gainesvilleresidents are not familiar with the organization or the programs that it offers.This organization’s secondary publics are the current and potential donors and partnerswithin the Gainesville area. These groups of people provide the funding source thisorganization and the various programs it offers.Primary • East Gainesville ResidentsSecondary • Current and Potential Donors • Current and Potential Partners 29
  30. 30. Goal 5 SECTION FIVE Goal, Objectives & PhasesThe goal of Century Communications is to position East Gainesville Community Foundation asa recognizable and credible non-profit organization.As a result of this re-branding campaign plan, Century Communications hopes that EastGainesville residents will recognize East Gainesville Community Foundation as a credible non-profit that is willing to lend a helping hand to assist residents in a time of need.ObjectivesImpact objectives: Informational • To increase awareness about East Gainesville Community Foundation by 30% among East Gainesville residents within nine months. • Tactics 1. Brochure 2. Newsletter 3. Postcard mailer 4. Web site mock-up 5. Door hangers 6. Tabling exhibit 7. TV spots for local broadcast chanel 8. Logo 9. Potential donor package 10. T-Shirt • To increase awareness about East Gainesville Community Foundation’s programs by 25% among East Gainesville residents within nine months. • Tactics 1. Brochure 2. Postcard mailer 3. Doorknob hangers 4. Web site 5. Logo 6. Potential donor package 30
  31. 31. Attitudinal • To enhance the positive reputation of East Gainesville Community Foundation among East Gainesville residents within one year. • Tactics 1. Informational session 2. Annual report that includes success rate 3. Newspaper articles/T.V. reports that highlight the successes Output Objectives: • To disseminate information regarding East Gainesville Community Foundation and its programs among the East Gainesville community within one year. • Tactics 1. Distribute 10,000 door hangers 2. TV spot for local broadcast channels 3. Brochure 4. Newsletter 5. Potential donor packagePhases include:Phase 1:Introduce new company name, logo, and slogan through various communication channelsPhase 2:Send out mailers, doorknob hangers to increase awareness about programs. Also, conducttabling exhibits throughout East Gainesville.Phase 3:Host event, information session, and databasePhase 4:Carry out evaluation and stewardship functions through contacting individuals andcorporations.Through the implementation of these phases, East Gainesville Community Foundation will beable to fulfill its goals and objectives created for this campaign.Additionally, these phases will increase awareness and name recognition, which areorganizational goals set forth by East Gainesville Development Corporation. 31
  32. 32. 6 SECTION SIXRelevant Theories Strategic ProgrammingThe Public Information ModelThis model uses a form of one-way communication to distribute information about anorganization to various publics. Century Communications has chosen Grunig’s PublicInformation Model because it best represents the idea of re-branding. Within a re-brandingcampaign, it is the overall purpose to disseminate information about the organization in a waythat is effective and accurate. For the purpose of this campaign, the model will be used torelay key messages and tactics that will satisfy the goal and objectives as previously stated.Relationship Management TheoryThe Relationship Management Theory discusses the fostering, nurturing and building ofstronger relationships with various key and secondary publics. The idea stems from the basicpublic relations definition as a management function of communication between anorganization and its publics. Therefore, this campaign will build upon existing relationshipsand establish positive relationships with the stated key and secondary publics of EastGainesville Community Foundation. In addition, Century Communications has devised tacticsthat will allow the newly re-branded organization to be recognized as a credible non-profitamong, not only current and previous donors and partners, but also East Gainesvilleresidents. 32
  33. 33. Key MessagePrimaryEast Gainesville Community Foundation cares and exists to help you!We provide access to a variety of local resources and encourage participation in various EastGainesville Community Foundation sponsored programs. We want you to learn more aboutthe East Gainesville Community Foundation and take advantage of the services offered.TacticsCentury Communications chose to create the following tactics based on the secondary andprimary research findings:1. Brand identity • New logo • Color palette2. Web site mock-up3. Brochure4. Monthly newsletter5. TV Spots for local broadcasting channels6. Tabling exhibit7. Potential donor package • Press Release • Letter • Fact Sheet8. Mailers9. Door hangers10. T-shirtEach tactic was individually created to increase awareness about the East GainesvilleCommunity Foundation: 33
  34. 34. Tactic 1: Brand Identity Color Palette Primary Colors Logo Green Logo Orange C=52 M=0 Y=93 K=0 C=0 M=45 Y=87 K=0 R=109 G=179 B=62 R=255 G=127 B=0 Complementary Colors Blue Yellow Lime C=98 M=81 Y=0 K=0 C=7 M=2 Y=67 K=0 C=21 M=0 Y=87 K=0 R=21 G=49 B=118 R=244 G=240 B=77 R=69 G=100 B=87 Teal Purple Brown C=68 M=2 Y=5 K=0 C=56 M=55 Y=0 K=0 C=27 M=56 Y=86 K=40 R=21 G=170 B=212 R=113 G=83 B=173 R=80 G=58 B=34 Type Color Dark Grey C=81 M=76 Y=71 K=41 R=36 G=36 B=36 34
  35. 35. Tactic 2: Web Site Mock-UpHome page East Gainesville Community Foundation Formerly known as East Gainesville Development Corporation Home About Us Programs News Partners Resources Make a donation Welcome Our Mission East Gainesville Community Foundation is a non-profit that serves To provide people with the community providing people with the tools they need to become the tools to be financially self-reliant. We run several programs to assist Gainesville financially self reliant residents in need with everything from income tax preparation to both in managing and entrepreneurship training. Please view our programs page to learn investing of money. more about how we can help you. As a non-profit, we rely on the generosity of private and corporate donors to keep our programs afloat. If you are interested in becoming a partner, or making a contribution, click here. Home About Us Projects News Partners Make a donation Resources 35
  36. 36. About Us East Gainesville Community Foundation Formerly known as East Gainesville Development Corporation Home About Us Programs News Partners Resources Make a donation About Us Our Mission East Gainesville Community Foundation began in 1997 as a task To provide people with force comprised of 200 local community members. In 2001, the task the tools to be force changed the organizations name to East Gainesville financially self reliant Development Corporation. both in managing and In 2009, EGDC chose to re-brand itself once again to ensure that investing of money. East Gainesville residents recognize the organization as a credible non-profit organization. Today, the organization is responsible for programs which provide people with the necessary tools to be financially savvy. The overall goal of East Gainesville Community Foundation is to enhance the lives of East Gainesville residents, through the power of knowledge and self-empowerment. The programs we offer are not a hand out, but a helping hand to individuals who are seriously interested in financial independence. Home About Us Projects News Partners Make a donation 36
  37. 37. Tactic 3: Brochure East Gainesville Community EGCF: Foundation Board of Directors Rhonda DeCambre Stroman, Esq. Dip. Ed. Mission. To provide people with Chairman & CEO the tools to be financially self Jacquelyn White reliant both in managing and Vice Chairman of Programs investing of money. Kimberly Hankerson, MBA Vice Chairman of Resource Development Message. East Gainesville Pamela Burns, CPA, EA, FCPA Community Foundation cares and Chief Financial Officer exists to help YOU! Chris Coleman, Registered Representative Chief Administrative Officer We provide access to a variety of local resources and encourage Rev. Samuel Jones Jr. Nona C. Jones participation in various EGCF Anthony Gordon sponsored programs. We want Cedrick Baker Albert White you to learn more about EGCF Isaac Jones and take advantage of both our Ian R. Fletcher services and aid we offer. Shaad Rehman April Green Erica Castano Programs: Dollars and $ense, NxLevel Entrepreneurship Training, Project EmPowerment, Micro-loans Program, and Camp Tools for your financial future East Gainesville Community Foundation Money Que$t. PO Box 1443 Gainesville, Florida 32602 Phone:1-866-535-5040 www.egdc.org About: Want to help? East Gainesville Community Foundation East Gainesville Community Stay Updated with the Foundation is a non-profit organization East Gainesville Community Foundation East Gainesville Community with limited funding. began in 1997 as a task force comprised of Foundation! If you are interested in giving of your 200 local community members. In 2001, time or a monetary donation, please the task force changed the organizations contact Rhonda Stroman, Chairman & name to East Gainesville Development CEO, at rdcambre@yahoo.com. Corporation. • Visit www.egdc.org In 2009, the organization decided to re- • Visit our online discussion forum brand itself once again to ensure that East Interested in a program Gainesville residents recognize the • Join our mailing list by submitting application? organization as a credible non-profit your email and physical address organization. to rdcambre@yahoo.com Applications for Project EmPowerment can be found at the GRU front desk. Today, the organization is responsible for programs which provide people with the • Join an information session at All other applications can be found by necessary tools to be financially savvy. various events throughout the contacting Rhonda Stroman, Chairman year. & CEO, at rdcambre@yahoo.com The overall goal of EGCF is to enhance the lives of East Gainesville residents, through the power of knowledge and self- empowerment. The programs we offer are not a hand out, but a helping hand to individuals who are seriously interested in financial independence. 37
  38. 38. Tactic 4: Monthly Newsletter ! ! ! ! Tools for your financial future since 1997. A Monthly Newsletter" ISSUE 1 - SPRING 2010 DONOR INFORMATION ONLINE FORUMS SIGN UP FOR OUR CONTACT US PROGRAMS OFFERED If you are interested Meet others in your MAILING LIST Questions? Mail, See the five-financial in donating, please area and post any Stay up to date with Email, or call today. programs currently review this to see questions, comments, EGCF’s classes and Page 2 being offered by more company or concerns on our events! EGCF. information. discussion board! Page 2 Page 2 Page 2 Page 2 East Gainesville residents themselves. EGDC with Gainesville offices, such as Nationwide MEET THE does not practice stewardship with its former Insurance. ORGANIZATION grant suppliers, and therefore has lost much of its We are interested in expanding all areas of previous funding. funding, with hopes of receiving government We have gone through several name changes, grants in the future. EGCF is managed by a 15 but have kept the same purpose. Developed in member Board of Directors who participate on 1997 as the East Gainesville Community Task a volunteer basis. All members have full-time Force, our non-profit organization has worked jobs in different industries throughout the to address community issues in the areas of Gainesville community. The board meets employment, business development, tourism, every month to discuss any changes or new education and health. The Task Force soon ideas that could further enhance its took on a new identity, the East Gainesville relationships. Development Corporation in 2001. EGCF has communicated and provided free Throughout our operation, the EGDC has income tax preparation services and advocated growth in the East Gainesville educational classes to local residents for 12 region through local support in the form of a Our purpose is to facilitate empowerment years. Our primary message is for individuals variety of programs. among the low-income population of to be self reliant in managing and investing Gainesville, particularly East Gainesville. The In 2009, our name changed to EGCF. Through their money. various programs provide education to these surveying, we found a similarity among our residents about all aspects of becoming We also encourage overall self-empowerment respondents. financially secure and self-sufficient through among East Gainesville residents. The workshops and classes. Our organization and message continues to be carried through the EGDC often mislead respondents by its name, its programs are entirely funded through this non-profit remains unknown to many of Dollars and Sen$e campaign, Project donations and grants. Private donation EmPowerment, NxLevel Entrepreneurship its constituents. It is a recognizable name by attempts have been met with little if any other non-profit businesses, but is indistinct to Training, Volunteer Income Tax Assistance, response. Therefore, EGCF has focused its and Camp Money Que$t. many of its primary target audience, the fundraising efforts mainly on corporations EAST GAINESVILLE COMMUNITY FOUNDATION! 1 38
  39. 39. E A S T G A I N E S V I L L E C O M M U N I T Y F O U N D A T I O NPROGRAMS OFFERED DONOR INFORMATION CONTACT USDOLLARS AND $ENSE People like you are the heart of this organization. Without you we would not beThis campaign is an initiative that unites able to exist!professional citizens with low-incomeresidents of East Gainesville who need Please contact Board Chairman and CEOassistance with taxes. The volunteers from the Rhonda DeCambre Stroman.government, non-profit and private sector areassigned to several locations acrossGainesville from January to April, the prime By phone: 352-214-1974months of tax season to provide free tax aid. By email: rdcambre@yahoo.om• Reached 4,000 community members.• Saved almost $3 million in tax refunds. By mail: P.O. Box 1443 ! Gainesville, FL 32602Project EmPowerment Visit our Web site at: www.EGDC.org.Launched in 2008 in partnership with If you are interested in donating your moneyGainesville Regional Utilities and the and/or time, EGCF needs you!Community Weatherization Coalition, thiscampaign provides monetary assistance to Our organization understands local hardships,low-income Gainesville residents who fallbehind on their utility bills. cares about improving them, and we are aiming to improve the situation, which would•More than 30 low-income residents have better the community in East Gainesville. Wereceived funding through this project. need your help to improve things, in the way of donations of either time or money. You can•Also provides education on how to lowerutility bills. be an active force in cleaning up poverty in the East Gainesville community to make this aNxLevel Entrepreneurship Training better place for current and future generations.This program provides thousands of dollars infunding to different business ideas submittedby Gainesville residents.To receive funding, applicants must complete: ONLINE FORUMS •an entrepreneurial training program where These message boards will allow Gainesvillein the top four business ideas receive micro residents, specifically those residing in Eastloans, small amounts of money to start and Gainesville, to discuss a variety the following:grow their businesses in the Gainesvillecommunity. •All five offered programs. •Everyday financial problems.VITAThis program relies on the University ofFlorida student volunteers to assist bypreparing tax forms for the program’sparticipants.•Open to all, though heavily targeted to low-income residents who do not have thefinancial means to pay for tax assistance.Camp MoneyQue$tThis campaign is a five-day money campdesigned to teach 13-18 year old youthfinancial management skills.Students will learn how to: SIGN UP FOR OUR MAILING•Set up a budget. LIST•Spend wisely. By signing up for our mailing list, you will•Establish credit and use it wisely. receive: • Reminders for educational programs. • Weekly reminders of upcoming events. • Any publicity about EGCF.Rhonda DeCambre Stroman2! EAST GAINESVILLE COMMUNITY FOUNDATION 39
  40. 40. Tactic 5: TV SpotAs per survey results, the majority of our target public receives their information from atelevision news source. Creating a tactic for this medium is essential. The series of fourcommercials chronicles the experience of one East Gainesville resident, Brenda, as shediscovers and utilizes the services provided by East Gainesville Community Foundation toachieve her full business potential.The viewers will follow the plight of the character through the television commercials,although they are also prompted to visit the Web site to find out more information. Thisformat gives a sense of familiarity with the character, as well as create a story line the publiccan follow. Ultimately, it should be inspiring to the community, while informing them of theopportunities that could be attained through the use of East Gainesville CommunityFoundation’s services.TV Spot 1:(Dollars and $ense Campaign) Character: Brenda, Black female in her mid-40s. Voice over:I HEARD ABOUT THE EAST GAINESVILLE COMMUNITY FOUNDATION’S DOLLARS AND $ENSECAMPAIGN FROM ANOTHER MOTHER AT MY SON’S SUMMER BASKETBALL TOURNAMENT. SHESAID THEY TAKE ALL THE HASSLE AND CONFUSION FROM COMPLETING YOUR TAXES, AT NOCOST.  ALL YOU HAVE TO DO IS VISIT ONE OF THE LOCATIONS AND BRING ANY INFORMATIONNEEDED TO HELP YOU COMPLETE THE TAX FORMS. IT TOOK A MATTER OF MINUTES AND ITWAS GREAT HAVING AN EXPERT CLARIFY ALL MY QUESTIONS REGARDING MY TAXES.THE AGENT ALSO TOLD ME ABOUT OTHER FINANCIAL EDUCATION PROGRAMS THEY PROVIDE REGARDING BUSINESS AND ENTREPRENEURSHIP. NOW THAT THE HASSLE OF FILING MY TAXESIS DONE, I AM ANTICIPATING MY TAX REFUND. NOW WITH A HEAD START ON MY FINANCES, ICAN TAKE ADVANTAGE OF THE NxLEVEL ENTREPRENEURSHIP TRAINING PROGRAM THEYOFFER. TO FIND OUT MORE ABOUT BRENDAS EXPERIENCE WITH ALL THE EAST GAINESVILLECOMMUNITY FOUNDATION HAS TO OFFER, PLEASE VISIT WWW.EGDC.ORGEast Gainesville Community Foundation. Tools for your financial future. 40
  41. 41. TV Spot 2(NxLevel Entrepreneurship Training)Character: Brenda, Black female in her mid-40s.Voice over:THE FIRST TIME I WENT TO THE EAST GAINESVILLE COMMUNITY FOUNDATION FOR HELP WITHCOMPLETING MY TAX FORMS, I WAS BLOWN AWAY BY ALL THE DIFFERENT SERVICES GEAREDTOWARDS HELPING ME LEARN TO MANAGING MY MONEY.  THE NxLEVEL ENTREPRENEURSHIPPROGRAM IS FREE TO ENROLL FOR COMMUNITY MEMBERS, WHICH I REALLY APPRECIATEDURING THESE TOUGH TIMES.  I LEARNED THE CLASSES LAST 8 to 10 WEEKS AND CAN GIVEME INVALUABLE INSIGHT INTO THE REALITY OF WHAT IT TAKES TO MANAGE MY OWNBUSINESS.  THE COURSE IS TAUGHT BY EXPERIENCED MEMBERS OF THE COMMUNITY WHOARE ALWAYS ABLE TO ANSWER ANY QUESTIONS I HAVE ABOUT ENTREPRENEURSHIP.  I HAVEALWAYS WANTED TO OPEN MY OWN DANCE STUDIO, AND NOW WITH POSSIBLITY OFRECEVING A SCHOLARSHIPS IF I AM ONE OF THE FOUR TOP GRADUATES AND ALL THEKNOWLEDGE I GAINED FROM THE COURSES, IT COULD ACTUALLY BE A REALITY!  MY FRIENDSAT THE EGCF SAY THE NEXT STEP IS TO LOOK INTO THE MICRO-LOAN PROGRAM.  I REALLYAPPRECIATE KNOWING THAT THERE IS AN ORGANIZATION IN GAINESVILLE THAT IS DEDICATEDTO HELPING ME SUCCEED.TO FIND OUT MORE ABOUT BRENDA’S EXPERIENCE WITH ALL THE EAST GAINESVILLEDEVELOPMENT CORPORATION HAS TO OFFER, PLEASE VISIT WWW.EGDC.ORGEast Gainesville Community Foundation. Tools for your financial future. 41
  42. 42. TV Spot 3(MICRO-LOAN PROGRAM)Character: Brenda, Black female in her mid-40s.AFTER I COMPLETED THE EAST GAINESVILLE COMMUNITY FOUNDATION’S NxLEVELENTREPRENEURSHIP PROGRAM, I WAS AWARDED A SCHOLARSHIP TO START MY OWNBUSINESS.  IT WAS A GREAT START, BUT THE ENTREPRENEURSHIP COURSES TAUGHT ME THATIN ORDER TO HAVE A SUCCESFUL START-UP I NEED TO INVEST IN MY BUSINESS.  THEORGANIZATIONS MICRO-LOAN PROGRAM IS DESIGNED TO PROVIDE THE FINANCIALASSISTANCE NECESSARY TO BEGIN A BUSINESS VENTURE. EAST GAINESVILLE COMMUNITYFOUNDATION IS HELPING THE COMMUNITY BY CREATING OPPORTUNITIES FOR LOCALBUSINESSES TO THRIVE. THE MICRO-LOAN PROGRAM IS JUST ONE OF THE MANY WAYS THEYHAVE HELPED ME ACHIEVE MY DREAM OF OPENING MY OWN DANCE STUDIO.  THEY HAVEINSPIRED ME TO USE MY SUCCESS TO MOTIVATE OTHERS IN MY COMMUNITY.TO FIND OUT MORE ABOUT BRENDA’S EXPERIENCE WITH ALL THE EAST GAINESVILLEDEVELOPMENT CORPORATION HAS TO OFFER, PLEASE VISIT WWW.EGDC.ORGEast Gainesville Community Foundation. Tools for your financial future.  42
  43. 43. TV Spot 4(Success)Character: Brenda, Black female in her mid-40s.Voice over:IT HAS BEEN A YEAR SINCE I FIRST UTILIZED EAST GAINESVILLE COMMUNITY FOUNDATIONSSERVICES. IT ALL STARTED WITH THE TAX FORM COMPLETION SERVICE, WHAT IS KNOWN ASTHE DOLLARS AND $ENSE PROGRAM. I AM SO GLAD I TOOK THE TIME TO LEARNING ABOUTTHEIR PROGRAMS SO I COULD BENEFIT FROM THEM. EGCF HAS CHANGED MY LIFE ANDTAUGHT ME THE SKILLS NEEDED TO FOLLOW MY DREAMS.  I NOW OWN AND OPERATE MYVERY OWN DANCE STUDIO FOR YOUNG LADIES. EGCF PROVIDED ME WITH FREE TOOLS INEEDED TO SECURE MY FINANCIAL FUTURE.  AND NOW, I GIVE MY TIME AND GUIDANCE TOOTHER MEMBERS OF THE COMMUNITY WHO ARE LOOKING TO CHANGE THEIR LIVESTHROUGH VOLUNTEERING AS AN EGCF REPRESENTATIVE. THE BENEFITS OF WORKINGTOGETHER AS A COMMUNITY ARE ENDLESS, AND TOGETHER WE HAVE WHAT IT TAKES TOMAKE EAST GAINESVILLE FLOURISH WITH PROSPERITY, ESPECIALLY WITH THE ASSISTANCE OFLOCAL COMMUNITY ORGANIZATIONS.  TOGETHER IT IS POSSIBLE. FIND OUT MORE ABOUT BRENDA AND WHAT THE EAST GAINESVILLE DEVELOPMENTCORPORATION HAS TO OFFER. PLEASE VISIT WWW.EGDC.ORGEast Gainesville Community Foundation. Tools for your financial future. 43
  44. 44. Tactic 6: Tabling Exhibit 44
  45. 45. Tactic 7: Potential Donor Package Potential Donor Package 2009 45

×