The document provides an executive summary and introduction for a report about the Papillion Community Foundation organization. The summary discusses how the Foundation plans and organizes community events throughout the year to raise funds and enhance quality of life in Papillion, Nebraska. However, the Foundation struggles with branding and many residents are unaware that it is separate from the city government. The report proposes rebranding strategies like changing the logo and increasing social media presence to help distinguish the Foundation from the city and boost donations. Research methods for understanding the local community and target markets are also summarized, including a survey of 300 residents.

1. I.​ ​EXECUTIVE SUMMARY
The first part of any project includes a base, a heart, a foundation. From this foundation,
the project can grow, a person can thrive, and a community can be built. When people come
together for the sole purpose of bettering their community, they build a foundation. The Papillion
Community Foundation's purpose is to identify, develop, and support community programs that
enhance the quality of life in the Papillion community. Through this mission, our organization
composes different events throughout the year to sell an experience, rather than a product, to the
citizens of Papillion, Nebraska. Activities in each of the four seasons allow family fun to
continue throughout the year.
Ann Ames, President of the Papillion Community Foundation, has the responsibility of
overseeing all events and forty on­call volunteers. The organization only has only one full time
employee: Ann Ames. As part of her duties, she must advertise, market and conduct Winter
Wonderland, Holiday Luncheon, Papillion Days, and Casino Royale. Each of these activities is
marketed towards families of all ages, except Casino Royale, which targets patrons of a "21 and
over" demographic. Through these events the Papillion Community Foundation receives it's only
source of revenue, excluding outside donations.
Contrary to popular belief, the Papillion Community Foundation is not associated with
the City of Papillion. It is, however, an active member of the Sarpy County Chamber of
Commerce and has volunteers that attend yearly Chamber meetings as well as monthly Town
Hall meetings. Ann Ames is an active member in the community and has connections throughout
the city. However, her efforts have failed to distinguish that the Papillion Community
Foundation as an organization separate from the city. This dilemma has led to marketing
problems as possible donors and citizens alike assume that the city conducts these wondrous
events, putting the Foundation's work out of view. It is an unknown organization as the city
unknowingly steals all of its glory. This is both good and bad for the Foundation, because when
people believe the city puts these events on, they take on the legitimacy of the city. Citizens want
to attend due to their sense of community pride. On the downside, the work of Ann Ames and the
volunteers goes unnoticed, year after year.
To fix this problem, we propose that the Papillion Community Foundation change its
logo from a standard Monarch butterfly, a symbol which many citizens associate with the city, to
something more family oriented and unique. This will help the organization distinguish itself
from the city and ideally increase the number of donations. Also, with this new logo, the
organization should purchase new signage with this logo to begin rebranding their organization
early on. In the Age of Social Media, we also decided that Facebook is a reliable, effective
source for spreading the word about events. This social media account should be updated
frequently. The Foundation's standard, flat webpage also needs revamping and we have provided
costs and estimates associated with this, as well as with all other suggested changes.
With costs depending on whether or not a local, international or volunteer business will
assist in this rebranding, the price of the operation is variable and a deadline is difficult to
confirm. Through all these efforts we fully believe that the Papillion Community Foundation can
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2. retain its reputation of excellence in events while rebranding the organization to stand apart from
the city and build recognition on its own.
II. INTRODUCTION
A. Description of the Business or Organization:
The Papillion Foundation is a nonprofit service business that uses its funds to better the
Papillion Community. Their profits come from events such as Papillion Days, Winter
Wonderland, Holiday Luncheon, and Casino Royale. These events aid to balance the needs of
the Papillion Community and better the quality of life through community projects. Papillion
Days is a summer festival full of family oriented fun. Winter Wonderland transforms downtown
Papillion with horse­drawn carriage rides and lights. Holiday Luncheon targets a
community­active group of people including the mayor and Papillion City Council. Casino
Royale gives parents a night of grown­up fun away from their children. Ann Ames is the
Executive Director of this organization and works with the Board Vice President Margaret
White. The Papillion Foundation is housed in the heart of downtown Papillion in City Hall at
122 East Third Street.
B. Description of the community
Papillion was founded in 1870 as a railroad stop on the way to Omaha. It was named by
an enthralled Frenchman, gazing at the exquisite butterflies. He dubbed the city ‘Papillion’,
which is French for butterfly.
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3. Papillion is ranked the eighth best place to live in the United Sates according to Money
magazine. Papillion is mainly upper class with incomes ranging from $50,000 to $150,000
according to the 2012 Census. Papillion's unemployment rate is 3.90 percent compared to the
United States 8.60 percent as of 2013. The future predicated job growth in Papillion is 42.02
percent. Papillion La­Vista School District is the number one employer in Papillion. An outdoor
shopping center called Shadow Lake was opened in May 2007 and it’s an attraction for Papillion
citizens and surrounding communities. The center includes stores such as Yankee Candle, Dicks
Sporting Goods, and Charming Charlie's. It also boasts big name restaurants like Buffalo Wild
Wings, Texas Roadhouse, and Taco Bell as well as smaller eateries like Wheatfield’s and
Morning Noon and Night.
Papillion is south of the City of Omaha, shown on Map 1, and is part of Sarpy Country. It
lies about 20 minutes away from Interstate 80 and I­29. According to the US Census Bureau,
Papillion is 6.45 square miles.
According to the 2010 census of Papillion, Nebraska, the
population of Papillion is 18,894 people. Additionally,
Papillion as a whole has grown 15.47% in population since the
year 2000. Papillion is a thriving commercial area 51.24% of
the population are female residents as opposed to the 48.76%
of male residents. The median age is 36.8 years old. The
Papillion Foundation aims to target all ages ranging from children with the Papillion Days parade
to the elderly with Winter Wonderland and the Holiday Luncheon.
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4. The market segmentation of Papillion consists of upper­class, middle­age citizens with
children; upper­class, middle­age citizens without children; upper­class, new families with
children; wealthy, middle­age citizens with children. Graph 1 below depicts the segmentation of
races in Papillion.
Socio­economic factors are between the social aspects of living and economic aspects.
The personal crime rate is .01% and the median family income is $87,858. The target markets
commonly watch American Idol, The Amazing Race and read Shape as well as vacation at ski
resorts and other upscale venues. The market generally prefers online shopping from sites such
as ​amazon.com​ and ​buy.com​.
The city of Papillion has many recreational opportunities for its community members.
The Sumter Amphitheater hosts plays, activities, and movies for the citizens of Papillion to
enjoy. Parks and trails such as Walnut Creek and West Papio Trail encourage citizens to enjoy
outdoor activities as well as beautiful views.
C. Overview of the Organization
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5. The Mission of Papillion Community Foundation is to identify, develop and support
community programs that enhance the quality of life in the Papillion Community. Therefore the
organization's target market is families of Papillion, Nebraska. The organization donates money
to schools, public works projects, and other city functions as well. Their existing branding efforts
include websites, signage/posters, and media opportunities in the news, Papillion Vision, radio,
and literature. Unfortunately, events that the Papillion Community Foundation funds and
organizes are still overshadowed and seen as the city’s responsibility.
III. RESEARCH METHODS USED IN THE STUDY
A. Description and rationale of research methodologies selected to conduct the
research study
The Papillion Community Foundation is disconnecting from the city of Papillion’s
credibility to gain more name and brand recognition. To discover information on the target
market, we conducted a survey consisting of fourteen questions about subjects’ knowledge of the
organization and the Foundation’s events as well as the subjects’ demographics. We chose to ask
if they heard of the organization to determine our starting point with brand recognition. We also
asked if they had attended or heard of the events that the Papillion Community Foundation funds
to measure the public acceptance of each event. We questioned social media usage to gain
knowledge of the organization’s outreach. At the end of the survey, we asked about
demographics, including age group, marital status, and family life. This helped us pinpoint our
target market and where we could improve on our goal of name and brand recognition.
B. Process used to conduct the selected research methods
We divided 300 surveys among the three of us to appropriately reach different types of
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6. Papillion residents. During week one, we collected 160 surveys from the Sarpy Community
YMCA, American Legion in downtown Papillion, Dort’s Bar and Grill, Papillion LaVista South
High School’s Academy Night. During week two, we collected 140 surveys from STRATCOM,
students and teachers at Papillion LaVista South High School, Eagle Ridge and Eagle Hills
neighborhoods, Titan Springs neighborhood and Grand View and Savannah Shores
neighborhoods. We completed most of our surveys with ease and used our communication skills
that we learned from past DECA experiences to aid our process. We came to a road bump when
Dort’s Bar and Grill was not very busy when we planned to complete fifty surveys. We had to
return on an additional night to complete our quota from Dort’s Bar and Grill. We surveyed
multitudes of demographics, from citizens highly involved in community outreach to students
that don’t know the location of Papillion City Council. We believe that we gathered a fair sample
of the City of Papillion because it is primarily families living in the city.
IV. FINDINGS AND CONCLUSIONS OF THE STUDY
A. Findings of the Research Study
The survey we conducted asked questions concerning knowledge of Foundation events,
social media involvement and demographics. Our survey’s first question found that 38 percent of
community members had heard of the Papillion community foundation and 62 percent had not,
as seen in Graph 1. Our seventh question found that 74 percent of people thought that the
Monarch butterfly, the Papillion Community Foundation’s logo, was directly connected to the
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7. City of Papillion (Graph 2). That leaves only 26 percent of citizens that do not associate the
Monarch butterfly with the City of Papillion. For q
uestion eight, we asked the subjects if they had a
Facebook. We found that 82 percent of subjects had a Facebook, and only 18 percent did not.
This data is displayed in Graph 3.
Our ninth and eleventh questions asked the subjects that had answered yes to the previous
question asking if they had a Facebook to then mark if they were following the Papillion
Community Foundation page, the Papillion Days page, or neither page. Only 12 percent of
subjects with a Facebook follow the Papillion Community Foundation page and 21 percent of
subjects follow the Papillion Days page. Even fewer subjects marked that they followed neither
page, so we decided to throw out the ‘none’ answer choice and assume that all subjects who did
not mark “yes” to following one of the pages followed neither of the pages.
B. Conclusions based on the findings
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8. We expected the yes responses to the first question “Have you heard of the Papillion
Community Foundation?” to be low and our findings proved this hypothesis correct. The
organization has little to no name or brand recognition and our survey clearly depicts that
information. We also believed that the organization’s logo, a Monarch butterfly, connected them
to the City of Papillion unbeknownst to them. Because the survey proved our theory, we have
decided to change the logo to separate the organization from the city. We also found that 82
percent Papillion residents have a Facebook. This proved our theory that Facebook would be a
great avenue to promote the organization.
We also found that over half of the people surveyed were single but many still have
attended Papillion Days. This showed that Papillion Days is not only a family event, but includes
and integrates citizens of all marital statuses. We ended up not interviewing any separated
individuals due to our random sampling but found that most individuals in our sample were
single or married which enhanced our knowledge of our target market (Graph 4).
V. PROPOSED REBRANDING PLAN
A. Objectives and rationale of the proposed rebranding plan
When meeting with the organization we discussed which media outlets we wanted to
keep and which we wanted to add. We discovered that Facebook is a major avenue that already
exists for the Foundation to share information about events the organization presents. Presenting
our target market with upcoming dates and new event information allows them to be more
involved. We propose that information about events such as Papillion Days should be put on the
Facebook page year round. The posts should be placed on both Facebook pages, Papillion
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9. Community Foundation and Papillion Days with each page tagged in the other to make it user
friendly.
We also found that signage such as story boards (large lawn signs with a theme/story
displayed through multiple signs in a row) displayed throughout the city of Papillion would be
beneficial to attract attention to the organization. To be effective the signage should be put out a
month before the event happens. The boards should be displayed throughout the city in
downtown Papillion, in public parks, etc.
In addition, we proposed designing a new logo for Papillion Community Foundation to
aid in differentiating from the city. As of now, the logo is the Monarch butterfly, but changing
the logo could distinguish the organization to stand alone and be known for what they do not just
for what the city does. We suggest the new logo be a drawing of a family because the
organization is family oriented. Although it is marketed to singles as well, we know that this
would be more appealing to families and could separate the foundation from the city.
We suggest that the Papillion Community Foundation hires a professional to redesign
their website. Currently it is very plain and wordy. We propose that pictures be added to make it
more appealing to the eye and more easily accessible. We would like to add an online system as
a way to purchase tickets for Papillion Days and other events as well. If the website were more
user­friendly it would be used more frequently for information.
B. Proposed activities and timelines
By February 20, 2014 the new logo would be created and posted to the Papillion
Community Foundation Facebook page and the Papillion Days Facebook page. This is four
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10. months before the organization’s main event, Papillion Days, so they have ample time to
smoothly transition from one logo to the next. On February 21, 2014 we would start revamping
Facebook posts including the new logo and promotion of our two upcoming events, Casino
Royale on February 22, 2014 and Papillion Days from June 11­15, 2014. Signage including the
new logo will be placed out to the public two weeks in advance of each event after Casino
Royale. The signs will be placed by public works officials due to legal issues on where signs
may be placed throughout the city.
The Papillion Community Foundation website updating could take up to eight weeks, at a
minimum. This project may be done by a volunteer which would make it free or low­cost for our
business. However, if it is done by a volunteer, the website may take longer to be updated,
upwards of three months possibly. The updates for the business webpage will be done after
Papillion days in July or August because it is the slowest time of the year in their market.
Currently, PapillionDays.org is used to inform the public of dates, times and activities of
Papillion Days but the Foundation owns two domains. The webpage PapillionDays.com is not
used currently, but the domain has been purchased so no one else could use it.
VI. PROPOSED BUDGET
A. Costs Associated With Proposed Rebranding Strategies
In order to update the Facebook account and keep it up to date, there will be no monetary
cost associated with it other than in time spent updating the account. The website revamping may
be done by a volunteer who, again, will be of no cost to the Foundation. The only consequence
of the volunteer constructing the website is that it may take longer due to other commitments. If
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11. the Foundation decides to hire an internet professional, this could cost between $2,000 and
$3,000 depending on the package the Foundation purchases from the Blue Collar Design Studio.
A professional business such as the Blue Collar Design Studio located in the Omaha area, could
provide the Foundation with this lower price.
The estimated cost for the new logo design could range from $195.00 for a Bronze
Package to $595.00 for a Gold Package. Each package has its advantages of color, number of
designers working on it, multiple designs to choose from, etc. If the Papillion Community
Foundation wishes to save money, we suggest they look into a professional business located in
the Omaha area such as Blue Collar Design Studio (mentioned above). The average price for a
logo design would be around $200.00.
With the new logo design made, new story boards and signs will need to be made to place
around the Papillion area to promote and market the events. Yard signs would cost $35.00 each,
and would be placed around the city of Papillion where the current signs are located for events.
There are twenty signs put out for each event which would total to $700.00. A banner would cost
$180.00 to make with the new logo design on it which would be used at the Papillion Days and is
featured in the parade. There are ten banners used at each event so this would cost a total of
$1,800.00. This signage could be ordered from Fast Signs, located at 751 North 114 Street,
Omaha, NE, 68154.
We also propose the Papillion Community Foundation order business cards from Vista
Print. For 250 business cards with full color, logo, glossy finish, and plain back, it would cost the
organization $10.00. These business cards would be handed out at each event and placed in
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12. thank you cards after events such as Casino Royale and Holiday Luncheon. The complete cost of
the yard signs, new logo, internet design, banners, and business cards would total to about
$5,210.00.
B. Proposed Metrics to Measure Return On Investment (ROI)
To estimate a return on the investment of creating the new logo, surveys would be handed
out the day of the event to find why the participants attended. This would help the Papillion
Community Foundation determine if the attendees came because of the new logo or because of a
different reason. Their answers could range from the new logo to the new business cards or to the
new signage. Another way to find an estimate on the return on investment would be to compare
the sales numbers from this next year to the previous year at each event. The records of the sales
are held at the Foundation office and would be analyzed to find the difference in attendance.
With a budget ceiling of $20,000, it was vital to find low­cost, high­quality professionals or
volunteers to help the Foundation. To earn back this money spent, we predict that after the
annual Papillion Days event, the Foundation will have made back enough money to be in the
black.
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13. VII. BIBLIOGRAPHY
Papillion Community Foundation. "Papillion Community Foundation." ​Papillion Community
Foundation​. 2013. Headway. 12 Dec. 2013 <http://www.papillionfoundation.org/>.
Website.
"Papillion, NE Demographics." ​Data & Community Statistics​. 2013. Area Vibes Inc. 12 Dec.
2013 <http://www.areavibes.com/papillion­ne/demographics/>. Website.
Blue Collar Design Studio. "Blue Collar Design Studio." ​Blue Collar Design Studio​. 2009. Blue
Collar Design Studio. 12 Dec. 2013 <http://www.bluecollarne.com/services.html>.
Website.
VistaPrint. "Premium Business Cards." ​Vistaprint​. 2001. 12 Dec. 2013
<http://www.vistaprint.com/category/business­cards.aspx?txi=15626>. Website.
"Welcome to FASTSIGNS® —Omaha ­ 114th Street." ​Signs, banners, exhibits and printing in
Omaha​. 25 May 2005. 12 Dec. 2013 <http://www.fastsigns.com/47­omaha­ne. Website.
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14. VIII. APPENDIX
Appendix A
Citizen Survey
Have you heard of the Papillion Community Foundation?
Yes No
Have you ever been to Papillion Days?
Yes No
If yes, have you been a regular attendee?
Yes No
Please circle the events you have been to.
Papillion Days Winter Wonderland
Holiday Luncheon Casino Royale
Please circle the events you have heard of. (They may be the same)
Papillion Days Winter Wonderland
Holiday Luncheon Casino Royale
Have you lived in Papillion your whole life?
Yes No
Do you associate a Monarch butterfly with the city of Papillion?
Yes No
Do you have a FaceBook account?
Yes No
If yes, do you follow one of the following?
Papillion Community Foundation Page
Papillion Days Page
Do you have a Twitter?
Yes No
If yes, do you follow one of the following?
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15. Papillion Community Foundation
Papillion Days
Please circle you age group.
24 or under 25­34. 35­44. 45­54. 55­64. 65+
Describe your marital status
Single Married Widowed Divorced Separated
Do you have children?
Yes No
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16. Appendix B
Papillion Community Foundation’s Current Logo
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17.
Appendix C
The picture below was taken at the Foundation’s annual event Papillion Days.
Below, is a welcome sign that you can see once you enter the city of Papillion. It is located on
the corner of 84​th​
and Highway 370, near the location where the Papillion Community
Foundation hosts their events such as Papillion Days and Winter Wonderland.
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18.
Appendix D
Below is a photograph of the Shadow Lake shopping center in Papillion, Nebraska, mentioned in
the description of the community.
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19. 19