What is FREEThink?
A public service initiative run by AAF Sacramento (the regional chapter of the American Advertising Federation, the nation’s oldest advertising trade association).
Helping local non-profits tackle some of their toughest marketing challenges during design-a-thon weekends. Help us. Help you. Help others.
➤ 2017 Event Recap: www.aafsacadclub.com/freethink-2017-recap
----------------
THEIR MISSION
----------------
We are committed to making the world a better place for our neighborhoods and our children by dedicating ourselves to helping individuals achieve stronger financial outcomes. Through collaboration, creating dialogue, and increasing education to financial literacy, we strive to enhance the quality of life in underserved communities.
----------------
THEIR ASK
----------------
Conduct and brand audit and rebrand the organization in an effort to adapt to a market shift.
Integrated Marketing Proposal for USPS - BIC Class ProjectAlexandra Suazo
CCNY's BIC foundational course Business Strategy & Measurement, taught by Scott Elias, focused on business growth-specifically; how brands have been and are created and curated, acquired and sold. Students learned how to develop, design and implement branding and integrated strategies that optimize business growth, brand equity (value), vitality, and resonance.
Our final assignment focused on business process, facts and findings about the consumer, and the competition and societal landscapes of a brand of choice. As a small team of four, my group tackled the United States Postal Service (USPS). The final presentation included a situational review on the past and current brand perception as well as competitive research on the mail delivery and courier industry, a brand brief framework and identity, and finally an integrated marketing communications plan (IMCP) for the proposed repositioning of USPS.
As team lead, I managed the production (visual design and formatting) and editing of the final PPT presentation and led the content areas related to the consumer audience and their voice and the IMCP. I’m particularly proud of my Instagram idea and mockup on slide 33.
Semester: Fall 2013
Live Webinar: Taming the Financial Content BeastLinkedIn
In response, financial brands have ramped up their investment in content marketing. However, many are still struggling to define how much content they should produce, in what formats and through which channels to activate it.
In attempting to ‘tame the content beast’, the solution is perhaps to anchor content back in the context of the customer journey. This process starts by mapping these journeys from awareness, through consideration and nurture to purchase – and beyond. These journey maps should then inform the choice of content format and activation channel, depending on the customer’s needs at each stage. This holistic view should also provide a more meaningful benchmark to assess Return on Investment.
In response, financial brands have ramped up their investment in content marketing. However, many are still struggling to define how much content they should produce, in what formats and through which channels to activate it.
In attempting to ‘tame the content beast’, the solution is perhaps to anchor content back in the context of the customer journey. This process starts by mapping these journeys from awareness, through consideration and nurture to purchase – and beyond. These journey maps should then inform the choice of content format and activation channel, depending on the customer’s needs at each stage. This holistic view should also provide a more meaningful benchmark to assess Return on Investment.
Integrated Marketing Proposal for USPS - BIC Class ProjectAlexandra Suazo
CCNY's BIC foundational course Business Strategy & Measurement, taught by Scott Elias, focused on business growth-specifically; how brands have been and are created and curated, acquired and sold. Students learned how to develop, design and implement branding and integrated strategies that optimize business growth, brand equity (value), vitality, and resonance.
Our final assignment focused on business process, facts and findings about the consumer, and the competition and societal landscapes of a brand of choice. As a small team of four, my group tackled the United States Postal Service (USPS). The final presentation included a situational review on the past and current brand perception as well as competitive research on the mail delivery and courier industry, a brand brief framework and identity, and finally an integrated marketing communications plan (IMCP) for the proposed repositioning of USPS.
As team lead, I managed the production (visual design and formatting) and editing of the final PPT presentation and led the content areas related to the consumer audience and their voice and the IMCP. I’m particularly proud of my Instagram idea and mockup on slide 33.
Semester: Fall 2013
Live Webinar: Taming the Financial Content BeastLinkedIn
In response, financial brands have ramped up their investment in content marketing. However, many are still struggling to define how much content they should produce, in what formats and through which channels to activate it.
In attempting to ‘tame the content beast’, the solution is perhaps to anchor content back in the context of the customer journey. This process starts by mapping these journeys from awareness, through consideration and nurture to purchase – and beyond. These journey maps should then inform the choice of content format and activation channel, depending on the customer’s needs at each stage. This holistic view should also provide a more meaningful benchmark to assess Return on Investment.
In response, financial brands have ramped up their investment in content marketing. However, many are still struggling to define how much content they should produce, in what formats and through which channels to activate it.
In attempting to ‘tame the content beast’, the solution is perhaps to anchor content back in the context of the customer journey. This process starts by mapping these journeys from awareness, through consideration and nurture to purchase – and beyond. These journey maps should then inform the choice of content format and activation channel, depending on the customer’s needs at each stage. This holistic view should also provide a more meaningful benchmark to assess Return on Investment.
Leatherstocking AEA: Marketing Focus from Fund Development and Marketing Part...Andrew Marietta
Leatherstocking AEA program presentation by Tara Collins, Communications Director, Watershed Agricultural Council, on Fund Development and Marketing Partnership: Increasing Your Nonprofit's Success.
This presentation aimed at small businesses and entrepreneurs talks about how to be strategic with marketing. There are several bonus slides discussing how to use social media at the end of the presentation.
Omoka App is a financial records app available to smartphone users.
Omoka App allows self-help groups, conventionally known as ‘chamas’, to record financial information.
It adds to the table banking experience by providing a formal financial records canvas to an otherwise informal arrangement in the chamas.
The Next Level of Social Evolution: I Have a Social Profile, What’s Next? M...Benjamin Weisman
This Presentation looks at executing more than just a standard Social Presence and ways to consider return on influence and looks at the practice of Planning as a discipline and the ways that Magazines and publishing can leverage such thinking.
This was presented to the City and Regional Magazine Association (CRMA) at their annual conference.
The Best in Financial Services Content MarketingNewsCred
NewsCred's “Trends + Trendsetters” guides aim to educate marketers on trends, opportunities and content strategies that best-in-class brands are utilizing to engage their audiences. In this guide, we’ll take a look at content marketing in the financial services industry -- specifically American Express's OPEN Forum and First Round Capital's The Review.
How SACCOs can increase their memberships AD_compressed (1).pdfCoretecDigital
SACCCOs do strive to increase the number of their active members. Active members mostly translates to more transactions and increased deposits from members and increased revenues for the SACCO.
This presentation helps small businesses develop strong brand messages, identify target markets, and develop clear strategies to deliver messages to each market effectively throughout the year. Additional advice is provided on what basic marketing materials and processes should be developed, how to set a realistic marketing budget, and how to track efforts.
This presentation teaches entrepreneurs and small businesses how to strategically market their company or organization from how to use the basic tools of marketing, to how to identify, create messages for, and deliver messages to target markets. Presented by Ellen Didier of Red Sage Communications, to the FastTrac class at Women's Business Center of North Alabama.
What is FREEThink?
A public service initiative run by AAF Sacramento (the regional chapter of the American Advertising Federation, the nation’s oldest advertising trade association).
Helping local non-profits tackle some of their toughest marketing challenges in one design-a-thon weekend. Help us. Help you. Help others.
➤ 2016 Event Recap: http://www.aafsacadclub.com/freethink-2016-recap
----------------
THEIR MISSION
----------------
Founded in 1983, Loaves & Fishes feeds the hungry and shelters the homeless. We provide an oasis of welcome, safety, and cleanliness for homeless men, women and children seeking survival services. We are the largest local provider of comprehensive services for the homeless, providing for the needs over 13,000 guests each year.
----------------
THEIR ASK
----------------
Marketing Collateral — Two Information Brochure Designs + Copywriting, Big Day of Giving Concepting + Digital Assets for Social Media, Email Template Campaign Concept + Design
La Familia Counseling Center: FREEThink 2016 Brand DevelopmentYvonne Chavez
What is FREEThink?
A public service initiative run by AAF Sacramento (the regional chapter of the American Advertising Federation, the nation’s oldest advertising trade association).
Helping local non-profits tackle some of their toughest marketing challenges in one design-a-thon weekend. Help us. Help you. Help others.
➤ 2016 Event Recap: http://www.aafsacadclub.com/freethink-2016-recap
----------------
THEIR MISSION
----------------
La Familia Counseling Center improves the quality of life for at-risk youth and families of diverse backgrounds by offering multicultural counseling, support and outreach services and programs to help families overcome adversity, become empowered and succeed in their lives.
----------------
THEIR ASK
----------------
Brand Development — Logo Development, Merchandise Design, Marketing Kit Concepting + Design (Brochure, Rack Cards), Donation Card/Envelope Concepting + Design, Website Information Architecture Recommendations, Big Day of Giving Digital Assets for Social Media
Leatherstocking AEA: Marketing Focus from Fund Development and Marketing Part...Andrew Marietta
Leatherstocking AEA program presentation by Tara Collins, Communications Director, Watershed Agricultural Council, on Fund Development and Marketing Partnership: Increasing Your Nonprofit's Success.
This presentation aimed at small businesses and entrepreneurs talks about how to be strategic with marketing. There are several bonus slides discussing how to use social media at the end of the presentation.
Omoka App is a financial records app available to smartphone users.
Omoka App allows self-help groups, conventionally known as ‘chamas’, to record financial information.
It adds to the table banking experience by providing a formal financial records canvas to an otherwise informal arrangement in the chamas.
The Next Level of Social Evolution: I Have a Social Profile, What’s Next? M...Benjamin Weisman
This Presentation looks at executing more than just a standard Social Presence and ways to consider return on influence and looks at the practice of Planning as a discipline and the ways that Magazines and publishing can leverage such thinking.
This was presented to the City and Regional Magazine Association (CRMA) at their annual conference.
The Best in Financial Services Content MarketingNewsCred
NewsCred's “Trends + Trendsetters” guides aim to educate marketers on trends, opportunities and content strategies that best-in-class brands are utilizing to engage their audiences. In this guide, we’ll take a look at content marketing in the financial services industry -- specifically American Express's OPEN Forum and First Round Capital's The Review.
How SACCOs can increase their memberships AD_compressed (1).pdfCoretecDigital
SACCCOs do strive to increase the number of their active members. Active members mostly translates to more transactions and increased deposits from members and increased revenues for the SACCO.
This presentation helps small businesses develop strong brand messages, identify target markets, and develop clear strategies to deliver messages to each market effectively throughout the year. Additional advice is provided on what basic marketing materials and processes should be developed, how to set a realistic marketing budget, and how to track efforts.
This presentation teaches entrepreneurs and small businesses how to strategically market their company or organization from how to use the basic tools of marketing, to how to identify, create messages for, and deliver messages to target markets. Presented by Ellen Didier of Red Sage Communications, to the FastTrac class at Women's Business Center of North Alabama.
What is FREEThink?
A public service initiative run by AAF Sacramento (the regional chapter of the American Advertising Federation, the nation’s oldest advertising trade association).
Helping local non-profits tackle some of their toughest marketing challenges in one design-a-thon weekend. Help us. Help you. Help others.
➤ 2016 Event Recap: http://www.aafsacadclub.com/freethink-2016-recap
----------------
THEIR MISSION
----------------
Founded in 1983, Loaves & Fishes feeds the hungry and shelters the homeless. We provide an oasis of welcome, safety, and cleanliness for homeless men, women and children seeking survival services. We are the largest local provider of comprehensive services for the homeless, providing for the needs over 13,000 guests each year.
----------------
THEIR ASK
----------------
Marketing Collateral — Two Information Brochure Designs + Copywriting, Big Day of Giving Concepting + Digital Assets for Social Media, Email Template Campaign Concept + Design
La Familia Counseling Center: FREEThink 2016 Brand DevelopmentYvonne Chavez
What is FREEThink?
A public service initiative run by AAF Sacramento (the regional chapter of the American Advertising Federation, the nation’s oldest advertising trade association).
Helping local non-profits tackle some of their toughest marketing challenges in one design-a-thon weekend. Help us. Help you. Help others.
➤ 2016 Event Recap: http://www.aafsacadclub.com/freethink-2016-recap
----------------
THEIR MISSION
----------------
La Familia Counseling Center improves the quality of life for at-risk youth and families of diverse backgrounds by offering multicultural counseling, support and outreach services and programs to help families overcome adversity, become empowered and succeed in their lives.
----------------
THEIR ASK
----------------
Brand Development — Logo Development, Merchandise Design, Marketing Kit Concepting + Design (Brochure, Rack Cards), Donation Card/Envelope Concepting + Design, Website Information Architecture Recommendations, Big Day of Giving Digital Assets for Social Media
What is FREEThink?
A public service initiative run by the Sacramento Ad Club (SAC, the regional chapter of the national American Advertising Federation, the nation’s oldest national advertising trade association).
Helping local non-profits tackle some of their toughest marketing challenges in one design-a-thon weekend. Help us. Help you. Help others. www.aafsacadclub.com/freethink-2015
----------------
DESIGN BRIEF / BACKGROUND : CORE Contemporary Dance
----------------
The artistic mission of CORE Contemporary Dance (CORE) is to express ideas and emotions to our audience in a manner that will engage, entertain, educate, and promote the expression of human experiences through movement. Artistic Director Kelli Leighton founded CORE in 2007 and has been strongly committed to inspiring the passion of expression in the Sacramento youth through workshop participation and exposure to live performances. CORE encourages students to take the chance to express their own unique creativity and artistic voice in a non-judgmental environment. It is powerful how emotional some students get when given permission to release expectations and limitations and they can just express themselves in their own movement.
----------------
INSIGHTS
----------------
CORE has a very strong youth (<24 years old) following. CORE usually sells out each show.
----------------
DESIGN OBJECTIVE
----------------
• Design a brochure/tri-fold or information flyer for the Adaptive Dance program that can be utilized to build a media packet for sponsors and donors, as well as increasing exposure and awareness in the community.
• Create Social Assets specific to the Adaptive Dance and Apprentice Program: Facebook,Twitter and Instagram
• Design a brochure/tri-fold or information flyer for the Apprentice program that can be utilized to build a media packet for sponsors and donors, as well as increasing exposure and awareness in the community.
BRAND ATTRIBUTES/CHARACTER
Authentic, approachable, urban/contemporary/modern.
POSITIONING
Sacramento’s premiere contemporary dance company
POINT OF DIFFERENCE / KEY BENEFIT
Adaptive Dance is a unique and free program – students are taught by the company dancers. Apprentices and guest performers receive free dance training, free costuming and a unique performance opportunity with the company. Guest performers include dancers of different styles – particularly hip-hop – very inclusive and shows off the strengths of different styles of dance.
TARGET
• Primary: Performing arts and arts education supporters, Sacramento region arts community
• Secondary: Potential donors, sponsors
MANDATORIES
Utilize the CORE Contemporary Dance “stamp” logo
Friends of Sutter's Fort - Packaging & Flyer DesignYvonne Chavez
ORGANIZATION BACKGROUND
Sutter’s Fort State Historic Park is an icon in both California and the Sacramento area. One of the earliest European settlements, it is tied to pioneers, the Gold Rush, the Donner Party and of course John Sutter. The Friends of Sutter’s Fort is the non-profit that operates and manages many aspects of the Fort including the retail, marketing, special events and community relations. As a key attraction in the Sacramento region, we have been working with the Sacramento Convention and Visitors Bureau (SCVB) on promoting the Fort and providing special events for their tourism clients and in that spirit, created Pioneer Dinners.
The Friends of Sutter’s Fort also operates the museum store at the Fort. The store sells interpretive items including products produced onsite. Items sold include kits for making corn husk dolls, woven bags etc. Currently, packaging is not professional nor intriguing; a consistent look and feel will increase sales, but will also improve the image of the organization.
INSIGHTS:
The park has a lot of equity in nostalgia – memories that are shared across generations.
Significant repeat visitation: Survey shows 100,000 of visitors come to the Fort each year, and about 70% are 4th graders studying California history.
When you visit, it is a real experience that sometimes includes hands-on activities, or interpretive activities that are not a typical part of modern life (i.e. spinning, weaving) .
The Sutter’s Fort Trade Store, a retail store at the Fort has been highly successful in selling merchandise that interprets the Fort, but does not capture a “Created at the Fort” feel.
Currently the kits don’t sell well to kids, although the kids are our largest customers.
DESIGN OBJECTIVES:
1) Create a high quality promotional piece, that can be used in both print and can be shared electronically (PDF), to intrigue meeting and event planners and tour operators to include Sutter’s Fort State Historic Park as well as Pioneer Dinners in their plans.
2) Design a new packaging idea or store label that more closely embodies the brand character and positioning – and is ultimately more appealing to the broader targets (Passes the t-shirt test).
Stanford Settlement Neighborhood Center - Golf Tournament PosterYvonne Chavez
ORGANIZATION BACKGROUND:
Stanford Settlement (SS) is a non-profit social services agency in the North Sacramento region. They provide services to at-risk youth and elderly, through their teen center, senior center, summer camp and direct-to-school programs. The agency has been in operation for over 75 years, and has made a life-changing impact on thousands of residents in North Sacramento area.
INSIGHTS:
The “Go Fore It” golf tourney is an annual golf tournament that is a staple fundraiser for SS.
The quality of design in the past has been lacking due to limited access to high quality marketers and designers.
The agency has very little resources for marketing, so the reliance on board members and their connections to get the word out is critical and having professionally impactful designs will aid in that effort.
Majority of the board are made up of older professionals that are not technologically savvy, so any digital design should be very turn-key for implementation.
DESIGN OBJECTIVE:
Design a promotional poster for their marquee golf event.
Presentation by Jared Jageler, David Adler, Noelia Duchovny, and Evan Herrnstadt, analysts in CBO’s Microeconomic Studies and Health Analysis Divisions, at the Association of Environmental and Resource Economists Summer Conference.
This session provides a comprehensive overview of the latest updates to the Uniform Administrative Requirements, Cost Principles, and Audit Requirements for Federal Awards (commonly known as the Uniform Guidance) outlined in the 2 CFR 200.
With a focus on the 2024 revisions issued by the Office of Management and Budget (OMB), participants will gain insight into the key changes affecting federal grant recipients. The session will delve into critical regulatory updates, providing attendees with the knowledge and tools necessary to navigate and comply with the evolving landscape of federal grant management.
Learning Objectives:
- Understand the rationale behind the 2024 updates to the Uniform Guidance outlined in 2 CFR 200, and their implications for federal grant recipients.
- Identify the key changes and revisions introduced by the Office of Management and Budget (OMB) in the 2024 edition of 2 CFR 200.
- Gain proficiency in applying the updated regulations to ensure compliance with federal grant requirements and avoid potential audit findings.
- Develop strategies for effectively implementing the new guidelines within the grant management processes of their respective organizations, fostering efficiency and accountability in federal grant administration.
Jennifer Schaus and Associates hosts a complimentary webinar series on The FAR in 2024. Join the webinars on Wednesdays and Fridays at noon, eastern.
Recordings are on YouTube and the company website.
https://www.youtube.com/@jenniferschaus/videos
Jennifer Schaus and Associates hosts a complimentary webinar series on The FAR in 2024. Join the webinars on Wednesdays and Fridays at noon, eastern.
Recordings are on YouTube and the company website.
https://www.youtube.com/@jenniferschaus/videos
A process server is a authorized person for delivering legal documents, such as summons, complaints, subpoenas, and other court papers, to peoples involved in legal proceedings.
Understanding the Challenges of Street ChildrenSERUDS INDIA
By raising awareness, providing support, advocating for change, and offering assistance to children in need, individuals can play a crucial role in improving the lives of street children and helping them realize their full potential
Donate Us
https://serudsindia.org/how-individuals-can-support-street-children-in-india/
#donatefororphan, #donateforhomelesschildren, #childeducation, #ngochildeducation, #donateforeducation, #donationforchildeducation, #sponsorforpoorchild, #sponsororphanage #sponsororphanchild, #donation, #education, #charity, #educationforchild, #seruds, #kurnool, #joyhome
Russian anarchist and anti-war movement in the third year of full-scale warAntti Rautiainen
Anarchist group ANA Regensburg hosted my online-presentation on 16th of May 2024, in which I discussed tactics of anti-war activism in Russia, and reasons why the anti-war movement has not been able to make an impact to change the course of events yet. Cases of anarchists repressed for anti-war activities are presented, as well as strategies of support for political prisoners, and modest successes in supporting their struggles.
Thumbnail picture is by MediaZona, you may read their report on anti-war arson attacks in Russia here: https://en.zona.media/article/2022/10/13/burn-map
Links:
Autonomous Action
http://Avtonom.org
Anarchist Black Cross Moscow
http://Avtonom.org/abc
Solidarity Zone
https://t.me/solidarity_zone
Memorial
https://memopzk.org/, https://t.me/pzk_memorial
OVD-Info
https://en.ovdinfo.org/antiwar-ovd-info-guide
RosUznik
https://rosuznik.org/
Uznik Online
http://uznikonline.tilda.ws/
Russian Reader
https://therussianreader.com/
ABC Irkutsk
https://abc38.noblogs.org/
Send mail to prisoners from abroad:
http://Prisonmail.online
YouTube: https://youtu.be/c5nSOdU48O8
Spotify: https://podcasters.spotify.com/pod/show/libertarianlifecoach/episodes/Russian-anarchist-and-anti-war-movement-in-the-third-year-of-full-scale-war-e2k8ai4
Canadian Immigration Tracker March 2024 - Key SlidesAndrew Griffith
Highlights
Permanent Residents decrease along with percentage of TR2PR decline to 52 percent of all Permanent Residents.
March asylum claim data not issued as of May 27 (unusually late). Irregular arrivals remain very small.
Study permit applications experiencing sharp decrease as a result of announced caps over 50 percent compared to February.
Citizenship numbers remain stable.
Slide 3 has the overall numbers and change.
What is the point of small housing associations.pptxPaul Smith
Given the small scale of housing associations and their relative high cost per home what is the point of them and how do we justify their continued existance
2. page 2
LIFE ONTRAK
Life OnTrak dedicates themselves to helping individuals and families achieve stronger
financial outcomes, particularly in underserved communities. They provide financial services
to low-income individuals and families: Financial Counseling, Financial Coaching (financial
counseling & life coaching hybrid), and Credit & Debt Counseling.
life ontrak
3. page 3
LIFE ONTRAK
With Life OnTrak’s shift to the Sacramento market, building relationships with larger partners (i.e., banks,
credit unions, and other nonprofit organizations) would help sustain and grow the nonprofit model and, in
turn, help Life OnTrak reach a larger audience and serve more people in need.
The FREEThink team conducted a brand audit and determined a rebrand was necessary to reach this new
primary B2B audience. The team developed new messaging, brand identity and an aesthetic that speaks
to large partners capable of helping the organization grow.
rebranding
6. page 6
LIFE ONTRAK
IDENTITY color palette
Cool hues with a punch of fun.
A deep blue says: Rescue, Trust,
Contentment, Ambition, Sincerity,
Responsibility, Integrity.
A hybrid of blue and green
says: Steady Growth, Restoring
Confidence, Sanctuary,
Determination.
When possible, don’t use a solid
black for supporting elements;
instead, use an 80% tint of black
to soften the message.
C:100 M:82 Y:28 K:13
R:25 G:66 B:117
#194275
C:0 M:0 Y:0 K:80
R:88 G:89 B:91
#194275
C:83 M:15 Y:68 K:2
R:0 G:155 B:119
#194275
7. page 7
LIFE ONTRAK
Helping You Build Financial Independence
Financial Coach | Financial Counselor | Credit Counselor | Student Loan Counselor
Helping You Build Financial Independence
IDENTITY business cards
When developing the business card, we were careful
to keep the audiences of Life OnTrak in mind. The
audiences of financial funding organizations, such as
banks, credit unions and corporate foundations, as
well as potential NPO partners, tend to collect large
amounts of business cards. Organizationally, they
keep them in rolodexes or large stacks. Because
most business cards are horizontally oriented, we
recognized it would be beneficial to follow this same
format for the Life onTrak business card as well, so
recipients would not have to rotate the card. This
would minimize any difficulty of reading.
In addition, we developed two variations on the
business cards, keeping the same front and
changing the content listed on the back. Our
two variations highlight the differing needs and
viewpoints of the separate audiences.
The first back option, highlighting the slogan,
succinctly describes the mission of Life OnTrak
as a NPO that banks and credit unions might
provide funding to. It ties into what the funding
can achieve and the impact it can have.
The second back option targets the consumer
audience by showcasing the Life onTrak’s
capabilities and services. The primary goal is
to provide services to consumers in order to
improve their financial situation, so detailing the
specific services offered is important.
A
A
B
B
BACK OPTIONS
COMMON FRONT
8. page 8
LIFE ONTRAK
WEBSITE visual refresh
Using the updated logo and color
palette, we adjusted the look and feel
of the website to appeal to a more
professional audience. The look was
streamlined to allow for easy reading
and flow. At the top, a new “hero
image” was added to create some
visual appeal, complete with a distinct
call to action. The colors created a
new polished and professional feel
to appeal aesthetically to the new
B2B audience. Partner and other
organization logos completed the
appeal by creating a sense of public
gratitude for the contributions these
organizations have given to the
Life OnTrak mission.
BEFOREAFTER
9. page 9
LIFE ONTRAK
WEBSITE messaging refresh
Following a brand messaging audit and
adjustment, we utilized the conceptual framework
and message developed to plan a foundation
for the website content. The content and
structure was streamlined to allow for easier
user comprehension.
The tone was altered to target our new primary
B2B audience, adapting the more consumer/
client focused language to now appeal to
potential donors/funding organizations and
partners. The goal was to succinctly explain
the questions of “who,” “what,” “where,” and
“why,” while giving key calls-to-action throughout
the messaging. Language was adjusted to be
professional yet approachable, inspirational and
empowering, and personal to the user and their
concrete goals.
15. page 15
LIFE ONTRAK
MARKETING / COLLATERAL powerpoint template
Credit & Debt
Education
Credit Education | Budgeting | Debt Management | Financial Coaching Credit Education | Budgeting | Debt Management | Financial Coaching
The most important thing for a young adult is to
establish credit, a reputation, character.”
John D. Rockefeller
17. page 17
LIFE ONTRAK
MARKETING DEVELOPMENT future recommendations
COLLATERAL MATERIAL
DEVELOPMENT
• Flyers at partner locations for “on-call” services
• Leave-behinds to give out along with business
cards (provides more information about the Life
OnTrak mission and model)
• Financial assistance and “quick take” brochures
and flyers for partners to provide those they serve
• Booklets with more information that the brochure
provides (while a website is a good place to have
more in-depth information, some clients are very
old-fashioned and like a more tangible source
for their detailed information. This could include
detailed testimonials, program guides, etc.)
• Social Media “badges”: These are images that
usually have copy/content in them, along with a
stock image on the side. (ex. below)
TIP: An easy and user-friendly way to create any
of these is in Canva. They have templates for
many of these, ready to go.
PROGRAMS & SERVICES
MATERIALS DEVELOPMENT
More materials in the “programs and services”
section that allow partners to better understand what
each workshop/training offers
GIVEAWAYS
Giveaway materials for clients with the tagline:
“Get your Life OnTrak”
• Phone case wallets
MICROSITE
Microsite built into website with a more
“client-facing” feel
• Tips, tricks and tools for clients to use
TESTIMONIAL DEVELOPMENT
Longer-form, in-depth testimonials
MORE VISUAL MEDIA
• Photos from your work
• Short videos of the organization
• Short “tips” videos that are easily sharable
• Video clips from trainings/workshops to post
on social media and your website
WEBINAR WORKSHOPS & TRAINING
Offer your services online without requiring you to
travel large distances — GoToMeeting.com,
Zoom.us
EMAIL MARKETING
• Newsletters (quarterly)
- Sending these out to partners and funding
organizations to allow them to see the progress
you have made and how their collaboration has
impacted others
• Direct response emails
- Emails sent out when people/organizations
donate with direct information about how their
contribution will help others
18. page 18
LIFE ONTRAK
OUTREACH PLAN strategies & targets
Two main strategic
plans will need to
be implemented
(note: there is some
overlap between the
target audiences that
will be reached).
FUNDING DEVELOPMENT PLAN
Strategies:
• Apply for grants with local corporate and bank foundations
• Reach out to large fundraising groups for more individual
fundraising
Targets: The following types of organizations were chosen
based on several factors, including funding potential, past
grantees/partners, and Sacramento locality.
• Corporate Foundations
• Local Banks and Credit Unions
• Local Foundation Organizations
(i.e., Sacramento Community Foundation)
• Large Veterans’ Service Groups
• Educational Centers and Colleges
(i.e., California Community Colleges system)
• Financial Literacy Centers and Organizations
• Family Services Foundations
• Local Chamber Organizations
• Fundraising Chapters
PARTNERSHIP PLAN
Strategies:
• Utilize existing relationships and partnerships to connect
with new potential partners in the Sacramento Area
• Identify new local partners and pitch to them a concrete
plan and goal
Targets: These organizations were chosen based upon their
connection to economically disadvantaged communities,
current service offerings, and Sacramento locality.
• Youth Outreach Groups
• Colleges
• Financial Literacy Centers or Organizations
• Veterans’ Services Groups
• Low-Income Services Centers
• Family Service Groups
• Community Improvement Groups
• Economic Development Agencies
19. page 19
LIFE ONTRAK
OUTREACH PLAN timeline
This timeline is an
accelerated look into the
methodology in reaching
out to partners and
funding organizations
in the Sacramento area.
The timeline can be
adjusted as needed.
JUNE–JULY 2017
Relationship Mapping: Developing a list of current
partnerships and personal resources that could be leveraged
to develop relationships with new partners (who do you know,
and who do they know?)
Research: Organizing a list of potential financial sponsors
and new NPO collaborators for initial outreach. Prioritize
organizations:
• Where you have existing connections
• That currently fund NPOs that reach out to low-income
communities (and therefore can be used as a connection to
future partners)
• That have significant resources and/or staff for training
purposes (to limit both Life OnTrak financial and labor
resources needed)
• Where relationships can be expanded upon in the future
(i.e. national organizations with local outfits)
Grant research: Find out what grants are available from
organizations who could fund Life OnTrak
• Find out deadlines first (if deadline has passed, make sure to
note the date for the next year)
• Collect materials needed for the application requirements
• Collect contact information for the organization providing the
grant (to reach out to them in the future)
AUGUST–SEPTEMBER 2017
Pitching Strategy Development: Different partners
and funding organizations will have differing goals and
requirements for Life OnTrak. For the most important
organizations to reach out to, developing specific pitching
strategies will help frame Life OnTrak’s goals and mission
for the audience being reached. For example, when trying to
appeal to organizations for financial support, emphasizing
how their contribution help us and our mission helps others in
a very personalized way empowers them to feel like they are
truly making a difference. For partners, emphasizing how Life
OnTrak can support their mission and goals incentivizes them
to develop a relationship that is beneficial to them.
• Mission: To serve low-income individuals and families to
empower them to achieve financial stability. Life OnTrak is
a 501(c)3 nonprofit organization that has served the Greater
Sacramento Region since 2011, providing financial coaching
and training and credit education through our local partners
who work with economically disadvantaged individuals.
• How you can help (funding organizations): “Your generous
contribution can help us provide our programs and services
directly to economically struggling people the opportunity
to develop financial knowledge and independence. You can
empower everyone to succeed financially for life.”
20. page 20
LIFE ONTRAK
OUTREACH PLAN timeline (con’t.)
• How we can help you (partnerships):
“We [Life OnTrak] know your mission to (X)
changes lives in so many ways. Our workshops
and trainings can give you even more ways
to serve those you already do every day. We
believe financial independence is an important
component of bettering the lives of others, and
we hope you do, too.”
• Comprehensive Collateral Materials: Many
organizations like to see something more
physical to both legitimize the organizations
they want to work with and help them visualize
the model and impact of the organizations in
question. It is important to have these materials
be as professional and explanatory as possible.
These materials can include:
- Brochures
- Business Cards
- Leave Behinds
- Website
- Social Media Platforms
- Flyers
- Booklets
Initial Outreach Phase: Reaching out using any
contact information available (Cold calls first,
then emails)
• Provide a short explanation of who you are,
what you are looking for, and how they can help
• provide necessary and relevant collateral materials
for their viewing
Grant Applications: Apply for any grants available
• Make sure, if applicable, reach out to the
organization using any contact information you
have available. Let them know that if they would
like to see Life OnTrak in action, they easily can.
OCTOBER–DECEMBER 2017
Outreach Solidification Period: Continue to reach
out to the potential organizations and strive to
develop a relationship with them.
• Offer them concrete goals and paths they can take
with you to help you strive to reach their goals.
• Strive to find out as much possible information
about them as possible (i.e. how much funding can
they offer, what does their model look like, how
many people can they help reach, do they have a
location you can use, etc.)
DECEMBER 2017 & BEYOND
Relationship Maintenance: Cultivating and
strengthening these relationships requires significant
outreaches of gratitude. Let them know continually
how they are helping people in direct and personal
ways. This includes:
• Providing testimonials of people they have helped
• Offering them frequent thank you’s (emails,
handwritten letters, end of the year updates,
and more)
• Broadcasting congratulations of how they have
helped you (on the website, on social media, on
collateral materials, and through more traditional
media like blogs and potentially earned media)
• Assessing how they feel about the program and
what needs they want met from Life OnTrak
21. page 21
LIFE ONTRAK
OUTREACH PLAN where to begin
• American River Bank
• Bank of the West
- Corporate headquarters: San Francisco
- Charitable Investments Program – particularly for low &
moderate income individuals and communities
- Investment request are granted based on the nonprofit
organization’s ability to meet the bank’s charitable giving
criteria
- Actively grants charitable investments to communities in
19 states
• Community 1st Bank
• River City Bank
- Corporate headquarters: Sacramento
- Valued member of the community – partners with non-
profit charitable organizations to improve the community
• Tri Counties Bank
- Corporate headquarters: Chico
- Long history of investing in the financial success and
well-being of the community and is committed to making
a positive impact in the communities of which they do
business
- Works with veterans, low-income and minority
organizations
• Union Bank of California
- Corporate headquarters: San Francisco
- MUFG Union Bank Foundation proactively invests
in low- and moderate-income communities
• SAFE Credit Union
• Golden 1 Credit Union
FUNDING PARTNERS –
CREDIT UNIONS/
BANKS
22. page 22
LIFE ONTRAK
SOCIAL MEDIA strategic recommendations
GOALS
• Build Sacramento base
• Provide tools to empower individuals for
financial independence
AUDIENCES
• Partners and Funders
• Consumers
VOICE
• Professional, yet approachable
• Politically neutral; err on the conservative side
• Call-to-Action = Donate; Work/partner with Life OnTrak
• Facebook: 80% B2B; 20% B2C
• LinkedIn Company Page: 100% B2B
HOW & WHY
• Be consistent
• Why do funders want to work with you?
• Market your/the organization’s experience
and background
• How do you empower individuals?
• B2B:
- Explanation of how Life OnTrak helps people
- Statistics & Charts
- Testimonials / End Results
- Shared relevant posts from partners —
United Way, etc.
• B2C:
- Use motivational quotes & images sparingly
- Testimonials — quotes & photos of clients’
success stories
23. page 23
LIFE ONTRAK
POST TOPIC IDEAS
• Finding free money tips — daily tips
for putting money in your pocket
• Track your spending,
Wants vs. Needs
• Four steps to good-recording
keeping habits
• Financial Spring Cleaning Tips
• Using your credit card wisely
• Article links (relevant to finance field)
• Building Your Credit Wisely
• Staying on budget
SOCIAL MEDIA post topic ideas & sample posts
SAMPLE POSTS
• We don’t believe in temporary solutions — we want
to empower individuals so they can be financially
stable and independent.
• Life OnTrak has helped over 2,000 people lead
better financial lives. Contact us today to see how
we can work together!
• We help people set goals and hold them
accountable for their financial decisions.
Together, we help build healthier financial futures.
#LifeOnTrak
• Tracking Your Spending: Keeping a budget
will show the leaks in your spending habits.
#LifeOnTrak
• Wants vs. Needs: Recognize an impulse buy when
you see it and remember your essential buying
needs. #LifeOnTrak
• Here’s how #FICO scores are calculated:
• How did you develop your financial habits?
Tell us in the comments below! #MoneyHabits
• Learn how we help individuals get their financial
#LifeOnTrak at lifeontrak.org.
• A good rule of thumb is to keep your balance
between 1-20% of the limit and no more than 60%
of the limit. #MoneyTip #LifeOnTrak
• Accumulating three months of savings or achieving
self-sufficient income takes 9-10 months on
average. Contact us today to see how you can
streamline your debt-to-income ratio! #DebtFree
#LifeOnTrak
• What are spending leaks? How does credit affect
spending? Learn how to explain these to your
members and more at our upcoming educational
training. Contact us for more details. #LifeOnTrak
24. page 24
LIFE ONTRAK
SOCIAL MEDIA additional advice
FREE STOCK PHOTO
SOURCES
• http://www.prdaily.com/Main/
Articles/df949aac-2234-
4acb-bf33-cc8eaf72286d.aspx
• https://blog.snappa.com/free-stock-
photos/
• https://blog.hubspot.com/marketing/
free-stock-photos#sm.0001omu5iw1
4uddiiu3wvptbdwr11
SOCIAL MEDIA
MANAGEMENT
• For efficiency, use a Social
Media Management program
like Hootsuite (hootsuite.com)
LINKEDIN
• Make a company LinkedIn page
for Life OnTrak as a nonprofit
organization
• Can link back to your personal
profile where you can mention
your experience as a Real Estate
agent, etc.
BLOG
• Maintain a blog — Expand Nerd
Wallet Blog and/or make a blog tab
on the Life onTrak website
• Actual blog posts that include free
financial info (this helps with SEO/
search engine rankings)
• Can outsource blog posts very
cheaply from freelance writing
websites like upwork.com,
guru.com, contentrunner.com