CREATIVE BRIEF Industry: Construction Category: Non-Profit
Primary Products or Services: Products: Wheelchair ramps, fencing, and home modifications Services: Construction
Campaign Project Objective
To re-brand Logan’s Heart and Smiles in order to promote and expand Logan’s Heart and Smiles services through donations, volunteers, and raising awareness that the organization is here to help special needs families.
Big Goal (BHAG)
To increase brand awareness toward a new target group along with increased donations, volunteers, and community awareness by 2% vs a years ago. ROI is more donations.
Primary Deliverables Draft
• Re-branding strategy • Redesign or update the logo • New website • New marketing collateral by way of print and electronic documents • Creating a project video depicting a ramp being constructed from start to finish • Create a design for the organizations work truck.
Key Tenets
GOOD A feeling you get when you support this organization. HELPFUL To assist all families with special needs children/young adults. DEDICATED Everyone that is involved is dedicated to helping this organization.
Primary Target Audience
• Families with special needs children and young adults • All age groups Ages • All Income Levels • All Education Levels • State of Wisconsin and onto all states in the US • Social workers in schools • General public
Target Clubs and Tribes • • • • • • • •
Volunteer Organizations Church Groups Other Non-profits Medical community Medical devise consumers Website surfers Community Centers Local Trades and Unions
Two (2) Primary Competitors & How Both non-profits that are in competition for donations
2 Key Strengths and 2 Key Weaknesses S
Strong foundation of core supporters and volunteers
S
Durable and lasting products
W No brand or name recognition within the community and schools W Can only build wheelchair ramps and fences seasonally
Positioning Statement
Logan’s Heart and Smiles is relatively a small local non-profit in the market place. It is ranked towards the bottom compared to the larger non-profits but is ranked towards the top with comparable small non-profits in the area.
Unique Selling Proposition (USP) The only non-profit in the area that builds wheelchair ramps, fencing, home modifications in the area.
Sustainable Competitive Advantage (SCA) Services to only those that need wheelchairs, fencing, and home modifications. Where other non-profits don’t have these services.
2 Key Features & 2 Corresponding Benefits
Feature: Durability Benefit: products made with quality and lasting materials so families don’t have to worry about repairs later Feature: Custom Design Benefit: Uniquely designed and constructed to match your home.
The creative Call to Action
Increase donations, volunteers, increase website views, and bring community awareness
Current Logo
Need Logan’s Current Logo
Tag Lines Draft Ideas
Ramping up Smiles Every time Building smiles with a heart Changing lives with a smile Exchanging Hearts for Smiles
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