Iris Hsiao

Violet Chen

George Lazar

Communication Objective

• Primary– To increase awareness for Parents Forum in the s

pace of non-profit organizations dealing with family issues

– To appeal to a broad group of parents on how they can benefit through Parents Forum.

– Sustained membership drive

• Secondary– To increase traffic to the website– To create a self-sustaining revenue model apart from membership fee and fund raising activities

Situation Analysis

Strengths Weaknesses• A reputed non-profit

organization• Incorporated in 1992• Won numerous awards

and felicitations • Positive feedback from

those who have attended the program

• Low awareness• Challenges in enrolling

new members• Non-profit organization• Complicated messages

and information

Situation Analysis

Opportunities Threats

• A large base of parents• Growing emphasis on

being a good parent

• Time pressures• Feeling that “it’s not for

me”

Strategies• Low awareness

• Feeling of “It’s not for me”

• Difficulty in deliver complicated messages

• Challenges in enrolling new members

• Non-profit organization

Strong, memorable identity and image

“You can always be better”

Simplified messages

Establish credibility Low cost

communication tools

Tactics New logo, new look

New tag line Translate features to

benefits Internet and main

stream media vehicles Word-of-mouth

• Strong, memorable identity and image

• “You can always be better”

• Simplified messages

• Establish credibility

• Low cost communication tools

Rational For New Image

• To create a positive and cheerful image to appeal to a broad spectrum of parents

• Give the organization a contemporary edge• Visual Mnemonic of ‘Forum’• A baseline to appeal to parents who are

inquisitive and yet unsure

The Sunflower Concept

New Logo & Slogan

Translate Features to Benefits

SloganMaking good parents better

TaglineI am an A+ parent

15 years of bridging the generation gap

Stationary

Business Card

Stationary

Letterhead

StationaryPPT Template

PPT Cover PPT Template

Brochure

Brochure

Postcards

Word-of-mouthStickers/ Magnets

Word-of-mouthBookmarks

Word-of-mouthBookmarks

Word-of-mouthT-shirts

WebsiteRedesign

New ServicesBlog/ AlbumParenTest

Main Stream Media Vehicles

Posters

Main Stream Media Vehicles

Posters

Main Stream Media Vehicles

Posters

Main Stream Media Vehicles

Print Ads

Main Stream Media Vehicles

Print Ads

Main Stream Media Vehicles

Print Ads

Main Stream Media Vehicles

Commercial

parenting.swf

Questions?Comments?