rebranding campaign proposal

East Gainesville Development 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 SextonAccount Executive

Cristina GarciaCo-Research Director

Betty ZambranoCo-Research Director

Marcella HallasCopy Director

Adrian ErlenbachCreative Director

Laura LombardoMedia & Promotion Director

CenturyCommunications

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Table of Contents.................................................................2About Us..............................................................................3Executive Summary.............................................................4Section 1: Introduction.........................................................5Section 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..................................................................16Section 3: Primary Research...............................................17 Introduction.................................................................17 Formal Survey.............................................................17 Survey Findings..........................................................19 Interpretation and Application of Findings...................26Section 4: Key Publics.........................................................29Section 5: Goals, Objectives, Plans.....................................30Section 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..........................................................52Section 7: Communications Snapshot.................................57Section 8: Evaluation...........................................................59Section 9: Stewardship........................................................60Section 10: Conclusion........................................................61Section 11: Future Suggestions...........................................63Appendix: Survey Instrument...............................................64Bibliography.........................................................................69

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! Century !Communications List of Contributing Authors and

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Century CommunicationsCentury Communications is a fictional

Meet our Staff

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r Brittany HobbsBrittany 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.!

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I Cristina Garcia

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 Society's Relay for Life.

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II Betty Zambrano

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, UF's 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

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.

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Adrian Erlenbach

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 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.

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Laura Lombardo

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. P

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Executive SummaryThe following report proposes a public relations campaign designed to curb the current identity issue facing East Gainesville Development Corporation. The Century Communications Group has developed a campaign plan which will improve East Gainesville Development Corporation’s reputation among its stakeholders by strengthening its weak brand identity.

Century Communications reviewed East Gainesville Development Corporation’s current situation by researching the organization’s target publics and current operations. The group also performed primary research with its target public, East Gainesville residents, including statistical analysis of the results. The concept of the re-branding identity plan was formed in consideration of all data collected. The main concept behind the re-branding campaign focuses on highlighting East Gainesville Development Corporation’s non-profit standing to East Gainesville residents and current and potential donors. These plans involve a series of phases 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 and provide sufficient information to the selected target publics. These messages are central to each tactic that was developed for this campaign.

The report includes a timetable of when to disseminate each tactic and perform evaluative measurements. A snapshot of the devised communication plan. These sections allow the reader 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 been included with various ways the organization can continue to build and maintain relationships with key and secondary publics long after the campaign’s execution.

SECTION ONE1 Introduction

Re-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-branding campaign. The first problem is a lack of attempts to provide information about the organization and its programs to potential participants. The second problem is an underdeveloped description of the organization’s main purpose, resulting in an inaccurate depiction of what the organization can offer East Gainesville residents. The third problem is a lack 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 the primary audience, such as printed materials. These attempts were extremely limited, be it for budget and time restraints, and the information did not reach the amount of East Gainesville residents needed. East Gainesville Development Corporation media coverage, which amounts to a few newspaper articles and one TV news spot. While there were several flyers drafted 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 Gainesville Development Corporation’s mission and purpose. East Gainesville Development Corporation has unintentionally generated the false image of a for-profit company rather than a public serving, non-profit organization. The term “development” created an association of East Gainesville Development Corporation as an East Gainesville construction company.

The third and final problem with East Gainesville Development Corporation’s former communication tactics is a lack of consistency in the organization’s messages and visual communications tactics. The organization’s annual reports, compared to all other tactics, in no way resembles the East Gainesville Development Corporation image, and display different colors and logos. The Web site also lacks consistency with the overall image of the organization.

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PurposeThe campaign’s purpose is to combat all of the aforementioned problems primarily by generating a new image for East Gainesville Development Corporation. By creating continuity with the organizations image, including logo, name and slogan, the primary public can establish a clear representation of the organization. The new image of East Gainesville Development Corporation and its purpose will be reinforced through several communication tactics.

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2SECTION TWO

East Gainesville Development Corporation

OverviewEast Gainesville Development Corporation is a non-profit organization founded in 1997 to address financial inequality in Gainesville, Florida, specifically in the city’s underdeveloped eastern region. The organization serves to teach low-income citizens how to take control of their financial futures, and does so through several programs.

Mission Statement“To provide people with the tools to be financially self-reliant both in managing and investing of money.”

Overall VisionEast Gainesville Development Corporation exists “to ensure that the east side of Gainesville will become a thriving business, residential and cultural center that serves the community.”

It aims to do so through the following methods:

• providing goods and services

• increasing business start-ups and expansion

• promoting the retention of existing businesses

• broadening employment opportunitiesVision

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SecondaryResearch

In This SectionEast Gainesville Development Corporation

Overview History Funding Composition Competitive Frame Industry Interpretation and Application of Organizational Overview

Communication Audit Summary

Current Tactics Discussion of Pros and Cons

Implications Communications SWOT AnalysisOverview of the Current Situation DiscussionPreliminary Identification of Target Audiences East Gainesville Residents Additional Publics Internal Relations External Relations

Conclusion

HistoryOver 200 members of the Gainesville community gathered at a local elementary school in 1997 to discuss the economic situation in East Gainesville. For decades, the region suffered from a lack of economic stimulation and a deteriorating landscape. As a result of the meeting, these dedicated citizens formed the East Gainesville Development Task Force. This coalition included leaders from all facets of the community, including the Chamber of Commerce, City of Gainesville, the NAACP, University of Florida and Santa Fe College.

The Task Force worked to address community issues in the areas of employment, business development, tourism, education and health. In 1999 the group registered with the IRS, officially establishing itself as the East Gainesville Development Task Force, a non-profit organization.

In 2001, the East Gainesville Development Task Force changed its name to the East Gainesville Development Corporation. The reasons for this change are somewhat unclear.

Throughout its operation, the East Gainesville Development Corporation has advocated growth in the East Gainesville region through local support in the form of a variety of programs. See the left sidebar for program

descriptions.

FundingThe organization and its programs are funded entirely on donations and grants. The majority of funding comes from corporations, such as private finance and banking institutions, as well

as some non-profit organizations like the United Way. The East Gainesville Development Corporation has submitted three grant applications in 2009 and is working on completing three more in the near future. Unfortunately, attempts at receiving private donations have not

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Current ProjectsDollars and $ense

This campaign unites professional citizens with low-income residents of East Gainesville in need of assistance with taxes. The volunteers of different local sectors are assigned to locations across Gainesville from January to April to provide free tax aid in accordance with VITA. According to the the organization’s financial report, the program has reached 4,000 members in the community and saved almost $3 million in tax refunds. The campaign also encompasses financial training for high school students called Camp MoneyQue$t.

NxLevel Entrepreneurship Training

This program provides thousands of dollars in funding to different start-up businesses proposed by Gainesville residents. In order to receive funding, applicants must complete an entrepreneurial training program, in which the top four business ideas receive micro loans, small amounts of money to start and grow their businesses in the Gainesville community.

Project EmPowerment Launched in 2008 in partnership with Gainesville Regional Utilities and the Community Weatherization Coalition, this campaign provides monetary assistance to low-income Gainesville residents who fall behind on their utility bills. More than 30 local residents have received funding through the project so far. The assistance is coupled with education on how to lower subsequent utility bills.

been well answered in the past. As a result, East Gainesville Development Corporation focuses its fundraising efforts mainly on corporations and non-profit organizations. It relies on the personal connections of its board members with local partners.

CompositionEast Gainesville Development Corporation is managed by a 15-member Board of Directors who participate on a volunteer basis. The board positions consist of a chairman, the immediate past chairman, a chief administrative officer, chief financial officer, vice-chairman of programs, chairman of resource development, and nine program directors. Most members of the board hold full-time jobs in different industries throughout the Gainesville community and provide their time to East Gainesville Development Corporation as a philanthropic service. The positions are chosen for two-year terms, as per East Gainesville Development Corporation’s by-laws.

2007-2008

Board of Directors

Front 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. Not Pictured: Albert White and Charles Chestnut, III

Competitive FrameThe East Gainesville Development Corporation experiences some competition from other organizations. One competitor also uses volunteers from the University of Florida law school for a tax program, interfering with East Gainesville Development Corporation’s volunteer pool. Other competing entities include companies that charge for tax services. The East Gainesville Development Corporation has no local competition for free entrepreneurship programs or camps that teach high school students financial education.

Banks and lenders serve the same function as the micro-loan program, however, they are not likely to lend to low-income individuals.

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According to a 1999 report by The Urban Institute titled "Income Support and Social Services for Low-Income People in Florida," since the late 90s, the Florida legislature has encouraged local-level organizations to have more input on the distribution of federal funds.

Local organizations like the East Gainesville Development Corporation have a better understanding of the local economic situation and are better equipped to efficiently distribute funds.

Industry Florida experienced an extremely fragile economy from the mortgage meltdown in recent years. The biggest impact was on low-income families who lack the skills and resources to manage their personal finances. For that reason, the services offered by the East Gainesville Development 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’s mission and goals. Century Communications will play on East Gainesville Development Corporation's strengths and work to improve any weaknesses during the campaign. Secondary research will also guide the structure of the proposed campaign and offer insight to future public relations activities.

Communications Audit Summary

Current TacticsThe East Gainesville Development Corporation's current communication tactics include a Web site, annual reports, flyers and magazine ads. They are produced internally and distributed throughout the community by various channels. There has been little media coverage of the East Gainesville Development Corporation, most notably a WCJB TV 20 news story on the Dollars and $ense campaign.

Discussion of Pros and ConsThe biggest problem with East Gainesville Development Corporation's current communications tactics is a lack of continuity. For instance, some flyers do not include the East Gainesville Development Corporation logo, therefore readers cannot associate the flyer information with the organization. The Web site has the same lack of continuity, with no signature colors, designs or fonts specific to the organization’s identity.

Unfortunately, the East Gainesville Development Corporation's current public relations tactics negatively affect its brand recognition among it its key stakeholders. The public oftentimes assumes the East Gainesville Development Corporation is a real estate development company bases on the implied meaning of the term "Development" in the organization's 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 Gainesville's low-

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income community. The organization is also interested in publicizing their latest achievements, such as recently becoming debt-free, which will present a professional and responsible image to those who use their services. This reputation is also important to institutions 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 about the organization and the services it provides.

Printed publications are an ideal method for East Gainesville Development Corporation to announce its services to East Gainesville residents. With an enhanced visual identity East Gainesville Development Corporation will be able to reach its full potential and teach citizens the skills they need to become financially self-sufficient.

ImplicationsAs mentioned previously, the current messages relayed through East Gainesville Development Corporation’s communications tactics is that the organization is a for-profit real estate development corporation. Another problem the campaign aims to resolve is the lack of identification 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. The logo is also no where to be found on the Web site. These elements combine to create public outreach that lacks a unifying identity for the organization and its programs.

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Communications SWOT Analysis

Client Communications AnalysisCurrently, East Gainesville Development Corporation communicates through a limited number of channels. The organization has received only one news feature, very few newspaper articles, 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 Gainesville Development Corporation is a non-profit, they have a small budget. Word-of-mouth advertising is a free marketing tool, encompassing a large audience reach. This form of marketing allows for a cheap, efficient way to spread the news among not only East Gainesville residents, but partners and sources of funding.

Although the self-empowerment message might be well-received by residents who are involved with these programs, other residents might not even know what East Gainesville Development Corporation does. They are simply not receiving the current message due to lack of proper communication. East Gainesville Development Corporation has no stewardship initiative, so there is no method of recording feedback.

The low-income status of East Gainesville residents must be considered in our tactics. Our public relations campaign will feature press releases, Public Service Announcements, brochures and magazines, among others.

Positive Negative Strengths

• Attentive public• Limited competition• Services are in high demand• Strong community partnerships• Several successful programs

Weaknesses• Lack of consistency and repetition• No recognition from cosponsored

programs and events• Limited resources• Not able to rely heavily on digital

communications

Opportunities• Re-build a brand that

encompasses the mission of the organization

• Establish relationships with communication venues (radio, TV, print)

• Since current PR activities are very limited, any improvement is likely to yield significant results

Threats• Fluctuating budget• Completely reliant on outside funding

sources• Lack of focus at management level• Lack of formal focus• Manpower and resources are over-

extended

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Overview of Current Situation Public MisconceptionCEO Rhonda DeCambre Stroman and CFO Pam Burns have identified several issues with the

current East Gainesville Development Corporation situation. The public has a misconception

about 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 has

decreased drastically. The most recent grants include a $11,165 from Wachovia, later

extended by $15,000, and a $20,000 grant from Nationwide. The organization also collects

administrative fees for running grants from other organizations and individuals. With so little

funding, the future of the company's existence is never entirely secure.

Current Board MembersAccording to Nona C. Jones, the 2007-2009 chairman, East Gainesville Development

Corporation is stronger than ever. The board of directors is comprised of highly competent

and motivated individuals. After ten years as an established non-profit organization, East

Gainesville Development Corporation has created the six programs mentioned earlier in this

report. The changing board members have also established ties with many different local

grant funders.

Lacking Connection With Target PublicsOften misled by its name, this non-profit remains unknown to many of its constituents. East

Gainesville Development Corporation is recognized name by other non-profit businesses, but

is indistinct to many of its primary target audience, the East Gainesville residents themselves.

East Gainesville Development Corporation does not practice stewardship with its former grant

suppliers, 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 by

the public and potential donors. Written communication about the programs offers little to no

recognition of the organization, containing only a small logo or title. This makes it hard for an

individual 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 would

implement a re-branding campaign, as they must focus on the current projects of East

Gainesville Development Corporation and their full-time careers.

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DiscussionThe central issue of this campaign is trying to get East Gainesville Development Corporation

to reach low income individuals. Both the public and potential donors do not know who is

sponsoring these financial programs.

Ultimately, CFO Pam Burns and chairman and CEO Rhonda DeCambre Stroman want the

organization to accumulate grant money in order to better serve the community. The need for

funding is the primary concern of the East Gainesville Development Corporation's future. In

time, 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. Century

Communications hopes to reach the target public through informational booths at community

events, such as the Summer Heatwave Basketball Tournament. The various local events

provide an efficient method of material distribution.

A potential problem that could be encountered is the lack of monetary funds. Amid the

current economic climate, it remains difficult if not nearly impossible for sponsors to give

grants ranging from $100,000 to $200,000, which they received in the past. The budget

fluctuates due to the fact that grants may or may not be awarded. Without the money to

conduct these programs, this corporation simply cannot exist. Another problem is the lack of

connections among current and prospective sponsors and donors. The lack of stewardship

and relationship management has impeded a steady support both financially and within the

community.

Although East Gainesville Development Corporation aspires to serve the local community, it is

faced with financial obstacles. The lack of financial stability remains the key problem affecting

the planning of the campaign. CEO Rhonda DeCambre Stroman has allotted a $1,000 budget

to carry out a re-branding campaign. This limits our public relations efforts due to the fact that

successful 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 East

Gainesville Development Corporation’s services.

Demographics

The 2000 Census gives alarming statistics about educational achievement, household income

and unemployment/poverty in East Gainesville. The area has a 70 percent high school or

higher 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 on

32641: ZIPskinny). The median household income for this area is $24,903.

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"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 live

in homes with single mothers, compared to that of Alachua County as a whole, where 65

percent of children live with a married couple. Single families comprise roughly one third of all

households in East Gainesville and Alachua County. East Gainesville residents comprise

about 16 percent of the total county population, close to 34,000 people. It is projected to

grow to about 52,000 people by the year 2020. About 20 percent of the City of Gainesville’s

population lives in East Gainesville within the city limits. (Group, 2003). East Gainesville is

made up of 72 percent who identify themselves as black and 25 percent as white (The skinny

on 32641: ZIPskinny). The largest age group, 18-29 year olds makes up 44 percent of the

population.

Additional Publics InternalSegmented further, the internal constituency is the board of directors. The board is comprised

of 15 active professional members from the law and accounting industries. They are

responsible for keeping in constant contact with sponsors and donors. In addition, the board

manages six financial empowerment programs available to East Gainesville residents.

External

The external constituencies are East Gainesville residents, donors and sponsors, other non-

profit organizations who perform similar functions; and business corporations who are

interested in developing East Gainesville.

Internal RelationsInternally, the relationship between the board of directors is strong, however the members

change every two years. This makes the relationship a bit of a challenge since

the organizations focus may change with a new chairman, but East Gainesville Development

Corporation is making it work to its advantage. They have monthly board meetings to discuss

any changes or new ideas that could further enhance its relationships.

External RelationsExternally, East Gainesville Development Corporation's relationship with the East Gainesville

residents is mundane. The non-profits goal is to serve this population through outreach

programs that encourage self-empowerment. Essentially, East Gainesville Development

Corporation does not have a relationship with sponsors or donors, other than sending of grant

applications. East Gainesville Development Corporation has a strong relationship with other

non-profit organizations. An example would be Peaceful Paths, an organization which

focuses on victims of domestic abuse, who is a partner with East Gainesville Development

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Corporation on its IDA program. These non-profits work on a one-on-one basis, therefore can

build a strong relationship through serving the community residents.

Conclusion

The secondary research shows that non-profits who work in similar sectors do have positive

attitudes toward East Gainesville Development Corporation. This is evident through many

partnerships with other non-profit organizations. Since East Gainesville Development

Corporation currently does not operate using the stewardship function of public relations, we

are unable to determine whether or not these individuals or companies have any beliefs or

attitudes toward the organization.

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IntroductionCentury Communications employed one primary research method, a 19-question survey designed to identify the needs and preferences of East Gainesville residents. The survey also sought to help evaluate the audience’s awareness level of East Gainesville Development Corporation and its programs.

Formal Survey Methodology DiscussionSurvey efforts were met with minimal success. Access to East Gainesville residents proved difficult, and the total number of completed surveys was 93.

Ten different corporations refused to cooperate in research efforts for various reasons such as solicitation policies and liability insurance policy. Specifically, nine churches felt their members should not be bothered with a survey after worship services. Six corporations allowed surveying. The chart on the next page relays attempts to survey.

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In This SectionIntroduction

Formal Survey

Methodology Discussion Log of Survey Attempts

Survey Findings Residence Age and Gender Income Ethnicity Services Desired Areas of Need Preferred Media Outlets Re-branding names Slogans Logos

Interpretation and Application of Results

3 Primary ResearchSECTION

THREE

Log of Survey Attempts

• Tuesday, July 14: Lincoln Middle School and Martin Luther King Jr, Multipurpose Center, Summer HeatWave Basketball Games.

• 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: Waldo's 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.

• 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.

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Survey FindingsSee Appendix 1 for final survey instrument.

Residence

Of the 93 respondents, about 71 percent said they live in Gainesville, and 29 percent said

they 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 from

East Gainesville, specifically from these zip codes: 32609, 32601, 32605 and 32641.

Age and Gender

About 54 percent were female and 20 percent were male. The highest percentage, 22 percent

of respondents, were in the 48 or older age group and the 30 to 35 age group. This was

followed by the 42 to 47 age group at 15 percent, the 24 to 29 age group at 13 percent, the

18 to 23 age group at 13 percent, and the 36 to 41 age group at 10 percent.

Income

About one third or 30 percent of respondents were of the $0-19,000 range. The second salary range was $38,000 or more a year, with 29 percent.

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30%

13% 13%

8%

29%

7%

$0-$19,000 $20,000-$25,000$26,000-$31,000 $32,000-$37,000$38,000+ Missing

Income Distribution

Ethnicity

The most prominent race was Black, or African-Americans, at 55 percent, followed by Caucasian at 28 percent.

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55%

28%

8%

Black or African American CaucasianHispanic AsianAmerican Indian/Alaskan Native Missing

Ethnicity

15% 30%

21%

14%

Tax PreparationMonetary Education ProgramsEntrepreneurship Training ProgramsTax Preperation and Monetary EducationTax Preperation and Entrepreneurship Monetary Education and Entrepreneurship NoneAllOtherMissing

Services DesiredServices Desired

Among the three options for services desired, tax preparation, monetary education programs and entrepreneurship training programs, 30 percent of respondents showed interest in monetary education program, followed by the entrepreneur program at 21 percent.

About 15 percent indicated tax preparation was also a needed service area. Seven percent of respondents indicated that they need none of the services.

Areas of Need

Among the options for areas of need, raising credit score, tax preparation, lowering utility bill and basic banking education areas, 53 percent selected lowing utility bill. Raising credit score was the next selected area of needed with 12 percent.

Preferred Media Outlets

Among options of preferred news outlet, TV, newspaper and Internet, 66 percent said that they get their news from TV. Newspapers were the next most popular outlet with 42 percent.

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12%8%

53%

8%3%

4%

9%

Raising Credit ScoreTax PreparationLowering Utility BillBasic Banking Education HelpLowering Utility Bill and Basic Banking EducationRaising Credit/Lowering U. Bill/Basic Banking EducationOtherRaising Credit Score and Basic Banking EducationTax Preperation and Lowering Utility BillNoneMissing

Areas of Need

25%

15%

11%9%

7%

TV InternetNewspaper TV and NewspaperTV and Internet TV Newspaper InternetAll RadioRadio TV Newspaper Radio and TVOther Radio and NewspaperNewspaper and Internet Radio TV InternetMissing

Preferred Media Outlets

Name Recognition•Only 30 percent of respondents said they have heard of East Gainesville Development Corporation.•Sixty-nine percent said they have never heard of East Gainesville Development Corporation.•East Gainesville Development Corporation has not been successful in promoting both the organization as an entity, and the services it provides. Only 30 percent of respondents know about the organization. •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 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

12%

84%

4%

Yes No Missing

Name Recognition

Re-branding namesCentury Communications asked respondents about possible new names and slogans of East Gainesville Development Corporation. The results showed names which include the words “East Gainesville Community” were the most popular.

23

East Gainesville Community ServicesEast Gainesville Community Service FoundationEast Gainesville Development FoundationEast Gainesville Community FoundationEast Gainesville Financial FoundationMissingOther

Name Preferences

SlogansMost Popular: “Tools for your Financial Future”

The majority of respondents ranked “Tools for your Financial Future” as their favorite slogan by a significant margin.

LogosThe four images below are the logos provided to survey respondents. It is important to mention that some respondents failed to differentiate levels of likeness toward one logo or the other, which signifies a disinterest to answering this question. This trend inevitably affected our total sample results.

Statistical analysis of the survey results uncovered interesting findings. We surveyed respondents about their possible need for EGDC programs, their existing familiarity with the organization and its campaigns, as well as their preferences for a new logo, brand, and slogan for the organization.

24

Hands and City Hands and Houses Earth and PeopleHouse and Sun

Logo

Tools for Your Financial FutureHelping You SucceedPut Your Future in Your HandsEmpowering Your Future

Slogan Preferences

25

The first choice was lightly modeled after the original East

Gainesville Development Corporation logo, which also included a

yellow sun and rays. Also incorporated is a simple outline of a

family in a home, which symbolizes East Gainesville Development

Corporation’s mission. The colors for the house and type were

chosen to compliment the yellow sun while adding slight contrast.

The second is the most colorful of the four possible logos and

features a rainbow-colored line of human outlines standing across

a globe. The cartoon style of the logo adds a playful element, and

the colorful people are reminiscent of East Gainesville

Development Corporation’s current website, which features similar

image on its home page.

The third possible logo incorporates a handshake variation which uses images of trees, homes and buildings, which communicate a feeling of growth and community health. This logo was somewhat unique from the others in its color-choice of mainly green and orange, which, are the colors for Eastside High School, a public school in East Gainesville that is widely attended by students who fit the socioeconomic profile of East Gainesville Development Corporation’s key publics.

The fourth logo depicts three pairs of hands holding up a city. The

hands are representing different races, which promotes unity

among diverse members of a community, a strong theme in East

Gainesville Development Corporation’s mission and projects. The

cityscape image of this logo includes buildings as well as natural

elements like trees and hills. Green text was used to emphasize the

word “East” and complements the brown shades in the arms and

city.

Interpretation and Application of Results

Based on the distributed surveys, it was determined that 51 percent of the respondents were from East Gainesville, while the remaining 42 percent of respondents were from surrounding areas in Gainesville.

The majority of respondents were female around the age of 48 or older. This finding will help Century 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. Century Communications believes this confirms that the survey respondents are a target audience of East Gainesville Development Corporation. The survey results are also useful for knowing community residents’ thoughts and opinions about East Gainesville Development Corporation.

First, the survey results clearly showed that East Gainesville Development Corporation was unknown among community residents. However, East Gainesville Development Corporation programs 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. East Gainesville Development Corporation needed re-branding initiatives to allow them to be identifiable.

Second, Century Communications decided to change the organization’s name from East Gainesville Development Corporation to East Gainesville Community Foundation based on the 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 of a builder building a community. She took a literal meaning to the name, a mistake often made by many respondents. She also felt the re-branding name and slogan should include what services are offered by the non-profit organization. Most wanted their suggestions taken into account. Respondents agreed that is is important to create a name, which efficiently and effectively discuss the purpose and plan of the company.

Her suggestion was, “Learn to manage and protect your financial future.” This slogan would promote a positive attitude for residents in need of assistance. By sending out an optimistic message, this re-branding aspect will show individuals that East Gainesville Development Corporation 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 bring East Gainesville residents financial tools for their future.

26

A number of respondents failed to indicate a preference, instead choosing to rank all the names, slogans, logos the same rating. This could point to a lack of interest in the organization due to respondents never having heard of it. It could also have been a result of the long length of the survey, which a few respondents made negative comments about.

In summary, an overwhelming amount of people in East Gainesville desire monetary education and entrepreneur training programs. This is where East Gainesville Development Corporation should work on building and providing more funding.

Based on the findings, the proposal is for East Gainesville Development Corporation to serve as a liaison between GRU and the East Gainesville population to provide more payment options. East Gainesville Development Corporation should take these results to companies and non-profit agencies likely to fund related projects. These results are a resource for East Gainesville Development Corporation to explain how many people need help with their GRU bills. While they could focus on the other three areas of assistance, they should focus on working with residents in this area, which would build recognition for the organization within the community.

It is advised for the East Gainesville Development Corporation to focus primarily on getting TV coverage. This could be in the form of segments about their organization or having news teams come to their events. Newspaper and internet are also two important sources of coverage. Efforts should focus on radio coverage. There was a large mixture of people who chose TV, the internet and newspapers collectively. It would be beneficial to focus on news groups that have a combination of those such as the Gainesville Sun.

Of the 93 respondents, only 12 percent said they recognized of East Gainesville Development Corporation. The majority of the respondents, or 84 percent, said they never heard of East Gainesville Development Corporation. Regarding East Gainesville Development Corporation’s services, only 13 percent said they have heard of it, and 85 percent said they have never heard of East Gainesville Development Corporation’s services.

East Gainesville Development Corporation’s programs, Dollars and $ense Campaign, NxLevel Entrepreneurship training, and Project EmPowerment, were introduced to respondents. Regarding all three programs, a majority of respondents, or about 80 percent, evaluated those programs beneficial.

Additionally, East Gainesville Development Corporation said their biggest program is tax preparation, but only around 15 percent of respondents said they need help in this area. East Gainesville Development Corporation should concentrate their funding on financial education programs rather than tax preparation.

27

Also, respondents had an opportunity to evaluate the new possible names of East Gainesville Development 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 Gainesville Development Corporation programs, existing familiarity with the organization and its campaigns, as well as preferences for a new logo, brand, and slogan for the organization.

28

Clarification of Key PublicsCentury Communications decided to focus on East Gainesville residents as the primary target audience. The secondary and primary research shows current East Gainesville residents are not familiar with the organization or the programs that it offers.

This organization’s secondary publics are the current and potential donors and partners within the Gainesville area. These groups of people provide the funding source this organization and the various programs it offers.

Primary

• East Gainesville Residents

Secondary

• Current and Potential Donors• Current and Potential Partners

29

SECTION FOUR4 Key Publics

5 Goal, Objectives & Phases

SECTION FIVE

GoalThe goal of Century Communications is to position East Gainesville Community Foundation as a recognizable and credible non-profit organization.

As a result of this re-branding campaign plan, Century Communications hopes that East Gainesville 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.

Objectives Impact objectives:

Informational

• To increase awareness about East Gainesville Community Foundation by 30% among East Gainesville residents within nine months.

• Tactics1. Brochure2. Newsletter3. Postcard mailer4. Web site mock-up5. Door hangers6. Tabling exhibit7. TV spots for local broadcast chanel8. Logo9. Potential donor package10.T-Shirt

• To increase awareness about East Gainesville Community Foundation’s programs by 25% among East Gainesville residents within nine months.

• Tactics1. Brochure2. Postcard mailer3. Doorknob hangers4. Web site5. Logo6. Potential donor package

30

Attitudinal

• To enhance the positive reputation of East Gainesville Community Foundation among East Gainesville residents within one year.

• Tactics1. Informational session2. Annual report that includes success rate3. 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.

• Tactics1. Distribute 10,000 door hangers 2. TV spot for local broadcast channels3. Brochure4. Newsletter5. Potential donor package

Phases 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, conduct tabling exhibits throughout East Gainesville.Phase 3:Host event, information session, and databasePhase 4:Carry out evaluation and stewardship functions through contacting individuals and corporations. Through the implementation of these phases, East Gainesville Community Foundation will be able to fulfill its goals and objectives created for this campaign.

Additionally, these phases will increase awareness and name recognition, which are organizational goals set forth by East Gainesville Development Corporation.

31

6 StrategicProgramming

SECTION SIX

Relevant TheoriesThe Public Information Model This model uses a form of one-way communication to distribute information about an organization to various publics. Century Communications has chosen Grunig’s Public Information Model because it best represents the idea of re-branding. Within a re-branding campaign, it is the overall purpose to disseminate information about the organization in a way that is effective and accurate. For the purpose of this campaign, the model will be used to relay 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 of stronger relationships with various key and secondary publics. The idea stems from the basic public relations definition as a management function of communication between an organization and its publics. Therefore, this campaign will build upon existing relationships and establish positive relationships with the stated key and secondary publics of East Gainesville Community Foundation. In addition, Century Communications has devised tactics that will allow the newly re-branded organization to be recognized as a credible non-profit among, not only current and previous donors and partners, but also East Gainesville residents.

32

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 East Gainesville Community Foundation sponsored programs. We want you to learn more about the East Gainesville Community Foundation and take advantage of the services offered.

TacticsCentury Communications chose to create the following tactics based on the secondary and primary 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. Mailers 9. Door hangers10. T-shirt

Each tactic was individually created to increase awareness about the East Gainesville

Community Foundation:

33

Tactic 1: Brand Identity

34

Color Palette

Logo GreenC=52 M=0 Y=93 K=0R=109 G=179 B=62

Logo OrangeC=0 M=45 Y=87 K=0R=255 G=127 B=0

Primary Colors

Complementary Colors

BlueC=98 M=81 Y=0 K=0R=21 G=49 B=118

YellowC=7 M=2 Y=67 K=0R=244 G=240 B=77

LimeC=21 M=0 Y=87 K=0R=69 G=100 B=87

TealC=68 M=2 Y=5 K=0R=21 G=170 B=212

PurpleC=56 M=55 Y=0 K=0R=113 G=83 B=173

BrownC=27 M=56 Y=86 K=40R=80 G=58 B=34

Type Color

Dark GreyC=81 M=76 Y=71 K=41R=36 G=36 B=36

Tactic 2: Web Site Mock-Up

Home page

35

East GainesvilleCommunity Foundation

Our Mission

To provide people with

the tools to be

financially self reliant

both in managing and

investing of money.

Formerly known as East Gainesville Development Corporation

Home About Us NewsProjects Partners Make a donation Resources

East Gainesville Community Foundation is a non-profit that serves

the community providing people with the tools they need to become

financially self-reliant. We run several programs to assist Gainesville

residents in need with everything from income tax preparation to

entrepreneurship training. Please view our programs page to learn

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.

Welcome

Home About Us Programs News Partners Resources Make a donation

About Us

36

East GainesvilleCommunity Foundation

Our Mission

To provide people with

the tools to be

financially self reliant

both in managing and

investing of money.

Formerly known as East Gainesville Development Corporation

About Us

East Gainesville Community Foundation began in 1997 as a task

force comprised of 200 local community members. In 2001, the task

force changed the organizations name to East Gainesville

Development Corporation.

In 2009, EGDC chose to re-brand itself once again to ensure that

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 NewsProjects Partners Make a donation

Home About Us Programs News Partners Resources Make a donation

Tactic 3: Brochure

37

East Gainesville Community

Foundation

Mission. To provide people with

the tools to be financially self

reliant both in managing and

investing of money.

Message. East Gainesville

Community Foundation cares and

exists to help YOU!

We provide access to a variety of

local resources and encourage

participation in various EGCF

sponsored programs. We want

you to learn more about EGCF

and take advantage of both our

services and aid we offer.

Programs: Dollars and $ense,

NxLevel Entrepreneurship

Training, Project EmPowerment,

Micro-loans Program, and Camp

Money Que$t.

EGCF:

Board of DirectorsRhonda DeCambre Stroman, Esq. Dip. Ed.

Chairman & CEO

Jacquelyn White

Vice Chairman of Programs

Kimberly Hankerson, MBA

Vice Chairman of Resource Development

Pamela Burns, CPA, EA, FCPA

Chief Financial Officer

Chris Coleman, Registered Representative

Chief Administrative Officer

Rev. Samuel Jones Jr.

Nona C. Jones

Anthony Gordon

Cedrick Baker

Albert White

Isaac Jones

Ian R. Fletcher

Shaad Rehman

April Green

Erica Castano

East Gainesville Community Foundation

PO Box 1443

Gainesville, Florida 32602

Phone:1-866-535-5040

www.egdc.org

Tools for your financial future

About:



began in 1997 as a task force comprised of

200 local community members. In 2001,

the task force changed the organizations

name to East Gainesville Development

Corporation.

In 2009, the organization decided to re-

brand itself once again to ensure that 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 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.

• Visit www.egdc.org

• Visit our online discussion forum

• Join our mailing list by submitting

your email and physical address

to [email protected]

• Join an information session at

various events throughout the

year.

Stay Updated with the


Foundation!

Want to help?


Foundation is a non-profit organization

with limited funding.

If you are interested in giving of your

time or a monetary donation, please

contact Rhonda Stroman, Chairman &

CEO, at [email protected].

Interested in a program

application?

Applications for Project EmPowerment

can be found at the GRU front desk.

All other applications can be found by

contacting Rhonda Stroman, Chairman

& CEO, at [email protected]

Tactic 4: Monthly Newsletter

38

EAST GAINESVILLE COMMUNITY FOUNDATION! 1

MEET THE ORGANIZATION

We have gone through several name changes, but have kept the same purpose. Developed in 1997 as the East Gainesville Community Task Force, our non-profit organization has worked to address community issues in the areas of employment, business development, tourism, education and health. The Task Force soon took on a new identity, the East Gainesville Development Corporation in 2001. Throughout our operation, the EGDC has advocated growth in the East Gainesville region through local support in the form of a variety of programs.

In 2009, our name changed to EGCF. Through surveying, we found a similarity among our respondents.

EGDC often mislead respondents by its name, this non-profit remains unknown to many of its constituents. It is a recognizable name by other non-profit businesses, but is indistinct to many of its primary target audience, the

East Gainesville residents themselves. EGDC does not practice stewardship with its former grant suppliers, and therefore has lost much of its previous funding.

Our purpose is to facilitate empowerment among the low-income population of Gainesville, particularly East Gainesville. The various programs provide education to these residents about all aspects of becoming financially secure and self-sufficient through workshops and classes. Our organization and its programs are entirely funded through donations and grants. Private donation attempts have been met with little if any response. Therefore, EGCF has focused its fundraising efforts mainly on corporations

with Gainesville offices, such as Nationwide Insurance.

We are interested in expanding all areas of funding, with hopes of receiving government grants in the future. EGCF is managed by a 15 member Board of Directors who participate on a volunteer basis. All members have full-time jobs in different industries throughout the Gainesville community. The board meets every month to discuss any changes or new ideas that could further enhance its relationships.

EGCF has communicated and provided free income tax preparation services and educational classes to local residents for 12 years. Our primary message is for individuals to be self reliant in managing and investing their money.

We also encourage overall self-empowerment among East Gainesville residents. The message continues to be carried through the Dollars and Sen$e campaign, Project EmPowerment, NxLevel Entrepreneurship Training, Volunteer Income Tax Assistance, and Camp Money Que$t.

! ! ! ! Tools for your financial future since 1997.

PROGRAMS OFFERED

See the five-financial programs currently being offered by EGCF. Page 2

DONOR INFORMATION

If you are interested in donating, please review this to see more company information.

Page 2

ONLINE FORUMS

Meet others in your area and post any questions, comments, or concerns on our discussion board! Page 2

SIGN UP FOR OUR

MAILING LIST

Stay up to date with EGCF’s classes and events!Page 2

CONTACT US

Questions? Mail, Email, or call today.Page 2

A Monthly Newsletter" ISSUE 1 - SPRING 2010

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 N

2! EAST GAINESVILLE COMMUNITY FOUNDATION

P R O G R A M S O F F E R E D

DOLLARS AND $ENSE

This campaign is an initiative that unites professional citizens with low-income residents of East Gainesville who need assistance with taxes. The volunteers from the government, non-profit and private sector are assigned to several locations across Gainesville from January to April, the prime months of tax season to provide free tax aid.

• Reached 4,000 community members.

• Saved almost $3 million in tax refunds.

Project EmPowerment

Launched in 2008 in partnership with Gainesville Regional Utilities and the Community Weatherization Coalition, this campaign provides monetary assistance to low-income Gainesville residents who fall behind on their utility bills.

•More than 30 low-income residents have received funding through this project.

•Also provides education on how to lower utility bills.

NxLevel Entrepreneurship Training

This program provides thousands of dollars in funding to different business ideas submitted by Gainesville residents.

To receive funding, applicants must complete:

•an entrepreneurial training program where in the top four business ideas receive micro loans, small amounts of money to start and grow their businesses in the Gainesville community.

VITA

This program relies on the University of Florida student volunteers to assist by preparing tax forms for the program’s participants.

•Open to all, though heavily targeted to low-income residents who do not have the financial means to pay for tax assistance.

Camp MoneyQue$t

This campaign is a five-day money camp designed to teach 13-18 year old youth financial management skills.

Students will learn how to:

•Set up a budget.

•Spend wisely.

•Establish credit and use it wisely.

Rhonda DeCambre Stroman

DONOR INFORMATION

If you are interested in donating your money and/or time, EGCF needs you!

Our organization understands local hardships, cares about improving them, and we are aiming to improve the situation, which would better the community in East Gainesville. We need your help to improve things, in the way of donations of either time or money. You can be an active force in cleaning up poverty in the East Gainesville community to make this a better place for current and future generations.

ONLINE FORUMS

These message boards will allow Gainesville residents, specifically those residing in East Gainesville, to discuss a variety the following:

•All five offered programs.

•Everyday financial problems.

SIGN UP FOR OUR MAILING LIST

By signing up for our mailing list, you will receive:

• Reminders for educational programs.

• Weekly reminders of upcoming events.

• Any publicity about EGCF.

CONTACT US

People like you are the heart of this organization. Without you we would not be able to exist!

Please contact Board Chairman and CEO Rhonda DeCambre Stroman.

By phone: 352-214-1974

By email: [email protected]

By mail: P.O. Box 1443

! Gainesville, FL 32602

Visit our Web site at: www.EGDC.org.

Tactic 5: TV SpotAs per survey results, the majority of our target public receives their information from a television news source. Creating a tactic for this medium is essential. The series of four commercials chronicles the experience of one East Gainesville resident, Brenda, as she discovers and utilizes the services provided by East Gainesville Community Foundation to achieve 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. This format gives a sense of familiarity with the character, as well as create a story line the public can follow. Ultimately, it should be inspiring to the community, while informing them of the opportunities that could be attained through the use of East Gainesville Community Foundation’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 $ENSE CAMPAIGN FROM ANOTHER MOTHER AT MY SON’S SUMMER BASKETBALL TOURNAMENT. SHE SAID THEY TAKE ALL THE HASSLE AND CONFUSION FROM COMPLETING YOUR TAXES, AT NO COST. ALL YOU HAVE TO DO IS VISIT ONE OF THE LOCATIONS AND BRING ANY INFORMATION NEEDED TO HELP YOU COMPLETE THE TAX FORMS. IT TOOK A MATTER OF MINUTES AND IT WAS 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 TAXES IS DONE, I AM ANTICIPATING MY TAX REFUND. NOW WITH A HEAD START ON MY FINANCES, I CAN TAKE ADVANTAGE OF THE NxLEVEL ENTREPRENEURSHIP TRAINING PROGRAM THEY OFFER.

TO FIND OUT MORE ABOUT BRENDA'S EXPERIENCE WITH ALL THE EAST GAINESVILLE COMMUNITY FOUNDATION HAS TO OFFER, PLEASE VISIT WWW.EGDC.ORG

East Gainesville Community Foundation. Tools for your financial future.

40

http://www.egdc.org/


TV Spot 2(NxLevel Entrepreneurship Training)


Voice over:

THE FIRST TIME I WENT TO THE EAST GAINESVILLE COMMUNITY FOUNDATION FOR HELP WITH COMPLETING MY TAX FORMS, I WAS BLOWN AWAY BY ALL THE DIFFERENT SERVICES GEARED TOWARDS HELPING ME LEARN TO MANAGING MY MONEY. THE NxLEVEL ENTREPRENEURSHIP PROGRAM IS FREE TO ENROLL FOR COMMUNITY MEMBERS, WHICH I REALLY APPRECIATE DURING THESE TOUGH TIMES. I LEARNED THE CLASSES LAST 8 to 10 WEEKS AND CAN GIVE ME INVALUABLE INSIGHT INTO THE REALITY OF WHAT IT TAKES TO MANAGE MY OWN BUSINESS. THE COURSE IS TAUGHT BY EXPERIENCED MEMBERS OF THE COMMUNITY WHO ARE ALWAYS ABLE TO ANSWER ANY QUESTIONS I HAVE ABOUT ENTREPRENEURSHIP. I HAVE ALWAYS WANTED TO OPEN MY OWN DANCE STUDIO, AND NOW WITH POSSIBLITY OF RECEVING A SCHOLARSHIPS IF I AM ONE OF THE FOUR TOP GRADUATES AND ALL THE KNOWLEDGE I GAINED FROM THE COURSES, IT COULD ACTUALLY BE A REALITY! MY FRIENDS AT THE EGCF SAY THE NEXT STEP IS TO LOOK INTO THE MICRO-LOAN PROGRAM. I REALLY APPRECIATE KNOWING THAT THERE IS AN ORGANIZATION IN GAINESVILLE THAT IS DEDICATED TO HELPING ME SUCCEED.

TO FIND OUT MORE ABOUT BRENDA’S EXPERIENCE WITH ALL THE EAST GAINESVILLE DEVELOPMENT CORPORATION HAS TO OFFER, PLEASE VISIT WWW.EGDC.ORG


41



TV Spot 3(MICRO-LOAN PROGRAM)


AFTER I COMPLETED THE EAST GAINESVILLE COMMUNITY FOUNDATION’S NxLEVEL ENTREPRENEURSHIP PROGRAM, I WAS AWARDED A SCHOLARSHIP TO START MY OWN BUSINESS. IT WAS A GREAT START, BUT THE ENTREPRENEURSHIP COURSES TAUGHT ME THAT IN ORDER TO HAVE A SUCCESFUL START-UP I NEED TO INVEST IN MY BUSINESS. THE ORGANIZATION'S MICRO-LOAN PROGRAM IS DESIGNED TO PROVIDE THE FINANCIAL ASSISTANCE NECESSARY TO BEGIN A BUSINESS VENTURE. EAST GAINESVILLE COMMUNITY FOUNDATION IS HELPING THE COMMUNITY BY CREATING OPPORTUNITIES FOR LOCAL BUSINESSES TO THRIVE. THE MICRO-LOAN PROGRAM IS JUST ONE OF THE MANY WAYS THEY HAVE HELPED ME ACHIEVE MY DREAM OF OPENING MY OWN DANCE STUDIO. THEY HAVE INSPIRED ME TO USE MY SUCCESS TO MOTIVATE OTHERS IN MY COMMUNITY.

TO FIND OUT MORE ABOUT BRENDA’S EXPERIENCE WITH ALL THE EAST GAINESVILLE DEVELOPMENT CORPORATION HAS TO OFFER, PLEASE VISIT WWW.EGDC.ORG


42



TV Spot 4(Success)


Voice over:

IT HAS BEEN A YEAR SINCE I FIRST UTILIZED EAST GAINESVILLE COMMUNITY FOUNDATION'S SERVICES. IT ALL STARTED WITH THE TAX FORM COMPLETION SERVICE, WHAT IS KNOWN AS THE DOLLARS AND $ENSE PROGRAM. I AM SO GLAD I TOOK THE TIME TO LEARNING ABOUT THEIR PROGRAMS SO I COULD BENEFIT FROM THEM. EGCF HAS CHANGED MY LIFE AND TAUGHT ME THE SKILLS NEEDED TO FOLLOW MY DREAMS. I NOW OWN AND OPERATE MY VERY OWN DANCE STUDIO FOR YOUNG LADIES. EGCF PROVIDED ME WITH FREE TOOLS I NEEDED TO SECURE MY FINANCIAL FUTURE. AND NOW, I GIVE MY TIME AND GUIDANCE TO OTHER MEMBERS OF THE COMMUNITY WHO ARE LOOKING TO CHANGE THEIR LIVES THROUGH VOLUNTEERING AS AN EGCF REPRESENTATIVE. THE BENEFITS OF WORKING TOGETHER AS A COMMUNITY ARE ENDLESS, AND TOGETHER WE HAVE WHAT IT TAKES TO MAKE EAST GAINESVILLE FLOURISH WITH PROSPERITY, ESPECIALLY WITH THE ASSISTANCE OF LOCAL COMMUNITY ORGANIZATIONS. TOGETHER IT IS POSSIBLE.

FIND OUT MORE ABOUT BRENDA AND WHAT THE EAST GAINESVILLE DEVELOPMENT CORPORATION HAS TO OFFER. PLEASE VISIT WWW.EGDC.ORG


43



Tactic 6: Tabling Exhibit

44

Tactic 7: Potential Donor Package

Potential Donor Package2009

45

East Gainesville Community FoundationP.O. Box 1443Gainesville, FL 32602(856)535-5040www.egdc.org

July 28, 2009

{Name}{Title}{Organization}{Address}{Phone}{Email}

Dear ____________,

The East Gainesville Community Foundation is a non-profit organization committed to the financial education of individuals who reside in Gainesville's east side. Through several programs, including Dollars & $ense, Project EmPowerment and NxLevel Entrepreneurship Training, East Gainesville Community Foundation is providing the tools which will put the power in resident’s hands in terms of their financial future.

For 12 years, the East Gainesville Community Foundation has been working toward the economic development of the community, largely in part because of the generous donations provided by many institutions. The capital provided by donors dictates the operation of the initiatives. That is why we are asking you to consider becoming a corporate sponsor of the East Gainesville Community Foundation. The money you provide is the first step in establishing a long-term relationship with East Gainesville, which in the end will be beneficial for everyone involved. The growth of East Gainesville means success for us all.

We look forward to hearing from your company,


46

http://www.egdc.org

http://www.egdc.org


FOR IMMEDIATE RELEASE

EAST GAINESVILLE COMMUNITY FOUNDATION HAS THE TOOLS YOU NEED TO SUCCEED

Local Organization Provides Financial Education Programs for the Community

If you are like the rest of us, business lingo tends to fly past your radar, leaving you confused and frustrated when it comes to handling your finances. Luckily, the East Gainesville Community Foundation is taking the chaos out of becoming financially savvy.

The organization is dedicated to enhancing East Gainesville in a variety of developmental aspects, including economic growth, employment, tourism and education. This is achieved through the promotion and implementation of community-oriented resources such as the Dollars & $ense program, Project EmPowerment, and Camp MoneyQue$t.

These programs help to promote knowledge and independence through education. NxLevel Entrepreneurship is an educational program that also awards scholarships to the top four graduates with the best business plans. This fosters ingenuity and innovation within members of the community.

East Gainesville Community Foundation began in 1997 as a task force comprised of 200 local community members. In 2001, the task force changed its name to the East Gainesville Development Corporation. In 2009, the organization chose to re-brand itself once again to ensure that residents recognize the nature of its services, and to strengthen its prominence within the community.

###

For more information on the East Gainesville Development Corporation, or to schedule an appointment with Rhonda Stroman, please call 352-214-1974 or e-mail [email protected]

47

http://www.egdc.org

http://www.egdc.org

mailto:[email protected]



Fact Sheet

Over 200 members of the Gainesville community gathered at a local elementary school in 1997 to form the East Gainesville Development Task Force. This coalition included leaders from all facets of the community.

The Task Force worked to address community issues in the areas of employment, business development, tourism, education and health. The East Gainesville Development Task Force became known as the East Gainesville Development Corporation in 2001 before becoming the East Gainesville Community Foundation, as it is known today.

MissionTo provide people with the tools to be financially self-reliant, both in managing and investing of money.

Programs- Dollars & $ense Campaign

o 4,000 clients served.o Generated $3 million in tax refunds, of which more than $500,000 was Earned Income Tax Credits.o The financial training has equipped more than 2,000 people to manage their financial future, including high

school students through Camp MoneyQuest.

- NxLevel Entrepreneurship Trainingo 100 students have graduated.o $8,000 in micro-loans has been awarded for the four best business plan produced.o Awarded $16,000 in grants from CDBG.o $5,000 from the City Economic Development Grant. o Received $137,500 from WFI.o City of Gainesville and Alachua County invested $75,000 in 2007.o Three more business plans received $5,000 in grants to support implementation of their business plan.

- Project EmPowermento Launched in summer of 2008.o Thirty customers have received financial assistance and learned strategies to lower subsequent utility bills.

- Micro-Loan Programo Received $75,000 in grants from The Office of Urban Opportunities.o Program clients include restaurants, car washes, book keeping services, computer technology and beauty

shops.

- Secured a $15,000 Charitable Investment from Nationwide Foundation for Operational Support and $20,000 for Project EmPowerment.

- Began gathering support for the Bricks and Motor project, a multi-purpose facility that will provide support services to small businesses as well as meeting space for organizations.

48

http://www.egdc.org

http://www.egdc.org

Tactic 8: Mailers

49

Tactic 9: Door Hangers

51

Tools for your Financial Future

Formally.....East Gainesville Development Corporation, We have a variety of services and resources designed to help you learn how to become

financially self-reliant both in managing and investing

your money!

Your helping hand to becoming

financially independent!


PO Box 1443

Gainesville, Florida 32602

Phone:1-866-535-5040

www.egdc.org

Front

Dollars and $enseIncludes our Vita program which unites tax professionals with East Gainesville residents in need of assistance withtheir tax returns.

NxLevel Entrepreneurship TrainingCompetitive Entrepreneurship training program which awards the top small-business owners in East Gainesville with micro-loans.

Project EmPOWERmentOur partnership with GRU to provide monetary assistance to East Gainesville residents who fall behind on their utility bills.

Back

Tactic 10: T-shirt

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Timetable/CalendarPhase One: Introduction

Tactic Time Frame Sequence Theory

Develop a list of television and print media contacts

January 2010 -Search all available media outlets in Gainesville-Find contact information including phone number and email for each news managers for each media outlet

RM

Develop a list of former grant lenders and volunteers (by the board due to confidentiality purposes)

January 2010 -For stewardship purposes, add all contact information for former donors and volunteers into one email directory.

RM

Write a press release to inform media and various publics about logo, name and slogan change

January 2010 -Draft information want include-Email release to all media and former donors/volunteers-Follow-up phone call if necessary

PIM

Gather list of facts for fact sheet

January 2010 -Draft information want include-Email release to all media and former donors/volunteers-Follow-up phone call if necessary

PIM

Phase Two and Three: Dissemination of Information, Relationship Management

Tactic Time Frame Sequence Theory**Web Site Launch and Maintenance

January 2010 -Launch new Web site-Weekly upkeep-Maintain volunteer section*Due to confidentiality purposes, only East Gainesville Community Foundation can edit and manage its Web site content

PIM

**Develop a List of Possible Events to Table: At each opportunity

January 2010-December 2010

-Look partner events -Look through local non-profit Web sites to find upcoming events-Develop a list of annual events-Find contact information for each person who will run the event-Call or email each person to ask permission for tabling-Follow up if necessary

PIM

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**Distribute Potential Donor Package: At each opportunity

January 2010-December 2010

-Search local and non-profit organizations-Develop a list of potential donors-Write personalized cover letter for each potential donor-Distribute donor package-Follow up if necessary

RM, PIM

Distribute Brochure, Stage One

February 2010 -Develop a list of non-profit and corporate organizations likely to support the cause of East Gainesville Community Foundation-Ask local non-profit and corporate organizations if keep brochures at location-Finalize print standards considering number of brochures needed (including number of tabling occasions)-Print-Distribute

PIM

**Distribute newsletter, Monthly

January 2010- December 2010

-Gather names and addresses from list of former volunteers and donors, as well as the list of possible future donor-Finalize print standards considering number of copies-Print address labels-Stuff and mail

PIM, RM

Distribute Postcard Mailer, General Organization Postcard

January 2010 -Finalize print standards (Clr :Y, K)-Print-Print address labels for former donors and volunteers

PIM

Distribute 2,000 Doorknob Hangers

February 2010 -Finalize print standards-Print-Hang on doors

PIM

Launch Commercial One Spot

February 2010 -Use list of media outlets formed in Phase One, contact correct news manager-Write cover letter-Send to media outlet-Follow up if necessary-Track number of exposures

PIM

Distribute Flier for Info Session

February 2010 -Write copy for flier-Make a box/site for a sign up list

PIM

Create Annual Report March 2010 -See the report from 2009 PIM, RMHold Info Session March 2010 -Gather facts to be relayed about each

program-Allow segment for promotion of VITA

PIM

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Launch Commercial Two Spot

March 2010 -Use list of media outlets formed in Phase One, contact correct news manager-Write cover letter -Send to media outlet-Follow up if necessary-Track amount of play time

PIM


March 2010 -Hang on doors PIM

Distribute Postcard Mailer, Program One Postcard

March 2010 -Finalize print standards (Clr :Y, K)-Print-Print address labels for former donors and volunteers

PIM

Launch Commercial Three Spot

April 2010 -Use list of media outlets formed in Phase One, contact correct news manager-Write cover letter -Send to media outlet-Follow up if necessary-Track amount of play time

PIM

Distribute Brochure, Stage Two

May 2010 -Contact organizations used in stage one of brochure distribution requesting second period of distribution-Finalize print standards considering number of brochures needed (including number of tabling occasions)-Print-Distribute

PIM

Launch Commercial Four Spot

May 2010 -Use list of media outlets formed in Phase One, contact correct news manager-Write cover letter -Send to media outlet-Follow up if necessary-Track amount of play time

PIM


May 2010 -Hang on Doors PIM

Distribute Postcard Mailer, Program Two Postcard

July 2010 -Finalize print standards (Clr :Y, K)-Print-Print address labels for former donors and volunteers

PIM


July 2010 -Hang on doors PIM

Distribute Brochure, Stage Three

September 2010 -Contact organizations used in stage one of brochure distribution requesting second period of distribution-Finalize print standards considering number of brochures needed (including number of tabling occasions)-Print-Distribute

PIM

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September 2010 -Hang on doors PIM

Phase Four: Evaluation and Stewardship

Complete Post-Implementation Survey

November 2010 -Draft evaluation survey-Select events and locations to survey-Administer survey

RM

Track Number of Web Site Hits

November 2010 -See if the number of hits on the organization Web site has increase since January and what percent

RM

Analyze Number of Print Communication Tools Distributed

November 2010 -Count the number of all distributed communication tools-Count the number of locations the tools were distributed

RM

Perform In-Depth Interviews with Volunteers

November 2010 -E-mail, phone or mail all volunteers that assisted in programs or participated in information dissemination-Draft questions-Set up times and perform interviews

RM

Perform In-Depth Interviews with East Gainesville Residents

December 2010 -Draft questions-Set up times and perform interviews

RM

Review All Media Coverage

December 2010 -Find all media coverage articles and news spots-Determine number of positive coverage and negative coverage

RM

** Denotes a nine-month continuous effort

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7 Communication Plan:Snapshot

SECTION SEVEN

Snapshot of Century Communications’ Plan for East Gainesville Community FoundationBrief Introduction/Overview of client situationEast Gainesville Development Corporation is a non-profit organization located in Gainesville, Florida. Its mission is to provide people with the tools to be financially self reliant in both managing and investing of money. The organization’s current situation is highlighted by their lack of connection with the East Gainesville community. Often mislead by its name, this non-profit remains unknown to many of its constituents. It is vital for the primary target audience, East Gainesville residents, to recognize it is not a company but rather than a non-profit entity. The East Gainesville Development Corporation experiences competition from some organizations such as TutoringZone and other tax assistance programs. The most noticeable problem with East Gainesville Development Corporation's current communications materials is a lack of visual and message continuity throughout its different campaign’s printed materials.

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SnapshotResearch Findings: Situation/Issue Analysis

Primary Research

Key Publics Goal & Objective(s)

Strategies Theme/Messages

Tactics Timing Evaluation

Our secondary research showed us that non-profits who work in similar sectors do have positive attitudes toward East Gainesville Development Corporation. We are able to see this through the many partnerships with these other non-profit organizations.

But since grants and sponsoring are normally done through an application process and East Gainesville Development Corporation currently does not operate using the Stewardship function of public relations, we are unable to determine whether or not these individuals or companies have any beliefs or attitudes toward East Gainesville Development Corporation.

Our primary research demonstrated a variety of attitudes East Gainesville residents felt toward East Gainesville Development Corporation.

Our survey efforts yielded 93 completed surveys. The re-branding questionnaire was often met with slight resistance.

According to our secondary research, East Gainesville residents represent a lower income area in the city.

Our secondary target public consists of current and potential donors and partners within the local area. These individuals are the driving force of East Gainesville Development Corporation and main source of funding for the main programs offered.

Our goal is to raise interest in East Gainesville Community Foundation’s position as a recognizable and credible non-profit organization.

Our objectives include increasing awareness of East Gainesville Community Foundation’s to our key publics, promoting our free educational series as an additional resource thereby gradually decreasing East Gainesville’s need.

Our campaign incorporates two strategic theories, the public information model and Relationship Management Theory.

Public Information Theory uses a one-way form of communic-ation to distribute information about an organization to various publics.

Relationship Management Theory is able to foster, nurture and build stronger relationships with various key and secondary publics.

Our slogan, “Tools for your financial future since 1997” is our theme.

Tactics will be conducted in a series of four phases.

January 2010 to Decem-ber 2010.

Our evaluative techniques primarily include an impersonal involvement such as tracking Web site hits, content analysis of print communica-tion tools and all media coverage, post-implementa-tion survey, and in-depth interviews with volunteers and residents.

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8 Evaluation SECTION EIGHT

EvaluationProgram evaluation is the systematic measure of the success of a campaign. Success is measured against the qualitative goals set in the objectives. Evaluation is an essential part of the strategic planning process, as identifying tactics which fulfilled their purpose helps future strategic planning.

The re-branding campaign completed for the East Gainesville Community Foundation will be judged based on the overall recognition of the new name, logo and slogan, as well as the campaign’s ability to bring awareness regarding the company’s mission and services provided. Lastly, the project will be judged by the amount of credibility the community gives to the East Gainesville Community Foundation, a measure which will be determined by surveying a sample population from East Gainesville. The survey will be conducted 11 months into the year-long campaign.

Much like the primary research survey distributed, the evaluation survey should be given in areas where East Gainesville residents reside, including community centers and community-oriented events. The questionnaire will ask a variety of questions, such as demographics inquiries about the name, logo, mission and services of the East Gainesville Community Foundation and the public’s familiarity with the organization. It is also important to ask where the individuals heard of the East Gainesville Community Foundation (TV, radio, postcard mailers) so as to understand the most effective methods of reaching the target audience for future reference.

The evaluation phase will include in-depth interviews with members of the board to gauge their reactions to the campaign. In addition, content analysis should be conducted on all media coverage and print communication tools distributed throughout the course of the year.

The Web site should also be monitored to track the number of hits. This will allow the new East Gainesville Community Foundation with an estimate for the number of people who have visited the Web site within the year.

The success of the output objectives will be measured upon their actual completion, such as the distribution of 10,000 door hangers and the creation and distribution of four 30-second television commercials.

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StewardshipThe stewardship aspect of a campaign focuses specifically on the relationship management function. It is recommended for any organization or entity, but is undeniably essential to the continued success of a non-profit organization. Stewardship will build community ties, strengthen personal relationships, and perpetuate the awareness of the organization.

There are different methods of achieving stewardship with publics many of which the East Gainesville Community Foundation will benefit from. The first is creating records of donors, ranging from private to corporate; individuals who have utilized the services of the East Gainesville Community Foundation; and past volunteers. These records should be as thorough as possible, including amount donated, contact person, service they utilized and any other information possible. This database will be readily available to understand the history of the publics with the organization and to create future stewardship tactics, such as thank you cards, or celebratory events.

Another way to build a relationship with a public is to celebrate their experience with the organization, such as networking events hosted by the East Gainesville Community Foundation to gather potential and previous donors. Another tactic is creating personalized mailings to donors, updating them on the progress of the programs that they help fund, in hopes that their involvement will continue.

The same principle applies to past volunteers. It would be courteous to thank the volunteers for the time they donated to the mission of the East Gainesville Community Foundation, and also mentioning the other ways they can volunteer.

Ultimately, the primary public for this particular campaign is the East Gainesville residents who utilize the services of the organization. With the re-branding campaign, there is a chance to also re-establish a connection with the community. This comes in the form of periodic mailings, newsletter distribution, or community events. The East Gainesville Community Foundation can also create a message board-style section on their Web site where residents are invited to share their experiences and encouraged to propose suggestions. This will nurture the institution of two-way communication between the organization and the community.

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Stewardship9 SECTION NINE

10 ConclusionSECTION TEN

ConclusionWhen the East Gainesville Development Corporation came to the University of Florida

Department of Public Relations, Century Communications proceeded to propose a solution to

the re-branding challenge to help the organization reach its fullest potential. East Gainesville

Development Corporation has provided a variety of community services to the East

Gainesville community for over 10 years, but has not successfully branded itself with a

recognizable visual identity. Century Communications knew this would be a challenging

account but was very excited to work with an organization who has done so much for the

lower-income residents of East Gainesville.

East Gainesville Development Corporation’s programs include Dollars and $ense, NxLevel

Entrepreneurship training, and Project EmPowerment, but the issue lies in the public’s level of

awareness of East Gainesville Development Corporation as the proprietor of these services.

Therefore our mission is to position the newly named East Gainesville Community Foundation

as a recognizable and credible non-profit organization while simultaneously increasing East

Gainesville resident’s use of the services. The organizations secondary public is the

organizations current and potential donors, the driving force behind all of East Gainesville

Community Foundation’s programs.

When we conducted our secondary research, we learned the history of the organization, past

public relations efforts, its current situation and expectations of the impending re-branding

campaign. During our meeting with the CEO and CFO, Century Communications realized the

need for the organization to centralize its efforts on maintaining one fluid visual identity.

Because our client had not conducted any research on their target public, we felt the need to

conduct an extensive survey for our primary research.

During our primary research phase, Century Communications was faced with many setbacks

due to our limited knowledge about the East Gainesville community and its lack of proximity

to campus. Many of our survey locations yielded minimal results and many of the people we

encountered were reluctant to take it. In the end, we collected 93 surveys, which informed our

group of the existing level of awareness of East Gainesville Development Corporation and its

61

programs. The survey results also help us get a grasp of the opinions and sentiments the

public had for our logo and slogan prototypes.

From our research, we concluded that only 28 percent of the people who took the survey

were aware of East Gainesville Development Corporation and its programs. A significant

amount of the survey participants did express a need for the organization’s programs. A few

of the participants expressed very strong viewpoints. After the research was conducted and

analyzed, Century Communications decided to rename the organization East Gainesville

Community Foundation. The slogan “Tools for your financial future”, was also chosen

because it properly encompassed the purpose of the organizations and was the most

appealing to the target public.

Our re-branding efforts also included creating an appealing and recognizable logo for the

organization to be included on all printed materials, memos, Web site, and viral media

distributed throughout the year. In addition to a new visual identity, we compiled a variety of

tactics the organization can use to garner awareness, facilitate usage of their programs and

maintain relationships with donors.

In order to evaluate the campaigns performance, Century Communications has devised a

plan to distribute a survey to the target public in 11 months. The survey will give East

Gainesville Community Foundation an understanding of the public’s opinion of the credibility

and the effectiveness of the re-branding campaign. We also recommend in-depth interviews

with the members of the board to incorporate their opinions and experiences regarding the

new campaign’s performance.

Another integral part of the campaign is a stewardship plan. In our proposal, we

recommended that East Gainesville Community Foundation keep an up-to-date mailing list in

order to maintain constant contact with the lifeline of the organization, corporate donors.

There should be another database including contact information for past volunteers as well.

Various events throughout the year showing their appreciation to their donors and volunteers

is another great way for the organization to show their appreciation and establish rapport with

this essential target public.

Ultimately, Century Communications hopes that the re-branding campaign will help East

Gainesville Community Foundation establish itself as the credible non-profit organization with

the East Gainesville community.

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Based on this report, Century Communications suggests that East Gainesville Community

Foundation continue its efforts in become a recognizable non-profit organization among East

Gainesville residents, along with current and potential current donors. In order to solve the

organization’s identity issue, board members must focus on continuity throughout the its

communication outlets and messages.

Credibility is essential for maintaining support and fostering growth. Century Communications

suggests that East Gainesville Community Foundation work to establish a single program that

East Gainesville residents can recognize as the signature program. By focusing attention on

only one program, the organization can establish an identity that people can recognize. Sub-

programs and other divisions will receive more coverage in the shadow of the major program.

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FutureSuggestions11SECTION

ELEVEN

Append ix : Sur vey Ins t rumentSurvey

Dear par t ic ipant ,

The following survey was created by PR students as an assignment for public relations campaigns summer 2009 at the University of Florida. This questionnaire is developed to assess the awareness level in hopes to re-brand a non-profit organization in the East Gainesville area.

Please rest assure that all of your answers will be confidential. Only six group members will have access to this information to ensure secrecy. No compensation will be awarded to participants of this survey. However, $10 gas cards will be awarded to a random selection of three participants. If you have any questions, please feel free to contact us at: [email protected].

Thank you for your participation!

1. If you need any help from a non-profit organization in your community, what services are you currently in need of? a.) tax preparation b.) monetary education programs c.) entrepreneurship training programs d.) Other, please specify ___________________.

2. If you need any help from a non-profit organization in your community, what areas do you feel you could use help in? a.) raising credit score b.) tax preparation c.) lowering utility bill d.) basic banking education e.) Other, please specify _____________

3. Which outlet do you get your local news from? Please circle all that apply.

a.) Radio b.) TV c.) Newspaperd.) Internet e.) Other source ________________________

4. Have you ever heard of East Gainesville Development Corporation? a.) Yes (please answer #4-1) b.) No (Please go to #5)

4-1. If yes, where did you hear it? __________________________________

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The East Gainesville Development Corporation is a non-profit organization which has communicated and provided free income tax preparation services and educational classes to local East Gainesville residents for 12 years. The goal of the organization is for East Gainesville residents to be self reliant in managing and investing their money. 5. Are you familiar with the services provided by the EGDC? Please circle: a.) Yes (Please answer #5-1) b.) No (Please go to #6)

5-1. If so, have you participated in any of their programs? Please indicate which ones:___________________

Please rate about your perception about the following EGDC programs.

6. Dollars and $ense Campaign

The Dollars and $ense Campaign is an initiative that unites professional citizens with low-income residents of east Gainesville who need assistance with taxes.

Not verybeneficial

Extremely beneficial

1 2 3 4 5

7. NxLevel Entrepreneurship Training

This program provides thousands of dollars in funding to different business ideas submitted by Gainesville residents.

Not verybeneficial


1 2 3 4 5

8. Project EmPowerment

Launched in 2008 in partnership with Gainesville Regional Utilities, the Santa Fe Community College East Gainesville Initiative and the Community Weatherization Coalition, this campaign provides monetary assistance to low-income Gainesville residents who fall behind on their utility bills.

Not verybeneficial


1 2 3 4 5

9.) How important do you think these services are to the local community in general? (Please circle on number):

Not veryimportant

Extremely important

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1 2 3 4 5

The following questions are to help us determine which slogan and logo would be best for our rebranding campaign for the East Gainesville Development Corporation.

10. What name should East Gainesville Development Corporation be re-branded as? a.) East Gainesville Community Services b.) East Gainesville Community Foundation c.) East Gainesville Community Services Foundation d.) East Gainesville Financial Foundation e.) East Gainesville Development Foundation

f.) If you have any good ideas regarding the name of the organization, please specify it here ____________________________________

11. Rate on a scale from 0-5 (0 = not favorable and 5 = extremely favorable) how much do you like the following slogans? a.) “Put your future…in your hands”a.) “Put your future…in your hands”a.) “Put your future…in your hands”a.) “Put your future…in your hands”a.) “Put your future…in your hands”

Not veryfavorable

Extremely favorable

1 2 3 4 5 b.) “Empowering your future”b.) “Empowering your future”b.) “Empowering your future”b.) “Empowering your future”b.) “Empowering your future”

Not veryfavorable

Extremely favorable

1 2 3 4 5

c.) “Helping you succeed”c.) “Helping you succeed”c.) “Helping you succeed”c.) “Helping you succeed”c.) “Helping you succeed”Not veryfavorable

Extremely favorable

1 2 3 4 5

d.) “Tools for your financial future”d.) “Tools for your financial future”d.) “Tools for your financial future”d.) “Tools for your financial future”d.) “Tools for your financial future”Not veryfavorable

Extremely favorable

1 2 3 4 5

Other slogan suggestions:________________________________________________________________________________________________________________________________________________________________________________________________________________________________

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12. Rate on a scale from 1-5 (1=unappealing and 5=extremely appealing) how much do you like the following logos?

a.) a.) a.) a.) a.) Not veryappealing

Extremely appealing

1 2 3 4 5

b.) b.) b.) b.) b.) Not veryappealing

Extremely appealing

1 2 3 4 5

c.) c.) c.) c.) c.) Not veryappealing

Extremely appealing

1 2 3 4 5

d.) d.) d.) d.) d.) Not veryappealing

Extremely appealing

1 2 3 4 5

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13. If you have any suggestions or questions for EGDC, please include any opinions.________________________________________________________________________________________________________________________________________________________________________________________________________________________

Please circle:

14. Do you live in Gainesville? a) Yes (Please answer #14-1) b) No (Please go to #15)

14-1. If yes, please indicate your zip code: ______________________________

14-2. How long have you been living in Gainesville? ___________ year(s) _______ month(s)

15. What is your gender? a.) Male b.) Female

16. Age: a.) 18-23 b.) 24-29 c.) 30-35 d.) 36-41 e.) 42-47 f.) 48-older

17. What is your annual income? a.) 0 - $19,000 b.) $20,000 - $25,000 c.) $26,000 - $31,000 d.) $32,000 - $37,000 e.) $38,000 +

18. Ethnicity/Race: a.) American Indian/Alaskan Native b.) Caucasian c.) Black or African-American e.) Asian (Chinese, Japanese, Filipino, Korean, Pacific Islander) f.) Hispanic (Latino, Mexican-American) g.) Middle Eastern h.) Indian

This is the end of our questionnaire. Thank you for participating in this survey!68

BIBLIOGRAPHY

(n.d.). Retrieved July 1, 2009, from East Gainesville Development Corporation: www.East

Gainesville Development Corporation.org

Burns, P., & Stroman, R. D. (2009, July 6). East Gainesville Development Corporation. (B.

Hobbs, A. Erlenbach, B. Zambrano, C. Garcia, L. Lombardo, & M. Hallas, Interviewers)

Chamberlain, C. (2004, October 11). Financial Education Programs Would Benefit

Low-Income People, Scholars Say. Retrieved July 7, 2009, from Illinois News Bureau

Web site: http://news.illinois.edu/news/04/1011finance.html

East Gainesville Development Corporation. (2009). Gainesville Saves: Partners in

Prosperity [Brochure]. Gainesville, FL: Nora C. Jones.

Friedman, P. (2005, September 17). Providing and Funding Financial Literacy Programs for

Low-Income Adults and Youth: The Finance Project Web site. Retrieved July 9, 2009,

from The Finance Project Web site: http://www.financeproject.org/publications/

FESfinancialliteracy.pdf

Group, R. P. (2003, February 20). Plan East Gainesville: MTPO. Retrieved July 9, 2009, from

Metropolitan Transportation Planning Organization for the Gainesville Urbanized Area

Web site: http://www.planeastgainesville.org/

Holcomb, P. A., Flores, K., Pernas, M., Herbig, C., & Tumlin, K. C. (1999, February 1). About

Us: Urban Institute. Retrieved July 5, 2009, from Income Support and Social Services

for Low-Income People in Florida Web site: http://www.urban.org/url.cfm?ID=308027

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http://www.egdc.org

http://www.egdc.org

http://news.illinois.edu/news/04/1011finance.html

http://news.illinois.edu/news/04/1011finance.html

http://www.financeproject.org/publications/FESfinancialliteracy.pdf




http://www.planeastgainesville.org/

http://www.planeastgainesville.org/

http://www.urban.org/url.cfm?ID=308027

http://www.urban.org/url.cfm?ID=308027

Jacob, K. (2000, July 2). Learning the Ropes: Financial literacy programs help low-income

families. Retrieved July 6, 2009, from National Housing Institute Web site: http://

www.nhi.org/online/issues/112/jacob.html

The skinny on 32641: ZIPskinny. (n.d.). Retrieved July 9, 2009, from Zipskinny Web site:

http://zipskinny.com/index.php?zip=32641

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rebranding campaign proposal

Business