Pulse of The Arc

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What is Pulse of The Arc? A sub-brand of The Arc of San Francisco: a non-profit organization that assist adults with developmental disabilities.

In one simple sentence or phrase, what do we need to communicate? Join Pulse of The Arc to meet fun and outgoing people while contributing towards a great cause.

History + Purpose Created in 2009 under the working name of “Young Professional Volunteers.” All members were per-sonally impacted by someone with a disability that made it difficult for them to live a normal life. They strongly believed in The Arc’s mission and want other young professionals to become involved.

The Creative Brief

1. We organize various fundraising activities throughout the community.

What is the business context in which the brand is operating? PoTA is a sub-brand of The Arc of San Fran-cisco. Advertising will help create awareness for their future fundraising events.

Who are we looking for? Working professionals: Age 25-38. They are tech savvy and use social media to organize, coordinate and communicate about events. They are “Social Ambassadors”-- a passionate social leader & representative of The Arc.

How and where are we going to bring this to life? With an aggressive social media presence, PoTA will create awareness of The Arc through Facebook, Twitter, FourSquare and other social mediums.

What are the mandatories and guidelines we’ve been given by the client? The main purpose of PoTA is to increase awareness of The Arc by creating a strong presence within the physical and online community.

2. We invite friends and networks to events to raise awareness about The Arc of SF.

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StrengthsNationally recognized Established Organization (+50 years)Provides all-around services for clientsProven vav methodsLoyal staff

WeaknessesNot enough exposure through media channelsDonations from only one mediumOrganization of fundraising methods

OpportunitiesIncrease donations through online and social media outletsFocus more on its historyIncrease fundraising by expanding YPV program

ThreatsOther NPOsNPOs with established fundraising methods/eventsNPOs with better resources/funding

StrengthsResources of ARCYoung and energetic groupPrevious track record of successful events

WeaknessesSizeWebsite PresenceLack of clear definition of program

OpportunitiesExpand membership/Create a stronger and larger groupOrganization of group/events through Social MediaUse of local venues and artists in SF

ThreatsOther fundraising/activity groupsNPOs with more resources & followingPeople involved with other charitiesPeople who claim to have no timeStruggling economy

SWOT Analysis | The Arc of SF SWOT Analysis | Pulse of The Arc

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Create a stronger identity for the sub-brand of The Arc of SF that will attract new members.

Objective Consumer Profile

Sarah Fuller

Age:27

School:Accountant in Financial District

Income:50k Salary

Favorite Websites:Blogspot, Twitter, Facebook

Other things you didn’t know:People person & social bugDonates to Red CrossWants to get involved with non-profits but feels intimidated

Bio BlogWhy? The Social Ambassadors donate time and resources on behalf of The Arc and their clients, but lack a proper identity to recruit new members and build awareness of their mission and group.

Social Ambassadors? This is the new title of our members. They are more than just volunteers--they’re representatives of The Arc in the social outlets.

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1. Bridge the gap between people with disabilities and their communities.

2. Create an online community that merges networking and helping people.

3. Open people’s mind to a new style of social networking.

Mission StatementBrand Vision

the community by

for The Arc of SF through

&

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Logo Previous | Next

of The Arc

of The Arc of The Arc of The Arc

Logo | Pantones

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Logo | Alternative tones Previous | Next Logo | Alternative pantones

of The Arc

of The Arc of The Arc of The Arc

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#1A2333

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Why two logos? PoTA will have a very strong web presence and having a vibrant logo online works. When it comes to print, we will have a simplied logo that can be applied to stationary and various print items to cut down print cost.

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Logo | Fonts

Fake Plastic

Panther

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9 0 , . ! ? ” ( )

Logo | Tagline Treatment

of The Arc

DEVELOPMENTALFOR ADULTS WITHADVOCATES

DISABILITIES

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Logo | Stationaries Logo | Business Cards

Front

Front (flap open) Back (flap open)

Back

1500 Howard Streetsan franciscoca 94103

TEL: 415 255 7200fax: 415 255 9488INFO@thearcsf.org

of The Arc

1500 Howard Streetsan franciscoca 94103

TEL: 415 255 7200fax: 415 255 9488info@thearcsf.org

of The Arc

ADVOCACY FOR ADULTS WITH DEVELOPMENTAL DISABILITIES

of The ArcDEVELOPMENTALFOR ADULTS WITHADVOCATES

DISABILITIES

DEVELOPMENTALFOR ADULTS WITHADVOCATES

DISABILITIES DEVELOPMENTALFOR ADULTS WITH

of The ArcADVOCATES

DISABILITIES

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Logo | Shirts

Front Back

Exclusive T-Shirts are worn by our Social Ambassadors who are hosting events. Styles include guys & girls tee and polos.

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Joining Pulse of The ArcSince application forms are too formal, we opted for some-thing more natural with our target market. This facebook quiz will help determine who has the right mindsets/traits to become part of the Pulse of The Arc.

1. The Facebook Quiz These type of quizzes are very popular, so we found a way to use them as a filter to find the right candidates to become Social Ambassadors of PoTA. The quiz will be accessible through Facebook’s news feed, Twitter links and blog(s).

2. Results are in! If the user scores high, they will be linked to PoTA’s site where they can sign up to become a Social Ambas-sador. Other quiz takers with lower scores will be linked to the general site with info and events relating to PoTA.

Quiz takers can publish their results. The quiz will ripple through numerous networks and gain more attention.

Are you a Social Ambassador?Social Ambassadors love to be in the know. They network and host events in addition to attending.

See where you fall on the Social Ambassador scale!

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3. The Website Created to reinforce the PoTA’s newer and stronger identity. Here, users can find info on upcoming events and RSVP. Established Social Ambassadors can sign-in to update the blog with news and photos from past events. 4. Official Member!

Hosting Pulse of The Arc’s first Art Show

“Art Show 2010” Album by Pulse of The Arc Previous | Next

of The Arc overview objective brand logo execution

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Friends | 4 online • 626 offline

Pulse of The Arc

David Pham • Art Director

Hansley Kasih • Art Director

Giselle Gonzalez • Copywriter

• Profile• Account• Settings• Log Out

Jon Ward • Account PlannerGhostbustin’

How can cookies be so bad but taste so good?

If a picture is worth a thousand words, why write when you can paint a picture?

Dream until your dreams come true.

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