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Strengthening theJewish Federation System
through Brand ManagementFederation Leadership InstituteFebruary 10, 2009
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Todays agenda
1. How brands create value Clear focus on a compelling idea secures revenue
Consistent communication strategies build understanding
Brands managed like business assets
Effective re-branding assets
2. The UJC/Federation System brand
3. Recommendations & Next Steps
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A clear focus on compelling
idea attracts donors
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but like this
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Everything we do defines our brand
Brand
PublicRelations
Advertising
Behavior
Name
Identity /Logo
People
WebPresence
CommunityRelations
InternalCommunications
Environments
Promotional
Material
Products& Support
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What It Is What Its For
Simple
True
3-5 word distillation
Benefit(s) that thebrand promisesconsumers
Heart and soulof the brand
Guide strategic andmarketing decisions
Screen out of brand,inappropriate
marketing activities Employees and
partners understandwhat the brand mostfundamentally means
The definition of a brand idea
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What does this mean for non-profits?
A brand is a relationshipbetween the organization anddonor that secures futurerevenue by establishing
preference and loyalty
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A well-known, trusted non-profit brand
secures donations more effectively
Bill NovelliChief Executive Officer
Dear New Member,
A secure retirement has always been a part of theAmerican Dream. Sadly, that dream is becomingincreasingly difficult to reach for many Americancitizens.
Social Security needs protecting and strengthening.
Many businesses have decided to cut employeebenefits. The cost of health care is skyrocketing.Many seniors have to continue working or must re-enter the workplace only to face age discrimination.And too many Americans are saving too little for thefuture.
GenericNonprofit
GenericNonprofit
We Need Your Help to EnsureYour Retirement Security
Bill NovelliChief Executive Officer
Dear New AARP Member,
A secure retirement has always been a part of theAmerican Dream. Sadly, that dream is becomingincreasingly difficult to reach for many Americancitizens.
Social Security needs protecting and strengthening.
Many businesses have decided to cut employeebenefits. The cost of health care is skyrocketing.Many seniors have to continue working or must re-enter the workplace only to face age discrimination.And too many Americans are saving too little for thefuture.
We Need Your Help to EnsureYour Retirement Security
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The Pink Ribbon brand has a clear
message and strong following
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The Obama Campaign energized its
target audience with one clear idea
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Building Stronger Brands Online
American Cancer Society $ 30,131,986
American Red Cross $157,700,000
Catholic Relief Services $ 15,261,321
National Multiple Sclerosis Society $ 26,200,000
Salvation Army $ 45,964,040
Save the Children $ 15,951,997
United Way of America $140,949,586
World Vision $ 37,100,000
Sizeable online giving being driven by strong brand building & promotion campaigns
Traditional Brands New Brands
Source: The Chronicle of Philanthropy 2006
Annual Online Giving
$13,627,897
$85,124,606
$750,000,000
Source: Official Websites
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A clear focus on compelling idea attracts
donors
A brand is a relationship between the organization and donor thatsecures future revenue by establishing preference and loyalty
Behind every great brand is a great idea
Focused integrated marketing campaigns make a difference forboth traditional and emerging brands
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Consistent communications
build understanding
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United Way of Southeastern Pennsylvania
United Way of Greater St. Louis
United Way of Greater Los Angeles
United Way Brand Architecture
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No matter where you are, your local YMCA
looks and sounds the same
Dallas
St. Louis
Los Angeles
Mission Statement
To put Christian Values intopractice through programs thatbuild healthy spirit, mind and
body for all.
To put Christian principles intopractice through programs thatbuild healthy spirit, mind andbody for all.
To put Judeo-Christianprinciples into practice throughprograms that build healthyspirit, mind and body for all.
Regional Chapter
Local chapterstailor message forgeographicdifferences
Logo
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The Red Cross is consistent, with certain
geographic allowances
New York
Atlanta
Arizona
The American Red Cross, a humanitarianorganization led by volunteerswill provide
relief to victims of disaster and help peopleprevent, prepare for, and respond toemergencies
Your Metro Atlanta Red cross is part of anationwide network dedicated to saving livesand helping people prevent, prepare for
and respond to emergencies.
The American Red Cross, a humanitarianorganization led by volunteerswill providerelief to victims of disasters and helppeople prevent, prepare for and respondto emergencies.
Mission StatementRegional Chapter Logo
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American Cancer Society adopted clear
brand standardsThe American Cancer Society washistorically overshadowed by its events
It adopted brand standards in order tobenefit from their high profile events
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Most MembersMost Members
Most ProvidersMost Providers
Financial StrengthFinancial Strength
#1 Brand#1 Brand
Blue Cross Blue Shield Brand LeadershipThough recognized as the leading Brand in Healthcare industry, itactually consists of 39 independent companies with complexbranding and varied naming
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BCBS Brand Architecture
Primary Branding
Double Branding
Horizon Blue Cross Blue Shield of New Jersey
Wellmark Blue Cross Blue Shield
Single Marks
Blue Cross Blue Shield of Florida
Blue Cross Blue Shield of Michigan
Blue Cross of Idaho
Blue Shield of California
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Consistent communications build
understanding
Consistency in what you say: successful federation brandscommunicate a common mission
Consistency in how you look: successful federation brands go tomarket with one dominant logo
Brand consistency extends to product and event branding
This consistency helps strengthen leadership position andincrease fundraising power and ability
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Re-branding initiatives
can successfully unite
federated systems
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Americas Second Harvest historically
lacked a cohesive identity
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The 08 re-brand united over 200
organizations under new identity
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The organization is currently migrating
both system and local brands
System brand migration:
Local brand migration:
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Re-branding initiatives can successfully
unite federated systems
Research showed the Americas Second Harvest brand was notmaximizing its impact for the organization
To increase the brands value to the organization, AmericasSecond Harvest adopted a new identity for all local chapters to
implement
The local chapters are currently in a migratory process toimplement the new Feeding America name and identity
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Todays agenda1. How brands create value
Clear focus on a compelling idea secures revenue
Consistent communication strategies build understanding
Brands managed like business assets
Effective re-branding assets
2. The UJC/Federation System brand
3. Recommendations & Next Steps
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How does the
UJC/Federation System brandperform in this context?
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UJC/Federation system increasingly faces
new challenges
Declining and aging donor base
Higher mobility of population
Economy in decline
Stronger branding efforts by leading nonprofits
Increasing use of online fundraising
Increasing competition for share of wallet and mind
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Steady Donor Decline Over Two Decades
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
Donors (U.S. Only)
813,903
491,115
Source: UJC Progress Report
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Mobility presents additional challengesPeople who recently moved to a new community:
less likely to be familiar with local Jewish Federation
less likely to be contacted by local Jewish Federation
less likely to give $ to local Jewish Federation
Source: Sid Groeneman and Tom Smith, The Impact on the Jewish Community of Jewish Geographic Mobility
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0%
20%
40%
60%
80%
100%
'08
0%
20%
40%
60%
80%
100%
'08
0%
20%
40%
60%
80%
100%
'08
Brand Research provided key brand measures
0%
20%
40%
60%
80%
100%
'08
569524
599
0
200
400
600
800
'05 '06 '07
7%
BrandMeasurement Dashboard
SatisfactionBrand
AwarenessBrand Affinity Growth Renewal Recommendation
(thousands)
76%
31%
83%66%
0%
10%
20%
30%
40%
50%
'08
UJC 11%
Federations 41%
UJA 38%
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Other
Federation
2072.06Goodwill Industrious International
0.55
0.65
0.65
0.65
0.660.67
0.69
0.75
0.76
0.80
0.82
0.97
1.08
1.96
2.16
2.62
3.71
4.09
4.27
2002 Revenue (billions)
Feed the Children
90Easter Seals
302YWCA of the USA
44Volunteers of America
300Girl Scouts of America300Boy Scouts of America
125Planned Parenthood Federation of America
2,100Habitat for Humanity International
Fidelity Investments Charitable Gift Fund
Gifts in Kind International
14American Cancer Society
71The Nature Conservancy
3,300Boys & Girls Clubs of America
157United Jewish Communities
Salvation Army
179Catholic Charities USA
1,400United Way of America
940American Red Cross
972National Council of YMCAs
# of AffiliatesOrganization
Of the largest, UJC is the only federated
system with misaligned branding16 of the largest 20 non-profit organizations are based on a federation model
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Brand Audit: Many faces to the public
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Jewish Federation of geography
GeographyJewish Federation
____/Jewish Federation of geography
Jewish Community Federation of geography
United Jewish Federation of geography
87% of Federations
73.7% of Total Donors
69.9% of Total Gift Value
United Jewish
Communityof geography
UJA Federationof geography
2% of Federations
4.3% of Total Donors
3.3% of Total Gift Value
Unique Names
7% of Federations
3.5% of Total Donors
4.5% of Total Gift Value
4% of Federations
18.5% of Total Donors
22.3% of Total Gift Value
*Figures represent 2006 Annual Campaign
136
10
7
4
Implicit Naming Consistency Has Emerged
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Todays agenda1. How brands create value
Clear focus on a compelling idea secures revenue
Consistent communication strategies build understanding
Brands managed like business assets Effective re-branding assets
2. The UJC/Federation System brand
3. Recommendations & Next Steps
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CommonNaming
Architecture
CommonProduct
Naming
One Brand(name and mark, etc.)
LiveGenerously
e.g:
___/JewishFederation ofgeography
e.g:
___ AnnualCampaign,
__Foundation
New visualrepresentationof commonbrand attributes
e.g:
United Way ofgeography
Red Cross ofgeography
e.g:
Habitat forHumanity
Broadfederationparticipation indicates unmetneed
Insufficient toestablishing
effectivecontinentalbrand
Preservesbrand equitiesbuilt up inlocalcommunities
Almost 90%already do
Building blockof commonbranding
Aligns wellwith UJCmission
Reinvigoratescore product
Visual isstrongestelement of brandidentity highestrecall andprovides forstronger brand
protection Significant
impact on localfederationbranding
Clearest brandarchitecture formore mobilepopulation
Significantimpact on localfederation
branding
Very effectiveat raisingrecognition
Significantimpact onlocalfederation
branding
System Branding Options
Consistent continental branding
CommonTagline
Common
Mark
Consistent
Naming
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Benefits of Common Branding
Jewish Federations would benefit from:
1. Continental advertising of Federation system value and needs,
raising its awareness, stature and appeal
2. Greater exposure and leverage from PR media activities, bothlocally and continentally
3. Stronger recognition and awareness for mobile segment ofpopulation
4. Better economies of scale for marketing best practices,
templates and tools
5. More effective promotion and enabling of online fundraising
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Recommendations
1. Build a continental brand strategy based on a compelling idea
2. Adopt a common naming architecture to strengthen ouridentity across the world
3. Rebrand UJC to clearly reflect the Federation naming
4. Plan a clear path to transition to the new identity
5. Brand common product line, starting with the annual campaign
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Federation migration toward common naming architecture willoccur over 18 months period:
The Federations would migrate toward
new naming architecture
Jewish Federation of geography
____ Jewish Federation of geography
____ / Jewish Federation of geography
____: Jewish Federation of geography
Jewish _____ Federation of geography
Jewish Federation of geography
GeographyJewish Federation
____/Jewish Federation of geography
Jewish Community Federation of geography
United Jewish Federation of geographyUnitedJewish
Communityof geography
UJA Federationof geography
Unique Names
Now 18 months
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The new name will clearly and succinctly communicate itsalignment with Jewish Federations continentally:
New UJC name will align with Federations
Jewish Federations of North America
Association of Jewish Federations of North America
United Jewish Federations of North America
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Brand Strategy Development: Next Steps
General Assembly
BRAND DEVELOPMENT
2009 2010
BRAND LAUNCH BRAND BUILD
Board Meeting Board Meeting Board Meeting
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Brand Strategy Development Details
Development and testing of continental Branded messages
Development of Brand Architecture system, new logo, visual guidelines, etc.
BRAND DEVELOPMENT (6 months)
BRAND LAUNCH & MIGRATION (6 - 18 months)
BRAND BUILD (18 months +)
Integrated, multi-media communications plan and creative development Focused Public Relations and Events Planning
Internet Media Placements and Web-based communications - SEO, banner ad development
Comprehensive PR
Broad Media Placements (Radio, Print, TV)
Leverage system scale in continental media buy
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Adam J. SmolyarSenior Vice President
Strategic Marketing & CommunicationsUnited Jewish Communities
(212) 284-6505
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Q & A
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Brand Strategy Development Details
Development and testing of continental Branded messages
Development of Brand Architecture system, new logo, visual guidelines, etc.
BRAND DEVELOPMENT (6 months) $475k
BRAND LAUNCH & MIGRATION (6 - 18 months) $950k
BRAND BUILD (18 months +) $1M+
Integrated, multi-media communications plan and creative development Focused Public Relations and Events Planning
Internet Media Placements and Web-based communications - SEO, banner ad development
Comprehensive PR
Broad Media Placements (Radio, Print, TV)
Leverage system scale in continental media buy
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Appendix
E i d M k i S d f F d i
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Estimated Marketing Spend for FederationSystem (extrapolation from 77 Marketing Survey responses)
Estimated Marketing
Expense = $24.8MM
$1.6MM
$3.8MM
$4.5MM
$14.9MM
Large Large-Intermediate
Intermediate Small
Distribution by Marketing
Channel
8%
12%
17%
20%
13%
30%
Events Web/Online
Direct Mail Collateral
Public Relations Other
Source: Extrapolated from Marketing Directors Survey 77 Responses