Fresno Fresno Covenant Covenant

FoundationFoundation

By: Susan EdingtonBy: Susan Edington

Stephanie MarshStephanie Marsh

Tara PlacenciaTara Placencia

Mission StatementMission StatementTo empower children and families and to To empower children and families and to

achieve productive self-reliant livesachieve productive self-reliant lives

• Help Fresno’s children read at grade levelHelp Fresno’s children read at grade level• Provide resources and support to empower Provide resources and support to empower

motivated parents to play a central role in motivated parents to play a central role in their children’s educationtheir children’s education

• Help children, parents, teachers, and Help children, parents, teachers, and community work together successfully to community work together successfully to ensure the success of Fresno’s next ensure the success of Fresno’s next generationsgenerations

About FCFAbout FCF

• Grassroots organizationGrassroots organization• Family oriented programs that Family oriented programs that

work with children and parentswork with children and parents• Concentration on:Concentration on:

– Low income familiesLow income families– Non-English speaking familiesNon-English speaking families– Immigrant/refugee householdsImmigrant/refugee households

FCF Target Markets

• Financial donors

• Volunteers

• Families in need

Problem StatementProblem Statement

• Come up with a new name for the Come up with a new name for the organizationorganization

• Come up with a successful Come up with a successful campaign to launch new namecampaign to launch new name

• Branding strategyBranding strategy

GoalsGoals

• FCF’s goalsFCF’s goals• Nationwide ExpansionNationwide Expansion• Secular OrganizationSecular Organization• The name to reflect The name to reflect

mission statementmission statement

• Team GoalsTeam Goals• New NameNew Name

• Must Reflect the Mission Must Reflect the Mission StatementStatement

• No Geographical TiesNo Geographical Ties• No Religious AffiliationsNo Religious Affiliations

Research Research • Thorough research of secondary Thorough research of secondary

informationinformation– Internet researchInternet research

• Fresno Covenant FoundationFresno Covenant Foundation• Marketing AboutMarketing About• US censusUS census• Seven Issues of Changing a Business Seven Issues of Changing a Business

NameName• Entrepreneur.com-Eight MistakesEntrepreneur.com-Eight Mistakes• Board of EducationBoard of Education

And the newAnd the new

name is…name is…

Foundation for Children Foundation for Children and Familiesand Families

Why we’re proposing Why we’re proposing “Foundation for Children and “Foundation for Children and

Families”Families”

• Keep the acronym “FCF”Keep the acronym “FCF”

• No regional ties to FresnoNo regional ties to Fresno

• No religious tiesNo religious ties

• Reflects the mission statementReflects the mission statement

How we came up withHow we came up with“Foundation for Children and “Foundation for Children and

Families”Families”

• BrainstormingBrainstorming• Keeping the acronymKeeping the acronym• Made word associations of:Made word associations of:

• Mission StatementMission Statement• Who they serviceWho they service• What they doWhat they do

Advertising StrategyAdvertising Strategy• Previous form of advertising has Previous form of advertising has

been strictly word of mouthbeen strictly word of mouth• Create a hard-hitting strategy Create a hard-hitting strategy

campaigncampaign• Billboard AdvertisementBillboard Advertisement• Print AdvertisementPrint Advertisement

• MagazineMagazine• PhonebookPhonebook

• Television AdvertisementTelevision Advertisement• PBSPBS• Cultural StationsCultural Stations

New LogoNew Logo

Billboard Billboard AdvertisementAdvertisement

Foundation for Foundation for Children and Children and

FamiliesFamilies

Discover the potentialDiscover the potential

1-800-4 FUTURE 1-800-4 FUTURE www.foundationforchildrenandfamilies.orwww.foundationforchildrenandfamilies.or

gg

Print AdvertisementPrint Advertisement

Foundation for Children Foundation for Children and and

FamiliesFamilies

Discover the PotentialDiscover the Potential

1-800-4 FUTURE1-800-4 FUTUREwww.foundationforchildrenandfamilies.orgwww.foundationforchildrenandfamilies.org

Our mission is to empower Our mission is to empower children and families to achieve children and families to achieve

productive, self-productive, self-reliant lives.reliant lives.

We help children read at grade We help children read at grade level.level.

We provide resources and We provide resources and support to empower motivated support to empower motivated parents to play a central role in parents to play a central role in

their child’s education.their child’s education.

We help children, parents, We help children, parents, teachers and community work teachers and community work together successfully to help together successfully to help

ensure the success of following ensure the success of following generations.generations.

Television StoryboardTelevision Storyboard

New LetterheadFoundation for Children and Families

2727 N. FirstFresno, CA 93703

Phone: (559) 226-4672 Fax: (559) 226-3088

Branding StrategyBranding Strategy

• Producing a strong image of the company Producing a strong image of the company in the consumers mindin the consumers mind

• All elements such as: a name, logo, All elements such as: a name, logo, design, symbol, color, and images are design, symbol, color, and images are used to differentiateused to differentiate

• The added value endowed to products and The added value endowed to products and servicesservices

• It reinforces how people think, feel and act It reinforces how people think, feel and act towards a firmtowards a firm

• The previous advertisements will reinforce The previous advertisements will reinforce a positive image in clients minds.a positive image in clients minds.

Thank you